Drawing data from Mintel’s full 2005 library of market research, this report examines prevalent themes that have emerged across an array of consumer markets in the US. Further detail about the contents of this report will be available prior to publication.

Theme: Obesity

Americans are increasingly sedentary, with too little physical activity to offset caloric consumption. This chapter examines the demographics of the obesity epidemic, and explores the behavior and attitudes contributing to our nation’s unhealthy habits.

Theme: Niche Foods

This chapter looks at foods with limited consumer appeal, and examines the way consumer attitudes drive sales of these specialty products. Mintel has identified three broad categories of niche foods and, using data from a variety of reports written in 2005, illustrates the ways in which consumers approach food consumption and purchase decisions.

Theme: Multi-Tiered Marketing

Growing per capita disposable income has made it possible for consumers to aspire to a higher standard of living, and manufacturers have learned that every consumer has the potential to be a luxury consumer. This chapter of American Living examines the current economic conditions and consumer attitudes towards budget, mass, and luxury goods.

Theme: Young Adults and Technology

While older adults are top dogs in most markets and for most products, goods, and services, it is in the realm of technology that the younger adults can assert a position of superiority. This section of American Living examines young adults and their relationship with the new technology. During 2005, Mintel has studied a number of tech markets including portable DVD players, television, computers, and communications devices. The importance of the young adult population to these markets is measured by their attitudes to electronics and technology and by their spending habits.