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Men & Womens Buying Habits
Market Assessment 2008 Fifth Edition July 2008

  • Publication Date:July 2008
  • Publisher:Key Note
  • Product Type: Report
  • Pages:162

Men & Womens Buying Habits Market Assessment 2008 Fifth Edition July 2008

This Key Note Market Assessment report is the fifth edition examining the main differences between men and womens buying habits. The report continues to reveal shifts in typical buying behaviour and activity by both sexes, as the balance of economic power between them converges.

The report examines the buying behaviour of both men and women across six separate and disparate market segments: food and drink; toiletries, cosmetics and fragrances; clothing and footwear; magazines; the brown goods market; and cars.

Although the cost of food and drink has begun to increase over recent months, the heavy price-cutting tactics of the major supermarkets have managed to maintain prices across many sectors. How long this will continue remains to be seen and it seems inevitable that the price of goods within UK supermarkets will rise as manufacturers, distributors and retailers all face escalating costs, which will ultimately be passed onto the consumer. In nearly three-quarters of all households in the UK, women do the majority of grocery shopping and are in charge of the budget for food and drink. Their higher propensity to seek out promotions and offers in store may help drive the sales of more value-based offerings.

Women remain the main users and purchasers of goods within the cosmetics and toiletries sector, with around eight in ten women stating that they buy the majority of cosmetic and toiletry goods in their household. The mens toiletry market, while still in relative infancy, is experiencing some growth, especially within the skincare sector. Although it is not estimated that mens buying of toiletry goods will match that of womens in the near future, there is a growing trend among men, especially those within the younger age brackets, to purchase more goods related to physical appearance.

Well-known brand names among female toiletry goods are increasingly attempting to launch into the male arena.

The cost of clothing in the UK, as a relative cost to other goods on the high street, has been declining for a number of years. Since the introduction of cheap fashion imports from China and the Far East, lower-cost clothing has flooded the high street and consumers have increased their overall purchasing of garments. This is especially true among female consumers, who are now buying substantially more many clothes than they did a year ago.

The popularity of discount clothing has increased sharply over recent years, with stores such as Primark enjoying phenomenal success on the high street through their skill of replicating catwalk trends within little time and at a minimal price. Many of these low-cost clothing outlets are now looking to the male market as a means of extending their business. However, while the low prices within discount clothing stores has proved very popular amongst consumers, recent exposs of unethical trading and the use of child labour may have an impact on their popularity and success in the future.

Media-buying habits are also considered within this report - specifically, with regard to magazines, both as a product that polarises buying behaviour between men and women and also in respect of the types of editorial and advertising offered by each genre. Celebrities continue to be a key focus 2 Key Note Ltd 2008 Executive Summary Men & Womens Buying Habits within the UK womens magazine market and thus have a significant influence on newsstand sales. Shopping is also another important driver of sales, with many of the current issues featuring strong shopping-related coverlines to attract readers.

The UK brown goods market, as identified for the purpose of this Key Note report, concentrates mainly on the sale of audiovisual electrical equipment within the UK. The market is currently characterised by a high degree of price cutting and deflation, as consolidation on the high street continues and as new low-cost entrants in the form of supermarkets and online stores emerge.

Men have traditionally been viewed as the main purchaser of electrical goods; however, over recent years, expenditure within this category by women has increased. Retailers must now adopt different strategies in order to target the valuable female consumer as, at present, many women still admit to feeling alienated within this marketplace. The emergence of major supermarkets expanding into this sector may increase the accessibility of brown goods to female consumers.

The car market in the UK is currently revealing a slight decline in terms of sales volume, both within the new- and used-car categories. This trend is forecast to continue for the coming 12 months. According to the Department for Transports (DfTs) National Travel Survey 2006 (published 30th August 2007), more than eight in ten men hold a driving licence, compared with only 63% of women. In terms of car-purchasing considerations, men and women were almost equally likely to vote reliability, price and comfort as the three main deciding factors.

Currently, the UK economy is experiencing a rather uncertain period, with many experts predicting an economic slowdown or, at worst, a possible recession. Global economic factors, such as the 'credit crunch in the US and rising oil and energy prices, are all having their impact on trading conditions in the UK. As a consequence, consumer confidence remains in the balance, with many analysts predicting declining levels of consumer expenditure and a tough year ahead on the high street. Reports in the media abound as to falls in the UK housing market and increases in the costs of borrowing, all of which are factors that will further stretch the UK consumers spending power.

Key demographic trends within the UK will also have an impact on current and future buying habits across both sexes. Women, for example, are continuing to enter the workplace at a greater rate and, while many may still be employed within more lower-paid, part-time positions, there is an increasing representation of women within more senior, well-paid roles.

Thus, the general wealth of women is continuing to grow, albeit at a slower rate than that of their male counterparts. The rise in the proportion of one-person households within the younger segments of society will also have an impact on retail sales; many of these households are composed of single men, with a high disposable income, who are an attractive target audience for a variety of sectors. General buying habits of both men and women are further investigated throughout this report. New theories of shopping-related differences between men and women are examined, along with the analyses of exclusive research commissioned by Key Note.

Although some stereotypical assumptions are confirmed, others appear to be less biased towards either sex and more demographically focused.

  • Executive Summary
  • 1. Introduction
    • Report Focus
    • Definition
  • 2. Strategic Overview
    • The Economy in 2008
    • Gross Domestic Product
    • Table 1: UK Gross Domestic Product at Current and Annual Chain-Linked
    • Prices (m), 2003-2007
    • Inflation
    • Table 2: UK Rate of Inflation (%), 2003-2007
    • Household Disposable Income
    • Table 3: UK Household Disposable Income per Capita (), 2003-2007
    • Household Expenditure
    • Table 4: UK Household Expenditure at Current Prices (Index 1971=100 and bn),
  • 1971, 1981, 1991, 2001 and 2005
    • Employment
    • Table 5: Actual Number of Unemployed Persons in The UK (Million), 2003-2007
    • Consumer Debt
    • Savings
    • The Consumer Key Factors
    • Population Trends
    • Table 6: UK Resident Population Estimates by Sex (000),
    • Mid-Years 2004-2008 and 2011
    • Boys Outnumber Girls; Women Outnumber Men
    • Table 7: Age of UK Resident Population by Gender (000),
  • 2002-2011
    • Number of UK Households
    • Table 8: Households in Great Britain by Size (%, Million and Number),
  • 1971, 1981, 1991, 2001 and 2006
    • Table 9: Households in Great Britain by Type of Household and Family
    • (% and Million), 1971, 1981, 1991, 2001 and 2006
    • Gender and Family Status
    • Table 10: Marital Status in Great Britain by Sex (%), 2006
    • Work and Employment Trends by Sex
    • Table 11: Economic Activity in The UK by Employment Status
    • and Sex (Million), 1989 and 2007
    • Table 12: Employment in The UK by Sex and Occupation (%), 2007
    • Earnings and Gender
    • Table 13: Men and Womens Mean Hourly Pay, Excluding Overtime
    • ( and %), 1997, 1999, 2001, 2003, 2005 and 2007
    • Lifestyle Trends and Gender
    • Table 14: Time Spent on Main Activities by Sex (Minutes per Day), 2005
    • Table 15: Time Spent on Housework by Sex (Minutes per Day), 2005
    • Who Holds The Purse Strings?
  • 3. Key Markets
    • Introduction
    • Food and Drink
    • Table 16: UK Consumer Expenditure on Food and Non-Alcoholic
    • Drink at Current Prices (m at Rsp), 2002-2006
    • Table 17: Composition of Expenditure on Food (%), Quarter 4 2006
    • Toiletries, Cosmetics and Fragrances
    • Total Market
    • Table 18: The Total UK Toiletries, Cosmetics and Fragrances Market
    • by Sector by Value at Current Prices (m at Rsp), 2005-2007
    • Toiletries
    • Table 19: The Total UK Toiletries Market by Sector by Value at Current Prices
    • (m at Rsp), 2005-2007
    • Fragrances
    • Table 20: The Fragrance Sector by Subsector by Value at Current Prices
    • (m at Rsp and %), 2006
    • Clothing and Footwear
    • Table 21: The Total UK Clothing and Footwear Market by Value
    • at Current Prices (m at Rsp), 2003-2007
    • Table 22: The UK Market for Womens and Girls, and Mens and Boys
    • Clothing by Value at Current Prices (m at Rsp), 2003-2007
    • Table 23: Annual Average Retail Price Indices for Clothing
    • and Footwear (1987=100), 1987, 1997 and 2003-2007
    • Table 24: Retail Sector Shares by Expenditure (%),
  • 12 Weeks Ending 14th October 2006 and 2007
    • Table 25: Average Weekly Expenditure on Men and Womens Clothing
    • and Footwear by Place of Purchase (), 2006
    • Men & Womens Buying Habits Contents
    • Key Note Ltd 2008
    • Media Magazines
    • Table 26: Consumer Expenditure on Magazines (m), 2003-2007
    • Table 27: Top Ten Womens Weekly Magazines by Average
    • Net Circulation, July-December 2003-2007
    • Table 28: Top Ten Womens Monthly Magazines by Average
    • Net Circulation, July-December 2003-2007
    • Table 29: Top Ten Mens Lifestyle Magazines by Average
    • Net Circulation, July-December 2003-2007
    • The Brown Goods Market
    • Table 30: Consumer Expenditure on Electrical Audiovisual and Recording
    • Equipment at Current Prices (m at Rsp), 2003-2007
    • Cars
    • Table 31: UK Households with Regular Use of A Car and Number
    • of Cars on UK Roads (% and Million), 2002-2006
    • Table 32: Number and Composition of Cars on UK Roads
    • by Year of Registration of Vehicle (000 and %), 2006
    • Table 33: Retail Sales Value of The Motor Vehicle Industry (m), 2002-2006
  • 4. Buying Habits
    • Retail Trends
    • Shopping Habits and Gender
    • Research into Shopping Habits
    • Shopping and The Personality Perspective New Paradigms for Segmentation
    • Content Responsibles
    • Natural Hybrids
    • Social Catalysts
    • Cultural Artists
    • Advertising
    • Table 34: Top Ten UK Television Advertisers by Expenditure (), May 2008
    • Food and Drink
    • Table 35: Main Media Advertising Expenditure on Supermarkets
    • and Grocery Stores (000 and %), Year Ending December 2007
    • Cosmetics, Toiletries and Fragrances
    • Table 36: Main Media Advertising Expenditure on Cosmetics, Toiletries
    • and Fragrances (000 and %), Year Ending December 2007
    • Clothing and Footwear
    • Table 37: Main Media Advertising Expenditure on Clothing
    • and Footwear (000 and %), Year Ending December 2007
    • Magazines
    • Table 38: Main Media Advertising Expenditure on Magazines (000 and %),
    • Year Ending December 2007
    • Table 39: Top Ten Magazines within Womens or Mens Categories
    • by Main Media Advertising Expenditure (000 and %),
    • Year Ending December 2007
    • Brown Goods
    • Table 40: Main Media Advertising Expenditure on Brown Goods
    • (000 and %), Year Ending December 2007
    • Cars
    • Table 41: Main Media Advertising Expenditure on Cars
    • (000 and %), Year Ending December 2007
    • The Role of Celebrity
    • Media Influences
    • July 2008 Issues
    • in-Store Point-of-Sale Activity
    • Auto Pilot
    • Buzz-Activated
    • Variety-Activated
    • Bargain-Activated
    • Distribution Channels
    • Supermarket
    • Table 42: Supermarket Market Share (%), 12-Week Periods
    • to 22nd June 2003 and 23rd March 2008
    • Tesco Plc
    • Asda Group Ltd
    • J Sainsbury Plc
    • Morrison Plc
    • out-of-Town Shopping Centres
    • Table 43: Top Ten UK Shopping Centres by Size, Number of Units,
    • Average Weekly Footfall and Ratio of Male:Female Shoppers
    • (Square Metres and Number), 2007
    • New Generation of Retail Shopping Environments
    • Internet Retailing
    • Women and The Internet
  • 5. Consumer Dynamics
    • Introduction
    • Shopping Habits General
    • Shopping Companions
    • Table 44: Men and Womens Shopping Companions by Topline Results
    • (% of Respondents), 2008
    • Table 45: Men and Womens Shopping Companions (% of Respondents), 2008
    • Attitudes towards Shopping
    • Table 46: Men and Womens Attitudes towards Shopping by Topline Results
    • (% of Respondents), 2008
    • Men & Womens Buying Habits Contents
    • Key Note Ltd 2008
    • Table 47: Men and Womens Attitudes towards Shopping (% of Respondents), 2008
    • Shopping Styles
    • Table 48: Men and Womens Shopping Styles by Topline Results
    • (% of Respondents), 2008
    • Table 49: Men and Womens Shopping Styles (% of Respondents), 2008
    • Type of Shopper
    • Table 50: Men and Women Type of Shopper by Topline Results
    • (% of Respondents), 2008
    • Table 51: Men and Women Type of Shopper (% of Respondents), 2008
    • The Attributes of A Good Shopping Trip
    • Table 52: Attributes of A Good Shopping Trip for Men and Women
    • by Topline Results (% of Respondents), 2008
    • Food and Drink
    • Shopping for Groceries
    • Table 53: Men and Women Shopping for Groceries by Topline Results
    • (% of Respondents), 2008
    • Table 54: Men and Women Shopping for Groceries (% of Respondents), 2008
    • Factors Contributing to Decision on Weekly Grocery Shopping
    • Table 55: Factors Contributing to Men and Womens Decision on Weekly
    • Grocery Shopping by Topline Results (% of Respondents), 2008
    • Table 56: Food and Drink Purchasing by Type of Shop by Sex (% of Adults), 2007
    • Types of Food Purchases
    • Table 57: Shopping for Groceries by Sex (% of Adults), 2007
    • Influences of Sales Promotion
    • Table 58: The Influence of Sales Promotion on Shopping Habits by Sex
    • (% of Adults), 2007
    • Frequency of Shopping
    • Table 59: Shopping for Food and Drink Most Popular Days of The Week
    • by Sex (% of Adults), 2007
    • Clothing and Footwear
    • Retailer Choice by Gender
    • Table 60: The Most Popular Retailers Used for Buying Clothing and Footwear
    • for Women or Girls (% of Respondents), 2007
    • Table 61: The Most Popular Retailers Used for Buying Clothing and Footwear
    • for Men or Boys (% of Respondents), 2007
    • Table 62: Users of Clothing and Footwear Stores by Sex
    • (% of Respondents), 2007
    • Expenditure on Clothing
    • Table 63: Total Expenditure on Clothing for Yourself or Anyone Else
    • over The past 12 Months by Sex (% of Adults), 2007
    • Toiletries and Fragrance
    • Shopping for Toiletries
    • Table 64: Men and Women Shopping for Cosmetics and Toiletries
    • by Topline Results (% of Respondents), 2008
    • Table 65: Men and Women Shopping for Cosmetics and Toiletries
    • (% of Respondents), 2008
    • Toiletry and Fragrance Usage
    • Table 66: Penetration of Toiletry or Fragrance Items within The past
    • Months by Sex (% of Adults), 2007
    • Expenditure on Skincare
    • Table 67: Monthly Expenditure on Skincare by Women (%), 2007
    • Brown Goods
    • Table 68: Purchasing of Electrical or Household Goods by Men
    • and Women (% of Respondents), 2008
    • Cars
    • Car Ownership and Purchasing
    • Table 69: Car Ownership by Sex (% of Adults), 2007
    • Table 70: Breakdown of Car-Purchasing Habits by Sex (% Composition), 2007
    • Table 71: The Most Important Influences on The Purchase of Most Recent
    • Car by Sex (% of Adults), 2007
    • Table 72: Decision Maker on The Model of The Only or Most Recently
    • Purchased Car by Sex (% of Adults), 2007
    • Shopping Centres
    • Table 73: Men and Womens Attitudes towards Shopping at Shopping
    • Centres by Topline Results (% of Respondents), 2008
    • Financial Considerations
    • Financial Future Spending and Consumer Confidence
    • Table 74: Change of Buying Habits among Men and Women
    • by Topline Results (% of Respondents), 2008
    • Table 75: Change of Buying Habits among Men and Women
    • (% of Respondents), 2008
    • Store Cards and Credit Cards
    • Table 76: Ownership of Plastic Cards by Type (% of Adults), 2007
    • Table 77: Average Monthly Expenditure on Credit Cards (% of Adults), 2007
    • Online Shopping
    • Main Motivations to Shop Online
    • Table 78: Men and Womens Main Motivations to Shop Online
    • by Topline Results (% of Respondents), 2008
    • Table 79: Men and Womens Main Motivations to Shop Online
    • (% of Respondents), 2008
    • Main Concerns regarding Online Shopping
    • Table 80: Men and Womens Main Concerns regarding Online
    • Shopping by Topline Results (% of Respondents), 2008
    • Table 81: Men and Womens Main Concerns regarding Online Shopping
    • (% of Respondents), 2008
    • Types of Internet Usage
    • Table 82: Men and Womens Usage of The Internet by Topline Results
    • (% of Respondents), 2008
    • Men & Womens Buying Habits Contents
    • Key Note Ltd 2008
    • Table 83: Men and Womens Usage of The Internet (% of Respondents), 2008
  • 6. The Future
    • Overview
    • The Economy
    • Population
    • Key Market Forecasts
    • Food and Drink
    • Toiletries, Cosmetics and Fragrances
    • Clothing and Footwear
    • Magazines
    • Brown Goods
    • Cars
    • Online Retailing
  • 7. Further Sources
    • Associations
    • Publications
    • General Sources
    • Government Sources
    • Other Sources
    • Bisnode Sources
    • Understanding Tgi Data
    • Number, Profile, Penetration
    • Social Grade
    • Standard Region
    • Key Note Research
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