World Consumer Outlook · Current edition: WCO #10
The latest consumer spending projections.
Consumer spending broken down by 194 countries and every age and spending-power group - projected annually through 2036.
Current edition · WCO #10 · 2025
After the Oil Shock
What’s next for consumer spending - the latest edition of our flagship outlook, with projections from 2025 through 2036.
A consumer is something a person becomes.
Those 4.7 billion are not a fixed club: about 124 million people cross the consumer line in an average year, and 113 million in 2026, most of them in Asia and Africa. The flow slowed through the financial crisis, went into reverse only once, in the first COVID year, and made the loss back within twelve months. The consumers you will serve in 2050 are forming now, far from where demand sits today.
See the data
| Year | New consumers (million) |
|---|---|
| 2012 | 129 |
| 2013 | 138 |
| 2014 | 131 |
| 2015 | 121 |
| 2016 | 141 |
| 2017 | 135 |
| 2018 | 141 |
| 2019 | 112 |
| 2020 | -65 |
| 2021 | 256 |
| 2022 | 93 |
| 2023 | 150 |
| 2024 | 135 |
| 2025 | 129 |
| 2026 | 113 |
| 2027 | 123 |
| 2028 | 123 |
| 2029 | 123 |
| 2030 | 122 |
190+
Countries in the outlook
12
Years of projections
4
Income tiers modelled
100+
Demographic breaks
What's inside
The definitive view on the next decade of consumer spending
The flagship report from World Data Lab. Every edition breaks down consumer spending across 194 countries and every age and spending-power group, from 2025 through 2036 - the same methodology used across World Data Intelligence, distilled into a single narrative report.
Country projections
Consumer spending trajectories for every one of 190+ countries, benchmarked and comparable.
Demographic breaks
100+ age × spending-power segments so you can see who drives which category.
Category trajectories
12 top-level and 200+ sub-categories modelled year-by-year through 2036.
The archive
Every edition of the World Consumer Outlook
Download the full deck from any recent edition. Each one is a self-contained briefing on the state of global consumer spending at the time of publication.
Download our latest webinar deck
WCO #10
After the Oil Shock
Get the full executive briefing deck - the same one our team walks Fortune 500 leadership through. Consumer spending projections through 2036, country-by-country, category-by-category.
- The latest post-oil-shock baseline for global consumer spending
- Where the next 700 million consumers enter the middle class
- Category winners and losers, mapped country by country
- City-level highlights for 100 priority markets
- Silver Generation, Gen Z and Gen X spending trajectories
- Executive-ready charts you can drop into board decks
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