Report: Women's Changing Lifestyles - UK

Issues in the Market
In control of their destinies? -- the priorities and concerns of 21st Century women
Report synopsis
Sector environment
What matters to women?
Family women
Women at home
Women in the community
Women at work
Women and money
Women and health
Women and their looks
Techie women
Ladies of leisure
Is the future female?
Mintel research
Lifestage and Special Groups
Related reports
Abbreviations
Lifestyle Sector in Brief
Having it all is important for pre-/no family women
Children come first for women with families
Third age women focus on health and home
Career Wise women -- good all-rounders
Prudence is the key to attracting the Sensible, Steady and Strong group
Tradition is all for Home Bodies
Fun, fun, fun -- what life is all about for Hedonists
Insights and Opportunities
No one to help out
Satisfying the consumer
Help to shed the pounds
Retail therapy
Men and women are different creatures
Seeing the world
Fast Forward Trends
Trend 1 -- Gender agenda
What is it?
Market touch points and implications
Trend 2 -- I-Sculpting
What is it?
Market touch points and implications
Trend 3: I-Creative
What is it?
Market touch points and implications
Trend 4: Many Mes, the Multiplex Consumer
What is it?
Market touch points and implications
Who' s Innovating?
Clothing
Online inspiration
Magic mirror
Cosmetics
Green and Ethical
Health
Testing innovations
Finance
A woman' s touch
Sector Environment
Women in the population
- Figure 1: The female population, by age group, 2002-12
Marriage and childbirth
- Figure 2: Average age at first marriage and at birth of first child, 1971-2005
Demographic profiles
- Figure 3: Women, by lifestage group, March 2007
Pre-/no family women
Family women
Third age women
Retired women
What Matters to Women?
Key points
Marketing messages
Different kinds of woman
- Figure 4: Women typology groups, 2007
Women' s priorities
Pre-/no family women want it all
A child-centred life
Focusing on themselves
Making the most of life
Women' s concerns
Establishing themselves
Putting others first
The sandwich generation
Health is the key factor for retired women
Family Women
Key points
Marketing messages
Women' s relationships
- Figure 5: Women' s current and past relationships, March 2007
No commitments
Living together
Married bliss?
Relationships through the ages
Family matters
- Figure 6: Child-focused priorities, by women' s age, March 2007
Exams versus activities
Family concerns
- Figure 7: Family-based concerns, March 2007
Women at Home
Key points
Marketing messages
The way it looks
- Figure 8: Those for whom ' Making my home look the way I want it to' is a priority, by age, March 2007
A roof over her head
Ownership of mortgages
Worries about home ownership
A range of views on the home
Future home
Women in the Community
Key points
Marketing messages
Charitable women
- Figure 9: Those whose priorities include helping in the community or with charitable causes, by lifestage, March 2007
Ethical stances
- Figure 10: Attitudes towards environmental and ethical issues, by typology group, 2007
Women at Work
Key points
Marketing messages
Career as a priority
- Figure 11: Those for whom career success is a priority in life -- working women/students, by age group, March 2007
- Figure 12: Those for whom career success is a priority in life -- working women/students, by socio-economic group, March 2007
Changes in attitudes
Job worries
What does work mean to women?
Work-related goals
- Figure 13: Work-related goals, March 2007
Women and Money
Key points
Marketing messages
Money as a priority
- Figure 14: Those for whom financial security is a priority, by age group, March 2007
Managing money
Money worries
Figure 15: Current financial concerns for women, March 2007
Struggling to get by
Children can be a financial strain...
...and it can go on and on
Retirement provision
Paying the mortgage
Living with debt
Financial goals
Paying of mortgages
Clearing non-mortgage debt
Women and Health
Key points
Marketing messages
Prioritising health
- Figure 16: Those for whom having a healthy lifestyle is a priority in life, by age group, March 2007
The peaks and troughs of health awareness
Concerned about health...
...particularly in the older age groups
- Figure 17: Those for whom their own health problems, or those of others in their family, are current concerns, by age group, March 2007
Female smokers
Health and weight
No link between obesity and smoking
More exercise needed
Health issues
Looking after themselves
A healthy point of view?
Drinking habits
- Figure 18: Frequency of drinking alcohol, by typology group, 2007
- Figure 19: Those who drink in and out of home more than once a week, by typology group, 2007
Health targets
- Figure 20: Health targets, March 2007
The desire to be slim goes across all ages
Women and their Looks
Key points
Marketing messages
Appearance as a priority
- Figure 21: Those for whom making the most of their appearance is a priority in life, by age group, March 2007
Spending on skincare...
...and cosmetics
Career Wise and Hedonists -- the main targets
- Figure 22: Average monthly spend on cosmetics and skincare, by typology group, 2007
Women and clothes
- Figure 23: Those for whom buying clothes is a priority in life, by age group, March 2007
Spending on clothes
- Figure 24: Average amount spent per year on clothing, 2007
Older women do dress differently
ABs can indulge themselves
Dressing for work?
- Figure 25: Average amount spent per year on clothing, by working status, 2007
Being overweight can put women off buying clothes
Clothes expenditure by typology groups
- Figure 26: Average spend on clothes in the last 12 months, by typology group, 2007
Keeping up appearances
Career Wise women like to look good
- Figure 27: Attitudes towards appearance, by typology group, 2007
Retail therapy
Techie-women
Key points
Marketing messages
Prioritising technology and cars
Women and wheels
Not everybody can drive
- Figure 28: Those with a full driving licence, by socio-economic group, 2007
Career Wise women are the keenest on cars
Choosing a car
Planning to get a new car?
Technology ownership
- Figure 29: Ownership of new technology items, 2007
iPods are very popular among the young...
...but the other products remain marginal
Career Wise women lead the way (again!)
The iPod Generation
- Figure 30: ipod Generation typologies, December 2006
Ladies of Leisure
Key points
Marketing messages
Not enough time for leisure?
It' s good to be retired!
- Figure 31: Those for whom not having time for themselves is a current concern, by lifestage, March 2007
Leisure as a priority
- Figure 32: Leisure priorities, March 2007
Views on what to do with leisure time vary with age
Pursuing their own interests
Going out and socialising
- Figure 33: Leisure as a priority, by age group, March 2007
Anyone for tennis?
Sport is not a priority for most women
Women and culture
Especially if you are Career Wise...
...and Sensible, Steady and Strong
Leisure plans
- Figure 34: Leisure-related goals, March 2007
Reaching 40 could be a turning point for many women
- Figure 35: Leisure-related goals over the next five years, by age group, March 2007
Affluent equals leisured
Leisure can ease loneliness
Travelling Women
Travelling plans
- Figure 36: Those for whom travel is a priority and those who aim to travel more extensively/visit new parts of the world, by age, March 2007
Is the Future Female?
Future goals
Pre-/no family women
Family women
Third age women
Retired women
A portrait of today' s women
Career Wise (22%)
Sensible, Steady and Strong (32%)
Home Bodies (20%)
Hedonists (26%)
Forecasting more ' homely' women in the future?
Women' s typologies
- Figure 37: Women typology group, by age, socio-economic group and lifestage, 2007
The demographic scenario
- Figure 38: Forecast of women typology groups -- assuming a static scenario, 2007 and 2012
The more realistic demographic scenario...
- Figure 39: Women' s lifestyle typologies, by projected lifestage, assuming people keep their attitudes as they move through different lifestages, 2007
...which looks like this
- Figure 40: Forecast of women' s lifestyle typologies -- assuming a more realistic scenario, 2007 and 2012
- Figure 41: A snapshot view of the relative rise and fall of each typology over the next five years, 2007
Appendix
Sector environment
- Figure 42: Women in the population, by age, 2002-12
- Figure 43: Average age of mother when giving birth, England and Wales, 1971-2005
- Figure 44: Fertility rates, by age of mother at childbirth, UK, 1971-2005
- Figure 45: Completed family size, by year of birth of woman, UK, 1922-92
- Figure 46: Average age at first marriage, by gender, England and Wales, 1971-2005
- Figure 47: Age gap between males and females at marriage, England and Wales, 1963 and 2006
- Figure 48: Non-married people cohabiting, by marital status and gender, Great Britain, 2005
- Figure 49: Dependent children, by family type, Great Britain, 1972-2006
- Figure 50: Pre-/no family women, by age, socio-economic group, marital status, working status, household earning pattern, household size, number of adults in household, presence of children, region, tenure and household status, March 2007
- Figure 51: Family women, by age, socio-economic group, marital status, working status, household earning pattern, household size, number of adults in household, presence of children, region, tenure, household status and age of children in household, March 2007
- Figure 52: Third age women, by age, socio-economic group, marital status, working status, household earning pattern, household size, number of adults in household, presence of children, region, tenure and household status, March 2007
- Figure 53: Retired women, by age, socio-economic group, marital status, working status, household earning pattern, household size, number of adults in household, presence of children, region, tenure and household status, March 2007
What matters to women?
- Figure 54: Typology groups, by age, socio-economic group, marital status, working status, lifestage, presence of children and detailed lifestage groups, 2007
- Figure 55: Typology groups, by agreement with the lifestyle statements, 2007
- Figure 56: Current priorities -- women, by lifestage, March 2007
- Figure 57: Current concerns -- women, by lifestage, March 2007
Family women
- Figure 58: Relationship status -- women, by age group, March 2007
- Figure 59: Relationship status -- women, by lifestage, March 2007
- Figure 60: Relationship status -- women, by age of children, March 2007
- Figure 61: Relationship status -- women, by marital status, March 2007
- Figure 62: Those for whom their children' s academic and out-of-school activities are a priority, by age group, and socio-economic group, March 2007
- Figure 63: Those for whom their children' s academic and out-of-school activities are a priority, by age of children, March 2007
- Figure 64: Those for whom their children' s academic and out-of-school activities are a priority, by detailed lifestage groups, March 2007
- Figure 65: Family-related concerns, by age group, March 2007
- Figure 66: Family-related concerns, by lifestage, March 2007
- Figure 67: Family-related concerns, by age of own children, March 2007
- Figure 68: Family-related concerns, by marital status, March 2007
- Figure 69: Family-related concerns, by detailed lifestage groups, March 2007
- Figure 70: Family-related concerns, by relationship status, March 2007
Women at home
- Figure 71: Those for whom ' Making my home look the way I want it to' is a priority, by age group, March 2007
- Figure 72: Those for whom ' Making my home look the way I want it to' is a priority, by socio-economic group, March 2007
- Figure 73: Those for whom ' Making my home look the way I want it to' is a priority, by marital status, March 2007
- Figure 74: Those for whom ' Making my home look the way I want it to' is a priority, by household tenure, March 2007
- Figure 75: Those for whom ' Making my home look the way I want it to' is a priority, by detailed lifestage groups, March 2007
- Figure 76: Those with a mortgage, by age, socio-economic group, marital status, working status, lifestage, presence of children, detailed lifestage groups and typology, 2007
- Figure 77: Those who are concerned about being able to afford to buy a property/move to a larger property, by age group, March 2007
- Figure 78: Those who are concerned about being able to afford to buy a property/move to a larger property, by socio-economic group, March 2007
- Figure 79: Those who are concerned about being able to afford to buy a property/move to a larger property, by marital status, March 2007
- Figure 80: Those who are concerned about being able to afford to buy a property/move to a larger property, by number and age of children, March 2007
- Figure 81: Those who are concerned about being able to afford to buy a property/move to a larger property, by household tenure, March 2007
- Figure 82: Those who are concerned about being able to afford to buy a property/move to a larger property, by detailed lifestage groups, March 2007
- Figure 83: Attitudes towards the home, by typology groups, 2007
- Figure 84: Those planning house moves/home improvements over the next five years, by age group, March 2007
- Figure 85: Those planning house moves/home improvements over the next five years, by socio-economic group, March 2007
- Figure 86: Those planning house moves/home improvements over the next five years, by marital status, March 2007
- Figure 87: Those planning house moves/home improvements over the next five years, by household tenure, March 2007
- Figure 88: Those planning house moves/home improvements over the next five years, by number and age of children, March 2007
- Figure 89: Those planning house moves/home improvements over the next five years, by detailed lifestage groups, March 2007
Women in the community
- Figure 90: Those whose priorities include helping in the community or with charitable causes, by age group, March 2007
- Figure 91: Those whose priorities include helping in the community or with charitable causes, by socio-economic group, March 2007
- Figure 92: Those whose priorities include helping in the community or with charitable causes, by working status, March 2007
- Figure 93: Those whose priorities include helping in the community or with charitable causes, by household size, number and age of children, March 2007
- Figure 94: Those whose priorities include helping in the community or with charitable causes, by detailed lifestage groups, March 2007
Figure 95: Attitudes towards environmental and ethical issues, by typology group, 2007
Women at work
- Figure 96: Those for whom career success is a priority in life -- working women/students, by age group, March 2007
- Figure 97: Those for whom career success is a priority in life -- working women/students, by socio-economic group, March 2007
- Figure 98: Those for whom career success is a priority in life -- working women/students, by working status, March 2007
- Figure 99: Those for whom career success is a priority in life -- working women/students, by age of children, March 2007
- Figure 100: Those for whom career success is a priority in life -- working women/students, by detailed lifestage groups, March 2007
- Figure 101: Employment-related concerns -- working women, by age group, March 2007
- Figure 102: Employment-related concerns -- working women, by socio-economic group, March 2007
- Figure 103: Employment-related concerns -- working women, by working status, March 2007
- Figure 104: Employment-related concerns -- working women, by household working status, March 2007
- Figure 105: Employment-related concerns -- working women, by detailed lifestage groups, March 2007
- Figure 106: Attitudes towards work and career, by typology group, 2007
- Figure 107: Work-related goals -- working women, by age group, March 2007
- Figure 108: Work-related goals -- working women, by socio-economic group, March 2007
- Figure 109: Work-related goals -- working women, by working status, March 2007
- Figure 110: Work-related goals -- working women, by household working status, March 2007
- Figure 111: Work-related goals -- working women, by detailed lifestage groups, March 2007
Women and money
- Figure 112: Those for whom financial security is a priority, by age group, March 2007
- Figure 113: Those for whom financial security is a priority, by socio-economic group, March 2007
- Figure 114: Those for whom financial security is a priority, by marital status, March 2007
- Figure 115: Those for whom financial security is a priority, by household working status, March 2007
- Figure 116: Those for whom financial security is a priority, by detailed lifestage groups, March 2007
- Figure 117: Attitudes towards finance, by typology group, 2007
- Figure 118: Those for whom finance is a current concern, by age group, March 2007
- Figure 119: Those for whom finance is a current concern, by socio-economic group, March 2007
- Figure 120: Those for whom finance is a current concern, by marital status, March 2007
- Figure 121: Those for whom finance is a current concern, by age of children, March 2007
- Figure 122: Those for whom finance is a current concern, by detailed lifestage groups, March 2007
- Figure 123: Finance-related goals, by age group, March 2007
- Figure 124: Finance-related goals, by detailed lifestage groups, March 2007
Women and Health
- Figure 125: Those for whom having a healthy lifestyle is a priority in life, by age group, March 2007
- Figure 126: Those for whom having a healthy lifestyle is a priority in life, by socio-economic group, March 2007
- Figure 127: Those for whom having a healthy lifestyle is a priority in life, by detailed lifestage groups, March 2007
- Figure 128: Those for whom their own health problems, or those of others in their family, are current concerns, by age group, March 2007
- Figure 129: Those for whom their own health problems, or those of others in their family, are current concerns, by socio-economic group, March 2007
- Figure 130: Those for whom their own health problems, or those of others in their family, are current concerns, by marital status, March 2007
- Figure 131: Those for whom their own health problems, or those of others in their family, are current concerns, by detailed lifestage groups, March 2007
- Figure 132: Those who have smoked in the last 12 months, by age, socio-economic group, marital status, working status, lifestage, presence of children and detailed lifestage groups, 2007
- Figure 133: Those who have smoked in the last 12 months, by Body Mass Index and socio-economic group, 2007
- Figure 134: Fitness/health-related activities participated in at least once a week, by Body Mass Index and socio-economic group, 2007
- Figure 135: Ailments suffered from, by Body Mass Index and socio-economic group, 2007
- Figure 136: agreement/disagreement that ' I really look after my health' , by Body Mass Index and socio-economic group, 2007
- Figure 137: Agreement/disagreement that ' Because of my busy lifestyle I don' t take care of myself as well as I should' , by Body Mass Index and socio-economic group, 2007
- Figure 138: Agreement/disagreement that ' I consider my diet to be very healthy' , by Body Mass Index and socio-economic group, 2007
- Figure 140: Those who have smoked in the last 12 months, by typology groups, 2007
- Figure 141: Fitness/health-related activities participated in at least once a week, by typology groups, 2007
- Figure 142: Ailments suffered from, by typology groups, 2007
- Figure 143: Attitudes towards health, by typology groups, 2007
- Figure 144: Alcohol consumption, by typology group, 2007
- Figure 145: Health-related goals over the next five years, by age group, March 2007
- Figure 146: Health-related goals over the next five years, by socio-economic group, March 2007
- Figure 147: Health-related goals over the next five years, by marital status, March 2007
- Figure 148: Health-related goals over the next five years, by detailed lifestage groups, March 2007
Women and Their Looks
- Figure 149: Those for whom making the most of their appearance is a priority in life, by age group, March 2007
- Figure 150: Those for whom making the most of their appearance is a priority in life, by marital status, March 2007
- Figure 151: Those for whom making the most of their appearance is a priority in life, by working status, March 2007
- Figure 152: Those for whom making the most of their appearance is a priority in life, by detailed lifestage groups, March 2007
- Figure 153: Average amount spent per month on cosmetics and skincare, by age, socio-economic group, marital status, working status, lifestage, Body Mass Index and socio-economic group and detailed lifestage groups, March 2007
- Figure 154: Amount spent per month on cosmetics and skincare, by typology groups, 2007
- Figure 155: Those for whom buying clothes is a priority in life, by age group, March 2007
- Figure 156: Those for whom buying clothes is a priority in life, by marital status, March 2007
- Figure 157: Those for whom buying clothes is a priority in life, by working status, March 2007
- Figure 158: Those for whom buying clothes is a priority in life, by detailed lifestage groups, March 2007
- Figure 159: Average amount spent per year on clothing, by age, socio-economic group, marital status, working status, lifestage, Body Mass Index and socio-economic group and detailed lifestage groups, 2007
- Figure 160: Average spend on clothes in the last 12 months, by typology groups, March 2007
- Figure 161: Attitudes towards appearance, by typology group, 2007
Techie women
- Figure 162: Cars and audio-visual equipment as priorities in life, by age group, March 2007
- Figure 163: Cars and audio-visual equipment as priorities in life, by lifestage, working and marital status, March 2007
- Figure 164: Those with full driving licence, by age, socio-economic group, marital status, working status, lifestage, presence of children, Body Mass Index and socio-economic group and detailed lifestage groups,, 2007
- Figure 165: Car ownership and decision-making, by typology group, 2007
- Figure 166: Attitudes towards cars, by typology groups, 2007
- Figure 167: Those who plan to get a newer/better car in the next five years, by age group, March 2007
- Figure 168: Those who plan to get a newer/better car in the next five years, by socio-economic group, March 2007
- Figure 169: Those who plan to get a newer/better car in the next five years, by marital status, March 2007
- Figure 170: Those who plan to get a newer/better car in the next five years, by detailed lifestage groups, March 2007
- Figure 171: Ownership of selected new technology items, by age, socio-economic group, marital status, working status, lifestage, presence of children, Body Mass Index and socio-economic group and detailed lifestage groups,, 2007
- Figure 172: Attitudes towards technology and the Internet, by typology groups, 2007
- Figure 173: Ownership of technology, by technology typologies, December 2006
- Figure 174: planned purchase of technology in next six months, by technology typologies, December 2006
- Figure 175: Online activities in the last six months -- women, by technology typologies, December 2006
Ladies of leisure
- Figure 176: Those for whom not having time for themselves is a current concern, by age group, March 2007
- Figure 177: Those for whom not having time for themselves is a current concern, by socio-economic group, March 2007
- Figure 178: Those for whom not having time for themselves is a current concern, by marital status, March 2007
- Figure 179: Those for whom not having time for themselves is a current concern, by working status, March 2007
- Figure 180: Those for whom not having time for themselves is a current concern, by number and age of children, March 2007
- Figure 181: Those for whom not having time for themselves is a current concern, by marital status, March 2007
- Figure 182: Leisure as a priority, by age group, March 2007
- Figure 183: Leisure as a priority, by socio-economic group, March 2007
- Figure 184: Leisure as a priority, by marital status, March 2007
- Figure 185: Leisure as a priority, by working status, March 2007
- Figure 186: Leisure as a priority, by detailed lifestage groups, March 2007
- Figure 187: Cultural activities/ events attended, by typology, 2007
- Figure 188: Leisure-related goals over the next five years, by age group, March 2007
- Figure 189: Leisure-related goals over the next five years, by socio-economic group, March 2007
- Figure 190: Leisure-related goals over the next five years, by marital status, March 2007
- Figure 191: Leisure-related goals over the next five years, by working status, March 2007
- Figure 192: Leisure-related goals over the next five years, by detailed lifestage groups, March 2007
- Figure 193: Travel as a priority, by age group, March 2007
- Figure 194: Travel as a priority, by socio-economic group, March 2007
- Figure 195: Travel as a priority, by marital status, March 2007
- Figure 196: Travel as a priority, by detailed lifestage groups, March 2007
- Figure 197: Those with travel plans over the next five years, by age group, March 2007
- Figure 198: Those with travel plans over the next five years, by socio-economic group, March 2007
- Figure 199: Those with travel plans over the next five years, by marital status, March 2007
- Figure 200: Those with travel plans over the next five years, by detailed lifestage groups, March 2007
Is the Future Female?
- Figure 201: Future goals -- women, by lifestage, March 2007

Women's Changing Lifestyles - UK - October 2007

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