Table of Contents
Introduction
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- Definition
- Methodology
- Abbreviations
Executive Summary
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- Key trends
- China’s economy shifts towards domestic consumption
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- Figure 1: Percentage breakdown of total rural and urban household expenditure by type, 2011
- Consumer spending changing as incomes grow
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- Figure 2: Reasons for consumers spending more, by product and service category, February 2013
- Consumer lifestyles and attitudes changing rapidly in response to massive economic and social change
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- Figure 3: Percentage annual growth of total retail & wholesale trade and average urban wages, 2007-12
- How consumer spending habits are changing
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- Figure 4: Proportion of consumers spending more by sector, by monthly income group, February 2013
- How consumers feel their lifestyles are changing
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- Figure 5: Changes in lifestyle habits, February 2013
- How the retail industry is changing to meet new consumer needs
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- Figure 6: Consumer attitudes towards shopping, February 2013
China’s Economy Shifts Towards Domestic Consumption
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- Key points
- Continued consumer spending growth despite economic slowdown
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- Figure 7: China retail sales significance within GDP, at current prices, 2007-12
- Figure 8: China consumer confidence index, December 2007-December 2012
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- Figure 9: China national retail price index by sector. December 2007-December 2012
- Rapid consumer income growth drives rising expenditure
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- Figure 10: China average annual per capita incomes in urban areas, by monthly income group, 2006-11
- Changing patterns of behaviour among rural and urban consumers
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- Figure 11: Value of urban and rural consumer expenditure by type, 2008-11
- Consumer research reflects this more confident approach
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- Figure 12: Changing level of spending habits, February 2013
- Many are choosing to treat themselves
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- Figure 13: Reasons for spending more, February 2013
- Consumer savings and home ownership
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- Figure 14: Total wholesale & retail trade value, average urban wages and total household savings deposits, 2007-12
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- Figure 15: Changes in savings habits, February 2013
- What it means
Consumer Spending Changing As Incomes Grow
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- Key points
- The growing size of China’s middle class
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- Figure 16: Defining the middle class in China, 1999-2015
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- Figure 17: Defining the middle class in China, 1999-2015 (continued)
- A trend towards nesting
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- Figure 18: Ownership of major durable consumer goods within urban households at year-end, 2005-11
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- Figure 19: Ownership of major durable consumer goods in rural households at year-end, 2005-11
- A strong feel-good factor helps raise spending
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- Figure 20: Sectors in which people have spent more compared to this time last year, by gender and age group, February 2013
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- Figure 21: Sectors in which people have spent more compared to this time last year, by monthly income group, February 2013
- Is increased spending really “feel-good”?
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- Figure 22: Reasons for spending more, February 2013
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- Figure 23: Reasons for spending more, by gender and age group, February 2013
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- Figure 24: Reasons for spending more, by monthly income group, February 2013
- The frugality flipside
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- Figure 25: Reasons for spending less, February 2013
- What it means
Consumer Lifestyles and Attitudes Changing Rapidly in Response to Massive Economic and Social Changes
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- Key points
- Rapid economic growth sustains rapid lifestyle changes
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- Figure 26: Total wholesale & retail trade value and average urban wages, 2007-12
- The fundamental change in the retail landscape
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- Figure 27: Total supermarket/hypermarket outlets, floor space, staff and retail sales, 2007-11
- A rapidly aging population changing social dynamics
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- Figure 28: The population of the over-60s in China, 2000, 2005, 2010 and 2015
- Gender imbalance skews social relationships
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- Figure 29: Decline in birth rate and increase in gender imbalance over 20 years, 1992-2011
- Wealth distribution gap becoming a crucible for social unrest
- Taxation and other cost commitments
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- Figure 30: China income tax rate by monthly income bracket, 2013
- Household structures and set-up costs
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- Figure 31: Total, urban and rural average household sizes, 2002-11
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- Figure 32: % annual growth in total registered and new marriages, 2002-11
- The changing needs of familes will shape spending
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- Figure 33: Changing level of spending habits, by marital status, February 2013
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- Figure 34: Reasons for spending more, by marital status and children in household, February 2013
- What it means
How Consumers’ Spending Habits Are Changing
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- Key points
- Education levels correlate to different spending patterns
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- Figure 35: Changing level of spending habits, by education level, February 2013
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- Figure 36: Type of degree intended for child, July 2012
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- Figure 37: Consumer shopping behaviour, by education level, February 2013
- Changing imperatives across the generations
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- Figure 38: Sectors in which people spent more, by gender and age group, February 2013
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- Figure 39: Consumer shopping behaviour, by gender and age group, February 2013
- Diversity of lifestyles, diversity of consumers
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- Figure 40: Changing level of spending habits, spending more, by region, February 2013
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- Figure 41: Changing level of spending habits, spending about the same, by region, February 2013
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- Figure 42: Changing level of spending habits, spending more, by city tier, February 2013
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- Figure 43: To treat myself as reason for spending more, by region, February 2013
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- Figure 44: Prices have increased as reason for spending more, by region, February 2013
- What it means
How Consumers Feel Their Lifestyles Are Changing
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- Key points
- Things are generally feeling better for China’s consumers
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- Figure 45: Changes in lifestyle habits, February 2013
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- Figure 46: Changes in lifestyle habits, by gender and age group, February 2013
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- Figure 47: Changes in lifestyle habits, by monthly income group, February 2013
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- Figure 48: Changes in lifestyle habits, by city, February 2013
- Changing consumer lifestyle perceptions manifest differently with each sector of spending
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- Figure 49: Spending changes by sector, by consumers feeling they have healthier lifestyles, February 2013
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- Figure 50: Spending changes by sector, by consumers feeling they buy more treats for themselves, February 2013
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- Figure 51: Spending changes by sector, by consumers feeling they are environmentally-friendly, February 2013
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- Figure 52: Spending changes by sector, by consumers feeling they are looking for more ways to save or invest money, February 2013
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- Figure 53: Spending changes by sector, by consumers feeling they are spending more time with family, February 2013
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- Figure 54: Spending changes by sector, by consumers feeling they are spending money more cautiously, February 2013
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- Figure 55: Spending changes by sector, by consumers feeling they are cooking at home more often, February 2013
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- Figure 56: Spending changes by sector, by consumers feeling they are doing more free-time activities, February 2013
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- Figure 57: Spending changes by sector, by consumers feeling they are entertaining out more than at home, February 2013
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- Figure 58: Spending changes by sector, by consumers feeling they are putting more money into savings, February 2013
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- Figure 59: Spending changes by sector, by consumers feeling they are working longer hours, February 2013
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- Figure 60: Spending changes by sector, by consumers feeling they are going on fewer holidays, February 2013
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- Figure 61: Spending changes by sector, by consumers feeling they are taking more frequent, shorter holidays rather than fewer longer ones, February 2013
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- Figure 62: Spending changes by sector, by consumers feeling they are doing more home maintenance themselves instead of hiring a professional, February 2013
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- Figure 63: Spending changes by sector, by consumers feeling they are taking more holidays abroad instead of travelling closer to home, February 2013
- Better diets, more food scares and greater consumer awareness of consumption issues
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- Figure 64: Consumer likelihood of checking packaging information and labelling, March 2012
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- Figure 65: Categories of “organic” food ever bought in the last 12 months, March 2012
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- Figure 66: Is “organic” and “green” worth paying more for?, March 2012
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- Figure 67: How likely are you to pay a premium price for fair trade, March 2012
- What it means
How the Retail Industry is Changing to Meet New Consumer Needs
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- Key points
- Consumers’ shopping habits developing in sophistication depending on circumstances
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- Figure 68: Consumer attitudes towards shopping, February 2013
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- Figure 69: Consumer attitudes towards shopping, by gender and age group, February 2013
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- Figure 70: Consumer attitudes towards shopping, by household income group, February 2013
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- Figure 71: Consumer attitudes towards shopping, by city, February 2013
- Changing consumer shopping habits manifest differently with each sector of spending
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- Figure 72: Consumers who feel that once they find a brand they like they tend to stick to it, spending changes by sector, February 2013
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- Figure 73: Consumers who feel that they shop around from a variety of brands, spending changes by sector, February 2013
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- Figure 74: Consumers who feel that they prefer to spend money enjoying life rather than gaining status, spending changes by sector, February 2013
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- Figure 75: Consumers who feel that they consider all available options before deciding what product to buy, spending changes by sector, February 2013
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- Figure 76: Consumers who feel that they prefer shopping online to having to go to the shops, spending changes by sector, February 2013
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- Figure 77: Consumers who feel that they like to combine shopping with other leisure activities, spending changes by sector, February 2013
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- Figure 78: Consumers who feel that they like to try new brands that they see advertised, spending changes by sector, February 2013
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- Figure 79: Consumers who feel that they like to go shopping to relieve the stress of daily life, spending changes by sector, February 2013
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- Figure 80: Consumers who feel that they often buy products when attracted by the packaging, spending changes by sector, February 2013
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- Figure 81: Consumers who feel that they often buy things on the spur of the moment, spending changes by sector, February 2013
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- Figure 82: Consumers who feel that they buy more private label products instead of name-brand products, spending changes by sector, February 2013
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- Figure 83: Consumers who don’t feel buying new things makes them any happier, who feel that they buy more private label products instead of name-brand products, spending, February 2013
- Credit and debit card usage increasing dramatically
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- Figure 84: Number of credit and debit cards in circulation, value of card transactions and per capita cards and transactions, 2007-11
- Online retailing and transactions growing with consumer confidence
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- Figure 85: China’s total online retail market and per capita online spending, 2008-12
- Private label emerges in China
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- Figure 86: Consumer attitudes towards private label in supermarkets/ hypermarkets, April 2012
- A growing consumer demand for quality rather than quantity
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- Figure 87: Ranking of service attributes of foreign and domestic retailers, April 2012
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- Figure 88: Middle class attitudes towards shopping, April 2012
- Car ownership is changing how people shop
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- Figure 89: Ownership of automobiles Per 100 Urban Households at Year-end, 2005-11
- What it means
Appendix – Changing Level of Spending Habits
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- Figure 90: Changing level of spending habits, February 2013
- Figure 91: Changing level of spending habits on food (in home), by demographics, February 2013
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- Figure 92: Changing level of spending habits on eating out, by demographics, February 2013
- Figure 93: Changing level of spending habits on alcoholic drinks (both in home and out of home), by demographics, February 2013
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- Figure 94: Changing level of spending habits on non-alcoholic drinks, by demographics, February 2013
- Figure 95: Changing level of spending habits on beauty products and toiletries, by demographics, February 2013
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- Figure 96: Changing level of spending habits on pharmaceutical and healthcare products, by demographics, February 2013
- Figure 97: Changing level of spending habits on household care products, by demographics, February 2013
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- Figure 98: Changing level of spending habits on home furnishings and fittings, by demographics, February 2013
- Figure 99: Changing level of spending habits on clothing and accessories (including footwear), by demographics, February 2013
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- Figure 100: Changing level of spending habits on media, by demographics, February 2013
- Figure 101: Changing level of spending habits on consumer appliances, electronics and communications, by demographics, February 2013
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- Figure 102: Changing level of spending habits on holidays, by demographics, February 2013
- Figure 103: Changing level of spending habits on leisure and entertainment services, by demographics, February 2013
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- Figure 104: Changing level of spending habits on financial services, by demographics, February 2013
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Appendix – Reasons For Spending More
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- Figure 105: Reasons for spending more, February 2013
- Figure 106: Reasons for spending more on food (in home), by demographics, February 2013
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- Figure 107: Reasons for spending more on eating out, by demographics, February 2013
- Figure 108: Reasons for spending more on alcoholic drinks (both in home and out of home), by demographics, February 2013
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- Figure 109: Reasons for spending more on non-alcoholic drinks, by demographics, February 2013
- Figure 110: Reasons for spending more on beauty products and toiletries, by demographics, February 2013
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- Figure 111: Reasons for spending more on pharmaceutical and healthcare products, by demographics, February 2013
- Figure 112: Reasons for spending more on household care products, by demographics, February 2013
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- Figure 113: Reasons for spending more on home furnishings and fittings, by demographics, February 2013
- Figure 114: Reasons for spending more on clothing and accessories (including footwear), by demographics, February 2013
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- Figure 115: Reasons for spending more on media, by demographics, February 2013
- Figure 116: Reasons for spending more on consumer appliances, electronics and communications, by demographics, February 2013
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- Figure 117: Reasons for spending more on holidays, by demographics, February 2013
- Figure 118: Reasons for spending more on leisure and entertainment services, by demographics, February 2013
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- Figure 119: Reasons for spending more on financial services, by demographics, February 2013
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Appendix – Reasons For Spending Less
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- Figure 120: Reasons for spending less, February 2013
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Appendix – Consumer Shopping Behaviour
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- Figure 121: Consumer shopping behaviour, February 2013
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- Figure 122: Most popular consumer shopping behaviour, by demographics, February 2013
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- Figure 123: Next most popular consumer shopping behaviour, by demographics, February 2013
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- Figure 124: Other consumer shopping behaviour, by demographics, February 2013
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- Figure 125: Consumer shopping behaviour, by most popular categories that consumers spending more on, February 2013
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- Figure 126: Consumer shopping behaviour, by next most popular categories that consumers spending more on, February 2013
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- Figure 127: Consumer shopping behaviour, by other categories that consumers spending more on, February 2013
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- Figure 128: Consumer shopping behaviour, by most popular categories that consumers spending about the same on, February 2013
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- Figure 129: Consumer shopping behaviour, by next most popular categories that consumers spending about the same on, February 2013
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- Figure 130: Consumer shopping behaviour, by other categories that consumers spending about the same on, February 2013
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- Figure 131: Consumer shopping behaviour, by most popular categories that consumers spending less on, February 2013
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- Figure 132: Consumer shopping behaviour, by next most popular categories that consumers spending less on, February 2013
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- Figure 133: Consumer shopping behaviour, by other categories that consumers spending less on, February 2013
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Appendix – Changes in Lifestyle Habits
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- Figure 134: Changes in lifestyle habits, February 2013
- Figure 135: Most popular changes in lifestyle habits, by demographics, February 2013
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- Figure 136: Next most popular changes in lifestyle habits, by demographics, February 2013
- Figure 137: Other changes in lifestyle habits, by demographics, February 2013
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- Figure 138: Changes in lifestyle habits, by most popualr categories that consumers spending more on, February 2013
- Figure 139: Changes in lifestyle habits, by next most popualr categories that consumers spending more on, February 2013
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- Figure 140: Changes in lifestyle habits, by other categories that consumers spending more on, February 2013
- Figure 141: Changes in lifestyle habits, by most popular categories that consumers spending about the same on, February 2013
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- Figure 142: Changes in lifestyle habits, by next most popular categories that consumers spending about the same, February 2013
- Figure 143: Changes in lifestyle habits, by other categories that consumers spending about the same on, February 2013
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- Figure 144: Changes in lifestyle habits, by most popular categories that consumers spending less on, February 2013
- Figure 145: Changes in lifestyle habits, by next most popular categories that consumers spending less on, February 2013
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- Figure 146: Changes in lifestyle habits, by other categories that consumers spending less on, February 2013
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Appendix – Consumer Attitudes Towards Shopping
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- Figure 147: Consumer attitudes towards shopping, February 2013
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- Figure 148: Most popular consumer attitudes towards shopping, by demographics, February 2013
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- Figure 149: Next most popular consumer attitudes towards shopping, by demographics, February 2013
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