Marketing to Tomorrow's Consumer - UK - October 2007

Table of Contents

• Issues in the Market
• Who are we? -- Comfort Seeker or Goal Driven?
• Mintel research
• Mintel-commissioned research
• Report Synopsis
• Lifestage and Special Groups
• Abbreviations
• Insights and Opportunities
• Targeting the Anxious Comfort Seekers
• Careering towards confidence
• Consolidated financial advice
• Home help
• Free fun
• Targeting the Goal Driven
• Investing in work
• Careering towards autonomy
• Guided risk
• ' Homing' in on investments
• Play hard
• Targeting the Contented Comfort Seekers
• Linked investments
• Financial downsizing
• Home pride
• Educated fun
• Travelling together
• Targeting the Altruistic Adventurers
• Work escapologists
• Family first
• Flexible living
• Adventurous adrenaline rush
• Lifestyle Sector in Brief
• In or out of the comfort zone?
  • Figure 1: In or out of the comfort zone -- an overview of society and comfort level groups, 2007
• When it comes to finance, most like to stay in the comfort zone
• Home is a comfort zone -- but can also be the focus for ambitions
• Good health is comforting if you have it, but may need strict goals to achieve it
• Cars and technology -- status symbols for some, daunting for others
• Leisure can be fine outside the comfort zone...
• ...holidays and travel even more so
• How far from the comfort zone in future? It depends where you are in life
• Everyone needs their own comfort zone
• Who' s Innovating?
• Financial innovations
• Targeting youth to ensure a lucrative future
• Charging for banking services
• Helping customers to save
• Safe as houses?
• Home innovations
• The home bistro
• Free technology attracts new consumers
• Comfort Innovations
• ' Healthy Alcohol'
• Leisure innovations
• In-home entertainment
• IPTV meets Xbox...
• ...and HDTV
• An alternative reality
• Broadening the parameters of ' experiences'
• Sector Environment
• Macro-Economic Factors Influencing the Comfort Zone
• The divorce rate
  • Figure 2: Marriage and divorce trends in the UK, 1996-2012
• Employment trends
  • Figure 3: Employment trends, by gender, 1991-2012
• Interest rate trends
  • Figure 4: Interest rates and variable mortgage rates, July 2006-August 2007
• Housing trends
  • Figure 5: Rising property ownership trends, 1991-2012
• Attitudes and Priorities
• Key Points Summary
• Marketing messages
• Consumer groups
  • Figure 6: Comfort level groups, 2006
• Group 1. Anxious Comfort Seekers (26% of the sample)
• Group 2. Goal Driven (22% of the sample)
• Group 3. Contented Comfort Seekers (26% of the sample)
• Group 4. Altruistic Adventurers (26% of the sample)
• Demographic analysis
• Anxious Comfort Seekers
• Goal-Driven
• Contented Comfort Seekers
• Altruistic Adventurers
• Comfort level groups and life events
  • Figure 7: Comfort level groups -- by summary of recent or planned life events, 2006
• Anxious Comfort Seekers
• Goal Driven
• Contented Comfort Seekers
• Altruistic Adventurers
• Attitudes to life
  • Figure 8: Summary of attitudes to life, 2007
• Are they happy?
• ...very -- if a Contented Comfort Seeker
• Ready for change?
• ...only if able, rather than just willing
• Held back by children
• Able but not necessarily willing
• Life can move faster than plans
• Goals...
• ...and impulses
• Seize the day?
• Yes for the Goal Driven and Altruistic Adventurers
• The importance of education
• Older and more cautious -- responsibility takes hold
• Regrets...
• ...and sacrifices
• Keep on trying?
• Yes for the Goal Driven and Altruistic Adventurers
• Knowing when to give up
• Risk, adventure and challenge
• Not for the Contented Comfort Seekers
• Financial risks are another ball game
• ...and some risks are inevitably unavoidable
• A ' calculated' risk
• A high degree of personal risk is common
• Surprisingly risky for the older, more ' sedate'
• Holidays -- coupled with a keen sense of adventure
• Adventure can be without risk
• Adventure in the more ' mundane' areas
• Of course, ' adventure' is not for everyone...
• ...particularly related to lifestage and past experience
• Actively seeking challenge
• Chasing Success: Careers and Qualifications
• Key Points Summary
• Marketing messages
• Working all hours?
  • Figure 9: Average hours spent working on an average working day -- by comfort level groups, 2006
• Attitudes towards work, career and success
  • Figure 10: Agreement of attitudes to work, career and success -- by comfort level groups, 2006
• Respect and responsibility
• The fine balance between being respected and being liked
• The importance of respect outside the workplace...
• ...parental?
• ...and from grown-up children
• Following instructions
• The marriage of money and responsibility
• Self employment and the search for autonomy
• The distinction between of not wanting responsibility and being told what to do
• Young ' alpha females'
• Family or career?
• The inevitability of sacrifice
• Some regrets -- and missing out?
• Mothers still put family first
  • Figure 11: Summary of focus group findings on respect, responsibility and choosing career over family, 2007
• Career plans and comfort zones
• ' I look on the work I do as a career rather than just a job'
• ' I want to get to the very top in my career'
• ' I would like to set up my own business one day'
• Contented Career Seekers
• Altruistic career paths
• Anxious Career Paths
• Career Driven
• Money-minded: Ambition versus Security in Money Matters
• Key Points Summary
• Marketing messages
• Attitudes towards finance
  • Figure 12: Agreement of attitudes towards lifestyle and money, 2006
• ' I am perfectly happy with my standard of living'
• Older adults are the most contented financially...
• ... but those with children have the greatest financial concerns
• ' How I spend my time is more important than the money I make'
• ' Money is the best measure of success'
• Money management
  • Figure 13: Agreement of attitudes towards money management, 2006
• ' I am very good at managing money'
• ' I usually consult a professional financial adviser before deciding on financial matters'
• Investment, credit and debt
  • Figure 14: Agreement of attitudes towards spending and saving, 2006
• ' I look for profitable ways to invest my money'
• ' Owning stocks and shares is too risky an investment for me'
• ' I don' t like the idea of being in debt'
• ' With a credit card I can buy things I couldn' t normally afford'
• Financial products owned
  • Figure 15: Financial products owned -- by comfort level group, 2006
• Finance and the comfort zone
• A ' calculated risk'
• Back to square one?
• Those with definite Goals
• The fruits of financial risk
• The golden age of contentment
• The financially anxious
• Ambition and the Home: Showcase or Cocoon?
• Key Points Summary
• Marketing messages
• ' Somewhere to come back to' : home and the comfort zone
  • Figure 16: ' I like spending a lot of my free time at home' , agreement/disagreement, 2006
• Home as a financial comfort
• Home -- essential for a sense of security (even for non-home-owners)
• Ambitions begin at home?
• A home goal
• Quality not quantity for the altruistic
• Contented home comfort
• Anxious home seekers
• The look of the place
  • Figure 17: Average hours spent each day on household chores -- by gender and comfort level group, 2006
• Vast majority are clean and tidy
  • Figure 18: Attitudes about being house proud, agreement/disagreement -- by comfort level group, 2006
• Health Targets: Super fit, Risk-taker or Moderation in All Things?
• Key Points Summary
• Marketing messages
• Health and the comfort zone
• Older adults see good health as a source of comfort
• Stringent health goals
• Comfortably healthy -- taking it in their stride
• Anxious health seekers
• Strict health targets
• Health -- for fun
• Smoking and drinking
  • Figure 19: Smoking behaviour -- by comfort level group, 2006
  • Figure 20: Frequent drinkers (those who drink at least two or three times a week), in-home and out -- by comfort level group, 2006
• Attitudes towards health
  • Figure 21: Agreement with attitudes towards health -- by comfort level group, 2006
• ' Because of my busy lifestyle I don' t take care of myself as well as I could'
• ' Most of the time I' m trying to lose weight'
• ' I always think of the calories in what I eat'
• ' I always look for the light/diet versions of food and drink'
• ' I always check the nutritional content of food'
• ' I do some form of sport or exercise at least once a week'
• Fast-Lane Living: Cars and Technology
• Key Points Summary
• Marketing messages
• Cars, technology and the comfort zone
• Fast and Driven
• ' Dream car' for the altruistic types
• Contented Comfort Seekers
• Anxious Comfort Seekers
• Attitudes towards technology
• ' I try to keep up with developments in technology'
  • Figure 22: ' I like to keep up with latest developments in technology' , those definitely agreeing -- by gender and comfort level group, 2006
• Ownership of technology
  • Figure 23: Ownership of new technology, 2006
• Attitudes towards cars
• ' My car should catch people' s attention'
  • Figure 24: ' My car should catch people' s attention' , those agreeing -- by gender and comfort level group, 2006
  • Figure 25: Car number ownership -- by comfort level group, 2006
• Car ownership
• Switching Off: The Adrenaline Rush Versus Relaxation in Leisure Time
• Key points summary
• Marketing messages
• Leisure time and the comfort zone
• Risk and excitement needed for an ' ordinary' life
• Leisure goals
• Altruistic Adrenaline Seekers
• Comfortable Leisure Seekers
• Financial anxiety about leisure activities
• Attitudes towards leisure time
  • Figure 26: Attitudes towards leisure time, strong agreement/disagreement -- by comfort level group, 2006
• ' I prefer to spend a quiet evening at home rather than go out'
  • Figure 27: ' I prefer to spend a quiet evening at home rather than go out, definitely agreeing -- by gender and comfort level group, 2006
• ' I consider myself interested in the arts'
  • Figure 28: ' I consider myself interested in the arts' , definitely agreeing -- by gender and comfort level group, 2006
• ' I enjoy splashing out on a meal in a restaurant'
  • Figure 29: ' I enjoy splashing out on a meal in a restaurant' ,those definitely agreeing -- by gender and comfort level group, 2006
• Comfort eaters?
  • Figure 30: Attitudes towards food -- by comfort level group, 2006
• Going Far: Holidays, Travel and Ambition
• Key Points Summary
• Marketing messages
• Travel and the comfort zone
• Travelling -- from the mundane to the exciting
• Holiday goals
• Younger...
• and Older...
• The altruistic holiday
• Seeking just comfort and relaxation
• Anxious and avoidant
• Holiday habits
  • Figure 31: Number of holidays taken in the last 12 months -- by comfort level group, 2006
• Different kinds of holiday for different kinds of people
  • Figure 32: Types of holiday taken (last holiday/last but one holiday) -- by comfort level group, 2006
• Attitudes towards holidays
  • Figure 33: Agreement of attitudes towards holidays -- by comfort level group, 2006
• ' I prefer to take holidays off the beaten track'
• ' I like to go back to familiar places for holidays'
• ' I like to go somewhere different on holiday every time'
• Ambitions for the Future
• Key Points Summary
• Attitudes towards the future
  • Figure 34: Agreement that ' I like to enjoy life and don' t worry about the future' -- by gender and comfort level group, 2006
• ' I like to enjoy life and don' t worry about the future'
• Future plans
  • Figure 35: Summary of plans over the next 12 months -- by comfort level group, 2006
  • Figure 36: Top three plans over the next 12 months -- by comfort level group, 2006
  • Figure 37: Plans for the future -- by lifestage, 2007
• Older men
• Older women
• Family men
• Family women
• Pre-/no family men and women
• Where is the comfort zone?
• Having it both ways
• It all depends ...
• Some things are riskier than others
• People think differently
• The future is...more comfort seeking?
• Comfort Level Groups
  • Figure 38: Comfort level group -- by demographic sub-group, 2006
• The demographic scenario
  • Figure 39: Comfort level group forecast -- assuming a static scenario, 2007 and 2012
  • Figure 40: Comfort level group neutral forecast-- percentage change during 2007-12
• The rise and fall of comfort seeking?
• The less likely scenario
  • Figure 41: Comfort level group forecast -- assuming a positive scenario, 2007 and 2012
  • Figure 42: Comfort level group positive Forecast -- percentage change during 2007-12
• The more likely scenario
  • Figure 43: Comfort level group forecast -- assuming a negative scenario, 2007 and 2012
  • Figure 44: Comfort level group forecast -- assuming a negative scenario -- percentage changes during 2007-12
• Other macro-economic factors affecting the future...
• Appendix
• Sector environment
  • Figure 45: Marriage and divorce trends in the UK, 1996-2012
  • Figure 46: Trends in employment and unemployment, 1991-2012
  • Figure 47: Trends in employment and unemployment -- by gender 1991-2012
  • Figure 48: Trends in employment and unemployment, 1991-2012
  • Figure 49: The rise of owner-occupation, 1991-2012
• Attitudes and priorities
  • Figure 50: Comfort level group -- by lifestage and demographic sub-group, 2006
  • Figure 51: Comfort level group -- by recent or planned life events, 2006
  • Figure 52: Attitudes to life -- by comfort level group, 2006
  • Figure 53: Agreement/disagreement that ' I am very happy with my life as it is' -- by demographic sub-group, 2006
  • Figure 54: Agreement/disagreement that ' There' s little i can do to change my life' -- by demographic sub-group, 2006
  • Figure 55: Agreement/disagreement that ' You should seize opportunities in life when they arise' -- by demographic sub-group, 2006
  • Figure 56: Agreement/disagreement that ' If at first you do not succeed, you must keep on trying' -- by demographic sub-group, 2006
  • Figure 57: Agreement/disagreement that ' I like taking risks' -- by demographic sub-group, 2006
  • Figure 58: Agreement/disagreement that ' I have a keen sense of adventure' -- by demographic sub-group, 2006
  • Figure 59: Agreement/disagreement that ' I like to pursue a life of challenge, novelty and change' -- by demographic sub-group, 2006
• Chasing success: careers and qualifications
  • Figure 60: Average hours spent working on an average working day -- by comfort level group, 2006
  • Figure 61: Average hours spent working on an average working day -- men by comfort level group, 2006
  • Figure 62: Average hours spent working on an average working day -- women by comfort level group, 2006
  • Figure 63: Attitudes to work, career and success -- by comfort level group, 2006
  • Figure 64: Agreement/disagreement that ' It' s important my family thinks I' m doing well' -- by demographic sub-group, 2006
  • Figure 65: Agreement/disagreement that ' It' s important to me to feel respected by my peers' -- by demographic sub-group, 2006
  • Figure 66: Agreement/disagreement that ' I don' t want responsibility, I' d rather be told what to do' -- by demographic sub-group, 2006
  • Figure 67: Agreement/disagreement that ' I am willing to sacrifice time with my family in order to get ahead' -- by demographic sub-group, 2006
  • Figure 68: Agreement/disagreement that ' I look on the work i do as a career rather than just a job' -- by demographic sub-group, 2006
  • Figure 69: Agreement/disagreement that ' I look on the work I do as a career rather than just a job' -- men by demographic sub-group, 2006
  • Figure 70: Agreement/disagreement that ' I look on the work I do as a career rather than just a job' -- women by demographic sub-group, 2006
  • Figure 71: Agreement/disagreement that ' I want to get to the very top in my career' -- by demographic sub-group, 2006
  • Figure 72: Agreement/disagreement that ' I want to get to the very top in my career' -- men by demographic sub-group, 2006
  • Figure 73: Agreement/disagreement that ' I want to get to the very top in my career' -- women by demographic sub-group, 2006
  • Figure 74: Agreement/disagreement that ' I would like to set up my own business one day' -- by demographic sub-group, 2006
• Money-minded: Ambition versus security in money matters
  • Figure 75: Attitudes to finance -- by comfort level group, 2006
  • Figure 76: Agreement/disagreement that ' I am perfectly happy with my standard of living' -- by demographic sub-group, 2006
  • Figure 77: Agreement/disagreement that ' How I spend my time is more important than the money i make' -- by demographic sub-group, 2006
  • Figure 78: Agreement/disagreement that ' Money is the best measure of success' -- by demographic sub-group, 2006
  • Figure 79: Agreement/disagreement that ' I am very good at managing money' -- by comfort level group, 2006
  • Figure 80: Agreement/disagreement that ' I usually consult a professional financial adviser before deciding on financial matters' -- by comfort level group, 2006
  • Figure 81: Agreement/disagreement that ' I look for profitable ways to invest my money' -- by comfort level group, 2006
  • Figure 82: Agreement/disagreement that ' Owning stocks and shares is too risky an investment for me' -- by comfort level group, 2006
  • Figure 83: Agreement/disagreement that ' I don' t like the idea of being in debt' -- by comfort level group, 2006
  • Figure 84: Agreement/disagreement that ' With a credit card I can buy things I couldn' t normally afford' -- by comfort level group, 2006
  • Figure 85: financial products owned -- by comfort level group, 2006
• Ambition and the home: showcase or cocoon?
  • Figure 86: Average hours spent each day on household chores -- by comfort level group, 2006
  • Figure 89: Agreement/disagreement that ' I' m always looking for new ideas to improve my home' -- by comfort level group, 2006
  • Figure 90: Agreement/disagreement that ' I change the decorations at home as often as i can' -- by comfort level group, 2006
• Health Targets: Super fit, Risk-taker or Moderation in all things?
  • Figure 91: Agreement/disagreement that ' Because of my busy lifestyle i don' t take care of myself as well as i could' -- by comfort level group, 2006
  • Figure 92: Agreement/disagreement that ' Because of my busy lifestyle, I don' t take care of myself as well as I could' -- men by comfort level group, 2006
  • Figure 93: Agreement/disagreement that ' Because of my busy lifestyle, I don' t take care of myself as well as I should' -- women by comfort level group, 2006
  • Figure 94: Smoking behaviour -- by comfort level group and gender, 2006
  • Figure 95: Drinking behaviour -- by comfort level group and gender, 2006
  • Figure 96: Agreement/disagreement that ' Most of the time I' m trying to lose weight' -- by comfort level group, 2006
  • Figure 97: Agreement/disagreement that ' Most of the time I' m trying to lose weight' -- men by comfort level group, 2006
  • Figure 98: Agreement/disagreement that ' Most of the time I' m trying to lose weight' -- women by comfort level group, 2006
  • Figure 99: Agreement/disagreement that ' I always think of the calories in what I eat' -- by comfort level group, 2006
  • Figure 100: Agreement/disagreement that ' I always think of the calories in what I eat' -- men by comfort level group, 2006
  • Figure 101: Agreement/disagreement that ' I always think of the calories in what I eat' -- women by comfort level group, 2006
  • Figure 102: Agreement/disagreement that ' I always check the nutritional content of food' -- by comfort level group, 2006
  • Figure 103: Agreement/disagreement that ' I always check the nutritional content of food' -- men by comfort level group, 2006
  • Figure 104: Agreement/disagreement that ' I always check the nutritional content of food' -- women by comfort level group, 2006
  • Figure 105: Agreement/disagreement that ' I always look for the light/diet versions of food and drink' -- by comfort level group, 2006
  • Figure 106: Agreement/disagreement that ' I always look for the light/diet versions of food and drink' -- men by comfort level group, 2006
  • Figure 107: Agreement/disagreement that ' I always look for the light/diet versions of food and drink' -- women by comfort level group, 2006
  • Figure 108: Agreement/disagreement that ' I do some form of sport or exercise at least once a week' -- by comfort level group, 2006
  • Figure 109: Agreement/disagreement that ' I do some form of sport or exercise at least once a week' -- men by comfort level group, 2006
  • Figure 110: Agreement/disagreement that ' I do some form of sport or exercise at least once a week' -- women by comfort level group, 2006
• Fast-Lane Living: Cars and Technology
  • Figure 111: Agreement/disagreement that ' I try to keep up with developments in technology' -- by comfort level group, 2006
  • Figure 112: Agreement/disagreement that ' I try to keep up with developments in technology' -- men by comfort level group, 2006
  • Figure 113: Agreement/disagreement that ' I try to keep up with developments in technology' -- women by comfort level group, 2006
  • Figure 114: Selected new technology items have in home -- by comfort level group, 2006
  • Figure 115: Agreement/disagreement that ' My car should catch people' s attention' -- by comfort level group, 2006
  • Figure 116: Agreement/disagreement that ' My car should catch people' s attention' -- men by comfort level group, 2006
  • Figure 117: Agreement/disagreement that ' My car should catch people' s attention' -- women by comfort level group, 2006
  • Figure 118: Number of cars in household -- by comfort level group, 2006
  • Figure 119: Type of car owned -- by comfort level group, 2006
• Switching Off: The Adrenaline Rush Versus Relaxation in Leisure Time
  • Figure 120: Agreement/disagreement that ' I prefer to spend a quiet evening at home rather than go out' -- by comfort level group, 2006
  • Figure 121: Agreement/disagreement that ' I prefer to spend a quiet evening at home rather than go out' -- men by comfort level group, 2006
  • Figure 122: Agreement/disagreement that ' I prefer to spend a quiet evening at home rather than go out' -- women by comfort level group, 2006
  • Figure 60: Agreement/disagreement that ' I consider myself interested in the arts' -- by comfort level group, 2006
  • Figure 123: Agreement/disagreement that ' I consider myself interested in the arts' -- men by comfort level group, 2006
  • Figure 124: Agreement/disagreement that ' I consider myself interested in the arts' -- women by comfort level group, 2006
  • Figure 125: Agreement/disagreement that ' I enjoy splashing out on a meal in a restaurant' -- by comfort level group, 2006
  • Figure 126: Agreement/disagreement that ' I enjoy splashing out on a meal in a restaurant' -- men by comfort level group, 2006
  • Figure 127: Agreement/disagreement that ' I enjoy splashing out of a meal in a restaurant' -- women by comfort level group, 2006
  • Figure 128: Agreement/disagreement that ' I like to try out new food products' -- by comfort level group, 2006
  • Figure 129: Agreement/disagreement that ' I enjoy eating foreign food' -- by comfort level group, 2006
  • Figure 130: Agreement/disagreement that ' I like to try new recipes' -- by comfort level group, 2006
• Going Far: Holidays, Travel and Ambition
  • Figure 131: number of holidays taken in past 12 months -- by comfort level group, 2006
  • Figure 132: Type of holiday taken (last and/or last but one) -- by comfort level group, 2006
  • Figure 133: Agreement/disagreement that ' I prefer to take holidays off the beaten track' -- by comfort level group, 2006
  • Figure 134: Agreement/disagreement that ' I like to go back to familiar places for holidays' -- by comfort level group, 2006
  • Figure 135: Agreement/disagreement that ' I like to go somewhere different on holiday every time' -- by comfort level group, 2006
• Ambitions for the future
  • Figure 136: Agreement/disagreement that ' I like to enjoy life and don' t worry about the future' -- by comfort level group, 2006
  • Figure 137: Agreement/disagreement that ' I like to enjoy life and don' t worry about the future' -- men by comfort level group, 2006
  • Figure 138: Agreement/disagreement that ' I like to enjoy life and don' t worry about the future' -- women by comfort level group, 2006
  • Figure 139: Plans over the next 12 months -- by life event and comfort level group, 2006