When times get just that little bit tougher, it is even more important that consumer expenditure and behaviour is monitored that much more closely. British Lifestyles 2008 does just that; not only identifying those areas which have done well and not so well over the past decade, but also how they will do in the future

In the Winners & Losers section we bring together all the sectors and examine how they have performed over what has been a boom time for the consumer. However this is not to last, although Mintel is forecasting that consumer expenditure will be slower in the next five years compared to the past: the economy as a whole is expected to do, if anything, slightly better.

This year’s issue takes trends analysis a little further. Firstly, we have looked at the relative performance in the periods 1997-2002 and 2002-07 to identify those markets which are gaining, those which are maturing and those which are in comparative decline. Secondly we have linked consumer markets to major economic parameters – through its Economic Sensitivity Gauge in each of the Market Size and Trends sections and collectively in the Winners & Losers sections. This helps readers judge the impact of any downturn.

Finally the consumer research conducted for this report highlights those population segments which are vulnerable to a tightening of household budgets and those who will ride the downturn with immunity. The analysis looks at consumer markets with much pent-up demand and the likelihood of this being released.