Consumer Lifestyles, Priorities And Work-Life Balance

Across 15 countries surveyed by Datamonitor in August 2008, more than one-third of respondents agreed that ""it is difficult to manage daily obligations and find time to relax"". Yet, more than two-thirds of respondents also feel that ""science and technology are making our lives healthier, easier, and more comfortable"". An increase in leisure time is also contrary to the perception of time scarcity

Report Highlights
Many consumers across the world perceive that their free time is eroding, when in fact, a number of time use surveys consistently find that leisure time is increasing. Consumers are willing to sacrifice basic needs such as sleep in the quest to gain more leisure time. This is consistent with the idea of people as 'leisure time maximizers'.

Despite the gender disparity noted above, the gap between male and female leisure time is closing in most of the countries covered in this report. Women are beginning to make more free time for themselves, while some men have also begun to take on more domestic tasks

A Datamonitor survey conducted in August 2008 showed many shoppers feel there is too much choice when doing grocery shopping. In additionsupporting the idea that consumers often shop passivelythe results also highlighted that many shoppers simply don't notice new products even for enjoyment orientated purchases such as alcoholic drinks
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Overview 1
Catalyst 1
Summary 1
Table of Contents 2
Table of figures 3
Table of tables 4
THE FUTURE DECODED 5
INTRODUCTION: Understanding the way in which people spend their time is of vital importance to the consumer packaged goods industry 5
Defining the core time use categories 5
TREND: Consumers feel more time-pressured despite having more leisure time 6
A sense of being overwhelmed characterizes many individuals' lifestyles 7
The overall amount of individual leisure time is increasing 9
Men enjoy more leisure time per day than women 10
Consumers have a wide variety of options for spending leisure time 13
Consumers still have more free time at weekends 14
Finding time to spend with friends and family is a top priority and is associated with wellbeing 14
Convergence of work and social lives is a running theme in some countries 15
The home is increasingly the focus of social occasions although there are notable country variances 16
The range of home entertaining occasions has become more diverse 17
There is substantial variation between genders in time spent socializing 18
Sleeping time is being sacrificed often with the intention of creating more leisure time 20
The recommended time for sleeping is a contentious issue while sleep disorders are relatively common 20
Women sleep for slightly longer than men on average 22
The amount of time spent exercising is increasing 23
The energy drinks and sports nutrition market is continuing to expand, but the rate of growth is slowing 26
Key take-outs and implications: leisure time is of paramount importance to consumers across the globe 27
TREND: Official working hours are slowly decreasing over time 28
US and Asian consumers are working longer hours than Europeans 28
A desire to achieve a better work lie balance is a contributing factor to declining work hours 29
Working hours for men are still substantially longer than for women 30
Greater connectivity through technology means more work is done outside official working hours 31
Key take-outs and implications: a decline in contracted working hours does not have solely positive implications for consumers 32
TREND: Media consumption continues to increase and takes up the majority of consumers' leisure time 33
Men spend slightly more time consuming media than women 33
Media consumption accounts for more than fifty per cent of leisure time in most countries across the globe 34
The Internet is the fastest growing medium in terms of daily time spend 36
The distinctions between media formats are blurring thereby creating more compelling user interfaces 37
Increased usage of the Internet is causing consumers to cut down on other forms of media consumption 39
Younger generations are leading the way in Internet usage 40
Internet usage is also growing among the so-called ""silver surfers"" 40
Women's usage of the Internet is increasing and catching up with male usage 41
Television still remains an important medium for leisure time 42
Men spend longer watching television than women 44
Trends in time spent consuming print media vary by country 45
Key take-outs and implications: media consumption is an important activity in the lives of many consumers 46
INSIGHT: Consumers are looking for more convenient ways of performing household tasks 47
Indians and Italians spend the longest amount of time on household tasks 47
Women still spend substantially more time on household tasks than men 49
There are wide variations in the amount of time consumers spend preparing and eating food 50
Females spend substantially more time on food preparation and consumption than males 53
The amount of time spent cleaning the home is steadily decreasing 54
Traditional gender associations with cleaning persist 56
Consumers still feel that a clean home can create a feeling of wellbeing 58
Older generations spend the most time on housework 59
Key take-outs and implications: 'have it all' consumers want clean homes and good food, but in less time 60
INSIGHT: The importance of a good personal appearance is driving an increase in the time spent on personal grooming 60
Men are showing increasing interest in grooming and 'appearance management' 64
Key take-outs and implications: both sexes are placing a higher value on their personal appearance 66
INSIGHT: Alternative channels and financial concerns are influencing consumers' time-spend on shopping 67
Key take-outs and implications: a reduction in shopping time can make it harder to attract and maintain the consumer's attention 71
ACTION POINTS 72
ACTION: Adjust marketing spend in line with media consumption 72
Give more priority to marketing through online media 72
Use advertising through Online Social Networks where appropriate 73
Using the web-based content to foster more participative and collaborative customer communication 75
Beware of alienating consumers through excessive, saturated or intrusive online advertising 75
ACTION: Promote products and brands as 'connectors' 76
Advocate family or friendship togetherness in marketing campaigns 76
Use slogans and themes that promote quality family and friend time 76
Target home entertaining occasions 78
Using branded parties to bring brands to life and encourage party-goers to share products with their own friends and family 80
ACTION: Add convenient attributes to products to allow consumers to reclaim leisure time 81
Household products should help to speed up chores without compromising on efficacy 81
Convenience in food and drink products can help to save time for busy consumers 83
Convenient food and drink options must remain price competitive 84
ACTION: Target both men and women's personal grooming occasions with simplified, efficacy led health and beauty products 84
Offer measured dosing 85
Develop products with long lasting, durable features that minimize the need for constant top-ups and offer easy application 86
Help improve problem visibility 86
Combining natural and hi-tech, advanced ingredients for maximal efficacy 87
Seek out new opportunities in fulfilling consumers desire to 'top-up' their appearance when on the go 88
The male grooming market is also exhibiting growth and CPG manufacturers need to facilitate its continuing development through innovation and marketing 88
Men are also attracted to personal care products which can be used on-the-go 89
ACTION: Provide an engaging retail experience through experiential marketing approaches 89
APPENDIX 91
Definitions 91
Methodology 92
Further reading and references 93
Ask the analyst 93
Datamonitor consulting 93
Disclaimer 93
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Table 1: Consumer survey: agreement with the statement, ""science and technology are making our lives healthier, easier, and more comfortable"", in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 7
Table 2: Consumer survey: agreement with the statement, ""it is difficult to manage my daily obligations and find time to relax"", in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 8
Table 3: Consumer survey: agreement with the statement, ""I rely heavily on time saving products and services"", in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 9
Table 4: Average per capita daily leisure time (hours) in Europe, US and Asia Pacific, by country, 2002-2012 10
Table 5: Average per capita daily leisure time by gender (hours) in Europe, US and Asia Pacific, by country, 2002-2012 11
Table 6: The difference between male and female leisure time (minutes per day) in Europe, US and Asia Pacific, by country, 2002-2012 12
Table 7: Consumer survey: agreement with the statement, ""it is difficult to manage my daily obligations and find time to relax"", by gender, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 13
Table 8: Consumer survey: the importance that individuals attach to ""developing or maintaining positive personal relationships"" to create a feeling of wellbeing or wellness in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 14
Table 9: Average time spent socializing with friends and family per day (minutes) in Europe, US and Asia Pacific, by country, 2002-2012 15
Table 10: Consumer survey: agreement with the statement, ""I'm making an effort to save money more now"", in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 16
Table 11: Consumer survey: frequency of entertaining friends or family at home (for a meal, drinks or party) in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 17
Table 12: Time spent socializing with friends and family per day (minutes), by gender, in Europe, US and Asia Pacific, by country, 2002-2012 19
Table 13: Consumer survey: the importance that individuals attach to ""developing or maintaining positive personal relationships"" to create a feeling of wellbeing or wellness, by gender, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 19
Table 14: Average per capita daily sleeping time (hours) in Europe, US and Asia Pacific, by country, 2002-2012 20
Table 15: Consumer survey: frequency by which consumers have felt ""full of life"" in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 22
Table 16: Consumer survey: frequency by which consumers have felt ""noticeably tense"" in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 22
Table 17: Average per capita daily sleeping time (hours), by gender, in Europe, US and Asia Pacific, by country, 2002-2012 23
Table 18: Consumer survey: the importance that individuals attach to exercising or physical fitness to create a feeling of wellbeing or wellness in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 24
Table 19: Average per capita time spent doing exercise and physical activity per day (minutes), Europe, US and Asia Pacific, by country, 2002-2012 25
Table 20: Average per capita time spent exercising per day (minutes), by gender, in Europe, US and Asia Pacific, by country, 2002-2012 26
Table 21: Average per capita contracted daily working hours in Europe, US and Asia Pacific, by country, 2002-2012 29
Table 22: Consumer survey: the importance that individuals attach to achieving better work or life balance to create a feeling of wellbeing or wellness in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 30
Table 23: Consumer survey: the extent to which individuals have ""made conscious attempts to improve work-life balance"" in the previous six months in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 30
Table 24: Average per capita contracted daily working hours, by gender, in Europe, US and Asia-Pacific, by country 2002-2012 31
Table 25: Average per capita daily time spent consuming all media (hours) in Europe, US and Asia Pacific, by country, 2002-2012 33
Table 26: Average per capita daily time spent consuming media (hours), by gender, in Europe, US and Asia Pacific, by country, 2002-2012 34
Table 27: Average daily leisure time spent online (minutes) in Europe, US and Asia Pacific, by country 2002-2012 37
Table 28: Average time spent online per day by gender (minutes) in Europe, US and Asia Pacific, by country 2002-2012 41
Table 29: Average time spent watching television per day (hours) in Europe, US and Asia Pacific, 2002-2012 44
Table 30: Time spent watching television daily (minutes) by gender, Europe, US and Asia Pacific, by country, 2002-2012 45
Table 31: Average daily time spent consuming print media (minutes) in Europe, US and Asia Pacific, by country, 2002-2012 46
Table 32: Average per capita daily time spent on all household tasks* (hours) in Europe, US and Asia Pacific, by country, 2002-2012 48
Table 33: Consumer survey: attitudes towards paying for domestic help in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 49
Table 34: Average daily time spend on all household tasks* (hours), by gender, in Europe, US and Asia Pacific, by country, 2002-2012 50
Table 35: Consumer survey: attitudes towards ""individuality and being able to express yourself"" in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 51
Table 36: Time spent daily on food preparation and consumption (hours) in Europe, US and Asia Pacific, by country, 2002-2012 52
Table 37: Daily time spent on food preparation and consumption, (hours), by gender, in Europe, the US and Asia Pacific, 2002-2012 54
Table 38: Consumer survey: the importance that consumers attach to ""minimizing the amount of time spent doing housework"" in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 55
Table 39: Consumer survey: agreement with the statement ""I don't have enough time to thoroughly clean my home as much as I'd like"" in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 55
Table 40: Average time spent on household cleaning per day (minutes) in Europe, the US and Asia Pacific, by country, 2002-2012 56
Table 41: Time spent daily on household cleaning (minutes), by gender, in Europe, the US and Asia Pacific, by country, 2002-2012 57
Table 42: Consumer survey: the importance that consumers attach to ""maintaining a clean and hygienic living environment"" in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 59
Table 43: Consumer survey: agreement with the notion that ""having a clean home creates a sense of wellbeing"" in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 59
Table 44: Consumer survey: the importance that individuals attach to ""feeling physically attractive"" to create a feeling of wellbeing or wellness in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 62
Table 45: Consumer survey: the extent to which individuals perceived they spent more or less time on ""improving personal appearance"" in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 63
Table 46: Average daily time spent grooming (minutes) in Europe, US and Asia Pacific, by country, 2002-2012 63
Table 47: Consumer survey: the importance that individuals attach to ""feeling physically attractive"" to create a feeling of wellbeing or wellness, by gender, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 64
Table 48: Consumer survey: the extent to which individuals, by gender, perceived they spent more or less time on ""improving personal appearance"" in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 65
Table 49: Average daily time spent on personal grooming (minutes), by gender, Europe, US and Asia Pacific, 2002-2012 66
Table 50: Consumer survey: agreement with the statement ""there is too much choice when doing grocery shopping"" in 15 countries across Europe, Asia Pacific, South America and the US, by country 68
Table 51: Consumer survey: percentage of respondents who ""don't seem to notice new products"", by FMCG product type, in 15 countries across Europe, Asia Pacific, South America and the US, by country 68
Table 52: Average daily time spent on shopping and shopping-related activities (minutes), in Europe, US and Asia Pacific, 2002-2012 69
Table 53: Time spent shopping per day, (minutes), by gender, Europe, US and Asia-Pacific, 2002-2012 70
Table 54: Consumer survey: agreement with the statement ""doing grocery shopping is enjoyable"" in 15 countries across Europe, Asia Pacific, South America and the US, by country 71
Figure 1: Datamonitor has identified five major categories for individuals' time-spend which vary in influence across the countries and regions covered in this report 6
Figure 2: Mini case study: Engobi provides the benefits of energy drinks in a snack product 27
Figure 3: Technology has created greater flexibility for working practices, but can make it harder to fully separate work and non-work life 32
Figure 4: Individuals across the globe spend more time on media consumption than any other leisure time activity 35
Figure 5: Mini Case Study: Sirius Satellite Radio provides a variety of radio stations for 'on demand' usage 38
Figure 6: Media are becoming more personalized and participative 39
Figure 7: Consumers spend more time watching television than they do participating with any other media channel 43
Figure 8: A large proportion of meal occasions in the US take place outside of the home 53
Figure 9: Attitudes toward housework among males have begun to change, as demonstrated by the formation of the Italian Association of Househusbands 58
Figure 10: Social networking sites can be used as part of a wider marketing campaign 74
Figure 11: Mini Case Study: Acecook has successfully used social networking to provide NPD ideas 74
Figure 12: The Southern Comfort brand was revitalized through a marketing campaign emphasizing the social nature of the drink 78
Figure 13: Mini Case Study: 'Easy Entertaining' from Stop & Shop saves time on food preparation allowing more time for socializing 79
Figure 14: Including wine as part of a game showcases an important way of introducing brands to consumers as part of a social event in the home 80
Figure 15: Household cleaning products designed to combine chores around the home can shorten the time spent in this area 82
Figure 16: Mini Case Study: Wonder Tablitz uses packaging innovations in bleach products to bring more convenience to household cleaning products 83
Figure 17: Schwan Consumer Brands has used added technology and an air of professionalism to remove some of the cynicism associated with foods designed to be cooked in minutes 84
Figure 18: Offering time and effort saving benefits, combined with science-led and natural ingredient efficacy, can help insulate from the escalating private label threat add value to personal care market growth 85
Figure 19: Convenient, simple and effective products are important to attracting and retaining personal care consumers in the long-term 87
Figure 20: Mini Case Study: The Beautiful Vending Company has successfully targeted on-the-go hair styling for women 88
Figure 21: Brands such as Bulldog can encourage men to use personal care products as part of a routine 89
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