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Decoding the UK Consumer Market Landscape

Discover the varied social classes, income distribution, market size and features, and advertising trends shaping consumer behavior in the UK. Explore the economic growth, urban structures, and advertising landscape. Gain insights into consumer spending patterns across different sectors.

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Decoding the UK Consumer Market Landscape

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  1. THE UK CONSUMER MARKET OVERVIEW

  2. WHAT IS “BRITAIN”? • Not one “nation” but several • 20% under age 15 • 15% between 15 and 24 • Several social classes: A,B,C1, etc. • Social class C1/C2 contains more than 50% of the population

  3. INCOME AND WEALTH • Poor post-war economic performance followed by a long period of continuous economic growth • Affluence in general but many pockets of extreme deprivation • Low unemployment in general but with pockets of high unemployment

  4. MARKET SIZE AND STRUCTURE • The market is large and expanding • Ethnic diversity - much immigration in recent years • Around 25 million households (25% one person, 33% two people) • Seven major urban conurbations • Rise of the service sector

  5. MARKET FEATURES • Social class is a very important determinant of consumer behaviour. Class in Britain is a CULTURAL phenomenon • Many ethnic segments, each requiring separate analysis • The consumer spend: housing and food 12% each; clothing and footwear 6%; leisure 4%; travel 3%, tobacco 2.5%

  6. ADVERTISING • The UK is the EU’s 3rd most advertising orientated country. • Voluntary regulation through the ASA • Adspend: TV 35%; newspapers 30%; magazines 25%; outdoor 6%; radio 3% • Biggest advertisers: food; retailers; financial services; motor vehicles

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