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British Lifestyles 2009 - Consumer Choices in a Fear-led Economy - April 2009

The UK economy has entered into recession and no one can be sure when an upturn will come or how deep the recession will be. Concerns over the economic crisis are now top of the consumer’s agenda, trumping all other reasons to worry.

Consumer opinion is as varied and mixed as expert opinion: will it be decades before we return to pre-recessionary times, or is it a matter of months?

We live in a world of increasing interdependency, politically, socially and economically, and while this can provide some degree of stability, it has also led to a fundamental misunderstanding of risk and uncertainty.

Both consumers and financial experts have failed to understand the risks faced by economies in an increasingly interdependent world. Banks believed they were operating on safe ground and consumers assumed the banks knew what they were doing when they lent them money.

Well, that was then and this is now.

According to Mintel’s exclusive consumer research for this report, more than two in five adults now claim to have been personally impacted by the recession. Moreover, another 39% know someone who has been affected. Clearly, the effects of the current downturn are already widespread.

British Lifestyles 2009 reviews how the recession is impacting on consumer markets and forecasts its likely longer-term effects to 2014. The report considers which markets have been winners and losers over the past decade and what has driven change in the main market sectors.

But this year’s issue delves deeper into the impact of the recession, focusing on the causes and consequences of consumer economic fears. Where will the consumer’s axe fall, and what has driven consumer confidence to drop so precipitously and so rapidly in this recession compared to the last? What role, for example, did the media play in driving confidence down?

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Table of contents

  1. Issues in the Market

      • Definitions and abbreviations
      • Future Opportunities

        • Along came the Black Swan
          • What we know we don’t know very well
            • The Black Swan Effect
              • Think more, calculate less
                • A precarious future?
                  • The paradox of knowledge
                    • Misinform your customers at your peril
                      • Not all consumers want empowerment
                        • The value and brand effect: Searching for an anchor
                          • The search for treats
                          • Britain Today – Demographics

                              • Rate of population growth to stabilise
                                • Figure 1: Population numbers and growth, 1998-2014
                              • Population trends: Maturity over youth
                                • Figure 2: Population breakdown, by age, 2004, 2009 and 2014
                              • The future belongs to the retired
                                • Figure 3: Lifestage changes, 2003-08 and 2009-14
                                • Figure 4: Total population change, by age, 2004-09 and 2009-14
                              • Greater lifestyle and financial segmentation
                                • Figure 5: Classification of over 65-year-olds, by their financial situation, April 2008
                                • Figure 6: Lifestyle situation of 65+ adults, by wealth type, April 2008
                              • The rise of the GOTYs
                                • Figure 7: Over-65s with a young outlook on life, May 2008
                              • Implications
                                  • Figure 8: The areas over-65s want to spend more on, May 2008
                                • But don’t forget students – an attractive market
                                  • Cross-generational income flows
                                    • Girl power
                                      • Figure 9: Female population change, by age, 2004-09 and 2009-14
                                      • Figure 10: The breakdown of the population, by gender and age, 2014
                                      • Figure 11: Male population change, by age, 2004-09 and 2009-14
                                    • Birth rate stabilising…
                                      • Figure 12: Births and fertility, 2002-14
                                    • More career women
                                      • Figure 13: Percentage of men and women of working age in work, 2000-14
                                    • More children born out of wedlock
                                      • Fewer marriages, more divorce
                                        • Figure 14: Trends in the number of marriages and divorces, 2000-14
                                        • Figure 15: Number of divorces as a percentage of marriages, 2001-14
                                      • A more civil affair
                                        • Figure 16: The number of marriages in England and Wales, by type of ceremony, 1981-2007
                                      • From brawn to brain
                                        • Smaller households
                                          • Figure 17: Number of households in the UK (million) and average household size (persons per household), 1991-2014
                                        • Smaller, one-person households on the increase
                                          • Figure 18: Households in England, by type (000), 2002-26
                                        • Immigration trends: Is the UK losing its appeal?
                                          • Figure 19: Net migration flow into the UK (000), 1991-2007
                                        • Yes for Eastern European workers
                                          • Figure 20: Approved applicants for the Worker Registration Scheme*, Q1 2005-Q4 2008
                                        • Implications: Rise of the ‘beanpole’ family and ‘sandwich’ generation
                                          • Will we all be richer but more vulnerable?
                                            • Figure 21: Adult population breakdown, by socio-economic group, 2004, 2009 and 2014
                                          • Has the housing love affair cooled?
                                            • Figure 22: The level of owner occupation of dwellings in the UK, 1991-2014
                                        • Britain Today – Economic factors

                                          • Tough times ahead
                                            • Figure 23: The annualised growth of real GDP, Q1 2006-Q1 2011
                                            • Figure 24: Annual changes in real GDP, PDI and consumer expenditure, 1997-2014
                                            • Figure 25: Past and future trends for main economic indicators (% real growth), 2002-08 and 2008-14
                                          • Culture of pessimism
                                            • Figure 26: Index of consumer confidence*, January 1985-January 2009
                                          • Look at it relatively
                                            • Figure 27: The deviation of the Index of Consumer Confidence from the average*, January 1985-January 2009
                                          • Recession and confidence: Chicken or egg?
                                            • Figure 28: A comparison of annualised real gdp growth and consumer confidence*, January 1985-January 2009
                                          • 1989-92 recession: Consumers had their fingers on the economic pulse
                                            • Today’s recession: Consumers have had no time to check the pulse
                                              • How consumers respond to a recession
                                                  • Figure 29: A comparison of annualised real consumer expenditure growth and consumer confidence+, January 1985-January 2009
                                                • Luxuries feel the strain
                                                    • Figure 30: Annualised growth in consumer expenditure, by type of expenditure, 1985 Q1-2009 Q1
                                                  • But even in a recession some of life’s luxuries are “essential”
                                                    • Savings comes back into fashion
                                                      • Figure 31: Consumer savings (current prices) and the savings rate, 1998-2014
                                                    • Unemployment: The real killer of consumer confidence
                                                      • Figure 32: Level of unemployment in the UK (aged 16+), seasonally adjusted, 1988 Q1-2008 Q3
                                                    • Consumers more vulnerable to unemployment today
                                                      • Figure 33: The number of months consumers could survive without any income, 1998-2008
                                                    • A crunch on credit
                                                      • Figure 34: Net amounts of credit extended, 1996-2014
                                                    • Consumers try to rebuild their balance sheets
                                                      • Figure 35: Consumer credit outstanding and as a % of PDI, 1996-2014
                                                      • Figure 36: Net worth of the household sector, 2000-08
                                                    • Back to the future, or retro chic gone mad
                                                      • Figure 37: The Net Liquid Wealth* of consumers Q1 1987-Q3 2008
                                                    • But falling interest rates will ease the burden
                                                      • Figure 38: Average UK base rates, cost of servicing debt, 1989-2014
                                                      • Figure 39: The debt burden*, 1987 Q1-2008 Q3
                                                  • Expenditure Overview

                                                    • Consumer priorities
                                                      • The prominence of housing
                                                        • Figure 40: Changing shares of main categories ofspend, at current prices, 1998-2008
                                                      • Why the crunch bites so deep
                                                        • In-depth view
                                                          • Figure 41: Changing shares of individual categories ofspend, at current prices, 1998-2008
                                                        • In-depth view – the real picture
                                                          • Figure 42: Changing shares of individual categories ofspend, at constant 1998 prices, 1998-2008
                                                        • Real growth over a half lower
                                                          • Top 20 winners
                                                            • Figure 43: Top 20 individual share growth areas, 1998-2008
                                                          • Top 20 losers
                                                            • Figure 44: Bottom 20 individual declining share areas, 1998-2008
                                                          • The more immediate picture
                                                            • Figure 45: Market size trends, by sector, at 2009 prices, 2007-10
                                                            • Figure 46: Markets that experienced positive growth over the period 2008-09, at 2009 prices
                                                            • Figure 48: Markets that experienced below average negative growth over the period 2008-09, at 2009 prices
                                                        • In-home Food

                                                          • Market size and trends
                                                            • Figure 49: In-home food sales value, by sub-sector, 2008
                                                            • Figure 50: Trends in sales of in-home food, at current prices, 1998-2008
                                                          • Ethnic foods
                                                            • Getting aspirational
                                                              • I want local, as long as its available 24/7
                                                                • My body is a temple, except when it’s not convenient
                                                                  • The campaign for real food
                                                                    • Will the consumer aspire in a recession?
                                                                      • Will recession lead to a permanent change in buying?
                                                                        • Forecast
                                                                          • Figure 51: In-home food market, at current prices, 2004-14
                                                                          • Figure 52: in-home food market, at 2009 prices, 2004-14
                                                                        • The focus on health to continue
                                                                          • But aspirations could be dented
                                                                            • Will ready meals and dairy products stage a comeback?
                                                                              • Factors used in forecast
                                                                                • Consumer insight
                                                                                  • The shopping portfolio
                                                                                    • Increased shopping complexity
                                                                                    • Non-alcoholic Beverages

                                                                                      • Market size and trends
                                                                                        • Figure 53: Non-alcoholic drinks sales value, by sub-sector, 2008
                                                                                        • Figure 54: Trends in sales of non-alcoholic drinks, at current prices, 1998, 2003 and 2008
                                                                                      • Aspiring to something better
                                                                                        • Natural health the new Holy Grail
                                                                                          • Wellness drinks
                                                                                            • Fruit juices, riding the healthy wave
                                                                                              • Carbonates in poor health?
                                                                                                • Hot drinks feeling the heat at home
                                                                                                  • But coffee shops have been on the boil
                                                                                                    • But health has its limits
                                                                                                      • Forecast
                                                                                                        • Figure 55: Non-alcoholic drinks market, at current prices, 2004-14
                                                                                                        • Figure 56: Non-alcoholic drinks market, at 2009 prices, 2004-14
                                                                                                      • Factors used is forecast
                                                                                                        • Consumer insight
                                                                                                          • The guilty drinker
                                                                                                            • Carbonate drinkers
                                                                                                                • Figure 57: How attitudinal groups differentiate on carbonate consumption, November 2008
                                                                                                            • Alcoholic Drinks

                                                                                                              • Market size and trends
                                                                                                                • Figure 58: Alcoholic drinks sales value, by sub-sector, 2008
                                                                                                                • Figure 59: Trends in sales of alcoholic drinks, at current prices, 1998-2008
                                                                                                              • A taste and fashion driven market
                                                                                                                • Going Continental
                                                                                                                  • Trading up boosts values
                                                                                                                    • Own-label an attractive choice
                                                                                                                      • On-trade finds the going tough
                                                                                                                        • Concerns over young drinkers…
                                                                                                                          • …and binge drinking
                                                                                                                            • Which is damaging the image of some sectors
                                                                                                                              • Forecast
                                                                                                                                • Figure 60: Alcoholic drinks market, at current prices, 2004-14
                                                                                                                                • Figure 61: Alcoholic drinks market, at 2009 prices, 2004-14
                                                                                                                              • Factors used in forecast
                                                                                                                                • Consumer insight
                                                                                                                                  • Traditional drinks versus young drinks
                                                                                                                                    • Ales and stout: Tradition and heritage important
                                                                                                                                      • Cocktails and alcoholic mixables – fun and convenience is important
                                                                                                                                      • Beauty and Personal Care

                                                                                                                                        • OTC Pharmaceuticals
                                                                                                                                          • Market size and trends
                                                                                                                                            • Figure 62: OTC pharmaceutical product sales value, by sub-sector, 2008
                                                                                                                                            • Figure 63: Trends in sales of OTC pharmaceutical products, at current prices, 1998-2008
                                                                                                                                          • From the pharmacists to the grocer
                                                                                                                                            • Can’t wait, wont wait
                                                                                                                                              • Health not medication
                                                                                                                                                • Looking for alternatives
                                                                                                                                                  • Giving up the weed
                                                                                                                                                    • Getting the diet right
                                                                                                                                                      • From self treatment to self-diagnosis
                                                                                                                                                        • Personal care
                                                                                                                                                          • Market size and trends
                                                                                                                                                            • Figure 64: Personal care sales value, by sub-sector, 2008
                                                                                                                                                            • Figure 65: Trends in sales of personal care products, at current prices, 1998, 2003 and 2008
                                                                                                                                                          • Keeping up appearances
                                                                                                                                                            • Giving nature a little help
                                                                                                                                                              • Haircare: A mature sector, but fashion influenced
                                                                                                                                                                • Where women lead, men follow slowly
                                                                                                                                                                  • Fragrances: A greater range of influences
                                                                                                                                                                    • Forecast
                                                                                                                                                                      • Figure 66: Personal care and otc pharmaceuticals market, at current prices, 2004-14
                                                                                                                                                                      • Figure 67: Personal care and otc pharmaceuticals market, at 2009 prices, 2004-14
                                                                                                                                                                    • A bright future for OTC medicine prospects
                                                                                                                                                                      • Personal care: Age the driver
                                                                                                                                                                        • Factors used in forecast
                                                                                                                                                                          • Consumer insight
                                                                                                                                                                            • Skincare, sex and age
                                                                                                                                                                              • Skincare typologies
                                                                                                                                                                              • Clothing and Adornment

                                                                                                                                                                                • Market size and trends
                                                                                                                                                                                  • Figure 68: Adornment sales value, by sub-sector, 2008
                                                                                                                                                                                  • Figure 69: Sales of clothing and adornment products, at current prices, 1998, 2003 and 2008
                                                                                                                                                                                • Mid-market is squeezed
                                                                                                                                                                                  • Ethical clothing
                                                                                                                                                                                    • Womenswear
                                                                                                                                                                                      • Plus-size market
                                                                                                                                                                                        • Accessories and jewellery
                                                                                                                                                                                          • Menswear
                                                                                                                                                                                            • Childrenswear
                                                                                                                                                                                              • Footwear
                                                                                                                                                                                                • Forecast
                                                                                                                                                                                                  • Figure 70: Adornment market, at current prices, 2004-14
                                                                                                                                                                                                  • Figure 71: Adornment market, at 2009 prices, 2004-14
                                                                                                                                                                                                • Factors used in forecast
                                                                                                                                                                                                  • Consumer insight
                                                                                                                                                                                                    • Clothing shopping typologies
                                                                                                                                                                                                    • Eating Out

                                                                                                                                                                                                      • Market size and trends
                                                                                                                                                                                                        • Figure 72: Eating out and takeaways sales value, by sub-sector, 2008
                                                                                                                                                                                                        • Figure 73: Trends in eating out and takeaways, at current prices, 1998-2008
                                                                                                                                                                                                      • Eating out culture
                                                                                                                                                                                                        • Greater choice
                                                                                                                                                                                                          • A fragmented market
                                                                                                                                                                                                            • Formal restaurants vulnerable to the crunch…
                                                                                                                                                                                                              • But helped by TV chefs
                                                                                                                                                                                                                • Small outlets can’t compete on price
                                                                                                                                                                                                                  • The supermarket threat
                                                                                                                                                                                                                    • Thai on the rise
                                                                                                                                                                                                                      • Home delivery on the up
                                                                                                                                                                                                                        • Pubs remain the nation’s favourite
                                                                                                                                                                                                                          • Forecast
                                                                                                                                                                                                                            • Figure 74: Eating out and takeaways market, at current prices, 2004-14
                                                                                                                                                                                                                            • Figure 75: Eating out and takeaways market, at 2009 prices, 2004-14
                                                                                                                                                                                                                          • Factors used in forecast
                                                                                                                                                                                                                            • Little growth in the coming years
                                                                                                                                                                                                                              • Consumer insight
                                                                                                                                                                                                                                • Ethnic restaurant consumer
                                                                                                                                                                                                                                  • Experimenters (40% of respondents)
                                                                                                                                                                                                                                    • Unconcerned (19% of respondents)
                                                                                                                                                                                                                                      • Convenience Motivated (13% of respondents)
                                                                                                                                                                                                                                        • Habitual diners (28% of respondents)
                                                                                                                                                                                                                                        • Technology and Communications

                                                                                                                                                                                                                                          • Market size and trends
                                                                                                                                                                                                                                            • Figure 76: Technology and communications sales value, by sub-sector, 2008
                                                                                                                                                                                                                                            • Figure 77: Trends in sales of technology and communications products, at current prices, 1998-2008
                                                                                                                                                                                                                                          • Innovation-led
                                                                                                                                                                                                                                            • The role of the teenager
                                                                                                                                                                                                                                              • Increasing elements of personal control
                                                                                                                                                                                                                                                • Convergence and the digital revolution
                                                                                                                                                                                                                                                  • The home entertainment hub
                                                                                                                                                                                                                                                    • New DVD platforms
                                                                                                                                                                                                                                                      • The virtual takes over from the actual
                                                                                                                                                                                                                                                        • Greater technology access
                                                                                                                                                                                                                                                          • But do we exploit what’s on offer?
                                                                                                                                                                                                                                                            • Searching for the killer app
                                                                                                                                                                                                                                                              • Going mobile
                                                                                                                                                                                                                                                                • Format wars
                                                                                                                                                                                                                                                                  • What does the crunch mean for technology?
                                                                                                                                                                                                                                                                    • Green technology
                                                                                                                                                                                                                                                                      • Forecast
                                                                                                                                                                                                                                                                        • Figure 78: Technology and communications market, at current prices, 2004-14
                                                                                                                                                                                                                                                                        • Figure 79: Technology and communications market, at 2009 prices, 2004-14
                                                                                                                                                                                                                                                                      • Factors used in forecast
                                                                                                                                                                                                                                                                        • Consumer insight
                                                                                                                                                                                                                                                                          • Product adopters
                                                                                                                                                                                                                                                                            • Figure 80: Attitudes towards buying new technology (including gadgets, equipment and software), June 2008
                                                                                                                                                                                                                                                                        • Entertainment

                                                                                                                                                                                                                                                                          • Market size and trends
                                                                                                                                                                                                                                                                            • A diverse sector
                                                                                                                                                                                                                                                                                • Figure 81: Entertainment sales value, by sub-sector, 2008
                                                                                                                                                                                                                                                                                • Figure 82: Trends in entertainment, at current prices, 1998, 2003 and 2008
                                                                                                                                                                                                                                                                              • A recession-threatened sector
                                                                                                                                                                                                                                                                                • Getting fit and feeling good
                                                                                                                                                                                                                                                                                  • Still looking to have a punt
                                                                                                                                                                                                                                                                                    • Looking good is the biggest expenditure
                                                                                                                                                                                                                                                                                      • Evenings out: The first to suffer in the recession
                                                                                                                                                                                                                                                                                        • Days out: Recession proof(ish)
                                                                                                                                                                                                                                                                                          • Forecast
                                                                                                                                                                                                                                                                                            • Figure 83: Entertainment market, at current prices, 2004-14
                                                                                                                                                                                                                                                                                            • Figure 84: Entertainment market, at 2009 prices, 2004-14
                                                                                                                                                                                                                                                                                          • Factors used in forecast
                                                                                                                                                                                                                                                                                            • Consumer insight
                                                                                                                                                                                                                                                                                              • The social aspects of bingo
                                                                                                                                                                                                                                                                                                • Figure 85: General attitudes towards bingo, by bingo playing habits, January 2008
                                                                                                                                                                                                                                                                                            • News, Print and Tobacco

                                                                                                                                                                                                                                                                                              • Market size and trends
                                                                                                                                                                                                                                                                                                • Figure 86: Newsagents’ goods sales value by sub-sector, 2008
                                                                                                                                                                                                                                                                                                • Figure 87: Trends in sales of newsagents’ goods, at current prices, 1998, 2003 and 2008
                                                                                                                                                                                                                                                                                              • Cigarettes and tobacco: Turning to ash?
                                                                                                                                                                                                                                                                                                • Newspapers: Readership moves online and loyalty falls
                                                                                                                                                                                                                                                                                                  • The Amazon Effect
                                                                                                                                                                                                                                                                                                    • Magazines and comics the star performers
                                                                                                                                                                                                                                                                                                      • Greeting cards: Stable but enduring
                                                                                                                                                                                                                                                                                                        • Forecast
                                                                                                                                                                                                                                                                                                          • Figure 88: Newsagents’ goods market, at current prices, 2004-14
                                                                                                                                                                                                                                                                                                          • Figure 89: Forecast of the value of newsagents’ goods market, at 2009 prices, 2004-14
                                                                                                                                                                                                                                                                                                        • Factors used in forecast
                                                                                                                                                                                                                                                                                                          • Consumer insight
                                                                                                                                                                                                                                                                                                            • Loyalists are important to women’s magazines
                                                                                                                                                                                                                                                                                                            • Home and Garden

                                                                                                                                                                                                                                                                                                              • Market size and trends
                                                                                                                                                                                                                                                                                                                • Figure 90: Home and garden sales value, by sub-sector, 2008
                                                                                                                                                                                                                                                                                                                • Figure 91: Trends in home and garden products, at current prices, 1998-2008
                                                                                                                                                                                                                                                                                                              • Home ownership drives the market
                                                                                                                                                                                                                                                                                                                • Renovate rather than move
                                                                                                                                                                                                                                                                                                                  • The desire to refurnish
                                                                                                                                                                                                                                                                                                                    • The bacterial bogeyman
                                                                                                                                                                                                                                                                                                                      • Domestic service: Losing its labour
                                                                                                                                                                                                                                                                                                                        • Gardening going through a rough patch
                                                                                                                                                                                                                                                                                                                          • Household durables: Market maturity
                                                                                                                                                                                                                                                                                                                            • Kitchen and dinning ware: A cut above the rest
                                                                                                                                                                                                                                                                                                                              • Forecasts
                                                                                                                                                                                                                                                                                                                                • Figure 92: Home and garden goods market, at current prices, 2004-14
                                                                                                                                                                                                                                                                                                                                • Figure 93: Home and garden goods market, at 2009 prices, 2004-14
                                                                                                                                                                                                                                                                                                                              • Factors used in forecast
                                                                                                                                                                                                                                                                                                                                • Consumer insight
                                                                                                                                                                                                                                                                                                                                  • Green fingers drive gardening market
                                                                                                                                                                                                                                                                                                                                    • Enthusiasts (24%)
                                                                                                                                                                                                                                                                                                                                      • Dabblers (22%)
                                                                                                                                                                                                                                                                                                                                        • Instants (21%)
                                                                                                                                                                                                                                                                                                                                          • Uninterested (33%)
                                                                                                                                                                                                                                                                                                                                          • Personal Transport

                                                                                                                                                                                                                                                                                                                                            • Market size and trends
                                                                                                                                                                                                                                                                                                                                              • Figure 94: Personal transport sales value, by sub-sector, 2008
                                                                                                                                                                                                                                                                                                                                              • Figure 95: Trends in personal transport, at current prices, 1998-2008
                                                                                                                                                                                                                                                                                                                                            • Cars crash?
                                                                                                                                                                                                                                                                                                                                              • Motorcycles out perform cars
                                                                                                                                                                                                                                                                                                                                                • The petrol rollercoaster
                                                                                                                                                                                                                                                                                                                                                  • Aftercare sector losing its steam
                                                                                                                                                                                                                                                                                                                                                    • Pay and ride
                                                                                                                                                                                                                                                                                                                                                      • Vehicle recovery
                                                                                                                                                                                                                                                                                                                                                        • Forecast
                                                                                                                                                                                                                                                                                                                                                          • Figure 96: Personal transport market, at current prices, 2004-14
                                                                                                                                                                                                                                                                                                                                                          • Figure 97: Forecast of personal transport expenditure, at 2009 prices, 2004-14
                                                                                                                                                                                                                                                                                                                                                        • Factors used in forecast
                                                                                                                                                                                                                                                                                                                                                          • Consumer insight
                                                                                                                                                                                                                                                                                                                                                            • Car buying intentions
                                                                                                                                                                                                                                                                                                                                                              • The role of finance
                                                                                                                                                                                                                                                                                                                                                              • Housing

                                                                                                                                                                                                                                                                                                                                                                • Market size and trends
                                                                                                                                                                                                                                                                                                                                                                  • Figure 98: Housing value by sub-sector, 2008
                                                                                                                                                                                                                                                                                                                                                                  • Figure 99: Housing trends, at current prices, 1998, 2003 and 2008
                                                                                                                                                                                                                                                                                                                                                                • Housing market comes under pressure
                                                                                                                                                                                                                                                                                                                                                                  • Housing wealth evaporates
                                                                                                                                                                                                                                                                                                                                                                    • Figure 100: Net worth of the household sector in housing, 2000-08
                                                                                                                                                                                                                                                                                                                                                                  • Severe pressure on mortgage lenders
                                                                                                                                                                                                                                                                                                                                                                    • Smaller dwellings in demand
                                                                                                                                                                                                                                                                                                                                                                      • Second homes
                                                                                                                                                                                                                                                                                                                                                                        • Equity withdrawal and remortgaging
                                                                                                                                                                                                                                                                                                                                                                          • Will householders start doing it for themselves again?
                                                                                                                                                                                                                                                                                                                                                                            • Local taxes make bigger demands on household budgets
                                                                                                                                                                                                                                                                                                                                                                              • House price falls ease the stamp duty burden
                                                                                                                                                                                                                                                                                                                                                                                • High energy inflation in fuel costs
                                                                                                                                                                                                                                                                                                                                                                                  • Forecasts
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 101: Housing market, at current prices, 2004-14
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 102: Forecast of housing market, at 2009 prices, 2004-14
                                                                                                                                                                                                                                                                                                                                                                                  • Factors used in forecast
                                                                                                                                                                                                                                                                                                                                                                                    • Consumer insight
                                                                                                                                                                                                                                                                                                                                                                                      • Attitudes towards property investment
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 103: Details of the Seven BTL Investment typologies, January 2009
                                                                                                                                                                                                                                                                                                                                                                                      • Liking not the same as wanting
                                                                                                                                                                                                                                                                                                                                                                                      • Holidays and Travel

                                                                                                                                                                                                                                                                                                                                                                                        • Market size and trends
                                                                                                                                                                                                                                                                                                                                                                                          • Figure 104: Holiday and travel sales value, by sub-sector, 2008
                                                                                                                                                                                                                                                                                                                                                                                          • Figure 105: Trends in holiday and travel expenditure, at current prices, 1998-2008
                                                                                                                                                                                                                                                                                                                                                                                        • The spirit of adventure
                                                                                                                                                                                                                                                                                                                                                                                          • Overseas holidays – struggling during the crunch?
                                                                                                                                                                                                                                                                                                                                                                                            • Will the package tour stage a revival?
                                                                                                                                                                                                                                                                                                                                                                                              • Possible benefit for UK self catering holidays
                                                                                                                                                                                                                                                                                                                                                                                                • Along with Butlins
                                                                                                                                                                                                                                                                                                                                                                                                  • Coach packages – low interest rates a strong negative
                                                                                                                                                                                                                                                                                                                                                                                                    • Forecasts
                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 106: Holiday and travel market, at current prices, 2004-14
                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 107: Forecast of value of holiday and travel market, at 2009 prices, 2004-14
                                                                                                                                                                                                                                                                                                                                                                                                    • Factors used in forecast
                                                                                                                                                                                                                                                                                                                                                                                                      • Consumer insight
                                                                                                                                                                                                                                                                                                                                                                                                        • Overseas holiday segments
                                                                                                                                                                                                                                                                                                                                                                                                        • Personal Finance

                                                                                                                                                                                                                                                                                                                                                                                                          • Market size and trends
                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 108: Personal finance sales value, by sub-sector, 2008
                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 109: Trends in personal finance, at current prices, 1998-2008
                                                                                                                                                                                                                                                                                                                                                                                                            • Occupation pensions: No longer the pillar they once were
                                                                                                                                                                                                                                                                                                                                                                                                              • SIPPs: Star performer of the private pensions market
                                                                                                                                                                                                                                                                                                                                                                                                                • Growth in charges, fees and commissions ends
                                                                                                                                                                                                                                                                                                                                                                                                                  • Motor insurance
                                                                                                                                                                                                                                                                                                                                                                                                                    • Property insurance
                                                                                                                                                                                                                                                                                                                                                                                                                      • PMI and health
                                                                                                                                                                                                                                                                                                                                                                                                                        • Creditor insurance: The bubble has well and truly burst
                                                                                                                                                                                                                                                                                                                                                                                                                          • Niche general insurance markets
                                                                                                                                                                                                                                                                                                                                                                                                                            • Life cover premiums decline
                                                                                                                                                                                                                                                                                                                                                                                                                              • Changes in distribution
                                                                                                                                                                                                                                                                                                                                                                                                                                • Charitable donations survive the crash, so far
                                                                                                                                                                                                                                                                                                                                                                                                                                  • Forecasts
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 110: Personal finance market, at current prices, 2004-14
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 111: Forecast of value of personal finance market, at 2009 prices, 2004-14
                                                                                                                                                                                                                                                                                                                                                                                                                                  • Factors used in forecast
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Consumer insight
                                                                                                                                                                                                                                                                                                                                                                                                                                      • Attitudes towards pensions
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Use of advisors
                                                                                                                                                                                                                                                                                                                                                                                                                                        • A Miscellany – The Remaining Spend

                                                                                                                                                                                                                                                                                                                                                                                                                                          • Market size and trends
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 112: Miscellaneous sales value, by sub-sector, 2008
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 113: Trends for miscellaneous expenditure, at current prices, 1998-2008
                                                                                                                                                                                                                                                                                                                                                                                                                                          • Pet food and petcare: Looking after one of the family
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Optical goods
                                                                                                                                                                                                                                                                                                                                                                                                                                              • Funerals
                                                                                                                                                                                                                                                                                                                                                                                                                                                • Nappies and baby wipes
                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Cosmetic surgery
                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Forecast
                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 114: Miscellaneous market, at current prices, 2004-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 115: Miscellaneous market, at constant prices, 2004-14
                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Factors used in forecast
                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Consumer insight
                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Pamperers lead the pet market
                                                                                                                                                                                                                                                                                                                                                                                                                                                        • The Consumer Angle – What Worries Us?

                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Consumer research analysis
                                                                                                                                                                                                                                                                                                                                                                                                                                                            • It’s the economy stupid…
                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 116: The main issues about which consumers are concerned, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                            • But non-economic issues also press on consumers
                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Worrier typologies
                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 117: Consumer worry typologies, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                              • The main economic worries
                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 118: Worrier typologies, by the factors that cause concern, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 119: Worrier typolgies, by the economic/financial factors that cause concern, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Fretters finding it hard to cope
                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 120: Adults’ financial situation at the moment, by worrier typologies. February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Not knowing when can be as bad as not knowing if
                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • The worst case scenario
                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • The middle case
                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • The best case scenario
                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Characteristics of the worrier typologies
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 121: Work Worriers compared to all adults on selected characteristics, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 122: Natural Born Worriers compared to all adults on selected characteristics, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Credit envy?
                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 123: Am I Bothered? compared to all adults on selected characteristics, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 124: Interest Anxious compared to all adults on selected characteristics, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Fretting Over Finance (13%): Poor and always fretting
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 125: Fretting Over Finance compared to all adults on selected characteristics, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • An issue of control
                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • The Consumer Angle – Economic Confidence Lost

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Economic fears outweigh personal fears
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 126: The degree of consumer fear about the economy and their personal finance, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Natural Born Worriers worry the most, naturally!
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 127: The Net+ percentage of consumers worried about their personal situation and the economy in the next 12 months, by worrier typologies, January 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Am I Bothered? – err actually yes!
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 128: The fear gap+ by worrier typologies, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Personal experience: The source of all fears?
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 129: Effect of the economy on personal financial situation, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • The poor and old feel the effects
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • I’m ok, but know someone who’s felt the effects
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Personal experience determines personal finance fears
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 130: The relationship between personal finance worries and the personal impact of the crunch, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Other people’s experience impact on economic fears
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 131: The relationship between general economy finance worries and knowing people impacted by the crunch, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 132: Impact of the Recession/credit crunch on Personal finance by worrier typologies, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • The closer the relation, the more likely spending will be affected
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Recession typologies
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 133: Recession typologies, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 134: Current financial situation and impact of recession among recessiontypologies, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • So who is this recession hitting, after all?
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • The working class worry more about their personal finance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 135: Degree+ of consumer fear about personal finances, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Middle class hit as hard as the working class
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 136: Fear typologies, by selected demographics, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Economic fears are democratically spread
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 137: The degree+ of consumer fear about the economy, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • How much has experience influenced worries?
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 138: Impact of the recession on consumer financial circumstances, by worrier typologies, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • The path of the crunch
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • The Consumer Angle – The Impact of the Crunch

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • The impact is widespread
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Poorer adults are the most likely to have jumped
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • When the recession bites, consumers adjust their spending
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 139: Consumers who have cut back on their spending (yes or no) because of the recession, by recession typologies, 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Fear alone can cause major spending adjustments
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 140: Analysis of the causes of changing spending patterns in the recession, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Work Worriers lead the spending cuts
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 141: breakdown of the causes of adults cutting back on spending during the recession, by worrier typologies, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 142: Recession influence and the tendency to cut spending by worrier typologies, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • It’s the lack of fall back position that drives fear
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • The Fearists: Young, female and loaded
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 143: Proportion of Adults adjusting spending mainly out of fear, by key demographics, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • The Recessionists: Mature and unloaded
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 144: Proportion of adults adjusting spending mainly due to the effects of the recesson, by key demographics, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • The recession: Democratic in impact, but not in cause
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Leisure and appearance take the hit
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 145: The items adults are cutting back on in the recession, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Women lead trading down at supermarkets
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Haute couture vs prêt-à-porter
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Eating and drinking out lose the middle-age spread
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Will supermarkets lose out to Amazon?
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Leisure losing its way
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Fearists and Recessionists show the same pattern of response
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 146: The items adults are cutting back on in the recession, by cause of spending cutback, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • The more the recession bites, the more items are cut
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 147: Number of everyday items consumers have cut back on in the crunch, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Big ticket items will have a tough time
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 148: Things the recession has prevented consumers doing or buying over the next six months, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Consumers set to become more price-conscious
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Summer family holiday feels the heat
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • The affluent focus on their savings
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Mid-market clothing to suffer more
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Car market: No recovery in sight
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Trading up homes falls out of fashion
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Are you an actor or a watcher?
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 149: Things the recession will prevent consumers doing or buying over the next 12 months, by response category, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Affluent family adults to most likely to act
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 150: Proportion of ‘actors’, by key demographics, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Green shoots: The first sign of the bottom of the recession?
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 151: The tendecy to act or watch by worrier, fear and recession typologies, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • The Consumer Angle – News Push or Fact Pull

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Act first, think later?
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 152: How many months ago did consumers decide to cut down spending, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 153: How many months ago consumers decided to cut down spending, by recession typologies, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Why is this recession different? The contagion of recession
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • A large information gap
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Consumer search for information to fill the gap
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 154: Examples of adoption of recession views during a recession, by month
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Media plays a strong role for the recession bitten
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 155: The cumulative percentage of adults adjusting their spending, by time of adjustment, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Is a little knowledge a dangerous thing?
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 156: Breakdown of Consumer Based on their responsiveness to economic news and developments, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • The chicken and egg effect
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Assessing strength of external influence
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 157: The impact of personal and media influences on consumer worries about the economy and their personal finances, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • The Proactives are more media-aware
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 158: The cumulative percentage of consumers adjusting their spending, by time of adjustment, by responsiveness to news, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 159: The impact of personal and media influences on consumer views of the economy and their personal finances, by reaction to economic news, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Natural Born Worriers rely on the media
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 160: The Percentage of adults cutting back on their spending, by responsiveness to external media influence, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • The affluent have the F factor, which…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 161: The percentage of consumers who are proactive, by key demographics, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • … leads to more worry and less spending
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 162: Consumer reaction to economic news and events, by worrier typologies, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 163: The percentage of adults cutting back on their spending, by responsiveness to economic news and confidence in personal finances, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Sensationalism vs informed debate
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 164: Change in consumer views of what worries then over the course of the interview, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 165: Change in the percentage of adults concerned about economic/finance matters between the start and end of the survey, by worrier typologies, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Market Sizes Appendix

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • In-home food
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 166: Market value of in-home food products, 1998-2008
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Non-alcoholic drinks
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 167: Market value of non-alcoholic drinks, 1998-2008
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Alcoholic drinks
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 168: Market value of alcoholic drinks, 1998-2008
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Clothing and adornment
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 169: Market value of clothing products, 1998-2008
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Beauty and personal care
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 170: Market value of OTC phamraceuticals, 1998-2008
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 171: Market value of personal care products, 1998-2008
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Eating out and takeaways
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 172: Market value of eating out and takeaways products, 1998-2008
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Technology
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 173: Market value of technology products, 1998-2008
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Entertainment
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 174: Market value of entertainment products, 1998-2008
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Newsagents goods
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 175: Market value of newsagents goods, 1998-2008
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Home and garden
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 176: Market value of home and garden products, 1998-2008
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Personal transport
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 177: Market value of personal transport, 1998-2008
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Housing
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 178: Market value of housing, 1998-2008
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Holidays and travel
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 179: Market value of holidays, 1998-2008
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Personal finance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 180: Market value of personal finance, 1998-2008
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Miscellaneous
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 181: Market value of miscellaneous products, 1998-2008
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Appendix – The Consumer Angle: What Worries Us?

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 182: Worrier typologies by demographics, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Appendix – The Consumer Angle: Economic Confidence Lost

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 183: Impact of the recession/credit crunch on personal finance by worrier typologies, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 184: Profile of recession typologies, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Appendix – The Consumer Angle: The Impact of the Crunch

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 185: Have you cut down on your spending because of the current economic situation?, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 186: Have you cut down on your spending because of the current economic situation? by worry typologies, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 187: Breakdown of the causes of adults cutting back on spending during the recession, by demographics, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 188: The tendecy of adults to adjust their spending on big ticket items in the next 12 months (adjustment typology), by demographics, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • The Appendix – The Consumer Angle: News Push or Fact Pull

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 189: Tendency for consume to cut back on their spending, by recession typology, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 190: Tendency for consumers to cut back on their spending, by reaction to economic news, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 191: Consumer reaction to economic news etc. by news typologies, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 192: Economic news and development typologies, by demographics, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 193: The information sources which have the greatest impact on consumers’ views about the economy, by economic news and development typologies, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 194: The information sources Which have the greatest impact a consumer’s view of their own personal financial situation, by economic news and development typologies, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 195: Main worries facing consumers, by worry typologies: End of survey responses, February 2009
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 196: Main worries facing consumers, by worry typologies: Start of survey responses, February 2009

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                British Lifestyles 2009 - Consumer Choices in a Fear-led Economy - April 2009

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