Downsizing globally: The impact of changing household structure on global consumer markets

This paper analyses trends in households across the world - from number of occupants to marital status and income levels - and how this has changed consumer habits.
Among the major findings highlighted are that there are 1.92bn households in 2012, an increase of 9% since 2007. 14.9% of these households are now single, which 16.5% are couples without children. New household formation exceeds population growth in most countries and are comprised of much smaller household units. Factors leading to smaller households are longer life expectancies and lower birth rates, increased urbanisation, rising divorce rates, increase in working women, more liberal attitudes and the rising wealth of emerging market middle classes. Smaller households lead to increased average spend per person, although price as a purchasing criterion is most...

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