Consumer Values and Behaviour in the US

August 2022

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© Euromonitor International
International 2021.
2022. All rights
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reserved.
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The data included in this report is accurate according to

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at time of publication: August 2022
 CONSUMER VALUES AND BEHAVIOUR IN THE US 33

Scope
This report is part of a series of four highly-visual reports covering the 39 markets surveyed in This report visually explores everyday habits
the annual Voice of the Consumer: Lifestyles survey. and behaviours that reflect consumers' beliefs
and values, linking behavioural trends with
purchase and consumption habits in Spain.
Draws together insights from across the Lifestyles survey and
Lifestyles Country Report Series

Consumer Lifestyles provides analysis on key trends.

Reviews shifting consumer traits and values that influence

Consumer Values and purchasing and consumption behaviours. (Visual only
Behaviour report)

Explores consumers beyond their demographic profile and

Consumer Types provides a different perspective on shopping habits and
path to purchase.

Connects survey insights with Euromonitor’s eight Disclaimer

Megatrends megatrends, including case studies highlighting how Much of the information in this briefing is of a
companies are responding to changing attitudes and statistical nature and, while every attempt has
expectations. been made to ensure accuracy and reliability,
Euromonitor International cannot be held
responsible for omissions or errors.
Note: In the Lifestyles survey, respondents provide their age within 5-year increments (15-19,
Figures in tables and analyses are calculated
20-24, 25-29, etc). Given these parameters, generations cited in this report series are defined from unrounded data and may not sum. Analyses
as follows: Generation Z: aged 15 to 24; Millennials: aged 25 to 39; Generation X: aged 40 to found in the briefings may not totally reflect the
54; Baby Boomers: aged 55+ companies’ opinions, reader discretion is advised.

© Euromonitor International
Contents

Highlights
Personal traits and values
Home life
Cooking and eating habits
Working life
Leisure
Health and wellness
Sustainable living
Shopping
Spending
Technology
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 55

Consumer values and behaviour in the US

Highlights of consumer values and behaviour from our 2022 survey

74% 68% 63% 33% 38% of

value real world use technology to try to have a positive are actively involved consumers
experiences improve their impact on the in political and social enjoy
day-to-day life environment through issues spending their
their daily actions
money rather
than save it

66% 32% 53% 70%

participate in order food for home reheat or prepare a take health
physical exercise at delivery at least 1-2 ready meal at least supplements/vitamins
least 1-2 times a times a week 1-2 times a week at least 1-2 times a
week week

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022

© Euromonitor International
 Personal traits and values

© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 77

Consumers like to try new products and prefer spending on experiences over things
Personal priorities and attitudes: Brands, products and experiences
n = 1,000; % of respondents (agree or strongly agree)

I like to try new products and services

I believe that my investments will have long-term value

I prefer to spend my money on experiences, rather than things

I want products and services that are uniquely tailored to me

I want to engage with brands to influence product innovation

I prefer branded goods to non-branded alternatives

I am willing to spend money to save time

I enjoy spending my money rather than save it

0% 10% 20% 30% 40% 50% 60% 70%

USA Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 88

Millennials and Generation X keen to engage with brands to influence product design
Personal priorities and attitudes: Brands, products and experiences by generation
n = 1,000; % of respondents (agree or strongly agree)
I like to try new products and
services

I want products and services that

are uniquely tailored to me

I want to engage with brands to

influence product innovation

I prefer to spend my money on

experiences, rather than things

0% 10% 20% 30% 40% 50% 60% 70% 80%

Generation Z Millennials Generation X Baby Boomers

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 99

Millennials have most faith in their long-term investments

Personal financial priorities and attitudes by generation
n = 1,000; % of respondents (agree or strongly agree)
I believe that my investments will
have long-term value

I am willing to spend money to

save time

I prefer branded goods to non-

branded alternatives

I enjoy spending my money rather

than save it

0% 10% 20% 30% 40% 50% 60% 70% 80%

Generation Z Millennials Generation X Baby Boomers

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 10
10

A quarter of consumers feel that more activities will shift online in the future
Outlook on life: Future impact in the next five years
n = 1,000; % of respondents

I will be happier than I am now

I will be better off financially

My life will be better

I will have more free time for myself

I will work less than I do now

More activities will shift online

0% 10% 20% 30% 40% 50% 60%

USA Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 11
11

US consumers are less positive that more activities will shift to in-person
Outlook on life: Future impact in the next five years
n = 1,000; % of respondents

I will work more than I do now

More activities will shift to in-person

I will have less free time for myself

I will be worse off financially

My life will be worse

I will be less happy than I am now

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

USA Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 12
12

Generation Z feel strongly that they will be working more in the future
Outlook on life: Future impact in the next five years by generation
n = 1,000; % of respondents

Generation Z Millennials Generation X Baby Boomers Generation Z Millennials Generation X Baby Boomers

I will be less happy I will be happier than

9% 12% 13% 10% 66% 68% 54% 41%
than I am now I am now

I will be worse off I will be better off

20% 14% 17% 22% 55% 65% 56% 35%
financially financially

I will have less free I will have more free

31% 24% 20% 10% 42% 45% 41% 51%
time for myself time for myself

I will work more than I will work less than I

59% 45% 36% 9% 17% 21% 26% 50%
I do now do now

My life will be worse 12% 13% 21% 16% My life will be better 54% 60% 46% 34%

More activities will

More activities will
shift to in-person 39% 38% 33% 21% 28% 25% 23% 25%
shift online

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022

© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 13
13

US respondents feel more concerned that climate change will have greater impact in future
Outlook on life: Environment, politics, safety and community in the next five years
n = 1,000; % of respondents

I will be more engaged in my community

The world will be a safer place

Climate change will impact my life less than it does now

There will be less political unrest in my country

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

USA Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 14
14

Concerns over future political unrest higher than global average

Outlook on life: Environment, politics, safety and community in the next five years
n = 1,000; % of respondents

There will be more political unrest in my country

Climate change will impact my life more than it does now

The world will be a more dangerous place

I will be less engaged in my community

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

USA Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 15
15

More community engagement expected among younger generations

Outlook on life: Environment, politics, safety and community in the next five years by generation
n = 1,000; % of respondents

Generation Z Millennials Generation X Baby Boomers Generation Z Millennials Generation X Baby Boomers

Climate change will

Climate change will
impact my life
44% 49% 39% 40% impact my life less 18% 20% 24% 21%
more than it does
than it does now
now

I will be less I will be more

engaged in my 22% 17% 28% 25% engaged in my 47% 52% 34% 21%
community community

The world will

be a more The world will be a
31% 29% 36% 55% 32% 38% 28% 11%
dangerous safer place
place

There will be
There will be less
more political
39% 42% 38% 52% political unrest in 25% 24% 20% 14%
unrest in my
my country
country
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
 Home life

© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 17
17

Online connections with friends and family not as frequent as global average
Frequency of home activities Frequency of home activities by generation
n = 1,000; % of respondents (at least weekly) n = 1,000; % of respondents (at least weekly)

Exercise

Connect with friends or family virtually

Play video games

Hobbies (e.g. gardening, crafts or

knitting)

Work from home

Study

Entertain friends and family who do not

live with me

Take an online/virtual fitness class

0% 10% 20% 30% 40% 50% 60% 70% 80%

USA Global 0% 10% 20% 30% 40% 50% 60% 70% 80%

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022 Generation Z Millennials Generation X Baby Boomers

© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 18
18

American homeowners seek energy efficiency over other features

Ideal building features
n = 1,000; % of respondents

Energy Efficient

Location with limited air pollution

Smart home functionality

Built with sustainable materials

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

USA Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 19
19

Proximity to public transport not a concern for American households

Ideal building features
n = 1,000; % of respondents

Outside space

Multi-functional space

Proximity to public transport

On-site fitness facility

0% 5% 10% 15% 20% 25% 30% 35% 40%

USA Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
 Cooking and eating habits

© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 21
21

Higher rates of reheating or preparing a ready meal than global average

Weekly meal choices
n = 1,000; % of respondents

Cook or bake

Reheat or prepare a ready meal

Order food for takeaway or pick-

up ready-made food to eat at
home

Eat at a restaurant

Order food for home delivery

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

USA Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 22
22

Convenience of food deliveries and eating out outweighs desire to cook

Barriers to cooking at home
n = 1,000; % of respondents

Someone else in my household typically cooks for me

I would rather spend my time doing things other than cooking

Ordering food for delivery is more convenient

Going out to eat at a restaurant is more convenient

I do not have time to cook

Food from restaurants tastes better

I do not like to cook

I do not cook very well

I prefer to eat out at restaurants

I live alone and I do not want to cook for myself

0% 5% 10% 15% 20% 25% 30%

USA Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 23
23

Low desire and lack of time to cook leads to high demand for food delivery
Barriers to cooking at home by generation
n = 1,000; % of respondents
Someone else in my household
typically cooks for me
I would rather spend my time
doing things other than cooking
I do not have time to cook
Ordering food for delivery is more
convenient
I do not like to cook

I do not cook very well

Going out to eat at a restaurant is
more convenient
I prefer to eat out at restaurants
Food from restaurants tastes
better
Cooking from scratch is too
expensive

0% 5% 10% 15% 20% 25% 30% 35%

Generation Z Millennials Generation X Baby Boomers

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022

© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 24
24

Over half of US consumers look for healthy ingredients in food and drink
Dietary restrictions Dietary restrictions by generation
n = 1,000; % of respondents n = 1,000; % of respondents

I look for healthy ingredients in food and

beverages

I closely read the nutrition labels of food

and beverages

I am allergic or intolerant to certain

foods

I do not typically eat meat or fish, but

will consume it occasionally

I am a vegetarian

I am a vegan

0% 10% 20% 30% 40% 50% 60%

USA Global 0% 10% 20% 30% 40% 50% 60% 70%
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022 Generation Z Millennials Generation X Baby Boomers

© Euromonitor International
 Working life

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 CONSUMER VALUES AND BEHAVIOUR IN THE US 26
26

Working close to home is seen as a way to achieve a better work-life balance

Work-life balance Work-life balance by generation
n = 999; % of respondents n = 999; % of respondents

To have a job that allows for a strong

work-life balance

To work close to home

To be able to work from home

To set my own work hours

To work for myself

0% 5% 10% 15% 20% 25% 30% 35% 40%

USA Global 0% 5% 10% 15% 20% 25% 30% 35%

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022 Generation Z Millennials Generation X Baby Boomers

© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 27
27

High salaries are key for younger generations, but Generation X want job security
Work priorities Work priorities by generation
n = 999; % of respondents n = 999; % of respondents

To have a job security

To earn a high salary

To work for a good manager

To work for a company that prioritizes

employee health and safety

To work for a successful company

To receive good training

To work with people like me

To work for a company that takes ethical

and social responsibilities seriously

0% 5% 10% 15% 20% 25% 30% 35% 40%

USA Global 0% 5% 10% 15% 20% 25% 30% 35% 40%

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022 Generation Z Millennials Generation X Baby Boomers

© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 28
28

Generation Z feeling under most pressure to get things done

Attitudes to work and social life Attitudes to work and social life by generation
n = 1,000; % of respondents n = 1,000; % of respondents (agree or strongly agree)

I find I am looking for ways to simplify my

21% 47% 25%
life

I have a strict boundary between my

17% 30% 37% 9%
work (or school) and personal life

I feel under constant pressure to get

15% 30% 27% 18% 11%
things done

0% 20% 40% 60% 80% 100%

Strongly agree Agree Neither agree or disagree Disagree Strongly disagree

0% 10% 20% 30% 40% 50% 60% 70% 80%
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022 Generation Z Millennials Generation X Baby Boomers

© Euromonitor International
 Leisure

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 CONSUMER VALUES AND BEHAVIOUR IN THE US 30
30

Millennials are the most active in their leisure pursuits

Frequency of selected in-person and online leisure habits Frequency of selected in-person and online leisure habits by
n = 1,000; % of respondents generation
n = 1,000; % of respondents (at least monthly)

Socialise with friends online 35% 24% 14% 12% 15%

Take a virtual class/attend a

10% 13% 13% 18% 47%
lecture online

Volunteer 9% 14% 16% 25% 35%

Take a day trip 7% 21% 29% 25% 19%

0% 20% 40% 60% 80% 100%

At least weekly 1-3 times a month Once every few months Rarely Never 0% 10% 20% 30% 40% 50% 60% 70% 80%

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022 Generation Z Millennials Generation X Baby Boomers

© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 31
31

Shopping is the most frequent leisure activity

Frequency of leisure activities
n = 1,000; % of respondents

Go shopping for leisure 13% 30% 26% 17% 14%

Go to a sporting event 8% 13% 18% 27% 35%

Go to the cinema 8% 18% 20% 27% 27%

Take a class/attend a lecture in-person 7% 13% 13% 21% 45%

Go to a museum/art gallery 7% 9% 19% 35% 31%

Go to a concert or to the theatre 6% 11% 19% 33% 31%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

At least weekly 1-3 times a month Once every few months Rarely Never
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 32
32

Millennials are the most avid leisure shoppers

Monthly leisure activities by generation
n = 1,000; % of respondents
Go shopping for leisure

Take a class/attend a lecture in-

person

Go to the cinema

Go to a sporting event

Go to a concert or to the theatre

Go to a museum/art gallery

0% 10% 20% 30% 40% 50% 60%

Generation Z Millennials Generation X Baby Boomers

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022

© Euromonitor International
 Health and wellness

© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 34
34

Over 60% of respondents walk/hike for exercise at least weekly

Frequency of exercise habits
n = 788; % of respondents

Walk or hike for exercise 21% 44% 12% 18% 5%

Run or jog 12% 29% 10% 19% 31%

Practise yoga/tai chi 10% 22% 8% 16% 44%

Cycle or ride a bike 7% 25% 15% 24% 29%

Participate in other intensive physical activities 6% 27% 13% 25% 28%

Participate in team sports (e.g. football) 4% 18% 7% 24% 47%

Participate in other individual sports (e.g.,

14% 13% 26% 44%
tennis, boxing, rowing, skiing)

Take a group fitness class 18% 9% 21% 48%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Almost every day 1-2 times a week 1-2 times a month Less than once a month Never
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
Note: Only showing results from respondents who exercise as least occasionally
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 35
35

Over 50% of Generation Z and millennials run or jog for exercise every week
Weekly exercise habits by generation
n = 788; % of respondents
Walk or hike for exercise

Run or jog

Participate in other intensive

physical activities
Participate in team sports (e.g.
football)

Practise yoga/tai chi

Cycle or ride a bike

Participate in other individual
sports (e.g., tennis, boxing, rowing,
skiing)
Take a group fitness class

0% 10% 20% 30% 40% 50% 60% 70% 80%

Generation Z Millennials Generation X Baby Boomers
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
Note: Only showing results from respondents who exercise as least occasionally
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 36
36

Americans have higher adoption of sleep aids than their global counterparts
Stress reduction or mental wellbeing activities in the past six Stress reduction or mental wellbeing activities in the past six
months months by generation
n = 616; % of respondents n = 616; % of respondents

Meditation

Massage

Herbal remedies

Yoga

Sleep aids

Therapy or counselling

Spa visit

0% 10% 20% 30% 40% 50% 60% 70%

USA Global 0% 10% 20% 30% 40% 50% 60% 70% 80%
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022 Generation Z Millennials Generation X Baby Boomers
Note: Only showing results from respondents who participate in stress reduction activities at least occasionally
© Euromonitor International
 Sustainable living

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 CONSUMER VALUES AND BEHAVIOUR IN THE US 38
38

Consumers have more faith in recyclable labels than sustainably produced

Key sustainability concerns Trust in ethical labels
n = 1,000; % of respondents n = 928; % of respondents

9%
5%
Recyclable 59% 36%
10%

29% Environmentally
22% conscious or eco- 49% 9% 42%
friendly

Supports a charity or a
48% 7% 45%
charitable cause
33% 41%

Sustainably produced 46% 7% 46%

26%
21% Vegan 46% 8% 45%

I am worried about climate change I try to have a positive impact on the 0% 20% 40% 60% 80% 100%
environment through my everyday actions

Strongly agree Agree Neither agree or disagree Disagree Strongly disagree Trustworthy Not trustworthy Neutral

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022

© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 39
39

Baby boomers show themselves to be more actively engaged in green behaviours

Typical behaviours to positively impact the environment or lead a Typical behaviours to positively impact the environment or lead a
more sustainable life more sustainable life by generation
n = 625; % of respondents n = 625; % of respondents

Recycle Items

Reduce food waste

Reduce plastics use

Use less water

Reduce carbon emissions

0% 10% 20% 30% 40% 50% 60% 70%

USA Global 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022 Generation Z Millennials Generation X Baby Boomers
Note: Only showing results from respondents who try to have a positive impact on the environment
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 40
40

Donating to charities that support the environment is higher than global average
Typical activities to positively impact the environment or lead a Typical activities to positively impact the environment or lead a more
more sustainable life sustainable life by generation
n = 625; % of respondents n = 625; % of respondents

Use more energy-efficient products

Use sustainable packaging

Repair broken items, rather than replacing

Donate to charities supporting the

environment

Buy sustainably-produced items

Buy products and services from purpose-

driven brands/companies

0% 10% 20% 30% 40% 50%

USA Global 0% 10% 20% 30% 40% 50% 60%
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022 Generation Z Millennials Generation X Baby Boomers
Note: Only showing results from respondents who try to have a positive impact on the environment
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 41
41

Over a third of consumers will boycott brands that do not share their beliefs
Activism in political and social issues Activism in political and social issues by generation
n = 330; % of respondents n = 330; % of respondents

Boycott brands/companies that don't

share my social/political beliefs

Donate to non-profits and charities

supporting causes aligned with my values

Buy from brands that support social and

political issues aligned with my values

Share my opinion on social/political

issues on media

Make my purchasing decisions based on

brands/companies' social and political
beliefs

0% 5% 10% 15% 20% 25% 30% 35% 40%

USA Global
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
Note: Only showing results from respondents who are socially or politically active Generation Z Millennials Generation X Baby Boomers

© Euromonitor International
 Shopping

© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 43
43

Cost-conscious shoppers like to find bargains

Attitudes to shopping
n = 1,000; % of respondents

I like to find bargains

I like to browse in stores even if I don't need to buy anything

I would rather buy fewer, but higher quality things

I try to shop in locally-owned stores

I like to visit shopping malls

I try to purchase locally-sourced products and services

I tend to buy or shop more often where I have a loyalty card/membership

Buying eco/ethically-conscious products makes me feel good

0% 10% 20% 30% 40% 50% 60%

USA Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 44
44

Baby boomers more focused than other generations on finding bargains

Attitudes to shopping by generation
n = 1,000; % of respondents
I like to find bargains

I like to browse in stores even if I

don't need to buy anything

I like to visit shopping malls

I would rather buy fewer, but

higher quality things

I try to shop in locally-owned

stores

0% 10% 20% 30% 40% 50% 60% 70%

Generation Z Millennials Generation X Baby Boomers

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 45
45

Consumers less interested in personalised shopping experiences; ready to buy pre-owned

Shopping preferences
n = 1,000; % of respondents

I am willing to buy second-hand or previously-owned items

I try to lead a minimalist lifestyle and do not buy new items unless necessary

I regularly seek strong or well-known brands

I regularly seek private label and low-cost products

I seek products with easy to understand labels

I seek niche brands that are hard-to-find or unique

I pick my travel destinations based on the quality of shopping there

I am looking for personalised and tailored shopping experiences

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

USA Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 46
46

All generations positive about buying used items, but branding is important to millennials
Shopping preferences by generation
n = 1,000; % of respondents
I am willing to buy second-hand or
previously-owned items

I try to lead a minimalist lifestyle

and do not buy new items unless
necessary

I regularly seek strong or well-

known brands

I regularly seek private label and

low-cost products

I seek products with easy to

understand labels

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Generation Z Millennials Generation X Baby Boomers

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 47
47

Strong consumer preference for buying beauty, personal and health care items in-store
Product purchase channels over the past year
n = 1,000; % of respondents

In store/in person On computer or tablet On smartphone

Beauty, personal and health care items 53% 36% 28%

Large consumer electronics 33% 30% 13%

Small consumer electronics 44% 32% 21%

Food for takeaway or delivery 39% 27% 33%

Toys, games, movies 27% 30% 20%

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022

© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 48
48

Millennials use their smartphones more often for food delivery

Product purchase channels over the past year
n = 1,000; % of respondents

Generation Z Millennials Generation X Baby Boomers

In store/in person 41% 42% 53% 69%
Beauty, personal and health
On computer or tablet 28% 37% 36% 38%
care items
On smartphone 41% 37% 35% 5%
In store/in person 29% 37% 29% 35%
Large consumer electronics On computer or tablet 35% 34% 39% 15%
On smartphone 21% 19% 12% 2%
In store/in person 41% 43% 48% 43%
Small consumer electronics On computer or tablet 29% 27% 34% 38%
On smartphone 29% 33% 25% 3%
In store/in person 37% 33% 40% 46%
Food for takeaway or
On computer or tablet 21% 34% 30% 20%
delivery
On smartphone 40% 43% 39% 14%
In store/in person 24% 29% 30% 23%
Toys, games, movies On computer or tablet 27% 37% 38% 20%
On smartphone 31% 30% 22% 4%
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
 Spending

© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 50
50

Well over 50% of respondents expect their spending to remain the same in all categories
Spending intentions over the next 12 months
n = 959; % of respondents

Spending on education 31% 13% 56%

Spending on travel/holidays 29% 15% 55%

Spending on health and wellness 29% 5% 66%

Spending on groceries 29% 9% 63%

Spending on experiences 24% 14% 61%

Spending on new technology 22% 13% 65%

Spending on clothing and

21% 13% 66%
footwear

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Increase Decrease Stay the same

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 51
51

Generation Z concentrate their efforts on spending on their education

Intension to increase spending over the next 12 months by generation
n = 959; % of respondents (increase)
Spending on health and wellness

Spending on education

Spending on travel/holidays

Spending on experiences

Spending on groceries

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Generation Z Millennials Generation X Baby Boomers

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 52
52

Over a quarter of consumers expect to reduce their overall spending in the coming months
Spending and saving intentions over the next 12 months Intentions to increase spending and savings over the next 12 months
n = 963; % of respondents by generation
n = 963; % of respondents (increase)

Saving money 44% 6% 50%

Overall spending 21% 26% 53%

0% 20% 40% 60% 80% 100%

Increase Decrease Stay the same

0% 10% 20% 30% 40% 50% 60%

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022 Generation Z Millennials Generation X Baby Boomers

© Euromonitor International
 Technology

© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 54
54

Consumers managing data sharing and privacy in line with global counterparts
Attitudes to technology
n = 1,000; % of respondents (agree or strongly agree)
60%

50%

40%

30%

20%

10%

0%
I actively manage data Targeted ads based on I prefer to communicate I share my data in order It is important to I freely share personal I prefer online virtual
sharing and privacy my previous online online to receive personalised cultivate my personal information online experiences to real world
settings according to my searches and purchase and targeted offers/dealsbrand online and manage experiences
preferences history are an invasion of others’ perceptions of
my privacy me
USA Global

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022

© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 55
55

Millennials more comfortable with online communication and engagement

Attitudes to technology by generation
n = 1,000; % of respondents (agree or strongly agree)

I prefer to communicate online

I share my data in order to receive

personalised and targeted
offers/deals

It is important to cultivate my
personal brand online and manage
others’ perceptions of me

I prefer online virtual experiences

to real world experiences

I freely share personal information

online

0% 10% 20% 30% 40% 50% 60%

Generation Z Millennials Generation X Baby Boomers

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 56
56

Low levels of purchasing and sharing information via social media platforms
Online interactions in the previous six months
n = 1,000; % of respondents

“Follow” or “like” a company’s social media feed or post

Provide feedback on a product or service to a company via a social media post

Receive a thank you discount or offer for referring someone via social media to do
business with the company

Buy something via a social media platform

Share a purchase you made with your social network

Talk to a company’s customer service representative through a social media platform

Share or retweet a product

Share or retweet a company’s social media feed or post

0% 5% 10% 15% 20% 25% 30% 35% 40%

USA Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 57
57

Millennials more active in sharing a purchase with their social network

Online interactions in the previous six months by generation
n = 1,000; % of respondents
“Follow” or “like” a company’s
social media feed or post

Receive a thank you discount or

offer for referring someone via
social media to do business with
the company

Buy something via a social media

platform

Provide feedback on a product or

service to a company via a social
media post

Share a purchase you made with

your social network

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Generation Z Millennials Generation X Baby Boomers

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 58
58

Mobile banking is the most frequently used service

Frequency of use of services accessed on a mobile device
n = 812; % of respondents

Use an app to track my health or fitness 17% 21% 8% 15% 40%

Use a banking service 14% 35% 16% 14% 21%

Use built-in GPS Navigation/Positioning/maps 8% 26% 19% 28% 18%

Make an in-store mobile payment 7% 23% 18% 17% 34%

Remotely monitor or control home appliances 7% 15% 7% 13% 57%

Compare prices while in store 7% 21% 14% 27% 32%

Order/book a ride-sharing service 12% 9% 25% 51%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Almost every day 1-2 times a week 1-2 times a month Less than once a month Never
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
 CONSUMER VALUES AND BEHAVIOUR IN THE US 59
59

Millennials show high adoption of health and fitness apps

Services accessed on a mobile device by generation
n = 812; % of respondents (at least weekly)

Use a banking service

Use an app to track my health or

fitness

Make an in-store mobile payment

Use built-in GPS

Navigation/Positioning/maps

Remotely monitor or control home

appliances

0% 10% 20% 30% 40% 50% 60% 70%

Generation Z Millennials Generation X Baby Boomers

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
© Euromonitor International
CONSUMER VALUES AND BEHAVIOUR IN THE US

For Further Insight please contact

Jennifer Elster
Project Manager
Jennifer.elster@Euromonitor.com
• https://www.linkedin.com/in/jennifer-elster-58338722/
• @ElsterJennifer

© Euromonitor International
CONSUMER VALUES AND BEHAVIOUR IN THE US

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