Understanding the "money in" side gives a basis of understanding the "money out" side, which is the theme of the second half of the report. This part of American Lifestyles presents an analysis of consumer unit expenditures based on age of reference person. In essence, therefore, expenditures on housing, transportation, food, health, entertainment, and a host of other categories, are presented by the total group of CUs (consumer units) and by three main age groups: younger Americans, Baby Boomers, and older Americans.

In order to give context to this analysis, Mintel based its organization on important themes and trends that stood out in 2004 and sourced information and market figures from a large number of reports published during the year. Given the volume of reports drawn on for American Lifestyles, some readers may find that the specific in-depth information they may be seeking on a single market or product is not discussed. That was, in fact, not the aim of this report-it is designed to give the reader an overall feel for the top factors that influenced some of the most important markets in 2004, and an overall sense of the American consumer in 2004, and the attitudes, opinions, and feelings that influence his or her spending habits.

The content of the report is in part driven by Mintel's research during the course of 2004 and does not seek to provide analysis on every element of the consumer's lifestyle and spending.


Table of contents:

INTRODUCTION AND ABBREVIATIONS Introduction Other Relevant Reports Abbreviations & Terms Abbreviations Terms SUMMARY OF THEMES AND TRENDS Population Population Characteristics Household Characteristics Employment and Income Consumer Expenditures Housing Transportation and Vacation Food and Beverages Health and Healthcare Entertainment Personal Goods THE POPULATION Population by age and gender Figure 1: U.S. population by age, 2005 Graph 1: U.S. population by age, 2005 Figure 2: U.S. population by age, 2000-2010 Graph 2: Number of births in the U.S. from 1909 to 2002 Figure 3: U.S. population by generation, 2005 Figure 4: U.S. population by age and gender, 2005 Graph 3: Sex ratio of the population by age, 2005 Figure 5: Age distribution of the U.S. population by gender, 2005 Population by race and Hispanic origin Figure 6: U.S. population by race and Hispanic origin, 2000-2010 Graph 4: Black, Hispanic, and Asian shares of U.S. population, 2000-2010 Figure 7: U.S. population by age and race/Hispanic origin, 2005 Figure 8: Distribution of race/Hispanic origin segments, by age, 2005 Figure 9: U.S. population by region and race/Hispanic origin, 2004 Graph 5: U.S. population by region and race, 2004 Graph 6: Hispanic share of regional populations, 2004 Births Figure 10: Births by age of mother, 2002 Figure 11: Births by race and Hispanic origin of mother, 2002 POPULATION CHARACTERISTICS Marital status Figure 12: Marital status by age, 2003 Graph 7: Percentage of the U.S population that is married, by age, 2003 Figure 13: Marital status by age and gender, 2003 Figure 14: Marital status by race and Hispanic origin, 2003 Graph 8: Marital status by race and Hispanic origin, 2003 Figure 15: Marital status by age and race/Hispanic origin, 2003 Figure 16: People living in unmarried-couple households, by age, 2003 Figure 17: People living in unmarried-couple households, by age and gender, 2003 Education Figure 18: Educational attainment, by age, 2003 Figure 19: Educational attainment, by generation, 2003 Graph 9: Educational attainment, by generation, 2003 Figure 20: Educational attainment, by age and gender, 2003 Figure 21: Educational attainment, by age and race/Hispanic origin, 2003 Figure 22: School enrollment, by age, 2003 Figure 23: College enrollment, by age, 2003 Graph 10: Distribution of college students by age, by age, 2003 Figure 24: College enrollment, by age and gender, 2003 Figure 25: College enrollment, by age, gender, and race/Hispanic origin, 2003 Geographic mobility Figure 26: People who moved within the previous year, by age, 2003 Figure 27: People who moved within the previous year, by race and Hispanic origin, 2003 Graph 11: People who moved in the previous year by race/Hispanic origin, 2003 Figure 28: People who moved within the previous year, by age and geography of move, 2003 Figure 29: People who moved within the previous year, by race/Hispanic origin and geography of move, 2003 Figure 30: Reason for moving, 2003 Figure 31: Reason for moving by age, 2003 Figure 32: Reason for moving by race/Hispanic origin, 2003 Foreign-born population Figure 33: Foreign-born population, by age, 2003 Figure 34: Foreign-born population, by age and region of birth, 2003 Graph 12: Foreign-born population, by age and region of birth, 2003 HOUSEHOLD CHARACTERISTICS Households by age, race, and Hispanic origin Figure 35: U.S. households by age of householder, 2004 Graph 13: U.S. households by age of householder, 2003 Figure 36: U.S. households by race and Hispanic origin of householder, 2004 Figure 37: U.S. households by region, 2004 Figure 38: Households by region and age of householder, 2003 Figure 39: Households by region and race/Hispanic origin of householder, 2004 Figure 40: Distribution of households across regions by race/Hispanic origin of householder, 2004 Graph 14: Distribution of households across regions by race/Hispanic origin of householder, 2004 Metropolitan status Figure 41: U.S. households by metropolitan status, 2004 Figure 42: U.S. households by metropolitan status and race/Hispanic origin of householder, 2004 Figure 43: Distribution of households within areas of different metropolitan status, by race and Hispanic origin of householder, 2004 Presence of children Figure 44: Presence of children in households, by age of householder, 2003 Graph 15: Shares of households with and without children, by age of householder, 2003 Figure 45: Presence of children in households, by race and Hispanic origin of householder, 2003 Figure 46: Presence of children in family households, by household type, 2003 Household type and size Figure 47: U.S. households, by type, 2004 Figure 48: U.S. households, by type and age of householder, 2004 Figure 49: Distribution of households by type across age groups, 2004 Figure 50: U.S. households, by type and race/Hispanic origin of householder, 2004 Figure 51: U.S. households, by size, 2004 Graph 16: U.S. households, by size, 2003 Figure 52: U.S. households, by size and race/Hispanic origin of householder, 2004 EMPLOYMENT AND INCOME Employment Employment by age Figure 53: Labor force participation, by age, 2003 Employment by age and gender Figure 54: Labor force participation, by age and gender, 2003 Graph 17: Percentage of men and women in the labor force, by age, 2003 Employment by age and Hispanic origin Figure 55: Labor force participation, by age and race/Hispanic origin, 2003 Employment by Occupation Figure 56: Employed people, by occupation, 2003 Employment by occupation and gender Figure 57: Employed people, by occupation and gender, 2003 Employment by occupation and race/Hispanic origin Figure 58: Employed people, by occupation and race/Hispanic origin, 2003 Income Income by Age Figure 59: Median household income by age of householder, 2003 Figure 60: Median household income per household member, by age of householder, 2003 Figure 61: Household income distribution, by age of householder, 2003 Income by type of household Figure 62: Median household income, by type of household, 2003 Income by Race and Hispanic Origin Figure 63: Median household income, by race and Hispanic origin of householder, 2003 Graph 18: Median household income by race and Hispanic origin of householder, 2003 Figure 64: Median household income per household member, by race and Hispanic origin of householder, 2003 Figure 65: Household income distribution, by race and Hispanic origin of householder, 2003 TRENDS IN CONSUMER EXPENDITURES Overview Figure 66: Average overall expenditures of CUs, by major spending category, 1998-2002 Housing expenditures Figure 67: Average housing expenditures of CUs, 1998-2002 Transportation expenditures Figure 68: Average transportation expenditures of CUs, 1998-2002 Expenditures on food and beverages at home Figure 69: Average expenditures of CUs for food and beverages at home, 1998-2002 Expenditures on food and beverages away from home Figure 70: Average expenditures of CUs for food and beverages away from home, 1998-2002 Healthcare expenditures Figure 71: Average healthcare expenditures of CUs, 1998-2002 Entertainment expenditures Figure 72: Average entertainment expenditures of CUs, 1998-2002 Apparel expenditures Figure 73: Average apparel expenditures of CUs, 1998-2002 Other expenditures Figure 74: Average expenditures of CUs on other goods/services, 1998-2002 HOUSINGHOMEOWNERSHIP Overview Figure 75: Homeownership by age of householder, 2003 Housing expenditures Figure 76: Average housing expenditures of all CUs, by age of reference person, 2002 Figure 77: Average per capita housing expenditures of all CUs, by age of reference person, 2002 Figure 78: Share of total housing expenditures of all CUs, by age of reference person, 2002 THEMES AND TRENDS IN HOUSING EXPENDITURES Keeping the Home Clean Figure 79: Consumer cleaning behavior, February 2004 Figure 80: Consumer satisfaction with cleanliness of home, by cleaning approach, February 2004 Figure 81: Consumer cleaning behavior, by household income, February 2004 Aromatherapy-Beyond Personal Care Household Cleaning Products Are a $3.3 Billion Industry Figure 82: Retail sales of household cleaning products, at current and constant prices, 1999-2004 Keeping Dishes Clean Figure 83: Retail sales of dishwashing products, at current and constant prices, 1999-2004 New Appliances Shape Laundry Industry Keeping Clothes Clean Figure 84: Total U.S. retail sales of home laundry products, at current and constant prices, 1999-2004Keeping the Home Water Supply Safe and Pure Figure 85: Ownership of water filter or purifier, by age, October 2003 Sales of Home Water Purification Units Figure 86: Retail sales of water filtration/purification products, at current and constant prices, 1999-2004Household Paper Products-Functional and AestheticSales of Household Paper ProductsFigure 87: Total U.S. retail sales of paper products, at current and constant prices, 1999-2004TRANSPORTATION & VACATIONOVERVIEWFigure 88: Average transportation expenditures of all CUs, by age of reference person, 2002Figure 89: Average per capita transportation expenditures of all CUs, by age of reference person, 2002 Figure 90: Average per vehicle expenditures of all CUs, by age of reference person, 2002Figure 91: Share of total transportation expenditures of all CUs, by age of reference person, 2002 
THEMES AND TRENDS IN TRANSPORTATION & VACATIONThe Current "State of the Automobile Fleet"Figure 92: Total U.S. registered automobiles and estimated passenger automobile miles driven, 1998-2003 New car salesFigure 93: Total U.S. volume sales and leasing of cars and light trucks, 1999-2004 Type of cars sold Figure 94: New light truck and car sales segmented by type, 1999-2004 Aftermarket Sales Figure 95: Total U.S. retail sales of aftermarket accessories and specialty products, at current and constant prices, 1999-2004 Tire Sales Figure 96: Total U.S. retail sales of replacement passenger tires, at current and constant prices, 1999-2004 Figure 97: Total U.S. retail sales of replacement passenger tires, by units sold, 1998-2003 Modes of Travel for Domestic Trips Figure: 98 Mode of travel, last domestic trip, 2001-2003 Car Rental Revenues Decline Figure 99: Total U.S. car rental revenues, at current and constant prices, 1999-2004 Figure 100: Total U.S. rental car fleet size, all rental companies, 1998-2003Short Breaks: A Recovering Segment of the Vacation Industry Figure 101: Total U.S. retail sales of short breaks, at current and constant prices, 1999-2004 FOOD AND BEVERAGES AT HOMEOVERVIEW Figure 102: Average expenditures of all CUs for food and beverages at home, by age of reference person, 2002 Figure 103: Average per capita expenditures of all CUs for food and beverages at home, by age of reference person, 2002 Figure 104: Share of total expenditures of all CUs for food and beverages at home, by age of reference person, 2002 THEMES AND TRENDS IN AT-HOME EATINGThe Obesity Epidemic Figure 105: Dieting behavior, January 2003-September 2003Figure 106: Usage of weight-loss or diet programs, by gender and age, April 2003 Figure 107: Diet schemes followed, 2002 2003, and 2004 Low-Carb Diet Scheme Gets Media Attention Figure 108: Incidence of change in consumption of key food and drink products in the last year, February 2004 Indulgence is Counter Trend to Dieting Figure 109: Opinions about fattening foods, January 2003-September 2003 Figure 110: Opinions about fattening foods, by specific demographic characteristics, January 2003-September 2003 Figure 111: Opinions about snacking/sweets, January 2003-September 2003Salty Snack Consumption Illustrates Moderation of Indulgence Trend Figure 112: Sales of salty snacks, at current and constant prices, 1998-2003 Figure 113: Most important factor in buying salty snacks, January 2004 Desire for Healthful Foods Drives Sales of Natural, Organic Products More Respondents Purchase Organic Foods and Beverages Figure 114: Purchasers of organic foods and beverages in past year, February 2002 and July 2004 Food Safety as a Driver for Organic Food Purchases Figure 115: Level of concern about food safety, February 2002 and July 2004 Figure 116: Level of concern about food safety, by gender, February 2002 and July 2004 Figure 117: Level of concern about food safety, by age, February 2002 and July 2004 Spending on Organic ProductsFigure 118: Total U.S. retail sales of organic food and beverages, at current and constant prices, 2001-2004 Natural Products Also See Sales Growth Figure 119: Total U.S. retail sales of natural food and drink products, at current and constant prices, 2001-2004 Figure 120: Sales of natural food and drink, segmented by product type, 2002 and 2004 Consumers Seek Convenience Figure 121: Food preparation habits, February 2004 Consumer attitudes about cooking Figure 122: Food preparation attitudes and beliefs, January 2003-September 2003 Consumer opinions and behaviors toward easy to prepare meals Figure 123: Attitudes toward easy to prepare meals, January 2003-September 2003 Sales of Convenience-Oriented Products Figure 124: Total U.S. retail sales of meal kits, at current and constant prices, 1999-2004 Figure 125: Sales of shelf stable meals, at current and constant prices, 1999-2004 A New Type of Convenience?Figure 126: Meal types eaten at least three times in the previous week, February 2004 FOOD AND BEVERAGES AWAY FROM HOMEOVERVIEWFigure 127: Average expenditures of all CUs for food and beverages away from home, by age of reference person, 2002 Figure 128: Average per capita expenditures of all CUs for food and beverages away from home, by age of reference person, 2002 Figure 129: Share of total expenditures of all CUs for food and beverages away from home, by age of reference person, 2002 SEGMENTING THE RESTAURANT INDUSTRY Quick Service Restaurants Casual/Family Restaurants (Full Service) Pizza Restaurants Fast-Casual Restaurants Snack Shops (Primarily Dessert and Sweet Specialists) THEMES AND TRENDS IN FOOD AWAY FROM HOME Market Size Figure 130: Restaurant expenditures in current and constant dollars, 1999-2004 Focus on Formats Quick ServiceFigure 131: Domestic quick-service restaurant sales, by restaurant type, 2001 & 2003Casual/Family RestaurantsFigure 132: Sales of casual and family restaurant chains, by type of restaurant, 2001 and 2003 Pizza Restaurants Figure 133: Sales of pizza restaurants, segmented by primary type of sales, 2001 & 2003 Fast Casual Figure 134: Sales of fast-casual chains, by menu type, 2001 and 2003 Desserts and Sweets Specialists Figure 135: Snack shop sales, by type, 2001 and 2003 Themes and Trends in Away From Home Eating Too Busy to Cook Figure 136: Attitudes towards daily time pressure, August 2003 Figure 137: Convenience and restaurant choice, February 2004 Formats that depend on children, teens, and young adults Figure 138: Pizza restaurant visits, by age of head of household, January-September 2003 Figure 139: Teen use of pizza restaurants, January-September 2003 Figure 140: Pizza restaurant visits, by presence of children, January-September 2003 Diet and Dieting: The Obesity Epidemic Affects Away From Home Dining Figure 141: Dieting behavior, January-September 2003 HEALTH AND HEALTHCAREOVERVIEW Health Insurance Coverage Figure 142: Health insurance coverage by age, 2002 Healthcare expenditure Figure 143: Average healthcare expenditures of all CUs, by age of reference person, 2002 Figure 144: Average per capita healthcare expenditures of all CUs, by age, 2002 Figure 145: Share of total healthcare expenditures of all CUs, by age of reference person, 2002 THEMES AND TRENDS IN HEALTHCARE SPENDING Wellness in All Aspects of Healthcare Figure 146: Reasons women go to day spas, by age, July 2002 Wellness Initiatives Include Exercise, At Home and in Health Clubs Figure 147: Frequency of exercise per week, June 2002-May 2003 Figure 148: Frequency of exercise per week, by age, June 2002-May 2003 Figure 149: Health and fitness clubs total revenues, at current and constant prices, 1999-2004 Women and Health Postponed childbearing, fewer children Figure 150: Share of women who are childless, 1976 and 2002 Menarche and Menopause Figure 151: Female population in the U.S., 2000, 2005, and 2010 Figure 152: Number and percentage of women aged 40 or older who are postmenopausal, 2004 The Contraceptives Market Figure 153: Total U.S. retail sales of contraceptives, at current and constant prices, 1999-2004 Figure 154: Usage of contraceptives, by age, November 2003 Feminine Hygiene Products Figure 155: Total U.S. FDM retail sales of sanitary protection and feminine hygiene supplies, at current and constant prices, 1999-2004Self Diagnosis and Self Care Figure 156: Total U.S. sales of home diagnostics, at current and constant prices, 1999-2004 Figure 157: Total FDM sales of home diagnostics, by type, 2001 and 2003 OTC Drugs Give Prescription Relief Figure 158: Total U.S. retail sales of analgesic products, at current and constant prices, 1999-2004 Figure 159: Total U.S. retail sales of gastrointestinal remedies, at current and constant prices, 1999-2004 Feeling Good, Looking Good Figure 160: Overview of attitudes to health, by age, April 2001-May 2002 Cosmetic Procedures to Enhance Physical Appearance Figure 161: Incidence of surgical procedures to slow the effects of aging, by gender and age, January 2004 Alternatives to Traditional Medicine Figure 162: Sales of selected herbal formulas and single herbs, 2001 & 2003 Figure 163: Purchase of homeopathic medicines or herbal supplements in the past 6 months, January 2004 Alternative Medicine Sales Declining Figure 164: Total U.S. retail sales of alternative medicine at current and constant prices, 1999-2004 Figure 165: Sales of the alternative medicine market, segmented by herbal and homeopathic remedies, 2001 & 2003 ENTERTAINMENTENTERTAINMENT EXPENDITURES Figure 166: Average entertainment expenditures of all CUs, by age of reference person, 2002 Figure 167: Average per capita entertainment expenditures of all CUs, by age of reference person, 2002 Figure 168: Share of total entertainment expenditures of all CUs, by age of reference person, 2002 THEMES AND TRENDS IN ENTERTAINMENT EXPENDITURES Introduction Consumer Interest in Emerging Technology Figure 169: Technology adoption status of consumers, May 2004 Early lifecycle video products (ELVP) Figure 170: Incidence of owning ELVPs, May 2004 Digital Video Recorders (DVRs) Overview Estimating the DVR Market Size Figure 171: Total U.S. DVR subscriptions, 1999-2004 Flat Panel Televisions Overview Size of the Flat Panel TV Market Figure 172: Total U.S. retail sales of flat panel televisions, at current and constant prices, 1999-2004 Digital Music: MP3 Players Overview Growth of MP3 Player Sales Figure 173: Manufacturer sales of MP3 players, at current and constant prices, 1999-2004 Figure 174: Retail sales of MP3 players, at current and constant prices, 1999-2004 Satellite Radio OverviewGrowth in the Satellite Radio Market Figure 175: Total U.S. subscription sales of satellite radio at current prices, 2001-2004 Camera Phones: A New Technology Overview Sales of Camera Phones Continue to Grow Figure 176: Total U.S. unit sales of camera phones, 2002-2004 Figure 177: Total global unit sales of camera phones, 2002-2004 PERSONAL GOODSAPPAREL EXPENDITURES Figure 178: Average apparel expenditures of all CUs, by age of reference person, 2002 Figure 179: Average per capita apparel expenditures of all CUs, by age of reference person, 2002 Figure 180: Share of total apparel expenditures of all CUs, by age of reference person, 2002 Themes and Trends in Apparel SpendingFigure 181: Total U.S. sales of apparel online and via catalogs, at current and constant prices, 1999-2004 GROWING NUMBER OF WIRED HOMES SPUR ETAILING Figure 182: U.S. residential Internet connections, 1997-2005 Who Shops Online? Figure 183: Penetration level of online apparel shoppers, January-September 2003 Why They Shop Online Figure 184: Attitudes towards apparel distant shopping, July 2004 The Disadvantages of Online Shopping Figure 185: Reasons for not distant shopping for clothes, July 2004 OTHER EXPENDITURES Overview Figure 186: Average expenditures of all CUs on other goods/services, by age of reference person, 2002 Figure 187: Average per capita expenditures of all CUs on other goods/services, by age of reference person, 2002 Figure 188: Share of total expenditures of all CUs on other goods/services, by age of reference person, 2002 Themes and Trends in Other Expenditures Tobacco Products and Supplies Adult smoking trends Figure 189: Number of adult cigarette smokers, by gender, 1993-2001 Figure 190: Index of adult cigarette smokers, by gender, 1997-2001 Figure 191: Percentage of U.S. adult population who smoke, by gender, 1993-2001 Figure 192: Percentage of cigarette smokers aged 25 and older, by race/ethnicity and educational attainment and among black males by educational attainment, 1995-2001 The Size of the Cigarette Market Figure 193: Total U.S. retail sales of cigarettes, at current and constant prices, 1999-2004 Figure 194: Cigarette user's dollar, 1991-2003 Figure 195: U.S. wholesale prices on premium brand cigarettes, 1995-2002 Life Insurance The Size of the Life Insurance MarketFigure 196: Value of individual life insurance premiums in the U.S., 1999-2004 Graph 19: Annual percentage change of individual life insurance policies, premiums, and first-year premiums, 1996-2002Figure 197: Value of individual life insurance purchases and in-force policies in the U.S., 1998-2003Figure 198: Volume of individual life insurance purchases and in force policies in the U.S., 1999-2003Personal Care ProductsHair Removal and Shaving Products The Size of the Shaving and Hair Removal Products MarketFigure 199: Total U.S. retail sales of shaving and hair removal products, at current and constant prices, 1999-2004Trends in Hair Styling ProductsThe Size of the Hair Styling Products Market Figure 200: Total U.S. FDM sales of hair styling products, at current and constant prices, 1999-2004 APPENDIX: RESEARCH METHODOLOGY Consumer Research Sampling & Weighting Presentation & DefinitionFurther Analysis Trade Research Informal trade research Formal trade research Desk & Internet Research Sources Definitions Forecasts APPENDIX: WHAT IS MINTEL? 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