Global Overview of Consumer Expenditure in Cities

March 2018

China’s urban areas will top global growth for consumer expenditure between 2017 and 2030, backed by the country’s significant economic and social progress. Other developments which will shape future consumer spending in cities and urban areas over 2017-2030 include the growing urban ageing population, which is fuelling healthcare spending, the rise of Kenya’s middle class, and the expected surge of alcohol and tobacco consumption in developing cities.

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Chinese cities to lead global urban expenditure growth

China’s cities will be the driving force of urban consumer expenditure in the near-to-mid future. According to Euromonitor International, over 2017-2030, urban consumers in China will contribute USD3.4 trillion (constant prices) in spending, just edging the US, with USD3.1 billion, and far outstripping growth in India (USD744 billion).

Ageing influences urban healthcare spending

In light of population ageing, which has spread across developed markets and is progressively manifesting itself in some developing regions, demand for healthcare is anticipated to surge. Globally, US cities are set to be the main drivers of healthcare spending between 2017 and 2030, partly due to the rising cost of health insurance.

Kenya’s middle class is growing rapidly, but with many challenges ahead

Kenya’s economic growth is advancing incomes and helping to establish a thriving and spendthrift middle class. Nairobi, Kenya’s capital and largest city, is forecast to see a CAGR in consumer expenditure of 7% over 2017-2030 –one of the fastest rates of any city worldwide. However, issues related job growth, skills development and infrastructural investment, among others, will limit the degree of middle class expansion in Kenya’s cities.

US cities to dominate per capita expenditure growth

Despite the ascent and dominance of emerging cities, cities in the US will still see the largest absolute growth in real per capita consumer expenditure over 2017-2030. This signifies the continued dominance of the US population in being avid contributors to consumption and economic growth.

Emerging cities to lead alcohol and tobacco spending

Emerging cities are set to be largest growing consumers of alcoholic drinks and tobacco over 2017-2030, according to Euromonitor International’s Passport Cities data. Jakarta is set to be the biggest growth market, with consumer expenditure on alcoholic drinks and tobacco increasing by USD6.4 billion at constant 2017 prices.


Key findings
Areas of opportunity

Global Outlook

Identifying the world’s largest urban consumer markets
Urban consumer spending in the world’s largest countries
Consumer expenditure per household trends globally
Consumer expenditure per household

Key Trends

Key trends
Chinese cities to lead urban consumer expenditure
Ageing drives urban healthcare costs
Kenya’s fast growing middle class
US cities dominate per capita consumer spending growth
Emerging cities: Avid consumers of alcohol and tobacco

Regional Snapshots

Asia Pacific
Affordability and discretionary spending: Asia Pacific
Affordability and discretionary spending: Australasia
Eastern Europe
Affordability and discretionary spending: Eastern Europe
Latin America
Affordability and discretionary spending: Latin America
Middle East and Africa
Affordability and discretionary spending: Middle East and Africa
North America
Affordability and discretionary spending: North America
Western Europe
Affordability and discretionary spending: Western Europe

Rankings of Key Indicators

Alcoholic beverages and tobacco
Clothing and footwear
Food and non-alcoholic beverages
Health goods and medical services
Hotels and catering
Household goods and services
Leisure and recreation


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