Changing Face of the Household: Global Trends and Forecasts to 2015
Chapters: 6 | Tables: 21 | Publication date: Mar 2006
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- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Regional coverage
Western Europe; Eastern Europe; North America; Latin America; Asia-Pacific; Oceania; Africa and the Middle East
Table of contents
1. EXECUTIVE SUMMARY
1.1 DRIVERS
Chart 1 Factors Affecting Household Structure 2006
1.2 TRENDS IN HOUSEHOLD STRUCTURE
Table 1 % Share of Household Types in Selected Markets 2005
Table 2 Growth by Household Type in Selected Markets 2000/2005
1.3 IMPACT ON CONSUMER MARKETS
Chart 2 Products and Services According to Household Type
1.4 FUTURE TRENDS
Chart 3 Forecast Number of Households in Major Markets 2005/2015
2. DRIVERS
2.1 INTRODUCTION
More households, smaller units
No fixed abode
Changing family definition
Implications for marketers
2.2 DEMOGRAPHIC FACTORS
Population growth
Chart 4 Household Versus Population % Growth by Country 2000/2005
Falling birth rates
Table 3 Birth Rates by Region 1999-2004
Ageing populations
Table 4 Past, Present and Projected Global Population Growth 1995-2015
2.3 CHANGING FAMILY STRUCTURES
Nuclear versus extended family
The decline of marriage
Case study: the example of Sweden
The rise in extra-marital births
Same-sex couples
Rise of singles
Chart 5 % Single-person Households in Major Markets 2000/2005
More empty nesters and DINKs
Chart 6 % Two-person Households in Major Markets 2000/2005
Couples with children still the norm
2.4 PROPERTY MARKET
The housing bubble
Will it burst?
Increasing housing stock
Table 5 Housing Stock in Major Markets 2000-2005
But a decline in new construction
Table 6 New Dwellings Completed in Major Markets 2000-2005
Shift to apartments
Chart 7 % Apartments of Total Housing 2000/2005
Persistence of slums
Home ownership at all-time high
But renting still common
Table 7 % of Households by Tenure in Selected Markets 2005
Environmental impact of more households
2.5 THE EFFECTS OF URBANISATION
Cities continue to spread
Suburban flight
And ruralisation
Chart 8 % Total Households by Urban/Rural Split 2005
Case study: the rise of telecommuting
3. GLOBAL TRENDS
3.1 TOTAL NUMBER OF HOUSEHOLDS
Table 8 Number of Households by Country 2000-2005
3.2 HOUSEHOLDS BY NUMBER OF PERSONS
Developed markets characterised by smaller households
Extended families still common in developing countries
Table 9 Number of Households by Number of Persons 2005
Table 10 % Households by Number of Persons 2005
3.3 HOUSEHOLDS BY AGE OF HEAD
Ageing populations have older household profile
Extended families also headed by older men
China’s households gaining younger profile
Table 11 Number of Households by Age of Head of Household 2005
Table 12 % Households by Age of Head of Household 2005
3.4 HOUSEHOLDS BY EMPLOYMENT STATUS OF HEAD
Japan’s households headed by salary men
Self-employment gains popularity in Canada
India dominated by small business
Table 13 Number of Households by Employment Status of Head of Household 2005
Table 14 % Households by Employment Status of Head of Household 2005
3.5 HOUSEHOLDS BY SEX OF HEAD
Women control more households in advanced societies
Men still dominant force in developing markets
Table 15 Number of Households by Sex of Head of Household 2005
Table 16 % Households by Sex of Head of Household 2005
3.6 HOUSEHOLDS BY EDUCATION OF HEAD
US and Japan have most highly educated households
Education levels rising
Education lacking in many Indian households
Table 17 Number of Households by Education of Head of Household 2005
Table 18 % Households by Education of Head of Household 2005
4. IMPACT ON CONSUMER MARKETS
4.1 SINGLE-PERSON HOUSEHOLDS
Different types of singles
Good news for compact cars
Case study: singles study in the UK
Higher per capita expenditure on food
Sales of ready meals fuelled by single/two-person households
Chart 9 Global Sales of Ready Meals by Subsector 2002/2005
Home improvement important to singles
The need to downsize
Microwaves offer convenience
Singles like socialising
Quality over quantity
Singles purchase more on impulse
Singles chat via web
4.2 TWO-PERSON HOUSEHOLDS
Incomes high among DINKs and empty nesters
Convenience and nutrition
Case study: Pillsbury – targeting empty nesters
Demand for luxury goods
DIY and gardening important to empty nesters
Gym membership high among couples
Couples spend most on restaurants
Table 19 Number of Restaurant Meals by Consumer Group 2005
Lucrative segment for tour operators
4.3 MULTIPLE-PERSON HOUSEHOLDS
Families have less disposable income
Family members may live separate lives
Nutrition and food safety come to the fore
The power of children
Cheap credit has allowed for growth of durables
Time-saving devices appeal to working women
Demand for larger cars
DIY products essential for family homes
Fast food reigns with families
Increased demand for domestic services
One-stop shopping preferred by parents
Internet used in many capacities
5. SHIFTS IN MAJOR MARKETS
5.1 BRAZIL
Brazil still family-orientated society
Single person and single parent households on the rise
Empty nesters fuel growth in two-person households
Chart 10 Types of Household in Brazil 2005
5.2 CANADA
Couples without children at home become largest group
Smaller family units fuel demand for loft apartments
Cohabitation has become the norm in Quebec
Children move back with parents
Chart 11 Types of Household in Canada 2005
5.3 CHINA
One child policy has led to smaller households
Young people choose independence
Single parenthood not common
Chart 12 Types of Household in China 2005
5.4 FRANCE
Ageing population fuels growth in single households
High divorce rate causing rise in single parents
Chart 13 Types of Household in France 2005
5.5 GERMANY
Germany has highest share of single person households
Single parenthood rare but growing strongly
Low birth rate increases number of two-person households
Chart 14 Types of Household in Germany 2005
5.6 INDIA
Families still dominate Indian households
Single person households remain rare
Chart 15 Types of Household in India 2005
5.7 ITALY
A more traditional household structure
Single person households rise rapidly
High level of single parents
Chart 16 Types of Household in Italy 2005
5.8 JAPAN
Defined roles for women
Single-parent households grow fastest
Chart 17 Types of Household in Japan 2005
5.9 RUSSIA
Couples with children on the decline
High level of single-parent households
Chart 18 Types of Household in Russia 2005
5.10 UK
Couples without children now largest group
Singles can no longer afford solo-living
Lone parenthood on the rise
Step families more common
Chart 19 Types of Household in the UK 2005
5.11 US
Singles and couples account for more than half of households
Singles have more money
Ethnic families have larger households
Chart 20 Types of Household in the US 2005
6. FORECASTS
6.1 TRENDS TO WATCH
Changing demographics and morals will impact households
Products will be tailored accordingly
Living spaces will decline
Multi-channel marketing will grow
6.2 MARKET FORECASTS
Total households
Table 20 Forecast Number of Households by Country 2005/2010/2015
Households by type
Table 21 Number of Households by Type in Selected Markets 2005/2010/2015