Consumer Lifestyles, Priorities And Work-Life Balance

Published by: Datamonitor

Published: Sep. 24, 2008 - 7 Pages

Table of Contents

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

Abstract

• 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

• 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

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