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US CONSUMERS IN 2025: WHAT’S IN STORE FOR RETAILERS?
MICHELLE GRANT
HEAD OF RETAILING
CONSUMERS IN 2025
SHOPPING PREFERENCES IN 2015
KEY TAKEAWAYS
Source: ThinkStock
© Euromonitor International
3
The US consumer will look different in 2025
CONSUMERS IN 2025
Urbanization
Households
Divers...
© Euromonitor International
4
27% of Americans will live in the 10 largest metro areas
CONSUMERS IN 2025
0
5,000
10,000
15...
© Euromonitor International
5
Other
Couple
w/
children
Single
parent
Couple
w/out
children
Single
person
Households withou...
© Euromonitor International
6
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
2015 2025
‘000speople
Popul...
© Euromonitor International
7
50,000
55,000
60,000
65,000
70,000
75,000
80,000
‘000sofpeople
Population by Generation
Gene...
© Euromonitor International
8
13.4
2.0
30.2
24.1
28.9
33.5
27.5
40.4
2025
2015
% of Gross Income by Generation
Generation ...
© Euromonitor International
9
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
2015
2016
2017
2018...
CONSUMERS IN 2025
SHOPPING PREFERENCES IN 2015
KEY TAKEAWAYS
Source: ThinkStock
© Euromonitor International
11
Consumer
Trends Survey
2015
LocationIncomeEthnicity
Household
Type
Age
Is today’s shopping ...
© Euromonitor International
12
Shopping
experience
15 to 29
years old
Hispanics
African
Americans
Households
with kids
Who...
© Euromonitor International
13
Garden
State Plaza
(NJ)
• BergenPAC
partnership
• Luxury
tenants
Westfarms
Mall
(CT)
• New ...
© Euromonitor International
14SHOPPING PREFERENCES IN 2015
74%
of Americans
say they like
to find bargains
Source: ThinkSt...
© Euromonitor International
15
Brand 2010-15 %
Walmart Neighbourhood Market 236
Nordstrom Rack 111
HomeGoods 82
Ashley Fur...
© Euromonitor International
16
0 10 20 30 40 50
$11,001 to $21,500
$21,501 to $43,000
$43,001 to $65,000
$65,001 to $108,0...
#1US luxury retailer
40%Revenues come from
InCircle status members
11xLoyalty members spend
more than typical
shopper
© Euromonitor International
18
Much more
influential
• Social media
advertising
• Celebrity
endorsements
• Social media po...
© Euromonitor International
19
459,000 followers on
Instagram
110,000 followers on
WANELO
102,000 followers on
Twitter
...
CONSUMERS IN 2025
SHOPPING PREFERENCES IN 2015
KEY TAKEAWAYS
Source: ThinkStock
© Euromonitor International
21
The US consumer will be different in 2025
KEY TAKEAWAYS
New US
Consumer
Urban
Households
w/...
© Euromonitor International
22
Shop in stores
Look for value
Maximize their loyalty
Embrace new technologies
What will fut...
© Euromonitor International
23
THANK YOU FOR LISTENINGTHANK YOU FOR LISTENING
Michelle Grant| Head of Retailing
Michelle.g...
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US Consumers in 2025: What's in Store for Retailers

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The US is undergoing socio-economic and demographic changes that will reshape its consumers. In 2025, more Americans will live in urban areas. More households will be without children. The population will be more diverse and older. Income will be almost evenly divided amongst Baby Boomers, Generation X and Millennials, but overall, the wealthiest 10% of households will control most of it. Retailers will have to adapt to this changing consumer base, but how?

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US Consumers in 2025: What's in Store for Retailers

  1. 1. US CONSUMERS IN 2025: WHAT’S IN STORE FOR RETAILERS? MICHELLE GRANT HEAD OF RETAILING
  2. 2. CONSUMERS IN 2025 SHOPPING PREFERENCES IN 2015 KEY TAKEAWAYS Source: ThinkStock
  3. 3. © Euromonitor International 3 The US consumer will look different in 2025 CONSUMERS IN 2025 Urbanization Households DiversityAging Income
  4. 4. © Euromonitor International 4 27% of Americans will live in the 10 largest metro areas CONSUMERS IN 2025 0 5,000 10,000 15,000 20,000 25,000 2015 2025 ‘000people Population by Metro Area New York Los Angeles Chicago Dallas Houston Philadelphia Washington DC Miami Atlanta Boston
  5. 5. © Euromonitor International 5 Other Couple w/ children Single parent Couple w/out children Single person Households without children will grow the fastest CONSUMERS IN 2025
  6. 6. © Euromonitor International 6 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 2015 2025 ‘000speople Population by Ethnicity & Race Hispanic-other Hispanic-Black Hispanic-White Non Hispanic-other Non Hispanic-Black Non Hispanic-White The US will be more diverse CONSUMERS IN 2025
  7. 7. © Euromonitor International 7 50,000 55,000 60,000 65,000 70,000 75,000 80,000 ‘000sofpeople Population by Generation Generation Z Millennials Generation X Baby Boomers The rise of the Millennial and Gen Z cohorts CONSUMERS IN 2025 Generation Z : Born between 1995 and 2009 Millennials: Born between 1980 and 1994 Generation X: Born between 1965 and 1979 Baby Boomers: Born between 1946 and 1964
  8. 8. © Euromonitor International 8 13.4 2.0 30.2 24.1 28.9 33.5 27.5 40.4 2025 2015 % of Gross Income by Generation Generation Z Millennials Generation X Baby Boomers Millennials will account for 30% of gross income CONSUMERS IN 2025
  9. 9. © Euromonitor International 9 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 US$ Average Household Disposable Income Richest Households Middle Class Households Poorest Households Income inequality will persist CONSUMERS IN 2025
  10. 10. CONSUMERS IN 2025 SHOPPING PREFERENCES IN 2015 KEY TAKEAWAYS Source: ThinkStock
  11. 11. © Euromonitor International 11 Consumer Trends Survey 2015 LocationIncomeEthnicity Household Type Age Is today’s shopping behavior an indication of future behavior? SHOPPING PREFERENCES IN 2015
  12. 12. © Euromonitor International 12 Shopping experience 15 to 29 years old Hispanics African Americans Households with kids Who enjoys the shopping experience? SHOPPING PREFERENCES IN 2015
  13. 13. © Euromonitor International 13 Garden State Plaza (NJ) • BergenPAC partnership • Luxury tenants Westfarms Mall (CT) • New app • Exclusive tenants King of Prussia (PA) • Better dining options • Indoor skydiving Shopping centers are evolving SHOPPING PREFERENCES IN 2015 The New Mall
  14. 14. © Euromonitor International 14SHOPPING PREFERENCES IN 2015 74% of Americans say they like to find bargains Source: ThinkStock
  15. 15. © Euromonitor International 15 Brand 2010-15 % Walmart Neighbourhood Market 236 Nordstrom Rack 111 HomeGoods 82 Ashley Furniture 70 rue 21 70 Dollar General 58 Forever 21 56 7 of the 20 fastest growing brands were value oriented SHOPPING PREFERENCES IN 2015
  16. 16. © Euromonitor International 16 0 10 20 30 40 50 $11,001 to $21,500 $21,501 to $43,000 $43,001 to $65,000 $65,001 to $108,000 Over $108,000 US Average % of Respondents I Tend to Buy/Shop More at Stores where I am a Loyalty Member Loyalty programs are important to high income households SHOPPING PREFERENCES IN 2015
  17. 17. #1US luxury retailer 40%Revenues come from InCircle status members 11xLoyalty members spend more than typical shopper
  18. 18. © Euromonitor International 18 Much more influential • Social media advertising • Celebrity endorsements • Social media posts Somewhat more influential • Video internet ads • Onsite marketing • Ads on mobile phone • Outdoor • Geotargeted mobile ads • Text based ads Typical influence • Family and friend recommendations • In-store advertising • Desktop ads • TV commercials • Radio 15 to 29 years old more influenced by emerging marketing platforms SHOPPING PREFERENCES IN 2015
  19. 19. © Euromonitor International 19 459,000 followers on Instagram 110,000 followers on WANELO 102,000 followers on Twitter 64,000 followers on Facebook 8,000 followers on Pinterest On Tumbler and Snapchat Shop Jeen knows social media SHOPPING PREFERENCES IN 2015
  20. 20. CONSUMERS IN 2025 SHOPPING PREFERENCES IN 2015 KEY TAKEAWAYS Source: ThinkStock
  21. 21. © Euromonitor International 21 The US consumer will be different in 2025 KEY TAKEAWAYS New US Consumer Urban Households w/out children More diverse Older Generations with equal spending power Unequal income distribution
  22. 22. © Euromonitor International 22 Shop in stores Look for value Maximize their loyalty Embrace new technologies What will future US shoppers do? KEY TAKEAWAYS
  23. 23. © Euromonitor International 23 THANK YOU FOR LISTENINGTHANK YOU FOR LISTENING Michelle Grant| Head of Retailing Michelle.grant@euromonitor.com @EMI_MichelleG www.linkedin.com/in/migrant1
  • HowardKahn1

    Jun. 8, 2016

The US is undergoing socio-economic and demographic changes that will reshape its consumers. In 2025, more Americans will live in urban areas. More households will be without children. The population will be more diverse and older. Income will be almost evenly divided amongst Baby Boomers, Generation X and Millennials, but overall, the wealthiest 10% of households will control most of it. Retailers will have to adapt to this changing consumer base, but how?

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