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American Lifestyles: Markets in Motion - US - April 2018

“After seeing that the divisive political climate did little to disrupt the economy in 2017, Americans seem ready to roll with the punches this year. The headlines may be highlighting the Russia investigation, potential tariffs, and talks with North Korea, but most Americans will be focused on the low unemployment rates and rising wages that have kept their finances stable.”
– Dana Macke, Associate Director, Lifestyles & Leisure

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • America today
            • America in 2018
              • The people
                • The economy
                  • The consumer
                    • Financial situations are healthy and stable
                      • Figure 1: Current financial situation, 2013-17
                    • Dining takes priority over debt
                      • Figure 2: Where extra money is spent, February 2018
                    • Consumers expect prices to stay the same or increase
                      • Figure 3: Consumer expectations of affordability, February 2018
                    • Americans may be concerned with both child care and elder care
                      • Figure 4: American pride, February 2018
                    • Too small to trust
                      • Figure 5: American attitudes – Trust, February 2018
                    • What it means
                    • America Today – What Will Impact 2018

                      • Trump keeps us on our toes
                        • Americans speaking out
                          • Tech continues to transform markets
                          • America Today – The People

                            • What you need to know
                              • Growth in South and West region drives population forward
                                • Figure 6: US population by region, 2012-17
                              • Millennials continue to be a key target market
                                • Figure 7: US population by generation, 2018
                              • Young Americans have a more racially diverse experience
                                • Figure 8: Distribution of population, by age and race/Hispanic origin, 2018
                              • Birth rate fails to pick up
                                • Figure 9: Number of births (in thousands) and general fertility rate, 2006-16
                              • As birth rate slows, median age climbs
                                • Figure 10: Median age of the population, 1940-2050
                              • Single households most often headed by women
                                • Figure 11: Living arrangements of children under age 18, 2017
                            • America Today – The Economy

                              • What you need to know
                                • Economic expansion continues through 2017
                                  • Figure 12: GDP change from previous period and consumption expenditures, Q1 2009-Q4 2017
                                • Consumer confidence continues upward
                                  • Figure 13: Consumer Sentiment Index, January 2007-January 2018
                                • Unemployment continues to be low, low, low
                                  • Figure 14: Unemployment and underemployment, January 2007-January 2018
                                • Gas prices inch up
                                  • Figure 15: US gasoline and diesel retail prices, January 2007-February 2018
                                • 2018 rings in some unexpected turbulence
                                  • Figure 16: Dow Jones Industrial Average – Closing values by day, Jan 2017-March 2018
                                • Moderate DPI growth continues
                                  • Figure 17: Disposable personal income change from previous period, January 2007-December 2017
                                • Household income on the rise
                                  • Figure 18: Median household income, in inflation-adjusted dollars, 2006-16
                                • Women continue to narrow the wage gap
                                  • Figure 19: Median earnings of full-time, year-round workers, by gender and female-to-male earnings ratio, in inflation-adjusted dollars, 1960-2016
                                • In a healthy economy, the savings rate dips
                                  • Figure 20: Personal Saving Rate, Percent, Monthly, Seasonally Adjusted Annual Rate, January 1980-January 2018
                              • America Today – The Market

                                • What you need to know
                                  • US consumer expenditures grow at improved pace
                                    • Housing
                                      • Healthcare
                                        • Transportation
                                          • Figure 21: Total US market value sales by category ($billions), 2017
                                          • Figure 22: Change in US value sales by category, 2016-17
                                        • Outlook for 2022
                                          • Winners in the next five years
                                            • Facing challenges in the next five years
                                              • Figure 23: Total US best- and worst-case forecast value sales at current prices, 2012-22
                                              • Figure 24: Forecast growth rate of fastest and slowest growing categories, 2017-22
                                          • Category Review – In-home Food

                                            • What you need to know
                                              • What we think
                                                • Only minimal growth for in-home food
                                                  • Figure 25: Best- and worst-case forecast value sales of in-home food, at current prices, 2012-22
                                                • What to watch
                                                  • Refrigerated case offers antidote to center-store stagnation
                                                    • Prepared meals regain momentum
                                                      • Small indulgences continue to gain ground
                                                        • Last year’s predictions and outcomes
                                                          • Engagement in food shopping is high, but so is time pressure
                                                            • Figure 26: Category engagement – In-home food, February 2018
                                                          • Key consumer findings
                                                          • Category Review – Dining Out

                                                            • What you need to know
                                                              • What we think
                                                                • Restaurants have to balance tradition and innovation without a clear roadmap
                                                                  • Figure 27: Best- and worst-case forecast value sales of dining out, at current prices, 2012-22
                                                                • What to watch
                                                                  • Shared resources are driving innovation
                                                                    • Beverage-driven concepts get competitive
                                                                      • Social media blends aspiration and reality
                                                                        • Health gets more functional as the lines between health and indulgence blur
                                                                          • Last year’s predictions and outcomes
                                                                            • Dining out brings a focus to all of the senses
                                                                              • Figure 28: Category engagement – Dining out, February 2018
                                                                            • Key consumer findings
                                                                            • Category Review – Alcoholic Drinks (Out-of-Home)

                                                                              • What you need to know
                                                                                • What we think
                                                                                  • On-premise sales grow but changes in drinking preferences are disrupting the market
                                                                                    • Figure 29: Best- and worst-case forecast value sales of alcoholic drinks (out-of-home), at current prices, 2012-22
                                                                                  • What to watch
                                                                                    • South of the border tastes shape the on-premise market
                                                                                      • Come for the groceries, stay for the beer
                                                                                        • Social media shapes alcohol trends
                                                                                          • Mocktails stand in for the real thing
                                                                                            • Last year’s predictions and outcomes
                                                                                              • Consumers cite low engagement with alcoholic beverages
                                                                                                • Figure 30: Category engagement – Alcoholic drinks, February 2018
                                                                                                • Figure 31: Alcoholic beverage consumption, at home vs away from home, January 2018
                                                                                              • Key consumer findings
                                                                                              • Category Review – Alcoholic Drinks (In-home)

                                                                                                • What you need to know
                                                                                                  • What we think
                                                                                                    • Sales of alcoholic drinks for in-home consumption will see steady gains through 2022
                                                                                                      • Figure 32: Best- and worst-case forecast value sales of alcoholic drinks (in-home), at current prices, 2012-22
                                                                                                    • What to watch
                                                                                                      • Differentiation to avoid dilution
                                                                                                        • Authentic sense of place, near or far
                                                                                                          • Cocktails will keep things exciting, customizable
                                                                                                            • Lighten up
                                                                                                              • Last year’s predictions and outcomes
                                                                                                                • Perceived lack of alcohol knowledge means consumers may be leaving decisions up to the experts
                                                                                                                  • Figure 33: Category engagement – Alcoholic drinks, February 2018
                                                                                                                • Key consumer findings
                                                                                                                • Category Review – Non-alcoholic Drinks

                                                                                                                  • What you need to know
                                                                                                                    • What we think
                                                                                                                      • Total market grows marginally; performance varies significantly among categories
                                                                                                                        • Figure 34: Best- and worst-case forecast value sales of non-alcoholic drinks, at current prices, 2012-22
                                                                                                                      • Non-alcoholic beverage winners
                                                                                                                        • Struggling non-alcoholic beverage categories
                                                                                                                          • What to watch
                                                                                                                            • A gut feeling
                                                                                                                              • Figure 35: Share of new non-alcoholic* beverage product launches with “probiotic” or “prebiotic” claims, 2013-17
                                                                                                                            • Unwind and relax
                                                                                                                              • Think about it
                                                                                                                                • Last year’s predictions and outcomes
                                                                                                                                  • Opportunity to build excitement within the non-alcoholic beverage category
                                                                                                                                    • Figure 36: Category engagement – Non-alcoholic drinks, February 2018
                                                                                                                                  • Key consumer findings
                                                                                                                                  • Category Review – Beauty and Personal Care

                                                                                                                                    • What you need to know
                                                                                                                                      • What we think
                                                                                                                                        • BPC category continues to post steady growth
                                                                                                                                          • Figure 37: Best- and worst-case forecast value sales of beauty and personal care, at current prices, 2012-22
                                                                                                                                        • What to watch
                                                                                                                                          • Consumers want more than a natural look
                                                                                                                                            • Convenience continues to be leading purchase factor
                                                                                                                                              • Customization is an expectation
                                                                                                                                                • Last year’s predictions and outcomes
                                                                                                                                                  • Consumer engagement in BPC is dependent on age and gender
                                                                                                                                                    • Figure 38: Category engagement – Beauty and personal care, February 2018
                                                                                                                                                  • Key consumer findings
                                                                                                                                                  • Category Review – OTC and Pharmaceuticals

                                                                                                                                                    • What you need to know
                                                                                                                                                      • What we think
                                                                                                                                                        • OTC and pharmaceutical market continues with stable growth
                                                                                                                                                          • Figure 39: Best- and worst-case forecast value of OTC and pharmaceuticals, at current prices, 2012-22
                                                                                                                                                        • What to watch
                                                                                                                                                          • Unique health needs necessitate customization
                                                                                                                                                            • Value brands thriving across most OTC markets
                                                                                                                                                              • Taking a cue from food and personal care: free-from claims
                                                                                                                                                                • The evolving wellness experience
                                                                                                                                                                  • Last year’s predictions and outcomes
                                                                                                                                                                    • VMS adherence is consistent; OTCs taken as-needed
                                                                                                                                                                      • Figure 40: Frequency of VMS, prescription and OTC mediation use, October 2017
                                                                                                                                                                    • Key consumer findings
                                                                                                                                                                    • Category Review – Household Care

                                                                                                                                                                      • What you need to know
                                                                                                                                                                        • What we think
                                                                                                                                                                          • Household care market continues to post slow yet steady growth
                                                                                                                                                                            • Figure 41: Best- and worst-case forecast value sales of household care, at current prices, 2012-22
                                                                                                                                                                          • What to watch
                                                                                                                                                                            • Despite clogged plumbing concerns, flushable wipes experience gains
                                                                                                                                                                              • Improved formulas in laundry pods and long-lasting scent innovations gain traction
                                                                                                                                                                                • All-purpose cleaners cannibalize specialized cleaners; natural brands outperform category leaders
                                                                                                                                                                                  • Last year’s predictions and outcomes
                                                                                                                                                                                    • Overall engagement is low, but age reveals differences
                                                                                                                                                                                      • Figure 42: Category engagement – Household care, February 2018
                                                                                                                                                                                    • Key consumer findings
                                                                                                                                                                                    • Category Review – Clothing and Accessories

                                                                                                                                                                                      • What you need to know
                                                                                                                                                                                        • What we think
                                                                                                                                                                                          • Growth anticipated, but at a slower pace
                                                                                                                                                                                            • Figure 43: Best- and worst-case forecast value sales of clothing and accessories, at current prices, 2012-22
                                                                                                                                                                                          • What to watch
                                                                                                                                                                                            • Blending of physical and digital
                                                                                                                                                                                              • Retail automation
                                                                                                                                                                                                • Technology overhaul
                                                                                                                                                                                                  • Personal and personable
                                                                                                                                                                                                    • The Amazon effect
                                                                                                                                                                                                      • Last year’s predictions and outcomes
                                                                                                                                                                                                        • Majority of consumers remained highly engaged in the category
                                                                                                                                                                                                          • Figure 44: Category engagement – Clothing and accessories, February 2018
                                                                                                                                                                                                        • Key consumer findings
                                                                                                                                                                                                        • Category Review – Technology and Communications

                                                                                                                                                                                                          • What you need to know
                                                                                                                                                                                                            • What we think
                                                                                                                                                                                                              • Sales growth roughly on pace with inflation
                                                                                                                                                                                                                • Best case legitimate possibility
                                                                                                                                                                                                                    • Figure 45: Best- and worst-case forecast value sales of technology and communications, at current prices, 2012-22
                                                                                                                                                                                                                  • What to watch
                                                                                                                                                                                                                    • Smart home
                                                                                                                                                                                                                      • Figure 46: Sales of high-growth new technology products, at wholesale current prices, 2016-18
                                                                                                                                                                                                                    • What to worry about: mobile services and pay TV
                                                                                                                                                                                                                      • Last year’s predictions and outcomes
                                                                                                                                                                                                                        • Consumer engagement similar to other categories
                                                                                                                                                                                                                          • Figure 47: Category engagement – Technology and communications, February 2018
                                                                                                                                                                                                                        • Key consumer findings
                                                                                                                                                                                                                        • Category Review – Vacations and Tourism

                                                                                                                                                                                                                          • What you need to know
                                                                                                                                                                                                                            • What we think
                                                                                                                                                                                                                              • Continued growth expected for travel market
                                                                                                                                                                                                                                • Figure 48: Best- and worst-case forecast value sales of vacations and tourism, at current prices, 2012-22
                                                                                                                                                                                                                              • What to watch
                                                                                                                                                                                                                                • Hotels will continue to compete with home shares/home rentals
                                                                                                                                                                                                                                  • Theme parks can attract family vacationers
                                                                                                                                                                                                                                    • Tech can edge out competition
                                                                                                                                                                                                                                      • Loyalty programs expand ways to earn and use points
                                                                                                                                                                                                                                        • Popularity of destinations will hinge on cost and weather
                                                                                                                                                                                                                                          • Last year’s predictions and outcomes
                                                                                                                                                                                                                                            • Americans eager to research and read about travel
                                                                                                                                                                                                                                              • Figure 49: Category engagement – Vacations and tourism, February 2018
                                                                                                                                                                                                                                            • Key consumer findings
                                                                                                                                                                                                                                            • Category Review – Leisure and Entertainment

                                                                                                                                                                                                                                              • What you need to know
                                                                                                                                                                                                                                                • What we think
                                                                                                                                                                                                                                                  • A strong economy encourages discretionary spend
                                                                                                                                                                                                                                                    • Figure 50: Best- and worst-case forecast value sales of leisure and entertainment, at current prices, 2012-22
                                                                                                                                                                                                                                                  • What to watch
                                                                                                                                                                                                                                                    • Integration of tech and live experiences
                                                                                                                                                                                                                                                      • Emphasizing the experience
                                                                                                                                                                                                                                                        • Millennial and family preferences drive interest
                                                                                                                                                                                                                                                          • Last year’s predictions and outcomes
                                                                                                                                                                                                                                                            • Consumers want to know what they can do in their free time
                                                                                                                                                                                                                                                              • Figure 51: Category engagement – Leisure and entertainment, February 2018
                                                                                                                                                                                                                                                            • Key consumer findings in leisure and entertainment
                                                                                                                                                                                                                                                            • Category Review – Home and Garden

                                                                                                                                                                                                                                                              • What you need to know
                                                                                                                                                                                                                                                                • What we think
                                                                                                                                                                                                                                                                  • Home and garden market poised for future gains
                                                                                                                                                                                                                                                                    • Figure 52: Best- and worst-case forecast value sales of home and garden, at current prices, 2012-22
                                                                                                                                                                                                                                                                  • What to watch
                                                                                                                                                                                                                                                                    • Capacity and flexibility boost appliance appeal
                                                                                                                                                                                                                                                                      • Beverage appliances struggle to regain ground; security concerns challenge smart appliances
                                                                                                                                                                                                                                                                        • Products gain intelligence using “eyes” and “ears”
                                                                                                                                                                                                                                                                          • Last year’s predictions and outcomes
                                                                                                                                                                                                                                                                            • Shopping for home and outdoors has barriers; driving down engagement
                                                                                                                                                                                                                                                                              • Figure 53: Category engagement – Home and garden, February 2018
                                                                                                                                                                                                                                                                            • Key consumer findings
                                                                                                                                                                                                                                                                            • Category Review – Transportation

                                                                                                                                                                                                                                                                              • What you need to know
                                                                                                                                                                                                                                                                                • What we think
                                                                                                                                                                                                                                                                                  • Overall transportation expenses should ramp up
                                                                                                                                                                                                                                                                                    • Figure 54: Best- and worst-case forecast value sales of transportation, at current prices, 2012-22
                                                                                                                                                                                                                                                                                  • What to watch
                                                                                                                                                                                                                                                                                    • Tesla Model 3 production levels
                                                                                                                                                                                                                                                                                      • Self-driving vehicles breaking new barriers in progress toward commercialization
                                                                                                                                                                                                                                                                                        • Uber prepares for a 2019 IPO
                                                                                                                                                                                                                                                                                          • Last year’s predictions and outcomes
                                                                                                                                                                                                                                                                                            • Automotive segment doesn’t draw significant consumer engagement
                                                                                                                                                                                                                                                                                              • Figure 55: Category engagement – Automotive, February 2018
                                                                                                                                                                                                                                                                                            • Key consumer findings
                                                                                                                                                                                                                                                                                            • Category Review – Personal Finance

                                                                                                                                                                                                                                                                                              • What you need to know
                                                                                                                                                                                                                                                                                                • What we think
                                                                                                                                                                                                                                                                                                  • Industry market growth predicted to outpace economy at large
                                                                                                                                                                                                                                                                                                    • Figure 56: Best- and worst-case forecast value of personal finance, at current prices, 2012-22
                                                                                                                                                                                                                                                                                                  • What to watch
                                                                                                                                                                                                                                                                                                    • Rapid growth in mobile payments
                                                                                                                                                                                                                                                                                                      • Drastic fluctuations remain the norm in cryptocurrency markets
                                                                                                                                                                                                                                                                                                        • Low-cost technological alternatives continue to threaten traditional investment services
                                                                                                                                                                                                                                                                                                          • Last year’s predictions and outcomes
                                                                                                                                                                                                                                                                                                            • Consumer engagement
                                                                                                                                                                                                                                                                                                              • Figure 57: Most important features of financial institution, March 2017
                                                                                                                                                                                                                                                                                                            • Key consumer findings
                                                                                                                                                                                                                                                                                                            • Category Review – Housing

                                                                                                                                                                                                                                                                                                              • What you need to know
                                                                                                                                                                                                                                                                                                                • What we think
                                                                                                                                                                                                                                                                                                                  • Housing market predicted to continue its upward trajectory
                                                                                                                                                                                                                                                                                                                    • Figure 58: Best- and worst-case forecast value of housing, at current prices, 2012-22
                                                                                                                                                                                                                                                                                                                  • What to watch
                                                                                                                                                                                                                                                                                                                    • Mortgage rates continue to rise, potentially affecting willingness to purchase a home
                                                                                                                                                                                                                                                                                                                      • Home ownership is ultimately a financial priority for most consumers
                                                                                                                                                                                                                                                                                                                        • New and alternative credit checks could become more popular
                                                                                                                                                                                                                                                                                                                          • Last year’s predictions and outcomes
                                                                                                                                                                                                                                                                                                                            • Home ownership rate climbs, but not to past levels
                                                                                                                                                                                                                                                                                                                              • Figure 59: Home ownership rate for the United States (not seasonally adjusted), January 2007-October 2017
                                                                                                                                                                                                                                                                                                                            • Key consumer findings
                                                                                                                                                                                                                                                                                                                            • Category Review – Health and Vision

                                                                                                                                                                                                                                                                                                                              • What you need to know
                                                                                                                                                                                                                                                                                                                                • What we think
                                                                                                                                                                                                                                                                                                                                  • Low levels of uninsured, climbing chronic illnesses influence spending
                                                                                                                                                                                                                                                                                                                                    • Figure 60: Best- and worst-case forecast value sales of health and vision, at current prices, 2012-22
                                                                                                                                                                                                                                                                                                                                  • What to watch
                                                                                                                                                                                                                                                                                                                                    • Online vision services balance in-person needs
                                                                                                                                                                                                                                                                                                                                      • Self-care helps adults maintain stability, avoid costs
                                                                                                                                                                                                                                                                                                                                        • Opioid crisis spurs public health emergency and a focus on pain management
                                                                                                                                                                                                                                                                                                                                          • Last year’s predictions and outcomes
                                                                                                                                                                                                                                                                                                                                            • Seniors depend on doctors for care
                                                                                                                                                                                                                                                                                                                                              • Figure 61: Get regular medical checkups, by age, October 2016
                                                                                                                                                                                                                                                                                                                                            • Key consumer findings
                                                                                                                                                                                                                                                                                                                                            • Category Review – Miscellaneous

                                                                                                                                                                                                                                                                                                                                              • What you need to know
                                                                                                                                                                                                                                                                                                                                                • What we think
                                                                                                                                                                                                                                                                                                                                                  • Miscellaneous spending growth in nearly all segments
                                                                                                                                                                                                                                                                                                                                                    • Education services
                                                                                                                                                                                                                                                                                                                                                      • Legal services
                                                                                                                                                                                                                                                                                                                                                        • Pet products and services
                                                                                                                                                                                                                                                                                                                                                          • Figure 62: Best- and worst-case forecast value of miscellaneous spending, at current prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                        • What to watch
                                                                                                                                                                                                                                                                                                                                                          • Tobacco use experienced a slight uptick, but may fall due to increased regulation
                                                                                                                                                                                                                                                                                                                                                            • Americans place greater value on their pet’s health
                                                                                                                                                                                                                                                                                                                                                              • Figure 63: ASPCA pet insurance customer acquisition email, March 2017
                                                                                                                                                                                                                                                                                                                                                              • Figure 64: Nationwide pet insurance customer acquisition direct mail, July 2017
                                                                                                                                                                                                                                                                                                                                                            • College enrollment may be on the rebound, education spending likely beneficiary
                                                                                                                                                                                                                                                                                                                                                              • Traditional crafting holds steady
                                                                                                                                                                                                                                                                                                                                                                • Last year’s predictions and outcomes
                                                                                                                                                                                                                                                                                                                                                                  • Key consumer findings
                                                                                                                                                                                                                                                                                                                                                                  • The Consumer – What You Need to Know

                                                                                                                                                                                                                                                                                                                                                                    • Outlook for this year is positive
                                                                                                                                                                                                                                                                                                                                                                      • Restaurants can benefit as discretionary income increases
                                                                                                                                                                                                                                                                                                                                                                        • Not much expectation for affordable goods next year
                                                                                                                                                                                                                                                                                                                                                                          • Adults see the country as powerful, but flawed
                                                                                                                                                                                                                                                                                                                                                                            • Americans may think others have negative perceptions of the country
                                                                                                                                                                                                                                                                                                                                                                              • Made in America is still a powerful concept
                                                                                                                                                                                                                                                                                                                                                                                • Americans willing to talk it out
                                                                                                                                                                                                                                                                                                                                                                                • Financial Outlook

                                                                                                                                                                                                                                                                                                                                                                                  • Americans feel financially secure
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 65: Current financial situation, 2013-18
                                                                                                                                                                                                                                                                                                                                                                                  • Significant differences in financial positivity by age and gender
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 66: Current financial situation, by age, by gender, November 2017
                                                                                                                                                                                                                                                                                                                                                                                  • An expectation for stability or improvement
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 67: Future financial outlook, November 2017
                                                                                                                                                                                                                                                                                                                                                                                  • Young adults have a rosier outlook on the future
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 68: Future financial outlook, by age, November 2017
                                                                                                                                                                                                                                                                                                                                                                                  • Black adults show financial optimism despite challenges
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 69: Current financial state and future financial outlook, by race, November 2017
                                                                                                                                                                                                                                                                                                                                                                                • How Extra Money Is Spent

                                                                                                                                                                                                                                                                                                                                                                                  • Dining out remains a top treat for consumers
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 70: Where extra money is spent, February 2018
                                                                                                                                                                                                                                                                                                                                                                                  • Travel spending driven by upper status Americans
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 71: Where extra money is spent – Select items, by socioeconomic status, February 2018
                                                                                                                                                                                                                                                                                                                                                                                  • Saving versus spending
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 72: Where extra money is spent – Saving and spending, by gender, February 2018
                                                                                                                                                                                                                                                                                                                                                                                  • Older adults show willingness to spend on travel
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 73: Where extra money is spent – Saving and spending, by gender, February 2018
                                                                                                                                                                                                                                                                                                                                                                                • Consumer Expectations for 2018

                                                                                                                                                                                                                                                                                                                                                                                  • Modest expectations for more affordable goods
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 74: Consumer expectations of affordability, February 2018
                                                                                                                                                                                                                                                                                                                                                                                  • Affluent Americans have lowest expectations of affordability
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 75: Consumer expectations of affordability – Select items, by status level, February 2018
                                                                                                                                                                                                                                                                                                                                                                                    • Older adults are the least optimistic about the cost of goods
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 76: Consumer expectations of affordability – Select items, by status level, February 2018
                                                                                                                                                                                                                                                                                                                                                                                    • Black adults look forward to affordability
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 77: Consumer expectations of affordability – Select items, by race, February 2018
                                                                                                                                                                                                                                                                                                                                                                                  • American Pride

                                                                                                                                                                                                                                                                                                                                                                                    • Americans are proud, but see the country facing challenges
                                                                                                                                                                                                                                                                                                                                                                                      • Adults may need support with child care and elder care
                                                                                                                                                                                                                                                                                                                                                                                        • Americans show awareness of possible shortcomings
                                                                                                                                                                                                                                                                                                                                                                                          • Figure 78: American pride, February 2018
                                                                                                                                                                                                                                                                                                                                                                                        • Relationship between affluence and positivity
                                                                                                                                                                                                                                                                                                                                                                                          • Figure 79: American pride – Select items, by status level, February 2018
                                                                                                                                                                                                                                                                                                                                                                                        • Older Americans show more favorability
                                                                                                                                                                                                                                                                                                                                                                                          • Figure 80: American pride – Parenting and aging, by age, February 2018
                                                                                                                                                                                                                                                                                                                                                                                        • Gap in sentiment between men and women
                                                                                                                                                                                                                                                                                                                                                                                          • Figure 81: American pride – Global perceptions, by gender, February 2018
                                                                                                                                                                                                                                                                                                                                                                                      • Perceptions of Americans

                                                                                                                                                                                                                                                                                                                                                                                        • Americans show concern about global reputation
                                                                                                                                                                                                                                                                                                                                                                                          • Figure 82: Perceptions of Americans, February 2018
                                                                                                                                                                                                                                                                                                                                                                                        • Men see the good side of Americans
                                                                                                                                                                                                                                                                                                                                                                                          • Figure 83: Perceptions of Americans – Select items, by gender, February 2018
                                                                                                                                                                                                                                                                                                                                                                                        • Others’ perceptions illuminate feared shortcomings
                                                                                                                                                                                                                                                                                                                                                                                          • Figure 84: Perceptions of Americans – Select items, by race, February 2018
                                                                                                                                                                                                                                                                                                                                                                                      • American Attitudes

                                                                                                                                                                                                                                                                                                                                                                                        • “American made” carries weight with consumers
                                                                                                                                                                                                                                                                                                                                                                                          • Figure 85: American attitudes – Supporting American business, February 2018
                                                                                                                                                                                                                                                                                                                                                                                        • Confronting issues head on
                                                                                                                                                                                                                                                                                                                                                                                          • Figure 86: Heineken | Worlds Apart | #OpenYourWorld, April 2017
                                                                                                                                                                                                                                                                                                                                                                                          • Figure 87: American attitudes – Controversial issues, February 2018
                                                                                                                                                                                                                                                                                                                                                                                        • Belief in American strength
                                                                                                                                                                                                                                                                                                                                                                                          • Figure 88: American attitudes – Resilience, February 2018
                                                                                                                                                                                                                                                                                                                                                                                        • Older, White, and male adults show the most faith
                                                                                                                                                                                                                                                                                                                                                                                          • Figure 89: Official Ram Trucks Super Bowl Commercial | Dr. Martin Luther King, Jr. | Built to Serve, February 2018
                                                                                                                                                                                                                                                                                                                                                                                          • Figure 90: American attitudes – Resilience, demographic profile, February 2018
                                                                                                                                                                                                                                                                                                                                                                                        • Skepticism plagues data security efforts
                                                                                                                                                                                                                                                                                                                                                                                          • In their own words
                                                                                                                                                                                                                                                                                                                                                                                              • Figure 91: American attitudes – Trust, February 2018
                                                                                                                                                                                                                                                                                                                                                                                          • Appendix – Data Sources and Abbreviations

                                                                                                                                                                                                                                                                                                                                                                                            • Data sources
                                                                                                                                                                                                                                                                                                                                                                                              • Fan chart forecasts
                                                                                                                                                                                                                                                                                                                                                                                                • Consumer survey data
                                                                                                                                                                                                                                                                                                                                                                                                  • Consumer qualitative research
                                                                                                                                                                                                                                                                                                                                                                                                    • Correspondence analysis methodology
                                                                                                                                                                                                                                                                                                                                                                                                      • Direct marketing creative
                                                                                                                                                                                                                                                                                                                                                                                                        • Abbreviations and terms
                                                                                                                                                                                                                                                                                                                                                                                                          • Abbreviations
                                                                                                                                                                                                                                                                                                                                                                                                            • Terms
                                                                                                                                                                                                                                                                                                                                                                                                            • Appendix – The Market

                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 92: Total US retail sales and forecast of total market, at current prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 93: Total US retail sales and forecast of total market, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 94: Total US retail sales and forecast of in-home food, at current prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 95: Total US retail sales and forecast of in-home food, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 96: Total US revenues and forecast for foodservice, at current prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 97: Total US revenues and forecast for foodservice, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 98: Total US retail sales and forecast of non-alcoholic drinks, at current prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 99: Total US retail sales and forecast of non-alcoholic drinks, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 100: Total US retail sales and forecast of alcoholic drinks (out-of-home), at current prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 101: Total US retail sales and forecast of alcoholic drinks (out-of-home), at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 102: Total US retail sales and forecast of alcoholic drinks (in-home), at current prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 103: Total US retail sales and forecast of alcoholic drinks (in-home), at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 104: Total US retail sales and forecast of beauty and personal care, at current prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 105: Total US retail sales and forecast of beauty and personal care, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 106: Total US retail sales and forecast of OTC and pharmaceuticals, at current prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 107: Total US retail sales and forecast of OTC and pharmaceuticals, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 108: Total US retail sales and forecast of clothing and accessories, at current prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 109: Total US retail sales and forecast of clothing and accessories, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 110: Total US retail sales and forecast of household care, at current prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 111: Total US retail sales and forecast of household care, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 112: Total US retail sales and forecast of technology and communications, at current prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 113: Total US retail sales and forecast of technology and communications, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 114: Total US retail sales and forecast of leisure and entertainment, at current prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 115: Total US retail sales and forecast of leisure and entertainment, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 116: Total US retail sales and forecast of home and garden, at current prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 117: Total US retail sales and forecast of home and garden, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 118: Total US retail sales and forecast of transportation, at current prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 119: Total US retail sales and forecast of transportation, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 120: Total US retail sales and forecast of travel and tourism, at current prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 121: Total US retail sales and forecast of travel and tourism, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 122: Total US retail sales and forecast of personal finance, at current prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 123: Total US retail sales and forecast of personal finance, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 124: Total US retail sales and forecast of housing, at current prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 125: Total US retail sales and forecast of housing, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 126: Total US retail sales and forecast of health and vision, at current prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 127: Total US retail sales and forecast of health and vision, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 128: Total US retail sales and forecast of miscellaneous expenditure, at current prices, 2012-22
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 129: Total US retail sales and forecast of miscellaneous expenditure, at inflation-adjusted prices, 2012-22

                                                                                                                                                                                                                                                                                                                                                                                                            American Lifestyles: Markets in Motion - US - April 2018

                                                                                                                                                                                                                                                                                                                                                                                                            US $4,395.00 (Excl.Tax)