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Delayed Maturity - UK - July 2009

Kidults, adultescents, boomerang generation and thresholders. These are some of the terms coined to describe the tendency towards an ‘extended adolescence’, during which people in their twenties and early thirties continue to exhibit behaviour and lifestyles associated mainly with teenagers.

Many of the milestones of adult life such as finishing education, leaving home, settling into a career, being in a steady relationship and becoming a parent now take place at a much later age than they used to. The fluidity of lifestyles today also means that things can continue changing even after these milestones are reached.

In this report, Mintel looks at the effects of delayed maturity on both Stay-at-Home adults still living in the parental home and their parents.

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Table of contents

  1. Issues in the Market

      • Methodology
        • Qualitative
          • Quantitative
          • Future Opportunities

            • Creating space
              • An individual touch
                • Saving for the future
                  • Encouragement is key
                    • The ‘extended family’ break
                      • Catering for the whole family
                        • Accommodation needs
                        • Lifestyle Sector in Brief

                            • Big Kids
                              • Who are they and why are they there?
                                • What are they like?
                                  • What do they need?
                                    • Waiting For The Break
                                      • Who are they and why are they there?
                                        • What are they like?
                                          • What do they need?
                                            • Independents
                                              • Who are they and why are they there?
                                                • What are they like?
                                                  • What do they need?
                                                    • Just Passing Through
                                                      • Who are they and why are they there?
                                                        • What are they like?
                                                          • What do they need?
                                                            • In It For The Long Haul
                                                              • Who are they and why are they there?
                                                                • What are they like?
                                                                  • What do they need?
                                                                    • What do the parents need?
                                                                    • Background

                                                                      • A growing trend
                                                                        • Figure 1: Adults in the UK living with their parents1, by age and gender2, 2001-08
                                                                        • Figure 2: Reasons1 for young adults in the UK still living in their parents' home, 2007
                                                                    • The Stay-at-Homes – Who and Why?

                                                                      • Key points
                                                                        • Who are the Stay-at-Homes?
                                                                          • Figure 3: Demographic profile of Stay-at-Homes, 2004 and 2008
                                                                        • What’s changed?
                                                                          • How do they differ from Away-from-Homes?
                                                                            • Figure 4: Demographic profiles of Stay-at-Homes and Away-from-Homes, 2008
                                                                          • What about the parents?
                                                                            • Figure 5: Demographic profile of Hotel Parents, 2008
                                                                          • Why are they there?
                                                                            • The parents’ viewpoint
                                                                              • Are they all the same?
                                                                                • Big Kids
                                                                                  • Waiting For The Break
                                                                                    • Independents
                                                                                      • Just Passing Through
                                                                                        • In It For The Long Haul
                                                                                          • Career motivations and future prospects
                                                                                            • Figure 6: Cluster groups on attitudes towards career and future prospects, 2008
                                                                                          • Aimless
                                                                                            • Discontented
                                                                                              • Carefree
                                                                                                • Career-driven
                                                                                                • Weighing Up the Pros and Cons

                                                                                                  • Key points
                                                                                                    • What are the pros and cons?
                                                                                                      • On the plus side…
                                                                                                        • Financial benefits
                                                                                                          • Practical support
                                                                                                            • Emotional support
                                                                                                              • …and on the minus side
                                                                                                                • The freedom to come and go as they please
                                                                                                                  • Lack of physical space
                                                                                                                    • Lack of privacy
                                                                                                                      • House rules
                                                                                                                        • Untidiness
                                                                                                                          • Parental demands
                                                                                                                            • Conflict
                                                                                                                            • Money Matters

                                                                                                                              • Key points
                                                                                                                                • Paying for their keep
                                                                                                                                  • Figure 7: Family obligations to children among over-50 population, May 2008
                                                                                                                                  • Figure 8: Family obligations to children among over-50 population, by age, May 2008
                                                                                                                                • Other financial arrangements
                                                                                                                                  • Financial give-and-take
                                                                                                                                      • Figure 9: Driving licence and car ownership – Stay-at-Homes, 2004-08
                                                                                                                                    • How is the credit crunch affecting the Bank of Mum and Dad?
                                                                                                                                      • Savings: Strategies and goals
                                                                                                                                        • Pensions
                                                                                                                                          • Credit cards
                                                                                                                                              • Figure 10: Credit and debit cards held – Stay-at-Homes, 2004-08
                                                                                                                                              • Figure 11: Average monthly spend on credit cards – Stay-at-Homes, 2004, 2006 and 2008
                                                                                                                                            • Insurance
                                                                                                                                                • Figure 12: Who pays for car insurance – Stay-at-Homes, 2008
                                                                                                                                              • Managing their money
                                                                                                                                                • Figure 13: Agreement with selected lifestyle statements related to money management, by lifestage groups, 2008
                                                                                                                                            • Life at Home

                                                                                                                                              • Key points
                                                                                                                                                • Crowded houses
                                                                                                                                                  • Figure 14: Number in household – Stay-at-Homes, 2008
                                                                                                                                                • ‘Give me space …’
                                                                                                                                                  • Figure 15: Number of living rooms (including dining rooms) in home – Stay-at-Homes, 2008
                                                                                                                                                • A room of their own
                                                                                                                                                  • Bathroom blues?
                                                                                                                                                      • Figure 16: Number of bathrooms in home – Stay-at-Homes, 2008
                                                                                                                                                    • Overwhelmed by ‘stuff’…
                                                                                                                                                      • Chores: The biggest battleground
                                                                                                                                                        • Figure 17: Weekday activities, by lifestage groups, 2008
                                                                                                                                                        • Figure 18: Weekday activities – Stay-at-Homes, 2004-08
                                                                                                                                                        • Figure 19: Agreement with selected lifestyle statements concerning housework, by lifestage groups, 2008
                                                                                                                                                        • Figure 20: Agreement with selected lifestyle statements on environmental concern, by lifestage groups, 2008
                                                                                                                                                      • Untidiness causes friction
                                                                                                                                                        • Have you done your chores?
                                                                                                                                                        • Eating Habits

                                                                                                                                                          • Key points
                                                                                                                                                            • Family meals or casual snacks?
                                                                                                                                                                • Figure 21: Agreement that ‘We rarely sit down to a meal together at home’, by lifestage groups, 2008
                                                                                                                                                                • Figure 22: Agreement that ‘I often eat snacks rather than a proper meal’, by lifestage groups, 2008
                                                                                                                                                              • Conflict in the kitchen?
                                                                                                                                                                • Family meals can be fun
                                                                                                                                                                    • Figure 23: Agreement that ‘I really enjoy cooking’, by lifestage groups, 2008
                                                                                                                                                                  • Eating out and takeaways
                                                                                                                                                                      • Figure 24: Frequency of eating takeaway food in the last 12 months, by lifestage groups, 2008
                                                                                                                                                                      • Figure 25: Frequency of eating in fast food restaurants in the last 12 months, by lifestage groups, 2008
                                                                                                                                                                  • Leisure Time

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Home entertainment
                                                                                                                                                                        • Home or Away?
                                                                                                                                                                          • Figure 26: Agreement that ‘I like spending a lot of my free time at home’, by lifestage groups, 2008
                                                                                                                                                                        • TV viewing
                                                                                                                                                                            • Figure 27: Household TV ownership, by lifestage groups, 2008
                                                                                                                                                                          • PC sharing
                                                                                                                                                                            • A spending priority?
                                                                                                                                                                              • Figure 28: Items bought in the last 12 months, by lifestage groups, 2008
                                                                                                                                                                              • Figure 29: Consoles and games, by lifestage groups, 2008
                                                                                                                                                                            • Out and about
                                                                                                                                                                              • Healthy leisure
                                                                                                                                                                                • Figure 30: Frequency of visiting leisure centres/gyms/health clubs in the last 12 months, by lifestage groups, 2008
                                                                                                                                                                              • Pubs, clubs, and rock ‘n’ roll
                                                                                                                                                                                • Figure 31: Frequency of visiting nightclubs, by lifestage groups, 2008
                                                                                                                                                                                • Figure 32: Those agreeing that ‘In the evening I often go to a bar’, by lifestage groups, 2008
                                                                                                                                                                                • Figure 33: Attendance at theatre performances, concerts, art exhibitions and cultural events – Stay-at-Homes, 2004-08
                                                                                                                                                                              • Living at home and leisure: Restrictions
                                                                                                                                                                                • Restrictions on their movements
                                                                                                                                                                                  • Restrictions on in-home entertaining
                                                                                                                                                                                      • Figure 34: Agreement that ‘I often have friends and relatives round’ – Stay-at-Homes, by gender, age and working status, 2008
                                                                                                                                                                                    • Living at home and leisure: Solutions
                                                                                                                                                                                    • Holiday Preferences

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Multi-holidays
                                                                                                                                                                                          • The ‘extended family’ holiday
                                                                                                                                                                                              • Figure 35: Who went with for last holiday taken in the last 12 months*, by lifestage groups, 2008
                                                                                                                                                                                            • Parents need to get away
                                                                                                                                                                                            • Clothing and Personal Appearance

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Justifiable spending?
                                                                                                                                                                                                    • Figure 36: Agreement with statements about clothes and fashion, by lifestage groups, 2008
                                                                                                                                                                                                    • Figure 37: Agreement with statements about clothes and fashion – Stay-at-Homes, by gender, age and working status, 2008
                                                                                                                                                                                                  • Skincare and cosmetics
                                                                                                                                                                                                    • Figure 38: Monthly expenditure on skincare and cosmetics – women, by lifestage groups, 2008
                                                                                                                                                                                                    • Figure 39: Agreement that ‘I spend a lot on toiletries & cosmetics for personal use’, by lifestage groups, 2008
                                                                                                                                                                                                    • Figure 40: Those agreeing that ‘I usually use the products I find at home’ – Stay-at-Homes, by gender, age and working status, 2008
                                                                                                                                                                                                • What Does The Future Hold?

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • What will they be doing in a year’s time?
                                                                                                                                                                                                      • Figure 41: Life events expected in the next 12 months – Stay-at-Homes, 2007 and 2008
                                                                                                                                                                                                    • Home?
                                                                                                                                                                                                      • Career?
                                                                                                                                                                                                        • Relationships?
                                                                                                                                                                                                          • Children?
                                                                                                                                                                                                            • What will they be doing in two years’ time?
                                                                                                                                                                                                              • Big Kids
                                                                                                                                                                                                                • Independents
                                                                                                                                                                                                                  • Just Passing Through
                                                                                                                                                                                                                    • Waiting For The Break
                                                                                                                                                                                                                      • In It For The Long Haul
                                                                                                                                                                                                                        • What about the parents?
                                                                                                                                                                                                                          • Payback time?
                                                                                                                                                                                                                          • Appendix – The Stay-at-Homes – Who and Why?

                                                                                                                                                                                                                              • Figure 42: Cluster groups, by the lifestyle statements used – Stay-at-Homes, 2008
                                                                                                                                                                                                                              • Figure 43: Cluster groups – Stay-at-Homes, by gender, age and working status, 2008
                                                                                                                                                                                                                          • Appendix – Finance

                                                                                                                                                                                                                              • Figure 44: Family obligations to children among over-50 population, by demographics, May 2008
                                                                                                                                                                                                                              • Figure 45: Driving licence and car ownership – Stay-at-Homes, by gender, age and working status, 2008
                                                                                                                                                                                                                              • Figure 46: Savings accounts held – Stay-at-Homes, by gender, age and working status, 2008
                                                                                                                                                                                                                              • Figure 47: Credit and debit cards held – Stay-at-Homes, 2004-08
                                                                                                                                                                                                                              • Figure 48: Credit cards held – Stay-at-Homes, by gender, age and working status, 2008
                                                                                                                                                                                                                              • Figure 49: Average monthly credit card spend – Stay-at-Homes, by gender, age and working status, 2008
                                                                                                                                                                                                                              • Figure 50: Holiday or travel insurance taken out in the last 12 months – Stay-at-Homes, by gender, age and working status, 2008
                                                                                                                                                                                                                              • Figure 51: Private health or medical insurance cover – Stay-at-Homes, by gender, age and working status, 2008
                                                                                                                                                                                                                          • Appendix – Food and Drink

                                                                                                                                                                                                                              • Figure 52: Agreement that ‘We rarely sit down to a meal together at home’ – Stay-at-Homes, 2004-08
                                                                                                                                                                                                                              • Figure 53: Agreement that ‘We rarely sit down to a meal together at home’ – Stay-at-Homes, by gender, age and working status, 2008
                                                                                                                                                                                                                              • Figure 54: Agreement that ‘I really enjoy cooking’ – Stay-at-Homes, by gender, age and working status, 2008
                                                                                                                                                                                                                              • Figure 55: Agreement that ‘I really enjoy cooking’ – Stay-at-Homes, 2004-08
                                                                                                                                                                                                                              • Figure 56: Agreement that ‘I often eat snacks rather than a proper meal’ – Stay-at-Homes, by gender, age and working status, 2008
                                                                                                                                                                                                                              • Figure 57: Frequency of eating takeaway food in the last 12 months – Stay-at-Homes, by gender, age and working status, 2008
                                                                                                                                                                                                                              • Figure 58: Frequency of eating in fast food restaurants in the last 12 months – Stay-at-Homes, by gender, age and working status, 2008
                                                                                                                                                                                                                          • Appendix – Leisure Time

                                                                                                                                                                                                                              • Figure 59: Amount of time spent watching TV on an average weekday, by lifestage groups, 2008
                                                                                                                                                                                                                              • Figure 60: Frequency of visiting leisure centres/gyms/health clubs in the last 12 months – Stay-at-Homes, by gender, age and working status, 2008
                                                                                                                                                                                                                              • Figure 61: Frequency of visiting nightclubs – Stay-at-Homes, 2004-08
                                                                                                                                                                                                                              • Figure 62: Frequency of visiting nightclubs – Stay-at-Homes, by gender, age and working status, 2008
                                                                                                                                                                                                                              • Figure 63: Those agreeing that ‘In the evening I often go to a bar’ – Stay-at-Homes, by gender, age and working status, 2008
                                                                                                                                                                                                                              • Figure 64: Attendance at theatre performances, concerts, art exhibitions and cultural events, by lifestage groups, 2008
                                                                                                                                                                                                                              • Figure 65: Attendance at theatre performances, concerts, art exhibitions and cultural events – Stay-at-Homes, by gender, age and working status, 2008
                                                                                                                                                                                                                              • Figure 66: Agreement that ‘I like spending a lot of my free time at home’ – Stay-at-Homes, by gender, age and working status, 2008
                                                                                                                                                                                                                              • Figure 67: Agreement that ‘I often have friends and relatives round’, by lifestage groups, 2008
                                                                                                                                                                                                                          • Appendix – Holidays

                                                                                                                                                                                                                              • Figure 68: Who went with for last holiday taken in the last 12 months* – Stay-at-Homes, 2008
                                                                                                                                                                                                                          • Appendix – What Does The Future Hold?

                                                                                                                                                                                                                              • Figure 69: Life events – Stay-at-Homes, 2007 and 2008

                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                          • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                                          • Asda Group Ltd
                                                                                                                                                                                                                          • British Market Research Bureau (BMRB)
                                                                                                                                                                                                                          • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                                                          • Center Parcs
                                                                                                                                                                                                                          • Co-operative Group
                                                                                                                                                                                                                          • Ford Motor Company Limited (UK)
                                                                                                                                                                                                                          • J. Sainsbury
                                                                                                                                                                                                                          • Lidl (UK)
                                                                                                                                                                                                                          • Marks & Spencer
                                                                                                                                                                                                                          • McDonald's Restaurants Limited (UK)
                                                                                                                                                                                                                          • Netto Foodstores Ltd
                                                                                                                                                                                                                          • Somerfield
                                                                                                                                                                                                                          • Tesco Plc
                                                                                                                                                                                                                          • Waitrose
                                                                                                                                                                                                                          • Wm Morrison Supermarkets

                                                                                                                                                                                                                          Delayed Maturity - UK - July 2009

                                                                                                                                                                                                                          £1,695.00 (Excl.Tax)