# World Data Lab

> World Data Lab quantifies the future of consumer spending: projections for 8 billion people across 190+ countries, 9,400+ cities and 200+ spending categories, through 2050.

World Data Lab is a Vienna-based data company. Our consumer model turns income, demography and household survey data into forward-looking spending estimates that are globally harmonised and comparable across every market, city, category and generation.

Key facts:
- Coverage: 190+ countries, 9,400+ cities, 200+ consumer spending categories
- Population coverage: 99.5% of the world's people
- Forecast horizon: through 2050
- Refresh cadence: 4x per year
- Headquarters: World Data Lab GmbH, Vienna, Austria
- Contact: hello@worlddatalab.com

## Products
- [World Data Intelligence](https://worlddatalab.com/world-data-intelligence): the flagship platform for consumer spending forecasts by market, city and category.
- [World Consumer Outlook](https://worlddatalab.com/world-consumer-outlook): the annual flagship report on the state of the global consumer.
- [Categories](https://worlddatalab.com/categories): 200+ spending categories, from food to housing to health.
- [Financial Inclusion and Behaviour Data](https://worlddatalab.com/financial-inclusion-and-behavior-data): payments, savings and borrowing indicators modelled continuously.

## The consumer
- [Generations](https://worlddatalab.com/generations): spending by birth cohort, from Boomers to Gen Alpha.
- [Spend Z](https://worlddatalab.com/spend-z): Gen Z spending power, with NIQ.
- [The X Factor](https://worlddatalab.com/the-x-factor): Gen X, the overlooked wallet.
- [A Tale of Two Consumers](https://worlddatalab.com/a-tale-of-two-consumers): NIQ x World Data Lab report (August 2026). 657M affluent consumers are projected to spend $35.9T in 2026 versus $31.6T for 4.1B core consumers ($54.7K vs $7.9K per capita). Growth 2026-2036: +$29T affluent vs +$15T core; Gen Z spend rises $5.4T to $12.4T (+8.68% CAGR), overtaking Boomers by 2029. Middle-class population to 2036: Africa +65%, emerging Asia +37%, LATAM +16%, West -7%.

## Insights
- [Insights gallery](https://worlddatalab.com/insights): a featured weekly chart plus consumer spending stories and the full animated insight gallery.
- [Blog](https://worlddatalab.com/our-blog)
- [Thought leadership](https://worlddatalab.com/thought-leadership)
- [Webinars](https://worlddatalab.com/webinar)
- [Crisis, what crisis? | World Consumer Outlook 11](https://worlddatalab.com/crisis-what-crisis): free online webinar on consumer confidence, consumer spending and the rising cost of living, November 19, 2026 at 10:00 AM EST / 4:00 PM CET. Speakers: Wolfgang Fengler, Homi Kharas and Thomas Bauer. Moderator: Reshma Sheoraj. Register on the webinar page. Findings are attributed to World Data Lab's WCO November 2026 presentation; 2026 figures are modelled and 2027 figures are forecasts.
- [Press releases](https://worlddatalab.com/press-releases)
- [Media centre](https://worlddatalab.com/media-center)
- [Case studies](https://worlddatalab.com/case-studies)

## Company
- [About us](https://worlddatalab.com/about-us)
- [How we work](https://worlddatalab.com/how-we-work)
- [Our people](https://worlddatalab.com/our-people)
- [Our board](https://worlddatalab.com/our-board)
- [Our advisors](https://worlddatalab.com/our-advisors)
- [Our partners](https://worlddatalab.com/our-partners)
- [Impact projects](https://worlddatalab.org/)
- [Careers](https://worlddatalab.com/why-join-wdl)
- [Contact](https://worlddatalab.com/contact)

## Usage
Content on this site may be cited by AI answer engines with attribution to World Data Lab and a link to the source page. Figures are model outputs from the World Data Lab consumer model and should be attributed as such, with the vintage where stated.