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Product Category Research

Active Lifestyles

Leisure & Sporting Activities
79% attend sporting events
39% attended live theater
38% gamble in a casino
28% attended museums
27% jog/run
25% fish (salt or freshwater)
22% swim
21% practice photography
17% bicycle
16% have visited a spa
14% boat (power)
12% snow ski
8% play tennis

NGF/Syndicated Research/MAC Research

The New “Jet Set”

Frequent Travelers
90% took domestic trips in last year
Average number domestic trips taken: 9
Spend avg. $9,100 domestic travel per year
Spend avg. 23 nights in a hotel each year
79% fly commercial on avg. 7 times each year
45% rent a car avg. 6 times each year
61% own a valid passport
44% took a trip outside continental US in last 2 years

NGF/Syndicated Research/MAC Research

Know How to Entertain

Wine, Spirits & Beverages
86% drink bottle water or seltzer avg. 10x week
83% drink soft drinks avg. 10x week
72% drink beer avg. 6x week
63% drink domestic beers
36% drink imported beer
54% drink wine avg. 4 glasses per week
50% drink domestic wine
30% drink imported wine
25% drink energy drinks avg. 6x month
44% drink white liquors1 avg. 8x month
32% drink whiskey/bourbon avg. 8x month

1 Gin, vodka, rum, tequila

NGF/Syndicated Research/MAC Research

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