PUBLISHED: 14:55 EST, 18 June 2012 | UPDATED: 14:55 EST, 18 June 2012

The stereotype that mum is queen of the supermarket aisle is currently being challenged by dads across the U.S.

Fifty-two per cent of fathers say they are now the primary supermarket shoppers in the household, according to a new Cone Communications survey.

In fact, while one third of females said their weekly supermarket trip leaves them flustered and stressed, three quarters of men enjoy their food shopping experience and are happy to navigate around the aisles, searching out products.

Shopping dads: Fifty-two per cent of fathers say they are now the primary supermarket shoppers in the household

Shopping dads: Fifty-two per cent of fathers say they are now the primary supermarket shoppers in the household

The survey, which questioned 1,000 adult parents who currently have children 17 years old or younger, also revealed that over 35per cent of mothers admit to having the least amount of influence when it comes to weekly grocery purchases.

As a role typically thought to belong to mothers, it seems fathers are starting to give their weekly shop a lot more forethought and preparation.

Out of the fathers who are primarily responsible for grocery shopping, 34per cent like to have a lot of input from other members in their household, compared to only 12per cent of mothers.

They also do their homework before setting foot in the store. Before heading to the supermarket, 63per cent of dads say they create a detailed shopping list, and 56per cent say they also collect coupons.

Fifty-two per cent of fathers also plan meals for the week ahead of time, compared with 46per cent of mothers.

And interestingly, 24per cent of fathers perform background research on grocery products, versus only 11per cent of mothers.

Bill Fleishman, president of Cone Communications, said: 'This research goes against all stereotypes of the 'Father Knows Best' dad who doesn’t concern himself with domestic responsibilities.

'[There are a] growing number of dads in the supermarket aisles who are taking their roles seriously,' he added.

When asked about their typical grocery shopping experience, nearly one-third of fathers say they get in and out as fast as possible, buying only what they came for, however 38per cent say they walk up and down each aisle to look at all their options, or comparison shop.

And while nearly one-in-five fathers say they can finish their shopping in fewer than 30 minutes, the majority, 58per cent, spend up to an hour in the store.

Here's what other readers have said. Why not add your thoughts, or debate this issue live on our message boards.

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If this is an American trend, then my husband started it in England. He's done the supermarket shopping for about 30 years now. He's much better at it and far more organised than I am. He makes a list and if something is not on the list he won't buy it. Unlike me, who can be tempted by lots of new and interesting products. Anyway, who said women should be the ones to carry heavy shopping!!!!!!!!!!!!

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I hate when my husband goes to market. HE calls me 15 times, saying where is this, where is that. I cannot find. Do you want Rome or Mcintosh apples. Organic bananas or regular. JC, its a pain..He's saving me time so I can do other 'fun' things like clean toilets and rubs, but I get nothign accomplished. AND when he comes with, He blows the food budget out the door. Mary Kitchen, corned beef hash(gross), salsa, chips, MIO (mio drives me the most crazy)$4.49 for that little tiny bottle, its like 1 oz. Prepared foods galore. and then if beer is 'cheap' we need that too. and don't let him near the cheeses.

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what a load of rubbish,so all those women doing the family shop during the week and all those men dragging thier feet behind the trolley at the the weekend bored to tears is in my imagination then!

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Ha! Not true in the North of England.....I drag Hubby along each week, but he hates every second, or so he says. His Dad was in charge of the weekly shop once and came out with a loaf of bread and a tin of prunes!

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If my hubby goes food shopping he would not come back with the meals for the week ahead he would come back with chocolate, beer and ice cream maybe some eggs and bacon but no fruit and veg or meat for a proper meal lol! I think I will stick to getting the food shopping even though it is stressful,

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Pretty sure you already wrote this article a while back! 52%? That means it's near equal, nothing "overtaking" about it. And the reason why men enjoy it is because these men get to spend all the money buying junk food and alcohol. It's the person who does the most household work (ie, cooking, etc) - regardless of gender - who does responsible and proper grocery shopping. But I have noticed that there are more and men in the grocery stores. I used to enjoy being one of the few men there only a few years ago. And I can relate to this part -- "There are a] growing number of dads in the supermarket aisles who are taking their roles seriously," he added -- yes, these men take it seriously. Men are more aggressive and crude, they'll get into arguments, swear at the cashier, fight with people right in front of their own children. In a few years, grocery stores will be like a war-zone.

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