“Laundry patterns are gradually changing, with more men under the age of 55 sharing the responsibilities and consumers responding to the manufacturer push to run more wash loads on lower temperatures and shorter cycles to save energy. A strong desire for clothes that always smell fresh also suggests a need for more quick washes for freshening up items of clothing.”

– Richard Caines, Senior Household Care Analyst

This report looks at British lifestyles in 2011. It looks at the impact of the continued economic situation in the wake of the recession. Unemployment and uncertainty in the housing market as well as low interest rates continue to impact on consumer confidence levels but how does this play out across the FMCG markets and other services such as travel and finance? What does this mean for the next five years?

The report also looks at British lifestyles through the eyes of the consumer. In which sectors do people notice price hikes the most and how does this shape the way in which they shop in those sectors? How are shopping habits changing as consumers adjust to the rising cost of living in combination with their new or strained financial circumstances and what impact does this have on how happy they are? British Lifestyles 2011 also delves into the impact of money on happiness and the implications of this on impulse purchasing.

Britain has emerged from the recession but is faced with a long and lingering period of uncertainty. Consumers remain wary about the future, and this is reflected in spending habits and attitudes about what is 'essential'.

With further cuts ahead, the general mindset is one of caution, with the biggest question of all being 'what next?'

The UK economy has entered into recession and no one can be sure when an upturn will come or how deep the recession will be. Concerns over the economic crisis are now top of the consumer’s agenda, trumping all other reasons to worry.

Consumer opinion is as varied and mixed as expert opinion: will it be decades before we return to pre-recessionary times, or is it a matter of months?

Sales of non-foods by grocers like Tesco and Asda have boomed in the past five years, rising by 52% since 2003 to reach £20.4 billion annually. But now they are facing a tougher environment as consumer spending slows, out-of-town hypermarket space becomes more difficult to obtain and the ageing population means fewer family-age consumers.

Supermarkets are responding with new store formats like non-food standalones, new ranges and a major push to increase their home shopping sales. They are also taking on high street general merchandise rivals like Argos with their own catalogue businesses.