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Services share of household consumption increases with per capita income China’s working-age consumers are spending on food
Proportion of total household consumption expenditure . Share of household expenditure %
1
LOW
HIGH
China's working-age consumers, 2012 1 . 100% = $6,000
17
North America's working-age consumers, 2013 2 . 100% = $50,000
Per capita GDP
a L
Services-
dominant
categories
Restaurants and hotels
Education
Health
7
Communications
Recreation and culture
47
11
17
6
11
46
13
25
10
5
3
Miscellaneous goods
and services
Housing, water, electricity,
and gas and other fuels
Furnishings, household
equipment, etc. 3
Food Dining out, recreation
Apparel and personal care, personal products and services Housing and utilities
Transportation and communication Education, health care
1 Data for mass middle class 15- to 59-year-olds in China. 2 Data for 25- to 34-year-olds in the United States. NOTE: The household consumption data in this chart
only includes direct household expenditure and not public expenditure on health care and education. Household consumption data vary among countries and the
categories do not match exactly. Numbers may not sum due to rounding. SOURCE: US Bureau of Labor Statistics (BLS) Consumer Expenditure Survey, 2013;
China National Bureau of Statistics.
Transpor t
Clothing and footwear
Alcoholic beverages
and tobacco
Food and nonalcoholic
beverages
1 Figures do not include public spending on health care and education.
2 Household consumption figures from Eurostat; all other figures from the World Bank Global Consumption Database. 3 Category data only available for select
countries. SOURCE: World Bank Global Consumption Database; Eurostat; McKinsey Global Institute analysis
Nine consumer groups are set to generate about 75 percent of global
consumption growth in 2015–30, 50 percent by the top three alone
Global urban consumption growth, 2015–30
Size represents urban consumption growth
Three-quarters of global consumption growth to 2030 will come
from increases in per capita spending
Other groups
Consumption growth, compound annual growth rate, 2015–30 %
13
12
Population growth
Global consumer groups to watch
China 60-plus
11
Per capita consumption growth
10
47%
45%
58%
25%
75%
South Asia’s
working-age
consumers
9
8
7
6
1970-85
1985-2000
2000-15
2015-30
5
4
Latin America’s
working-age
consumers
3
42%
55%
53%
China’s working-age
consumers
Southeast Asia’s
working-age
consumers
2
North America’s
working-age
consumers
Western Europe’s
working-age
consumers
Northeast Asia’s
working-age
consumers
1
Developed
retiring and
elderly
0
1
2
3
4
5
6
7
8
9
10
11
12
2030 urban consumption $ trillion, 2010
SOURCE: McKinsey Global Institute Cityscope; McKinsey Global Institute analysis
EMERGING MARKETS BUSINESS
SUMMER 2017
ISSUE NO. 3
SOURCE: McKinsey Global Institute Cityscope; McKinsey Global Institute analysis
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