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Marketing to the Boomerang Generation - UK - June 2011

  • Boomerang Generation: adults aged 20+ who are currently living with their parents (including step-parents) after having lived elsewhere. It also includes adults aged 20+ who have previously fallen under the classification of Boomerang Generation even if they have subsequently moved out. Mintel estimates that 12% of the online population aged 20+ fall within the Boomerang Generation (the equivalent to 4.9 million adults, of which three million are currently living with their parents).
  • Boomerang Parents: a Boomerang parent is aged 35 or over and has (or had) an adult child (including step-children) aged 20+ who returned to live at home after a period of living elsewhere.

Running analysis on people’s reasons for returning to live in the family home, Mintel has identified four groups of the Boomerang Generation that will be analysed in greater detail within this report. The four groups are not mutually exclusive, however, resulting in a small degree of overlap between them.

Mintel has also questioned the parents of the Boomerangs to examine the impact that their children returning to the family home has had on them and their spending habits and lifestyles. Harness the influence that adult children have on their parents.

The parents of Boomerangs typically adopt positive or negative attitudes towards having their children back at home. Understand what products and services will hold more appeal to parents depending on their response to their child moving back home.

  • RTD meal replacements
  • Energy bars
  • Powdered meal replacements

In addition, as part of Mintel’s custom consumer survey conducted for this report, the term "meal supplement" is used, rather than "meal replacement." This was done to widen the opportunity for respondents to indicate that they use these types of items, not just in place of meals, but also as part of dieting and/or athletic programs.

Products that are marketed as medical food and drink, and sold in retail, are not included in this report. A primary exception is the inclusion of the Glucerna brand: while marketed to consumers with diabetes, the brand’s product mix, labeling, and marketing are far more like those of traditional meal replacements than most medical products.

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Table of contents

  1. Definitions and Methodology

      • Definition
        • Background
          • Boomerangs
            • Figure 1: The Boomerang Generation groups, April 2011
          • Financially driven
            • Temporary measures
              • Emotionally driven
                • Molly-coddled
                  • Boomerang parents
                    • Figure 2: Attitudes of the Boomerang Parents, April 2011
                  • Executive summary
                    • Reasons for moving home
                      • Figure 3: Age at which the Boomerangs move back home, April 2011
                    • Length of stay at home
                      • Figure 4: Impact of moving back home, April 2011
                    • Attitudes towards moving home
                      • Changes to lifestyle
                        • Abbreviations
                        • Demographic Overview

                          • Key points
                            • Population trends
                              • Boomerangs
                                • Figure 5: Trends in the age structure of the UK population amongst those of Boomerang Generation age, 2005-15
                              • Boomerang parents
                                • Figure 6: Trends in the age structure of the UK population amongst those of Boomerang Generation age, 2005-15
                              • Finances
                                • Deposit and Savings accounts held
                                  • Figure 7: Ownership of financial products, by age, April 2011
                                • Debt and credit cards
                                  • Figure 8: Credit card debt, by age, April 2010
                                • The price of property
                                  • Figure 9: Mix-adjusted average house prices, by type of buyer, UK, 2006-11
                                • Stopgap
                                  • University
                                    • Employment figures
                                      • Figure 10: England’s 16-24-year-olds not in education, employment or training, 2005-10
                                  • Boomerang Generation Overview

                                    • Demographics
                                      • Figure 11: Selected demographics of the Boomerang Generation, by typology, April 2011
                                    • Communications technology
                                      • Figure 12: Ways to access the internet, by typology, April 2011
                                    • Preferred websites
                                      • Figure 13: Types of websites visited at least once a week, by typology, April 2011
                                    • Social networking
                                      • Figure 14: Use of social networking sites, by typology, April 2011
                                    • Reasons for moving home
                                      • Figure 15: Reasons for moving back home, by typology, April 2011
                                    • Age moved home
                                      • Figure 16: Age at which the Boomerangs move back home, by typology, April 2011
                                    • Length of stay at home
                                      • Figure 17: Financially Driven Boomerangs – Impact of moving back home, April 2011
                                    • General outlook/attitudes towards being back at home
                                      • Figure 18: Attitudes towards moving back home, by typology, April 2011
                                    • Impact of moving home
                                      • Figure 19: Impact of moving back home – Boomerangs and parents, April 2011
                                  • Boomerang Generation: Financially Driven

                                      • Figure 20: Typology profile – Financially Driven Boomerangs, April 2011
                                    • What this means
                                      • Who are they?
                                        • Figure 21: Summary demographic profile – Financially Driven Boomerangs, April 2011
                                      • Finances
                                        • Household income
                                          • Figure 22: Gross annual household income of Financially Driven Boomerangs, April 2011
                                        • Communications technology
                                          • Internet access
                                            • Figure 23: Ways in which Financially Driven Boomerangs access the internet, April 2011
                                          • Sites visited
                                            • Figure 24: Websites visited, by type and frequency – Financially Driven Boomerangs, April 2011
                                          • Social networking
                                            • Figure 25: Activities on the internet – Financially Driven Boomerangs, April 2011
                                          • Reasons for moving home
                                            • Figure 26: Reasons for moving home – Financially Driven Boomerangs, April 2011
                                          • Age at which Boomerang returned to live at home
                                            • Figure 27: Age at which Boomerangs moved back home – Financially Driven Boomerangs, April 2011
                                          • Length of time living at home
                                            • Figure 28: Intended length of stay of Boomerangs – Financially Driven Boomerangs, April 2011
                                          • Attitudes towards living at home
                                            • Figure 29: Attitudes towards moving back with their parents – Financially Driven Boomerangs, April 2011
                                          • Impact of moving back home
                                            • Figure 30: Changes to lifestyle since moving back with parents – Financially Driven Boomerangs, April 2011
                                        • Boomerang Generation: Temporary Measures

                                            • Figure 31: Typology profile – Temporary Measures Boomerangs, April 2011
                                          • What this means
                                            • Who are they?
                                              • Figure 32: Demographic profile – Temporary Measures Boomerangs, April 2011
                                            • Finances
                                              • Household income
                                                • Figure 33: Gross annual household income of Temporary Measures Boomerangs, April 2011
                                              • Communications technology
                                                • Internet access
                                                  • Figure 34: Ways in which Temporary Measures Boomerangs access the internet, April 2011
                                                • Sites visited
                                                  • Figure 35: Websites visited, by type and frequency – Temporary Measures Boomerangs, April 2011
                                                • Social networking
                                                  • Figure 36: Social networking sites used – Temporary Measures Boomerangs, April 2011
                                                • Reasons for moving home
                                                  • Figure 37: Reasons for moving home – Temporary Measures Boomerangs, April 2011
                                                • Age at which Boomerang returned to live at home
                                                  • Figure 38: Age at which Boomerangs moved back home – Temporary Measures Boomerangs, April 2011
                                                • Length of time living at home
                                                  • Figure 39: Intended length of stay of Boomerangs – Temporary Measures Boomerangs, April 2011
                                                • Attitudes towards living at home
                                                  • Figure 40: Attitudes towards moving back with their parents – Temporary Measures Boomerangs, April 2011
                                                • Impact of moving back home
                                                  • Figure 41: Changes to lifestyle since moving back with parents – Temporary Measures Boomerangs, April 2011
                                              • Boomerang Generation: Emotionally Driven

                                                  • Figure 42: Typology profile – Emotionally Driven Boomerangs, April 2011
                                                • What this means
                                                  • Who are they?
                                                    • Figure 43: Summary demographic profile – Emotionally Driven Boomerangs, April 2011
                                                  • Finances
                                                    • Household income
                                                      • Figure 44: Gross annual household income of Emotionally Driven Boomerangs, April 2011
                                                    • Communications technology
                                                      • Internet access
                                                        • Figure 45: Ways in which Emotionally Driven Boomerangs access the internet, April 2011
                                                      • Sites visited
                                                        • Figure 46: Websites visited, by type and frequency – Emotionally Driven Boomerangs, April 2011
                                                      • Social networking
                                                        • Figure 47: Social networking sites used – Emotionally Driven Boomerangs, April 2011
                                                      • Reasons for moving home
                                                        • Figure 48: Reasons for moving home – Emotionally Driven Boomerangs, April 2011
                                                      • Age at which Boomerang returned to live at home
                                                        • Figure 49: Age at which Boomerangs moved back home – Emotionally Driven Boomerangs, April 2011
                                                      • Length of time living at home
                                                        • Figure 50: Intended length of stay of Boomerangs – Temporary Measures Boomerangs, April 2011
                                                      • Attitudes towards living at home
                                                        • Figure 51: Attitudes towards moving back with their parents – Emotionally Driven Boomerangs, April 2011
                                                      • Impact of moving back home
                                                        • Figure 52: Changes to lifestyle since moving back with parents – Emotionally Driven Boomerangs, April 2011
                                                    • Boomerang Generation: Molly-coddled

                                                        • Figure 53: Typology profile – Molly-coddled Boomerangs, April 2011
                                                      • What this means
                                                        • Who are they?
                                                          • Figure 54: Summary demographic profile – Molly-coddled Boomerangs, April 2011
                                                        • Finances
                                                          • Household income
                                                            • Figure 55: Gross annual household income of Molly-coddled Boomerangs, April 2011
                                                          • Communications technology
                                                            • Internet access
                                                              • Figure 56: Ways in which Molly-coddled Boomerangs access the internet, April 2011
                                                            • Sites visited
                                                              • Figure 57: Websites visited, by type and frequency – Molly-coddled Boomerangs, April 2011
                                                            • Social networking
                                                              • Figure 58: Activities on the internet – Molly-coddled Boomerangs, April 2011
                                                            • Reasons for moving home
                                                              • Figure 59: Reasons for moving home – Molly-coddled Boomerangs, April 2011
                                                            • Age at which Boomerang returned to live at home
                                                              • Figure 60: Age at which Boomerangs moved back home – Molly-coddled Boomerangs, April 2011
                                                            • Length of time living at home
                                                              • Figure 61: Intended length of stay of Boomerangs – Molly-coddled Boomerangs, April 2011
                                                            • Attitudes towards living at home
                                                              • Figure 62: Attitudes towards moving back with their parents – Molly-coddled Boomerangs, April 2011
                                                            • Impact of moving back home
                                                              • Figure 63: Changes to lifestyle since moving back with parents – Molly-coddled Boomerangs, April 2011
                                                          • Parents of Boomerangs

                                                              • Figure 64: Attitudes of the Boomerang Parents, April 2011
                                                            • Attitudes towards children living at home
                                                              • Figure 65: Comparison of attitudes to Boomerangs amongst parents of Boomerangs and the Boomerang generation, April 2011
                                                            • Reasons for children moving home
                                                              • Figure 66: Reasons that the Boomerang parents’ children returned home, by positive or negative parents, April 2011
                                                            • Who are the parents?
                                                              • Figure 67: Summary demographic profile – Parents of Boomerangs, by positive and negative parents, April 2011
                                                            • Finances
                                                              • Figure 68: Gross annual household income of parents of Boomerangs, by positive and negative parents, April 2011
                                                            • Reasons for children moving back home
                                                              • Figure 69: Reasons for children moving back home – parents of Boomerangs, by positive and negative parents, April 2011
                                                            • Age at which Boomerang returned to live at home
                                                              • Figure 70: Age of children moving back home – parents of Boomerangs, by positive and negative parents, April 2011
                                                            • Length of children’s stay at home
                                                              • Figure 71: Length of children’s stay at home – parents of Boomerangs, by positive and negative parents, April 2011
                                                            • Impact of children moving back home
                                                              • Figure 72: Impact of children moving back home – parents of Boomerangs, by positive and negative parents, April 2011
                                                          • Appendix – Boomerang Generation Overview

                                                              • Figure 73: Boomerang typologies, by demographics, April 2011
                                                              • Figure 74: Boomerang typologies by internet access, April 2011
                                                              • Figure 75: Types of websites visited and frequency, by typologies, April 2011
                                                              • Figure 76: Boomerang typologies by social network sites visited and frequency, April 2011
                                                              • Figure 77: Boomerang typologies by changes to habits since moving back with their parents, April 2011
                                                          • Appendix – Boomerang Generation: Financially Driven

                                                              • Figure 78: Reasons for moving back home – Financially Driven Boomerangs, April 2011
                                                              • Figure 79: Attitudes towards moving back with their parents – Financially Driven Boomerangs, April 2011
                                                              • Figure 80: Changes to the lifestyle of Financially Driven Boomerangs since moving back with their parents, April 2011
                                                          • Appendix – Boomerang Generation: Temporary Measures

                                                              • Figure 81: Reasons for moving back home – Temporary Measures Boomerangs, April 2011
                                                              • Figure 82: Attitudes towards moving back with their parents – Temporary Measures Boomerangs, April 2011
                                                              • Figure 83: Changes to the lifestyle of Temporary Measures Boomerangs since moving back with their parents, April 2011
                                                          • Appendix – Boomerang Generation: Emotionally Driven

                                                              • Figure 84: Reasons for moving back home – Emotionally Driven Boomerangs, April 2011
                                                              • Figure 85: Attitudes towards moving back with their parents – Emotionally Driven Boomerangs, April 2011
                                                              • Figure 86: Changes to the lifestyle of Emotionally Driven Boomerangs since moving back with their parents, April 2011
                                                          • Appendix – Boomerang Generation: Molly-coddled

                                                              • Figure 87: Reasons for moving back home – Molly-coddled Boomerangs, April 2011
                                                              • Figure 88: Attitudes towards moving back with their parents – Molly-coddled Boomerangs, April 2011
                                                              • Figure 89: Changes to the lifestyle of Molly-coddled Boomerangs since moving back with their parents, April 2011
                                                          • Appendix –Parents of Boomerangs

                                                              • Figure 90: Parents of Boomerangs, by demographics, April 2011
                                                              • Figure 91: Positive and negative parents, by internet access, April 2011
                                                              • Figure 92: Positive and negative parents by websites visited, April 2011
                                                              • Figure 93: Positive and negative parents by social networking sites visited, February 2011
                                                              • Figure 94: Positive and negative parents by lifestyle habits since children moved back in, April 2011

                                                          Companies Covered

                                                          • Aldi Stores Ltd (UK & Ireland)
                                                          • Asda Group Ltd
                                                          • Bebo Inc
                                                          • British Sky Broadcasting Group plc (BSkyB)
                                                          • Co-operative Group
                                                          • Council of Mortgage Lenders
                                                          • Facebook, Inc.
                                                          • Freeview
                                                          • FriendsReunited
                                                          • Google UK
                                                          • Government Actuary's Department (GAD)
                                                          • IKEA
                                                          • Ipsos MORI
                                                          • J. Sainsbury
                                                          • Kingfisher UK & Ireland
                                                          • LEGO Company
                                                          • Lidl (UK)
                                                          • LinkedIn
                                                          • Marks & Spencer
                                                          • mmO2 plc
                                                          • MySpace.com
                                                          • Orange plc (UK)
                                                          • Research in Motion Uk Ltd.
                                                          • Saatchi & Saatchi (UK)
                                                          • Sanrio Company USA
                                                          • Sony Ericsson Mobile Communications AB
                                                          • T-Mobile (UK) Ltd
                                                          • Tesco Plc
                                                          • The Royal Institution of Chartered Surveyors
                                                          • Twitter, Inc.
                                                          • Virgin Mobile
                                                          • Vodafone Group Plc (UK)
                                                          • Waitrose
                                                          • Wm Morrison Supermarkets

                                                          Marketing to the Boomerang Generation - UK - June 2011

                                                          £2,195.00 (Excl.Tax)