发布时间：2008.7

摘要

This report is the fifth edition examining the main differences between men and women's 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 men's toiletry market, while still in relative infancy, is experiencing some growth, especially within the skincare sector. Although it is not estimated that men's buying of toiletry goods will match that of women's 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 exposés 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 within the UK women's 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 Transport's (DfT's) 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 consumer's 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.

目录及图表

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 Women's 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 Women's and Girls', and Men's 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 Women's Clothing and Footwear by Place of Purchase (£), 2006

MEDIA — MAGAZINES

Table 26: Consumer Expenditure on Magazines (£m), 2003-2007

Table 27: Top Ten Women's Weekly Magazines by Average Net Circulation, July-December 2003-2007

Table 28: Top Ten Women's Monthly Magazines by Average Net Circulation, July-December 2003-2007

Table 29: Top Ten Men's 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 Women's or Men's 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 Women's Shopping Companions by Topline Results (% of respondents), 2008

Table 45: Men and Women's Shopping Companions (% of respondents), 2008

Attitudes Towards Shopping

Table 46: Men and Women's Attitudes Towards Shopping by Topline Results (% of respondents), 2008

Table 47: Men and Women's Attitudes Towards Shopping (% of respondents), 2008

Shopping Styles

Table 48: Men and Women's Shopping Styles by Topline Results (% of respondents), 2008

Table 49: Men and Women's 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 Women's 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 12 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 Women's 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 Women's Main Motivations to Shop Online by Topline Results (% of respondents), 2008

Table 79: Men and Women's Main Motivations to Shop Online (% of respondents), 2008

Main Concerns Regarding Online Shopping

Table 80: Men and Women's Main Concerns Regarding Online Shopping by Topline Results (% of respondents), 2008

Table 81: Men and Women's Main Concerns Regarding Online Shopping (% of respondents), 2008

Types of Internet Usage

Table 82: Men and Women's Usage of the Internet by Topline Results (% of respondents), 2008

Table 83: Men and Women's 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