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American Lifestyles - US - January 2010

A variety of measures indicate that the economy did not significantly improve in 2009, as many had hoped. Unemployment rose steadily throughout the first three quarters of 2009 and reached a 28-year high of 10.2% in October. Consumer confidence climbed from the unprecedented lows observed in Q1 but remained at historically low levels throughout the year. These factors and others are driving changes in American lifestyles at a macro level. Most consumers have become much more frugal and this has created a very challenging environment for manufacturers and retailers from a variety of industries.

Given the fact that many companies are finding it harder than ever to turn a profit, it is especially important to carefully examine American lifestyles in order to optimize marketing and product development efforts while identifying areas of potential growth.

This report addresses the following questions:

  • At a macro level, how does economic performance in 2009 compare with 2008 and previous years?
  • How has the recession impacted American lifestyles in 2009?
  • Did Americans become more optimistic and willing to spend in 2009, compared with 2008?
  • What channels tend to perform relatively well or very well during recession?
  • How have changes in American lifestyles impacted the willingness of Americans to increase spending in various food and non-food categories?
  • How have entertainment habits changed during the recession?
  • How have media consumption habits changed since the recession began?
  • How have sales of eco-friendly and “ethical” products fluctuated during the recession?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Consumer survey data
          • Advertising creative
            • Abbreviations
              • Abbreviations
              • Executive Summary

                  • Recession: A driver of lifestyle evaluation and change
                    • Resilience: Overcoming obstacles and finding value
                      • Escapism: Entertainment on a budget
                        • Media Evolution: Tech sales lag but millions spend more time online
                          • Ethical responsibility: The next big trend?
                          • Insights and Opportunities

                            • Young adults will play a key role in driving recovery
                              • Retailers can emphasize bulk foods, meal kits and spices to capitalize on the cooking at home trend
                                • Consider partnering with providers of streaming video to advertise
                                  • Consider starting a “keep the change” program
                                  • Inspire Insights

                                    • Media Evolution
                                    • Recession: A driver of Lifestyle Evaluation and Change

                                      • Key points
                                        • Economic conditions drive changes in American lifestyles
                                          • Most do not think economy is recovering or are unsure
                                            • Figure 1: Perception that the economy is recovering from recession, by household income, October 2009
                                            • Figure 2: Perception that the economy is recovering from recession, by age, October 2009
                                          • Key drivers: Unemployment, income, confidence, and savings rate
                                            • Unemployment skyrocketed in 2009 and kept confidence in the economy low
                                              • Figure 3: U.S. unemployment and job openings rate, December 2009
                                            • Drop in disposable income contributing to reduced spending and lack of confidence
                                              • Figure 4: Real disposable personal income, 1984-2009
                                            • Consumer confidence remains at historically low levels
                                              • Figure 5: Consumer sentiment, 2004-09
                                            • Savings rate on the rise
                                              • Figure 6: Personal savings rate, 2004-09
                                            • Changing strategies for dealing with the recession
                                                • Figure 7: Strategies for dealing with recessionary pressures, 2008 and 2009
                                              • Most (even affluents) are taking steps to spend less
                                                • Figure 8: Strategies for dealing with recessionary pressures, by household income, October 2009
                                              • The Big Picture: Lifestyle changes drive down retail and foodservice sales
                                                • Figure 9: Retail and foodservice sales, 1984-2009
                                            • Resilience: Overcoming Obstacles and Finding Value

                                              • Key points
                                                • Channel analysis: Some discounters win but many retailers struggling
                                                  • Declines less dramatic in discount channels
                                                      • Figure 10: Spending patterns in discount channels for food items, by household income, October 2009
                                                      • Figure 11: Spending patterns in discount channels for non-food items, by household income, October 2009
                                                    • A case study of success in recession: The Dollar Channel
                                                      • E-commerce growing rapidly as consumers search for bargains
                                                        • Figure 12: Incidence of online purchase and average annual online expenditures among users, 2002-2007/08
                                                      • Middle-aged, elderly, affluents and Asian consumers play key role in driving channel growth
                                                        • Figure 13: Incidence of internet purchase, by key demographics, 2006 and 2007/08
                                                      • Online holiday spending grows considerably as brick-and-mortar sales sputter
                                                        • Consumers more likely to reduce spending in non-discount channels
                                                          • Figure 14: Change in spending patterns in retail channels for non-food items, by household income, October 2009
                                                        • Whole Foods may have “turned the corner” as farmers’ markets come into vogue
                                                            • Figure 15: Change in spending in various specialty channels for food and beverages, by household income, October 2009
                                                          • C-stores can target young adults to help offset overall reduction in spending
                                                            • Figure 16: Change in spending in various convenience channels for food and beverages, by age, October 2009
                                                          • Many reduce spending on restaurants and spend more time cooking at home
                                                            • Figure 17: Change in spending in restaurants, by type of restaurant, by age, October 2009
                                                          • Young adults more likely to report increased spending on alcohol
                                                            • Figure 18: Change in spending on alcoholic beverages, by age, October 2009
                                                          • Young adults more likely to report increased spending on fair trade and organic
                                                            • Figure 19: Change in spending on locally grown and organic food, beverages and supplements, by age, October 2009
                                                          • Many reduce spending on durables for the home but young adults still have need
                                                            • Figure 20: Change in spending on cookware and furniture, by age, October 2009
                                                          • Many report drop in spending on mobile devices but demand is strong
                                                            • Figure 21: Change in spending on mobile phones, by age, October 2009
                                                          • Many do more with less when it comes to clothing and other discretionary spending
                                                            • Figure 22: Change in spending in select other categories, by age, October 2009
                                                          • Spending declines more common in black and Hispanics households
                                                            • Figure 23: Change in spending in select other categories, by race/Hispanic origin, October 2009
                                                          • Household changes: Many postpone major life events due to recession
                                                          • Escapism: Entertainment on a Budget

                                                            • Key points
                                                              • Americans spending more time entertaining at home
                                                                  • Figure 24: Incidence of spending more time with selected entertainment activities, by age, October 2009
                                                                  • Figure 25: Incidence of spending less time with selected entertainment activities, by age, October 2009
                                                                • Most families spend less than $100 per month on entertainment
                                                                  • Figure 26: Spending on entertainment, by household income, October 2009
                                                                  • Figure 27: Spending on entertainment, by age, October 2009
                                                                • A case of declines: Leisure travel sales fell sharply as recession gripped the nation
                                                                  • Figure 28: Change in spending on travel and accessories, by household income, October 2009
                                                                  • Figure 29: Number of summer (June, July, August) leisure travel trips, 2001-09
                                                                  • Figure 30: U.S. Travel Price Index, 2008 and 2009
                                                                • Capitalizing on entertainment trends: The exercise industry
                                                                  • Figure 31: Prevalence of Americans engaged in recommended and insufficient exercise, 2001-07
                                                                • Widespread interest in products and services among women and young adults
                                                                  • Figure 32: Exercise tracking, routines and interests, by age, July 2009
                                                              • Media Evolution: Tech Sales Lag but Millions Spend More Time Online

                                                                • Key points
                                                                  • Young adults more likely to report increased spending
                                                                      • Figure 33: Change in spending on computers, home entertainment, and mobile devices, by age, October 2009
                                                                    • Hispanics and blacks more likely to report reduced spending
                                                                      • Figure 34: Change in spending on computers, home entertainment, and mobile devices, by race/Hispanic origin, October 2009
                                                                    • Evolution of online media continues to drive widespread lifestyle change
                                                                      • Figure 35: Increased use of online entertainment and research activities, 2008 and 2009
                                                                    • Affluents, like young adults, drive the evolution
                                                                      • Figure 36: Change in online entertainment usage—movies and video, by household income, October 2009
                                                                      • Figure 37: Change in online entertainment usage—blogs and online community activity, by household income, October 2009
                                                                      • Figure 38: Change in online research activities, by household income, October 2009
                                                                    • Social networking and micro-blogging sites growing quickly; becoming more diverse
                                                                      • Figure 39: Incidence of overall and recent use of social networking sites, 2005-09
                                                                    • Online ad sales grow quickly as millions spend more time on the web
                                                                      • Twitter growing quickly as consumers seek ways to share information more efficiently
                                                                        • Americans embrace streaming video as inexpensive alternative to DVDs
                                                                          • The rise of the third screen: Mobile going big
                                                                          • Ethical Responsibility: The Next Big Trend?

                                                                            • Key points
                                                                              • Many embrace organics as a healthier—and more responsible—way to consume
                                                                                • Relative stability of charitable donations reflects the generosity of Americans
                                                                                  • HP2 expenditures indicate demand for ethical products is resilient
                                                                                    • Figure 40: HP2 market size and forecast, at inflation-adjusted prices, 2002-13
                                                                                  • Minorities somewhat more likely to report a drop in spending
                                                                                    • Figure 41: Change in spending patterns on locally grown, fair trade, “good for you,” organic products and supplements, by race/Hispanic origin, October 2009
                                                                                  • Most category users report spending about the same amount on eco-friendly products
                                                                                    • Figure 42: Change in spending for products purchased specifically to reduce the environmental impact, by age, October 2009
                                                                                    • Figure 43: Change in spending for products purchased specifically to reduce the environmental impact, by household income, October 2009
                                                                                  • Most users of fair trade products spending about the same as last year
                                                                                    • Figure 44: Change in spending for fair trade products, by age, October 2009
                                                                                • Cluster Analysis: Entertainment-related

                                                                                    • Upholders (26%)
                                                                                      • Actives (44%)
                                                                                        • Sedentaries (30%)
                                                                                          • Cluster characteristics
                                                                                            • Figure 45: American lifestyle entertainment clusters, October 2009
                                                                                            • Figure 46: Incidence of spending more time on entertainment activities, by American lifestyle entertainment clusters, October 2009
                                                                                            • Figure 47: Incidence of spending about the same amount of time on entertainment activities, by American lifestyle entertainment clusters, October 2009
                                                                                            • Figure 48: Incidence of not participating in various entertainment activities, by American lifestyle entertainment clusters, October 2009
                                                                                            • Figure 49: Monthly entertainment budget, by American lifestyle entertainment clusters, October 2009
                                                                                            • Figure 50: Incidence of lifestyle changes, by American lifestyle entertainment clusters, October 2009
                                                                                          • Cluster demographics
                                                                                            • Figure 51: American lifestyle entertainment clusters, by gender, October 2009
                                                                                            • Figure 52: American lifestyle entertainment clusters, by age, October 2009
                                                                                            • Figure 53: American lifestyle entertainment clusters, by household income, October 2009
                                                                                            • Figure 54: American lifestyle entertainment clusters, by race, October 2009
                                                                                            • Figure 55: American lifestyle entertainment clusters, by Hispanic origin, October 2009
                                                                                          • Cluster methodology
                                                                                          • Appendix: Additional Income Comparisons

                                                                                              • Figure 56: Change in spending in select convenience channels for food items, by household income, October 2009
                                                                                              • Figure 57: Change in spending on locally grown and organic food, beverages and supplements, by household income, October 2009
                                                                                              • Figure 58: Change in spending on computers, home entertainment, and mobile devices, by household income, October 2009
                                                                                              • Figure 59: Incidence of spending more time with selected entertainment activities, by household income, October 2009
                                                                                              • Figure 60: Increased use of online entertainment and research activities, by household income, October 2009
                                                                                          • Appendix: Additional Age Comparisons

                                                                                              • Figure 61: Spending patterns in discount channels for non-food items, by age, October 2009
                                                                                              • Figure 62: Spending patterns in retail channels for non-food items, by age, October 2009
                                                                                              • Figure 63: Spending patterns in specialty channels for food items, by age, October 2009
                                                                                              • Figure 64: Strategies for dealing with recessionary pressures, by age, October 2009
                                                                                              • Figure 65: Incidence of shopping websites for non-food items in last two years, by age, October 2009
                                                                                              • Figure 66: Spending patterns in retail channels for non-food items, by age, October 2009
                                                                                              • Figure 67: Spending patterns in retail channels for non-food items, by age, October 2009
                                                                                              • Figure 68: Patterns in online entertainment and research activities, by age, October 2009
                                                                                          • Appendix: Additional Race/Hispanic Origin Comparisons

                                                                                              • Figure 69: Spending patterns in discount channels for non-food items, by race/Hispanic origin, October 2009
                                                                                              • Figure 70: Spending patterns in specialty channels for food items, by race/Hispanic origin, October 2009
                                                                                              • Figure 71: Spending patterns in discount channels for food items, by race/Hispanic origin, October 2009
                                                                                              • Figure 71: Restaurant spending patterns, by race/Hispanic origin, October 2009
                                                                                              • Figure 72: Spending patterns in retail channels for non-food items, by race/Hispanic origin, October 2009
                                                                                              • Figure 73: Spending patterns on gourmet food and furniture, by race/Hispanic origin, October 2009
                                                                                              • Figure 74: Spending patterns on travel and accessories, by race/Hispanic origin, October 2009
                                                                                              • Figure 75: Incidence of shopping websites for non-food items in last two years, by race/Hispanic origin, October 2009
                                                                                              • Figure 76: Entertainment activities, by race/Hispanic origin, October 2009
                                                                                              • Figure 77: Online entertainment and research activities, by race/Hispanic origin, October 2009

                                                                                          Companies Covered

                                                                                          • Bank of America Corporation
                                                                                          • Best Buy stores (USA)
                                                                                          • Burger King Corporation
                                                                                          • Coca-Cola Company (The) (USA)
                                                                                          • Facebook, Inc.
                                                                                          • Google, Inc.
                                                                                          • Greenfield Online
                                                                                          • Home Depot (USA)
                                                                                          • J C Penney Company, Inc
                                                                                          • LinkedIn
                                                                                          • Macy's, Inc.
                                                                                          • McDonald's U.S.A.
                                                                                          • MySpace.com
                                                                                          • Netflix, Inc.
                                                                                          • Pizza Hut Inc
                                                                                          • Research In Motion (USA)
                                                                                          • Starbucks Corporation
                                                                                          • Twitter, Inc.
                                                                                          • U.S. Department of Agriculture
                                                                                          • U.S. Department of Transportation
                                                                                          • US Department of Labor
                                                                                          • Walmart Stores (USA)
                                                                                          • Whole Foods Market Inc
                                                                                          • YouTube, Inc.

                                                                                          American Lifestyles - US - January 2010

                                                                                          £3,174.67 (Excl.Tax)