China’s population has peaked and is now contracting, with numbers expected to drop from just over 1.4 billion in 2025 to just below this number in 2040. The population is also ageing, with the median age set to climb from 41.1 to 48.5 over these years. Market growth impetus has shifted from headcount growth to value: real disposable income per capita will rise, supporting growth even as the consumer base shrinks.
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Overview:
Consumer Profiles reports provide key insights into the country's consumer landscape and uncover related business opportunities in 40 countries.
The Consumer Profiles offer valuable statistics and insights into key consumer indicators, linking household size, age, income, and spending patterns to behavioral trends and consumption habits. Utilizing a wide range of socioeconomic data, these reports quantify behaviors, preferences, and motivations both presently and forecasted across 40 markets. Analysis also encompasses Euromonitor’s lifestyles survey results, alongside the examination of longer-term shifts in consumer attitudes and behavior, analyzing their impact within each of the 40 countries. Consumer profiles are constantly changing, influenced by both socioeconomic factors and behavioral changes. Understanding these shifts is imperative for businesses to maintain competitiveness and adapt in order to capitalize on emerging opportunities.
The Consumer Profiles in China report includes:
A high-level analysis of socioeconomic data, including insights on demographics, income and expenditure, households, and consumer lifestyles backed by both in-house statistics and survey data. It also provides a concise compilation of socioeconomic data, offering a snapshot of the consumer landscape today (2022) and in the future (2040). The report is also illustrated with relevant and actionable case studies
The Consumer Profiles in China report answers:
- How consumers in China are changing?
- What are key changes in China population, society and generational structure and how it is affecting businesses?
- What is the household structure in China and how it is changing consumer landscape?
- What are key income groups in China? What is the outlook for the future?
- Where consumers are spending the money in China?
- How is the consumer mindset in China changing?
- In China, what are consumer attitudes towards “green” and sustainable products?
- Where and how do consumers shop in China?
Scope
Key findings
Key drivers affecting consumers in China in 2025
How developments today shape the consumer of tomorrow
Today 2025: Gen X leads as the largest consumer cohort
Generation X leads a shrinking, ageing population in 2025
Rising obesity and cholesterol drive a preventative health market
Tomorrow 2040: Old-age dependency doubles by 2040
Millennials become the dominant consumer cohort by 2040
Urbanisation accelerates as megacities reshape demand
Opportunities for growth
Case study: The silver economy moves from care to active ageing
Today 2025: Share of households without children continues to rise
Household numbers grow as they shrink in size
Apartments dominate and with most households being owner-occupiers
Tomorrow 2040: Single-person households become the largest type by 2040
Household heads age, with a growing number being female women
Connectivity and smart homes reach near-saturation
Opportunities for growth
Case study: The instant retail war remakes the connected home
Today 2025: Wealthy and affluent consumers increase and inflation remains low
Low inflation masks cautious, value-led spending
Generational spending priorities diverge
Tomorrow 2040: Shanghai leads in number of wealthy households
Urban Millennials and Gen X consumers hold peak income by 2040
Consumer expenditure to see strong by 2040, with services outpacing goods
Opportunities for growth
Case study: Gold and the rise of investment-led spending
Key findings consumer survey
Millennials lead willingness to pay for quality and health
Value-seeking and emotional spending coexist
Sustainability moves from preference towards expectation
Financial optimism and skills anxiety shape work and saving
Having a job that allows for a strong work-life balance remains the top priority
Opportunities for growth
Case study: Emotional value powers domestic brand champions
Key takeaways
Buy Consumer Profiles reports to:
Gain a thorough knowledge of shifting consumer landscape and attitudes s and fill in information gaps to inform product/service development, market positioning and channel strategy.
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