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American Lifestyles - US - January 2011

Using consumer data gathered in October 2010—as well as the findings of more than a dozen 2010 publications of Mintel Oxygen reports—together with insights gleaned from trend analysis conducted by Mintel’s Inspire group, analysts have identified a number of salient trends that are likely to impact consumers and companies in 2011:

The analysis presented in this report supports the 2011 consumer trend predictions and also addresses the following questions:

  • How are macro-level economic trends impacting consumer behavior in the U.S.?
  • What issues are Americans most concerned about, and how are these concerns impacting consumption?
  • As greater numbers of Americans are entering their retirement years, though continue working to make ends meet or for self-fulfilment, how is this likely to impact markets, and what opportunities will it expose?
  • How are eating and exercise habits changing in the U.S. and what can companies do to capitalize on related trends?
  • How is communication changing and what opportunities does mobile technology offer to marketers?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Inspire 2011 consumer trends
        • Questions addressed
          • Definition
            • Data sources
              • Consumer survey data
                • Advertising creative
                  • Abbreviations and terms
                    • Abbreviations
                      • Terms
                      • Executive Summary

                          • The economy remained stagnant during much of 2010
                            • Consumers lack confidence due to generally weak economic conditions
                              • Retired workers coming online in record numbers
                                • Exercise and healthy eating become more popular
                                  • High obesity rate drives demand for plus-sized clothing and BFY
                                    • Farmers’ markets and gardening grow as many seek a more natural lifestyle
                                      • Mobile phones changing the way that Americans communicate
                                      • Insights and Opportunities

                                        • Demand for alternative education products and services to increase
                                          • The end of irrational exuberance: ushering in the age of reason
                                            • Non-traditional gardens increasingly appealing to urban consumers
                                              • Sustainable nutrition going mainstream
                                              • Prepare For the Worst, Part I: Economic Influences

                                                • Trend overview: Many apprehensive of the future
                                                  • Key points
                                                    • Fed predicts unemployment to remain above 9% through 2011
                                                        • Figure 1: U.S. unemployment and underemployment rates, January 2000-December 2010
                                                      • Sidebar: foreign-born workers more likely to gain new, lower paying, jobs
                                                        • Median household incomes down 5% from 1999
                                                          • Figure 2: Median household income in inflation-adjusted dollars, 1999-2009
                                                        • Sidebar: bbiggest losses among Hispanics and blacks
                                                          • Figure 3: Median household income by race/Hispanic origin of householder, 2009
                                                        • Disposable incomes may be stabilizing
                                                          • Figure 4: Real disposable personal income, January 2007-November 2010
                                                          • Figure 5: Disposable personal income and personal consumption, 2006-10
                                                        • CPI creeping up slowly but inflation could be right around the corner
                                                          • Figure 6: Consumer Price Index, all items, January 2008-December 2010
                                                        • Sidebar: Millennials postpone marriage and childbirth as economy sputters
                                                        • Prepare For the Worst, Part II: Consumer Reactions

                                                          • Trend overview: concerns about future health, finances impact behavior
                                                            • Key points
                                                              • Low confidence trend reflects high unemployment and low wages
                                                                  • Figure 7: University of Michigan Consumer Sentiment Index, January 2007-December 2010
                                                                • Most remain very or quite cautious about discretionary spending
                                                                    • Figure 8: Attitudes towards discretionary spending, by household income, October 2010
                                                                  • Sidebar: money back guarantees could help drive sales in tough economy
                                                                    • Americans’ economic outlook far from rosy
                                                                        • Figure 9: Attitudes towards the economy, by education, October 2010
                                                                      • Economy and healthcare costs key concerns for the majority
                                                                          • Figure 10: Personal concerns, by generation, October 2010
                                                                          • Figure 11: Personal concerns, by race/Hispanic origin, October 2010
                                                                        • Most spend more time at home than they did before the recession
                                                                            • Figure 12: Behavioral changes compared to last year, 2008-10
                                                                          • Sidebar: Asians more likely to be spending cautiously, credit card use on the rise
                                                                              • Figure 13: Behavioral changes compared to last year, by race/Hispanic origin, October 2010
                                                                            • Local food expenditures trending up
                                                                                • Figure 14: Spending more compared to last year, by category, 2008-10
                                                                            • Retired for Hire

                                                                              • Trend overview: retired workers coming online in record numbers
                                                                                • Key points
                                                                                  • 55-74 segment growing quickly
                                                                                    • Figure 15: Population, by age, 2005-15
                                                                                  • Many continue working beyond traditional retirement age
                                                                                    • Economic conditions motivate many to work
                                                                                      • Figure 16: Personal concerns – economy and employment, by age, October 2010
                                                                                    • Postponing retirement may be good for health
                                                                                      • Older Americans active online
                                                                                        • Figure 17: Participation in online activities, by age, October 2010
                                                                                    • Emphasis on Prevention with Exercise and BFY

                                                                                      • Trend overview: rising healthcare costs prompt many to improve health
                                                                                        • Key points
                                                                                          • Rising incidence of exercise reflects health living trend
                                                                                            • Figure 18: Number of days exercise per week, by gender, February 2010
                                                                                            • Figure 19: Percentage of Americans participating in regular physical activity, by age, 1998, 2006 and 2007
                                                                                            • Figure 20: Most popular aerobic sports, 2007-09
                                                                                          • Women often exercise to feel good about themselves and lose weight
                                                                                            • Figure 21: Reasons for exercising, by gender, February 2010
                                                                                          • Many seeking healthier options
                                                                                            • Figure 22: Attributes diet-watchers look for in food, 2006 and 2009
                                                                                          • BFY options continue to drive growth in the food and beverage business
                                                                                          • The Big Issue

                                                                                            • Trend overview: obesity rates create demand for plus-sized clothing, BFY options
                                                                                              • Key points
                                                                                                • About two thirds of adults are obese or overweight
                                                                                                  • Figure 23: Percentage of population aged 20+ who are overweight, obese, or extremely obese, 1988-2008
                                                                                                • Concerns about childhood obesity drive government intervention
                                                                                                  • Figure 24: Prevalence of obesity among children and adolescents, 2-19 years of age, 1976-2008
                                                                                                  • Figure 25: Items sold in school vending machines, May 2004-June 2010
                                                                                                • Southeastern states over-index for obesity
                                                                                                  • Figure 26: States with highest incidence of adult obesity, 2007
                                                                                                • Daily caloric intake has risen steadily since 1970
                                                                                                  • Figure 27: Average daily per capita calories consumed*, by food group, 1970-2004
                                                                                                • Sidebar: revised labeling guidelines discourage targeting kids with sugary food
                                                                                                  • Most are “watching” their diet
                                                                                                    • Figure 28: Incidence of presently watching/controlling diet, May 2004-March 2009
                                                                                                    • Figure 29: Reasons for watching diet, by gender, July 2007-September 2008
                                                                                                  • Sidebar: calorie confusion drives weight gain
                                                                                                    • Sales of weight management products continue to grow
                                                                                                      • Figure 30: Total FDMx sales of weight control nutritionals—liquid/powder, at current prices, 2004-09
                                                                                                    • Sidebar: Weight Watchers changes system so that fruits and veggies have zero points
                                                                                                      • Dieting products increasingly have value-added components
                                                                                                      • Garden State

                                                                                                        • Trend overview: growing interest in urban gardening and natural foods
                                                                                                          • Key points
                                                                                                            • Most have purchased from a farmers’ market
                                                                                                              • Figure 31: Efforts to obtain locally produced food, by age, October 2010
                                                                                                              • Figure 32: Efforts to obtain locally produced food, by household income, October 2010
                                                                                                            • Number of farmers’ markets in the U.S. grew by 31% 2008-10
                                                                                                              • Figure 33: Number of Farmers’ Markets in the U.S., 1994-2010
                                                                                                            • Search for bargains and a healthier lifestyle drives the trend
                                                                                                              • Figure 34: Behavioral changes compared to last year, by age, October 2010
                                                                                                            • Sidebar: community gardens likely to become more common in 2011
                                                                                                              • Nearly four in 10 spending more time cooking at home
                                                                                                                • Figure 35: Spending more time compared to last year activities, 2009-10
                                                                                                              • Gardening becomes more popular as consumers spend less on dining out
                                                                                                                • Figure 36: Spending less compared to last year categories, 2008-10
                                                                                                              • Sidebar: restaurant gardens could drive sales growth and loyalty
                                                                                                                • Sales of home and garden products rise, despite recession
                                                                                                                  • Figure 37: Household participation in vegetable gardening, 2007-2009
                                                                                                                  • Figure 38: Total U.S. sales and forecast of lawn and garden products and services at current prices, 2004-14
                                                                                                                • Canning and preserving make a comeback
                                                                                                                  • Figure 39: FDMx sales of produce rinse and preservatives, 2005-10*
                                                                                                              • Making the Connection—Where It’s App

                                                                                                                • Trend overview: The third screen as the primary screen
                                                                                                                  • Key points
                                                                                                                    • Mobile now more common than computers
                                                                                                                      • Figure 40: Ownership of cell phones, computers and electronic gadgets, August-September, 2010
                                                                                                                      • Figure 41: Ownership of mobile phones, trended 2000-09
                                                                                                                    • Data services and apps especially popular with young adults and affluents
                                                                                                                      • Figure 42: Spending on mobile phones and mobile phone service, by age, October 2010
                                                                                                                      • Figure 43: Spending on mobile phones and mobile phone service, by age, October 2010
                                                                                                                    • Many using the internet more to connect and research purchases
                                                                                                                        • Figure 44: Spending more time compared to last year, online activities, by age, October 2010
                                                                                                                      • Sales of smartphones skyrocket as basic phone sales plummet
                                                                                                                        • Figure 45: U.S. supplier sales of mobile phones at current prices, by segment, 2008 and 2010
                                                                                                                        • Figure 46: U.S. mobile phone unit shipments, by segment, 2008 and 2010
                                                                                                                      • Sales expected to grow by 15%+ per year between 2011 and 2014
                                                                                                                        • Figure 47: U.S. supplier sales and forecast for smartphones, at current prices, 2004-14
                                                                                                                        • Figure 48: U.S. supplier sales and forecast for smartphones, at inflation-adjusted prices, 2004-14
                                                                                                                      • Most popular smartphone apps of 2010
                                                                                                                        • Most popular Android apps
                                                                                                                          • Most popular iPhone apps
                                                                                                                          • Cluster Analysis

                                                                                                                              • Panaphobic Pessimists (31%)
                                                                                                                                • Demographics
                                                                                                                                  • Characteristics
                                                                                                                                    • Opportunity
                                                                                                                                      • Polyphobic Optimists (30%)
                                                                                                                                        • Demographics
                                                                                                                                          • Characteristics
                                                                                                                                            • Opportunity
                                                                                                                                              • Parsimonious Reducers (39%)
                                                                                                                                                • Demographics
                                                                                                                                                  • Characteristics
                                                                                                                                                    • Opportunity
                                                                                                                                                      • Cluster characteristics
                                                                                                                                                        • Figure 49: American lifestyle clusters, October 2010
                                                                                                                                                        • Figure 50: Personal concerns, by American lifestyle clusters, October 2010
                                                                                                                                                        • Figure 51: Attitudes towards discretionary spending, by American lifestyle clusters, October 2010
                                                                                                                                                        • Figure 52: Attitudes towards the economy, by American lifestyle clusters, October 2010
                                                                                                                                                        • Figure 53: Behavioral changes compared to last year, by American lifestyle clusters, October 2010
                                                                                                                                                      • Cluster demographics
                                                                                                                                                        • Figure 54: American lifestyle clusters, by gender, October 2010
                                                                                                                                                        • Figure 55: American lifestyle clusters, by age group, October 2010
                                                                                                                                                        • Figure 56: American lifestyle clusters, by household income, October 2010
                                                                                                                                                        • Figure 57: American lifestyle clusters, by race/Hispanic origin, October 2010
                                                                                                                                                      • Cluster methodology
                                                                                                                                                      • Custom Consumer Groups

                                                                                                                                                          • Econo Worriers (45%)
                                                                                                                                                            • Definition
                                                                                                                                                              • Demographics
                                                                                                                                                                • Characteristics
                                                                                                                                                                  • Frugal Optimists (37%)
                                                                                                                                                                    • Definition
                                                                                                                                                                      • Demographics
                                                                                                                                                                        • Characteristics
                                                                                                                                                                          • Economy and health top list of personal concerns for both groups
                                                                                                                                                                              • Figure 58: Personal concerns, by custom consumer groups, October 2010
                                                                                                                                                                            • Most Econo Worriers purchasing only the necessities
                                                                                                                                                                                • Figure 59: Attitudes towards the economy, by custom consumer groups, October 2010
                                                                                                                                                                              • Bargain hunting and nesting especially common among Econo Worriers
                                                                                                                                                                                • Figure 60: Behavioral changes compared to last year, by custom consumer groups, October 2010
                                                                                                                                                                              • Less than half of Frugal Optimists report spending less this year
                                                                                                                                                                                • Figure 61: Spending less compared to last year categories, by custom consumer groups, October 2010
                                                                                                                                                                              • Custom consumer group demographics
                                                                                                                                                                                • Figure 62: Custom consumer groups, by gender, October 2010
                                                                                                                                                                                • Figure 63: Custom consumer groups, by age, October 2010
                                                                                                                                                                                • Figure 64: Custom consumer groups, by household income, October 2010
                                                                                                                                                                                • Figure 65: Custom consumer groups, by race/Hispanic origin, October 2010
                                                                                                                                                                                • Figure 66: Custom consumer groups, by marital status, October 2010
                                                                                                                                                                                • Figure 67: Custom consumer groups, by education, October 2010
                                                                                                                                                                            • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                • Discretionary spending attitudes
                                                                                                                                                                                  • Figure 68: Attitudes towards discretionary spending, by age, October 2010
                                                                                                                                                                                  • Figure 69: Attitudes towards discretionary spending, by education, October 2010
                                                                                                                                                                                • Personal concerns
                                                                                                                                                                                  • Figure 70: Personal concerns, by gender, October 2010
                                                                                                                                                                                  • Figure 71: Personal concerns, by household income, October 2010
                                                                                                                                                                                  • Figure 72: Personal concerns, by generation, October 2010
                                                                                                                                                                                • Attitudes towards the economy
                                                                                                                                                                                  • Figure 73: Attitudes towards the economy, by age, October 2010
                                                                                                                                                                                  • Figure 74: Attitudes towards the economy, by household income, October 2010
                                                                                                                                                                                  • Figure 75: Attitudes towards the economy, by race/Hispanic origin, October 2010
                                                                                                                                                                                • Behavior compared to last year
                                                                                                                                                                                  • Figure 76: Behavioral changes compared to last year, by gender, October 2010
                                                                                                                                                                                  • Figure 77: Behavioral changes compared to last year, by household income, October 2010
                                                                                                                                                                                • Changes in spending
                                                                                                                                                                                  • Figure 78: Spending more compared to last year categories, by age, October 2010
                                                                                                                                                                                  • Figure 79: Spending more compared to last year categories, by household income, October 2010
                                                                                                                                                                                  • Figure 80: Spending more compared to last year categories, by race/Hispanic origin, October 2010
                                                                                                                                                                                  • Figure 81: Spending less compared to last year categories, by age, October 2010
                                                                                                                                                                                  • Figure 82: Spending less compared to last year categories, by household income, October 2010
                                                                                                                                                                                  • Figure 83: Spending less compared to last year categories, by race/Hispanic origin, October 2010
                                                                                                                                                                                • Changes in how time is spent
                                                                                                                                                                                  • Figure 84: Spending more time compared to last year activities, by gender, October 2010
                                                                                                                                                                                  • Figure 85: Spending more time compared to last year activities, by age, October 2010
                                                                                                                                                                                  • Figure 86: Spending more time compared to last year activities, by race/Hispanic origin, October 2010
                                                                                                                                                                                • Changes in internet usage habits
                                                                                                                                                                                  • Figure 87: Spending more time compared to last year, online activities, by gender, October 2010
                                                                                                                                                                                  • Figure 88: Spending more time compared to last year, online activities, by race/Hispanic origin, October 2010
                                                                                                                                                                                  • Figure 89: Spending more time compared to last year, online activities, by education, October 2010
                                                                                                                                                                                • Attention to food and food sources
                                                                                                                                                                                  • Figure 90: Efforts to obtain locally produced food, by gender, October 2010
                                                                                                                                                                                  • Figure 91: Efforts to obtain locally produced food, by race/Hispanic origin, October 2010

                                                                                                                                                                              Companies Covered

                                                                                                                                                                              • American Association of Retired Persons (AARP)
                                                                                                                                                                              • American Medical Association (AMA)
                                                                                                                                                                              • AT&T Inc.
                                                                                                                                                                              • Bureau of Economic Analysis
                                                                                                                                                                              • Consumer Electronics Association
                                                                                                                                                                              • Federal Trade Commission
                                                                                                                                                                              • Food and Drug Administration
                                                                                                                                                                              • Google, Inc.
                                                                                                                                                                              • LinkedIn
                                                                                                                                                                              • McDonald's Corporation
                                                                                                                                                                              • MySpace.com
                                                                                                                                                                              • National Gardening Association (NGA)
                                                                                                                                                                              • Research In Motion (USA)
                                                                                                                                                                              • Safeway Inc
                                                                                                                                                                              • Sara Lee Corporation
                                                                                                                                                                              • Sporting Goods Manufacturers Association (SGMA)
                                                                                                                                                                              • Starbucks Corporation
                                                                                                                                                                              • Twitter, Inc.
                                                                                                                                                                              • U.S. Department of Agriculture
                                                                                                                                                                              • Weight Watchers International Inc.
                                                                                                                                                                              • YouTube, Inc.

                                                                                                                                                                              American Lifestyles - US - January 2011

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