Report: American Living

Abstract

This annual report identifies five underlying lifestyle and demographic themes that have significant implications for businesses.

Theme #1: Green Shopping

The Green Shopping theme covers the consumer purchase of environmentally friendly goods, as covered in Mintels 2007 reports. Green shopping has infiltrated nearly all categories of consumer goods. This theme focuses specifically on shopping as part of a green lifestyle and how the trend truly “grew legs” in 2007.

Theme #2: The Eco-Echo Boomer

The Eco-Echo Boomer theme looks at the generation that is the primary adopter of green living trends that are becoming intertwined in all aspects of domestic life. Self-assured and somewhat defiant, this cohort has a greater focus on the environment. Travel has given Echo Boomers a more global perspective, impacting decisions they make as consumers.

Theme #3: A Boost for Boomers; in a Bottle, in a Box

This theme covers functional foods and beverages specifically targeting the Baby Boomer generation. With age comes a plethora of health issues. This report looks at segments within the generation, and details how Boomers are motivated by health issues. Distinct differences emerge when looking at the younger versus older Boomer, particularly relating to health concerns.

Theme #4: Retirement redefined

What will life be like for retired Boomers? This theme discusses a generation that is working longer and struggling to pay for retirement. Retirement funds for Boomers will come less from Social Security and pensions than previous generations, and more on their own investments, such as IRAs and 401k accounts. This theme highlights leisure time activities that will appeal to this group, with a particular focus on travel.

Theme #5: Premium Food and Beverage

There are no standard terms for any products or preparations, and yet, or perhaps as a result, the premium concept has infiltrated nearly all food and beverage categories. Indeed, premium could almost be used to describe an aspirational lifestyle attribute more than a positioning claim on a food package. Trends have emerged, yet at the core are a growing number of product offerings that encourage consumers to make more conscientious decisions about what they place in their grocery carts.