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Consumer Lifestyles, Priorities And Work-Life Balance

Datamonitor
September 24, 2008
7 Pages - SKU: DFMN1919007

Abstract Table of Contents Search inside this report Related Reports

Countries covered: Global

Introduction

Across 15 countries surveyed by Datamonitor in August 2008, more than one-third of respondents agreed that it is difficult to manage daily obligations and find time to relax. Yet, more than two-thirds of respondents also feel that science and technology are making our lives healthier, easier, and more comfortable. An increase in leisure time is also contrary to the perception of time scarcity

Scope

Detailed insights and analysis documenting the attitudes and influences behind the dynamics of time spend and product usage
Comprehensive quantitative data profiling consumers' daily time use and new consumer survey insight from 15 countries
Strategic conclusions and actionable recommendations to support the creation of on-trend and lifestyle supporting products and marketing campaigns
Covers France, Germany, Italy, Netherlands, Spain, Sweden, UK, US, Australia, New Zealand, Japan, South Korea, China, India, Brazil and Russia

Highlights

Many consumers across the world perceive that their free time is eroding, when in fact, a number of time use surveys consistently find that leisure time is increasing. Consumers are willing to sacrifice basic needs such as sleep in the quest to gain more leisure time. This is consistent with the idea of people as 'leisure time maximizers'.

Despite the gender disparity noted above, the gap between male and female leisure time is closing in most of the countries covered in this report. Women are beginning to make more free time for themselves, while some men have also begun to take on more domestic tasks

A Datamonitor survey conducted in August 2008 showed many shoppers feel there is too much choice when doing grocery shopping. In additionsupporting the idea that consumers often shop passivelythe results also highlighted that many shoppers simply don't notice new products even for enjoyment orientated purchases such as alcoholic drinks

Reasons to Purchase

Lifestyles analysis: gain an understanding of how consumers are spending their time and how and why this is changing
Use the latest evidence based insights to launch and reposition products, ensuring they are successfully aligned with consumer lifestyles
Access a compelling blend of quantitative and qualitative data illustrating consumer attitudes and behavior for key lifestyle activities

Overview
Catalyst
Summary: Table of tables
THE FUTURE DECODED: INTRODUCTION: Understanding the way in which people spend their time is of vital importance to the consumer packaged goods industry; Defining the core time use categories; TREND: Consumers feel more time-pressured despite having more leisure time; A sense of being overwhelmed characterizes many individuals' lifestyles; The overall amount of individual leisure time is increasing; Men enjoy more leisure time per day than women; Consumers have a wide variety of options for spending leisure time; Consumers still have more free time at weekends; Finding time to spend with friends and family is a top priority and is associated with wellbeing; Convergence of work and social lives is a running theme in some countries; The home is increasingly the focus of social occasions although there are notable country variances; The range of home entertaining occasions has become more diverse; There is substantial variation between genders in time spent socializing; Sleeping time is being sacrificed often with the intention of creating more leisure time; The recommended time for sleeping is a contentious issue while sleep disorders are relatively common; Women sleep for slightly longer than men on average; The amount of time spent exercising is increasing; The energy drinks and sports nutrition market is continuing to expand, but the rate of growth is slowing; Key take-outs and implications: leisure time is of paramount importance to consumers across the globe; TREND: Official working hours are slowly decreasing over time; US and Asian consumers are working longer hours than Europeans; A desire to achieve a better work lie balance is a contributing factor to declining work hours; Working hours for men are still substantially longer than for women; Greater connectivity through technology means more work is done outside official working hours; Key take-outs and implications: a decline in contracted working hours does not have solely positive implications for consumers; TREND: Media consumption continues to increase and takes up the majority of consumers' leisure time; Men spend slightly more time consuming media than women; Media consumption accounts for more than fifty per cent of leisure time in most countries across the globe; The Internet is the fastest growing medium in terms of daily time spend; The distinctions between media formats are blurring thereby creating more compelling user interfaces; Increased usage of the Internet is causing consumers to cut down on other forms of media consumption; Younger generations are leading the way in Internet usage; Internet usage is also growing among the so-called silver surfers; Women's usage of the Internet is increasing and catching up with male usage; Television still remains an important medium for leisure time; Men spend longer watching television than women; Trends in time spent consuming print media vary by country; Key take-outs and implications: media consumption is an important activity in the lives of many consumers; INSIGHT: Consumers are looking for more convenient ways of performing household tasks; Indians and Italians spend the longest amount of time on household tasks; Women still spend substantially more time on household tasks than men; There are wide variations in the amount of time consumers spend preparing and eating food; Females spend substantially more time on food preparation and consumption than males; The amount of time spent cleaning the home is steadily decreasing; Traditional gender associations with cleaning persist; Consumers still feel that a clean home can create a feeling of wellbeing; Older generations spend the most time on housework; Key take-outs and implications: 'have it all' consumers want clean homes and good food, but in less time; INSIGHT: The importance of a good personal appearance is driving an increase in the time spent on personal grooming; Men are showing increasing interest in grooming and 'appearance management'; Key take-outs and implications: both sexes are placing a higher value on their personal appearance; INSIGHT: Alternative channels and financial concerns are influencing consumers' time-spend on shopping; Key take-outs and implications: a reduction in shopping time can make it harder to attract and maintain the consumer's attention
ACTION POINTS: ACTION: Adjust marketing spend in line with media consumption; Give more priority to marketing through online media; Use advertising through Online Social Networks where appropriate; Using the web-based content to foster more participative and collaborative customer communication; Beware of alienating consumers through excessive, saturated or intrusive online advertising; ACTION: Promote products and brands as 'connectors'; Advocate family or friendship togetherness in marketing campaigns; Use slogans and themes that promote quality family and friend time; Target home entertaining occasions; Using branded parties to bring brands to life and encourage party-goers to share products with their own friends and family; ACTION: Add convenient attributes to products to allow consumers to reclaim leisure time; Household products should help to speed up chores without compromising on efficacy; Convenience in food and drink products can help to save time for busy consumers; Convenient food and drink options must remain price competitive; ACTION: Target both men and women's personal grooming occasions with simplified, efficacy led health and beauty products; Offer measured dosing; Develop products with long lasting, durable features that minimize the need for constant top-ups and offer easy application; Help improve problem visibility; Combining natural and hi-tech, advanced ingredients for maximal efficacy; Seek out new opportunities in fulfilling consumers desire to 'top-up' their appearance when on the go; The male grooming market is also exhibiting growth and CPG manufacturers need to facilitate its continuing development through innovation and marketing; Men are also attracted to personal care products which can be used on-the-go; ACTION: Provide an engaging retail experience through experiential marketing approaches
APPENDIX: Definitions; Methodology; Further reading and references; Ask the analyst; Datamonitor consulting; Disclaimer
List of Tables: Table 1: Consumer survey: agreement with the statement, science and technology are making our lives healthier, easier, and more comfortable , in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 2: Consumer survey: agreement with the statement, it is difficult to manage my daily obligations and find time to relax , in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 3: Consumer survey: agreement with the statement, I rely heavily on time saving products and services , in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 4: Average per capita daily leisure time (hours) in Europe, US and Asia Pacific, by country, 2002-2012; Table 5: Average per capita daily leisure time by gender (hours) in Europe, US and Asia Pacific, by country, 2002-2012; Table 6: The difference between male and female leisure time (minutes per day) in Europe, US and Asia Pacific, by country, 2002-2012; Table 7: Consumer survey: agreement with the statement, it is difficult to manage my daily obligations and find time to relax , by gender, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 8: Consumer survey: the importance that individuals attach to developing or maintaining positive personal relationships to create a feeling of wellbeing or wellness in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 9: Average time spent socializing with friends and family per day (minutes) in Europe, US and Asia Pacific, by country, 2002-2012; Table 10: Consumer survey: agreement with the statement, I'm making an effort to save money more now , in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 11: Consumer survey: frequency of entertaining friends or family at home (for a meal, drinks or party) in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 12: Time spent socializing with friends and family per day (minutes), by gender, in Europe, US and Asia Pacific, by country, 2002-2012; Table 13: Consumer survey: the importance that individuals attach to developing or maintaining positive personal relationships to create a feeling of wellbeing or wellness, by gender, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 14: Average per capita daily sleeping time (hours) in Europe, US and Asia Pacific, by country, 2002-2012; Table 15: Consumer survey: frequency by which consumers have felt full of life in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 16: Consumer survey: frequency by which consumers have felt noticeably tense in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 17: Average per capita daily sleeping time (hours), by gender, in Europe, US and Asia Pacific, by country, 2002-2012; Table 18: Consumer survey: the importance that individuals attach to exercising or physical fitness to create a feeling of wellbeing or wellness in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 19: Average per capita time spent doing exercise and physical activity per day (minutes), Europe, US and Asia Pacific, by country, 2002-2012; Table 20: Average per capita time spent exercising per day (minutes), by gender, in Europe, US and Asia Pacific, by country, 2002-2012; Table 21: Average per capita contracted daily working hours in Europe, US and Asia Pacific, by country, 2002-2012; Table 22: Consumer survey: the importance that individuals attach to achieving better work or life balance to create a feeling of wellbeing or wellness in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 23: Consumer survey: the extent to which individuals have made conscious attempts to improve work-life balance in the previous six months in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 24: Average per capita contracted daily working hours, by gender, in Europe, US and Asia-Pacific, by country 2002-2012; Table 25: Average per capita daily time spent consuming all media (hours) in Europe, US and Asia Pacific, by country, 2002-2012; Table 26: Average per capita daily time spent consuming media (hours), by gender, in Europe, US and Asia Pacific, by country, 2002-2012; Table 27: Average daily leisure time spent online (minutes) in Europe, US and Asia Pacific, by country 2002-2012; Table 28: Average time spent online per day by gender (minutes) in Europe, US and Asia Pacific, by country 2002-2012; Table 29: Average time spent watching television per day (hours) in Europe, US and Asia Pacific, 2002-2012; Table 30: Time spent watching television daily (minutes) by gender, Europe, US and Asia Pacific, by country, 2002-2012; Table 31: Average daily time spent consuming print media (minutes) in Europe, US and Asia Pacific, by country, 2002-2012; Table 32: Average per capita daily time spent on all household tasks* (hours) in Europe, US and Asia Pacific, by country, 2002-2012; Table 33: Consumer survey: attitudes towards paying for domestic help in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 34: Average daily time spend on all household tasks* (hours), by gender, in Europe, US and Asia Pacific, by country, 2002-2012; Table 35: Consumer survey: attitudes towards individuality and being able to express yourself in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 36: Time spent daily on food preparation and consumption (hours) in Europe, US and Asia Pacific, by country, 2002-2012; Table 37: Daily time spent on food preparation and consumption, (hours), by gender, in Europe, the US and Asia Pacific, 2002-2012; Table 38: Consumer survey: the importance that consumers attach to minimizing the amount of time spent doing housework in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 39: Consumer survey: agreement with the statement I don't have enough time to thoroughly clean my home as much as I'd like in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 40: Average time spent on household cleaning per day (minutes) in Europe, the US and Asia Pacific, by country, 2002-2012; Table 41: Time spent daily on household cleaning (minutes), by gender, in Europe, the US and Asia Pacific, by country, 2002-2012; Table 42: Consumer survey: the importance that consumers attach to maintaining a clean and hygienic living environment in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 43: Consumer survey: agreement with the notion that having a clean home creates a sense of wellbeing in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 44: Consumer survey: the importance that individuals attach to feeling physically attractive to create a feeling of wellbeing or wellness in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 45: Consumer survey: the extent to which individuals perceived they spent more or less time on improving personal appearance in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 46: Average daily time spent grooming (minutes) in Europe, US and Asia Pacific, by country, 2002-2012; Table 47: Consumer survey: the importance that individuals attach to feeling physically attractive to create a feeling of wellbeing or wellness, by gender, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 48: Consumer survey: the extent to which individuals, by gender, perceived they spent more or less time on improving personal appearance in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 49: Average daily time spent on personal grooming (minutes), by gender, Europe, US and Asia Pacific, 2002-2012; Table 50: Consumer survey: agreement with the statement there is too much choice when doing grocery shopping in 15 countries across Europe, Asia Pacific, South America and the US, by country; Table 51: Consumer survey: percentage of respondents who don't seem to notice new products , by FMCG product type, in 15 countries across Europe, Asia Pacific, South America and the US, by country; Table 52: Average daily time spent on shopping and shopping-related activities (minutes), in Europe, US and Asia Pacific, 2002-2012; Table 53: Time spent shopping per day, (minutes), by gender, Europe, US and Asia-Pacific, 2002-2012; Table 54: Consumer survey: agreement with the statement doing grocery shopping is enjoyable in 15 countries across Europe, Asia Pacific, South America and the US, by country
List of Figures: Figure 1: Datamonitor has identified five major categories for individuals' time-spend which vary in influence across the countries and regions covered in this report; Figure 2: Mini case study: Engobi provides the benefits of energy drinks in a snack product; Figure 3: Technology has created greater flexibility for working practices, but can make it harder to fully separate work and non-work life; Figure 4: Individuals across the globe spend more time on media consumption than any other leisure time activity; Figure 5: Mini Case Study: Sirius Satellite Radio provides a variety of radio stations for 'on demand' usage; Figure 6: Media are becoming more personalized and participative; Figure 7: Consumers spend more time watching television than they do participating with any other media channel; Figure 8: A large proportion of meal occasions in the US take place outside of the home; Figure 9: Attitudes toward housework among males have begun to change, as demonstrated by the formation of the Italian Association of Househusbands; Figure 10: Social networking sites can be used as part of a wider marketing campaign; Figure 11: Mini Case Study: Acecook has successfully used social networking to provide NPD ideas; Figure 12: The Southern Comfort brand was revitalized through a marketing campaign emphasizing the social nature of the drink; Figure 13: Mini Case Study: 'Easy Entertaining' from Stop & Shop saves time on food preparation allowing more time for socializing; Figure 14: Including wine as part of a game showcases an important way of introducing brands to consumers as part of a social event in the home; Figure 15: Household cleaning products designed to combine chores around the home can shorten the time spent in this area; Figure 16: Mini Case Study: Wonder Tablitz uses packaging innovations in bleach products to bring more convenience to household cleaning products; Figure 17: Schwan Consumer Brands has used added technology and an air of professionalism to remove some of the cynicism associated with foods designed to be cooked in minutes; Figure 18: Offering time and effort saving benefits, combined with science-led and natural ingredient efficacy, can help insulate from the escalating private label threat add value to personal care market growth; Figure 19: Convenient, simple and effective products are important to attracting and retaining personal care consumers in the long-term; Figure 20: Mini Case Study: The Beautiful Vending Company has successfully targeted on-the-go hair styling for women; Figure 21: Brands such as Bulldog can encourage men to use personal care products as part of a routine

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