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British Lifestyles 2010 - Focusing on the Essentials - August 2010

Britain has emerged from the recession but is faced with a long and lingering period of uncertainty. Consumers remain wary about the future, and this is reflected in spending habits and attitudes about what is 'essential'.

With further cuts ahead, the general mindset is one of caution, with the biggest question of all being 'what next?'

However, there is positivity too - people seemed to have moved away from the fear that pervaded much of the last 12 months.

British Lifestyles 2010 examines a society in flux, looking at socio-demographic shifts, market sizes and forecasts, who was hit hardest by the economic downturn, and how people have reacted to their changing circumstances - for better or worse. And importantly the report looks ahead and suggests how and when recovery may come.

Key findings include:

  • More people are worried about their jobs and employment prospects than last year.
  • At the same time, fewer people are primarily concerned with the state of the economy.
  • Financial pressures have eased to the extent that nearly one in four adults describe their financial positions as 'healthy'; but it is also worth noting that more than one third describe their situations as 'tight', are struggling or in trouble and a further 40% are just coping.
  • Some 12% of consumers are spending nothing on non-essentials, with 35% describing themselves as 'very cautious', 30% as 'quite cautious', and only 5% as 'not at all cautious'.

Those who cut back during the recession are, it seems, continuing to do so - but for a recovery to take place with a firm grounding, these consumers need to spend more...or, at least, not carry on cutting back on spending.

With further struggle likely in the near future, how will people modify their behaviour and choices to adapt?

As Britain looks ahead, what incentives will consumers be given to start spending freely once more? Where will optimism for economic growth come from?

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Table of contents

  1. Issues in the Market

      • Definition
        • Mintel’s fan charts
          • Research methodology
            • Abbreviations
            • Future Opportunities

              • Give them a reason to spend
                • Opportunities
                  • Fairness is paramount
                    • Opportunities
                    • Market in Brief

                      • A society in flux
                        • The recession hits consumers hard
                          • Figure 1: How the recession changed consumers’ financial situation, May 2010
                        • Consumers hunker down in the recession
                          • Figure 2: Consumer spending priorities over the past year (indicative score), May 2010
                        • Consumer worries ease but remain high…
                          • Figure 3: Segmentation of consumers, by attitudes towards worries, May 2010
                        • …as the financial pressure lifts somewhat
                          • Figure 4: How consumers would rate their current financial situation, February 2009 and May 2010
                        • Economic recovery is not leading to consumer recovery
                          • Figure 5: Consumer net* expectations on key economic developments, May 2010
                        • Don’t bet on a strong recovery
                          • Figure 6: Total consumer spending, current prices, 2005-15
                        • Who will lead the recovery if it comes?
                            • Figure 7: Breakdown of consumers by their willingness to spend in the next 12 months, May 2010
                          • How the next year will unfold
                          • Britain Today: The People

                            • Key points
                              • Population set to exceed 70 million?
                                • Figure 8: Population trends and projections, 1988-2029
                                • Figure 9: Components of population change (000 and %), 2001/02-2029/30
                              • We’re getting older…
                                • Figure 10: Index of growth of the UK population, by selected age groups, 2001-30
                              • …which has implications for future inter-generational spending
                                • Figure 11: Age structure of the UK population, by broad age groups, 2001-33
                              • Pre-/no family influence wanes
                                • Figure 12: The structure of the UK adult population, by lifestage, 2005-15
                              • Will the minorities be financing the majority?
                                • Figure 13: UK population, by ethnic group and age band, 2008
                              • The old are trying to stay younger
                                • Women still live longer than men but men are catching up
                                  • Figure 14: Gender distribution of the UK population, 2001-30
                                • Men have become more “feminine”…
                                  • Figure 15: Growth in the male and female population 2005-10 vs. 2010-15
                                  • Figure 16: Attitudinal statements on personal appearance, overall agreement, by gender, 2009
                                • …and women more masculine…
                                  • …but both with greater freedom
                                    • Figure 17: Economic activity* rate of adults of working age, by gender, 1972-2010
                                  • Is the home returning as a focus?
                                    • Figure 18: Total fertility rate and the mean standardised age of first child’s birth, 1976-2009
                                  • Households numbers rising…
                                    • Figure 19: Number of households and average household size in the UK, 1981-2031
                                  • …but household sizes falling
                                    • Figure 20: Changing structure of households in England (millions of households), 1971-2031
                                  • Cohabitation rises
                                    • Adulthood postponed…
                                      • Figure 21: Changing living arrangements among young adults, 1988 and 2008
                                    • …leading to new social divisions
                                      • Are we are all middle class now...?
                                        • Figure 22: Adult population breakdown, by socio-economic group, 2005-15
                                      • …maybe not where housing is concerned
                                        • Figure 23: The level of owner-occupation of dwellings in the UK, 2000-15
                                    • Britain Today: The Economy

                                      • Key points
                                        • The UK crawls out of recession
                                          • Figure 24: The change in UK GDP at constant 2005 prices, Q1 2006-Q1 2010
                                        • But any recovery in consumer spending will be muted
                                          • Figure 25: PDI and consumer expenditure, at current and constant 2005 prices, 2005-15
                                        • Unemployment remains a big worry…
                                          • Figure 26: Unemployment rate in the UK (all: aged 16+) seasonally adjusted+ Jan 1988-Jan 2010
                                        • …and may not ease much in the next few years
                                          • Low interest rates could ease the pressure…
                                            • Figure 27: Average UK base rates and UK inflation*, Jan 1989-Jan 2010
                                          • …but for how long?
                                            • Figure 28: Annual average UK base rates, 2005-15
                                          • When the spirit takes you
                                            • Economic confidence and the recession
                                              • Figure 29: Deviation of the index of consumer confidence from the average, January 1985-Jan 2010
                                            • Confidence drives consumer spending
                                              • Figure 30: Relative consumer confidence and real household spending (seasonally adjusted), Q1 1985-Q4 2009
                                            • The unemployment question
                                              • An end to defensive actions?
                                                • Figure 31: Annualised growth in consumer expenditure, by type of expenditure and confidence, Q1 1988-Q4 2009
                                              • Consumers rediscover frugality…
                                                • Figure 32: Consumer savings ratio, Q1 1987-Q4 2009
                                              • …which will last until 2015…
                                                • Figure 33: Consumer savings, at current and constant 2005 prices, 2005-15
                                              • …by paying off their debts and building up their assets
                                                • Figure 34: Consumer net investing/borrowing*, Q1 1987-Q4 2009
                                              • Consumers try to rebuild their balance sheets
                                              • Expenditure Overview

                                                • Key points
                                                  • Overview
                                                    • The consumer’s vulnerability to financial conditions
                                                      • Figure 36: Consumer expenditure, by sector (£m), 2009
                                                    • The home loses its appeal…
                                                      • Figure 37: Consumer expenditure (current prices), by major category 2005-09
                                                      • Figure 38: Growth in consumer expenditure in major sectors (current prices), 2005-09
                                                    • …while technology booms…
                                                      • Figure 39: Growth in consumer expenditure in major sectors (constant 2010 prices), 2005-09
                                                    • …especially during the recession
                                                      • Figure 40: Growth in consumer expenditure in major sectors (current and constant 2010 prices), 2007-09
                                                    • The young and old drive markets in current price terms…
                                                      • Figure 41: The 25 fastest growing consumer markets (current prices), by % growth, 2005-09
                                                    • …with the young important in real terms
                                                      • Figure 42: The 25 fastest growing consumer markets (constant 2010 prices), by % growth, 2005-09
                                                    • Durables and drink get hit in current price terms
                                                      • Figure 43: The top 25 contracting consumer markets (current prices), by % growth, 2005-09
                                                    • Drink also loses ground in constant price terms
                                                      • Figure 44: The top 25 contracting or smallest rowing consumer markets (constant 2010 prices), by % growth, 2005-09
                                                    • Forecast: the future’s not that bright, it could be pretty blue…
                                                      • Figure 45: Total consumer spending, at current and constant 2010 prices, 2005-15
                                                    • Assuming no double dip
                                                      • Figure 46: Total consumer spending, current prices, 2005-15
                                                    • Normal service being resumed
                                                      • Figure 47: Forecast growth or contraction in consumer spending, by sector (current and constant 2010 prices), 2010-15
                                                    • Factors used in the forecast/Fan chart explanation
                                                    • In-Home Food

                                                      • Key points
                                                        • Market size and trends
                                                          • Figure 48: In-home food sales value, by sub-sector (£m), 2009
                                                          • Figure 49: In-home food consumer expenditure, at current prices, 1999-2009
                                                        • The centre cannot hold as consumers aspire to something better…
                                                          • …but consumers are also aspiring to save money…
                                                            • …by cooking at home
                                                              • Industry responds by changing offers, pack sizes and marketing
                                                                • Own label the real winner…
                                                                  • …but for some things, quality and well-known brands can’t be beat
                                                                    • Give me that good old British taste
                                                                      • As long as the price is right
                                                                        • Fair trade bucks the trend…
                                                                          • ...which is putting the focus on labelling
                                                                            • Consumers continue to search for convenience
                                                                              • Improve my health but let me have a treat
                                                                                • I think I’m turning Japanese… and Indian, Chinese and Caribbean...
                                                                                  • Forecast
                                                                                    • Figure 50: The in-home food market, at current and constant 2010 prices, 2005-15
                                                                                    • Figure 51: In-home food market, at current prices, 2005-15
                                                                                    • Figure 52: In-home food market expected sales growth, 2005-15
                                                                                  • Factors used in the forecast/Fan chart explanation
                                                                                    • Conclusions
                                                                                    • Non-Alcoholic Beverages

                                                                                      • Key points
                                                                                        • Market size and trends
                                                                                          • Figure 53: Non-alcoholic drinks sales value by sub-sector (£m), 2009
                                                                                          • Figure 54: Non-alcoholic drinks trends, at current prices, 1999-2009
                                                                                        • There’s life in the old dog
                                                                                          • Soft drink premiumisation…
                                                                                            • …but not at any price
                                                                                              • Hot drinks also go down the premium and speciality routes
                                                                                                • Have coffee shops come off the boil?
                                                                                                  • Hot chocolate provides the comfort consumers are looking for
                                                                                                    • Forecast
                                                                                                      • Figure 55: Non-alcoholic drinks sector, at current and constant 2010 prices, 2005-15
                                                                                                      • Figure 56: Non-alcoholic drinks sector, at current prices, 2005-15
                                                                                                      • Figure 57: Anticipated growth in the non-alcoholic drinks sector, by market at current and constant 2010 prices, 2010-15
                                                                                                    • Factors used in the forecast/Fan chart explanation
                                                                                                      • Conclusions
                                                                                                      • Alcoholic Drinks

                                                                                                        • Key points
                                                                                                          • Market size and trends
                                                                                                            • Figure 58: Alcoholic drinks sales value by sub-sector (£m), 2009
                                                                                                            • Figure 59: Alcoholic drinks trends, at current prices, 1999-2009
                                                                                                          • A drop of what you fancy...
                                                                                                            • The market looks up…
                                                                                                              • …with own-label driving growth
                                                                                                                • The off-trade benefits from the decline in the on-trade
                                                                                                                  • Dangers on the horizon...
                                                                                                                    • Forecast
                                                                                                                      • Figure 60: Alcoholic drinks market, at current and constant 2010 prices, 2005-15
                                                                                                                      • Figure 61: Alcoholic drinks market, at current prices, 2005-15
                                                                                                                      • Figure 62: Forecast growth of the non-alcoholic drinks market, at current and constant 2010 prices, 2005-15
                                                                                                                    • Factors used in the forecast/Fan chart explanation
                                                                                                                      • Conclusion
                                                                                                                      • Personal Care and OTC

                                                                                                                        • Key points
                                                                                                                          • OTC pharmaceuticals market size and trends
                                                                                                                            • Figure 63: OTC pharmaceutical product sales value by sub-sector (£m), 2009
                                                                                                                            • Figure 64: OTC pharmaceutical product trends, at current prices, 1999-2009
                                                                                                                          • Consumer heal thyself
                                                                                                                            • Get well with your weekly shop
                                                                                                                              • Self diagnosis on the rise
                                                                                                                                • Health awareness prompts action
                                                                                                                                  • Allergy treatments a growing sector
                                                                                                                                    • Personal care market size and trends
                                                                                                                                      • Market performance
                                                                                                                                        • Figure 65: Personal care sales value (£m), by sub-sector, 2009
                                                                                                                                        • Figure 66: Personal care trends, at current prices, 1999-2009
                                                                                                                                      • It’s the looks, stupid
                                                                                                                                        • Nature vs. science
                                                                                                                                          • Is the brand losing its power?
                                                                                                                                            • The shower drives cleanliness
                                                                                                                                              • Forecast: OTC pharmaceuticals
                                                                                                                                                • Figure 67: OTC pharmaceuticals market, at current and constant 2010 prices, 2005-15
                                                                                                                                                • Figure 68: OTC pharmaceuticals market, at current prices, 2005-15
                                                                                                                                                • Figure 69: Anticipated Growth in the OTC pharmaceuticals market, 2005-15
                                                                                                                                              • Factors used in the forecast/Fan chart explanation
                                                                                                                                                • Forecast: Personal care
                                                                                                                                                  • Figure 70: Personal care sector, at current and constant 2010 prices, 2005-15
                                                                                                                                                  • Figure 71: Personal care market, at current prices, 2005-15
                                                                                                                                                  • Figure 72: Forecast growth of the personal care sector at current and constant 2010 prices, 2005-15
                                                                                                                                                • Factors used in the forecast/Fan chart explanation
                                                                                                                                                  • Conclusions
                                                                                                                                                  • Clothing and Adornment

                                                                                                                                                    • Key points
                                                                                                                                                      • Market size and trends
                                                                                                                                                        • Figure 73: Clothing and adornment sales value, by sub-sector (£m), 2009
                                                                                                                                                        • Figure 74: Clothing and adornment trends, at current prices, 1999-2009
                                                                                                                                                      • Clothing as an investment…
                                                                                                                                                        • Designer clothing rides out the recession…
                                                                                                                                                          • As does the value end
                                                                                                                                                            • Menswear, the new womanswear?
                                                                                                                                                              • What lies beneath?
                                                                                                                                                                • Childrenswear
                                                                                                                                                                  • Footwear
                                                                                                                                                                    • Forecast
                                                                                                                                                                      • Figure 75: Clothing and adornment market, at current prices and constant 2010 prices, 2005-15
                                                                                                                                                                      • Figure 76: Clothing and adornment market, at current prices, 2005-15
                                                                                                                                                                      • Figure 77: Anticipated growth in clothing and adornment, by segment, at current and constant 2010 prices, 2005-15
                                                                                                                                                                    • Factors used in the forecast/Fan chart explanation
                                                                                                                                                                      • Conclusion
                                                                                                                                                                      • Eating Out and Takeaways

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Market size and trends
                                                                                                                                                                            • Figure 78: Eating out and takeaway sales value, by sub-sector (£m), 2009
                                                                                                                                                                            • Figure 79: Eating out & takeaways trends, at current prices, 1999-2009
                                                                                                                                                                          • The recession cut the number of occasions
                                                                                                                                                                            • The long tail
                                                                                                                                                                              • Is the market becoming more homogeneous?
                                                                                                                                                                                • Small outlets feel the squeeze
                                                                                                                                                                                  • Eating out on the go
                                                                                                                                                                                    • Forecast
                                                                                                                                                                                      • Figure 80: Eating out and takeaways sector, at current and constant 2010 prices, 2005-15
                                                                                                                                                                                      • Figure 81: Eating out and takeaways market, at current prices, 2005-15
                                                                                                                                                                                      • Figure 82: Forecast growth in the eating out and takeaways sector, at current and constant 2010 prices, 2005-15
                                                                                                                                                                                    • Factors used in the forecast/Fan chart explanation
                                                                                                                                                                                      • Conclusions
                                                                                                                                                                                      • Technology and Communications

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Market size and trends
                                                                                                                                                                                            • Figure 83: Technology & communications sales value, by sub-sector (£m), 2009
                                                                                                                                                                                            • Figure 84: Technology & communications trends, at current prices, 1999-2009
                                                                                                                                                                                          • The adoption cycle
                                                                                                                                                                                            • I own, therefore I am
                                                                                                                                                                                              • Function inflation
                                                                                                                                                                                                • Will openness survive the walled garden?
                                                                                                                                                                                                  • Forecast
                                                                                                                                                                                                    • Figure 85: Technology & communications sector, at current and constant 2010 prices, 2005-15
                                                                                                                                                                                                    • Figure 86: Technology & communications sector, at current prices, 2005-15
                                                                                                                                                                                                    • Figure 87: Forecast growth of the technology & communications sector, at current prices and constant 2010 prices, 2005-15
                                                                                                                                                                                                  • Factors used in the forecast/Fan chart explanation
                                                                                                                                                                                                    • Conclusions
                                                                                                                                                                                                    • Entertainment

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Market size and trends
                                                                                                                                                                                                          • Figure 88: Entertainment sales value, by sub-sector (£m), 2009
                                                                                                                                                                                                          • Figure 89: Entertainment trends, at current prices, 1999-2009
                                                                                                                                                                                                        • Finance and fashion
                                                                                                                                                                                                          • Going cultural
                                                                                                                                                                                                            • Family entertainment struggles…
                                                                                                                                                                                                              • …and the young cut back on the cinema
                                                                                                                                                                                                                • TV bucks the trend
                                                                                                                                                                                                                  • Working class pursuits hit
                                                                                                                                                                                                                    • Keeping fit at the right price
                                                                                                                                                                                                                      • Exercise for free
                                                                                                                                                                                                                        • Gambling going virtual
                                                                                                                                                                                                                          • Forecast
                                                                                                                                                                                                                            • Figure 90: Entertainment sector, at current and constant 2010 prices, 2005-15
                                                                                                                                                                                                                            • Figure 91: Entertainment sector, at current prices, 2005-15
                                                                                                                                                                                                                            • Figure 92: Growth in the entertainment sector by market, at current and constant 2010 prices, 2005-15
                                                                                                                                                                                                                          • Factors used in the forecast/Fan chart explanation
                                                                                                                                                                                                                            • Conclusions
                                                                                                                                                                                                                            • Newsagents Goods

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Market size and trends
                                                                                                                                                                                                                                  • Figure 93: Newsagents’ goods sales value, by sub-sector (£m), 2009
                                                                                                                                                                                                                                  • Figure 94: Newsagents’ goods trends, at current prices, 1999-2009
                                                                                                                                                                                                                                • Tobacco being stubbed out?
                                                                                                                                                                                                                                  • ‘Free and Freemiumisation’
                                                                                                                                                                                                                                    • Publishers seek to respond
                                                                                                                                                                                                                                      • The growth of online media
                                                                                                                                                                                                                                        • Magazines and comics hit by the recession
                                                                                                                                                                                                                                          • Book sales down but holding up reasonably well
                                                                                                                                                                                                                                            • Greeting cards: stable market
                                                                                                                                                                                                                                              • Forecast
                                                                                                                                                                                                                                                • Figure 95: Newsagents’ goods sector, at current and constant 2010 prices, 2005-15
                                                                                                                                                                                                                                                • Figure 96: Newsagents’ goods sector, at current prices, 2005-15
                                                                                                                                                                                                                                                • Figure 97: Growth in the Newsagents’ goods sector by market, at current and constant 2010 prices, 2005-15
                                                                                                                                                                                                                                              • Factors used in the forecast/Fan chart explanation
                                                                                                                                                                                                                                                • Conclusions
                                                                                                                                                                                                                                                • Home and Garden

                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                    • Market size and trends
                                                                                                                                                                                                                                                      • Figure 98: Home & garden sales value, by sub-sector (£m), 2009
                                                                                                                                                                                                                                                      • Figure 99: Home & garden trends, at current prices, 1999-2009
                                                                                                                                                                                                                                                    • The home as leisure centre
                                                                                                                                                                                                                                                      • Housing market driver runs out of steam
                                                                                                                                                                                                                                                        • Leading consumer to delay purchases
                                                                                                                                                                                                                                                          • But the search for cleanliness remains strong…
                                                                                                                                                                                                                                                            • …as consumer want a more “natural” sustainable home…
                                                                                                                                                                                                                                                              • …and a co-ordinated one
                                                                                                                                                                                                                                                                • The kitchen rides out the storm
                                                                                                                                                                                                                                                                  • Smaller and multi-functioned homes are shifting demand
                                                                                                                                                                                                                                                                    • The internet changes purchase patterns
                                                                                                                                                                                                                                                                      • Swiss army cleaners
                                                                                                                                                                                                                                                                        • A bacterial backlash
                                                                                                                                                                                                                                                                          • Gardening sales hit by rentals
                                                                                                                                                                                                                                                                            • Forecast
                                                                                                                                                                                                                                                                              • Figure 100: Home and garden goods sector, at current and constant 2010 prices, 2005-15
                                                                                                                                                                                                                                                                              • Figure 101: Home and garden goods sector, at current prices, 2005-15
                                                                                                                                                                                                                                                                              • Figure 102: Forecast growth in the home and garden goods sector, at current prices and constant 2010 prices, 2005-15
                                                                                                                                                                                                                                                                            • Factors used in the forecast/Fan chart explanation
                                                                                                                                                                                                                                                                              • Conclusions
                                                                                                                                                                                                                                                                              • Transport

                                                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                                                  • Market size and trends
                                                                                                                                                                                                                                                                                    • Figure 103: Personal transport sales value, by sub-sector (£m), 2009
                                                                                                                                                                                                                                                                                    • Figure 104: Personal transport trends, at current prices, 1999-2009
                                                                                                                                                                                                                                                                                  • Cars sales fall…
                                                                                                                                                                                                                                                                                    • …and motorcycle sales slump
                                                                                                                                                                                                                                                                                      • The aftercare market pulls down with the drop in vehicle sales
                                                                                                                                                                                                                                                                                        • Car ownership costs rising…
                                                                                                                                                                                                                                                                                          • ‘Staycations’ boost car hire and public road transport…
                                                                                                                                                                                                                                                                                            • …but hits the international public transport market
                                                                                                                                                                                                                                                                                              • Forecast
                                                                                                                                                                                                                                                                                                • Figure 105: the transport sector, at current and constant 2010 prices, 2005-15
                                                                                                                                                                                                                                                                                                • Figure 106: the personal and public transport sectors, at current and constant 2010 prices, 2005-15
                                                                                                                                                                                                                                                                                                • Figure 107: Transport sector, at current prices, 2005-15
                                                                                                                                                                                                                                                                                                • Figure 108: Forecast growth of transport expenditure, at current and constant 2010 prices, 2005-15
                                                                                                                                                                                                                                                                                              • Factors used in the forecast/Fan chart explanation
                                                                                                                                                                                                                                                                                                • Conclusions
                                                                                                                                                                                                                                                                                                • Housing

                                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                                    • Market size and trends
                                                                                                                                                                                                                                                                                                      • Figure 109: Housing value, by sub-sector (£m), 2009
                                                                                                                                                                                                                                                                                                      • Figure 110: Housing trends, at current prices, 1999-2009
                                                                                                                                                                                                                                                                                                    • Mortgage market in the doldrums
                                                                                                                                                                                                                                                                                                      • Housing wealth to fall
                                                                                                                                                                                                                                                                                                        • Figure 111: Net worth of the household sector in housing, 2005-09
                                                                                                                                                                                                                                                                                                      • Low bank rates help to ease the pain for some
                                                                                                                                                                                                                                                                                                        • Renting growing in importance
                                                                                                                                                                                                                                                                                                          • Tradesmen replace DIY
                                                                                                                                                                                                                                                                                                            • Council tax squeezes household spending
                                                                                                                                                                                                                                                                                                              • Utility bills rising
                                                                                                                                                                                                                                                                                                                • Forecast
                                                                                                                                                                                                                                                                                                                  • Figure 112: Housing sector, at current and constant 2010 prices, 2005-15
                                                                                                                                                                                                                                                                                                                  • Figure 113: The housing sector, at current prices, 2005-15
                                                                                                                                                                                                                                                                                                                  • Figure 114: Forecast of housing market growth, at current and constant 2010 prices, 2005-15
                                                                                                                                                                                                                                                                                                                • Factors used in the forecast/Fan chart explanation
                                                                                                                                                                                                                                                                                                                  • Conclusions
                                                                                                                                                                                                                                                                                                                  • Holidays

                                                                                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                                                                                      • Market size and trends
                                                                                                                                                                                                                                                                                                                        • Figure 115: Holiday sales value, by sub-sector (£m), 2009
                                                                                                                                                                                                                                                                                                                        • Figure 116: Holiday trends, at current prices, 1999-2009
                                                                                                                                                                                                                                                                                                                      • Market hit by the recession…
                                                                                                                                                                                                                                                                                                                        • …especially short breaks
                                                                                                                                                                                                                                                                                                                          • ‘Staycation’ tips the market towards the UK
                                                                                                                                                                                                                                                                                                                            • More DIY arrangements, but fear enhances the high street for short breaks
                                                                                                                                                                                                                                                                                                                              • Holidays with that something extra
                                                                                                                                                                                                                                                                                                                                • Forecast
                                                                                                                                                                                                                                                                                                                                  • Figure 117: Holiday market, at current and constant 2010 prices, 2005-15
                                                                                                                                                                                                                                                                                                                                  • Figure 118: Holiday market, at current prices, 2005-15
                                                                                                                                                                                                                                                                                                                                  • Figure 119: Forecast growth of the UK holiday market, at current and constant 2010 prices, 2010-15
                                                                                                                                                                                                                                                                                                                                • Factors used in the forecast/Fan chart explanation
                                                                                                                                                                                                                                                                                                                                  • Conclusions
                                                                                                                                                                                                                                                                                                                                  • Personal Finance

                                                                                                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                                                                                                      • Market size and trends
                                                                                                                                                                                                                                                                                                                                        • Figure 120: Personal finance sales value, by sub-sector (£m), 2009
                                                                                                                                                                                                                                                                                                                                        • Figure 121: Personal finance trends, at current prices, 1999-2009
                                                                                                                                                                                                                                                                                                                                      • Recession hits the pension sector hard
                                                                                                                                                                                                                                                                                                                                        • Challenging conditions in the insurance sector…
                                                                                                                                                                                                                                                                                                                                          • …especially for creditor insurance
                                                                                                                                                                                                                                                                                                                                            • Financial advice moves online…
                                                                                                                                                                                                                                                                                                                                              • …as does general insurance arrangement
                                                                                                                                                                                                                                                                                                                                                • Forecast
                                                                                                                                                                                                                                                                                                                                                  • Figure 122: Personal finance sector, at current and constant 2010 prices, 2005-15
                                                                                                                                                                                                                                                                                                                                                  • Figure 123: Personal finance sector, at current prices, 2005-15
                                                                                                                                                                                                                                                                                                                                                  • Figure 124: Forecast growth of the personal finance sector, at current and constant 2010 prices, 2005-15
                                                                                                                                                                                                                                                                                                                                                • Factors used in the forecast/Fan chart explanation
                                                                                                                                                                                                                                                                                                                                                  • Conclusions
                                                                                                                                                                                                                                                                                                                                                  • A Miscellany: The Remaining Spend

                                                                                                                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                                                                                                                      • Market size and trends
                                                                                                                                                                                                                                                                                                                                                        • Figure 125: Miscellaneous sales value, by sub-sector (£m), 2009
                                                                                                                                                                                                                                                                                                                                                        • Figure 126: Miscellaneous trends, at current prices, 1999-2009
                                                                                                                                                                                                                                                                                                                                                      • Putting the pet first
                                                                                                                                                                                                                                                                                                                                                        • Optical goods: Consumer can see no point in trading up
                                                                                                                                                                                                                                                                                                                                                          • Funerals
                                                                                                                                                                                                                                                                                                                                                            • Toys and games
                                                                                                                                                                                                                                                                                                                                                              • Forecast
                                                                                                                                                                                                                                                                                                                                                                • Figure 127: Miscellaneous sector, at current and constant 2010 prices, 2005-15
                                                                                                                                                                                                                                                                                                                                                                • Figure 128: Miscellaneous sector, at current prices, 2005-15
                                                                                                                                                                                                                                                                                                                                                                • Figure 129: Expected growth in the miscellaneous sector, at current and constant 2010 prices, 2010-15
                                                                                                                                                                                                                                                                                                                                                              • Factors used in the forecast/Fan chart explanation
                                                                                                                                                                                                                                                                                                                                                                • Conclusions
                                                                                                                                                                                                                                                                                                                                                                • What’s Still Troubling Joe Public?

                                                                                                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                                                                                                    • Mintel’s exclusive consumer research analysis
                                                                                                                                                                                                                                                                                                                                                                      • The economy remains the number one worry
                                                                                                                                                                                                                                                                                                                                                                        • Figure 130: The main issues that worry consumers, 2009 and 2010
                                                                                                                                                                                                                                                                                                                                                                      • Economic worries mainly for the old and affluent
                                                                                                                                                                                                                                                                                                                                                                        • Figure 131: Understanding people’s concerns, perceptual map, by demographic sub-group, May 2010
                                                                                                                                                                                                                                                                                                                                                                      • Very few have the luxury of not worrying
                                                                                                                                                                                                                                                                                                                                                                        • Figure 132: Segmentation of consumers, by what concerns them, May 2010
                                                                                                                                                                                                                                                                                                                                                                        • Figure 133: Worrier groups, by concern for the economy and their own personal financial situation, May 2010
                                                                                                                                                                                                                                                                                                                                                                        • Figure 134: Worrier groups, by concern for the economy and their own personal financial situation, May 2010
                                                                                                                                                                                                                                                                                                                                                                      • The old worry and the young don’t care…
                                                                                                                                                                                                                                                                                                                                                                        • Figure 135: Worrier consumer groups, by age, May 2010
                                                                                                                                                                                                                                                                                                                                                                      • Lower-income households don’t have the luxury of looking at the big picture
                                                                                                                                                                                                                                                                                                                                                                        • Figure 136: Worrier consumer groups, by income, May 2010
                                                                                                                                                                                                                                                                                                                                                                    • Where Are We Now?

                                                                                                                                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                                                                                                                                        • A lot of consumers remain under pressure
                                                                                                                                                                                                                                                                                                                                                                          • While others seem to be doing fine…
                                                                                                                                                                                                                                                                                                                                                                            • …although that depends on your definition of “fine”
                                                                                                                                                                                                                                                                                                                                                                              • The patient improves…
                                                                                                                                                                                                                                                                                                                                                                                • Figure 137: How consumers would rate their current financial situation, 2009 and 2010
                                                                                                                                                                                                                                                                                                                                                                              • But there are still issues over controlling personal finances…
                                                                                                                                                                                                                                                                                                                                                                                • …for some at least
                                                                                                                                                                                                                                                                                                                                                                                  • Some have a strange definition of “control”
                                                                                                                                                                                                                                                                                                                                                                                    • Wealthy retired and wealthy young wonder what all the fuss is about
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 138: How respondents would describe their financial situation, by demographic sub-group, May 2010
                                                                                                                                                                                                                                                                                                                                                                                    • Economic pressures increase general fears…
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 139: Current financial situation, by worrier groups, May 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 140: The relationship between concerns and current financial situation, May 2010
                                                                                                                                                                                                                                                                                                                                                                                    • …and personal focus
                                                                                                                                                                                                                                                                                                                                                                                      • Economic recovery, but have the middle classes lost out?
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 141: Current financial situation, by household income, 2009 and 2010
                                                                                                                                                                                                                                                                                                                                                                                    • The Mood Music of Recovery

                                                                                                                                                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                                                                                                                                                        • Luxury spending will lead recovery…
                                                                                                                                                                                                                                                                                                                                                                                          • …but currently consumers remain cautious…
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 142: The willingness of consumers to spend on non-essentials, May 2010
                                                                                                                                                                                                                                                                                                                                                                                          • …and watchful of their finances
                                                                                                                                                                                                                                                                                                                                                                                            • The poor show more caution compared to the affluent
                                                                                                                                                                                                                                                                                                                                                                                              • Figure 143: Statements on current financial situation with respect to discretionary or non-essential items, by demographics, May 2010
                                                                                                                                                                                                                                                                                                                                                                                            • Many don’t see a bright future ahead
                                                                                                                                                                                                                                                                                                                                                                                              • Figure 144: Consumer expectations on key economic developments, May 2010
                                                                                                                                                                                                                                                                                                                                                                                            • Even basic costs will be rising in the near future
                                                                                                                                                                                                                                                                                                                                                                                              • Figure 145: The factors impacting on personal finances last year and next year, May 2010
                                                                                                                                                                                                                                                                                                                                                                                            • Rising basic costs cause financial pain and discontent
                                                                                                                                                                                                                                                                                                                                                                                              • For some, rising basic costs leave little room for non-essentials or quality brands
                                                                                                                                                                                                                                                                                                                                                                                                • Changes in personal circumstances are needed for recovery
                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 146: Consumer caution about spending on non-essential items, by worrier group, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                • So will the change of government help?
                                                                                                                                                                                                                                                                                                                                                                                                • Who Will Lead the Recovery?

                                                                                                                                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                                                                                                                                    • Almost half of consumers made worse off by the recession
                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 147: The impact of the recession on consumers’ financial situation, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                    • The industrial heartland hit hardest…
                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 148: Impact of economic downturn, rising unemployment and increase in the cost of borrowing money on personal financial situation, by demographic sub-group, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                    • But while not a middle class recession, it was a middle income one
                                                                                                                                                                                                                                                                                                                                                                                                      • Even the winners show caution
                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 149: Consumer caution, by the effects of the recession, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                      • Is saving money the new Black?
                                                                                                                                                                                                                                                                                                                                                                                                        • You can’t just blame it on the recession
                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 150: Consumers’ current financial situation and the impact of the recession, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                        • Who won and lost from the recession?
                                                                                                                                                                                                                                                                                                                                                                                                          • Who has the freedom to spend?
                                                                                                                                                                                                                                                                                                                                                                                                            • Recovery groups
                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 151: The classification of consumers, by spending freedom and recessionary impact, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 152: The breakdown of consumers, by attitudes to spending, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                            • Free Unaffected and Free Winners will lead recovery
                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 153: Consumer attitudes to non-essential spending, by key spending groups*, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                            • Anchored to the past…
                                                                                                                                                                                                                                                                                                                                                                                                              • …and searching for coherence
                                                                                                                                                                                                                                                                                                                                                                                                                • A young and affluent recovery
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 154: The penetration of the recovery groups, by age, employment status, social grade and income, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                • Will changes to student finance hit recovery?
                                                                                                                                                                                                                                                                                                                                                                                                                • The Dangers of the Double Dip?

                                                                                                                                                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                                                                                                                                                    • Could the paradox of thrift come into play...
                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 155: Consumer financial priorities over the last year or so, and how they will change over the next twelve months, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                    • …as savings becomes a high priority…
                                                                                                                                                                                                                                                                                                                                                                                                                      • …but only for those that can save
                                                                                                                                                                                                                                                                                                                                                                                                                        • The affluent try to save more while the poor can’t save more
                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 156: Financial priorities over the last year and future expectations, by socio-economic group and income, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                        • Some try to put money worries behind them
                                                                                                                                                                                                                                                                                                                                                                                                                          • Two thirds prioritise savings
                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 157: Consumer priorities in the coming year, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                          • Balance sheet adjustments a higher priority than many areas of spending
                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 158: Indicative scores* of the priority of balance sheet adjustments, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                          • At least the banking industry will benefit
                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 159: Changing consumer financial priorities, by attitudes towards savings, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                          • Two key groups will lead recovery
                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 160: Recovery groups, by attitudes towards spending on non-essentials, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                          • The savings priority means any recovery will be based on narrow shoulders
                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 161: Recovery driver groups, by their willingness to spend in the next 12 months, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                          • An anaemic, grey recovery
                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 162: Recovery Early Adopters, by age, employment status and household income, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                          • Mainstream non-essentials recover slowly
                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 163: Agreement with the statement “to save money I will cut down my weekly expenditure” over the next year, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                          • A recovery that could get easily knocked off course…
                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 164: Scores for changes in key economic variables that affect consumer finances, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                          • Especially by rising costs of living
                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 165: Changing views* on what factors will have a major effect a consumer’s personal situation, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                        • How Spending Priorities are Changing

                                                                                                                                                                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                                                                                                                                                                            • The Past: Consumers focus on the basics
                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 166: Consumer spending priorities over the past year, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                            • Discretionary spending takes a big hit…
                                                                                                                                                                                                                                                                                                                                                                                                                              • …as consumers trade down and extend the life of their durables
                                                                                                                                                                                                                                                                                                                                                                                                                                • Some adopt a portfolio approach: cutting a bit of everything
                                                                                                                                                                                                                                                                                                                                                                                                                                  • Recovery Adopters support non-essential spending
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 167: Indicative scores* for consumer spending priorities over the past year, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                  • The present: No sign of recovery
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 168: Actions of consumers this year (consumers who cut down on or stopped buying last year), May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                  • Late and Early Adopters have yet to rebound
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 169: Indicative scores* for actions of consumers this year by recovery group (consumers who cut down on or stopped buying last year), May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                  • Gap analysis
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 170: Gap analysis* in spending cuts in 2009 compared to 2010, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 171: Gap analysis* by recovery group, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                  • The Future: Personal finance and household goods
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 172: Consumer willingness to spend more on non-essential and everyday items, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                  • Paradise Postponed
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Adopters may not be strong enough
                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 173: Indicative Score* of consumer willingness to spend more on non-essential and everyday items, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Food & drink: The search for value to persist
                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 174: Consumer attitudes about spending on food and drink and personal items in the coming year, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Even the Recovery Adopters search for value and savings
                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 175: Indicative scores* of consumer attitudes about spending on food and drink and personal items in the coming year, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Little prospect of a recovery in the car market
                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 176: Likely spending habits on cars and houses in the coming year, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Housing market: the pain to continue?
                                                                                                                                                                                                                                                                                                                                                                                                                                      • Some hopes for holidays
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 177: Consumer attitudes about spending on holidays and leisure activities in the coming year, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 178: Indicative scores* about likely spending habits on holidays in the coming year, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                      • Free venues in for a boom
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 179: Graphic view of Indicative scores* about likely spending habits on leisure activities in the coming year, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                      • Forward-looking target groups
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 180: Forward-looking target groups, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 181: The effects of the recession, by target group, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 182: Consumer spending cuts*, by target groups, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Appendix: Britain Today: The People

                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 183: The Male population of the UK, 2005-30
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 184: The Female population of the UK, 2005-30
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Appendix – What’s Troubling Joe Public?

                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 185: Worrier groups, by demographic sub-group, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Appendix – Who Will Lead the Recovery?

                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 186: Recovery groups, by demographic sub-group, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Appendix – The Dangers of the Double Dip

                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 187: Consumer groups that will lead recovery, by demographic sub-group, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 188: The factors that have had a major effect on consumer’s personal situation in the last year and which they are worried about over the coming year, by recovery group, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 189: Consumer view of the future path of economic variables, by recovery group, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 190: Consumer spending priorities, by attitudes to savings, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Appendix – How Spending Priorities are Changing

                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 191: The areas of expenditure consumers stopped buying or cut back on last year or spend more on, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 192: Indicative scores* of spending priorities over the past year, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 193: The actions of consumers this year, by recovery group (consumers who cut down on or stopped buying last year), may 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 194: Likely spending habits on food and drink in the coming year, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 195: Indicative Scores* for the likely spending habits on cars and household goods in the coming year, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 196: Consumer’s likely spending habits on holidays & leisure activities in the coming year, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 197: Indicative scores* of the likely spending habits on holidays & leisure activities in the coming year, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 198: Forward-looking target groups, by demographic sub-group, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 199: Attitudes towards spending, by segment, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 200: Consumers’ current financial situation and the impact of the recession by segment, May 2010
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 201: Consumer caution about spending on non-essential items, by segment, May 2010

                                                                                                                                                                                                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                                                                                                                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                                                                                                                                                                                                                                                    British Lifestyles 2010 - Focusing on the Essentials - August 2010

                                                                                                                                                                                                                                                                                                                                                                                                                                    £2,195.00 (Excl.Tax)