Improving economic conditions indicate that demand for green and sustainable products will grow in 2012. During the recession years (2007-09) and the subsequent slow recovery, the green consumer base stagnated as financial concerns outweighed environmental concerns. However, current macroeconomic data shows that a reversal of fortunes may be in the works for the green market. Notwithstanding this, Mintel’s most recent consumer survey results show a decline in the number of those that think of themselves as dedicated green shoppers, which is surprising given the proliferation of green goods on the market across nearly every consumer category. There is however more to this data, and a suggestion that to some degree, green has become a norm, an expectation, and as a result is receiving less immediate attention.

This report closely examines both the economic and social factors impacting consumers’ perception of the green market and green products, consumer attitudes toward green products and their use of such products, as well as innovative green products and marketing techniques used across a variety of consumer industries are also discussed.

Economic concerns are the underlying theme of the lifestyle changes made by many of the nation’s Baby Boomers. Since the recession officially ended in 2009, there have been few positive developments regarding the tepid state of U.S. economic growth. With retirement funds ravaged, jobs scarce, and costs for necessities such as transportation and healthcare rising, Boomers have had to make cuts in their entertainment and leisure spending compared with the pre-recession years. At the same time, Boomers are experiencing lifestyle changes and new financial challenges, as many find themselves assisting their grown children by opening up their homes to them and/or providing financial assistance. The finances of Boomers may be further strained among those offering financial and/or residential support to their parents.

Compared with 2009 when Mintel last published a report on this topic, Lifestyles of Baby Boomers—U.S., October 2009, an increasing volume of marketing efforts appear to be directed toward Boomers. However, Boomers remain underrepresented in most media advertising, given the size and relative wealth of the generation.

Popular characters can be very effective at driving sales for a variety of products. For example, according to Nickelodeon, Dora the Explorer has generated more than $11 billion in worldwide sales since 2002. The exceptional effectiveness of character merchandising—especially when related to advertising directed at children—has also led to a great deal of oversight from the federal government. Research has shown that children respond more favorably to products with packaging that includes cartoon characters. The effect is so strong that children even rate foods with cartoon character packaging as tasting better than other foods.

Despite the popularity of character merchandising, overall sales have declined in recent years. The decrease is partially due to the continuing weak economy, and that many parents have adopted more frugal shopping habits in an effort to reduce discretionary spending. Thus, while character merchandising can be quite effective, it is also important to examine consumer attitudes and behavior, as well as industry trends and innovations, to ensure that such efforts are successful.

At the crossroads of sports, fashion and popular culture, the fitness apparel market boasts some of the best-established brands in the world. This report explores how the macroeconomic landscape, national fitness activity and demographic changes are shaping the market. It hones in on the recent performance, sales, branding and marketing strategies of major suppliers including Nike, Adidas, Puma, New Balance, Hanes, Under Armour and a host of smaller players. It analyzes major recent ad campaigns to probe how these companies are reaching out to teens, 18-24 year olds, women and other key demographic groups. It describes major innovations that enhance the performance, comfort and functionality of fitness apparel. Exclusive, up-to-date consumer research examines which groups are purchasing the most apparel and what products they are buying. It probes behavior, interests and attitudes such as:

This report provides in-depth analysis of the ever-changing face of the children’s footwear market. Key drivers of this segment include children’s rapidly changing shoe sizes, the promotional activities of top brands, and the impact of economic conditions on consumer spending. The burgeoning Hispanic population and Hispanics’ tendency to have more children are also examined since these issues impact the group’s current and future footwear consumption.

This report covers footwear for children aged 0-11. While it discusses brand position and related topics, it does not include market share or market size data for individual brands or categories. The only sales figures included are those provided by companies’ own annual reports and other documents.