Consumer Values and Behaviour in the UK

June 2025

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits. 

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Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in United Kingdom report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in United Kingdom report answers:

  • How is the consumer mindset in United Kingdom changing? In United Kingdom, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in United Kingdom purchase decisions?
  • Where and how do consumers shop in United Kingdom?
  • What health-related activities do consumers in United Kingdom participate in?
  • What megatrends should I focus on in United Kingdom (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Scope
Consumer values and behaviour in the UK
Consumers in the UK are concerned about the rising costs of daily goods
Older generations feel free to express their identity among friends and family
Consumers enjoy experimenting with novel goods and services
Millennials have a tendency to allocate their funds towards experiences over tangible goods
Consumers in the UK foresee that their current level of happiness will improve in the future
Younger generations expect to work more than they do now
While at home, consumers in the UK connect with friends or family virtually
Safe location - the most desired home feature
Consumers prefer to prepare dishes for themselves
Consumers in the UK say that someone else in household typically cooks for them
Older generations have no desire to prepare their own meals
Brits look for healthy ingredients in food and beverages
Younger generations expect to determine their own timetable
Consumers primarily desire to earn a high salary
Consumers say they have a strict boundary between work and personal life
Consumers connect with friends through digital means
Gen Z like to attend live sports games
Consumers' top travel motivation - maximizing the benefits while minimizing the cost
Baby Boomers wants safe destinations when travelling
Consumers in the UK participate in walking or hiking
Younger generations like to run or jog for exercise
Consumers in the UK are interested in meditation
Brits are concerned about climate change
Consumers actively pursuing environmentally-conscious lifestyles
Consumers in the UK motivated to use more energy-efficient products
Brits share opinion on social/political issues on online media channels
Consumers in the UK have a fondness for great bargains
Millennials love exploring shopping malls
Brits are interested in acquiring items that have been previously owned
Baby Boomers try to lead a minimalist lifestyle and do not buy new items unless necessary
Consumers subscribe to streaming platforms on the internet
Consumers set to increase spending on groceries
Younger generations foresee increasing spending on experiences the most
Consumers in the UK show apprehension regarding their current financial condition
Baby Boomers have enough funds available to cover unexpected expenses
Younger generations expect to increase money saving
Consumers take an active role in controlling the sharing of data and managing online privacy
Millennials say they prefer to communicate online
Consumers go to social networking websites to update profiles
Younger generations regularly watch videos online
Younger consumers frequently read reviews from other consumers online
Brits follow or like companies' social media feed or posts
Younger generations help promote a companies' social media
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