As a way of summarizing Mintel’s year in reports, American Living in 2006 identifies four themes that have significant implications for businesses in a variety of different industries:
Tech early adoptersHealthy eating—Good intentions flirt with reality LGBT spending power gains recognition “Natural” personal care market flourishes in FDM
Through this lens we can analyze seemingly separate markets and reveal their underlying bond.
Each of the four themes of this report can stand on its own, similar to a standard Mintel report. Information has generally been confined to a five-year timeframe in the past (2000-05) and looks forward another five years (to 2010).
Theme: Tech Early Adopters
Throughout the year, Mintel analyzes many tech categories, and one of the aspects of each report is “who is buying?” or “who could be the next buyer?” As such, one of the main themes is usually which groups are among the first to buy new tech goods. For this report, we are bringing together data and analysis from ten tech-related products, and examining them as a group to see who are the primary, secondary, and tertiary buyers. This section shows product penetration, estimated numbers of buyers, and a profile of ownership based on the three most important demographic factors for tech goods— age, income, and race/ethnicity. This aggregation of data leads to observations and implications for the industry over and above what exists in single-product reports.
The items featured in this section were chosen because they represent the full scope of tech products, from old, established markets (desktop computers) to cutting-edge, low-penetration items (Bluetooth-enabled cell phones). A full price range is also explored, from expensive niche items (front-projection TVs) to inexpensive and rapidly growing products (downloading songs from the Internet). The items are:
Bluetooth-enabled cell phones camcorder/video cameras desktop computers downloading of songs from the Internet DVRs flat-screen TVs front-projection TVs laptop computers portable digital music MP3 players satellite radio services
Theme: Healthy Eating—Good Intentions Flirt with Reality
In this section, Mintel distills its many food and beverage reports to reveal the most important trends for the years immediately ahead. In short, the following three sections make it clear that, on the whole, consumers are alert and willing to be led to the higher ground of healthier eating and better fitness—but giant strides will only come when industry and government make it easy for them. This section covers:
what trends in new products say about nutritional awareness DIY dieting—it’s where problems and opportunities originate Healthy vs. Indulgent—a “treat yourself” society can drive both indulgence and healthy eating
Theme: LGBT Spending Power Gains Recognition
Totaling some $585 billion in 2006, the third most affluent minority market in the U.S. is the lesbian, gay, bisexual, and transgender (LGBT) community. The gay community represents a potential windfall for companies who reach out to it. According to Planetout.com, LGBTs are extremely brand-loyal; some 89% are likely to actively seek out a brand advertised in gay media. In addition, LGBTs are extremely responsive; some 78% of this demographic prefer to buy brands that market directly to them.
In this section, Mintel analyzes the demographic make-up of the LGBT community and its relative spending power. In addition, we examine LGBTs’ behavior online. The Internet is especially important as a medium and communications tool to the LGBT community for three reasons:
anonymity: LGBTs can surf the Web without being “outed” community: LGBTs, especially those in rural areas, flock online to find gay communities opportunity: LGBTs have higher incomes and education, and know how to exploit the commercial value of the Web to its fullest potential
Using data from Harris Interactive and GL Census, Mintel analyzes LGBT behavior online and recommends how companies can grab a share of the gay dollar. The gay travel market is examined as a case study of how businesses are creating a buzz through gay-friendliness.
Theme: “Natural” Personal Care Market Flourishes in FDM
In this section, Mintel provides powerful insight into the many ways that FDM channels are positioning natural personal care products for mainstream consumers. In particular, we provide market size data of natural personal products in four segments between 2002 and 2005:
body care oral hygiene shampoo and conditioner soap, bath and shower
Using Mintel Global New Products Database, which tracks product launches worldwide, we also analyze:
the top natural claims among some 30,000 new personal care products launched in the U.S. market between 2002 and 2006 the top natural positioning claims for products launched in four personal care segments between 2002 and 2006: soap and bath; hair; skin; and oral hygiene products specific products on the cutting edge of natural personal care in mainstream FDM channels
In addition, the Hispanic market is also analyzed for its potential to become a serious target of natural products, including population projections and projected personal care product users; Hispanics’ above-average consumer expenditure on personal care products; and Mintel’s unique consumer research showing Hispanics’ higher interest in natural products.
