Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Recession has substantial lingering ramifications in spite of "recovery"
- Households with children, women and Hispanics cutting back most
- At the top line
- Home cleaning
- Laundry and dry cleaning
- Childcare
- Pet care
- Salon and spa
- Fitness
- Consumers pare back use of cleaning services
- Low-cost alternatives to laundry, dry cleaning services include
appliances, special soaps and new products
- Parents taking on more childcare
- As families reduce art lessons, at-home cultural materials may be promoted
- Supporting sport teams and children' s clubs may offer branding and
marketing opportunities
- Upper-income families maintain more services, middle-income families
seeking lower-cost alternatives
- Cutbacks on pet services open opportunities for products and new services
- Growth opportunity in at-home alternatives to salon, nail and spa services
- Promoting at-home fitness options with discounted/alternative club
memberships
- Hispanics, hard hit by downturn, economize aggressively
- Lingering Impacts of the 2007-09 Recession
- Key points
- Falling real estate values shrink household wealth and limit home equity
- Figure 1: Case-Shiller U.S. national home price index, January
2000-January 2009
- Stock market decline further diminishes wealth
- Unemployment still rising
- Figure 2: U.S. unemployment rate, September 2008-September 2009
- Rebuilding wealth is a long-term project
- The psychology of financial losses determines future behavior
- Effective branding now can engender loyalty
- Who is Economizing at Home?
- Key points
- Two thirds have cut spending; families and Hispanics economizing most
- Figure 3: Changes or plans to change spending to save money, by gender
and presence of children, March 2009
- Figure 4: Changes or plans to change spending to save money, by age,
household income and marital status, March 2009
- Figure 5: Changes or plans to change spending to save money, by
race/Hispanic origin and employment status, March 2009
- Household-cleaning Services and Supplies
- Key points
- Cutbacks in household-cleaning services may drive more DIY cleaning
- Figure 6: House cleaning service, changes in service use in the past 12
months, March 2009
- Interest in window washers drops
- Figure 7: Window-washing service, changes in service use in the past 12
months, March 2009
- Figure 8: Windex All-In-One Glass Cleaning Tool
- Equipment rentals as alternatives to professional upholstery cleaners
- Figure 9: Furniture or rug-cleaning service, changes in service use in
the past 12 months, March 2009
- Some 70% cutting back on cleaning supplies
- Figure 10: Reduced spend on household cleaners, March 2009
- Cutting back on cleaning products decreases as household income rises
- Figure 11: Reduced spend on household cleaners, by household income,
March 2009
- Consumers cutting back on cleaning products in a variety in ways
- Figure 12: Select private-label household cleaners
- Laundry and Dry Cleaning Service
- Key points
- Laundry services
- Figure 13: Laundry service, changes in service use in the past 12
months, March 2009
- Dry cleaning service
- Figure 14: Woolite Dry Clean At Home
- Figure 15: Dry cleaning service, changes in service use in the past 12
months, March 2009
- Changes in laundry and dry cleaning services by household income
- Figure 16: Change in use of laundry services in the past 12 months, by
household income, March 2009
- Figure 17: Dry cleaning service changes in the past 12 months, for those
with HH income of $100K+, March 2009
- Childcare
- Key points
- Childcare/babysitting reduced as unemployment rises and subsidies fall
- Figure 18: Child daycare services, changes in service use in the past 12
months, March 2009
- Figure 19: Babysitting services, changes in service use in the past 12
months, March 2009
- After-school care also sees enrollment shrink
- Figure 20: Children after-school care, changes in service use in the
past 12 months, March 2009
- Parents cut back on art, music and dance lessons
- Figure 21: Children' s art, music or dance lessons, changes in service
use in the past 12 months, March 2009
- Parents cut back on sports expenses, but strive not to eliminate entirely
- Figure 22: Children' s sports lessons, changes in service use in the past
12 months, March 2009
- Substantial cuts to sports team membership
- Figure 23: Children' s sports teams, changes in service use in the past
12 months, March 2009
- Children' s clubs suffer cutbacks
- Figure 24: Children' s clubs, changes in service use in the past 12
months, March 2009
- Income determines extent of cutbacks
- Figure 25: Changes in use of services/activities for children in the
past 12 months, by household income, March 2009
- Pet Care
- Key points
- Pet-grooming services in decline
- Figure 26: Pet-grooming services, changes in service use in the past 12
months, March 2009
- More consumers cut back on kennel services than maintain them
- Figure 27: Pet kennel/boarding services, changes in service use in the
past 12 months, March 2009
- Pet owners cut back on obedience classes and pet daycare
- Figure 28: Pet obedience or agility classes, changes in service use in
the past 12 months, March 2009
- Figure 29: Pet daycare, changes in service use in the past 12 months,
March 2009
- Changes made in pet care services, by household income
- Figure 30: Has made no change in use of pet services in the past 12
months, by household income, March 2009
- Salon and Spa
- Key points
- Half of women cut down on hair-cutting services
- Figure 31: Hair salons--hair cutting, changes in service use in the past
12 months, by gender, March 2009
- Consumers pare back use of coloring services
- Figure 32: Hair tinting/coloring, changes in service use in the past 12
months, by gender, March 2009
- Consumers cut back on nail services
- Figure 33: Nail salon, changes in service use in the past 12 months, by
gender, March 2009
- Consumers cut back or stop massages
- Figure 34: Massage, changes in service use in the past 12 months, by
gender, March 2009
- As many stop facials and "other spa services" as have continued to do so
- Figure 35: Facials, changes in service use in the past 12 months, by
gender, March 2009
- Figure 36: Other spa services, changes in service use in the past 12
months, by gender, March 2009
- Only highest income bracket shows above-average use of salon and spa
- Figure 37: Has made no change in use of salon and spa services in the
past 12 months, by household income, March 2009
- Fitness
- Key points
- Fitness class cutbacks
- Figure 38: Fitness classes, changes in service use in the past 12
months, by household income, March 2009
- Upper-income households cut back on personal trainers
- Figure 39: Personal trainer, changes in service use in the past 12
months, by household income, March 2009
- Income drives fitness club membership
- Figure 40: Club memberships, changes in service use in the past 12
months, by household income, March 2009
- Appendix--Fitness Trade Associations
- Appendix--Trade Associations: Pet Care
- Appendix--Trade Associations: Laundry and Dry Cleaning Service
- Appendix--Trade Associations: Childcare
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