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Strategy Briefing

USA Flag Downsizing Globally: The Impact of Changing Household Structure on Global Consumer Markets

| Pages: 82

Price: US$2,600

About this Report

Despite ever rising living costs and the inability of many young adults to fly the nest while times are hard, the global trend towards smaller and less conventional household units continued apace over the review period, driven by lower marriage and fertility rates, ageing populations, rapid urbanisation and rising wealth in emerging markets. This new global report analyses household statistics and behaviour, and suggests how these may shape demand and impact marketers in the future.

What this report includes

  • Top-level strategic analysis of how major consumer trends will influence global markets
  • Consumer insight
  • Impact across all relevant consumer markets
  • Unique graphics and case studies
  • Key market snapshots
  • Accompanying presentation to synthesise main findings
     

Why buy this report

  • Identify factors driving change now and in the future
  • Understand motivation
  • Forward-looking outlook
  • Briefings and presentation should provoke lively discussion at senior level
  • Take a step back from micro trends
  • Get up to date estimates and comment

Delivery format

PDF/Word
Downloadable from MyPages

Table of Contents

EXECUTIVE SUMMARY

Household trends

  • Chart 1 Global Households by Type 2007/2012

Factors affecting household structure

Household behaviours

Outlook

NUMBER AND TYPE OF HOUSEHOLDS

Total number of households

Households grow faster than population

Stagnation in the US

  • Table 1 Number of Households by Country 2007/2012

Households by type

Nuclear units increasingly common

Single households more common in Northern Europe

Single households spend more and save less

Two-person households – from DINKs to empty-nesters

Traditional households still the norm in China and India

  • Table 2 Households by Type, by Country 2012

Households by Size

Fewer occupants

Emerging markets retain traditional extended family structure

Germany has smallest households

  • Chart 3 Number of Occupants Per Household by Country 2012

Dwelling sizes stabilise

  • Table 3 % Households by Number of Rooms by Country 2012

FACTORS AFFECTING HOUSEHOLD STRUCTURE

The delaying of family life

Lower marriage and birth rates

Children unwilling to fly the nest

  • Chart 4 Birth Rates by Region 2012
  • Chart 5 Average Age of Women at First Marriage by Country 2012

Ageing populations

Fewer children, longer lives

Japan has the oldest population

Impact on household structure

Spending power may fall

Older households receive family support in India

Japan earthquake disaster strengthens family ties

UK’s elderly labelled as “bedroom blockers”

Ageing households provide opportunities for service providers

Robots help elderly Japanese

Active-adult developments burgeon in the US and Australia

Opportunities in the consumer goods market

  • Table 4 % Households by Age of Head of Household 2012

The rise of the single lifestyle

Almost a third of the population is unmarried

Brazil has the most singletons

Potential for discretionary spend

Travel for singles

Encouraging single diners

Singles shop locally

  • Chart 7 % Population Aged 15+ who are Single or Divorced by Country 2007/2012

The “boomerang children” phenomenon

Young people unable to move

Living with parents means a higher quality of life

Opportunities for marketers

Rise of non-traditional households

Households less easy to pigeonhole

Catering to single parents

The rise in same-sex households

Attitudes become more liberal

More countries legalise gay marriage

High spending power

Opportunities in the luxury market

The property market

Housing crash slow to recover

US market picks up

UK market stabilises

Spanish prices still in freefall

Government programme stimulates Brazilian housing market

Renting on the increase

Chinese increasingly able to afford their own properties

  • Chart 8 Rented Households as a % Total Households 2012

The effects of urbanisation

Space at a premium in large cities

China’s cities see rapid growth

Pressure on resources

Social unrest

  • Chart 9 Urban Households as a % of All Households 2007/2012

The shift to apartments

Space at a premium in Tokyo

Growing demand for space-saving appliances

  • Chart 10 Apartments as a % of All Households 2007/2012

The home as a work base

The rise in teleworking

UK companies employ home workers to cut costs

Impact on home requirements

HOUSEHOLD BEHAVIOUR

Expenditure patterns

Spreading the costs

Two person households spend most per head in China

  • Table 5 Consumer Expenditure Per Household Member by Household Size 2012

Shopping habits

Price and quality are of top priority among all households types

DINKS are in a better position to splurge

  • Chart 11 Importance of Various Purchasing Criteria by Household Type (Global)

Discounters benefit from search for value

Loyalty schemes attract family shoppers

Mums at the mall

  • Chart 12 Shopping Habits by Household Type (Global)

Attitudes to health

  • Chart 13 Attitudes to Health by Household Type (Global)

Eating habits

  • Chart 14 Eating Habits by Household Type (Global)

Trends in ready meals

Singles attracted to the convenience of ready meals

Packaging becomes more user-friendly

  • Table 6 Global Sales of Ready Meals by Category 2007/2012

Trends in 100% home delivery/takeaway

Market driven by desire for cocooning and convenience

Bi-polarisation of the market

  • Table 7 Global Sales of 100% Home Delivery/Takeaway by Category 2006/2011

Dining trends

Families seek value dining experiences

Young singles help fill off-peak day-parts

  • Chart 15 Frequency of Eating Out for Dinner by Household Type (Global)

Singles in emerging markets dine out frequently

  • Chart 16 Frequency of Eating Out for Dinner by Household Type (By Country)

Internet use

Shared households are heaviest internet users

Families enjoy convenience of online shopping

  • Chart 17 internet Usage by Household Type (Global)

MAJOR MARKET TRENDS

Brazil

Household structure

  • Chart 18 Brazil: Households by Type 2007/2012/2017

Spending by household type

  • Table 8 Brazil: Expenditure by Household Type 2012

Attitudes to health and eating

  • Chart 19 Brazil: Attitudes to Health and Eating Habits by Household Type

China

Household structure

Single women stigmatised

  • Chart 20 China: Households by Type 2007/2012/2017

Spending by household type

  • Table 9 China: Expenditure by Household Type 2012

Attitudes to health and eating

Eating out is cheap and convenient

Solo dwellers shun ready meals

  • Chart 21 China: Attitudes to Health and Eating Habits by Household Type

France

Household structure

  • Chart 22 France: Households by Type 2007/2012/2017

Spending by household type

  • Table 10 France: Expenditure by Household Type 2012

Attitudes to health and eating

Singles prefer home cooking

  • Chart 23 France: Attitudes to Health and Eating Habits by Household Type

Germany

Household structure

Lone parents on the increase

  • Chart 24 Germany: Households by Type 2007/2012/2017

Spending by household type

  • Table 11 Germany: Expenditure by Household Type 2012

Attitudes to health and eating

  • Chart 25 Germany: Attitudes to Health and Eating Habits by Household Type

India

Household structure

Solo living still rare

  • Chart 26 India: Households by Type 2007/2012/2017

Spending by household type

  • Table 12 India: Expenditure by Household Type 2012

Attitudes to health and eating

Consumers prefer fresh ingredients

  • Chart 27 India: Attitudes to Health and Eating Habits by Household Type

Japan

Household structure

Gender roles still traditional

  • Chart 28 Japan: Households by Type 2007/2012/2017

Spending by household type

  • Table 13 Japan: Expenditure by Household Type 2012

Attitudes to health and eating

Health supplements popular

  • Chart 29 Japan: Attitudes to Health and Eating Habits by Household Type

UK

Household structure

Families getting smaller

The UK heads Europe for children in lone parent families

  • Chart 30 UK: Households by Type 2007/2012/2017

Spending by household type

Empty nesters prioritise travel

  • Table 14 UK: Expenditure by Household Type 2012

Attitudes to health and eating

Consumers cut costs by cooking from scratch

House-sharers most likely to order takeaways

  • Chart 31 UK: Attitudes to Health and Eating Habits by Household Type

US

Household structure

More households formed in 2012

Different types of single household

Cohabiting on the rise

Single-parent families

  • Chart 32 US: Households by Type 2007/2012/2017

Spending by household type

  • Table 15 US: Expenditure by Household Type 2012

Attitudes to health and eating

  • Chart 33 US: Attitudes to Health and Eating Habits by Household Type

OUTLOOK

More households, fewer occupants

  • Chart 34 Forecast Number of Households by Type 2012/2017

More single units

  • Table 16 Forecast Number of Single-Person Households by Country 2012/2017

Young adults await economic recovery before moving out

Ageing households

  • Table 17 Forecast % Households by Age of Head of Household 2012/2017

Growth of urban households

Emerging market cities will become ever larger

Apartments will become ever smaller

  • Chart 35 Urban Households as a % of All Households 2012/2017

A rise in renting

A trend towards “super-cocooning”

Opportunities for marketers

A different approach to marketing

Downsizing for singles

Adapting retail formats

Catering to the needs of squeezed families

Multi-households will drive electronics growth

  • Summary 1 Opportunities Provided by Changing Household Structures

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