Shopping with confidence

Dave Hill in the Guardian on the increasing number of men living alone:

The health and wellbeing findings say it all. Men who live alone look after themselves less well, shop less confidently, have fewer friends, suffer more with depression and die younger than married or partnered men. It’s the now familiar tale of male failings and fragility, but worse.

Worrying eh? But what the hell is shop less confidently all about? Is this some new metropolitian middle class crisis I’ve missed out on? Do people in London tell their friends “Jimmy is a good lad but I have to say he’s not a very confident shopper”?

Surely if single life brings any benefit it is, confidently or otherwise, just to shop less?