The U.S. Marriage Market: The Engaged and Newlyweds as Consumers of Household Goods

Feb 1, 2002
260 Pages - Pub ID: LA479940
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Marketers, retailers, bridal magazines, bridal shows, and online wedding resources are increasingly coordinating their efforts to capture the business of the engaged/recently married population. A major focus has been to expand the marriage market beyond its traditional categories, particularly to encompass all home products, including major appliances, furniture, and consumer electronics, as well as the more traditional tableware, linens, small appliances, and cookware. Moreover, to extend the reach of their bridal/gift registries, retailers have been taking them online, and retail nonpareil Wal-Mart has now committed fully to the registry concept. This Packaged Facts report provides comprehensive demographic profiles of engaged or recently married U.S. consumers, along with market size estimates and trend projections. An examination of overall marketing trends precedes individual chapters on Household Appliances and Furnishings, Consumer Electronics, Kitchenware/Tableware/Linens, and The Retail Arena, each of which uses current Simmons Market Research Bureau consumer data, supplemented by market data from a wide array of other sources, to analyze the impact of the engaged/recently married population in myriad product categories.
  1. Executive Summary
    Scope and Methodology
    • Market Parameters
    • Report Methodology
    • Figure 1-1: Aggregate Income of U.S. Marriage Market: By Segment, 1997 vs. 2006 (dollars)

    Statistical Overview
    • "Engaged" and "Newlywed" Are Subjective Terms
    • Packaged Facts Methodology for Marriage Population Estimates
    • Longstanding Rise in Marriages Reversed in 1990s
    • Rate of Household Formation to Rise
    • Engaged/Newlywed Population to Near 13 Million by 2006
    • Marriage Market's Worth to Top $270 Billion by 2006
    • Table 1-1: Aggregate Income of U.S. Marriage Market: By Segment, 1997-2006 (dollars)
    • Overall U.S. Population Trends Suggest Mixed Prospects for Marriage Market
    • Growth of Minority/Ethnic Populations Bodes Well for Market
    • Women Age 18-24 Three Times More Likely to Be Engaged
    • Engaged Men Tend to Work Full-Time
    • High Incidences of Engaged Women and Men in Largest Households
    • Newlywed Population Is Distinctly Older
    • All Non-Whites Figure Significantly Among Newlyweds
    • Newlywed Women Better Off Than Women in General

    Marketing Trends
    • Engaged Women vs. Their Non-Engaged Peers
    • Nearly Half of Newlyweds Buy Sheets
    • Registries Account for Sizable Share of Marriage Market
    • Wal-Mart Extends Registry to All Outlets
    • Couples Register at Two or More Retailers
    • Here Comes the Groom
    • Bridal Magazines Coordinate Efforts of Other Market Players
    • Marketers Promote Brand Awareness at Shows
    • Internet Cited as Primary Information Source
    • Williams-Sonoma Adds Online Registry
    • Engaged/Newlywed Population Also Buying Online

    Household Appliances and Furnishings
    • The American Wedding: Invitation to a Buying Spree
    • Engaged/Newlywed Population Are Likely Appliance/Durable Buyers
    • Newlyweds Buy Wide Array of Household Furnishings

    Electronics
    • 50% of Engaged Men Use Portable Cellular Phones
    • Population Favors Electronic Personal Notebook Organizers
    • Two-TV Skew for the Engaged
    • Newlyweds Favor VHS Camcorders

    Kitchenware, Tableware, and Linens
    • Newlyweds Are Likely Buyers of Kitchen Appliances
    • Cookware Appeals to Entire Engaged/Newlywed Population
    • Young Engaged Women Are Very Kitchen-Conscious
    • Tableware Appeals Predominantly to Women
    • Engaged Women Are Prime Purchasers of Sheets/Pillowcases

    The Retail Arena
    • Gender a Significant Factor in Type of Store Shopped
    • Newlywed Men Are Department Store Shoppers
    • The Influence of Registries
    • Bed-and-Bath Stores Attract Newlywed Women
    • Eddie Bauer Appeals to Both Sexes
  2. Statistical overview
    Introduction
    • "Engaged" and "Newlywed" Are Subjective Terms
    • Packaged Facts Methodology for Marriage Population Estimates
    • Longstanding Rise in Marriages Reversed in 1990s
    • Marriage Rate Declining Since 1972
    • Longstanding Trend Toward Later First Marriages
    • But Marriage Still Alive and Well
    • Older Couples Have More Spending Power
    • Household Growth Slows
    • Married-Couple Households Lag Behind
    • Increases in Cohabitation and Single-Parent Households
    • Rate of Household Formation to Rise
    • Outlook Mixed for Young Married-Couple Households
    • Table 2-1: Number of Marriages and Rate per 1,000 Population, 1990-2001
    • Table 2-2: Median Age at First Marriage by Decade
    • Table 2-3: Percent of Women and Men Never Married by Selected Age Group, 1970 vs. 2000
    • Table 2-4: Growth of U.S. Households by Type, 1970-2000 (number and percent): Total, Married Couple, Other Family, Non-Family
    • Figure 2-1: Estimated and Projected Growth of U.S. Engaged/Newlywed Population, 1997-2006 (number)
    • Figure 2-2: Aggregate Dollar Growth of U.S. Marriage Market, 1997-2006 (dollars)

    Market Size and Growth
    • Number of Engaged/Newlyweds Declines from 1997 to 2001
    • Engaged/Newlywed Population to Near 13 Million by 2006
    • Marriage Market Valued at $230 Billion in 2001
    • Marriage Market’s Worth to Top $270 Billion by 2006
    • The Key Marriage Market Age Groups
    • Shrinking of Key Age Groups Spurred Drop in Marriages
    • Overall U.S. Population Trends Suggest Mixed Prospects for Marriage Market
    • Growth of Minority/Ethnic Populations Bodes Well for Market
    • Table 2-5: Estimated Growth of U.S. Engaged/Newlywed Population, 1997-2001 (number)
    • Table 2-6: Projected Growth of U.S. Engaged/Newlywed Population, 2001-2006 (number)
    • Table 2-7: Aggregate Dollar Growth of U.S. Marriage Market, 1997-2001 (dollars)
    • Table 2-8: Projected Aggregate Dollar Growth of U.S. Marriage Market, 2001-2006 (dollars)
    • Table 2-9: Population Growth of Selected Age Groups, 1995-2000 (number)
    • Table 2-10: Population Projections by Selected Five-Year Age Group, 2001-2006 (number)
    • Table 2-11: Projected Growth of Selected Minority/Ethnic Populations, 2001-2006 (number): Hispanic, Black, Asian

    Engaged Demographics
    • The Simmons Survey System
    • Women More Likely to Consider Themselves Engaged
    • Most Engaged Women Are Under Age 35
    • Women Age 18-24 Three Times More Likely to Be Engaged
    • Engaged Men Somewhat Older Than Engaged Women
    • Blacks Over-Represented in Marriage Market
    • Low Incidence of Engaged Women in Northeast
    • Engaged Population Has Downscale Educational Profile
    • Engaged Men Tend to Work Full-Time
    • Engaged Women Over-Represented Among Service Workers
    • Engaged Men Clustered in Blue-Collar Jobs
    • Engaged Men More Affluent Than Engaged Women
    • High Incidences of Engaged Women and Men in Largest Households
    • Over-Represented in Households with Young Children
    • Engaged Likely to Be Apartment Dwellers, Renters
    • Table 2-12: Distribution of U.S. Engaged Population by Age Bracket, 2000 (number and percent): 4 Classifications
    • Table 2-13: Distribution of U.S. Engaged Population by Racial/Ethnic Origin, 2000 (number and percent): 5 Classifications
    • Table 2-14: Distribution of U.S. Engaged Population by Census Region, 2000 (number and percent): 4 Classifications
    • Table 2-15: Distribution of U.S. Engaged Population by Level of Formal Education, 2000 (number and percent): 4 Classifications
    • Table 2-16: Distribution of U.S. Engaged Population by Occupation, 2000 (number and percent): 7 Classifications
    • Table 2-17: Distribution of U.S. Engaged Population by Household Income, 2000 (number and percent): 9 Classifications

    Newlywed Demographics
    • The Simmons Survey System
    • Newlywed Population Is Distinctly Older
    • All Non-Whites Figure Significantly Among Newlyweds
    • South Is Newlywed Capital
    • Downscale Educational Profile for Newlywed Men
    • Newlywed Women Figure Strongly as Homemakers
    • Newlywed Men Work Full- or Part-Time
    • Newlywed Women Hold Clerical, Service Jobs; Men Are Blue-Collar
    • Newlywed Women Better Off Than Women in General
    • Newlyweds Indicated for Two-Person Households
    • High Incidences of Newlyweds in Households with Young Children
    • Mobile Home Dwellers, Renters Prominent Among Newlyweds
    • Table 2-18: Distribution of U.S. Newlywed Population by Age Bracket, 2000 (number and percent): 7 Classifications
    • Table 2-19: Distribution of U.S. Newlywed Population by Racial/Ethnic Origin, 2000 (number and percent): 5 Classifications
    • Table 2-20: Distribution of U.S. Newlywed Population by Census Region, 2000 (number and percent): 4 Classifications
    • Table 2-21: Distribution of U.S. Newlywed Population by Level of Formal Education, 2000 (number and percent): 7 Classifications
    • Table 2-22: Distribution of U.S. Newlywed Women by Occupation, 2000 (number and percent): 12 Classifications
    • Table 2-23: Distribution of U.S. Newlywed Men by Occupation, 2000 (number and percent): 12 Classifications
    • Table 2-24: Distribution of U.S. Newlywed Women by Household Income, 2000 (number and percent): 11 Classifications
    • Table 2-25: Distribution of U.S. Newlywed Men by Household Income, 2000 (number and percent): 11 Classifications
  3. Marketing Trends
    The Engaged and Newlyweds as Prime Consumers
    • Bridal Magazines Study Buying Behavior
    • Engaged Women vs. Their Non-Engaged Peers
    • Propensity to Buy Furniture and Home Electronics
    • Buying Behavior of Newlyweds Compared to Total Population
    • Three Times More Likely Than Average to Buy Tabletop
    • Cookware Is Most Popular Segment of Housewares
    • Nearly Half of Newlyweds Buy Sheets
    • Other Categories: Newlyweds Outscore Population at Large

    The Role of Registries
    • Historical Background and Description
    • Marriage Market Took Off with Post-War Boom
    • Registries Expand Scope, Spread to Other Retailers
    • Wal-Mart Extends Registry to All Outlets
    • Couples Register at Two or More Retailers
    • Here Comes the Groom
    • Registries Account for Sizable Share of Marriage Market
    • Market Goes Well Beyond Registries, However

    The Role of Bridal Magazines
    • Proliferation of Titles Stimulates Market
    • Bridal Magazines Coordinate Efforts of Other Market Players
    • Bridal Magazines Continue to Prosper
    • New Titles Keep Appearing

    The Role of Bridal Shows
    • Magazine-Affiliated Shows Among the Largest
    • Other Traveling Bridal Shows
    • Marketers Promote Brand Awareness at Shows
    • Some Retailers Register Brides at Outside Shows

    The Marriage Market and the Internet: The Net as Planning Resource
    • Demographics of Engaged/Newlywed Population Correspond to Those of Internet Users
    • Internet Cited as Primary Information Source
    • Engaged/Newlywed Population Also Buying Online

    The Marriage Market and the Internet: Online Wedding Resources
    • One-Stop Wedding Planning and Shopping
    • Focus: WeddingChannel.com
    • Federated Department Stores Is Leading Retail Partner
    • Several Other Retailers Are Partners as Well
    • Waterford Wedgwood Becomes First Marketer Partner
    • Involved with National and Local Bridal Magazines
    • Focus: TheKnot.com
    • Membership, Revenues, Losses Grow Rapidly
    • Publishing Is Large Revenue Source
    • Partners with Fortunoff's and Linens 'n Things
    • Sunbeam Is First Marketer Partner
    • Forms Alliance with Lifetime Television
    • Focus: ModernBride.com
    • Site Is Linked to May Department Stores' Registries
    • MarthaStewart.com Enters Registry Arena
    • Others Vying for Internet Wedding Planning Traffic

    The Marriage Market and the Internet: Online Registries and In-Store Computer Kiosks
    • Quest for Consumer Dollars Goes Multichannel
    • Online Shoppers Spend More Than Store-Only Shoppers
    • Bridal Sales Rise 30% at Williams-Sonoma
    • Penney's: Greater Participation by Grooms
    • Target Stores: Better Communication with Customers
    • Department Store Registries Pioneered Kiosks
    • Kiosks Allow Stores to Expand Offering Beyond What Is Displayed
    • Major Retailers Climb On Kiosk Bandwagon
    • Kiosks Not for Everyone
  4. Household Appliances and Furnishings
    Household Appliances/Durables
    • The Simmons Survey System
    • The American Wedding: Invitation to a Buying Spree
    • Engaged/Newlywed Population Big on Appliances/Durables
    • Vacuum Cleaners, Washing Machines Popular with the Engaged
    • Hoover Themes Ads to Bridal Market
    • Table 4-1: Selected Types of Appliances/Durables Bought in Last 12 Months (percent): 11 Classifications

    Household Furnishings
    • Attract Significant Proportions of Engaged/Newlywed Purchasers
    • Newlyweds Buy Wide Array of Household Furnishings
    • Bedroom Furniture More Popular with Engaged/Newlywed Population Than with Adults Overall
    • Newlyweds Stand Out as Sofabed Purchasers
    • Highest Incidences of Purchase for Infant Furniture
    • Engaged Women Likely to Acquire Floor Lamps
    • Window Coverings: Average Likelihood of Purchase
    • Engaged Women Much More Likely Than Singles to Buy Many Types of Furnishings
    • Newlywed Women in Top Spending Bracket for Bedroom Furniture
    • Newlywed Men Spend More Than Newlywed Women on Table Lamps
    • Ready-Made Draperies: Newlyweds Spend $50-$149
    • Table 4-2: Types of Household Furnishings Bought in Last 12 Months (percent): 20 Classifications
    • Table 4-3: Types of Household Furnishings Bought in Last 12 Months: By Gender (percent): 20 Classifications
    • Table 4-4: Selected Amounts Spent on Various Household Furnishings Bought in Last 12 Months (percent): 20 Classifications
  5. Electronics
    Telephone Equipment
    • The Simmons Survey System
    • Engaged/Newlywed Males Outscore Female Counterparts
    • Pager/Beeper Appeals Across the Board
    • 50% of Engaged Men Use Portable Cellular Phones
    • Motorola, AT&T Brands Hold Appeal
    • Table 5-1: Selected Types of Telephone Equipment Bought in Last 12 Months (percent): 6 Classifications
    • Table 5-2: Type of Cellular Telephone Used (percent): 3 Classifications
    • Table 5-3: Purpose of Cellular Telephone Use (percent): 3 Classifications
    • Table 5-4: Selected Brands of Cellular Telephone Used (percent): 4 Classifications

    Personal Computers
    • Population Less Inclined to Use Personal Computers for E-Mail
    • 19% of Newlywed Women Spend Less Than Two Hours on Home PC
    • Typical Patterns by Computer Brand and Cost
    • Specialty Stores Are Leading Outlets
    • Computer Peripherals Not a Priority
    • Population Favors Electronic Personal Notebook Organizers
    • Table 5-5: Personal Computers at Home: Purposes Used (percent): 2 Classifications
    • Table 5-6: Personal Computers at Home: Number of Hours Used Daily (percent): 3 Classifications
    • Table 5-7: Personal Computers for Home: Brands Owned (percent): 6 Classifications
    • Table 5-8: Personal Computers for Home: Cost of Last Purchase (percent): 4 Classifications
    • Table 5-9: Personal Computer for Home: Top Channels Where Purchased (percent): 2 Classifications
    • Table 5-10: Types of Computer Peripherals Owned (percent): 9 Classifications

    Television Sets and Videocassette Recorders
    • Two-TV Skew for the Engaged
    • TV Is Likely Recent Acquisition
    • Engaged Population Tends to Smaller-Screen TVs
    • Different Brands for Engageds and Newlyweds
    • Spending Patterns for TVs
    • Population Tends to Own Two VCRs
    • VCR Preferences by Brand
    • Table 5-11: Television Sets: Number in Household (percent): 3 Classifications
    • Table 5-12: Television Sets: Type Acquired Most Recently (percent): 3 Classifications
    • Table 5-13: Screen Size and Other Features of TV Acquired Most Recently (percent): 6 Classifications
    • Table 5-14: TVs: Brands Owned (percent): 11 Classifications
    • Table 5-15: Cost of TV Acquired Most Recently (percent): 4 Classifications
    • Table 5-16: VCRs: Brands Owned (percent): 8 Classifications

    Camcorders and Video Cameras
    • Newlywed Men Are Likely Owners
    • Newlyweds Favor VHS Camcorders
    • Patterns by Brand
    • Spending Skews to Lower Brackets
    • Table 5-17: Camcorders/Video Cameras: Ownership, Bought in Last 12 Months, Number Owned (percent): 3 Classifications
    • Table 5-18: Camcorders/Video Cameras: Types Owned (percent): 4 Classifications
    • Table 5-19: Camcorders/Video Cameras: Brands Owned (percent): 4 Classifications
    • Table 5-20: Camcorders/Video Cameras: Cost (percent): 2 Classifications

    Disposable Cameras and Still Cameras
    • Hooked on Disposable Cameras
    • Women Are Better Camera Customers
    • Women Prefer Kodak and Polaroid, Men Go for Canon
    • Newlywed Women Likely to Own Multiple Cameras
    • Population Drawn to Lower-Price Cameras
    • Table 5-21: Disposable Cameras: Used in Last 12 Months, Brands Used (percent): 5 Classifications
    • Table 5-22: Still Cameras: Ownership, Acquired in Last 12 Months, Type Acquired Most Recently (percent): 3 Classifications
    • Table 5-23: Still Cameras: Brands of Newest Owned (percent): 5 Classifications
    • Table 5-24: Still Cameras: Number Owned (percent): 3 Classifications
    • Table 5-25: Still Cameras: Cost of Newest (percent): 4 Classifications

    Stereo/Radio Equipment and Records/Discs/Tapes
    • Population Favors Newer Types of Equipment
    • Patterns by Gender
    • CD Player Is Likely Recent Acquisition
    • Engaged/Newlywed Women's Musical Tastes Are More Eclectic
    • Specialty Stores Are Outlets of Choice for Engaged Population
    • 12% of Engaged Women Purchased 10-19 CDs
    • Table 5-26: Stereo/Radio Equipment: Types Owned (percent): 22 Classifications
    • Table 5-27: Stereo/Radio Equipment: Types Bought in Last 12 Months (percent): 3 Classifications
    • Table 5-28: Records/Discs/Tapes: Kind Bought Most (percent): 11 Classifications
    • Table 5-29: Records/Discs/Tapes: Where Bought Most (percent): 6 Classifications
    • Table 5-30: Compact Discs: Number Purchased in Last 12 Months (percent): 3 Classifications
  6. Kitchenware, tableware, and linens Kitchen Appliances and Cookware
    The Simmons Survey System
    • Newlyweds Are Likely Buyers of Kitchen Appliances
    • Newlyweds Favor Small Appliances Also
    • Cookware Appeals to Entire Engaged/Newlywed Population
    • Young Engaged Women Are Very Kitchen-Conscious
    • Kitchenware Marketers Target Marriage Market Through Advertising
    • In Marriage and Kitchenware, Choice Is Critical
    • Table 6-1: Major Kitchen Appliances Bought in Last 12 Months (percent): 4 Classifications
    • Table 6-2: Small Kitchen Appliances Bought in Last 12 Months (percent): 5 Classifications

    Tableware
    • Appeals Predominantly to Women
    • Purchasing Is Strongly Marriage-Related
    • Newlywed Women Are Likeliest Purchasers
    • Note on Spending Levels
    • Marriage Market Accounts for Largest Share of Tableware Advertising
    • Tableware a Lifetime Choice
    • Table 6-3: Tableware Types Bought in Last 12 Months (percent): 5 Classifications
    • Table 6-4: Percent of Adults Spending Under $100 on Tableware by Type (percent): 3 Classifications

    Linens
    • Popular Purchase with Adults Overall
    • Engaged Women Are Prime Purchasers of Sheets/Pillowcases
    • Comforters/Quilts Appeal Strongly to Engaged/Newlywed Population
    • Engaged/Newlywed Population Spends Moderately on Linens
    • Quality More Important to Engaged Women Than to Single Women Overall
    • Marketers Support Registry Business with Advertising
    • Table 6-5: Bedding, Bath & Linens: Types Bought in Last 12 Months (percent): 8 Classifications
    • Table 6-6: Sheets/Pillowcases: Amount Spent in Last 12 Months (percent): 6 Classifications
    • Table 6-7: Towels: Amount Spent in Last 12 Months (percent): 6 Classifications
    • Table 6-8: Bed Pillows: Amount Spent in Last 12 Months (percent): 6 Classifications
    • Table 6-9: Comforters/Quilts: Amount Spent in Last 12 Months (percent): 6 Classifications
    • Table 6-10: Tablecloths/Napkins: Amount Spent in Last 12 Months (percent): 6 Classifications
  7. The Retail Arena
    Department/Home Stores
    • The Simmons Survey System
    • Gender a Factor in Type of Store Shopped
    • Note on Department, Discount, and Children's Stores
    • Newlywed Men Are Department Store Shoppers
    • Influence of Registries
    • Sears and Penney's Attract Similar Proportion of Newlywed Women
    • Kohl's: Below-Average Appeal to Engaged/Newlywed Customer
    • Bed-and-Bath Stores Attract Newlywed Women
    • Eddie Bauer Appeals to Both Sexes
    • Service Merchandise, Frank’s Draw Newlywed Women
    • Table 7-1: Department/Home Stores Shopped in Last 3 Months (percent): 17 Classifications

    Discount Stores
    • Engaged/Newlywed Status Not a Factor at Wal-Mart
    • Strong Draw of Newlywed Women at Kmart
    • Target Hits Engaged Men
    • Dollar, Closeout Stores Appeal Especially to Engaged Women
    • Marshalls Also Appeals to Engaged Women
    • Newlywed Women Favor Ames and Value City
    • Table 7-2: Discount Stores Shopped in Last 3 Months (percent): 13 Classifications

    Children's Stores
    • Toys R Us Draws 19.5% of Newlywed Women
    • Warner Bros. Lures Male Newlyweds, Too
    • Disney Store Has Special Appeal to Engaged Women
    • Table 7-3: Children's Stores Shopped in Last 3 Months (percent): 7 Classifications

    Office Supply/Computer Stores
    • Low Appeal to Engaged Population
    • Gender Patterns at Superstores
    • Newlywed Men Post Index of 143 at Radio Shack
    • Table 7-4: Office Supply/Computer Stores Shopped in Last 3 Months (percent): 7 Classifications
    • Home Electronics Stores
    • Men Are Prime Patrons
    • Best Buy Has Strong Following Among Engaged Men
    • Table 7-5: Home Electronics Stores Shopped in Last 3 Months (percent): 4 Classifications

    Home Improvement Stores
    • No Extra Appeal to Engaged or Newlywed Men
    • Higher Indices for Men Overall at Home Depot and Lowe's
    • Proportion of Newlywed Men Rises with Frequency of Visits
    • Table 7-6: Home Improvement Stores Shopped in Last 3 Months (percent): 5 Classifications
    • Table 7-7: Home Depot: Number of Visits in Last 3 Months (percent): 4 Classifications

    Catalogs
    • Lower Overall Appeal to Engaged or Newlywed Population
    • Newlywed Women Are Prime Catalog Customers for Bed and Bath Furnishings, Housewares
    • 13% of Newlywed Women Use Mail to Obtain Merchandise
    • 7% of Newlywed Women Spend $500 or More on Catalog Merchandise
    • Purchases for Self Versus Gifts
    • 12% of Newlywed Women and 13.5% of Women Use JCPenney Catalog
    • Table 7-8: Top Methods for Obtaining Merchandise from Catalogs (percent): 2 Classifications
    • Table 7-9: Catalogs: Amount Spent in Last 12 Months (percent): 5 Classifications
    • Table 7-10: Number of Times Bought Merchandise from Catalogs for Self in Last 12 Months (percent): 2 Classifications
    • Table 7-11: Number of Times Bought Merchandise from Catalogs as Gift in Last 12 Months (percent): 2 Classifications
    • Table 7-12: Catalogs Used in Last 12 Months (percent): 4 Classifications

    Appendix I: Examples of consumer advertising
    Appendix II: Addresses of selected marketers

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