Consumer Values and Behaviour in the United Kingdom

TABLE OF CONTENTS

Consumer values and behaviour in the United Kingdom

Consumers more comfortable with non-branded products than globally

Overall attitudes of all generations is that they like to try new products

Millennials more attuned to spending money to save time

UK consumers do not feel as positive about their financial future

Shift to more activities in-person not as anticipated as global average

Gen Z most optimistic about their future but expect to work more

Levels of community engagement not as high as global average

Nearly half of respondents feel that climate change will have more impact

All cohorts feel strongly that climate change will impact their lives more

High frequency of exercising at home across all generations

UK households concerned about energy efficiency

Outside space considered crucial when considering home purchase

Eating home-cooked food more popular than other options

Low levels of barriers to cooking at home in the UK

Lack of time across younger generations biggest barrier

Consumers focus on the health benefits of the foods they eat

All generations look for healthy ingredients and study labelling

Work-life balance more sought after than being able to work from home

All generations value a job that provides a good work-life balance

Job security the overall priority during uncertain economic times

Job security more important for older generations

Over half of consumers looking for ways to simplify their lives

Younger generations feel under more pressure to get things done

Regular socialising online with friends is the new normal

All generations enjoy socialising with friends online

Consumers go shopping for leisure more often than other activities

Millennials go to the cinema more frequently than other generations

Going out for a walk or a hike by far the most popular exercise

Cycling for exercise preferred over team sports and fitness classes

Meditation is high up on the list of stress-reduction activities

Millennials and Gen X adopting sleep aids more than other generations

Consumers have higher trust in recycling labels than other claims

Older generations more engaged with having a positive impact

Consumers recycle, reduce food waste and use less plastic than globally

Baby Boomers more active with their green behaviours

Nearly half of respondents would rather repair than replace items

Baby Boomers more likely to invest in energy-efficient products

Company and brand values/beliefs important to a quarter of respondents

Gen X and Baby Boomers more likely to share their opinions on social media

Cost and value for money important considerations for consumers

Older generations more likely to look for bargains

Circular economy gaining ground as consumers choose to buy used items

Consumers concentrating on buying only what they feel is necessary

Consumers purchase products on their laptop rather than smartphone

Gen Z purchasing BPC items more often on their phone than in store

Smallest intention to decrease spending is on health and wellness

Gen Z focus increased spending on health and wellness over education

Online virtual experiences have low preference over real world

Millennials more likely to share their data to receive personalised offers

Low rates of sharing or retweeting a company's social media feed or post

All generations more willing to "Follow" or "Like" a company's media post

Banking services/health and fitness apps most frequent mobile activities

Gen Z use their mobile device more often to make an in-store payment