Consumer Values and Behaviour in the US

August 2021

This report visually explores everyday habits and behaviours that reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits in the US.

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Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in USA report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in USA report answers:

  • How is the consumer mindset in USA changing? In USA, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in USA purchase decisions?
  • Where and how do consumers shop in USA?
  • What health-related activities do consumers in USA participate in?
  • What megatrends should I focus on in USA (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Consumer Values and Behaviour in the US
Consumers like to try new products and prefer to spend on experiences
Trying new products and services appeals to all generations
Millennials and Generation X are more willing to spend money to save time
Outlook on future finances and happiness is slightly below the global average
US consumers are more pessimistic about activities shifting to in-person
Generation Z feel strongly that they will be working more in the future
US respondents have positive outlook on community engagement
Concerns over the impact of climate change are not as high as the global average
More community engagement expected among younger generations
Low levels of entertaining at home, but virtual connections take off
High percentage of millennials and Generation X exercise at home regularly
American homeowners seek energy-efficient builds over other features
Women are more interested in homes with an outside space than men are
Men are more interested in eating out or ordering in than women are
Convenience of food deliveries outweighs desire to cook
Low levels of cooking skills lead to high demand for delivery
Over half of US consumers look for healthy ingredients
All generations want healthy ingredients in food and drinks
Working close to home is seen as a way to achieve a better work-life balance
Generation Z will seek out jobs that offer them the work-life balance they want
Job security is a high priority following uncertainty around the pandemic
High salaries are key for younger generations, but baby boomers want security
A high percentage of US consumers want to find ways to simplify their lives
G en Z do not have as strict boundaries between work and personal life
Over a third of US respondents socialise online every week
All cohorts connect with friends online; Generation X take more day trips
Going out and shopping as a leisure activity is the most popular
Millennials and Generation X are the most avid leisure shoppers
Cycling is a popular regular exercise but walking or hiking are the most frequent
Nearly 60% of millennials run or jog for exercise every week
Men are more likely to use massage for stress reduction than women are
Baby boomers use meditation and herbal remedies to reduce stress
Consumers have more faith in recyclable labels than sustainably produced
Older generations are more definite about trying to have a positive impact
Consumers are actively recycling items above the global average
Baby boomers show themselves to be more active in recycling items
Donating to charities that support environment is on a par with global
Gen Z are more sustainably minded than millennials or Generation X
Over a quarter of consumers will boycott brands that do not share their beliefs
Baby boomers are more likely to donate to charities that support their values
Cost-conscious shoppers are most like to “find bargains”
Boomers not as inclined to visit shopping malls as other generations
Consumers concentrate on price and are ready to buy used items
All generations are positive about buying used but branding is still important
Consumers show a strong preference for buying beauty/care items in-store
Millennials use their smartphones more often for food delivery
Intentions to increase spend on education and travel are high on the agenda
Generation Z concentrate their efforts on spending on their education
Consumers want to find ways to save money over the next 12 months
Consumers warm to interacting online but actively manage data sharing
Millennials and Generation X prefer to communicate online
Low levels of purchasing and sharing information via social media
Millennials are most active in sharing or retweeting a company’s social media
Mobile banking is the most frequently used online service
Millennials show high adoption of health and fitness apps

Buy Conumer Lifestyle overview reports to:

Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.


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