2019
9
American Lifestyles: Implications of Being On Display – US – April 2019
2019-04-30T05:00:52+01:00
OX919534
3695
30764
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“Consumers have the option to switch off and disconnect from social media and online chatter by simply putting down their phones. Brands, however, don’t have this luxury. With an emphasis…

American Lifestyles: Implications of Being On Display – US – April 2019

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Report Summary

“Consumers have the option to switch off and disconnect from social media and online chatter by simply putting down their phones. Brands, however, don’t have this luxury. With an emphasis on transparency, consumers want to know exactly what they’re buying – from the provenance of the ingredients, to the labor practices where it was made. Brands can use social media to their benefit to communicate their values to the world. However, social media will also be the first place consumers will call out brands for a miss-step or if they don’t live up to expectations.”
– Dana Macke, Associate Director – Consumer Lifestyles

This Report looks at the following areas:

  • Total spending growth
  • Fastest growth categories
  • Slowest growth categories

Table of Contents

  1. Overview

    • What you need to know
    • Definition

  2. Executive Summary

    • America today
    • 2019 Consumer Trend Spotlight: On Display
    • The people
    • The economy
    • The markets
    • Total spending growth
      • Figure 1: Total US sales and fanchart forecast with best- and worst-case scenarios, at current prices, 2013-23
    • Fastest growth categories
    • Slowest growth categories
      • Figure 2: Expected growth, by category, 2018-23
    • The consumer
    • Top goals
      • Figure 3: Top 2019 goals, February 2019
    • Top values
      • Figure 4: Top American values, February 2019
    • Self-perceptions
      • Figure 5: Personal perceptions, February 2019
    • What it means

  3. America Today – The Trend to Watch

    • America On Display
      • Figure 6: Open letter from Clif Bar, March 2019
      • Figure 7: Bud Light – Special Delivery, February 2019

  4. America Today – What Will Impact 2019

    • The issue of privacy
    • The new left
    • America’s place in the world
    • The “you do you” health threat
      • Figure 8: Number of measles cases reported, 2010-Q1 2019
    • Environmental enemies

  5. America Today – The People

    • What you need to know
    • Population growth is a sign of the times
      • Figure 9: Total US population and annual growth rate, 1900-2018
      • Figure 10: Global population growth, expected annual rate, 2015-20
    • Growth rate has slowed in recent years, despite strong economy
      • Figure 11: Total US population, 2010-18
    • As birth rate slows, population ages
      • Figure 12: Median age of the population, 1940-2050
      • Figure 13: Median age, by select countries, 2016
    • American generations
      • Figure 14: Time magazine cover of Parkland Florida students, April 2018
      • Figure 15: Population distribution, by generation, 2018 and 2023
    • Slow movement toward racial and ethnic diversity
      • Figure 16: Population, by race and Hispanic origin, 2013-23

  6. America Today – The Economy

    • What you need to know
    • Consumer spending drives economic growth
      • Figure 17: GDP change from previous period and consumption expenditures, Q1 2007-Q4 2018
    • Confidence is strong and stable…
      • Figure 18: Consumer Sentiment Index, January 2007-February 2019
    • …even through market volatility
      • Figure 19: Daily closing price, S&P 500, March 2014-March 2019
      • Figure 20: VIX index of expected volatility, March 2014-March 2019
    • Low unemployment lends security
      • Figure 21: Unemployment and underemployment, January 2007-February 2019
    • Household incomes slowly improving
      • Figure 22: Real median household income in the United States, 2017 CPI-U-RS adjusted dollars, annual, not seasonally adjusted, 1984-2017
      • Figure 23: Top 1% of income earners’ share of income and official us poverty rate, 1968-2017
    • Strong dollar pushes trade deficit higher
      • Figure 24: US dollar index, January 1978-February 2019
    • What we’re watching
      • Figure 25: New seriously delinquent (90 days+) balances, auto loans, 2003-18

  7. How Extra Money Is Spent

    • Saving is a top priority…
      • Figure 26: How extra money is spent, February 2019
      • Figure 27: How extra money is spent, count of items chosen, February 2019
    • …and saving is a luxury
      • Figure 28: How extra money is spent – Saving for the future, by household income, February 2019
    • Debt can prevent younger groups from getting ahead
      • Figure 29: How extra money is spent – Paying off debt, by age, February 2019
    • Diversifying investors, not just investments
      • Figure 30: How extra money is spent – Saving and investments, by race and Hispanic origin, February 2019

  8. The Market – What You Need to Know

    • Market moving categories
      • Figure 31: Total US sales and fanchart forecast with best- and worst-case scenarios, at current prices, 2013-23
    • Largest spending categories: Housing, Health, Transportation, and Finance
      • Figure 32: Consumer spending by category ($billions), 2018
    • Fastest growing categories, next five years
    • Slowest growing categories, next five years
      • Figure 33: Expected growth, by category, 2018-23

  9. Category Review – Healthcare

    • Analyst perspective
    • Key consumer insights
    • Market performance
      • Figure 34: Best- and worst-case forecast value sales of healthcare, at current prices, 2013-23
    • What we’re watching
    • Private label continues impressive growth in OTC and VMS categories
    • Optimizing the “at-home” experience for convenience-seeking consumers
    • Increasing mental health awareness demands cross-category support
    • Mintel predicts

  10. Category Review – Transportation

    • Analyst perspective
    • Key consumer insights
    • Market performance
      • Figure 35: Best- and worst-case forecast value sales of transportation spending, at current prices, 2013-23
    • What we’re watching
    • Demand for Teslas after $7,500 tax credit expired
    • RAV4 takes Toyota’s top spot in sales
    • Digital personal assistants in the dashboard
    • Non-Tesla electric vehicle sales
    • Mintel predicts

  11. Category Review – Technology and Communications

    • Analyst perspective
    • Key consumer insights
    • Market performance
    • Trade disputes risk spiking cost of technology for consumers
      • Figure 36: Best- and worst-case forecast value sales of technology and communications, at current prices, 2013-23
    • What we’re watching
    • 5G rolls out to consumers
    • How popular will the first 5G smartphones be?
    • 5G technology utilized by businesses
    • Tracking technology and software will take marketing and retail to a new level
    • Tech companies in senior citizen healthcare
    • Mintel predicts

  12. Category Review – Dining Out

    • Analyst perspective
    • Key consumer insights
    • Market performance
      • Figure 37: Best- and worst-case forecast value sales of dining out, at current prices, 2013-23
    • What we’re watching
    • Segments are blurring
    • Casual dining and midscale chains continue to slip
    • Dayparts are blurring
    • Mintel predicts

  13. Category Review – In-home Food

    • Analyst perspective
    • Key consumer insights
    • Market performance
    • Fresh, healthy, and convenient
    • Renaissance in the freezer case
    • Snacking trend continues apace
    • Premiumization drives growth in indulgence categories
      • Figure 38: Best- and worst-case forecast value sales of in-home food, at current prices, 2013-23
    • What we’re watching
    • Healthier options drive frozen side dish growth
    • Decadence, quality drive ice cream sales
    • Back to balance: a common sense, nutrient dense diet
    • Mintel predicts

  14. Category Review – Leisure and Entertainment

    • Analyst perspective
    • Key consumer insights
    • Market performance
      • Figure 39: Best- and worst-case forecast value sales of leisure and entertainment, at current prices, 2013-23
    • What we’re watching
    • Twitch brings gamers to the streaming market
    • Amazon drives content creation
    • Disney spreads its wings
    • Mintel predicts

  15. Category Review – Home and Garden

    • Analyst perspective
    • Key consumer insights
    • Market performance
      • Figure 40: Best- and worst-case forecast value sales of home and garden market value, at current prices, 2013-23
    • What we’re watching
    • Customization, innovation elevate appliances
    • Home décor for every lifestage
      • Figure 41: Wayfair registry targets newly engaged lifestage via Instagram, November 2018, January 2019
    • Secondary benefits could bring new life to the lawn and garden category
    • Mintel predicts
      • Figure 42: Lowe’s, Google partnership for AR and VR tools, March 2017

  16. Category Review – Vacations and Tourism

    • Analyst perspective
    • Key consumer insights
    • Market performance
      • Figure 43: Best- and worst-case forecast value sales of travel and tourism, at current prices, 2013-23
    • What we’re watching
    • Experience is key
      • Figure 44: Carnival Cruise Line mobile ad, August 2018
    • Exclusivity has different meanings for different generations
    • Airlines are getting creative with revenues
    • Hotel room tech isn’t always a draw
      • Figure 45: Marriott email sent to loyalty members, May 2018
    • Flexible hotel rewards appeal to more travelers
      • Figure 46: Loyalty email from Marriott, February 2019
    • Mintel predicts

  17. Category Review – Clothing and Accessories

    • Analyst perspective
    • Key consumer insights
    • Market performance
      • Figure 47: Best- and worst-case forecast value sales of clothing and accessories, at current prices, 2013-23
    • What we’re watching
    • Amazon and Target leverage own brands to attract shoppers on and offline
      • Figure 48: Amazon email campaign, October 2018
      • Figure 49: Target email campaign, December 2018
    • Rent and resale appeal to young shoppers and parents
      • Figure 50: ThredUP mobile advertisement, May 2018
      • Figure 51: Ann Taylor email campaign, September 2018
    • Nordstrom makes shopping seamless
      • Figure 52: Nordstrom email campaign, email campaign, December 2018
    • Mintel predicts

  18. Category Review – Beauty and Personal Care

    • Analyst perspective
    • Key consumer insights
    • Market performance
      • Figure 53: Best- and worst-case forecast value sales of beauty and personal care, at current prices, 2013-23
    • What we’re watching
    • Prestige level beauty at mass price points
    • Face masks are a selfie-worthy staple skincare step
    • Clean beauty evolves beyond ingredients
    • Mintel predicts

  19. Category Review – Alcoholic Drinks (Out of Home)

    • Analyst perspective
    • Key consumer insights
    • Market performance
      • Figure 54: Best- and worst-case forecast value sales of alcoholic drinks (out of home), at current prices, 2013-23
    • What we’re watching
    • Alcohol alternatives will expand on-premise
    • FMBs take over
    • Natural wines capture Millennials’ attention
    • Mintel predicts

  20. Category Review – Alcoholic Drinks (In Home)

    • Analyst perspective
    • Key consumer insights
    • Market performance
      • Figure 55: Best- and worst-case forecast value sales of alcoholic drinks (in home), at current prices, 2013-23
    • What we’re watching
    • Ketel One aims at health
    • Heineken may find a hero in zero
    • Lagunitas takes on cannabis by taking on cannabis
    • Diageo utilizes technology to engage/assist the at-home drinker
    • Mintel predicts

  21. Category Review – Non-alcoholic Drinks

    • Analyst perspective
    • Key consumer insights
    • Market performance
      • Figure 56: Best- and worst-case forecast value sales non-alcoholic drinks at current prices, 2013-23
    • What we’re watching
    • Bubbling sales of sparkling water
    • RTDs need to keep innovating
    • Mintel predicts

  22. Category Review – Household Care

    • Analyst perspective
    • Key consumer insights
    • Market performance
      • Figure 57: Best- and worst-case forecast value sales for household care at current prices, 2013-23
    • What we’re watching
    • Mintel predicts

  23. The Consumer – What You Need to Know

    • Top goals are financial and physical health
    • Focus on fundamentals
    • Leading with values
    • Enduring political engagement
    • Putting brands to work
    • The company/consumer collaborations

  24. Top 2019 Goals

    • Physical and financial health on the minds of Americans
      • Figure 58: Top 2019 goals, February 2019
    • Young adults put mind over matter
      • Figure 59: Top 2019 goals – Improving mental and physical health, by age, February 2019
    • Personal relationships remain important over time
      • Figure 60: Top 2019 goals – Improving finances, relationships or career, by age, February 2019

  25. Achieving Personal Goals

    • Putting aside money to get ahead
      • Figure 61: Top 2019 goals – Improving finances, February 2019
    • Tackling the basics to improve physical health
      • Figure 62: Top 2019 goals – Improving physical health, February 2019
    • Squashing stress is the key to mental health
      • Figure 63: Top 2019 goals – Improving mental health, February 2019
    • Make new friends, but keep the old
      • Figure 64: Top 2019 goals – Improving personal relationships, February 2019
    • Seeing is believing
      • Figure 65: Top 2019 goals – Trying new things, February 2019
    • Making an impact is more about doing than donating
      • Figure 66: Top 2019 goals – Making a positive impact, February 2019
    • Climbing the corporate ladder
      • Figure 67: Top 2019 goals – Advancing career/job, February 2019

  26. American Values

    • American integrity
      • Figure 68: Top American values, February 2019
    • Empathy is front and center
      • Figure 69: Top American values – Write-in responses, February 2019
    • Generations see values through a different lens
      • Figure 70: Top American values, by generation, February 2019
    • Growing a thicker skin
      • Figure 71: Dealing with politics, February 2019
    • White men the least sensitive to political topics
      • Figure 72: Dealing with politics, by gender, age, and race, February 2019
    • Muddling through the political conversation
      • Figure 73: Dealing with politics – Being angry but positive, February 2019

  27. Self-perceptions

    • Americans may feel powerless to make changes
      • Figure 74: Personal perceptions, February 2019
    • Rising value of intellectualism
      • Figure 75: Personal perceptions – Select items, by generation, February 2019
    • Balancing strong beliefs and an open mind
      • Figure 76: Personal perceptions – An open mind and a strong moral compass, February 2019
    • Progress vs tradition
      • Figure 77: Personal perceptions – Progressive ideas and traditional values, February 2019

  28. Recommendations and Feedback

    • Give and take between consumers and companies
      • Figure 78: Companies and product reviews, February 2019
    • Phone interactions can still be more effective than text
      • Figure 79: Companies and product reviews, February 2019
    • Young adults lean toward text for personal and professional communication
      • Figure 80: Preference for texting or calling, by age, February 2019

  29. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Fan chart forecast
    • Consumer survey data
    • Consumer qualitative research
    • Direct marketing creative
    • Abbreviations and terms
    • Abbreviations
    • Terms

  30. Appendix – The Market

      • Figure 81: Total US retail sales and forecast of total market, at current prices, 2013-23
      • Figure 82: Total US retail sales and forecast of total market, at inflation-adjusted prices, 2013-23
      • Figure 83: Total US retail sales and forecast of housing, at current prices, 2013-23
      • Figure 84: Total US retail sales and forecast of housing, at inflation-adjusted prices, 2013-23
      • Figure 85: Best- and worst-case forecast value sales of housing, at current prices, 2013-23
      • Figure 86: Total US retail sales and forecast of health and vision, at current prices, 2013-23
      • Figure 87: Total US retail sales and forecast of health and vision, at inflation-adjusted prices, 2013-23
      • Figure 88: Total US retail sales and forecast of transport, at current prices, 2013-23
      • Figure 89: Total US retail sales and forecast of transport, at inflation-adjusted prices, 2013-23
      • Figure 90: Total US retail sales and forecast of personal finance, at current prices, 2013-23
      • Figure 91: Total US retail sales and forecast of personal finance, at inflation-adjusted prices, 2013-23
      • Figure 92: Best- and worst-case forecast value sales of personal finance, at current prices, 2013-23
      • Figure 93: Total US retail sales and forecast of technology and communications, at current prices, 2013-23
      • Figure 94: Total US retail sales and forecast of technology and communications, at inflation-adjusted prices, 2013-23
      • Figure 95: Total US revenues and forecast for dining out, at current prices, 2013-23
      • Figure 96: Total US revenues and forecast for dining out, at inflation-adjusted prices, 2013-23
      • Figure 97: Total US retail sales and forecast of in-home food, at current prices, 2013-23
      • Figure 98: Total US retail sales and forecast of in-home food, at inflation-adjusted prices, 2013-23
      • Figure 99: Total US retail sales and forecast of leisure and entertainment, at current prices, 2013-23
      • Figure 100: Total US retail sales and forecast of leisure and entertainment, at inflation-adjusted prices, 2013-23
      • Figure 101: Total US retail sales and forecast of home and garden, at current prices, 2013-23
      • Figure 102: Total US retail sales and forecast of home and garden, at inflation-adjusted prices, 2013-23
      • Figure 103: Total US retail sales and forecast of tourism, at current prices, 2013-23
      • Figure 104: Total US retail sales and forecast of tourism, at inflation-adjusted prices, 2013-23
      • Figure 105: Total US retail sales and forecast of clothing and accessories, at current prices, 2013-23
      • Figure 106: Total US retail sales and forecast of clothing and accessories, at inflation-adjusted prices, 2013-23
      • Figure 107: Total US retail sales and forecast of beauty and personal care, at current prices, 2013-23
      • Figure 108: Total US retail sales and forecast of beauty and personal care, at inflation-adjusted prices, 2013-23
      • Figure 109: Total US retail sales and forecast of alcoholic drinks (in home), at current prices, 2013-23
      • Figure 110: Total US retail sales and forecast of alcoholic drinks (in home), at inflation-adjusted prices, 2013-23
      • Figure 111: Total US retail sales and forecast of non-alcoholic drinks, at current prices, 2013-23
      • Figure 112: Total US retail sales and forecast of non-alcoholic drinks, at inflation-adjusted prices, 2013-23
      • Figure 113: Total US retail sales and forecast of alcoholic drinks (out of home), at current prices, 2013-23
      • Figure 114: Total US retail sales and forecast of alcoholic drinks (out of home), at inflation-adjusted prices, 2013-23
      • Figure 115: Total US retail sales and forecast of household care, at current prices, 2013-23
      • Figure 116: Total US retail sales and forecast of household care, at inflation-adjusted prices, 2013-23
      • Figure 117: Total US retail sales and forecast of miscellaneous expenditure, at current prices, 2013-23
      • Figure 118: Total US retail sales and forecast of miscellaneous expenditure, at inflation-adjusted prices, 2013-23

  31. Appendix – The Consumer

      • Figure 119: Where extra money is spent, top combinations analysis, February 2019
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