Consumer Values and Behaviour in the US

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 USA 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 USA report answers:

  • How is the consumer mindset in USA changing? In USA, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in USA purchase decisions?
  • Where and how do consumers shop in USA?
  • What health-related activities do consumers in USA participate in?
  • What megatrends should I focus on in USA (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 US
Americans are concerned that the cost of everyday items are going up
Older generations feel comfortable expressing their identity with friends and family
Americans have a habit for testing out new goods and offerings
Millennials extensively research the brands they prefer
Consumers in the US foresee that their current level of happiness will improve in the future
Baby Boomers expect to have more free time for themselves
While at home, consumers in the US exercise
Safe location remains the most desired home feature
Americans prefer to cook or bake dishes for themselves
Americans say that ordering food for delivery is more convenient
Younger generations believe they are not skilled in the kitchen
Americans look for healthy ingredients in food and beverages
Gen X expect to arrange their own preferred working hours
Consumers in the US primarily desire to earn a high salary
Consumers say they have a strict boundary between work and personal life
Consumers in the US prefer interacting with their friends virtually
Younger generations like to go to the movies as leisure activity
Americans prioritise getting the best return on money spent when travelling
Older generations expect getting the best return on money spent options when on vacation
Consumers in the US engage in walking or hiking
Younger generations like to run or jog
Consumers are interested in meditation to improve wellbeing
Consumers in the US are concerned about climate change
Consumers actively pursuing environmentally-conscious lifestyles
Americans motivated to use products that are designed to reduce energy consumption
Consumers utilize social media to voice their perspective on current issues
Consumers like to find bargains
Baby Boomers prefer to shop at locally-owned stores
Consumers are open to purchasing used or pre-owned goods
Baby Boomers try to lead minimalist lifestyles, only spending money on essentials
Consumers in the US subscribe to online streaming services
Consumers set to increase spending on groceries
Younger generations foresee increasing spending on health and wellness the most
Consumers in the US are concerned about their current monetary status
Baby Boomers are comfortable with their current financial situation
Saving money remains top priority
Consumers actively manage data sharing and privacy settings
Millennials prefer online communication channels
Americans visit or update social networking site
Millennials regularly utilise messaging apps or platforms
Younger generations frequently make online purchases
Americans show support for companies by following their social media updates
Younger generations spread the word about a businesses' social media content
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