Cocooning - Home as Fortress

SUMMARY

Abstract

There is a global trend towards a focus on the home - from the networked office facilitating home working at one end of the scale to a fortress existence with the emphasis on home security at the other. This report examines the consumer trend towards cocooning and examines its impact on consumer markets.

TABLE OF CONTENTS

Table of Contents

• COCOONING - HOME AS FORTRESS
• 1. EXECUTIVE SUMMARY
• 1.1 Key Trends and Developments
• 1.2 Demographics and Living Patterns
• 1.3 Major Markets
• 1.4 Future Trends
• 2. MARKET DRIVERS
  • Chart 1 Levels of Cocooning
  • Chart 2 The Drivers of Cocooning
• 2.1 The Psychology of Cocooning
  • Chart 3 Economically Active Population in Major Markets 2005
  • Chart 4 Ready Meals Spending Per Capita in Major Markets 2005
  • Chart 5 Foodservice Per Capita Spending in Major Markets 2005
• 2.2 Social and Economic Factors
  • Table 1 GDP at Purchasing Parity 2005 Actual and Forecast in Major Markets 2005-2009
  • Chart 6 Hours Worked Per Week in Non-Agricultural Jobs in Major Markets 2005
  • Chart 7 Credit Cards Per Capita Spending in Major Markets 2004
• 2.3 Cultural Factors
  • Chart 8 Index of Individuality in Major Markets
  • Chart 9 Index of Uncertainty Avoidance in Major Markets
• 3. KEY TRENDS AND DEVELOPMENTS
  • Chart 10 Online Shopping Per Capita Spending in Major Markets 2005-2007
  • Table 2 Growth in Number of New Dwellings in Major Markets 2004-2009
  • Table 3 World: Change in Under-14s Population by Region 2005/2015
  • Table 4 World: Regional Change in Over-65 Population 2005/2015
  • Chart 11 Penetration of Video Games Consoles in Major Markets 2005
  • Chart 12 Passenger Cars Per '000 in Major Markets 2005
• 4. DEMOGRAPHICS/LIVING PATTERNS
• 4.1 Household Patterns
  • Table 5 Household Structure in Major Markets 2005
  • Chart 13 Single Person Households as % all Households in Major Markets 2005
  • Table 6 Dependency Ratios Outlook in Major Markets - pensioners as proportion all population 2004/2009
  • Chart 14 Home Ownership - Owner Occupiers Per '000 in Major Markets 2005
  • Chart 15 On- and Off-trade Drinking -Proportion Volume Sales in Major Markets 2005
  • Chart 16 Home Delivery/Takeaway Spending Per Capita in Major Markets 2005
  • Chart 17 Pet Ownership per Household in Major Markets 2005
  • Chart 18 DIY Spending Per Capita in Major Markets 2005
  • Table 7 House Price Inflation in Major Markets 2004/2005 and 1997/2005
  • Chart 19 Gardening - Spending Per Capita in Major Markets 2004
  • Chart 20 Forecast % Urban Dwelling Population by Region 2005/2015
  • Chart 21 Household Penetration of PCs in Major Markets 2005
  • Table 8 Growth in Ownership of PCs in Major Markets 2000/2005
  • Chart 22 Penetration Internet Connection in Major Markets 2005
  • Chart 23 Penetration of Mobile Phones in Major Markets 2005
  • Chart 24 Self-employed Workers in Major Markets 2005
  • Chart 25 Part-time Working Per '000 in Major Markets 2005
• 5. COCOONING IN MAJOR MARKETS
  • Chart 26 Cocooning Propensities in France
  • Chart 27 Cocooning Propensities in Germany
  • Chart 28 Cocooning Propensities in the UK
  • Chart 29 Cocooning Propensities in the US
  • Chart 30 Cocooning Propensities in Japan
  • Chart 31 Cocooning Propensities in the BRIC Nations
  • Table 9 GDP, Fertility Rates and Household Size in Major Markets 2005
  • Table 10 Hours Worked Per Week in Major Markets 2005
  • Table 11 Ownership of Cars, Computers and Phones in Major Markets 2005
  • Chart 32 On-line Spending Per Capita by Major Market and Sector 2005
• 6. FUTURE OUTLOOK
• 6.1 Trends to Watch
• 6.2 Implications for Global Marketing Strategies in the Future
• 6.3 Market Forecasts
  • Table 12 Forecast Spending on Ready Meals, US$ Million by Major Market 2006-2010
  • Table 13 Forecast Spending on Off-Trade Alcoholic Drinks by Major Market 2006-2010
  • Table 14 Forecast Spending on Gardening US$ Million by Major Market 2005-2009
  • Chart 33 Growth in Internet Users by Major Market 2005/09
  • Chart 34 Forecast Online Spending Per Capita US$ 2005-2007
  • Chart 35 Forecast Growth in Users of Mobile Phones by Major Market 2004/09