Table of Contents
Scope and Themes
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- What you need to know
- Inspire 2011 consumer trends
- Questions addressed
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The economy remained stagnant during much of 2010
- Consumers lack confidence due to generally weak economic conditions
- Retired workers coming online in record numbers
- Exercise and healthy eating become more popular
- High obesity rate drives demand for plus-sized clothing and BFY
- Farmers’ markets and gardening grow as many seek a more natural lifestyle
- Mobile phones changing the way that Americans communicate
Insights and Opportunities
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- Demand for alternative education products and services to increase
- The end of irrational exuberance: ushering in the age of reason
- Non-traditional gardens increasingly appealing to urban consumers
- Sustainable nutrition going mainstream
Prepare For the Worst, Part I: Economic Influences
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- Trend overview: Many apprehensive of the future
- Key points
- Fed predicts unemployment to remain above 9% through 2011
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- Figure 1: U.S. unemployment and underemployment rates, January 2000-December 2010
- Sidebar: foreign-born workers more likely to gain new, lower paying, jobs
- Median household incomes down 5% from 1999
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- Figure 2: Median household income in inflation-adjusted dollars, 1999-2009
- Sidebar: bbiggest losses among Hispanics and blacks
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- Figure 3: Median household income by race/Hispanic origin of householder, 2009
- Disposable incomes may be stabilizing
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- Figure 4: Real disposable personal income, January 2007-November 2010
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- Figure 5: Disposable personal income and personal consumption, 2006-10
- CPI creeping up slowly but inflation could be right around the corner
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- Figure 6: Consumer Price Index, all items, January 2008-December 2010
- Sidebar: Millennials postpone marriage and childbirth as economy sputters
Prepare For the Worst, Part II: Consumer Reactions
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- Trend overview: concerns about future health, finances impact behavior
- Key points
- Low confidence trend reflects high unemployment and low wages
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- Figure 7: University of Michigan Consumer Sentiment Index, January 2007-December 2010
- Most remain very or quite cautious about discretionary spending
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- Figure 8: Attitudes towards discretionary spending, by household income, October 2010
- Sidebar: money back guarantees could help drive sales in tough economy
- Americans’ economic outlook far from rosy
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- Figure 9: Attitudes towards the economy, by education, October 2010
- Economy and healthcare costs key concerns for the majority
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- Figure 10: Personal concerns, by generation, October 2010
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- Figure 11: Personal concerns, by race/Hispanic origin, October 2010
- Most spend more time at home than they did before the recession
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- Figure 12: Behavioral changes compared to last year, 2008-10
- Sidebar: Asians more likely to be spending cautiously, credit card use on the rise
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- Figure 13: Behavioral changes compared to last year, by race/Hispanic origin, October 2010
- Local food expenditures trending up
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- Figure 14: Spending more compared to last year, by category, 2008-10
Retired for Hire
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- Trend overview: retired workers coming online in record numbers
- Key points
- 55-74 segment growing quickly
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- Figure 15: Population, by age, 2005-15
- Many continue working beyond traditional retirement age
- Economic conditions motivate many to work
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- Figure 16: Personal concerns – economy and employment, by age, October 2010
- Postponing retirement may be good for health
- Older Americans active online
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- Figure 17: Participation in online activities, by age, October 2010
Emphasis on Prevention with Exercise and BFY
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- Trend overview: rising healthcare costs prompt many to improve health
- Key points
- Rising incidence of exercise reflects health living trend
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- Figure 18: Number of days exercise per week, by gender, February 2010
- Figure 19: Percentage of Americans participating in regular physical activity, by age, 1998, 2006 and 2007
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- Figure 20: Most popular aerobic sports, 2007-09
- Women often exercise to feel good about themselves and lose weight
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- Figure 21: Reasons for exercising, by gender, February 2010
- Many seeking healthier options
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- Figure 22: Attributes diet-watchers look for in food, 2006 and 2009
- BFY options continue to drive growth in the food and beverage business
The Big Issue
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- Trend overview: obesity rates create demand for plus-sized clothing, BFY options
- Key points
- About two thirds of adults are obese or overweight
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- Figure 23: Percentage of population aged 20+ who are overweight, obese, or extremely obese, 1988-2008
- Concerns about childhood obesity drive government intervention
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- Figure 24: Prevalence of obesity among children and adolescents, 2-19 years of age, 1976-2008
- Figure 25: Items sold in school vending machines, May 2004-June 2010
- Southeastern states over-index for obesity
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- Figure 26: States with highest incidence of adult obesity, 2007
- Daily caloric intake has risen steadily since 1970
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- Figure 27: Average daily per capita calories consumed*, by food group, 1970-2004
- Sidebar: revised labeling guidelines discourage targeting kids with sugary food
- Most are “watching” their diet
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- Figure 28: Incidence of presently watching/controlling diet, May 2004-March 2009
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- Figure 29: Reasons for watching diet, by gender, July 2007-September 2008
- Sidebar: calorie confusion drives weight gain
- Sales of weight management products continue to grow
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- Figure 30: Total FDMx sales of weight control nutritionals—liquid/powder, at current prices, 2004-09
- Sidebar: Weight Watchers changes system so that fruits and veggies have zero points
- Dieting products increasingly have value-added components
Garden State
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- Trend overview: growing interest in urban gardening and natural foods
- Key points
- Most have purchased from a farmers’ market
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- Figure 31: Efforts to obtain locally produced food, by age, October 2010
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- Figure 32: Efforts to obtain locally produced food, by household income, October 2010
- Number of farmers’ markets in the U.S. grew by 31% 2008-10
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- Figure 33: Number of Farmers’ Markets in the U.S., 1994-2010
- Search for bargains and a healthier lifestyle drives the trend
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- Figure 34: Behavioral changes compared to last year, by age, October 2010
- Sidebar: community gardens likely to become more common in 2011
- Nearly four in 10 spending more time cooking at home
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- Figure 35: Spending more time compared to last year activities, 2009-10
- Gardening becomes more popular as consumers spend less on dining out
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- Figure 36: Spending less compared to last year categories, 2008-10
- Sidebar: restaurant gardens could drive sales growth and loyalty
- Sales of home and garden products rise, despite recession
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- Figure 37: Household participation in vegetable gardening, 2007-2009
- Figure 38: Total U.S. sales and forecast of lawn and garden products and services at current prices, 2004-14
- Canning and preserving make a comeback
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- Figure 39: FDMx sales of produce rinse and preservatives, 2005-10*
Making the Connection—Where It’s App
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- Trend overview: The third screen as the primary screen
- Key points
- Mobile now more common than computers
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- Figure 40: Ownership of cell phones, computers and electronic gadgets, August-September, 2010
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- Figure 41: Ownership of mobile phones, trended 2000-09
- Data services and apps especially popular with young adults and affluents
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- Figure 42: Spending on mobile phones and mobile phone service, by age, October 2010
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- Figure 43: Spending on mobile phones and mobile phone service, by age, October 2010
- Many using the internet more to connect and research purchases
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- Figure 44: Spending more time compared to last year, online activities, by age, October 2010
- Sales of smartphones skyrocket as basic phone sales plummet
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- Figure 45: U.S. supplier sales of mobile phones at current prices, by segment, 2008 and 2010
- Figure 46: U.S. mobile phone unit shipments, by segment, 2008 and 2010
- Sales expected to grow by 15%+ per year between 2011 and 2014
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- Figure 47: U.S. supplier sales and forecast for smartphones, at current prices, 2004-14
- Figure 48: U.S. supplier sales and forecast for smartphones, at inflation-adjusted prices, 2004-14
- Most popular smartphone apps of 2010
- Most popular Android apps
- Most popular iPhone apps
Cluster Analysis
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- Panaphobic Pessimists (31%)
- Demographics
- Characteristics
- Opportunity
- Polyphobic Optimists (30%)
- Demographics
- Characteristics
- Opportunity
- Parsimonious Reducers (39%)
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 49: American lifestyle clusters, October 2010
- Figure 50: Personal concerns, by American lifestyle clusters, October 2010
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- Figure 51: Attitudes towards discretionary spending, by American lifestyle clusters, October 2010
- Figure 52: Attitudes towards the economy, by American lifestyle clusters, October 2010
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- Figure 53: Behavioral changes compared to last year, by American lifestyle clusters, October 2010
- Cluster demographics
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- Figure 54: American lifestyle clusters, by gender, October 2010
- Figure 55: American lifestyle clusters, by age group, October 2010
- Figure 56: American lifestyle clusters, by household income, October 2010
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- Figure 57: American lifestyle clusters, by race/Hispanic origin, October 2010
- Cluster methodology
Custom Consumer Groups
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- Econo Worriers (45%)
- Definition
- Demographics
- Characteristics
- Frugal Optimists (37%)
- Definition
- Demographics
- Characteristics
- Economy and health top list of personal concerns for both groups
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- Figure 58: Personal concerns, by custom consumer groups, October 2010
- Most Econo Worriers purchasing only the necessities
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- Figure 59: Attitudes towards the economy, by custom consumer groups, October 2010
- Bargain hunting and nesting especially common among Econo Worriers
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- Figure 60: Behavioral changes compared to last year, by custom consumer groups, October 2010
- Less than half of Frugal Optimists report spending less this year
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- Figure 61: Spending less compared to last year categories, by custom consumer groups, October 2010
- Custom consumer group demographics
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- Figure 62: Custom consumer groups, by gender, October 2010
- Figure 63: Custom consumer groups, by age, October 2010
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- Figure 64: Custom consumer groups, by household income, October 2010
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- Figure 65: Custom consumer groups, by race/Hispanic origin, October 2010
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- Figure 66: Custom consumer groups, by marital status, October 2010
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- Figure 67: Custom consumer groups, by education, October 2010
Appendix: Other Useful Consumer Tables
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- Discretionary spending attitudes
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- Figure 68: Attitudes towards discretionary spending, by age, October 2010
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- Figure 69: Attitudes towards discretionary spending, by education, October 2010
- Personal concerns
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- Figure 70: Personal concerns, by gender, October 2010
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- Figure 71: Personal concerns, by household income, October 2010
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- Figure 72: Personal concerns, by generation, October 2010
- Attitudes towards the economy
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- Figure 73: Attitudes towards the economy, by age, October 2010
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- Figure 74: Attitudes towards the economy, by household income, October 2010
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- Figure 75: Attitudes towards the economy, by race/Hispanic origin, October 2010
- Behavior compared to last year
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- Figure 76: Behavioral changes compared to last year, by gender, October 2010
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- Figure 77: Behavioral changes compared to last year, by household income, October 2010
- Changes in spending
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- Figure 78: Spending more compared to last year categories, by age, October 2010
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- Figure 79: Spending more compared to last year categories, by household income, October 2010
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- Figure 80: Spending more compared to last year categories, by race/Hispanic origin, October 2010
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- Figure 81: Spending less compared to last year categories, by age, October 2010
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- Figure 82: Spending less compared to last year categories, by household income, October 2010
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- Figure 83: Spending less compared to last year categories, by race/Hispanic origin, October 2010
- Changes in how time is spent
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- Figure 84: Spending more time compared to last year activities, by gender, October 2010
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- Figure 85: Spending more time compared to last year activities, by age, October 2010
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- Figure 86: Spending more time compared to last year activities, by race/Hispanic origin, October 2010
- Changes in internet usage habits
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- Figure 87: Spending more time compared to last year, online activities, by gender, October 2010
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- Figure 88: Spending more time compared to last year, online activities, by race/Hispanic origin, October 2010
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- Figure 89: Spending more time compared to last year, online activities, by education, October 2010
- Attention to food and food sources
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- Figure 90: Efforts to obtain locally produced food, by gender, October 2010
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- Figure 91: Efforts to obtain locally produced food, by race/Hispanic origin, October 2010
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