Category
Housing
Built for housing teams deciding where energy and rent will take more of the wallet, which markets can carry a higher bill, and how quickly that changes.
COICOP 4
Start the shortlist where the category is bought.
Every country to 2050, all 9,400+ cities to 2040. One model, one shared scale for a market and a city.
The category down to its 14 lines. Each with its own size, growth and cohort, never one blended average.
Every figure by age band and spending tier. A target cohort is only a filter on the same numbers.
Priced against what each market can afford. The share of a city that can buy at your price, and when.
USD 14.37T
Spending in 2026
USD 23.17T
Spending in 2036
+USD 8.79T
Added by 2036
4.89%
Annual growth to 2036
USD 1,761
Per person a year
20.3%
Share of the global wallet
nominal USD, current prices
Where the category is bought
See the data
| City | Country | 2026 (USD bn) | 2036 (USD bn) | Annual growth (%) |
|---|---|---|---|---|
| New York City | United States | 227.8 | 334.1 | 3.90 |
| Los Angeles | United States | 192.9 | 305.4 | 4.70 |
| Tokyo | Japan | 171.9 | 244.2 | 3.57 |
| San Francisco | United States | 120.4 | 189.3 | 4.63 |
| London | United Kingdom | 118.5 | 192.6 | 4.98 |
| Paris | France | 99.0 | 138.4 | 3.40 |
| Miami | United States | 87.7 | 134.8 | 4.40 |
| Chicago | United States | 71.8 | 101.8 | 3.56 |
| Seoul | South Korea | 69.8 | 110.3 | 4.68 |
| Shanghai | China | 62.3 | 98.5 | 4.69 |
| Osaka | Japan | 60.5 | 81.6 | 3.02 |
| Washington | United States | 57.6 | 90.8 | 4.64 |
| Sao Paulo | Brazil | 54.9 | 87.2 | 4.74 |
| Riyadh | Saudi Arabia | 53.7 | 94.8 | 5.85 |
| Toronto | Canada | 50.9 | 79.0 | 4.50 |
| Beijing | China | 46.9 | 87.3 | 6.41 |
| Houston | United States | 46.3 | 81.0 | 5.75 |
| Seattle | United States | 46.2 | 76.0 | 5.10 |
| Sydney | Australia | 45.7 | 68.1 | 4.07 |
| Mexico City | Mexico | 44.7 | 67.8 | 4.27 |
Time entry to the year a city reaches your price.
Annual consumer spending on housing, water and energy, 2000 to 2040.
- New York City: USD 228bn in 2026
- Los Angeles: USD 193bn in 2026
- Tokyo: USD 172bn in 2026
- San Francisco: USD 120bn in 2026
- London: USD 119bn in 2026
See the data
| City | Country code | 2026 (USD bn) |
|---|---|---|
| New York City | USA | 227.9 |
| Los Angeles | USA | 192.9 |
| Tokyo | JPN | 171.9 |
| San Francisco | USA | 120.4 |
| London | GBR | 118.5 |
Aim the range at the cohort that is arriving.
By spending tier
- Rich: 34.1% of spending in 2026, 49.4% of the spending added by 2036
- Upper middle: 15.3% of spending in 2026, 16.5% of the spending added by 2036
- Core middle: 26.4% of spending in 2026, 21.7% of the spending added by 2036
- Lower middle: 19.7% of spending in 2026, 11.9% of the spending added by 2036
- Poor: 4.4% of spending in 2026, 0.5% of the spending added by 2036
By age band
- 65 and over: 22.8% of spending in 2026, 34.0% of the spending added by 2036
- 45-65: 30.5% of spending in 2026, 29.0% of the spending added by 2036
- 30-45: 20.9% of spending in 2026, 15.9% of the spending added by 2036
- 15-30: 14.1% of spending in 2026, 13.1% of the spending added by 2036
- 0-15: 11.8% of spending in 2026, 7.9% of the spending added by 2036
See the data
| Cohort | Dimension | 2026 spending (%) | Added by 2036 (%) | Annual growth (%) |
|---|---|---|---|---|
| Poor | Spending tier | 4.4 | 0.5 | 0.73 |
| Lower middle | Spending tier | 19.7 | 11.9 | 3.18 |
| Core middle | Spending tier | 26.4 | 21.7 | 4.15 |
| Upper middle | Spending tier | 15.3 | 16.5 | 5.20 |
| Rich | Spending tier | 34.1 | 49.4 | 6.54 |
| 0-15 | Age band | 11.8 | 7.9 | 3.52 |
| 15-30 | Age band | 14.1 | 13.1 | 4.60 |
| 30-45 | Age band | 20.9 | 15.9 | 3.91 |
| 45-65 | Age band | 30.5 | 29.0 | 4.70 |
| 65 and over | Age band | 22.8 | 34.0 | 6.69 |
Weight the portfolio to the lines that are moving.
Area is spending in 2026. USD 14.37T across 14 published lines of the model.
Imputed rentals for housing
USD 7.42T · 51.6%
Actual rentals paid by tenants
USD 2.88T · 20.0%
Electricity
USD 1.21T · 8.4%
Water supply
USD 520bn · 3.6%
Gas
USD 496bn · 3.5%
Materials for home repair
USD 447bn · 3.1%
Heat energy
USD 371bn · 2.6%
Solid fuels
USD 289bn · 2.0%
USD 163bn
- Home repair servicesUSD 225bn
- Other dwelling servicesUSD 163bn
- Liquid fuelsUSD 118bn
- Refuse collectionUSD 110bn
- Other actual rentalsUSD 74bn
- Sewerage collectionUSD 63bn
Imputed rentals for housing
USD 7.42T · 51.6%
Actual rentals paid by tenants
USD 2.88T · 20.0%
Electricity
USD 1.21T · 8.4%
Water supply
USD 520bn · 3.6%
Gas
USD 496bn · 3.5%
Materials for home repair
USD 447bn · 3.1%
Heat energy
USD 371bn · 2.6%
Solid fuels
USD 289bn · 2.0%
Home repair services
USD 225bn · 1.6%
Other dwelling services
USD 163bn · 1.1%
Liquid fuels
USD 118bn · 0.8%
Refuse collection
USD 110bn · 0.8%
USD 74bn
USD 63bn
- Other actual rentalsUSD 74bn
- Sewerage collectionUSD 63bn
See the data
| Category line | 2026 (USD bn) | Share of plotted spending (%) | Annual growth (%) |
|---|---|---|---|
| Imputed rentals for housing | 7415.7 | 51.6 | 5.04 |
| Actual rentals paid by tenants | 2875.1 | 20.0 | 4.53 |
| Electricity | 1207.5 | 8.4 | 4.79 |
| Water supply | 519.6 | 3.6 | 5.09 |
| Gas | 496.2 | 3.5 | 4.71 |
| Materials for home repair | 446.8 | 3.1 | 5.25 |
| Heat energy | 370.8 | 2.6 | 4.56 |
| Solid fuels | 289.3 | 2.0 | 5.41 |
| Home repair services | 224.5 | 1.6 | 5.04 |
| Other dwelling services | 163.4 | 1.1 | 4.68 |
| Liquid fuels | 117.5 | 0.8 | 4.37 |
| Refuse collection | 109.9 | 0.8 | 4.39 |
| Other actual rentals | 74.4 | 0.5 | 4.30 |
| Sewerage collection | 63.2 | 0.4 | 4.02 |
Five decisions a housing team can settle with this data.
01
Market entry and prioritisation
The cities holding the most housing and utilities spending today are not the ones adding it fastest. Across the forty largest markets in the model the spread runs from 2.5% a year to 7.8%, which is the difference between a market that transforms by 2036 and one that barely moves. We rank every city on the spending that is forming rather than the spending already there.
02
Pricing and affordability
Spending on housing, water and energy by rich consumers compounds at 6.54% a year, against 0.73% for the poorest. A cheaper range can hold its volume and still be defending a shrinking share of the growth, because the growth is not sitting where the volume is. We map spending power against your own price range in every market you sell in.
03
Category and portfolio strategy
Inside the category, solid fuels compounds at 5.41% a year while sewerage collection manages 4.02%. Those are two different shelf decisions inside one category averaging 4.89%, and the average is what most portfolio reviews are still built on.
04
Segmentation and targeting
Spending on housing, water and energy by the over-65s compounds at 6.69% a year, against 3.52% for the under-15s. In New York City the over-65s already hold 20% of the category. A pipeline aimed at the wrong life stage is chasing the slower half of the market, and the gap widens every year to 2036.
05
Demand forecasting and sizing
The category adds $8.79 trillion between 2026 and 2036, and none of it arrives evenly. A capacity decision taken now rests on the market that will exist in ten years rather than the one visible today. We project every market and every year to 2050.
Related categories
Explore adjacent spending
FAQ
Questions a housing team asks us.
Consumers spend $14.37 trillion on housing, water and energy in 2026, which is 20.3% of all their spending. The market grows 4.89% a year in current dollars and reaches $23.17 trillion by 2036. Between those two years it adds $8.79 trillion.
The fastest-growing subcategory is solid fuels at 5.41% a year and the slowest is sewerage collection at 4.02%. The category as a whole grows 4.89% a year. The two largest subcategories are imputed rentals for housing at $7.42 trillion and actual rentals paid by tenants at $2.88 trillion. Both grow more slowly than solid fuels.
New York City spends the most at $228bn a year, followed by Los Angeles at $193bn and Tokyo at $172bn. We estimate the category for all 9,400+ cities in every year to 2040. The top ten of the 254 cities on this page's map hold 28% of the spending it shows.
Among the largest city markets, Jakarta grows fastest at 7.8% a year and Moscow slowest at 2.5%. The cities adding the most spending by 2036 make a different list, led by Los Angeles at $112bn, New York City at $106bn and London at $74bn.
Yes, every market and city splits the category into five age bands and five spending tiers. Sizing the cohort you target means filtering those same figures, with nothing extra to commission. Genoa has the oldest profile, with 38% of its spending from the over-65s. San Francisco is the most affluent, with 96% from its richest spending tier.
We forecast every country, subcategory and cohort each year to 2050, and every city to 2040. Because one model produces all of them, a market and a city read on the same scale. The method is published and peer reviewed. Our page on how we measure spending sets it out. The average person spends $1,761 a year on housing, water and energy today.
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