Size the buying unit, not only the population.
Twenty-four countries add households while their population falls, so a plan sized on people alone is aimed at the wrong number. Our analysis counts and forecasts households across 194 countries to 2036, by size, by the age of the head and by what they spend.
Households and people stop moving together.
Worldwide the two grow at the same rate over the decade, within a hundredth of a percentage point. The aggregate hides the split: in twenty-four markets the number of homes rises while the number of people in them falls.
China adds the most households and the fewest people.
Ranking the same ten markets twice, once on households gained and once on people gained, moves them a long way. A distribution network sized on the second ranking is built for the wrong country.
One in seven households holds one person.
Solo households are a seventh of the world’s homes, a twenty-sixth of its people and a tenth of its consumer spending. They are growing two and a half times as fast as households overall.
A small home spends more per person than a large one.
Read across the sizes and the three shares come apart. Households of six or more hold two fifths of the world’s people and a quarter of its spending, and one-person homes do the reverse.
What we hold on households.
Every dataset behind this page, and the rest of what the model publishes about the home rather than the person.
Households
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