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British Lifestyles 2015: At the Intersection of Tradition and Globalisation - UK - April 2015

“Having basked in the glory of the London Olympics and the Queen’s Diamond Jubilee, Brand Britain now needs to figure out how to capitalise on opportunities provided by the increased pace of globalisation and also address the unique challenges open markets present.

Britain now stands at the intersection of tradition and innovation spurred on by globalised markets, which can be an uncomfortable place for some established domestic businesses. But numerous benefits in the form of lower prices and increased product variety, to name a few, appear to outweigh the short-term pain in the eyes of the consumer.”
– Ina Mitskavets, Senior Lifestyles and Consumer Analyst

Brand Britain has enjoyed a veritable revival in the aftermath of the London Olympics, the Queen’s Diamond Jubilee and the birth of Prince George; events that boosted the UK’s profile overseas. This also enabled British brands to use themes of heritage and nostalgia to their benefit, both domestically and abroad. However, whilst appeals to the past are still highly marketable, other factors are becoming more prominent for shoppers when distinguishing companies and brands they consider to be British. For example, companies’ financial responsibility is now as important as British heritage in the eyes of the consumer.

The London Olympics has also been a chance to celebrate the face of modern Britain as more diverse and forward-looking than ever before. Indeed, the increased pace of globalisation is changing not just the ethnic and cultural make-up of the UK population, but is also having an impact on a variety of domestic consumer markets. Whilst British brands have long been associated with superior quality, entrenched savvy shopping mentality means that quality products with British origins may no longer be a match for the lower prices offered by global competitors.

With mobile tools, today’s shoppers are better informed than ever and can compare prices at one retailer when shopping at another. This means that consumers no longer accept second best, with companies that do not live up to their expectations punished more severely than in the past; a trend made more extreme by globalisation exposing business model weak-spots. Consumers should therefore be the ultimate beneficiaries of the increased pace of innovation and lower prices, with a higher variety of products and options to choose from.

T
he ‘prepare for the worst’ mentality that developed during the worst of the economic crisis has encouraged a desire to scrimp and save, but also steered consumers towards seeking the familiar and the tried-and-true. This has undoubtedly been welcome news for British companies and brands, and especially those that emphasise their British heritage, traditional methods of manufacturing, and any other markers of Britishness that people could identify to help them make a decision when they shop. Britishness is especially effective when marketing to older consumers, who put more trust in the quality, safety and value for money they associate with products that are ‘Made in the UK’. Perhaps it is simply something that they are used to, something that provides extra reassurance and comfort.

Younger generations are less wedded to Brand Britain and are thus more likely to appreciate the consumer benefits that globalisation affords and see it in a more positive light, be it a greater variety of products and cheaper prices in shops, or growing cultural exchange and trade with other countries. The rise in usage of social media has played an important part in expanding young people’s horizons and perhaps explains why they are less likely to feel that open markets have been a disadvantage on the whole.

This dichotomy of views between the two extremes of the age spectrum will need to be addressed eventually by brands and politicians alike. Whilst at present older consumers are the most likely to vote either at the polling booth or in the shops with their wallets, the younger generations are already starting to redefine consumer-business relationships and expectations will shift even further in the near future.

 

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Table of contents

  1. Introduction

      • Methodology
        • Definitions
          • Abbreviations
          • Executive Summary

              • British consumers remain broadly cautious
                • Figure 1: Changes in spending habits in 2014, January 2015
              • The new markers of Britishness
                • Figure 2: Factors that make a company or product British, January 2015
              • British origin matters to the older generations the most
                • Figure 3: Preference for British brands and products, January 2015
              • On balance, globalisation has been beneficial for consumers…
                • Figure 4: Perceived benefits of globalisation, January 2015
              • … but there are also losers from open markets
                • Figure 5: Views on overall benefits of globalisation, January 2015
              • What we think
              • Britain Today – The Economy

                • Key points
                  • What we think
                    • UK shows the fastest growth out of all major economies in 2014
                      • Figure 6: Quarterly % change in UK GDP, Q1 2009 - Q4 2014
                    • Unemployment falls further
                      • Figure 7: Trends in the proportion of the unemployed, UK, November 2007 - January 2008 to September - November 2014
                    • Sharp fall in inflation provides some relief for households
                      • Figure 8: Average weekly earnings (including bonuses) – Percentage growth year on year (3 month average) and percentage change in Consumer Prices Index (CPI) over 12 months, Q1 2009 - Q4 2014
                    • Consumer confidence stalls
                      • Figure 9: Financial well-being index, February 2009 - January 2015
                    • Financial expectations are more positive
                      • Figure 10: Financial confidence index, January 2009 - January 2015
                  • Britain Today – The People

                    • Key points
                      • Population and age structure trends
                        • Figure 11: Trends in the age structure of the UK population, 2009-19
                      • Trends in long-term immigration to the UK
                        • Figure 12: Long-term international migration estimates, by main reason of migration, UK, year ending September 2010 – year ending September 2014
                      • Fertility rate
                        • Figure 13: Total fertility rate and number of live births in England and Wales, 2008-13
                      • Mortality rate
                        • Figure 14: Percentage distribution of all deaths, by gender and age group, UK, 1983, 1993, 2003 and 2013
                      • Families and children
                        • Figure 15: UK family types, 2014
                      • National well-being
                        • Figure 16: Measures of personal well-being, UK, April 2011 - March 2012 and April 2012 - March 2013
                      • Satisfaction with health and amount of leisure
                        • Figure 17: Proportions who were somewhat, mostly or completely satisfied with their general health and amount of leisure, UK, 2006 to 2011/12
                    • Expenditure Overview

                      • Key points
                        • Overview of consumer expenditure
                          • Figure 18: Consumer expenditure, by sector (£ billions), 2014
                        • Outlook for the next five years
                          • Figure 19: Best- and worst-case forecast total value sales, 2009-19
                        • Winners in the next five years
                          • Figure 20: Fastest-growing market sectors, at current prices, by % growth, 2014 (est) -19 (fore)
                        • Slower growth sectors in the next five years
                          • Figure 21: Consumer sectors with weaker growth, at current prices, by % growth, 2014 (est) -19 (fore)
                      • In-home Food

                        • Key points
                          • What we think
                            • A sharp slowdown in growth of in-home food sales
                              • Figure 22: UK in-home food market value, 2009-14
                            • A return to steady growth over 2015-19
                              • Figure 23: Best- and worst-case forecast value sales of the in-home food market, at current prices, 2009-19
                            • Winners for 2015
                              • Fresh sandwiches
                                • Poultry
                                  • Game meat
                                    • Baby milk and flavoured milk
                                      • Losers for 2015
                                        • Sugar and sweet treats
                                          • Soup
                                            • Baby food
                                              • Changing consumer habits
                                                • Figure 24: Changes in spending habits on in-home food in 2014, January 2015
                                              • Key consumer findings
                                                • Poultry and game
                                                  • Milk
                                                    • Sugar
                                                      • Baby food
                                                      • Foodservice

                                                        • Key points
                                                          • What we think
                                                            • The eating out industry shows modest growth
                                                              • Figure 25: UK foodservice market value, 2009-14
                                                            • The market is forecast to grow but operators still need to proactively chase sales
                                                              • Figure 26: Best- and worst-case forecast value sales of the foodservice market, at current prices, 2009-19
                                                            • Winners for 2015
                                                              • Burger bars and restaurants
                                                                • Pub catering
                                                                  • Single/dual food venues
                                                                    • Losers for 2015
                                                                      • Ethnic cuisine
                                                                        • Changing consumer habits
                                                                          • Figure 27: Changes in spending habits on eating out and takeaways in 2014, January 2015
                                                                        • Key consumer findings
                                                                          • Burger bars and restaurants
                                                                            • Pub catering
                                                                              • Ethnic cuisine
                                                                              • Non-alcoholic Drinks

                                                                                • Key points
                                                                                  • What we think
                                                                                    • Large part of market faces challenges over high sugar content of drinks
                                                                                      • Figure 28: UK non-alcoholic drinks market value, 2009-14
                                                                                    • Steady growth expected over 2015-19
                                                                                      • Figure 29: Best- and worst-case forecast value sales of the non-alcoholic drinks market, at current prices, 2009-19
                                                                                    • Winners for 2015
                                                                                      • Bottled water
                                                                                        • Losers for 2015
                                                                                          • Cordials and squash
                                                                                            • Hot beverages
                                                                                              • Coffee
                                                                                                • Changing consumer habits
                                                                                                  • Figure 30: Changes in spending habits on non-alcoholic drinks in 2014, January 2015
                                                                                                • Key consumer findings
                                                                                                  • Bottled water
                                                                                                    • Carbonated soft drinks
                                                                                                      • Tea and other hot drinks
                                                                                                      • Alcoholic Drinks

                                                                                                        • Key points
                                                                                                          • What we think
                                                                                                            • The alcoholic drinks industry remains in value growth
                                                                                                              • Figure 31: UK alcoholic drinks market value, 2009-14
                                                                                                            • Value growth expected to continue in the alcoholic drinks market
                                                                                                              • Figure 32: Best- and worst-case forecast value sales of the alcoholic drinks market, at current prices, 2009-19
                                                                                                            • Winners for 2015
                                                                                                              • Beer
                                                                                                                • Cider
                                                                                                                  • Prosecco
                                                                                                                    • Losers for 2015
                                                                                                                      • Still wine
                                                                                                                        • Champagne
                                                                                                                          • Ready-to-drink
                                                                                                                            • Changing consumer habits
                                                                                                                              • Figure 33: Changes in spending habits on alcoholic drinks in 2014, January 2015
                                                                                                                            • Key consumer findings
                                                                                                                              • Beer
                                                                                                                                • Cider
                                                                                                                                  • Wines
                                                                                                                                    • Spirits
                                                                                                                                    • Beauty and Personal Care

                                                                                                                                      • Key points
                                                                                                                                        • What we think
                                                                                                                                          • Pace of growth stalls in the BPC industry
                                                                                                                                            • Figure 34: UK beauty and personal care market value, 2009-14
                                                                                                                                          • Growth anticipated to return after a slow 2015
                                                                                                                                            • Figure 35: Best- and worst-case forecast value sales of the beauty and personal care market, at current prices, 2009-19
                                                                                                                                          • Winners for 2015
                                                                                                                                            • Colour cosmetics
                                                                                                                                              • Haircare
                                                                                                                                                • Losers for 2015
                                                                                                                                                  • Facial skincare
                                                                                                                                                    • Shaving and hair removal
                                                                                                                                                      • Changing consumer habits
                                                                                                                                                        • Figure 36: Changes in spending habits on beauty and personal care in 2014, January 2015
                                                                                                                                                      • Key consumer findings
                                                                                                                                                        • Colour cosmetics
                                                                                                                                                          • Haircare
                                                                                                                                                            • Facial skincare
                                                                                                                                                              • Shaving and hair removal
                                                                                                                                                              • OTC and Pharmaceuticals

                                                                                                                                                                • Key points
                                                                                                                                                                  • What we think
                                                                                                                                                                    • OTC industry remains stagnant
                                                                                                                                                                      • Figure 37: UK OTC and pharmaceuticals market value, 2009-14 (est.)
                                                                                                                                                                    • Slow and steady growth
                                                                                                                                                                      • Figure 38: Best- and worst-case forecast value sales of the OTC and pharmaceuticals market, at current prices, 2009-19
                                                                                                                                                                    • Winners for 2015
                                                                                                                                                                      • Sexual health
                                                                                                                                                                        • Vitamins and supplements
                                                                                                                                                                          • Feminine hygiene
                                                                                                                                                                            • Losers for 2015
                                                                                                                                                                              • Smoking cessation
                                                                                                                                                                                • Changing consumer habits
                                                                                                                                                                                  • Figure 39: Changes in spending habits on OTC and pharmaceuticals in 2014, January 2015
                                                                                                                                                                                • Key consumer findings
                                                                                                                                                                                  • Vitamins and supplements
                                                                                                                                                                                    • Smoking cessation
                                                                                                                                                                                      • Cough, cold and flu remedies
                                                                                                                                                                                      • Clothing and Accessories

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • What we think
                                                                                                                                                                                            • Fashion grows strongly
                                                                                                                                                                                              • Figure 40: UK clothing and accessories market value, 2009-14
                                                                                                                                                                                            • Clothing is resilient
                                                                                                                                                                                              • Figure 41: Best- and worst-case forecast value sales of the clothing and accessories market, at current prices, 2009-19
                                                                                                                                                                                            • Winners for 2015
                                                                                                                                                                                              • Footwear
                                                                                                                                                                                                • Handbags
                                                                                                                                                                                                  • Watches
                                                                                                                                                                                                    • Losers for 2015
                                                                                                                                                                                                      • Childrenswear
                                                                                                                                                                                                        • Youth fashion
                                                                                                                                                                                                          • Changing consumer habits
                                                                                                                                                                                                            • Figure 42: Changes in spending habits on clothing and accessories in 2014, January 2015
                                                                                                                                                                                                          • Key consumer findings
                                                                                                                                                                                                            • Footwear
                                                                                                                                                                                                              • Handbags
                                                                                                                                                                                                                • Childrenswear
                                                                                                                                                                                                                  • Youth fashion
                                                                                                                                                                                                                  • Household Care

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • What we think
                                                                                                                                                                                                                        • Static sales a sign of increased competition for spending
                                                                                                                                                                                                                          • Figure 43: UK household care market value, 2009-14
                                                                                                                                                                                                                        • A return to slow and steady growth
                                                                                                                                                                                                                          • Figure 44: Best- and worst-case forecast value sales of the household care market, at current prices, 2009-19
                                                                                                                                                                                                                        • Winners for 2015
                                                                                                                                                                                                                          • Specialist cleaners
                                                                                                                                                                                                                            • Air care
                                                                                                                                                                                                                              • Home laundry
                                                                                                                                                                                                                                • Losers for 2015
                                                                                                                                                                                                                                  • Toilet tissue
                                                                                                                                                                                                                                    • Laundry detergents
                                                                                                                                                                                                                                      • Changing consumer habits
                                                                                                                                                                                                                                        • Figure 45: Changes in spending habits on household care in 2014, January 2015
                                                                                                                                                                                                                                      • Key consumer findings
                                                                                                                                                                                                                                        • Specialist cleaners
                                                                                                                                                                                                                                          • Air fresheners
                                                                                                                                                                                                                                            • Fabric conditioners
                                                                                                                                                                                                                                              • Toilet tissue
                                                                                                                                                                                                                                                • Laundry detergents
                                                                                                                                                                                                                                                • Technology and Communications

                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                                                      • Market back in growth in 2014
                                                                                                                                                                                                                                                        • Figure 46: UK technology and communications market value, 2009-14
                                                                                                                                                                                                                                                      • Technology industry on path to recovery
                                                                                                                                                                                                                                                        • Figure 47: Best- and worst-case forecast value sales of the technology and communications market, at current prices, 2009-19
                                                                                                                                                                                                                                                      • Winners for 2015
                                                                                                                                                                                                                                                        • Streaming services
                                                                                                                                                                                                                                                          • Video and music subscriptions
                                                                                                                                                                                                                                                            • Pay-TV
                                                                                                                                                                                                                                                              • Laptops
                                                                                                                                                                                                                                                                • Losers for 2015
                                                                                                                                                                                                                                                                  • Televisions
                                                                                                                                                                                                                                                                    • Digital cameras, Sat Navs, portable games consoles
                                                                                                                                                                                                                                                                      • Print newspapers
                                                                                                                                                                                                                                                                        • Changing consumer habits
                                                                                                                                                                                                                                                                          • Figure 48: Changes in spending habits on technology and communications in 2014, January 2015
                                                                                                                                                                                                                                                                        • Key consumer findings
                                                                                                                                                                                                                                                                          • Desktop and laptop computers
                                                                                                                                                                                                                                                                            • Mobile phones
                                                                                                                                                                                                                                                                              • Video games and consoles
                                                                                                                                                                                                                                                                                • Social and media networks
                                                                                                                                                                                                                                                                                • Leisure and Entertainment

                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                                                                                      • Leisure and entertainment industry growth driven by inflation
                                                                                                                                                                                                                                                                                        • Figure 49: UK leisure and entertainment market value, 2009-14
                                                                                                                                                                                                                                                                                      • Marginally stronger growth set for next five years
                                                                                                                                                                                                                                                                                        • Figure 50: Best- and worst-case forecast value sales of the leisure and entertainment market, at current prices, 2009-19
                                                                                                                                                                                                                                                                                      • Winners for 2015
                                                                                                                                                                                                                                                                                        • Music concerts and festivals
                                                                                                                                                                                                                                                                                          • Gambling
                                                                                                                                                                                                                                                                                            • Losers for 2015
                                                                                                                                                                                                                                                                                              • Nightclubs
                                                                                                                                                                                                                                                                                                • Cinemas
                                                                                                                                                                                                                                                                                                  • Tenpin bowling
                                                                                                                                                                                                                                                                                                    • Health and fitness clubs
                                                                                                                                                                                                                                                                                                      • Changing consumer habits
                                                                                                                                                                                                                                                                                                        • Figure 51: Changes in spending habits on leisure and entertainment in 2014, January 2015
                                                                                                                                                                                                                                                                                                      • Key consumer findings
                                                                                                                                                                                                                                                                                                        • Music concerts and festivals
                                                                                                                                                                                                                                                                                                          • Gambling
                                                                                                                                                                                                                                                                                                            • Nightclubs
                                                                                                                                                                                                                                                                                                              • Cinemas
                                                                                                                                                                                                                                                                                                              • Home and Garden

                                                                                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                                                                                  • What we think
                                                                                                                                                                                                                                                                                                                    • Home and garden industry on the rise
                                                                                                                                                                                                                                                                                                                      • Figure 52: UK home and garden market value, 2009-14
                                                                                                                                                                                                                                                                                                                    • Continued growth in consumer spending
                                                                                                                                                                                                                                                                                                                      • Figure 53: Best- and worst-case forecast value sales of the home and garden market, at current prices, 2009-19
                                                                                                                                                                                                                                                                                                                    • Winners for 2015
                                                                                                                                                                                                                                                                                                                      • Furniture
                                                                                                                                                                                                                                                                                                                        • Garden products
                                                                                                                                                                                                                                                                                                                          • Homeware
                                                                                                                                                                                                                                                                                                                            • Losers for 2015
                                                                                                                                                                                                                                                                                                                              • Home textiles and decorative accessories
                                                                                                                                                                                                                                                                                                                                • Plants, seeds and bulbs
                                                                                                                                                                                                                                                                                                                                  • Changing consumer habits
                                                                                                                                                                                                                                                                                                                                    • Figure 54: Changes in spending habits on home and garden in 2014, January 2015
                                                                                                                                                                                                                                                                                                                                  • Key consumer findings
                                                                                                                                                                                                                                                                                                                                    • Furniture
                                                                                                                                                                                                                                                                                                                                      • Garden products
                                                                                                                                                                                                                                                                                                                                        • Homeware
                                                                                                                                                                                                                                                                                                                                          • Appliances
                                                                                                                                                                                                                                                                                                                                          • Transport

                                                                                                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                                                                                                              • What we think
                                                                                                                                                                                                                                                                                                                                                • The market is showing steady growth
                                                                                                                                                                                                                                                                                                                                                  • Figure 55: UK transport market value, 2009-14
                                                                                                                                                                                                                                                                                                                                                • Strong growth predicted in the next five years
                                                                                                                                                                                                                                                                                                                                                  • Figure 56: Best- and worst-case forecast value sales of the transport market, at current prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                • Winners for 2015
                                                                                                                                                                                                                                                                                                                                                  • New and used cars
                                                                                                                                                                                                                                                                                                                                                    • Rail travel
                                                                                                                                                                                                                                                                                                                                                      • Losers for 2015
                                                                                                                                                                                                                                                                                                                                                        • Two wheelers
                                                                                                                                                                                                                                                                                                                                                          • Key consumer findings
                                                                                                                                                                                                                                                                                                                                                            • New and used cars
                                                                                                                                                                                                                                                                                                                                                              • Car and van hire
                                                                                                                                                                                                                                                                                                                                                                • Rail travel
                                                                                                                                                                                                                                                                                                                                                                • Holidays

                                                                                                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                                                                                                                                                                      • Steady holiday growth continues
                                                                                                                                                                                                                                                                                                                                                                        • Figure 57: UK holidays market value, 2009-14
                                                                                                                                                                                                                                                                                                                                                                      • Overseas holidays to drive growth
                                                                                                                                                                                                                                                                                                                                                                        • Figure 58: Best- and worst-case forecast value sales of the holidays market, at current prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                      • Winners for 2015
                                                                                                                                                                                                                                                                                                                                                                        • Beach holidays
                                                                                                                                                                                                                                                                                                                                                                          • Independent holidays
                                                                                                                                                                                                                                                                                                                                                                            • Losers for 2015
                                                                                                                                                                                                                                                                                                                                                                              • High street travel agents
                                                                                                                                                                                                                                                                                                                                                                                • Changing consumer habits
                                                                                                                                                                                                                                                                                                                                                                                  • Figure 59: Changes in spending habits on holidays in 2014, January 2015
                                                                                                                                                                                                                                                                                                                                                                                • Key consumer findings
                                                                                                                                                                                                                                                                                                                                                                                  • Premium and budget travellers
                                                                                                                                                                                                                                                                                                                                                                                    • Short/city breaks
                                                                                                                                                                                                                                                                                                                                                                                      • Holiday planning and booking process
                                                                                                                                                                                                                                                                                                                                                                                        • Domestic tourism
                                                                                                                                                                                                                                                                                                                                                                                        • Personal Finance

                                                                                                                                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                                                                                                                                            • What we think
                                                                                                                                                                                                                                                                                                                                                                                              • Expenditure on financial services bounced back in 2014
                                                                                                                                                                                                                                                                                                                                                                                                • Figure 60: UK personal finance market value, 2009-14
                                                                                                                                                                                                                                                                                                                                                                                              • The recovery in financial services spending set to continue
                                                                                                                                                                                                                                                                                                                                                                                                • Figure 61: Best- and worst-case forecast value sales of the personal finance market, at current prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                              • Changing consumer habits
                                                                                                                                                                                                                                                                                                                                                                                                • The chance to start to increase motor premiums…
                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 62: Attitudes towards car insurance, December 2014
                                                                                                                                                                                                                                                                                                                                                                                                • … and prospects for an increase in investment sales
                                                                                                                                                                                                                                                                                                                                                                                                  • Key consumer findings
                                                                                                                                                                                                                                                                                                                                                                                                    • Motor insurance
                                                                                                                                                                                                                                                                                                                                                                                                      • Share dealing
                                                                                                                                                                                                                                                                                                                                                                                                        • Collective investments
                                                                                                                                                                                                                                                                                                                                                                                                        • Housing

                                                                                                                                                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                                                                                                                                                            • What we think
                                                                                                                                                                                                                                                                                                                                                                                                              • Consumer spending on housing increased sharply in 2014
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 63: UK housing market value, 2009-14
                                                                                                                                                                                                                                                                                                                                                                                                              • Further growth forecast between 2014-19
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 64: Best- and worst-case forecast value sales of the housing market, at current prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                              • Changing consumer habits
                                                                                                                                                                                                                                                                                                                                                                                                                • Key consumer findings
                                                                                                                                                                                                                                                                                                                                                                                                                  • Buy-to-let mortgages
                                                                                                                                                                                                                                                                                                                                                                                                                    • Mortgages
                                                                                                                                                                                                                                                                                                                                                                                                                    • Newsagents’ Goods

                                                                                                                                                                                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                                                                                                                                                                                        • What we think
                                                                                                                                                                                                                                                                                                                                                                                                                          • Newsagents’ goods market benefits from rising tobacco prices
                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 65: UK newsagents’ goods market value, 2009-14
                                                                                                                                                                                                                                                                                                                                                                                                                          • Moderate growth forecasted
                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 66: Best- and worst-case forecast value sales of the newsagents’ goods market, at current prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                          • Key consumer findings
                                                                                                                                                                                                                                                                                                                                                                                                                            • Cigarettes and tobacco
                                                                                                                                                                                                                                                                                                                                                                                                                              • Cards and stationery
                                                                                                                                                                                                                                                                                                                                                                                                                              • Miscellaneous Expenditure

                                                                                                                                                                                                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                                                                                                                                                                                                  • What we think
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Healthy growth in the miscellaneous markets continues
                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 67: UK miscellaneous expenditure market value, 2009-14
                                                                                                                                                                                                                                                                                                                                                                                                                                    • The market will grow at a faster pace
                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 68: Best- and worst-case forecast value sales of the miscellaneous expenditure market, at current prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Winners for 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                      • Education
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Funerals
                                                                                                                                                                                                                                                                                                                                                                                                                                          • Losers for 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Disposable nappies and wipes
                                                                                                                                                                                                                                                                                                                                                                                                                                              • Pet food, care and accessories
                                                                                                                                                                                                                                                                                                                                                                                                                                                • Key consumer findings
                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Education
                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Funerals
                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Pet food, care and accessories
                                                                                                                                                                                                                                                                                                                                                                                                                                                      • The Consumer – Changes in Spending Habits in 2014

                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Britons continue spending on essentials
                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 69: Changes in spending habits in 2014, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Health is on the agenda
                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Spending on holidays and leisure still a luxury for the ‘Sandwich Generation’
                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 70: Proportions of people who spent more and less on holidays and leisure & entertainment in 2014, by age, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Millennial men take more interest in their appearance
                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 71: Proportions of people who spent more and less on beauty products & toiletries and clothes & accessories in 2014, by gender and age, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Brits are more likely to spend less rather than more
                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 72: Percentage-point difference between those who spent more and those who spent less on each category in 2014, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Millennials driving new fashion purchases
                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 73: Consumer expenditure in various sectors, past and next three months, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Trend application insight
                                                                                                                                                                                                                                                                                                                                                                                                                                                            • The Consumer – Perceptions of What Makes a Company or Product British

                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Brand Britain has enjoyed a renaissance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 74: Examples of brand messages celebrating the birth of Prince George, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Success of Brand Britain abroad
                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • ‘Made in Britain’ – The most recognisable mark of authentic Britishness…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 75: Factors that make a company or product British, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • … and so is paying taxes
                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Consumers have become more choosy
                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 76: Number of factors people associate with British companies and/or products, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Britishness goes beyond the Union Jack
                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 77: Factors that make a company or product British, by selected factors that people think makes a company or product British, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • The over-55s are the most loyal to Brand Britain
                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 78: Factors that make a company or product British, by age, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Trend application insight
                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • The Consumer – Preference for British Brands and Products

                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • British origin is most important in food
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 79: Preference for British brands and products, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Men bolster demand for British fashion
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Majority of Brits don’t have any specific preferences
                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • A difficult balancing act for retailers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 80: Preference for British brands and products, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 81: Preference for British brands and products, January 2015 (continued)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Trend application insight
                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • The Consumer – Qualities Associated with British Brands and Products

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • British products are recognised for their unrivalled quality
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 82: Attributes associated with British brands and products (nets of attributes across all categories are shown), January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • The future of British products
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 83: Attributes associated with British brands and products (nets of attributes across all categories are shown), by selected nets of attributes, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Strengths and weaknesses of British brands
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 84: Attributes associated with British brands and products, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Poor finances keep people focused on cost
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 85: Attributes associated with British brands and products (nets of attributes across all categories are shown), by current financial situation, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Trend application insight
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • The Consumer – Benefits of Globalisation

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • On balance, globalisation benefits British consumers…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 86: Perceived benefits of globalisation, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • … but globalisation could be a double-edged sword
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 87: Obstacles to the success of UK’s small businesses, 2014
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Asserting British origins not a match for low prices
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 88: Georgia May Jagger launches British Airways’ GREAT aircraft, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Modernising the high street
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • The need to adapt to today’s consumer habits
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Few see personal benefit in other aspects of globalisation
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 89: Perceived benefits of globalisation, continued, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • The government entices overseas visitors to come to the UK
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 90: Examples of marketing material from ‘GREAT Britain’ campaign, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 91: English Tourism Week promotional material, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 92: Screenshot from VisitBritain’s GREAT names website, March 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Brits of lower means say they have gained little from globalisation
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 93: Number of perceived personal benefits of globalisation, by changes in financial situation compared with a year ago, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Generational divide in attitudes towards globalisation
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 94: Number of perceived personal benefits of globalisation, by generations, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Globalisation as a series of trade-offs
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 95: Views on overall benefits of globalisation, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Trend application insight
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • The Consumer – What Influences People’s Opinions about Globalisation?

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • The strength of the economy drives people’s views on globalisation
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 96: Factors that affect people’s opinions on globalisation, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Social media is a greater influencer for 16-24s
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 97: Selected factors that influence people’s opinions on globalisation, by age, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • The power of emotional appeal
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 98: What influences people’s opinions about globalisation, by views on benefits of globalisation, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Trend application insight
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Appendix – Expenditure Overview

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 99: Best- and worst-case forecast for total consumer expenditure, 2014-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Appendix – In-home Food

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 100: Best- and worst-case forecast value sales of in-home food, 2014-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Appendix – Foodservice (Eating Out and Takeaways)

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 101: Best- and worst-case forecast value sales of foodservice, 2014-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Appendix – Non-alcoholic Drinks

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 102: Best- and worst-case forecast value sales of non-alcoholic drinks, 2014-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Appendix – Alcoholic Drinks

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 103: Best- and worst-case forecast value sales of alcoholic drinks, 2014-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Appendix – Beauty and Personal Care

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 104: Best- and worst-case forecast value sales of beauty and personal care, 2014-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Appendix – OTC and Pharmaceuticals

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 105: Best- and worst-case forecast value sales of OTC and pharmaceuticals, 2014-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Appendix – Clothing and Accessories

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 106: Best- and worst-case forecast value sales of clothes and accessories, 2014-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Appendix – Household Care

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 107: Best- and worst-case forecast value sales of household care, 2014-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Appendix – Technology and Communications

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 108: Best- and worst-case forecast value sales of technology and communications, 2014-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Appendix – Leisure and Entertainment

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 109: Best- and worst-case forecast value sales of leisure and entertainment, 2014-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Appendix – Home and Garden

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 110: Best- and worst-case forecast value sales of home and garden, 2014-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Appendix – Transport

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 111: Best- and worst-case forecast value sales of transport, 2014-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Appendix – Holidays

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 112: Best- and worst-case forecast value sales of holidays, 2014-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Appendix – Personal Finance

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 113: Best- and worst-case forecast value sales of personal finance, 2014-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Appendix – Housing

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 114: Best- and worst-case forecast consumer expenditure on housing, 2014-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Appendix – Newsagents’ Goods

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 115: Best- and worst-case forecast consumer expenditure on newsagents’ goods, 2014-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Appendix – Miscellaneous Expenditure

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 116: Best- and worst-case forecast value sales in miscellaneous markets, 2014-19

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Jones Bootmaker

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              British Lifestyles 2015: At the Intersection of Tradition and Globalisation - UK - April 2015

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