Consumer Types in The US

Consumer Types in the US
August 2022
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at time of publication: August 2022
Introduction to consumer types
INTRODUCTION TO CONSUMER TYPES 44
Scope
This report is part of a series of four highly visual reports covering the 39 markets surveyed in Consumer types can be a powerful tool to
the annual Voice of the Consumer: Lifestyles survey. help companies better understand and appeal
to their target markets. By going beyond
typical demographic-based segmentation,
Lifestyles Country Report Series
Draws together insights from across the Lifestyles survey and such as age or gender, and grouping
Consumer Lifestyles provides analysis on key trends. consumers based on shared traits and
preferences, companies can better develop
products and marketing campaigns that
Consumer Values and Reviews shifting consumer traits and values that influence resonate with key customers. This report
Behaviour purchasing and consumption behaviours. (Visual only includes in-depth profiles of the five consumer
report) types in the US.
Explores consumers beyond their demographic profile and

Consumer Types provides a different perspective on shopping habits and
path to purchase.
Connects survey insights with Euromonitor’s eight Disclaimer

Megatrends megatrends, including case studies highlighting how Much of the information in this briefing is of a
companies are responding to changing attitudes and statistical nature and, while every attempt has
expectations. been made to ensure accuracy and reliability,
Euromonitor International cannot be held
Note: In the Lifestyles survey, respondents provide their age within 5-year increments (15-19, responsible for omissions or errors.
Figures in tables and analyses are calculated
20-24, 25-29, etc). Given these parameters, generations cited in this report series are defined from unrounded data and may not sum. Analyses
as follows: Generation Z: aged 15 to 24; Millennials: aged 25 to 39; Generation X: aged 40 to found in the briefings may not totally reflect the
54; Baby Boomers: aged 55+ companies’ opinions, reader discretion is advised.
Contents
This report is part of an ongoing series that covers the key

characteristics and lifestyle habits of consumer types, therefore
there may be some similarities from previous years.
Consumer types can be a powerful tool to help companies better

understand and appeal to their target markets. By going beyond
typical demographic-based segmentation, such as age or gender,
and grouping consumers based on shared traits and preferences,
companies can better develop products and marketing campaigns
that resonate with key customers. This report includes in-depth
profiles of the five consumer types in the US.
Why segment consumers by type?

Our Voice of the Consumer: Lifestyles Survey
fielded questions in January and February
2022. In the 2022 iteration, the survey
continued to focus on changing consumer
behaviours and included new questions Who are your key What is the best way to How can you tailor your
focusing on changing home and work life, consumers in a specific target specific consumer services and products to
sustainability as well as health and safety market? types? key consumers’ values?
concerns. Euromonitor International’s Voice
of the Consumer: Lifestyles Survey coverage
includes 39 developed and emerging
countries with country-level Consumer Types
grouped into eight global-level types.
Many of the 2022 key habit and lifestyle
preferences of the eight consumer types are
consistent with the 2021 report.
Which consumer needs are Where will your sales and
driving your innovation How are consumer habits marketing investments
and preferences changing?
pipeline? make the most impact?
Breakdown of consumer types in the US

Consumer types in the US
n = 1,000; % of respondents
30%
25%
20%
15%
10%
5%
28% 23% 20% 20% 9%
0%
Conservative Homebody Secure Traditionalist Undaunted Striver Empowered Activist Balanced Optimist
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
Numbers of respondents
279 235 204 195 87

Shopping habits of consumer types in the US
SHOPPING HABITS OF CONSUMER TYPES IN THE US 99
Who is the Conservative Homebody?
Consumers who highly prioritise family relationships and personal matters. Unlikely to
place much importance on their image or following latest trends.
28% of
19% like to be 65% use 67% try to have 15% are actively
actively involved technology to a positive impact involved in American
in brands improve their on the political and
day-to-day life environment social issues
consumers
through their
daily actions
are
Conservative
Homebodies
73% participate 8% order food 41% reheat or 96% take health
in physical for home prepare a ready supplements/
exercise at least delivery at least meal at least 1-2 vitamins at least
1-2 times a week 1-2 times a week times a week 1-2 times a week

10
Conservative Homebody: Demographic profile
Consumers who highly prioritise family relationships and personal matters. Unlikely to
place much importance on their image or following latest trends.
58% 22% USD56,362 43%

female, compared to live in large cities average income, 4% lower have higher education,
the 51% US average (>500k inhabitants) than the US average compared to the 61%
US average
50-54y 13% 27% 3%

average age, compared have children under have a full-time job, self-employed or
to 40-44 in the US 18, compared to 28% compared to 34% in the contract/flexible work,
in the US US compared to 6% in the
US
11
Conservative Homebody: Values and influences

Shopping motivation and preferred attributes: % of Conservative Top environmental, political and social activities: % of Conservative
Homebody Homebody
n = 279; % of respondents n = 186; % of respondents
I find I am looking for ways to simplify
my life
I prefer living in the real world to Vote in elections
virtual online experiences
I like to find bargains
I give back to those in need

Recycle items
I like to try new products and services
I extensively research the products
and services I consume
I only buy from companies and brands
that I trust completely Reduce food waste
I am willing to buy second-hand or
previously-owned items
I prefer to spend my money on
experiences, rather than things
I like to repair my items instead of Repair broken items, rather than
purchasing new ones replacing
I would rather buy fewer, but higher
quality things
0% 20% 40% 60% 80% 0% 20% 40% 60% 80% 100%
12
Conservative Homebody: In-store and online shopping motivations

Top in-store shopping motivations: % of Conservative Homebody Top online shopping motivations: % of Conservative Homebody
See or try before buying Free shipping
Immediate purchase Best price
Ability to order at any time,

To avoid paying for shipping
from anywhere
Convenient location / access Variety of brands
No delivery-related hassles Ease and availability of delivery
0% 20% 40% 60% 80% 0% 20% 40% 60%

13
Best ways to target the Conservative Homebody

Conservative Homebodies are careful with how they spend their money. They are not
very likely to actively seek well-known brands and premium products or to care about
following the latest trends. Instead, they usually stick to their essential purchases and
place much more importance on spending time on themselves and their loved ones
rather than materialistic possessions.
Though they might not necessarily be spending money, Conservative Homebodies
enjoy the shopping experience and browsing through stores. Memorable and unique Best Ways to Target
shopping experiences, such as special in-store promotions, pop-up shops and limited-
time collections, may attract these consumers and lead to occasional impulse buys. • Promotion of products that enhance personal
They do not have high product or brand loyalty, therefore new-to-market products or wellbeing or facilitate time spent with
private label companies can potentially thrive with this category if they are immediate family and close friends, with
competitively priced and provide the same features as their regular purchases. specific emphasis on self-care
• Clear promotion of low cost, discounts and
value for money
• Availability of online and offline shopping
platforms that work together to create a
seamless omnichannel shopping experience
• Convenient services to facilitate quick
purchases alongside a memorable and unique
shopping experience
14
Who is the Secure Traditionalist?
Consumers who actively avoid shopping. Easily swayed by price and are likely to purchase
the cheapest alternative.
23% of
6% like to be 35% use 27% try to have 11% are actively
actively involved technology to a positive impact involved in American
in brands improve their on the political and
day-to-day life environment social issues
consumers
through their
daily actions
are Secure
Traditionalists
37% participate 9% order food 31% reheat or 42% take health

in physical for home prepare a ready supplements/
exercise at least delivery at least meal at least 1-2 vitamins at least
1-2 times a week 1-2 times a week times a week 1-2 times a week

15
Secure Traditionalist: Demographic profile
Consumers who actively avoid shopping. Easily swayed by price and are likely to purchase
the cheapest alternative.
51% 26% USD43,596 35%

US average
45-49y 12% 20% 7%

US
16
Secure Traditionalist: Values and influences

Shopping motivation and preferred attributes: % of Secure Traditionalist Top environmental, political and social activities: % of Secure
n = 235; % of respondents Traditionalist
n = 64; % of respondents
I prefer living in the real world to
I like to find bargains Recycle items

my life
I am willing to buy second-hand or
previously-owned items
Vote in elections
I am willing to spend money to save
time
Use less water
I regularly seek private label and low-
cost products
I like to browse in stores even if I do
not need to buy anything
I try to lead a minimalist lifestyle and Repair broken
do not buy new items unless… items, rather than
I avoid going shopping whenever replacing
possible
0% 20% 40% 60% 0% 20% 40% 60% 80%
17
Secure Traditionalist: In-store and online shopping motivations

Top in-store shopping motivations: % of Secure Traditionalist Top online shopping motivations: % of Secure Traditionalist
Immediate purchase Free shipping
To avoid paying for shipping Best price

Convenient location / access
from anywhere
See or try before buying Variety of brands
Ability to buy products /

No delivery-related hassles brands not available in the
local market
0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%
18
Best ways to target the Secure Traditionalist

Secure Traditionalists are very set in their ways. They are unlikely to place importance on
their image and rarely follow the latest trends. This consumer type can be difficult to
influence since they rarely make impulse buys or try new products and usually stick to
purchasing their essential items.
They are frugal in their shopping habits, frequently focusing on low prices and placing
high importance on saving money. Discounts and sale offers can sometimes influence Best Ways to Target
their purchasing habits, causing them to choose the cheapest alternative.
Secure Traditionalists do not enjoy the shopping experience, so the more convenient • Provide in-store and offline services to
and efficient retailers and brands make the purchasing process, the more likely alleviate any anxieties when using
consumers in this category are to make repeat purchases. Though they have become technology
more comfortable in using technology in recent years, Secure Traditionalists still value • Clearly mark promotional items, low prices
in-store shopping services and are more likely to do their research and make purchases and discounts, especially on usual and
in-store rather than online. essential purchases
In previous years, the Secure Traditionalist has steadily been increasing their use of • Create a convenient and easy shopping
technology and internet platforms; however, COVID-19 has accelerated the use of experience to minimise time spent shopping
technology. This opens a new opportunity and channel for businesses to target this
consumer.
19
Who is the Undaunted Striver?
Trendy consumers willing to spend money in order to maintain their

status both online and offline. Highly prioritise experiences and leisure
activities as well as name-brand and luxury products.
95% like to be 95% use 92% try to have a 85% are actively
20% of
actively involved
in brands
technology to
improve their day-
positive impact on
the environment
involved in
political and social
American
to-day life through their daily
actions
issues consumers
are
Undaunted
Strivers
86% participate in 80% order food 84% reheat or 84% take health
physical exercise for home delivery prepare a ready supplements/
at least 1-2 times a at least 1-2 times a meal at least 1-2 vitamins at least 1-
week week times a week 2 times a week

20
Undaunted Striver: Demographic profile
Trendy consumers willing to spend money in order to maintain their status both online
and offline. Highly prioritise experiences and leisure activities as well as name-brand and
luxury products.
42% 68% USD75,123 54%

female, compared to live in large cities average income, 22% higher have higher education,
US average
35-39y 67% 50% 8%

US
21
Undaunted Striver: Values and influences

Shopping motivation and preferred attributes: % of Undaunted Striver Top environmental, political and social activities: % of Undaunted Striver
I like to be actively engaged with Donate to non-

brands profits and
I like to try new products and services charities
supporting causes
I want to engage with brands to aligned with my…
influence product innovation
I extensively research the products Vote in elections
I like to be distinct from others
I want products and services that are
uniquely tailored to me Use less water
my life
I prefer to spend my money on
experiences, rather than things Reduce plastics use
It is important to me that other
people think I am doing well
88% 90% 92% 94% 96% 31% 32% 33% 34% 35%
22
Undaunted Striver: In-store and online shopping motivations

Top in-store shopping motivations: % of Undaunted Striver Top online shopping motivations: % of Undaunted Striver

from anywhere
Ability to access site on

Stores are more trustworthy different devices (computer,
smartphone, tablet, etc)
Able to use cryptocurrency or

Better warranty / easier to return
blockchain payments for
if defective
purchase
Product seems too expensive to

Best price
buy online
0% 10% 20% 30% 0% 10% 20% 30%

23
Best ways to target the Undaunted Striver

Undaunted Strivers enjoy their lives and do not worry too much about planning for the
future. Instead, they are highly likely to prefer spending money rather than saving it and
regularly make impulsive purchases. They invest in and prioritise their status and image,
placing a great deal of importance on what others think as well as staying up-to-date with
the latest trends and styles.
Compared to the other Consumer Types, Undaunted Strivers are more carefree in their
spending habits. These consumers enjoy trying new products and experimenting with Best Ways to Target
different brands, as well as actively seeking premium and well-known items, even if they
need to pay more. • Tailored and personalised shopping
The image-conscious nature and continuous interest in changing trends can facilitate experiences coupled with high brand
companies in influencing this consumer type. Though they are highly likely to be influenced engagement
across all marketing channels, they have a growing interest in digital, social media and • Clear promotion of the latest trends,
celebrity endorsements. These platforms often showcase a lifestyle that Undaunted Strivers especially through social media
are looking to replicate. They are also likely to take into account personal tastes and platforms or celebrity endorsements
preferences, such as whom they follow on social media, making it more likely that
campaigns will resonate. • Availability of online and offline shopping
platforms, creating a seamless
This consumer type is also highly likely to prioritise both experiences and materialistic omnichannel shopping experience
possessions, often seeking tailored cultural and consumer-centric experiences.
• Easy-to-understand and clear labelling
with emphasis on green, sustainability
and eco-conscious features
24
Who is the Empowered Activist?
Consumers who prioritise authenticity and are often concerned with

global issues. Carefully consider their actions and behaviours to ensure
they are in line with their values.
20% of
actively involved
in brands
technology to
improve their day-
positive impact on
the environment
involved in
American
actions
issues consumers
are
Empowered
Activists

25
Empowered Activist: Demographic profile
Consumers who prioritise authenticity and are often concerned with global issues.
Carefully consider their actions and behaviours to ensure they are in line with their
values.
44% 49% USD66,923 52%

female, compared to live in large cities average income, 13% higher have higher education,
US average
30-34y 34% 49% 7%

US
26
Empowered Activist: Values and influences

Shopping motivation and preferred attributes: % of Empowered Activist Top environmental, political and social activities: % of Empowered
n = 195; % of respondents Activist
n = 139; % of respondents
I find I am looking for ways to simplify Recycle items
my life
I prefer living in the real world to Reduce plastics use
uniquely tailored to me
that I trust completely Vote in elections
I want to engage with brands to
I like to be distinct from others
I like to be actively engaged with
brands Reduce food waste
It is important to me that other
people think I am doing well
0% 20% 40% 60% 80% 0% 20% 40% 60% 80%
27
Empowered Activist: In-store and online shopping motivations

Top in-store shopping motivations: % of Empowered Activist Top online shopping motivations: % of Empowered Activist
See or try before buying Best price
Convenient location / access Variety of brands

To avoid paying for shipping
from anywhere
No delivery-related hassles Ease and availability of delivery
0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%
28
Best ways to target the Empowered Activist

The Empowered Activist values their personal wellbeing as well as global issues, often
seeking products with green and sustainability features or claims, and often investing
time to research products that align with their values. Products and services should be
clearly labelled and competitively priced to grab their attention.
Though these consumers are driven by value for money and low prices, they also retain a
high brand and product loyalty. In addition, they usually stick to purchases that are tried
and tested and are often willing to pay more for products that they know will work.
Consumers with this profile are invested in experiences and are likely to spend their time Best Ways to Target
and money on activities that promote their own happiness. This might be through
holidays and cultural experiences as well as helping those in need through volunteering • Easy-to-understand and clear labelling
work, charity support and joining protests. They are vocal in their values on global issues with emphasis on green, sustainability
and often expect the companies and brands they purchase from to share these values. and eco-conscious features
Empowered Activists have always prioritised global issues like politics, human rights and • Competitively-priced products
environmental concerns. However, their priorities have slightly shifted to more local • Rewards or loyalty programmes and
issues and personal wellbeing since COVID-19. discounts on regularly purchased
brands and products
• Aligning company and brand
engagement to global issues through
clear sustainability and welfare
strategies and charitable platforms
29
Who is the Balanced Optimist?
Consumers seeking a balanced lifestyle focusing on enjoying the present

and planning for the future. Often prioritising time with friends and
family.
9% of
actively involved
in brands
technology to
improve their day-
positive impact on
the environment
involved in
American
actions
issues consumers
are Balanced
Optimists

30
Balanced Optimist: Demographic profile
Consumers seeking a balanced lifestyle focusing on enjoying the present and planning for
the future. Often prioritising time with friends and family.
63% 30% USD46,034 36%

US average
35-39y 16% 26% 3%

US
31
Balanced Optimist: Values and influences

Shopping motivation and preferred attributes: % of Balanced Optimist Top environmental, political and social activities: % of Balanced Optimist

my life
I like to try new products and services Recycle items

I prefer to spend my money on Reduce food waste
experiences, rather than things
uniquely tailored to me Vote in elections
I want to engage with brands to
I like to find bargains
I prefer branded goods to non-
branded alternatives Reduce plastics use
that I trust completely
0% 50% 100% 0% 20% 40% 60% 80%
32
Balanced Optimist: In-store and online shopping motivations

Top in-store shopping motivations: % of Balanced Optimist Top online shopping motivations: % of Balanced Optimist
See or try before buying Best price

from anywhere
To avoid paying for shipping Variety of brands
Ability to buy products /

No delivery-related hassles brands not available in the
local market
0% 10% 20% 30% 40% 50% 0% 20% 40% 60%

33
Best ways to target the Balanced Optimist

Balanced Optimists are pragmatic consumers, usually cautious with how they spend
their money. However, they also place a lot of importance on their personal
happiness, frequently making small impulsive purchases to treat friends and family or
themselves. Though these consumers look for strong brands and premium products
on occasion, they place value on low prices and seek competitively-priced products.
The Balanced Optimist enjoys experiences, often seeking to enrich their lives by
learning about different cultures. They value the time they spend on themselves as Best Ways to Target
well as close family and friends and leisure activities.
They are indifferent to shopping and will most likely seek simple and convenient • Promotion of products that enhance personal
shopping experiences and services that allow them to get the job done quickly, wellbeing or facilitate time spent with
simplify their lives and allow them to spend more time on the activities they value. immediate family and close friends, with
specific emphasis on self-care
This consumer type tends to focus on their own life rather than placing importance
on global issues, such as sustainability or politics. They are particularly optimistic that • Clear promotion of low cost, discounts and
their current actions will provide them with a bright future, often citing that they will value for money
be happier and better off financially over the next five years. • Availability of online and offline shopping
platforms, which create a seamless
omnichannel shopping experience
• Convenient services to facilitate quick
purchases alongside unique shopping
experiences
Demographic breakdown
DEMOGRAPHIC BREAKDOWN 35
35
Age and gender

Conservative Homebody Secure Traditionalist Undaunted Striver
80% 80% 100%
70% 70%
80%
60% 60%
50% 50% 60%
40% 40%
30% 30% 40%
20% 20%
20%
10% 10%
0% 0% 0%
15-29 30-44 45-59 60+ 15-29 30-44 45-59 60+ 15-29 30-44 45-59 60+
Empowered Activist Balanced Optimist

80% 80%
60% 60%
40% 40%
20% 20%
0% 0%
15-29 30-44 45-59 60+ 15-29 30-44 45-59 60+
Male Female
36
City size and parental status

Size of city Parents with children under 18 in household
n = 1,000; % of respondents n = 1,000
70% 67%
Undaunted Striver 68% 10% 15% 7%

60%
Empowered Activist 49% 15% 20% 15% 50%
40%
Balanced Optimist 30% 28% 16% 26% 34%
30%
Secure Traditionalist 26% 17% 20% 37%

20% 16%
13% 12%
Conservative Homebody 22% 26% 24% 28% 10%
0% 20% 40% 60% 80% 100%

0%
Large city (500,000+ inhabitants)
City (100,000-500,000 inhabitants) Undaunted Empowered Balanced Conservative Secure
Suburb or large town (25,000-100,000 inhabitants) Striver Activist Optimist Homebody Traditionalist
Small town or village (<25,000 inhabitants) Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
37
Education
Highest education level
Undaunted Striver 27% 47% 13% 10% 3%
Empowered Activist 19% 36% 22% 18% 3%
Conservative Homebody 14% 27% 28% 25% 5%
Balanced Optimist 11% 17% 28% 24% 9% 10%
Secure Traditionalist 10% 20% 25% 34% 4% 7%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Graduate and post-graduate studies University graduate Vocational school graduate Secondary school graduate Primary school graduate Other

38
Employment (1)
Employment status
Paid work: full-time for at least 35
hours per week
Paid work: part-time for less than

35 hours per week
Self-employed
Flexible/contract work
Looking after the home
Completely retired from work
0% 10% 20% 30% 40% 50% 60%
Undaunted Striver Empowered Activist Conservative Homebody Balanced Optimist Secure Traditionalist

39
Employment (2)
Employment status
In full-time education
In part-time education
Intern
Voluntary unpaid worker
Not working temporarily
Not working semi-permanently or

permanently
Unemployed
0% 5% 10% 15% 20% 25%
Undaunted Striver Empowered Activist Conservative Homebody Balanced Optimist Secure Traditionalist

40
Income
Income by consumer types
10%
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
USD0 - USD20,001 - USD40,001 - USD60,001 - USD80,001 - USD100,001 - USD150,001+
USD20,000 USD40,000 USD60,000 USD80,000 USD100,000 USD150,000
Secure Traditionalist Conservative Homebody Undaunted Striver Empowered Activist Balanced Optimist
Average annual household income by consumer types (USD)

Secure Traditionalist Conservative Homebody Undaunted Striver Empowered Activist Balanced Optimist
43,596 56,362 75,123 66,923 46,034

Research overview
RESEARCH OVERVIEW 42
42
Voice of the Consumer: Lifestyles Survey

Focus and Design Africa: Morocco, Nigeria, South Africa
The Voice of the Consumer: Lifestyles Survey covers a variety of topics within
Asia: China, Hong Kong, China, India, Indonesia,
consumer life, including Eating and Drinking, Healthy and Ethical Living,
Japan, Malaysia, Philippines, Singapore, South
House and Home, Leisure and Recreation, Path to Purchase, Personal Traits
Korea, Taiwan, Thailand, Vietnam
and Values, Shopping, Spending and Saving, as well as Technology.
Survey, design, execution and analysis were developed collaboratively across Australasia: Australia, New Zealand
Geographic Coverage
teams within Euromonitor International, in conjunction with external sample
partners. Eastern Europe: Poland
Fielding
Middle East: Egypt, Saudi Arabia, United Arab
A diverse set of online panellists in 39 countries were invited to participate Emirates
between January and February 2022.
Panellists were pre-screened to ensure that the sample matched each Latin America: Argentina, Brazil, Chile, Colombia,
country’s population according to nested quotas for age (from 15 to 74 Mexico, Peru
years) and gender.
North America: Canada, US
Data Cleaning
Only unique, complete responses to the Voice of the Consumer: Lifestyles Western Europe: Belgium, Denmark, France,
Survey questionnaire were used in analysis. Data cleaning included removing Germany, Italy, Netherlands, Spain, Sweden,
duplicate IP addresses, illogical responses and responses with fast Turkey, UK
completion times.
43
Euromonitor International’s Consumer Types series

While many companies identify market
segments using demographics alone, few 2011 Consumer Types 2013 Consumer Types 2015 Shopper Types
would agree that consumers are neatly Four global Consumer 45 country-level 24 country-level
defined by age, gender or income. To Types Consumer Types, Shopper Types,
overcome this issue, Euromonitor grouped into seven grouped into five
International goes beyond standard global-level categories global-level categories
demographics and has created an ongoing
series of distinct, personality and habit- 2016 Consumer Types 2017 Consumer Types 2019 Consumer Types
driven Consumer Types at both global and 100 country-level 100 country-level 200 country-level
country levels. Consumer Types, Consumer Types, Consumer Types,
grouped into eight grouped into eight grouped into 10
global-level categories global-level categories global-level categories
2020 Consumer Types 2021 Consumer Types 2022 Consumer Types

200 country-level 204 country-level 194 country-level
Consumer Types, Consumer Types, Consumer Types,
grouped into 11 grouped into 10 grouped into eight
global-level categories global-level categories global-level categories
44
How do we create our Consumer Types?

After extensive work with the Voice of the Consumer: Lifestyles Survey dataset, Euromonitor International identified a subset of questions
which encapsulated and differentiated a wide range of consumer attitudes and behaviours within each of the 39 countries surveyed.
Questions spanned the major themes of the Lifestyles Survey, and the behavioural and attitudinal personality questions formed the core of
the Consumer Type clusters. Demographic traits were not used in the analysis; any prevalence of consumers from a particular demographic
within one cluster is due to respondents’ other shared characteristics.
Questions with a high correlation to one another were then condensed so that only one version was included in the analysis, to prevent
over- and under-statement of results. Drawing on the key subset of questions, cluster models were fitted to the data.
CONSUMER TYPES IN THE US
For Further Insight please contact
Lisa Holmes
Practice Head – Consumer Insights
Lisa.holmes@euromonitor.com
• https://www.linkedin.com/in/lisaottumholmes/
• https://twitter.com/EMI_LisaHolmes
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Consumer Types in The US

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Consumer Types in The US

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Consumer Types in the US

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The data included in this report is accurate according to

Explores consumers beyond their demographic profile and

Connects survey insights with Euromonitor’s eight Disclaimer

This report is part of an ongoing series that covers the key

Consumer types can be a powerful tool to help companies better

Why segment consumers by type?

Breakdown of consumer types in the US

279 235 204 195 87

Who is the Conservative Homebody?

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022

Conservative Homebody: Demographic profile

58% 22% USD56,362 43%

50-54y 13% 27% 3%

Conservative Homebody: Values and influences

I give back to those in need

Conservative Homebody: In-store and online shopping motivations

See or try before buying Free shipping

Immediate purchase Best price

Ability to order at any time,

Convenient location / access Variety of brands

No delivery-related hassles Ease and availability of delivery

0% 20% 40% 60% 80% 0% 20% 40% 60%

Best ways to target the Conservative Homebody

Who is the Secure Traditionalist?

37% participate 9% order food 31% reheat or 42% take health

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022

Secure Traditionalist: Demographic profile

51% 26% USD43,596 35%

45-49y 12% 20% 7%

Secure Traditionalist: Values and influences

I find I am looking for ways to simplify

Secure Traditionalist: In-store and online shopping motivations

Immediate purchase Free shipping

To avoid paying for shipping Best price

Ability to order at any time,

See or try before buying Variety of brands

Ability to buy products /

Best ways to target the Secure Traditionalist

Who is the Undaunted Striver?

Trendy consumers willing to spend money in order to maintain their

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022

Undaunted Striver: Demographic profile

42% 68% USD75,123 54%

35-39y 67% 50% 8%

Undaunted Striver: Values and influences

I like to be actively engaged with Donate to non-

Undaunted Striver: In-store and online shopping motivations

Ability to order at any time,

Ability to access site on

Able to use cryptocurrency or

Immediate purchase Free shipping

Product seems too expensive to

0% 10% 20% 30% 0% 10% 20% 30%

Best ways to target the Undaunted Striver

Who is the Empowered Activist?

Consumers who prioritise authenticity and are often concerned with

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022

Empowered Activist: Demographic profile

44% 49% USD66,923 52%

30-34y 34% 49% 7%

Empowered Activist: Values and influences