MINTEL 2018

AMERICAN
LIFESTYLES
OFFICIAL STORE

Mintel
COMPREHENSIVE ANALYSIS.
EXPERT INSIGHT. AMERICAN LIFESTYLES
Reports Point of sale
market data
Utilize IRI point
of sale data
Consumer
behaviours
Understand
consumers’
Company
strategy
Understand the
strategic moves
After seeing that the divisive political climate did
little to disrupt the economy in 2017, Americans are
rolling with the punches this year.

The headlines may be highlighting the Russia

CONTENTS

Hot Topics
Over 1,000 global to see exactly
what consumers
buying
behaviors,
of key players
to see what’s
investigation, trade tariffs, mid-term elections; and
across the country, Americans are speaking up and
are purchasing habits and working
consumer markets purchase
influencers
fueling social movements related to everything from
advancing gender equality to gun control reform;
America Today
but, for most Americans, the focus is on the low
at your fingertips. Dana Macke
Associate Director,
unemployment rates and rising wages that have
kept their finances stable.
Lifestyles & Leisure
While many Americans entered 2017 with some
Understand the market. Market Size Demographic Product
concerns about the country, today, they feel
Food
Evaluate the breakdown innovation
like they’re standing on more solid ground. The
Know your consumer. size of your From Identify and
economy continues its upward trajectory, riding
market and Millennials to evaluate new
the momentum of low unemployment and rising
See the future. the 5-year Baby Boomers, products with
household income, and pushing consumer
forecasted assess how each our Global Drink
confidence to new heights. As a result, consumer
growth rate group spends New Product
spending has improved over the last year, with
FIND YOUR REPORT Database
discretionary categories such as dining out and
entertaining experiencing above-average growth.
Beauty
Three quarters of Americans describe their financial
situations in 2018 as either “healthy” or “okay,”
Market Representative Opportunities
showing that the majority of the country is on solid
Segmentation sample Assess the
financial ground, a situation we’ve more or less
Identify the Evaluate areas of growth
been in over the past two years. Financial health Leisure
various market consumers and potential
is a boon for nearly all markets, as consumers feel
segments and accurately market
confident in spending on essentials, as well as in
how they’re with data from opportunities
discretionary categories.
performing real-world
consumers
Americans’ outlook for the future is positive. Expect American Made
to see consumers continue with their habitual
Accessories

spending, undeterred. Companies and brands may

AMERIC
AN
MARKETS LIFESTYLES:
US, APRI IN MOTION
L 2018
not have to worry about encouraging spending
BRITISH
LIFESTY
LES: REINVI
GORATING
BRAND
BRITAIN
, UK - APRIL
2018
The consu
mer
Savvy shopp FIGURE
spending ing habit 1: CHAN 15
JANUARY GES IN SPEND
levels stables keep 2018 ING HABIT

Get 20% off the new American

S IN THE

this year, but will be challenged to improve their

Despite “Thinking LAST 12
rising inflatio about your MONTHS,
and the n during you spent spending
resulting the year more, less over the
finances, squeeze Please select
the on househ or about past 12 month
their spendi majority of people old one per the
category.” same in each of s, would
January
ng in the
12
felt that the follow you say have
2018 remain months ending ing catego
the previou ed consis ries?
s year. That tent with
consumers is
were ignoran not to say that
but rather t to price
is testam rises,

marketing communications to better reflect racial

honed savvy ent to their
shopping now well-
have enable abilities,
d them to which

Lifestyles report with the code US2018

as consis keep their
tent as possib outgoings
le.
Spending
on
outlay where food was the most
consumers commo
had spent
more over felt that they n
inflation the last year.
in the Rising
culprit behind category is the

diversity and inclusion, foster trust, and differentiate

this increas leading
consumers e, but some
are attribut
grocery
bills to changi ing their rising
ng eating
habits.
Shoppers
becom
on deal-h e more
unting focused
Base: 2,000
internet
Across all ^ filtered users
aged 16+
sectors, on 1,963
spent less the main internet

themselves from the competition.

reason people Source: users aged
in 2017 was Lightspe
ed/Minte 18+
save money down to l
a desire

SHOP NOW
. This heavy to
money likely focus on FIGURE
reflects rising saving 2: REASO
with shoppe (NETTED NS
make cuts
rs conseq inflation
uently looking levels, ACROSS WHY PEOPLE SPENT
ALL SECTO
wherever
they can. to RS), FEBRU LESS ACROSS
“What are ARY 2017 ALL CATEG
In line with the main AND JANU ORIES
this, 2017 these categories reason s that you ARY 2018
step up their over the
past year? have found yourse
also saw
bargain shoppers
an increas hunting skills, Please select lf spend
that they
ing numbe
r of people with all that apply.ing LESS on
shopped
around in indicating ”
the best order to
deal. get

NEXT


Base: 1,404
(2018)/1
Source: ,243 (2017)
Lightspe internet
ed/Minte users aged
l 18+ who
have spent
less on any
category
over the
last year

 PREVIO
US

© Mintel
Group Ltd.
All rights
reserved.

NEXT

HOT TOPICS AMERICA TODAY 5

Hot Topics Women

for 2018
What are consumers talking about this year?
For some Americans, paying off debt takes a back
seat to discretionary spending in areas such as
“Let’s go out!” dining, entertainment, and travel. This is likely a
reflection not only of financial stability but also
optimism that finances will improve in the near future.
in America
The political and social movements of
2017 gave voice to Americans who felt
underrepresented and unheard. As 2018
has already shown, women are standing up
against injustices and are striving toward a
future that is more diverse and equal.

With cyber hacks and data breaches now commonplace,

“I don’t consumers have well-founded concerns over data security.
And smaller brands have to work harder to earn consumer
trust smaller
trust: nearly half say they trust well-known companies to
brands.” keep their personal data secure, but only a quarter trust Women speaking out International Women make substantial
lesser-known companies to do the same. The Harvey Weinstein scandal Women’s Day economic gains
encouraged more women to On March 8, 2018, brands had the According to research, Millennial
speak up this year. Following an opportunity to demonstrate support women now outperform their male
investigation by The New Yorker into for women and connect with them counterparts in obtaining college
the decades of accusations against on the relevant and timely issue of degrees, and continue to slowly
“Gotta keep More than half of the population thinks their financial Harvey Weinstein, the #MeToo female empowerment. Now more narrow the pay gap. This indicates
situation will be either a little or a lot improved in the movement gave women a platform to than ever, women are looking for that for the Millennial generation,
spending in
next year, stemming from a perception of a future talk about sexual harassment more true solidarity, not just lip service. gender equality is an issue that
check.” higher income rather than a lower cost of goods. openly. With this, the floodgates While Mattel’s Barbie brand unveiled is not only important, but appears
have opened and a host of well- new “role model” dolls celebrating achievable. Both men and women
known public figures from Matt powerful women as diverse as artist in this generation might have
Lauer to Steve Wynn have either Frida Kahlo and mathematician greater expectations for women’s
been fired or resigned following Katherine Johnson, the dolls are participation in leadership, both in
Around two in five consumers say America is a good place sexual harassment allegations. still shaped in the unrealistic government and in the private sector.
“Should to raise children and a good place to grow old (respectively), Looking ahead, companies will have Barbie proportions. Brands that took
we move to showing there is likely high demand for more support in to consider how this movement their efforts further gained more
child and elder care. In contrast, well over three in five of our could impact their business, from support. For example, JWT was
Canada?”
neighbors to the north say Canada is a good place to raise employee policies to consumer- commended for teaming up with
children and to grow old (respectively). facing communication. Period Equity to fight the tax on
feminine hygiene products.
 FOOD 7

Dining 69%
Food on
over debt of consumers are interested
in seeing more restaurants
with a casual atmosphere but
high-quality food in 2018.
the rise
2018 has seen some Americans prioritize discretionary
spending before paying off debt. As in years past, dining
out is the most common way Americans choose to use
their expendable income. The popularity of going out to
eat and drink is hard to rival as it provides an easy way for
consumers to treat themselves and try something new at a
relatively low cost.
63%
After paying bills and buying things they need, nearly half of consumers prefer a sit-down
of Americans say dining out is how they spend their extra restaurant with waiter service for
dollars. But what is driving consumers to overwhelmingly a casual night out with friends.
choose dining above all else?
Stouffer’s Fit Kitchen Bowls Ben & Jerry’s Bob Marley’s One Love Banana Cindy's Kitchen of Brockton Original
Chicken with Cashews Ice Cream with Caramel and Graham Cracker Creamy Miso Dressing Marinade
Swirls and Fudge Peace Signs

Prepared meals Small indulgences Refrigerated case

52%
of consumers consider
themselves “foodies,” the
go-to phrase for anyone
interested in food.
regain momentum
Time-starved consumers continue
to value the inherent convenience
of prepared meals, and fresher,
less-processed offerings from
both category leaders and smaller,
more specialized competitors are
helping to improve the category’s
health profile.
to gain ground
While consumer interest in healthy
eating is as strong as ever, small
indulgences are equally important,
especially if those indulgences
are seen as all-natural, fresh, and
premium—all attributes that may
serve as permission for the treat.
offers antidote to
center-store stagnation
Refrigerated versions of products
typically associated with the center
store, such as soup, salad dressing,
pickles/relish, and prepared meals,
have turned in solid gains, indicating
that many consumers who want to
eat fresher and healthier don’t want
to give up on the convenience of
packaged foods.

50%
of social media users agree that
social media is a good resource
for restaurant reviews.

SOURCE: MINTEL REPORTS

 DRINK
Less is
more
when
drinking
out
With total sales reaching
an estimated $107 billion
in 2017, away-from-home
alcohol sales continue to
grow. Mintel forecasts on-
premise alcohol sales will
reach $129 billion in 2022,
a growth of 21% from 2017.
While the total volume of
alcohol consumed on-premise
is declining, the market is
growing due to consumers
ordering more expensive
alcoholic drinks. Overall,
consumers are drinking
fewer but better alcoholic
drinks, trading mass market
light beers for craft brews or
paying a few extra dollars
for a handcrafted cocktail.
This shift is benefiting certain
9
Beverage Drink up!
Down
the drain
winners Nutrition and
performance drinks
Juice
Concern over sugar content is
and losers
Much of the category growth is driving consumers out of the
occurring in premium, plant-based, category, while younger consumers
and clean-label brands such as Vega are less likely to consider juice a
Sport, BodyArmor, and Orgain. staple breakfast beverage.
Bottled water Carbonated soft drinks
Sparkling bottled water is catapulting The market segment continues to
the category forward as consumers lose its fizz as consumers search for
look for alternatives to sugary more natural, low-sugar alternatives.
carbonated soft drinks.
Energy drinks Roasted coffee and
Major brands are benefiting from bagged/loose leaf tea
loyal consumers and successful line These large established categories
extensions, while smaller companies are losing market share to more
brands over others; while specializing in natural products are on-trend and convenient ready-to-
many mass market beers and making inroads. drink options.
value spirits have experienced
falling sales, imported beer,
craft beer, and premium spirits
are growing.
However, continuing
consumer trends in healthy
living are challenging alcoholic
beverage categories. The
majority of consumers who
reported reducing alcohol
consumption in 2017 attribute
the reduction to an attempt to
reduce calories. The growing
adoption of abstinence
efforts, such as “dry January,”
suggests that a stop-gap
measure may be to
provide lighter, more
permissible offerings.
BEAUTY
Steady as The beauty and personal care (BPC)
category continues to post gains as
a result of the indispensable nature
of several segments, posting 22%
she grows
retail sales growth from 2012-17.
The market is projected to grow
another 22% through 2022, with
steady growth of roughly 4% year-
over-year.
This stable, steady growth is
reflective of a mature and
developed market. While saturated,
with a daunting number of options,
consumer confidence remains
high and has persuaded some to
purchase higher-priced products
and services like beauty devices
and spa treatments.
Trends to watch
Juice Beauty Signal Peptides Firming Serum
Science meets nature
Natural and organic personal care
products have become mainstream
and show no sign of slowing down,
with 44% of users stating that they
are buying more of these products
now compared to one year ago.
While natural ingredients are a
draw, ultimately it’s results that
drive purchases. As such, several
brands are adopting a “science
meets nature” positioning, featuring
natural or “safe” claims, but with an
emphasis on ingredients that are
effective and backed by science.
The BPC category is benefiting from
increases in the US population,
especially among women aged
18-34, who are more invested in their
beauty and personal care routines
than are older generations. This
category also sees a benefit from
the growing Hispanic population, as
Hispanic consumers tend to skew
CoverGirl Mix, Match, Play Mascara Kit
Customization expectation
Mintel Trend ‘Make It Mine’ states
that personalization is now an
expectation. Beauty has always
encouraged this idea, from
packaging to application. However,
recent industry developments show
that customization is evolving to
include custom-blended products
and technology tools that diagnose
hair and skin issues. Brands are now
making it easier for consumers to
bring this trend home through variety
packs and mix-and-match options.
11
younger (on average) and are likely
to be more experimental with their
beauty purchases, according to
Mintel research.
Secret Luxe Lavender Freshies Invisible
Solid Antiperspirant/Deodorant
Convenience above all else
Consumers are leading busier
lives than ever before and they
expect the beauty and personal
care industry to keep up—in both
product development and retail
innovation. Convenient formats such
as multitaskers, wipes, and paint-
on fragrances provide time-saving
solutions without sacrificing quality
for the two in five US women who
are interested in using multipurpose
beauty products.
LEISURE AMERICAN MADE 13

Outdoors American Made

and chill “Made in America” is a claim that still resonates with
Americans, even as the economy becomes more global.

Mintel research reveals that casual get-togethers are

significantly more popular than involved gatherings that
require a substantial amount of monetary and emotional
investment. Similarly, leisurely outdoor activities are now
more popular than active ones, with many consumers
opting for relaxing outdoors rather than exploring the
outdoors in an adventurous way. As Mintel Trend ‘Slow 75% 64% 58%
It All Down’ highlights, the need for consumers to take a of Americans have the desire of Americans believe of Americans prefer to
break from the hustle and bustle of daily life is growing to buy products made by buying American made support domestic charities
increasingly more common. Chilling is more important American businesses. products is important. rather than international ones.
than thrilling for most Americans.

Call to American Pride

order
While consumers want to embody “all-American
values,” many feel they’re falling short. This gives
brands that are able to signal their support for equality
and work ethic the power to connect with consumers.
Convenience has opened up leisure categories
to new audiences. Innovation in grocery retailing, Compared to the rest of the world, Americans are…
including meal kits, has made at-home cooking
easier, and a fun experience for less experienced
food enthusiasts. Meal kit and grocery delivery
services have disrupted the industry by helping cooks
reduce the time it takes them to shop for groceries or
eliminating the need to go grocery shopping at all. By 35% 30% 29%
2020, the meal kit industry is forecast to reach $10
billion in revenue, while the online grocery delivery
service industry will reach $26 billion.
more tolerant of harder more accepting of
other lifestyles working other cultures

SOURCE: MINTEL
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