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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.

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Table Of Contents

Downsizing Globally: The Impact of Changing Household Structure on Global Consumer Markets
DOWNSIZING GLOBALLY: THE IMPACT OF CHANGING HOUSEHOLD STRUCTURE ON GLOBAL CONSUMER MARKETS
Euromonitor International
April 2013

LIST OF CONTENTS AND TABLES

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
Table 1 Number of Households by Country 2007/2012
Chart 2 Household Versus Population Growth by Country 2007/2012
Households by Type
Table 2 Households by Type, by Country 2012
Households by Size
Chart 3 Number of Occupants Per Household by Country 2012
Table 3 % Households by Number of Rooms by Country 2012
Factors Affecting Household Structure
the Delaying of Family Life
Chart 4 Birth Rates by Region 2012
Chart 5 Average Age of Women at First Marriage by Country 2012
Ageing Populations
Table 4 % Households by Age of Head of Household 2012
Chart 6 % Households with Head of Household Over Age of 50 2007/2012
the Rise of the Single Lifestyle
Chart 7 % Population Aged 15+ who are Single or Divorced by Country 2007/2012
the "boomerang Children" Phenomenon
Rise of Non-traditional Households
the Rise in Same-sex Households
the Property Market
Chart 8 Rented Households as a % Total Households 2012
the Effects of Urbanisation
Chart 9 Urban Households as a % of All Households 2007/2012
Chart 10 Apartments as a % of All Households 2007/2012
the Home As A Work Base
Household Behaviour
Expenditure Patterns
Table 5 Consumer Expenditure Per Household Member by Household Size 2012
Shopping Habits
Chart 11 Importance of Various Purchasing Criteria by Household Type (Global)
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
Table 6 Global Sales of Ready Meals by Category 2007/2012
Trends in 100% Home DELIVERY/TAKEAWAY
Table 7 Global Sales of 100% Home Delivery/Takeaway by Category 2006/2011
Dining Trends
Chart 15 Frequency of Eating Out for Dinner by Household Type (Global)
Chart 16 Frequency of Eating Out for Dinner by Household Type (By Country)
Internet Use
Chart 17 internet Usage by Household Type (Global)
Major Market Trends
Brazil
Chart 18 Brazil: Households by Type 2007/2012/2017
Table 8 Brazil: Expenditure by Household Type 2012
Chart 19 Brazil: Attitudes to Health and Eating Habits by Household Type
China
Chart 20 China: Households by Type 2007/2012/2017
Table 9 China: Expenditure by Household Type 2012
Chart 21 China: Attitudes to Health and Eating Habits by Household Type
France
Chart 22 France: Households by Type 2007/2012/2017
Table 10 France: Expenditure by Household Type 2012
Chart 23 France: Attitudes to Health and Eating Habits by Household Type
Germany
Chart 24 Germany: Households by Type 2007/2012/2017
Table 11 Germany: Expenditure by Household Type 2012
Chart 25 Germany: Attitudes to Health and Eating Habits by Household Type
India
Chart 26 India: Households by Type 2007/2012/2017
Table 12 India: Expenditure by Household Type 2012
Chart 27 India: Attitudes to Health and Eating Habits by Household Type
Japan
Chart 28 Japan: Households by Type 2007/2012/2017
Table 13 Japan: Expenditure by Household Type 2012
Chart 29 Japan: Attitudes to Health and Eating Habits by Household Type
UK
Chart 30 UK: Households by Type 2007/2012/2017
Table 14 UK: Expenditure by Household Type 2012
Chart 31 UK: Attitudes to Health and Eating Habits by Household Type
US
Chart 32 US: Households by Type 2007/2012/2017
Table 15 US: Expenditure by Household Type 2012
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
Chart 35 Urban Households as a % of All Households 2012/2017
A Rise in Renting
A Trend Towards "super-cocooning"
Opportunities for Marketers
Summary 1 Opportunities Provided by Changing Household Structures












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