Households: China

June 2023

China is projected to experience a moderate increase in the number of households between 2022 and 2027, with single-person households becoming the leading type. Household heads are expected primarily to be older males, aged 60+ years, with secondary education and being employed. The fastest growth in household expenditure is anticipated among “other” (extended) households, benefiting from the larger combined income of multiple generations living together.

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The Country Briefings series examine market potential, economic and consumer trends impacting each country and how they are set to change.

Each Country Briefing covers one of these topics:

Economy, Finance and Trade: Understanding the structure, health and potential risks of an economy are important for decision-making within an existing operating environment as well as for expansion strategies. Real GDP growth, inflation and exchange rate fluctuations will directly impact consumer market potential. Import and export trade profiles help gauge how open an economy is to trade and investment, while analysis of government finances can be used to explore macroeconomic stability and susceptibility to economic shocks.

Income and Expenditure: Insights into income, wealth and expenditure of consumers are vital in helping businesses make strategic decisions with regards to which country (or even which region within a country) to enter, which consumer segment to target, which products or services to market, and at which price point. Other factors such as the size and expansion of the middle class and income inequality are also important in helping companies gauge the potential of a country market.

Households: Global shifts in gender, ageing, migration and housing are transforming the size, location,  general make-up as well as income and expenditure of households around the globe, with diverse implications for governments and companies. Households insights can help identify the decision-making processes and consumption tastes of different household groups and types within a country, and assess household appliance and digital readiness that is key for formulating market technology and internet strategies.

Business Dynamics: A stable and competitive business environment is vital to operate efficiently and attract inward investment. Businesses can assess these factors alongside challenges such as corruption, political instability and terrorism, also gain insight into business operating environment and make strategic investment decisions. Transport infrastructure, ICT readiness and labour force dynamics will also identify potential issues with a supply chain and the level of workforce skills.

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The briefings cover 103 countries and identify topics of crucial interest to planners, marketers and researchers.

Households: China


Single-person households to outweigh couples with children in China
Urbanisation to continue as rural families seek better economic opportunities in cities
Disposable incomes per household to grow over the forecast period
National water security plan sets goals for mitigating water challenges
Increasing internet penetration to strengthen China’s innovative capabilities
Demand for housing is already increasing after a year of property market crisis
Chart 1 Household Profile: 2022-2027
Chart 2 Households by Number of Persons: 2027
Chart 3 % of Households by Number of Children: 2027
Chart 4 Households by Type of Household: 2027
Chart 5 Consumer Expenditure by Household Type in China: 2017/2022/2027
Chart 6 Household Head’s Sex and Employment in China: 2027
Chart 7 Households by Education of Head of Household: 2027
Chart 8 Households by Economic Status of Head of Household in China: 2027
Chart 9 Households by Age of Head: 2027
Chart 10 Household Penetration by Facilities: 2027
Chart 11 Household Possession of Kitchen Durables in 2027: % of Households
Chart 12 Household Possession of Other Durables in 2027: % of Households
Chart 13 Household Digital Penetration in China Compared to Global Average: 2027
Chart 14 Possession of Entertainment Electronics in 2027: % of Households
Chart 15 Possession of Other Electronics in 2027: % of Households
Chart 16 Key Metrics of Households Property Market: 2017-2027
Chart 17 Housing Stock by Construction Year
Chart 18 Households by Number of Rooms: 2027
Chart 19 Households by Size of Dwelling in China: 2027
Chart 20 Housing Completions and House Price Index in China: 2017-2023

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