Consumer Values and Behaviour in the USA

June 2024

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

USD 1,475
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Overview:

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?
Download Table of Contents
Scope
Consumer values and behaviour in the US
Consumers are troubled by the escalating expenses associated with everyday goods
Baby boomers feel at ease expressing their identity among friends and family
Consumers in the US enjoy experimenting with novel goods and amenities
Younger generations want products and services that are uniquely tailored to them
Consumers in the US anticipate that their level of happiness will increase in the future
Younger generations anticipate to be working harder and benefit from financial growth
Millennials are the most active in keeping themselves busy at home
Safe location is the most appreciated home feature among Americans
American consumers prefer cooking and baking for themselves over ordering in
Americans prefer to engage in activities other than preparing meals
20% of Gen Z say they do not cook very well
Baby boomers more likely to look for healthy ingredients and study nutrition labels
Americans are less concerned about work-life balance compared to global average
American consumers prioritise earning a high salary, especially Gen Z
Millennials maintain the strongest split between their work and private life
American consumers connect with friends through digital means
Millennials enjoy the greatest amount of leisure activities compared to other generations
Consumers in the US primarily seek getting the best return on money spent when travelling
Baby boomers' biggest concern when travelling is safety
Most Americans enjoy walking or hiking at least once a week as a means of exercise
Millennials engage in alternative solo excercise activities
Millennials are taking active steps in stress-reduction and mental wellbeing activities
Americans are feeling uneasy about the effects of climate change
Baby boomers leading the fight for more sustainable living
Americans less concerned about green behaviours/activism compared to rest of the world
Baby boomers heavily influenced by a brand or company's social and political positions
American consumers enjoy discovering good deals
Older consumers more likely to buy goods from locally-owned stores
Consumers in the US are willing to buy second-hand or previously-owned items
Those willing to buy second-hand or previously-owned items are prone to be older consumers
American consumers subscribe to online platforms for streaming media
Increased spending on groceries will be priority over the next year
Younger generations planning to increase spending on health and wellness the most
American consumers are concerned about their current financial situation
Older generations are more concerned about their current financial situation
Building up their savings is a goal for Gen Z consumers over the next year
Less than half of consumers prefer to be anonymous online
Millennials are utilising the latest in what technology has to offer
Consumers access social media accounts to edit profiles daily
Baby boomers are the least active generation for online activities
Younger generations most interested in what other consumers have to say online
Americans' online interactions are focused on engaging with companies' social media posts
Younger generations are most likely to share or retweet companies' social media feed or posts
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