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British Lifestyles 2014: The British Dream - UK - April 2014

“Post-recession consumers will shift some of their focus away from their finances to taking care of their physical health and nurturing personal relationships. As recession fatigue sets in, sectors that saw mixed fortunes during the downturn, especially leisure, entertainment and holidays, will see higher demand from consumers eager to give themselves time out.”

– Ina Mitskavets, Senior Consumer and Lifestyles Analyst

In 2014 the recovery in the economy is gathering force. In March 2014 official forecasts for UK economic growth have been raised for the next two years. However the wider economic improvement has yet to trickle down to the household level – for the average Briton, wages are still playing catch-up with the rising prices of goods and services. As consumer spending remains the key driver of growth, 2014 could be a pivotal year for several markets that suffered during the downturn. With Britain currently at a crossroads, consumers are feeling cautiously optimistic about their prospects for the near future.

With increased disposable incomes the pent-up demand for leisure activities and holidays will be released. Now that the economic uncertainty appears to be waning, some of the money stashed away during the recession could be spent on things that people might have denied themselves when times were tough. There has been an increased level of optimism in the housing market in 2013 and early 2014, as the government’s ‘Help to Buy’ initiative led to many first-time buyers securing a mortgage, which also signals positive news for the home and garden markets.

After focussing on issues related to finances, Brits have emerged on the other side of the downturn with a somewhat different set of priorities. The year of 2014 will be the year when people start prioritising their physical and emotional wellbeing, which spans taking care of their nutrition, doing more exercise and nurturing close relationships. Less than a quarter of Britons think their standard of living is worse than that of their parents when they were their age. This is perhaps a sign that most people found ways of coping in the tough economy, but how soon the full-scale optimism returns will depend on the growth of household incomes in 2014.

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Table of contents

  1. Introduction

      • Methodology
        • Definitions
          • Abbreviations
          • Executive Summary

              • Majority spent the same or less across all categories
                • Figure 1: Changes in spending habits in 2013, January 2014
              • Family relationships improve, but disposable income and health are under strain
                • Figure 2: Lifestyle changes in 2013, January 2014
              • Aspirations vary with people’s lifestage
                • Figure 3: Personal goals for 2014, January 2014
              • Most Brits agree their standard of living is at least as good as their parents’ at their age
                • Figure 4: Sentiment about standard of living and financial situation, January 2014
              • For most, hard work pays off
                • Figure 5: Attitudes towards social mobility, by household income, January 2014
              • What we think
              • Britain Today – The Economy

                • Key points
                  • What we think
                    • The state of the UK economy
                      • Sustained economic growth
                        • Figure 6: Quarterly change in UK GDP, Q1 2009-Q4 2013
                      • Unemployment falls to a four and a half year low
                        • Figure 7: Seasonally adjusted UK unemployment rate for adults aged 16+, Q1 2011-Q4 2013
                      • Household expenditure increasing as confidence slowly begins to return
                        • Figure 8: Real household income and expenditure per head, Q1 2004-Q3 2013
                      • Consumers’ current financial situation
                        • Household finances are better, but not fully recovered
                          • Spending priorities
                            • Staying on top of household bills is the main priority for consumers
                              • Figure 9: Financial priorities for the next 12 months, November 2013
                            • Financial expectations
                              • Britons are still pessimistic… but slightly less so than last year
                                • Figure 10: Macroeconomic expectations for 2014, November 2013
                            • Britain Today – The People

                              • Key points
                                • Population trends and age structure
                                  • Figure 11: Trends in the age structure of the UK population, 2008-18
                                • Growing ethnic diversity
                                  • Figure 12: Ethnic groups, England and Wales, 2001 and 2011
                                  • Figure 13: Households with multiple ethnicities, England and Wales, 2011
                                • Lifestage
                                  • Figure 14: Forecast adult population trends, by lifestage, 2008-18
                                • Household size trends
                                  • Figure 15: UK households, by size, 2008-18
                                • Marriages and divorces
                                  • Figure 16: Number of marriages and divorces, UK, 2001-11
                                • Fertility rate
                                  • Figure 17: Total fertility rate and number of live births in England and Wales, 2007-12
                                • Families and children
                                  • Figure 18: Families by family type in the UK, 2013
                              • Expenditure Overview

                                • Key points
                                  • Sector breakout
                                    • Figure 19: Consumer expenditure, by sector (£billions), 2013
                                  • Stronger growth expected to return
                                    • Figure 20: Best- and worst-case forecast total value sales, 2008-18
                                  • Winners in the next 5 years
                                    • Figure 21: Fastest-growing consumer sectors, at current prices, by % growth, 2013-18 (est)
                                  • Slower growth sectors for the next five years
                                    • Figure 22: Consumer sectors with weaker growth, at current prices, by % growth, 2013-18 (est)
                                • In-Home Food

                                  • Key points
                                    • What we think
                                      • In-home food sales continue upward trajectory
                                        • Figure 23: UK in-home food market value, 2008-13
                                      • Growth is expected to remain constant to 2018
                                        • Figure 24: Best- and worst-case forecast value sales of the in-home food market, at current prices, 2008-18
                                      • Winners for 2014
                                        • Losers for 2014
                                          • Changing consumer habits
                                            • Figure 25: Changes in spending habits on in-home food in 2013, January 2014
                                          • Key consumer findings
                                            • Meat, fish and poultry
                                              • Fruit and vegetables
                                                • Bread and baked goods
                                                  • Chocolate confectionery
                                                  • Foodservice (Eating Out and Takeaways)

                                                    • Key points
                                                      • What we think
                                                        • The eating out industry shows modest growth rates
                                                          • Figure 26: UK foodservice market value, 2008-13
                                                        • Growth is expected for the eating out market going forward, but it will be hard won
                                                          • Figure 27: Best- and worst-case forecast value sales of the foodservice market, at current prices, 2008-18
                                                        • Winners for 2014
                                                          • Losers for 2014
                                                            • Changing consumer habits
                                                              • Figure 28: Changes in spending habits on eating out and takeaways in 2013, January 2014
                                                            • Key consumer findings
                                                              • Menu flavours
                                                                • Pizza/pasta restaurants
                                                                  • Leisure venue catering
                                                                    • Coffee shops
                                                                      • Burger and chicken restaurants
                                                                        • Pub catering
                                                                        • Non-alcoholic Drinks

                                                                          • Key points
                                                                            • What we think
                                                                              • Non-alcoholic drinks achieve encouraging growth
                                                                                • Figure 29: UK non-alcoholic drinks market value, 2008-13
                                                                              • Steady market growth is expected to continue
                                                                                • Figure 30: Best- and worst-case forecast value sales of the non-alcoholic drinks market, at current prices, 2008-18
                                                                              • Winners for 2014
                                                                                • Losers for 2014
                                                                                  • Changing consumer habits
                                                                                    • Figure 31: Changes in spending habits on non-alcoholic drinks in 2013, January 2014
                                                                                  • Key consumer findings
                                                                                    • Carbonated soft drinks (CSDs)
                                                                                      • Bottled water
                                                                                        • Juices
                                                                                          • Tea
                                                                                            • Coffee
                                                                                            • Alcoholic Drinks

                                                                                              • Key points
                                                                                                • What we think
                                                                                                  • Alcoholic drinks remains a large and growing market
                                                                                                    • Figure 32: UK alcoholic drinks market value, 2008-13
                                                                                                  • Steady growth expected to continue in the alcoholic drinks market
                                                                                                    • Figure 33: Best- and worst-case forecast value sales of the alcoholic drinks market, at current prices, 2008-18
                                                                                                  • Winners for 2014
                                                                                                    • Losers for 2014
                                                                                                      • Changing consumer habits
                                                                                                        • Figure 34: Changes in spending habits on alcoholic drinks in 2013, January 2014
                                                                                                      • Key consumer findings
                                                                                                        • Beer
                                                                                                          • Cider
                                                                                                            • Wines
                                                                                                              • Spirits
                                                                                                              • Beauty and Personal Care

                                                                                                                • Key points
                                                                                                                  • What we think
                                                                                                                    • Beauty industry continues to see sales growth
                                                                                                                      • Figure 35: UK beauty and personal care market value, 2008-13
                                                                                                                    • Future growth on upward trajectory
                                                                                                                      • Figure 36: Best- and worst-case forecast value sales of the beauty and personal care market, at current prices, 2008-18
                                                                                                                    • Winners for 2014
                                                                                                                      • Losers for 2014
                                                                                                                        • Changing consumer habits
                                                                                                                          • Figure 37: Changes in spending habits on beauty and personal care in 2013, January 2014
                                                                                                                        • Key consumer findings
                                                                                                                          • Colour cosmetics
                                                                                                                            • Hair colourants and home perms
                                                                                                                              • Soap, bath and shower
                                                                                                                                • Shampoo, conditioners and styling
                                                                                                                                • OTC and Pharmaceuticals

                                                                                                                                  • Key points
                                                                                                                                    • What we think
                                                                                                                                      • 2013, the beginning of better times?
                                                                                                                                        • Figure 38: UK OTC and pharmaceuticals market value, 2008-13
                                                                                                                                      • Slow and steady growth for the future
                                                                                                                                        • Figure 39: Best- and worst-case forecast value sales of the OTC and pharmaceuticals market, at current prices, 2008-18
                                                                                                                                      • Winners for 2014
                                                                                                                                        • Losers for 2014
                                                                                                                                          • Changing consumer habits
                                                                                                                                            • Figure 40: Changes in spending habits on healthcare products in 2013, January 2014
                                                                                                                                          • Key consumer findings
                                                                                                                                            • Analgesics
                                                                                                                                              • Cold and flu remedies
                                                                                                                                                • Vitamins and supplements
                                                                                                                                                  • Gastrointestinal remedies
                                                                                                                                                  • Clothing and Accessories

                                                                                                                                                    • Key points
                                                                                                                                                      • What we think
                                                                                                                                                        • Shoppers have prioritised spend on fashion
                                                                                                                                                          • Figure 41: UK clothing and accessories market value, 2008-13
                                                                                                                                                        • Growth remains robust to 2018
                                                                                                                                                          • Figure 42: Best- and worst-case forecast value sales of the clothing and accessories market, at current prices, 2008-18
                                                                                                                                                        • Winners for 2014
                                                                                                                                                          • Losers for 2014
                                                                                                                                                            • Changing consumer habits
                                                                                                                                                              • Figure 43: Changes in spending habits on clothing and accessories in 2013, January 2014
                                                                                                                                                            • Key consumer findings
                                                                                                                                                              • Footwear
                                                                                                                                                                • Online fashion
                                                                                                                                                                  • Youth fashion
                                                                                                                                                                    • Watches and jewellery
                                                                                                                                                                    • Household Care

                                                                                                                                                                      • Key points
                                                                                                                                                                        • What we think
                                                                                                                                                                          • Pressure on incomes hits household care growth
                                                                                                                                                                            • Figure 44: UK household care market value, 2008-13
                                                                                                                                                                          • Sales of household care expected to pick up to 2018
                                                                                                                                                                            • Figure 45: Best- and worst-case forecast value sales of the household care market, at current prices, 2008-18
                                                                                                                                                                          • Winners for 2014
                                                                                                                                                                            • Losers for 2014
                                                                                                                                                                              • Changing consumer habits
                                                                                                                                                                                • Figure 46: Changes in spending habits on household care in 2013, January 2014
                                                                                                                                                                              • Key consumer findings
                                                                                                                                                                                • Laundry products
                                                                                                                                                                                  • Household cleaning products
                                                                                                                                                                                    • Dishwashing products
                                                                                                                                                                                      • Household paper products
                                                                                                                                                                                      • Technology and Communications

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • What we think
                                                                                                                                                                                            • Tech industry saw declining sales…
                                                                                                                                                                                              • Figure 47: UK technology and communications market value, 2008-13
                                                                                                                                                                                            • …but better times lie ahead
                                                                                                                                                                                              • Figure 48: Best- and worst-case forecast value sales of the technology and communications market, at current prices, 2008-18
                                                                                                                                                                                            • Winners for 2014
                                                                                                                                                                                              • Losers for 2014
                                                                                                                                                                                                • Changing consumer habits
                                                                                                                                                                                                  • Figure 49: Changes in spending habits on technology in 2013, January 2014
                                                                                                                                                                                                • Key consumer findings
                                                                                                                                                                                                  • Mobile phones
                                                                                                                                                                                                    • Televisions
                                                                                                                                                                                                      • Tablet computers
                                                                                                                                                                                                        • Video games and consoles
                                                                                                                                                                                                        • Leisure and Entertainment

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • What we think
                                                                                                                                                                                                              • Gambling industry boosts leisure and entertainment spend
                                                                                                                                                                                                                • Figure 50: UK leisure and entertainment market value, 2008-13
                                                                                                                                                                                                              • Growth of leisure and entertainment continues at a faster pace
                                                                                                                                                                                                                • Figure 51: Best- and worst-case forecast value sales of the leisure and entertainment market, at current prices, 2008-18
                                                                                                                                                                                                              • Winners for 2014
                                                                                                                                                                                                                • Losers for 2014
                                                                                                                                                                                                                  • Changing consumer habits
                                                                                                                                                                                                                    • Figure 52: Changes in spending habits on leisure and entertainment in 2013, January 2014
                                                                                                                                                                                                                  • Key consumer findings
                                                                                                                                                                                                                    • Gambling
                                                                                                                                                                                                                      • Performing arts
                                                                                                                                                                                                                        • Tenpin bowling
                                                                                                                                                                                                                          • Health and fitness clubs
                                                                                                                                                                                                                            • Music concerts and festivals
                                                                                                                                                                                                                              • Spectator sports
                                                                                                                                                                                                                              • Home and Garden

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • What we think
                                                                                                                                                                                                                                    • Resilient performance
                                                                                                                                                                                                                                      • Figure 53: UK home and garden market value, 2008-13
                                                                                                                                                                                                                                    • As consumer confidence improves, so do value sales of home and garden goods
                                                                                                                                                                                                                                      • Figure 54: Best- and worst-case forecast value sales of the home and garden market, at current prices, 2008-18
                                                                                                                                                                                                                                    • Winners for 2014
                                                                                                                                                                                                                                      • Furniture
                                                                                                                                                                                                                                        • Garden products
                                                                                                                                                                                                                                          • Home accessories
                                                                                                                                                                                                                                            • Carpets and floorcoverings
                                                                                                                                                                                                                                              • Losers for 2014
                                                                                                                                                                                                                                                • Changing consumer habits
                                                                                                                                                                                                                                                  • Figure 55: Changes in spending habits on home and garden in 2013, January 2014
                                                                                                                                                                                                                                                • Key consumer findings
                                                                                                                                                                                                                                                  • Furniture
                                                                                                                                                                                                                                                    • Garden products
                                                                                                                                                                                                                                                      • Homewares
                                                                                                                                                                                                                                                        • Fridges and freezers
                                                                                                                                                                                                                                                        • Transport

                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                            • What we think
                                                                                                                                                                                                                                                              • Growth hampered by tentative consumer demand
                                                                                                                                                                                                                                                                • Figure 56: UK transport market value, 2008-13
                                                                                                                                                                                                                                                              • Value sales expected to rise as a result of economic recovery
                                                                                                                                                                                                                                                                • Figure 57: Best- and worst-case forecast value sales of the transport market, at current prices, 2008-18
                                                                                                                                                                                                                                                              • Winners for 2014
                                                                                                                                                                                                                                                                • Losers for 2014
                                                                                                                                                                                                                                                                  • Key consumer findings
                                                                                                                                                                                                                                                                    • Car and van hire
                                                                                                                                                                                                                                                                      • Car purchasing process
                                                                                                                                                                                                                                                                        • Motorcycles
                                                                                                                                                                                                                                                                        • Holidays

                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                            • What we think
                                                                                                                                                                                                                                                                              • Spending on holidays recovers to 2008 levels
                                                                                                                                                                                                                                                                                • Figure 58: UK holidays market value, 2008-13
                                                                                                                                                                                                                                                                              • The market is set to enjoy steady growth through to 2018
                                                                                                                                                                                                                                                                                • Figure 59: Best- and worst-case forecast value sales of the holidays market, at current prices, 2008-18
                                                                                                                                                                                                                                                                              • Winners for 2014
                                                                                                                                                                                                                                                                                • Low-cost, long-haul airlines
                                                                                                                                                                                                                                                                                  • Flight aggregators
                                                                                                                                                                                                                                                                                    • The Channel Tunnel
                                                                                                                                                                                                                                                                                      • Mexico
                                                                                                                                                                                                                                                                                        • Losers for 2014
                                                                                                                                                                                                                                                                                          • High street travel agents
                                                                                                                                                                                                                                                                                            • Egypt
                                                                                                                                                                                                                                                                                              • Changing consumer habits
                                                                                                                                                                                                                                                                                                • Figure 60: Changes in spending habits on holidays in 2013, January 2014
                                                                                                                                                                                                                                                                                              • Key consumer findings
                                                                                                                                                                                                                                                                                                • Long-haul holidays
                                                                                                                                                                                                                                                                                                  • Short-haul holidays
                                                                                                                                                                                                                                                                                                  • Personal Finance

                                                                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                                                                      • What we think
                                                                                                                                                                                                                                                                                                        • The decline in personal finance spending has slowed…
                                                                                                                                                                                                                                                                                                          • Figure 61: UK personal finance market value, 2008-13
                                                                                                                                                                                                                                                                                                        • … and the industry is forecast to grow in the near future
                                                                                                                                                                                                                                                                                                          • Figure 62: Best- and worst-case forecast value sales of the personal finance market, at current prices, 2008-18
                                                                                                                                                                                                                                                                                                        • Winners for 2014
                                                                                                                                                                                                                                                                                                          • Losers for 2014
                                                                                                                                                                                                                                                                                                            • Most people have seen no change in financial situation over 2013…
                                                                                                                                                                                                                                                                                                              • Figure 63: Financial situation compared to a year ago, January 2013 and December 2013
                                                                                                                                                                                                                                                                                                            • …but consumers feel more confident for the coming year
                                                                                                                                                                                                                                                                                                              • Figure 64: Financial outlook for the coming year, January 2013 and December 2013
                                                                                                                                                                                                                                                                                                          • Housing

                                                                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                                                                              • What we think
                                                                                                                                                                                                                                                                                                                • Upturn in mortgage activity drives increase in spending on housing
                                                                                                                                                                                                                                                                                                                  • Figure 65: UK consumer expenditure on housing, 2008-13
                                                                                                                                                                                                                                                                                                                • Spend on housing shows positive growth to 2018
                                                                                                                                                                                                                                                                                                                  • Figure 66: Best- and worst-case forecast value of consumer expenditure on housing, at current prices, 2008-18
                                                                                                                                                                                                                                                                                                                • Changing consumer habits
                                                                                                                                                                                                                                                                                                                • Newsagents’ Goods

                                                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                                                                                                                      • E-cigarettes inject new life into the newsagents’ goods market
                                                                                                                                                                                                                                                                                                                        • Figure 67: UK newsagents’ goods market value, 2008-13
                                                                                                                                                                                                                                                                                                                      • Modest growth is expected
                                                                                                                                                                                                                                                                                                                        • Figure 68: Best- and worst-case forecast value sales of the newsagents’ goods market, at current prices, 2008-18
                                                                                                                                                                                                                                                                                                                      • Key consumer findings
                                                                                                                                                                                                                                                                                                                        • Cigarettes, tobacco and e-cigarettes
                                                                                                                                                                                                                                                                                                                          • Cards and stationery
                                                                                                                                                                                                                                                                                                                          • Miscellaneous Expenditure

                                                                                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                                                                                              • What we think
                                                                                                                                                                                                                                                                                                                                • Spending on miscellaneous goods and services continues its steady climb
                                                                                                                                                                                                                                                                                                                                  • Figure 69: UK miscellaneous expenditure market value, 2008-13
                                                                                                                                                                                                                                                                                                                                • Fast growth predicted in education sector
                                                                                                                                                                                                                                                                                                                                  • Figure 70: Best- and worst-case forecast value sales of the miscellaneous expenditure market, at current prices, 2008-18
                                                                                                                                                                                                                                                                                                                                • Winners for 2014
                                                                                                                                                                                                                                                                                                                                  • The funerals market enjoys strong growth
                                                                                                                                                                                                                                                                                                                                    • Losers for 2014
                                                                                                                                                                                                                                                                                                                                      • Disposable nappies and wipes category suffers from discounting
                                                                                                                                                                                                                                                                                                                                        • The optical goods market has reached a point of saturation
                                                                                                                                                                                                                                                                                                                                          • Key consumer findings
                                                                                                                                                                                                                                                                                                                                            • Funerals
                                                                                                                                                                                                                                                                                                                                              • Disposable nappies and wipes
                                                                                                                                                                                                                                                                                                                                                • Optical goods
                                                                                                                                                                                                                                                                                                                                                • The Consumer – Changes in Spending Habits in 2013

                                                                                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                                                                                    • Spending on essentials unchanged
                                                                                                                                                                                                                                                                                                                                                      • Figure 71: Changes in spending habits on food and drink in 2013, January 2014
                                                                                                                                                                                                                                                                                                                                                    • Recession fatigue is setting in
                                                                                                                                                                                                                                                                                                                                                      • Figure 72: Changes in spending habits on technology and communications, leisure and entertainment, home and garden and holidays, in 2013, January 2014
                                                                                                                                                                                                                                                                                                                                                    • Focus on appearance lifts clothing and beauty markets
                                                                                                                                                                                                                                                                                                                                                      • Figure 73: Changes in spending habits on clothing and accessories, household care, beauty and toiletries and healthcare, in 2013, January 2014
                                                                                                                                                                                                                                                                                                                                                    • Optimism grows, but caution remains
                                                                                                                                                                                                                                                                                                                                                      • Figure 74: Consumer spending in the past 3 months and planned spending in the next 3 months, January 2014
                                                                                                                                                                                                                                                                                                                                                    • Higher-income households will drive recovery in leisure and holidays markets
                                                                                                                                                                                                                                                                                                                                                      • Figure 75: Proportion of people spending more in 2013, by household income, January 2014
                                                                                                                                                                                                                                                                                                                                                    • Consumer spending far from full recovery
                                                                                                                                                                                                                                                                                                                                                      • Figure 76: Number of categories where people spent more and less in 2013, January 2014
                                                                                                                                                                                                                                                                                                                                                    • Reluctance to spend is palpable even amongst the affluents
                                                                                                                                                                                                                                                                                                                                                      • Figure 77: Top ten things that people choose to spend their extra money on, January 2014
                                                                                                                                                                                                                                                                                                                                                    • Trend application insight
                                                                                                                                                                                                                                                                                                                                                    • The Consumer – Lifestyle Changes in 2013

                                                                                                                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                                                                                                                        • Maintaining focus on family and friendships
                                                                                                                                                                                                                                                                                                                                                          • Figure 78: Lifestyle changes related to social life and relationships in 2013, January 2014
                                                                                                                                                                                                                                                                                                                                                        • The nation’s health worsened in 2013
                                                                                                                                                                                                                                                                                                                                                          • Figure 79: Lifestyle changes related to health and diet in 2013, January 2014
                                                                                                                                                                                                                                                                                                                                                        • Young people most satisfied with progress in their careers
                                                                                                                                                                                                                                                                                                                                                          • Figure 80: Lifestyle changes related to career, achievement and future outlook in 2013, January 2014
                                                                                                                                                                                                                                                                                                                                                        • The ‘sandwich generation’ feels the strain
                                                                                                                                                                                                                                                                                                                                                          • Figure 81: Lifestyle changes related to career, achievement and future outlook in 2013, by age, January 2014
                                                                                                                                                                                                                                                                                                                                                        • ABC1s have seen a stronger rise in satisfaction with life
                                                                                                                                                                                                                                                                                                                                                          • Figure 82: Selected lifestyle changes in 2013, by socio-economic group, January 2014
                                                                                                                                                                                                                                                                                                                                                        • A fifth saw at least four positive lifestyle changes in 2013
                                                                                                                                                                                                                                                                                                                                                          • Figure 83: Number of things that changed for the better and number of things that changed for the worse in 2013, January 2014
                                                                                                                                                                                                                                                                                                                                                        • Trend application insight
                                                                                                                                                                                                                                                                                                                                                        • The Consumer – Aspirations for 2014

                                                                                                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                                                                                                            • Aspirations differ by lifestage
                                                                                                                                                                                                                                                                                                                                                              • Figure 84: Personal goals for 2014, January 2014
                                                                                                                                                                                                                                                                                                                                                            • Leisure and holidays will benefit from aspirations of young adults
                                                                                                                                                                                                                                                                                                                                                              • Figure 85: Personal goals related to leisure and holidays for 2014, by age, January 2014
                                                                                                                                                                                                                                                                                                                                                            • Men are taking greater interest in how they look
                                                                                                                                                                                                                                                                                                                                                              • Figure 86: Selected personal goals for 2014, by gender, January 2014
                                                                                                                                                                                                                                                                                                                                                            • Charitable intent rises amongst younger adults
                                                                                                                                                                                                                                                                                                                                                              • Figure 87: Intentions to give to charity and volunteering, by age, January 2014
                                                                                                                                                                                                                                                                                                                                                            • Lack of finances curbs people’s aspirations
                                                                                                                                                                                                                                                                                                                                                              • Figure 88: Selected personal goals for 2014, by current financial situation, January 2014
                                                                                                                                                                                                                                                                                                                                                            • Creating a virtuous circle
                                                                                                                                                                                                                                                                                                                                                              • Figure 89: Effect of health and diet changes in 2013 on selected personal goals in 2014, January 2014
                                                                                                                                                                                                                                                                                                                                                            • Trend application insight
                                                                                                                                                                                                                                                                                                                                                            • The Consumer – What Will Influence Consumer Decisions in 2014?

                                                                                                                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                                                                                                                • Special offers remain important to post-recession consumers
                                                                                                                                                                                                                                                                                                                                                                  • Figure 90: Influencers on shopping decisions for everyday and big ticket items, January 2014
                                                                                                                                                                                                                                                                                                                                                                • Customer service matters when selling big ticket items
                                                                                                                                                                                                                                                                                                                                                                  • Affluents want to be reassured of companies’ ethics
                                                                                                                                                                                                                                                                                                                                                                    • Figure 91: Selected influencers of shopping decisions for everyday and big ticket products, by household income, January 2014
                                                                                                                                                                                                                                                                                                                                                                  • Females care about special offers, but men look for high quality
                                                                                                                                                                                                                                                                                                                                                                    • Figure 92: Percentage point difference between women and men – influencers of shopping decisions (everyday products and big ticket items), January 2014
                                                                                                                                                                                                                                                                                                                                                                  • Brand loyalty rises amongst young adults
                                                                                                                                                                                                                                                                                                                                                                    • Figure 93: Selected influencers of shopping decisions for everyday and big ticket products, by age, January 2014
                                                                                                                                                                                                                                                                                                                                                                  • Over a third consider four or more factors before making a purchase
                                                                                                                                                                                                                                                                                                                                                                    • Figure 94: Number of influencers on shopping decisions for everyday and big ticket items, January 2014
                                                                                                                                                                                                                                                                                                                                                                  • Changing expectations of retailers and brands
                                                                                                                                                                                                                                                                                                                                                                    • Trend application insight
                                                                                                                                                                                                                                                                                                                                                                    • The Consumer – Social Dynamics in Today’s Britain

                                                                                                                                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                                                                                                                                        • Majority of Brits agree their standard of living is at least as good as their parents’ at their age
                                                                                                                                                                                                                                                                                                                                                                          • Figure 95: Sentiment about standard of living and financial situation, January 2014
                                                                                                                                                                                                                                                                                                                                                                        • Students and pensioners feel most financially-healthy for their age
                                                                                                                                                                                                                                                                                                                                                                          • Figure 96: Sentiment about current financial situation, by employment status, January 2014
                                                                                                                                                                                                                                                                                                                                                                        • Happiness with standard of living peaks in the youngest and oldest age groups
                                                                                                                                                                                                                                                                                                                                                                          • Figure 97: Sentiment about standard of living, by age, January 2014
                                                                                                                                                                                                                                                                                                                                                                        • No lack of opportunities in life
                                                                                                                                                                                                                                                                                                                                                                          • Figure 98: Sentiment about opportunities in life, by age, January 2014
                                                                                                                                                                                                                                                                                                                                                                        • Two-thirds of employees second-guess their career choices
                                                                                                                                                                                                                                                                                                                                                                          • Figure 99: Attitudes towards choice of career, by household income, January 2014
                                                                                                                                                                                                                                                                                                                                                                        • Absolute majority believe in importance of hard work for future success
                                                                                                                                                                                                                                                                                                                                                                          • Figure 100: Attitudes towards social mobility, by household income, January 2014
                                                                                                                                                                                                                                                                                                                                                                        • Trend application insight
                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Expenditure Overview

                                                                                                                                                                                                                                                                                                                                                                            • Figure 101: Best- and worst-case forecast for total consumer expenditure, 2013-18
                                                                                                                                                                                                                                                                                                                                                                        • Appendix – In-Home Food

                                                                                                                                                                                                                                                                                                                                                                            • Figure 102: Best- and worst-case forecast value sales of in-home food, 2013-18
                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Foodservice (Eating Out and Takeaways)

                                                                                                                                                                                                                                                                                                                                                                            • Figure 103: Best- and worst-case forecast value sales of foodservice, 2013-18
                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Non-alcoholic Drinks

                                                                                                                                                                                                                                                                                                                                                                            • Figure 104: Best- and worst-case forecast value sales of non-alcoholic drinks, 2013-18
                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Alcoholic Drinks

                                                                                                                                                                                                                                                                                                                                                                            • Figure 105: Best- and worst-case forecast value sales of alcoholic drinks, 2013-18
                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Beauty and Personal Care

                                                                                                                                                                                                                                                                                                                                                                            • Figure 106: Best- and worst-case forecast value sales of beauty and personal care, 2013-18
                                                                                                                                                                                                                                                                                                                                                                        • Appendix – OTC and Pharmaceuticals

                                                                                                                                                                                                                                                                                                                                                                            • Figure 107: Best- and worst-case forecast value sales of OTC and pharmaceuticals, 2013-18
                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Clothing and Accessories

                                                                                                                                                                                                                                                                                                                                                                            • Figure 108: Best- and worst-case forecast value sales of clothes and accessories, 2013-18
                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Household Care

                                                                                                                                                                                                                                                                                                                                                                            • Figure 109: Best- and worst-case forecast value sales of household care, 2013-18
                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Technology and Communications

                                                                                                                                                                                                                                                                                                                                                                            • Figure 110: Best- and worst-case forecast value sales of technology and communications, 2013-18
                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Leisure and Entertainment

                                                                                                                                                                                                                                                                                                                                                                            • Figure 111: Best- and worst-case forecast value sales of leisure and entertainment, 2013-18
                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Home and Garden

                                                                                                                                                                                                                                                                                                                                                                            • Figure 112: Best- and worst-case forecast value sales of home and garden, 2013-18
                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Transport

                                                                                                                                                                                                                                                                                                                                                                            • Figure 113: Best- and worst-case forecast value sales of transport, 2013-18
                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Holidays

                                                                                                                                                                                                                                                                                                                                                                            • Figure 114: Best- and worst-case forecast value sales of holidays, 2013-18
                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Personal Finance

                                                                                                                                                                                                                                                                                                                                                                            • Figure 115: Best- and worst-case forecast value sales of personal finance, 2013-18
                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Housing

                                                                                                                                                                                                                                                                                                                                                                            • Figure 116: Best- and worst-case forecast consumer expenditure on housing, 2013-18
                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Newsagents’ Goods

                                                                                                                                                                                                                                                                                                                                                                            • Figure 117: Best- and worst-case forecast consumer expenditure on newsagents’ goods, 2013-18
                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Miscellaneous Expenditure

                                                                                                                                                                                                                                                                                                                                                                            • Figure 118: Best- and worst-case forecast value sales in miscellaneous markets, 2013-18
                                                                                                                                                                                                                                                                                                                                                                        • Appendix – The Consumer – Demographic Overview

                                                                                                                                                                                                                                                                                                                                                                            • Figure 119: Demographic overview, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 120: Demographic overview, continued, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 121: Demographic overview, continued, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 122: Demographic overview, continued, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 123: Demographic overview, continued, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 124: Demographic overview, continued, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 125: Demographic overview, continued, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 126: Demographic overview, continued, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 127: Demographic overview, continued, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 128: Demographic overview, continued, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 129: Demographic overview, continued, January 2014
                                                                                                                                                                                                                                                                                                                                                                        • Appendix – The Consumer - Changes in Spending Habits in 2013

                                                                                                                                                                                                                                                                                                                                                                            • Figure 130: Spending habits in 2013, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 131: Spending habits in 2013 – Food, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 132: Spending habits in 2013 – Technology and communications, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 133: Spending habits in 2013 – Holidays, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 134: Spending habits in 2013 – Eating out, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 135: Spending habits in 2013 – Clothing and accessories, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 136: Spending habits in 2013 – Home and garden, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 137: Spending habits in 2013 – Alcoholic drinks^, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 138: Spending habits in 2013 – Leisure/entertainment, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 139: Spending habits in 2013 – Beauty products and toiletries, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 140: Spending habits in 2013 – Non-alcoholic drinks, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 141: Spending habits in 2013 – Healthcare products, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 142: Spending habits in 2013 – Alcoholic drinks^, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 143: Spending habits in 2013 – Household care, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 144: Trends in activities done and activities that people consider doing, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 145: Activities done and activities that people consider doing – Buy new clothes, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 146: Activities done and activities that people consider doing – Add to my savings, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 147: Activities done and activities that people consider doing – Book a holiday, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 148: Activities done and activities that people consider doing – Go to a concert/sporting event/theatre, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 149: Activities done and activities that people consider doing – Go out for an expensive meal, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 150: Activities done and activities that people consider doing – Reduce non-mortgage debts, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 151: Activities done and activities that people consider doing – Buy new electrical equipment, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 152: Activities done and activities that people consider doing – Spend money on my home, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 153: Activities done and activities that people consider doing – Buy major domestic appliance, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 154: Activities done and activities that people consider doing – Buy/replace my car, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 155: Trends in what extra money is spent on, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 156: Most popular - what extra money is spent on, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 157: Next most popular - what extra money is spent on, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 158: Other - what extra money is spent on, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 159: Least popular - what extra money is spent on, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 160: Repertoire of spending habits in 2013 (more), January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 161: Repertoire of spending habits in 2013 (more), by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 162: Repertoire of spending habits in 2013 (less), January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 163: Repertoire of spending habits in 2013 (less), by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                        • Appendix – The Consumer - Lifestyle Changes in 2013

                                                                                                                                                                                                                                                                                                                                                                            • Figure 164: Lifestyle changes in 2013, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 165: Lifestyle changes in 2013 – Relationship with family, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 166: Lifestyle changes in 2013 – Career, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 167: Lifestyle changes in 2013 – Satisfaction with life, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 168: Lifestyle changes in 2013 – Outlook for the future, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 169: Lifestyle changes in 2013 – Sense of achievement, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 170: Lifestyle changes in 2013 – Relationships with friends, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 171: Lifestyle changes in 2013 – Social life, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 172: Lifestyle changes in 2013 – Income, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 173: Lifestyle changes in 2013 – Diet, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 174: Lifestyle changes in 2013 – Amount of free time, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 175: Lifestyle changes in 2013 – Health, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 176: Lifestyle changes in 2013 – Involvement in the community, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 177: Repertoire of lifestyle changes for better in 2013, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 178: Repertoire of lifestyle changes for better in 2013, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 179: Repertoire of lifestyle changes for worse in 2013, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 180: Repertoire of lifestyle changes for worse in 2013, January 2014
                                                                                                                                                                                                                                                                                                                                                                        • Appendix – The Consumer - Aspirations for 2014

                                                                                                                                                                                                                                                                                                                                                                            • Figure 181: Personal goals for the coming year, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 182: Personal goals for the coming year – Spend more time with family, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 183: Personal goals for the coming year – Get my household finances in order, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 184: Personal goals for the coming year – Have a healthier diet, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 185: Personal goals for the coming year – Exercise more, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 186: Personal goals for the coming year – Take better care of my appearance, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 187: Personal goals for the coming year – Do home improvements, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 188: Personal goals for the coming year – Travel to new places/go on more holidays, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 189: Personal goals for the coming year – Give to charity/volunteer, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 190: Personal goals for the coming year – Have a better work/life balance^, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 191: Personal goals for the coming year – Learn a new skill/get a new hobby, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 192: Personal goals for the coming year – Find a job/new job, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 193: Personal goals for the coming year – Go out more, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 194: Personal goals for the coming year – Move home/buy a new home, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 195: Personal goals for the coming year, by lifestyle changes in 2013 – Relationship with family, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 196: Personal goals for the coming year, by lifestyle changes in 2013 – Career, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 197: Personal goals for the coming year, by lifestyle changes in 2013 – Satisfaction with life, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 198: Personal goals for the coming year, by lifestyle changes in 2013 – Outlook for the future, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 199: Personal goals for the coming year, by lifestyle changes in 2013 – Sense of achievement, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 200: Personal goals for the coming year, by lifestyle changes in 2013 – Relationships with friends, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 201: Personal goals for the coming year, by lifestyle changes in 2013 – Social Life, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 202: Personal goals for the coming year, by lifestyle changes in 2013 – Income, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 203: Personal goals for the coming year, by lifestyle changes in 2013 – Diet, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 204: Personal goals for the coming year, by lifestyle changes in 2013 – Amount of free time, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 205: Personal goals for the coming year, by lifestyle changes in 2013 – Health, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 206: Personal goals for the coming year, by lifestyle changes in 2013 – Involvement in the community, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 207: Personal goals for the coming year, by sentiment about standard of living, opportunities in life and career choices – My financial situation is … than I expected it would be at my age, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 208: Personal goals for the coming year, by sentiment about standard of living, opportunities in life and career choices – I think my standard of living is … than my parents’ when they were my age, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 209: Personal goals for the coming year, by sentiment about standard of living, opportunities in life and career choices – Compared the average Briton, I have had … opportunities in life, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 210: Personal goals for the coming year, by sentiment about standard of living, opportunities in life and career choices, January 2014
                                                                                                                                                                                                                                                                                                                                                                        • Appendix – The Consumer - What Will Influence Consumer Decisions in 2014?

                                                                                                                                                                                                                                                                                                                                                                            • Figure 211: Factors important when shopping for everyday products, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 212: Factors important when shopping for big ticket items, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 213: Most popular factors important when shopping for everyday products, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 214: Next most popular factors important when shopping for everyday products, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 215: Other factors important when shopping for everyday products, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 216: Most popular factors important when shopping for big ticket items, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 217: Next most popular factors important when shopping for big ticket items, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 218: Other factors important when shopping for big ticket items, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 219: Repertoire of factors important when shopping for everyday products, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 220: Repertoire of factors important when shopping for everyday products, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 221: Repertoire of factors important when shopping for big ticket items, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 222: Repertoire of factors important when shopping for big ticket items, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                        • Appendix – The Consumer - Social Dynamics in Today’s Britain

                                                                                                                                                                                                                                                                                                                                                                            • Figure 223: Sentiment about standard of living and financial situation, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 224: Sentiment about opportunities in life, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 225: Sentiment about career choices, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 226: Sentiment about working hard to get ahead in life, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 227: Agreement with the statement ‘My financial situation is … than I expected it would be at my age’, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 228: Agreement with the statement ‘I think my standard of living is … than my parents’ when they were my age’, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 229: Agreement with the statement ‘Compared the average Briton, I have had … opportunities in life’, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Figure 230: Sentiment about career choices and importance of working hard to getting ahead in life, by demographics, January 2014

                                                                                                                                                                                                                                                                                                                                                                        Companies Covered

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

                                                                                                                                                                                                                                                                                                                                                                        British Lifestyles 2014: The British Dream - UK - April 2014

                                                                                                                                                                                                                                                                                                                                                                        US $2,914.30 (Excl.Tax)