Report: Men's Changing Lifestyles - UK

Issues in the Market
Men -- change leads to differences
Report Synopsis
Mintel research
Lifestage and Special Groups
Abbreviations
Insights and Opportunities
' Saga' with a tint of green
Managing the change
Serious South East Financiers
Pukka ' Jamie Olivers'
Key health and fitness targets
Alone with their health woes
Father/child combo with electrical goods
Lifestyle Sector In Brief
What matters to men? It depends where they are in life.
Pre-/no family Men
Family Men
Third age Men
Retired Men
Older men are models of conscience; for 35-44s, conscience is global, not domestic
Does New Man still exist?
- Figure 1: Male cluster groups, 2006
The desire for career success is strongest early in life
Financial security is paramount for family men, especially ABC1s
Seven ages...
Late teens: Just having fun
Twenties: Work-centred
Thirties: Home-centred
Forties: Focus on personal fulfilment
Fifties: Retirement looms
Sixties: Time for leisure, but health is a worry
Over-70s: Traditional and community-minded
Innovations
Men-specific products
Smelling good
Skincare becoming very sophisticated...
...and it' s not just for faces
Products not specifically targeted at men
Sector Environment
Men in the population
- Figure 2: Adult male population -- aged 15+, 2002-12
- Figure 3: Changes in the male population, by age band, 2002-07 and 2007-12
Demographic profiles
- Figure 4: Men, by demographic profile, March 2007
Life changes
- Figure 5: Men -- lifestage and marital status, March 2007
- Figure 6: Men -- lifestage and working status, March 2007
What Matters To Men?
Key points
Marketing messages
Men' s priorities
Looking out for themselves
- Figure 7: The top five priorities for pre-/no family men, March 2007
Children first
- Figure 8: The top five priorities for family men, March 2007
Changing horizons
- Figure 9: The top five priorities for third age men, March 2007
Focusing on health
- Figure 10: The top five priorities for retired men, March 2007
Men' s concerns
Starting out in life
- Figure 11: Concerns of pre-/no family men, March 2007
Children are expensive
- Figure 12: Concerns of family men, March 2007
Wear and tear
- Figure 13: Concerns of third age men, March 2007
Call the doctor!
- Figure 14: Concerns of retired men, March 2007
Whatever happened to New Man?
- Figure 15: Male cluster groups, 2006
Family Men
Key points
Marketing messages
Men' s relationships
- Figure 16: Men' s current and past relationships, March 2007
Men with commitments
Serial monogamists
Fancy-free men
Age group and relationship status
Lifestage and relationship status
Pre-/no family men
Family men
Third age
Retired
Marital status and relationship status
Living with partner
Single
Divorced/separated
Widowed
Family Values
Family concerns
- Figure 18: The top family-related concerns, by age group, March 2007
Marriage gives security
Men in the Community
Key points
Marketing messages
The community as a priority
Ethics Man?
- Figure 19: The most common environmental and ethical issues, October 2006
Time to be green?
- Figure 20: Environmental and ethical issues which are particularly important to those aged 55-64, October 2006
Pester power
Collective responsibility
Men at Work
Key points
Marketing messages
Working lives
Work as a priority
- Figure 21: Those for whom career success is a priority in life, by age group, March 2007
Job worries
Work-related goals
Hopes for promotions
Seeking fulfilment
Downsizing working hours...
...and retirement
Men and Money
Key points
Marketing messages
Money is a priority
The onset of middle age
- Figure 22: Those for whom financial security is a priority, by age group, March 2007
Those that have most care most
Managing money
The Good...
...the Bad
- Figure 23: Those agreeing ' I am very good at managing money' , by typology group, 2006
Money worries
- Figure 24: Financial issues that are current concerns, March 2007
Financial goals
Paying off the mortgage...
...and non-mortgage debt
Men at Home
Key points
Marketing messages
Household tenure
- Figure 25: Household tenure, March 2007
Living arrangements
Moving and improving
Movers
Improvers
Home as a priority
Cooks, handymen and gardeners
- Figure 26: Agreement with statements regarding activities at home, 2006
The cooks
The handymen
The gardeners
New Man cooks and fixes...but doesn' t garden
- Figure 27: Agreement with statements regarding activities at home, by typology group, 2006
Home as a concern
Home-related goals
The Movers
The Improvers
Men and Sport
Key points
Marketing messages
Sport is not just a priority for the young
- Figure 28: Those for whom playing/watching sport is a priority, by age group, March 2007
Sports participation
- Figure 29: ' I do some form of sport or exercise at least once a week' , by cluster groups, 2006
Freedom to exercise
Golf for everyone
On your bike!
Child-led activities
Running away
Old and young sports
Armchair sports
- Figure 30: Sports interested in, 2006
Everyone for football?
Rugby and cricket are not attracting the young
You' re snookered!
Racing away
Student territory
Golf followers
- Figure 31: Interest in watching/reading about sport, by typology group, 2006
Men and their Looks
Key points
Marketing messages
Appearance as a priority
Clothes
Spend on clothes
- Figure 32: Average annual spend on items of clothing, 2006
Making the most of the way they look
- Figure 33: Those for whom buying clothes/making the most of their appearance is a priority in life, by age group, March 2007
Looking good is essential for Ambitious New Men
- Figure 34: Agreement with statements regarding clothes and appearance -- New Ambitious Men v all men, 2006
Men and Health
Key points
Marketing messages
Prioritising health
- Figure 35: Those for whom having a healthy lifestyle is a priority in life, by age group, March 2007
Affluent equals healthy?
- Figure 36: Those for whom having a healthy lifestyle is a priority in life, by socio-economic group and lifestage, March 2007
Results as expected!
- Figure 37: Those for whom having a healthy lifestyle is a priority in life, by region and lifestage, March 2007
Concerned about health
- Figure 38: Those for whom their own health, or that of others in their family, is a current concern, by age group, March 2007
Thinking about themselves...
...and the concern for others
Old School look after their health...but are not all satisfied with their effects
Male smokers
Health targets
- Figure 39: Health-related goals over the next five years, March 2007
Men and Machines
Key points
Marketing messages
Cars and electronics as priorities
Audio-visual equipment is for the young
- Figure 40: ' I love to buy new gadgets and appliances' , by cluster groups, 2006
The iPod generation
Computer games are not just for children
Cars
Internet usage
Social Men
Key points
Marketing messages
Leisure as a priority
- Figure 41: Those for whom a good social life, and time to pursue leisure interests, are priorities, by age group, March 2007
The Socialites
Northerners have fun
- Figure 42: Those for whom a good social life is a priority, by region and lifestage, March 2007
Leisure pursuits
Family men don' t have time for themselves
- Figure 43: Those for whom having time to pursue their leisure pursuits is a priority -- all men and family men, March 2007
Leisure plans
Not enough time for leisure?
Travelling Men
Key points
Marketing messages
The importance of travel
Getting away
- Figure 44: Those who have had a holiday in the last 12 months, by typology group, 2006
Low-cost flights
The main targets...
...and if low-cost flights were abolished?
Those who would be prepared to pay more
Those who would probably travel less
Those who would go the domestic route
Those who would go by rail instead
The fly/drives
Holiday destinations
- Figure 45: Last/last but one holiday destinations, by typology group, 2006
Travelling plans
Future Men
Key points
Future goals
- Figure 46: The top five goals for men, March 2007
Pre-/no family men can think about themselves
- Figure 47: The top five goals for pre-/no family men, March
Family men focus on the home
- Figure 48: The top five goals for family men, March 2007
On the move again
- Figure 49: The top five goals for third age men, March 2007
Done it all?
- Figure 50: The top five goals for retired men, March 2007
Seven Ages...
Late teens: just having fun
Twenties: work-centred
Thirties: home-centred
Forties: focus on personal fulfilment
Fifties: retirement looms
Sixties: time for leisure, but health is a worry
Over-70s: traditional and community-minded
Forecasting ' nicer' men in the future...?
Security and trust typologies
- Figure 51: Men' s lifestyle typologies, by age, socio-economic group and lifestage, 2006
The demographic scenario
- Figure 52: Forecast of men' s lifestyle typologies -- assuming a static scenario, 2007 and 2012
- Figure 53: A snapshot view of the relative rise and fall of each typology over the next five years, 2007-12
Appendix
Sector environment
- Figure 54: Men in the population, by age, 2002-12
- Figure 55: Demographic profiles -- men, March 2007
- Figure 56: Demographic profiles -- pre-/no family men, March 2007
- Figure 57: Demographic profiles -- family men, March 2007
- Figure 58: Demographic profiles -- third age men, March 2007
- Figure 59: Demographic profiles -- retired men, March 2007
What matters to men?
- Figure 60: Current priorities -- men, by lifestage, March 2007
- Figure 61: Current concerns -- men, by lifestage, March 2007
- Figure 62: Cluster groups, by demographic sub-group, 2006
- Figure 63: Cluster groups, by agreement with the lifestyle statements, 2006
Family men
- Figure 64: Marital status, by age group, March 2007
- Figure 65: Relationship status, by age group, March 2007
- Figure 66: Relationship status, by lifestage, March 2007
- Figure 67: Relationship status, by age of children, March 2007
- Figure 68: Relationship status, by marital status, March 2007
- Figure 69: Those for whom their children' s academic and out-of-school activities are a priority, by age group, March 2007
- Figure 70: Those for whom their children' s academic and out-of-school activities are a priority, by lifestage, March 2007
- Figure 71: Those for whom their children' s academic and out-of-school activities are a priority -- men in the family lifestage group, by socio-economic group, region and age of children, March 2007
- Figure 72: Family-related concerns, by age group, March 2007
- Figure 73: Family-related concerns, by lifestage, March 2007
- Figure 74: Family-related concerns, by marital status, March 2007
- Figure 75: Relationship concerns, by relationship status, March 2007
Men in the community
- Figure 76: Those for whom helping in the community, or with charitable causes, is a priority in life, by age group, March 2007
- Figure 77: Those for whom helping in the community, or with charitable causes, is a priority in life, by socio-economic group and lifestage, March 2007
- Figure 78: Agreement/disagreement that ' It is important that a company acts ethically' , 2006
- Figure 79: Environmental and ethical issues which are of most concern, October 2006
- Figure 80: Environmental and ethical issues which are of most concern -- men, by age group, October 2006
- Figure 81: Environmental and ethical issues which are of most concern -- men, by socio-economic group and lifestage, October 2006
Men at work
- Figure 82: Job-related life events in the past 12 months, and/or expected in the next 12 months, 2006
- Figure 83: Those for whom career success is a priority in life, by working status, March 2007
- Figure 84: Those for whom career success is a priority in life, by age group, March 2007
- Figure 85: Those for whom career success is a priority in life, by socio-economic group, March 2007
- Figure 86: Those for whom career success is a priority in life, by age of children, March 2007
- Figure 87: Those for whom career success is a priority in life, by region, March 2007
- Figure 88: Those who are worried about the security of their current job, by working status, March 2007
- Figure 89: Those who are worried about the security of their current job, by socio-economic group and lifestage, March 2007
- Figure 90: Those who are not happy in their current job, by working status, March 2007
- Figure 91: Those who are not happy in their current job, by socio-economic group and lifestage, March 2007
- Figure 92: Employment-related concerns, by age group, March 2007
- Figure 93: Work-related goals, by working status, March 2007
- Figure 94: Work-related goals, by age group, March 2007
- Figure 95: Work-related goals, by lifestage, March 2007
- Figure 96: Work-related goals, by age of children, March 2007
- Figure 97: Work-related goals, by socio-economic group, March 2007
Men and money
- Figure 98: Those for whom financial security is a priority, by age group, March 2007
- Figure 99: Those for whom financial security is a priority, by socio-economic group and lifestage, March 2007
- Figure 100: Those for whom financial security is a priority, by region and lifestage, March 2007
- Figure 101: Those for whom financial security is a priority, by marital status, March 2007
- Figure 102: Agreement/disagreement that ' I am very good at managing money' , 2006
- Figure 103: Those for whom finance is a current concern, by age group, March 2007
- Figure 104: Those for whom finance is a current concern, by lifestage, March 2007
- Figure 105: Those for whom finance is a current concern, by marital status, March 2007
- Figure 106: Those concerned about the cost of bringing up their children, by age of children, March 2007
- Figure 107: Those concerned about the cost of bringing up their children -- family men, by socio-economic group, region and number of children, March 2007
- Figure 108: Those concerned about planning for retirement -- third age men, by socio-economic group, region and household tenure, March 2007
- Figure 109: Those for whom finance is a current concern, by socio-economic group, March 2007
- Figure 110: Those for whom finance is a current concern, by region, March 2007
- Figure 111: Those for whom finance is a current concern, by household tenure, March 2007
- Figure 112: Those who are worried about the size of their mortgage, interest rates, etc , by lifestage, March 2007
- Figure 113: Finance-related goals, by age group, March 2007
- Figure 114: Finance-related goals, by lifestage, March 2007
- Figure 115: Finance-related goals, by marital status, March 2007
- Figure 116: Finance-related goals, by age of children, March 2007
- Figure 117: Finance-related goals, by socio-economic group, March 2007
- Figure 118: Finance-related goals, by region, March 2007
Men at home
- Figure 119: Household tenure, by lifestage, March 2007
- Figure 120: Household size, March 2007
- Figure 121: House/flat purchases and major home improvements in the past 12 months, and/or expected in the next 12 months, 2006
- Figure 122: Those for whom ' Making my home look the way I want it' is a priority in life, by age group, March 2007
- Figure 123: Those for whom ' Making my home look the way I want it' is a priority in life, by socio-economic group and lifestage, March 2007
- Figure 124: Those for whom ' Making my home look the way I want it' is a priority in life, by marital status, March 2007
- Figure 125: Those for whom ' Making my home look the way I want it' is a priority in life, by household tenure and lifestage, March 2007
- Figure 126: Those for whom ' Making my home look the way I want it' is a priority in life, by region and lifestage, March 2007
- Figure 127: Cooks, handymen and gardeners, 2006
- Figure 128: Those for whom not being able to afford to buy a property/move to a larger property is a current concern, by age group, May 2007
- Figure 129: Those for whom not being able to afford to buy a property/move to a larger property is a current concern, by age of children, May 2007
- Figure 130: : Those for whom not being able to afford to buy a property/move to a larger property is a current concern, by socio-economic group and lifestage, May 2007
- Figure 131: Those for whom not being able to afford to buy a property/move to a larger property is a current concern, by marital status, May 2007
- Figure 132: Those for whom not being able to afford to buy a property/move to a larger property is a current concern, by region and lifestage, May 2007
- Figure 133: Those for whom not being able to afford to buy a property/move to a larger property is a current concern, by household tenure, May 2007
- Figure 134: Home-related goals, by age group, March 2007
- Figure 135: Home-related goals, by age of children, March 2007
- Figure 136: Those planning to move, or buy their first house, in the next five years, by socio-economic group and lifestage, March 2007
- Figure 137: Those planning to move, or buy their first house, in the next five years, by marital status and lifestage, March 2007
- Figure 138: Those planning to move, or buy their first house, in the next five years, by region and lifestage, March 2007
- Figure 139: Those planning to move, or buy their first house, in the next five years, by household tenure and lifestage, March 2007
- Figure 140: Those planning to make home improvements over the next five years, by socio-economic group and lifestage, March 2007
- Figure 141: Those planning to make home improvements over the next five years, by marital status, March 2007
- Figure 142: Those planning to make home improvements over the next five years, by region and lifestage, March 2007
- Figure 143: Those planning to make home improvements over the next five years, by household tenure and lifestage, March 2007
Men and sport
- Figure 144: Those for whom playing/watching sport is a priority, by age group, March 2007
- Figure 145: Those for whom playing/watching sport is a priority, by socio-economic group and lifestage, March 2007
- Figure 146: Those for whom playing/watching sport is a priority, by marital status and lifestage, March 2007
- Figure 147: Those for whom playing/watching sport is a priority, by region and lifestage, March 2007
- Figure 148: Sports played or taken part in regularly, by age group, 2006
- Figure 149: Sports played or taken part in regularly, by typology group, 2006
- Figure 150: Sports played or taken part in regularly -- Aerobics, golf, cycling and swimming, 2006
- Figure 151: Sports played or taken part in regularly -- Weight training, running, football, walking/rambling, 2006
- Figure 152: Sports interested in (pay to watch/watch on TV/read about), by age group, 2006
- Figure 153: Sports interested in, by typology group, 2006
- Figure 154: Sports interested in -- Football, rugby, cricket, snooker, 2006
- Figure 155: Sports interested in -- Motor racing, boxing/wrestling, golf, 2006
Men and their looks
- Figure 156: Those for whom buying clothes/making the most of their appearance is a priority in life, by age group, March 2007
- Figure 157: Those for whom buying clothes is a priority, by socio-economic group and lifestage, March 2007
- Figure 158: Those for whom buying clothes is a priority, by marital status and lifestage, March 2007
- Figure 159: Those for whom buying clothes is a priority, by region and lifestage, March 2007
- Figure 160: Average annual expenditure on shirts, jumpers and ties, 2006
- Figure 161: Those for whom making the most of their appearance is a priority, by socio-economic group and lifestage, March 2007
- Figure 162: Those for whom making the most of their appearance is a priority, by marital status, March 2007
- Figure 163: Those for whom making the most of their appearance is a priority, by region and lifestage, March 2007
- Figure 164: Cluster groups, by agreement with statements regarding clothes, 2006
Men and health
- Figure 165: Those for whom having a healthy lifestyle is a priority in life, by age group, March 2007
- Figure 166: Those for whom having a healthy lifestyle is a priority in life, by socio-economic group and lifestage, March 2007
- Figure 167: Those for whom having a healthy lifestyle is a priority in life, by region and lifestage, March 2007
- Figure 168: Those for whom their own health, or that of others in their family, is a current concern, by age group, March 2007
- Figure 169: Those for whom their own health, or that of others in their family, is a current concern, by lifestage, March 2007
- Figure 170: Those for whom their own health problems are a cause for concern, by socio-economic group and lifestage, March 2007
- Figure 171: Those for whom their own health problems are a cause for concern, by region and lifestage, March 2007
- Figure 172: Those for whom their own health problems are a cause for concern, by household size and lifestage, March 2007
- Figure 173: Those for whom their own health problems are a cause for concern, by marital status and lifestage, March 2007
- Figure 174: Those for whom the health problems of others in the family are a cause for concern, by marital status, March 2007
- Figure 175: Agreement with statements regarding health issues, by typology groups, 2006
- Figure 176: Male smokers, 2006
- Figure 177: Health-related goals over the next five years, by age group, March 2007
- Figure 178: Health-related goals over the next five years, by lifestage, March 2007
- Figure 179: Those who want to try to achieve their ideal weight over the next five years, by socio-economic group and lifestage, March 2007
- Figure 180: Those who want to try to achieve their ideal weight over the next five years, by marital status, March 2007
- Figure 181: Those who want to try to achieve their ideal weight over the next five years, by region and lifestage, March 2007
- Figure 182: Those who want to take more exercise/get fitter over the next five years, by socio-economic group and lifestage
- Figure 183: Those who want to take more exercise/get fitter over the next five years, by marital status, March 2007
- Figure 184: Those who want to take more exercise/get fitter over the next five years, by region and lifestage, March 2007
- Figure 185: Those who want to eat more healthily over the next five years, by socio-economic group and lifestage, March 2007
- Figure 186: Those who want to eat more healthily over the next five years, by marital status, March 2007
- Figure 187: Those who want to eat more healthily over the next five years, by household size and lifestage, March 2007
- Figure 188: Those who want to eat more healthily over the next five years, by region and lifestage, March 2007
Men and machines
- Figure 189: Cars and audio-visual/electronic equipment as priorities in life, by age group, March 2007
- Figure 190: Cars and audio-visual/electronic equipment as priorities in life, by lifestage, March 2007
- Figure 191: Those for whom buying audio-visual/electronic equipment is a priority in life, by socio-economic group and lifestage, March 2007
- Figure 192: Those for whom buying audio-visual/electronic equipment is a priority in life, by region and lifestage, March 2007
- Figure 193: Ownership of audio-visual items, 2006
- Figure 194: Time spent on games console per week, 2006
- Figure 195: Those for whom having a really good car is a priority in life, by socio-economic group and lifestage, March 2007
- Figure 196: Those for whom having a really good car is a priority in life, by region and lifestage, March 2007
- Figure 197: Those who plan to get a newer/better car in the next five years, by age group, March 2007
- Figure 198: Those who plan to get a newer/better car in the next five years, by age of children, March 2007
- Figure 199: Those who plan to get a newer/better car in the next five years, by socio-economic group and lifestage, March 2007
- Figure 200: Those who plan to get a newer/better car in the next five years, by region and lifestage, March 2007
- Figure 201: Those who have used the Internet in the last three months, by socio-economic group and lifestage, March 2007
Social men
- Figure 202: Those for whom a good social life, and time to pursue leisure interests, are priorities, by age group, March 2007
- Figure 203: Those for whom a good social life, and time to pursue leisure interests, are priorities, by lifestage, March 2007
- Figure 204: Those for whom a good social life is a priority, by socio-economic group and lifestage, March 2007
- Figure 205: Those for whom a good social life is a priority, by marital status, March 2007
- Figure 206: Those for whom a good social life is a priority, by region and lifestage, March 2007
- Figure 207: Those for whom having time to pursue their leisure pursuits is a priority, by socio-economic group and lifestage, March 2007
- Figure 208: Those for whom having time to pursue their leisure pursuits is a priority, by marital status, March 2007
- Figure 209: Those for whom having time to pursue their leisure pursuits is a priority, by region and lifestage, March 2007
- Figure 210: Leisure-related goals over the next five years, by age group, March 2007
- Figure 211: Leisure-related goals over the next five years, by lifestage, March 2007
- Figure 212: Those for whom not having enough time for themselves is a current concern, by age group, March 2007
- Figure 213: Those for whom not having enough time for themselves is a current concern, by age of children, March 2007
- Figure 214: Those for whom not having enough time for themselves is a current concern, by socio-economic group and lifestage, March 2007
- Figure 215: Those for whom not having enough time for themselves is a current concern, by marital status and working status, March 2007
- Figure 216: Those for whom not having enough time for themselves is a current concern, by region and lifestage, March 2007
Travelling men
- Figure 217: Those for whom travelling/visiting other parts of the world is a priority, by age group, March 2007
- Figure 218: Those for whom travelling/visiting other parts of the world, is a priority, by socio-economic group and lifestage, March 2007
- Figure 219: Those for whom travelling/visiting other parts of the world, is a priority, by marital status, March 2007
- Figure 220: Those for whom travelling/visiting other parts of the world, is a priority, by region and lifestage, March 2007
- Figure 221: Holidays taken -- number and destination, by typology group, 2006
- Figure 222: Those who have used low-cost flights in the last 12 months, October 2006
- Figure 223: Likely actions if low-cost flights disappeared, October 2006
- Figure 224: Those who plan to travel more extensively/visit new parts of the world, in the next five years, by age group, March 2007
- Figure 225: Those who plan to travel more extensively/visit new parts of the world, in the next five years, by age of children, March 2007
- Figure 226: Those who plan to travel more extensively/visit new parts of the world, in the next five years, by socio-economic group and lifestage, March 2007
- Figure 227: Those who plan to travel more extensively/visit new parts of the world, in the next five years, by marital status, March 2007
- Figure 228: Those who plan to travel more extensively/visit new parts of the world, in the next five years, by region and lifestage, March 2007
Future men
- Figure 229: Future goals -- men, by lifestage, March 2007

Men's Changing Lifestyles - UK - July 2007

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