Global Household Trends

May 2024

Households are undergoing significant transformations globally, influenced by the shifts in demographics, economics, and technology. With ageing populations and smaller household sizes becoming more prevalent, there is a growing demand for personalised products and services that cater to individual needs. Consumers are particularly interested in devices and appliances that enhance connectivity and offer convenience in their daily lives, reflecting a broader trend towards customisation and effici

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This report comes in PPT.

Key Findings

Over one in three global households are rural in 2023

In 2023, 852.5 million households lived in rural areas, up by 19% from 2000. However, despite this growth, rural households continue to face a gradual decline in their proportion compared to urban counterparts, which form a dominant 64% of the total household count. This can be attributed to urbanisation, expanding cities, lower birth rates and ageing population.

Developed countries move on four-wheelers, emerging and developing countries on two-wheelers

In developed countries, 82% of households possess a passenger car while only 9% of households possess a motorcycle. In emerging and developing countries, possession of motorcycles is predominant due to their inherent convenience, accessibility and affordability. These vehicles offer advantages such as agility and manoeuvrability, particularly in congested urban environments where infrastructure is still developing.

Among households with children, household with one child remains biggest

By 2040, the average number of children per household will be 0.8, a notable decline from the average of 1.4 children per household in 2000. Among households with children, household with one child will be biggest and grow at the fastest pace from 2023 to 2040. This can be attributed to lower fertility rate, delayed marriages, ageing population, access to family planning tools and changing attitude towards lifestyle aspirations.

Global housing stock will surpass three billion in 2040

In 2023, housing stock reached 2.3 billion globally. This trajectory is poised to continue its upward trend, with 47% absolute growth from 2023 to 2040, surpassing three billion units. The increasing demand for housing is propelled by several factors, including growing number of households, urbanisation and the rising prevalence of single-person living arrangements, which contribute to the need for more dwellings.


Key findings
Key trends in brief
Global household snapshot
Areas of opportunity
Although declining in share, over one in three global households remain rural in 2023
Lowest-income households lean towards entertainment and functional appliances
Developed countries move on four-wheelers, developing countries on two-wheelers
TVS Motor launches range of two-wheelers in Vietnam
Among households with children, household with one child remains biggest
Azersun Holding launches ketchup for children in Azerbaijan
Global housing stock to surpass three billion in 2040
Global water divide/disparity to exist in the future
Khalifa University draws water from desert air in the United Arab Emirates
Top three trends impacting economies, business and consumers
Silver wisdom prevails
Seniors are navigating the digital realm by adopting digital devices
Grandie: AI-enabled virtual companion for seniors on GrandPad
Single person households embrace material possessions
Novelty, personalisation, and convenience form key aspects of materialistic solo living
Panasonic launches smart rice cooker that can measure rice and water by itself in Japan
Households prefer spacious living with larger dwellings
Big homes, bigger bills
EasyKnock acquires Ribbon in the US to expand its property-tech start-up
Key trends in brief
Number of households
Average household size
Average number of children per household
Urban households
Average size of urban household
Rural households
Households by type: Single person
Households by type: Couple with children
Households by type: Couple without children
Households by type: Single-parent family
Housing completions
Households with electricity
Possession of household durables


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