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Trendsetters - UK - January 2011

Mintel has predicted eight key consumer behaviour trends for 2011, examining how consumer behaviour is changing in the wake of the recession.

  • In this report Mintel uses exclusive online consumer research to quantify these trends, identifying the groups of consumers who will be taking them forward, as well as the likely impact on brands.
  • The march of technology, and its possible downsides in terms of loss of the human touch, is another of the 2011 Inspire trends (see Affection trend). Among Mintel’s respondents, it was the fun aspect of new technology that prompted the most positive responses. More than six in ten agreed that ‘I find it fun playing around with new gadgets’.
  • High-street retailers are finding it increasingly difficult to compete with the online experience in terms of price and convenience, but Mintel’s research found that, despite widespread recognition of the advantages of internet shopping, seven in ten still prefer to see and touch the goods before they buy.
  • Smartphone apps, particularly those using location-based technology, are revolutionising retailing. Mintel’s research suggests that shoppers using Marks & Spencer and Waitrose (which have both been active in the field during 2010) are particularly enthusiastic about their smartphones, and keen on using apps to make their lives easier and more interesting.
  • Among the social and demographic developments predicted by Mintel is an acceleration of the long-standing trend towards non-traditional gender roles in households, for example men doing more housework, and women taking more control of finances.
  • Getting closer to nature is one way of coping with recessionary gloom. A dominant feature of Mintel’s research into Inspire trend Modern Urban Nomads is the high level of interest in city-based nature pursuits among respondents aged under 35.

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Table of contents

  1. Report Summary

    • On Her Own Terms

      • The trend in theory
        • The trend in practice: What we found
          • A third of men are main shoppers – but they like to buy food more than cleaning products
            • Figure 1: Principal shoppers, by gender, November 2010
            • Figure 2: Chores: ‘always do’ vs ‘never do’ – men, November 2010
          • Younger men do more around the house
            • Figure 3: Principal shoppers – men by age group, November 2010
            • Figure 4: Chores ‘always do’ – men by age group, November 2010
          • Men who share housework set an example to their children
            • Figure 5: Those who ‘always’ do household shopping and chores – men by presence and age of own children, November 2010
          • Women catching up with men on financial decision-making
            • Figure 6: Financial decision-making – men and women in couple relationships, November 2010
            • Figure 7: Financial decision-making – women by age group, November 2010
          • Who are the drivers?
            • Men who are more involved in housework are greener…
              • Figure 8: Environmentally-friendly behaviour – by men who always do shopping, November 2010
            • … but not as green as women
              • Figure 9: Environmentally-friendly behaviour – domesticated men v domesticated women, November 2010
            • Men present app opportunities
              • Figure 10: Attitudes towards smartphone apps – domesticated men, November 2010
            • How to reach men who do housework?
              • Figure 11: TV programmes watched once a week or more often – domesticated men, November 2010
            • Finance-savvy women have a green conscience
              • Figure 12: Environmentally-friendly behaviour – women who deal with finances, November 2010
              • Figure 13: Attitudes towards smartphone apps – women who deal with finances, November 2010
          • Retired for Hire

            • The trend in theory
              • The trend in practice: What we found
                • Figure 14: Ideal retirement age amongst those in employment, November 2010
              • Retirement seems less attractive the nearer it gets
                • Figure 15: Ideal retirement age, by age group, November 2010
                • Figure 16: Pension ownership, by age, March 2010
              • Is money the issue?
                • Figure 17: Agreement/disagreement that ‘I would retire earlier if I thought I could afford it’, by age group, November 2010
                • Figure 18: Agreement/disagreement that ‘I intend to work beyond retirement age to maintain my standard of living’, by age group, November 2010
                • Figure 19: Agreement/disagreement that ‘I would like to work for as long as I am physically able’, by age group, November 2010
              • The rise of the older entrepreneur
                • Figure 20: Ideal retirement age, by working status, November 2010
              • Who are the drivers?
                • Working “’appily” beyond retirement
                    • Figure 21: Attitudes towards smartphones, by attitudes towards retirement, November 2010
                  • Working out to keep on working
                    • Figure 22: Use of public leisure centres and private health and fitness clubs in the last year, by attitudes to retirement, November 2010
                    • Figure 23: Visited a leisure centre, gym or health club in the last 12 months, by age and gender, 2005-10
                  • Cultured older workers
                    • Figure 24: Cultural activities in the last year, by attitudes towards retirement, November 2010
                • Garden State

                  • The trend in theory
                    • The trend in practice: What we found
                      • A nation of nature-lovers
                        • Figure 25: Attitudes towards the outdoors, November 2010
                        • Figure 26: Attitudes towards the outdoors, November 2010
                      • The self-sufficiency bug is spreading
                        • Figure 27: Attitudes towards gardening, November 2010
                        • Figure 28: Attitudes towards gardening, November 2010
                      • Who are the drivers?
                        • Lots of interest – and lots of potential, especially for nature in the city
                          • Figure 29: Recent participation, and future interest in taking part in, nature-centred pursuits, November 2010
                        • The great outdoors
                          • Who are the drivers?
                            • Youthful by nature…
                              • Figure 30: Gardening, nature and outdoor pursuits not done in the last year but would like to/plan to next year, by age group, November 2010
                          • No Degree, No Problem

                            • The trend in theory
                              • The trend in practice: What we found
                                • Half of consumers doubt the importance of university
                                  • Figure 31: Attitudes towards higher education, November 2010
                                  • Figure 32: Attitudes towards learning and university, November 2010
                                • Workplace learning promotes employee loyalty
                                  • Students still hoping for the best
                                    • Figure 33: Attitudes towards learning and university, by employment status, November 2010
                                  • Who are the drivers?
                                    • Targeting lifelong learners
                                      • Figure 34: Lifelong learners, by age, gender and socio-economic group, November 2010
                                    • Sponsoring education
                                    • The Big Issue

                                      • The trend in theory
                                        • The trend in practice – what we found
                                          • Figure 35: Men’s clothing sizes, November 2010
                                          • Figure 36: Women’s clothing sizes, November 2010
                                        • Is weight a matter of age?
                                          • Figure 37: Clothing size of men, by age group, November 2010
                                          • Figure 38: Clothing size of women, by age group, November 2010
                                          • Figure 39: Trends in the UK total population, by age, 1970-2030
                                          • Figure 40: Eating habits, November 2010
                                          • Figure 41: Eating habits, by age group, November 2010
                                        • Overweight eating habits are as good as any
                                          • Figure 42: Eating habits of men, by clothing size, November 2010
                                          • Figure 43: Eating habits of women, by clothing size, November 2010
                                        • How much do people exercise?
                                          • Overweight people lag behind on exercise
                                            • Figure 44: Exercise habits of men, by clothing size, November 2010
                                            • Figure 45: Exercise habits of women, by clothing size, November 2010
                                          • Catering for the oversize clothes shopper
                                            • Figure 46: Brands or retailers where clothes are bought, UK women’s clothing sizes 16+, April 2010
                                            • Figure 47: Brands or retailers where clothes are bought, by UK men’s clothing sizes L-XXL, April 2010
                                          • Who are the drivers?
                                            • Figure 48: Adults who have felt overweight in the last year, and those who agree they are ‘always trying to lose weight’, by age and gender, 2010
                                        • Who Needs Humans?

                                          • The trend in theory
                                            • The trend in practice: What we found
                                              • Technology should be fun
                                                • Figure 49: The pros and cons of gadgets and technology, November 2010
                                                • Figure 50: Those who find it fun playing around with new gadgets, by presence and age of own children, November 2010
                                                • Figure 51: Attitudes towards new technology, by gender and age group, November 2010
                                              • Who are the drivers?
                                                • Pro-technology people love their smartphones…
                                                  • Figure 52: Use of gadgets amongst adults who also grow their own fruit/herbs/vegetables, November 2010
                                                • Who are the drivers?
                                                  • Make vending fun – but make sure it works
                                                    • A need for technology to make life easier for the ‘young old’
                                                    • Where it’s App

                                                      • The trend in theory
                                                        • The trend in practice: What we found
                                                          • The typical smartphone owner is still male, ABC1 and under 35
                                                            • Figure 53: Smartphone ownership, April 2009-Nov 2010
                                                            • Figure 54: Smartphone owners, by gender, age group and socio-economic group, November 2010
                                                          • Some way to go before apps take over the world
                                                            • Figure 55: Attitudes towards smartphone applications, October 2010
                                                            • Figure 56: Any agreement with the statement ‘I have lots of apps on my smartphone and it has really improved my life’, by gender, age group and socio-economic group, November 2010
                                                          • Who are the drivers?
                                                            • Brands need to get to grips with m-commerce
                                                              • Figure 57: Use of smartphone, by gender, age group and socio-economic group, November 2010
                                                            • O2 has the edge
                                                              • Figure 58: Use of smartphone, by network provider, November 2010
                                                            • Few consumers are willing to pay for apps
                                                              • Figure 59: Paid versus paid-for apps, by gender, age group and socio-economic group, November 2010
                                                            • Waitrose and M&S have the most app-conscious customers
                                                              • Figure 60: Smartphone ownership, by supermarket usage, November 2010
                                                              • Figure 61: Attitudes towards smartphones, by supermarket usage, November 2010
                                                            • The next wave of smartphone users may need a simpler product
                                                              • Figure 62: Those who still use their smartphone only as a phone, by gender and age, November 2010
                                                          • Retail Rebirth

                                                            • The trend in theory
                                                              • The trend in practice: What we found
                                                                • Lots of potential still in the high street
                                                                  • Figure 63: Purchasing behaviour, October 2010
                                                                • Who are the drivers?
                                                                  • Women, and younger men, are the most open to retail experience
                                                                    • Figure 64: In-store versus online shopping advantages, by age group, November 2010
                                                                  • Bargain Seekers and Time-pressed Shoppers
                                                                    • Figure 65: Bargain Seekers and Time-pressed Shoppers, by age and gender, November 2010
                                                                  • Attract shoppers with apps
                                                                  • Prepare for the Worst

                                                                    • The trend in theory spike
                                                                      • The trend in practice: What we found
                                                                        • Getting used to the situation
                                                                          • Figure 66: Consumers’ current financial situation, 2009 and 2010
                                                                          • Figure 67: Consumers’ current financial situation, by socio-economic group, November 2010
                                                                        • “So-called recession”?
                                                                            • Figure 68: Recession winners and losers, November 2010
                                                                          • Priorities and strategies
                                                                              • Figure 69: Financial priorities last year and next year, November 2010
                                                                            • Who are the drivers?
                                                                              • Give the winners and losers what they need
                                                                                • Figure 70: Winners and losers, by employment status, November 2010
                                                                              • AB consumers need reassurance and security in a middle-class recession
                                                                                • Figure 71: Recession winners and losers, by socio-economic group, November 2010
                                                                            • Appendix – On Her Own Terms

                                                                                • Figure 72: Household tasks – males, November 2010
                                                                                • Figure 73: Household tasks – females, November 2010
                                                                                • Figure 74: Men who ‘always’ shop, November 2010
                                                                                • Figure 75: Men who ‘always’ do chores, November 2010
                                                                                • Figure 76: Women who ‘always’ make the financial decisions, November 2010
                                                                            • Appendix – Retired for Hire

                                                                                • Figure 77: Attitudes towards retirement, November 2010
                                                                                • Figure 78: Attitudes towards retirement, by demographics, November 2010
                                                                                • Figure 79: Attitudes towards retirement, November 2010
                                                                                • Figure 80: Attitudes towards retirement, by demographics, November 2010
                                                                            • Appendix – Garden State

                                                                                • Figure 81: Attitudes towards gardening and the outdoors, November 2010
                                                                                • Figure 82: Attitudes towards gardening and the outdoors, by demographics, November 2010
                                                                                • Figure 83: Attitudes towards gardening, November 2010
                                                                                • Figure 84: Attitudes towards gardening, by demographics, November 2010
                                                                                • Figure 85: Recent participation, and future interest in taking part in, nature-centred pursuits, November 2010
                                                                                • Figure 86: Recent participation in nature-centred pursuits (1), by demographics, November 2010
                                                                                • Figure 87: Recent participation in nature-centred pursuits (2), by demographics, November 2010
                                                                                • Figure 88: Future interest in taking part in nature-centred pursuits (1), by demographics, November 2010
                                                                                • Figure 89: Future interest in taking part in nature-centred pursuits (2), by demographics, November 2010
                                                                            • Appendix – No Degree, No Problem

                                                                                • Figure 90: Attitudes towards higher education, by demographics, November 2010
                                                                            • Appendix – The Big Issue

                                                                                • Figure 91: Men’s clothing sizes, November 2010
                                                                                • Figure 92: Men’s clothing sizes, by demographics, November 2010
                                                                                • Figure 93: Women’s clothing sizes, November 2010
                                                                                • Figure 94: Women’s clothing sizes, by demographics, November 2010
                                                                            • Appendix – Who Needs Humans?

                                                                                • Figure 95: Attitudes towards new technology, by demographics, November 2010
                                                                            • Appendix – Where it’s App

                                                                                • Figure 96: Smartphone ownership, by gender, age group and socio-economic group, November 2010
                                                                                • Figure 97: Attitudes towards smartphone applications (1), by demographics, November 2010
                                                                                • Figure 98: Attitudes towards smartphone applications (2), by demographics, November 2010
                                                                            • Appendix – Retail Rebirth

                                                                                • Figure 99: In-store versus online shopping advantages, by demographics, November 2010
                                                                                • Figure 100: Bargain Seekers and Time-pressed Shoppers, by demographics, November 2010
                                                                            • Appendix – Prepare for the Worst

                                                                                • Figure 101: Current financial situation, by demographics, November 2010
                                                                                • Figure 102: Recession winners and losers, by demographics, November 2010
                                                                                • Figure 103: Financial priorities over the last year, by demographics, October 2010
                                                                                • Figure 104: Financial priorities over the coming year, by demographics, October 2010

                                                                            Companies Covered

                                                                            • Abercrombie & Fitch Co
                                                                            • Aldi Stores Ltd (UK & Ireland)
                                                                            • Amazon.co.uk
                                                                            • Apple Computer UK Ltd
                                                                            • Asda Group Ltd
                                                                            • British Sky Broadcasting Group plc (BSkyB)
                                                                            • Burton old
                                                                            • Co-operative Group
                                                                            • David Lloyd Leisure
                                                                            • Debenhams Total (GTV)
                                                                            • Dorothy Perkins old
                                                                            • Elvi Ltd
                                                                            • Evans old
                                                                            • Freeview
                                                                            • Harrods Group Total
                                                                            • High and Mighty
                                                                            • House of Fraser Plc
                                                                            • J. Sainsbury
                                                                            • John Lewis Partnership
                                                                            • Kantar Media
                                                                            • LA Fitness PLC
                                                                            • Lidl (UK)
                                                                            • Long Tall Sally Ltd
                                                                            • Market & Opinion Research International (MORI)
                                                                            • Marks & Spencer
                                                                            • Matalan Ltd
                                                                            • mmO2 plc
                                                                            • Netto Foodstores Ltd
                                                                            • Next Group
                                                                            • Nigella Lawson
                                                                            • Nike
                                                                            • Nokia Corporation (UK)
                                                                            • Ocado
                                                                            • Orange plc (UK)
                                                                            • Philips Consumer Electronics UK
                                                                            • Primark Stores Ltd
                                                                            • Research in Motion Uk Ltd.
                                                                            • T-Mobile (UK) Ltd
                                                                            • Tesco Plc
                                                                            • The TJX Companies
                                                                            • Topman old
                                                                            • Topshop old
                                                                            • Universities & Colleges Admissions Service (UCAS)
                                                                            • Virgin Group Ltd.
                                                                            • Virgin Mobile
                                                                            • Vodafone Group Plc (UK)
                                                                            • Waitrose
                                                                            • Weight Watchers Ltd. (UK)
                                                                            • Wm Morrison Supermarkets

                                                                            Trendsetters - UK - January 2011

                                                                            £2,195.00 (Excl.Tax)