美國人的生活型態分析

Abstract

This annual report identifies five underlying lifestyle and demographic themes that have significant implications for businesses.

Theme #1: Green Shopping

The Green Shopping theme covers the consumer purchase of environmentally friendly goods, as covered in Mintels 2007 reports. Green shopping has infiltrated nearly all categories of consumer goods. This theme focuses specifically on shopping as part of a green lifestyle and how the trend truly “grew legs” in 2007.

Theme #2: The Eco-Echo Boomer

The Eco-Echo Boomer theme looks at the generation that is the primary adopter of green living trends that are becoming intertwined in all aspects of domestic life. Self-assured and somewhat defiant, this cohort has a greater focus on the environment. Travel has given Echo Boomers a more global perspective, impacting decisions they make as consumers.

Theme #3: A Boost for Boomers; in a Bottle, in a Box

This theme covers functional foods and beverages specifically targeting the Baby Boomer generation. With age comes a plethora of health issues. This report looks at segments within the generation, and details how Boomers are motivated by health issues. Distinct differences emerge when looking at the younger versus older Boomer, particularly relating to health concerns.

Theme #4: Retirement redefined

What will life be like for retired Boomers? This theme discusses a generation that is working longer and struggling to pay for retirement. Retirement funds for Boomers will come less from Social Security and pensions than previous generations, and more on their own investments, such as IRAs and 401k accounts. This theme highlights leisure time activities that will appeal to this group, with a particular focus on travel.

Theme #5: Premium Food and Beverage

There are no standard terms for any products or preparations, and yet, or perhaps as a result, the premium concept has infiltrated nearly all food and beverage categories. Indeed, premium could almost be used to describe an aspirational lifestyle attribute more than a positioning claim on a food package. Trends have emerged, yet at the core are a growing number of product offerings that encourage consumers to make more conscientious decisions about what they place in their grocery carts.

Table of Contents

• Scope and Themes
• Report outline
• Key themes
• Green Shopping
• The Eco-Echo Boomer
• A boost for Boomers; in a Bottle, in a Box
• Retirement redefined
• Premium Food and Beverage
• Terms
• Theme: Green Shopping
• Introduction
• Overview
• Contributing reports
• Abbreviations
• Executive Summary
• The green shopper labels
• Traits of the green shopper
• Where they buy
• Online
• Green bricks and mortar
• The Wal-Mart factor
• What they buy
• Eco food and beverage
• Green fashion
• Pet food and supplies
• Cookware
• Personal care
• Green gifting
• Green credit cards
• Encouraging green shopping
• Cause related marketing provides a strong boost
• Beware green washing
• The price hurdle
• A challenge for electronics
• What does it mean to be a "green" shopper?
  • Figure 1: Green consumer groups as a share of total U.S. population, 2005
• Lifestyles of Health and Sustainability (LOHAS)
  • Figure 2: The lohas market, 2006
• Traits of the green shopper
• Where they buy
• Online outlets
  • Figure 3: Total high-speed Internet penetration, 2002-07, March 2007
  • Figure 4: Products 18-24s purchase most online, by gender, February 2007
• Green buildings
• Green Exchange
• The Wal-Mart factor
  • Figure 5: Purchase venues for organic foods and beverages, July 2007
  • Figure 6: Alloy U Award winners for Top Socially Responsible Brands as recognized by college students, 2006 and 2007
• What they buy
  • Figure 7: new product launches with an environmentally friendly product claim, 2002-07
  • Figure 8: Purchase of products that follow green principles, by type of product, September 2006
• Trend: Eco food and beverage
  • Figure 9: Sun Chips Multigrain Snacks product overview
  • Figure 10: Florida' s Natural Premium Orange Juice product overview
  • Figure 11: Louis Kemp Crab Deli Delights Flake Style Crab product overview
• Trend: Green fashion
• Trend: Pet food and supplies
  • Figure 12: New pet food and pet product launches with an environmentally friendly product claim, 2003-07
  • Figure 13: Pet Promise Natural Dog Food product overviewFigure 14: Purina Yesterday' s News Cat Litter product overview
• Trend: Cookware
  • Figure 15: Attitudes towards cookware, cooking and cooking shows, September 2007
• Trend: Personal care
  • Figure 16: Yves Rocher Jardins du Monde African Cocoa Bean Shower Cream product overview
  • Figure 17: Lumene Skincare For Men Moisturizing Shave Gel product overview
  • Figure 18: Family Dollar Essential Care Body Wash product overview
• Trend: green gifting
• Recycle, "regift"
• Green credit cards
• Encouraging green shopping
• Cause related marketing provides a strong boost
• Beware green washing
• The price hurdle
  • Figure 19: Opinions about expense of green living, agree summary, August 2006
• A challenge for electronics
• Theme: The Eco-Echo Booomer
• Introduction
• Overview
• Contributing reports
• Abbreviations
• Executive Summary
• Echo Boomer Culture?
• Parental influence
• Global travelers
• Marriage...
• ...and children
• Home ownership
• The Ethnic Eco Echo
• Echo Boomers: The next "big thing"
  • Figure 20: U.S. population, by generation, 2007
• Tied by apron strings
  • Figure 21: Living situation of 18-24 year olds, by gender, February 2007
• The Echo Boomer globe trekker
  • Figure 22: Number of outside of the U.S./overseas vacations taken in past 12 months, by age, April 2007
• Influenced by the Web
  • Figure 23: Browsing social networks by 18-24 year olds, hours per week, by gender, February 2007
• The Eco Echo Boomer marriage and wedding
  • Figure 24: Estimated median age at first marriage, by gender, 1960-2006
• The Eco-Echo Parent
  • Figure 25: Live births, by birth order and age of mother, 2004
• Baby food
  • Figure 26: New baby food launches with an organic claim, 1996-2007.
  • Figure 27: Gerber Graduates For Toddlers Fruit Strips Flavored Fruit Bars product overview
  • Figure 28: Gerber Tender Harvest 2nd Foods Organic Butternut Squash and Corn product overview
• Diapers
  • Figure 29: Nature Baby Care Eco Friendly Diapers product overview
• Baby clothes
• The Eco Echo Boomers homeowner
  • Figure 30: Incidence of home ownership, by age, 1995-2006
• Flooring
• Paint
• Lawn and garden
• Outdoor furniture
• The Ethnic Eco Echo
  • Figure 31: 18-24 population by race/ethnicity, 2007 and 2012
  • Figure 32: Frequency of buying green products, by race/ethnicity, August 2006
• Theme: A Boost for Boomers: In a Bottle, In a Box
• Introduction
• Contributing reports
• Abbreviations
• Executive Summary
• The many faces of Baby Boomers
• Racial and ethnic diversity
• Motivations and tactics differ for Boomer age segments
• The diet battle
• Vitamin and mineral use among Boomers
• Use of functional foods and beverages
• The Baby Boomer demographic cuts a wide swath
  • Figure 33: Ethnic makeup of the total U.S. and Boomer population, 2006
• The racially and ethnically diverse Baby Boomers
  • Figure 34: Importance of living a healthy life, by race/ethnicity, August 2007
  • Figure 35: Incidence of purchasing functional foods or beverages in the past three months, by race/ethnicity, May 2007
• Motivations and tactics differ for Boomer age segments
  • Figure 36: Factors considered important for healthy living, by age, August 2007
  • Figure 37: Interest in health-related topics, by age, June 2007
• The diet battle
  • Figure 38: Number of respondents controlling diet, by age, January-October 2006
  • Figure 39: Reasons for controlling diet, by age, January-October 2006
  • Figure 40: New product introductions with a weight control claim, 2002-07
  • Figure 41: Types of food purchased when dieting, by age, January-October 2006
• Vitamin and mineral use among Boomers
  • Figure 42: Types of vitamins/mineral tablets/capsule/liquids used by age, January-October 2006
  • Figure 43: New product introductions with a vitamin/mineral fortification claim, 2002-07
  • Figure 44: Interest in alternative formats for vitamins/minerals, by age, July 2007
  • Figure 45: Importance of nutritional product claims, by age, January 2007
• Use of functional foods and beverages
  • Figure 46: Incidence of purchasing functional foods or beverages in the past three months, by age, May 2007
  • Figure 47: FDM* sales of functional beverages, segmented by type, 2005 and 2007
  • Figure 48: U.S. natural channel sales of bars, by type, 2004 and 2006
  • Figure 49: Dagoba Apothecary Moon Cycle Dark Chocolate Bar product overview
  • Figure 50: New product introductions with functional claims, by type of claim, 2002-07Figure 51: Quaker Instant Oatmeal Holiday Cinnamon Spice Cereal product overview
  • Figure 52: Corazonas Heart Healthy product overview
  • Figure 53: Kashi Heart To Heart Honey Oat Waffles product overview
  • Figure 54: Kroger Cholesterol Lowering Fat Free Milk product overview
  • Figure 55: Blue Bunny Light Omega3 Yogurt product overview
  • Figure 56: Simply Nutrilite Twist Tube Drink Mix product overview
  • Figure 57: Sipping Beauty Tea product overview
  • Figure 58: Pokka Chrysanthemum White Tea product overview
  • Figure 59: Tropicana Essentiels Jus de Raisin Pomme Cassis M e et Cranberry product overview
  • Figure 60: Vichy Célestins Complexe Anti-Age product overview
• Theme: Retirement Redefined
• Introduction
• Contributing reports
• Abbreviations
• Executive Summary
• Low confidence in financials
• A shift in funding sources
• Second careers a natural move
• Opportunities to provide financial guidance
• Competition for retirement dollars tight
• Retiring Boomers less likely to move
• Leisure and travel important retirement considerations
• Boomer travel
• Boomers working longer, footing the retirement bill
  • Figure 61: Age individuals plan to retire, by age group, September 2007
• Confidence in financial situation
  • Figure 62: Personal assessment of financial security, October 2006
  • Figure 63: Agreement with: "I feel confident that I will have enough money when I retire", September 2007
• Where the retirement funds will come from
  • Figure 64: Whether expect to receive a pension, by age, September 2007
  • Figure 65: Investment types currently held by 45-59 year olds, January-October 2006
• Second careers
• Opportunities to provide financial guidance
• Competition for retirement dollars
• Retiring Boomers stay home...
  • Figure 66: Whether expect to move/sell house when retired, by age, September 2007
• ...but travel and play more
• Boomer leisure time
• Boomer travel
  • Figure 67: Top 10 Baby Boomer travel trends, 2007
  • Figure 68: Components of an enjoyable vacation, by age, April 2007
• Where they travel
• Luxury travel
• Travel with (or without) children
• Second weddings and vow renewals
• Cruises
• Booking channels
• Theme: Premium Food and Beverage
• Introduction
• Contributing reports
• Abbreviations
• Executive Summary
• Premium sector booming
• What premium means
• Organic sector booming
• Three premium categories
• Organic, natural and source verified
  • Figure 69: Total U.S. retail sales of organic food, at current and constant prices, 2002-07
  • Figure 70: New organic food products, by category, 2002-07
  • Figure 71: Ben & Jerry' s Organic Ice Cream product overview
  • Figure 72: McCormick Gourmet 100% Organic Coarse Grind Black Pepper product overview
  • Figure 73: Oberto Organic Beef Jerky product overview
  • Figure 74: Post Healthy Classics Grape-Nuts Organic Cereal product overview
• Fresh and refrigerated
• Red meat
• Poultry
• Breakfast and Sandwich Meat
• Cheese
• Bread
• Yogurt and yogurt drinks
• Milk
• Pantry and frozen offerings
• Frozen meals
  • Figure 75: Top ten positioning claims of new frozen meal products, January 2007-August 2007
  • Figure 76: Types of individual frozen meals users would like to see more of, by household income, June 2007
  • Figure 77: Mario Batali Regional Recipes product overview
• Shelf stable meals
  • Figure 78: Kraft Bistro Deluxe Creamy Portobello Mushroom Meal product overview
  • Figure 79: Kraft Easy Mac Cups product overview
• Pasta and pasta-based meals
• Side dishes
  • Figure 80: Pastene Arborio Rice product overview
  • Figure 81: Lunds & Byerly' s Roasted Wild Rice product overview
  • Figure 82: Cedarlane all-natural Macaroni & Cheese Pasta product overview
• Frozen snacks
  • Figure 83: Sigma Supreme Crab Stuffed Portabella Mushrooms product overview
• Soup
• Bars
  • Figure 84: Smart Monkey Raw Bars product overview
  • Figure 85: Back To Nature Chewy Trail Mix Bars product overview
  • Figure 86: Cascadian Farm Organic Chocolate Chip Granola Bars product overview
• Snacks
  • Figure 87: Planters Organic Nut Selections product overview
  • Figure 88: Safeway Tropical Treasures product overview
  • Figure 89: Mrs. May' s Naturals Strawberry & Nut Crunch product overview
• Sweet indulgences
• Premium chocolate
• Cookies and cookie bars
  • Figure 90: Newman' s Own Organic Champion Chip product overview
• Cakes and pies
• Ice cream and frozen novelties