Table of Contents
Introduction
Lifestyle Sector In Brief
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- A recession for the Internet generation
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- Figure 1: Consumer responses to hard economic times, July 2008
- Bargain Hunters (77%)
- Back to Basics (25%)
- Stay-at-Homes (61%)
- Comfort Seekers (34%)
Fast Forward Trends
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- Trend 1: Trading Up, Trading Down, Trading Over
- What’s it about?
- Observations
- What next?
- Trend 1: Boom Comes To An End?
- What’s it about?
- Observations
- What next?
The Broader Environment
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- Economically speaking, it’s downhill all the way
- Reality bites for consumers
Coping with the Credit Crunch – the Consumer Angle
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- Marketing messages
- Still in denial? Consumer views on national and personal economics
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- Figure 2: How people view their personal financial situation compared to that of the general economy, July 2008
- ‘I’m all right Jack’ – say middle-aged, middle England males
- Trouble ahead? Two thirds think not
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- Figure 3: Assessment of personal financial situation, July 2008
- The qualitative viewpoint – not so rosy…
- The nitty gritty: how is it affecting them?
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- Figure 4: Spending plans curtailed over the past 12 months, British lifestyles report, February 2008
- Money-saving strategies
- ‘No frivolous spending’
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- Figure 5: Awareness of own expenditure – by own financial position, July 2008
- Getting by: consumer responses to the economic climate
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- Figure 6: Ways in which consumers are trying to save money, July 2008
- A Nation of Bargain Hunters
- The Stay-at-Home solution appeals to six in ten
- One in four choose to go Back to Basics
- Keeping up appearances: more than a third are Comfort Seekers
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- Figure 7: Consumer responses to hard economic times – July 2008
- The eBay Generation
- Purchaser Power Rules OK?
Implications for Finance
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- Key points
- Marketing messages
- Feeling the pinch
- Financial causes
- The cost of living
- Constraints on income
- Reducing debt, increasing savings
Implications for the Housing Market
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- Key points
- Marketing messages
- Targeting Bargain Hunters
- Targeting Back to Basics
- Targeting Comfort Seekers
- Targeting Stay at Homes
- Feeling the pinch
- An anxious time for home-owners
- The energy factor
Implications for Travel and Transport
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- Key points
- Marketing messages
- Feeling the pinch
Implications for Grocery Shopping
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- Key points
- Marketing messages
- Targeting Bargain Hunters
- Targeting Back to Basics
- Targeting Comfort Seekers
- Targeting Stay-at-Homes
- Feeling the pinch
- Families and older consumers feel the strain
- Very few are blasé
- Hanging on to food favourites
- Where are food compromises made? It depends on what’s important to you...
- Signs of an ethical backlash?
- Grocery shopping strategies
- Well-heeled bargain hunters
- Home-cooked food helps family budgets
Implications for Fashion Retail
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- Key points
- Marketing messages
- Targeting Bargain Hunters
- Targeting Back to Basics
- Targeting Comfort Seekers
- Feeling the pinch
- Clothes shopping strategies
Implications for Leisure Time
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- Key points
- Marketing messages
- Targeting Bargain Hunters
- Targeting Back to Basics
- Targeting Comfort Seekers
- Targeting Stay-at-Homes
- Feeling the pinch
- Leisure spending strategies
- Leisure promotions are key
Implications for Holidays
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- Key points
- Marketing messages
- Targeting Bargain Hunters
- Targeting Back to Basics
- Targeting Comfort Seekers
- Targeting Stay at Homes
- Feeling the pinch
- Holiday spending strategies
Marketing for the Future
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- Looking bleak – at least for the next two years
- What would they do with a windfall?
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- Figure 8: Categories held in pent-up demand, February 2008
- When will they start spending again?
- Messages for business: more transparency, and more useful promotions
Forecasting Tomorrow’s Consumer
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- Short-term pain
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- Figure 9: Forecast of GDP at real value, 2003-13
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- Figure 10: Forecast of GDP yearly change, 2004-13
- 2008-10: The rise of the savvy consumer
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- Figure 11: Forecast of how each attitudinal group will grow in comparison to the population as a whole, 2008-13
- 2010-13: Old habits die hard
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- Figure 12: Forecast of penetration trends among the four attitudinal groups amongst British adults, 2008-13
Coping with the Credit Crunch – the Consumer Angle
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- Figure 13: Personal economic situation compared to that of the general economy, July 2008
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- Figure 14: Current and future assessment of personal economy compared to that of the general economy, July 2008
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- Figure 15: How people view their personal financial situation compared to the general economy, by demographic sub-group, July 2008
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- Figure 16: Assessment of personal financial situation, by demographic sub-group, July 2008
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- Figure 17: Main reasons for delaying or curtailing plans, february 2008
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- Figure 18: Those who are watching the pennies, by demographic sub-group, July 2008
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- Figure 19: Spending plans curtailed over the past 12 months, February 2008
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- Figure 20: Spending plans curtailed over the past 12 months – main categories, February 2008
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- Figure 21: Those who have curtailed any plans in the past 12 months, by demographic sub-group, February 2008
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- Figure 22: Consumer responses to hard economic times, by demographic sub-group, July 2008
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- Figure 23: eBay sellers, by demographic sub-group, July 2008
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Finance
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- Figure 24: Those who have put off saving/pension planning during the past 12 months, by demographic sub-group, February 2008
- Figure 25: Those who curtailed plans in last 12 months because of the cost of day-to-day living, by demographic sub-group, February 2008
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- Figure 26: Those who curtailed plans in last 12 months because of loss of job/reduced income, by demographic sub-group, February 2008
- Figure 27: Those who curtailed plans during past 12 months because of debt, by demographic sub-group, February 2008
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Home
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- Figure 28: Home ownership and the economy, July 2008
- Figure 29: Home ownership and the economy – home owners, by demographic sub-group, July 2008
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- Figure 30: Those who had to curtail plans during past 12 months because of house purchase/mortgage costs, by demographic sub-group, February 2008
- Figure 31: Main home-related plans curtailed during the past 12 months, by demographic sub-group, February 2008
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- Figure 32: Those who have curtailed plans due to big household bills during past 12 months, by demographic sub-group, February 2008
- Figure 33: Attitudes towards the cost of home energy, July-August 2008
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- Figure 34: Attitudes towards the cost of home energy, home-owners, by demographic sub-group, July 2008
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Travel and transport
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- Figure 35: Attitudes towards the cost of petrol/diesel, July 2008
- Figure 36: Attitudes towards the cost of petrol/diesel, by demographic sub-group, July 2008
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- Figure 37: Those giving cost of transport as a reason for curtailing plans during past 12 months, by demographic sub-group, February 2008
- Figure 38: Those who have put off buying a car during the past 12 months, by demographic sub-group, February 2008
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Grocery Shopping
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- Figure 39: Shopping for food in hard times, by demographic sub-group, July 2008
- Figure 40: Grocery shopping strategies, by demographic sub-group, July 2008
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- Figure 41: Eating in vs eating out, by demographic sub-group, July 2008
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Clothes
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- Figure 42: Those who have put off buying more clothes/footwear/jewellery during the past 12 months, by demographic sub-group, February 2008
- Figure 43: Clothes shopping strategies, by demographic sub-group, July 2008
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Leisure Time
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- Figure 44: Leisure activities curtailed during the past 12 months, by demographic sub-group, February 2008
- Figure 45: Leisure strategies, by demographic sub-group, July 2008
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Holidays
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- Figure 46: Those who have curtailed holiday plans during the past 12 months, by demographic sub-group, February 2008
- Figure 47: Holiday strategies, by demographic sub-group, July 2008
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Marketing for the Future
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- Figure 48: Pent-up demand for holidays, by demographic sub-group, February 2008
- Figure 49: Pent-up demand for spending on the home, by demographic sub-group, February 2008
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- Figure 50: Planning to save, by demographic sub-group, February 2008
- Figure 51: Planning to pay off debt, by demographic sub-group, February 2008
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- Figure 52: Giving a windfall to a friend or family, by demographic sub-group, February 2008
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