It's the latest in supermarket product placement: an entire aisle devoted to guy stuff, and you may start seeing it soon at your favorite store.

Right now it's an end cap to one of the aisles at the West Side Market in Manhattan, featuring manly staples like beef jerky, Doritos, beer, and deodorant.

“I really don’t have time to waste, like spending a half-hour or 45 minutes to shop.  I just rather get it all over with,” said one customer at the market.

Store executives say they realized guys are doing more family food shopping, and they don't want to waste time.

“Men shopping for the families; it used to be 14 percent, now it’s up to 31 percent.  So we said, how we could tailor something to the men now who are doing a lot of the shopping?” said one market employee.

It’s working; sales on that aisle are way up.