So, this guy walked into a grocery store... and got completely overwhelmed.

US men are doing more and more grocery shopping, both for themselves and their families, but retailers are still not doing much to make the trip any more enticing, retail consultants and industry experts said.

"Men do represent a large part of grocery shopping dollars and they aren't being very well accommodated... sales are being lost," said Mandy Putnam, vice-president at consulting firm TNS Retail Forward.