Strategy Briefing

Consumer Lifestyles in Western Europe

Jun 2018

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Income growth in Western Europe overall is the slowest among all regions, but Turkey will see robust 40% growth in per capita income between 2017 and 2030. Rural residents continue to move to cities to find work, although they face rising house prices and rents. Single-person households lead in terms of household types in the region, while couples with children continue to decline. The population in the region is ageing, driving demand for health-related and age-specific goods and services.

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Overview

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Number of older consumers 65+outpaces younger cohorts

Western Europe now has the highest ratio of working to non-working population in the world, and the old-age dependency ratio is projected to reach 36.0% in 2030. This will not only affect demand for health goods and elderly care services, but it will pose challenges for society as a whole, with those of working age working until later in life, as the pressure on state pensions increases.

Highest proportion of single households than any other region

Living alone has become a preferred lifestyle choice amongst many consumers, and single-person households were the largest house hold type in Western Europe in 2017. Germany, Norway and Sweden had the greatest proportion of single-person households, primarily a result of higher incomes that give consumers greater financial freedom to choose to live alone. Younger single-person households are inclined to be more socially active and spend more on going out. There is also a large number of elderly widows and widowers who prefer to stay in their own homes. They are typically interested in products that are convenient, offer comfort and support, and are cost-effective.

Shift from rural to urban living shows no sign of a slowdown

The urban population in the region is projected to increase by 30.4 million between 2017 to 2030, increasing demand for, and exerting pressure on infrastructure and transport services. More consumers living busy urban lifestyles will result in greater demand for convenience and time savings,influencing choices when shopping, travelling, dining out and spending leisure time.

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Introduction

Scope

Key findings

Regional Consumer Profiles

Consumers aged 45+ will make up nearly half of the population by 2030

The region has highest ratio of non-working age population in the world

Marriage rates continue to fall as couples decide to marry later in life

Growth slows in city populations as property becomes less affordable

Western Europe has highest proportion of age 65+ of all the regions

Regional Lifestyles in Focus

Low birth rates persist as low wages and high costs delay family life

Rural populations continue to shrink as young people move to cities

The new normal: More single-person homes change spending patterns

Well-informed consumers adopting more considered spending

Regional consumer spending on essentials by middle income segment

Country Snapshots

Austria: Age profiles in context

Austria: Consumer landscape

Belgium: Age profiles in context

Belgium: Consumer landscape

Denmark: Age profiles in context

Denmark: Consumer landscape

Finland: Age profiles in context

Finland: Consumer landscape

France: Age profiles in context

France: Consumer landscape

Germany: Age profiles in context

Germany: Consumer landscape

Greece: Age profiles in context

Greece: Consumer landscape

Ireland: Age profiles in context

Ireland: Consumer landscape

Italy: Age profiles in context

Italy: Consumer landscape

Netherlands: Age profiles in context

Netherlands: Consumer landscape

Norway: Age profiles in context

Norway: Consumer landscape

Portugal: Age profiles in context

Portugal: Consumer landscape

Spain: Age profiles in context

Spain: Consumer landscape

Sweden: Age profiles in context

Sweden: Consumer landscape

Switzerland: Age profiles in context

Switzerland: Consumer landscape

Turkey: Age profiles in context

Turkey: Consumer landscape

United Kingdom: Age profiles in context

United Kingdom: Consumer landscape

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Megatrends

Strategy Briefing

Consumer Lifestyles in Western Europe

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Number of older consumers 65+outpaces younger cohorts

Highest proportion of single households than any other region

Shift from rural to urban living shows no sign of a slowdown

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Consumer Profiles

Consumers aged 45+ will make up nearly half of the population by 2030

The region has highest ratio of non-working age population in the world

Marriage rates continue to fall as couples decide to marry later in life

Growth slows in city populations as property becomes less affordable

Western Europe has highest proportion of age 65+ of all the regions

Regional Lifestyles in Focus

Low birth rates persist as low wages and high costs delay family life

Rural populations continue to shrink as young people move to cities

The new normal: More single-person homes change spending patterns

Well-informed consumers adopting more considered spending

Regional consumer spending on essentials by middle income segment

Country Snapshots

Austria: Age profiles in context

Austria: Consumer landscape

Belgium: Age profiles in context

Belgium: Consumer landscape

Denmark: Age profiles in context

Denmark: Consumer landscape

Finland: Age profiles in context

Finland: Consumer landscape

France: Age profiles in context

France: Consumer landscape

Germany: Age profiles in context

Germany: Consumer landscape

Greece: Age profiles in context

Greece: Consumer landscape

Ireland: Age profiles in context

Ireland: Consumer landscape

Italy: Age profiles in context

Italy: Consumer landscape

Netherlands: Age profiles in context

Netherlands: Consumer landscape

Norway: Age profiles in context

Norway: Consumer landscape

Portugal: Age profiles in context

Portugal: Consumer landscape

Spain: Age profiles in context

Spain: Consumer landscape

Sweden: Age profiles in context

Sweden: Consumer landscape

Switzerland: Age profiles in context

Switzerland: Consumer landscape

Turkey: Age profiles in context

Turkey: Consumer landscape

United Kingdom: Age profiles in context

United Kingdom: Consumer landscape

Why buy this report?

Want to find out more about this report?

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