Modern families are evolving fast, reshaping global consumption. Traditional models are declining, while new household types rise, driven by demographic, economic and cultural shifts. Brands must act now to stay relevant. Understanding today’s fluid family structures and emerging types is critical to unlocking growth, avoiding stagnation and building emotional connections that drive loyalty.

In 2024, Norway ranked second in Western Europe for average gross income, with a 4.9% real increase in per capita disposable income, driven by strong economic performance and labour productivity. Despite a high tax burden of 43.1%, the country's commitment to social welfare and public services bolstered consumer confidence. Over 2024-2029, per capita disposable income is forecast to grow by 11.5%, with significant spending power among older age groups and a focus on health and wellness.

In 2024, Poland ranked ninth in Eastern Europe for average gross income, with a 3.8% real increase in per capita disposable income and a 10% rise in real wages per hour. However, tax and social security contributions were 26.3%, higher than the regional average. Over 2024-2029, per capita disposable income is forecast to grow by 28.6%, driven by labour market initiatives and the EU Minimum Wage Directive, but income inequality and the gender gap remain significant challenges.

In 2024, Portugal ranked 15th in Western Europe for average gross income, with a modest 1.4% real increase in per capita disposable income. The minimum wage increase and personal income tax reductions are expected to drive income growth and reduce inequality over 2024-2029, though the gender income gap and wealth concentration among the affluent remain significant challenges. Despite these issues, consumer expenditure is forecast to rise by 9% in real terms, with housing and education leading th

In 2024, New Zealand's average gross income ranked 19th among developed countries, with a 2.2% real increase in per capita disposable income. Tax and social security contributions were lower than the average, boosting disposable income. Despite this, income inequality and the gender pay gap remain significant, with the top 10% of households earning 26.7% of total disposable income and men earning 35.6% more than women.

In 2024, Germany ranked sixth in Western Europe for average gross income, with a 1.3% real increase in per capita disposable income, driven by tax reductions and social security adjustments. Over 2024-2029, per capita disposable income is forecast grow by 6.4%, slightly above the regional average of 6.3%, with social class A expanding the fastest. Despite these improvements, income inequality and the gender pay gap remain significant, with the wealthiest 10% holding 23.8% of total disposable inc

In 2024, the Netherlands ranked fourth in Western Europe for average gross income but saw 0% real growth in per capita disposable income, contrasting with the 2.8% growth in 2023. Moreover, the country's productivity was notably above the regional average, yet high tax and social security contributions may have contributed to the income stagnation. Furthermore, despite government measures to boost disposable income, the Netherlands is forecast to have the lowest growth in disposable income per c

In 2024, Italy ranked 13th in Western Europe for average gross income, with a 1.7% real decline in per capita disposable income. Rising tax and social security contributions, along with falling labour productivity, drove this reduction. Despite a projected 5.6% real increase in disposable income over 2024-2029, income inequality and the gender gap remain significant, with the top 10% of households earning 85.5% more than women, on average.

In 2024, the Czech Republic ranked second in Eastern Europe for average gross income, driven by robust economic growth and enhanced labour productivity. In addition, per capita disposable income is forecast to increase by 15.9% over 2024-2029, bolstered by government policies and the EU Minimum Wage Directive. However, a higher tax burden and persistent gender income gap may temper these positive trends.

In 2024, Greece ranked 16th in Western Europe for average gross income, with real per capita disposable income growth of 2.1%, down from 5.0% in 2023. Despite this slowdown, the country's per capita disposable income is forecast to increase by 12.4% over 2024-2029, driven by tourism and digital economy initiatives. Moreover, the gender income gap remains significant, with men earning 51.7% more than women, though women's educational attainment is on the rise.

In 2024, Ireland ranked eighth in Western Europe for average gross income, with a 2.5% real increase in per capita disposable income, driven by robust economic growth and the Digital Economy Skills Initiative. Despite this, tax and social security contributions reached 31.4%, potentially dampening the impact. Over 2024-2029, per capita disposable income is forecast to grow by 8.3%, with the 45-49 age group and those aged 65+ expected to remain the highest earners.

In 2024, Hungary ranked eighth in Eastern Europe for average gross income, with a 7.1% real increase in per capita disposable income and a productivity level surpassing the regional average. Over 2024-2029, per capita disposable income is forecast to grow by 16%, driven by wage agreements and social benefits, though income inequality and a heavy tax burden persist. Despite this, the middle class is expected to expand, and consumer expenditure is set to increase by 13.6%, with housing remaining

In 2024, Switzerland ranked first in Western Europe for average gross income, but saw a 0.3% decline in per capita disposable income, driven by higher unemployment. Nevertheless, productivity remained robust, and the government implemented measures to enhance workforce capabilities and support income growth. Over 2024-2029, per capita disposable income is forecast to increase by 5.8%, though at a slower rate than the Western European average.

In 2024, Sweden’s average gross income ranked 12th in Western Europe, with a 0.2% real increase in per capita disposable income, driven by economic growth, reduced tax contributions and increasing labour productivity. Over 2024-2029, per capita disposable income is forecast to grow by 13.7%, outpacing the regional average, thanks to schemes like the Digital Economy Skills Initiative. However, income inequality and cost-of-living pressures remain significant challenges, particularly for lower inc

In 2024, Côte d'Ivoire's per capita disposable income increased by 2.9%, driven by reduced unemployment and improved labour productivity. Over 2024-2029, disposable income is forecast to grow by 23%, with the 45-49 age group expected to become the highest earners. However, significant income inequality and a gender employment gap persist, with the lowest income bracket still comprising 33.2% of the population by 2029.

In 2024, Denmark ranked third in Western Europe for average gross income, driven by a robust economy and increasing labour productivity. Furthermore, per capita disposable income is forecast to grow by 8.6% in real terms over 2024-2029, supported by economic reforms and tax relief. However, income inequality and a high tax burden remain challenges, with the gender gap and cost-of-living pressures affecting lower-income groups.

In 2024, Finland ranked 11th in Western Europe for average gross income, but per capita disposable income decreased by 1% due to higher unemployment. However, productivity exceeded the regional average, and disposable income is forecast to grow by 6.2% over 2024-2029, driven by government wage adjustments and social benefits. Moreover, the gender income gap persists, with men earning 18.2% more than women, despite women's higher educational enrolment.

In 2024, France ranked 10th in Western Europe for average gross income, with a moderate level influenced by economic policies and social structures. Over 2024-2029, per capita disposable income is forecast to grow by 5.1% in real terms, slower than the regional average, despite government initiatives to support household finances. Moreover, income inequality remains a challenge, with the top 10% of households earning significantly more than the bottom 10%, and the middle class expected to contra

In 2024, Colombia ranked ninth in Latin America for average gross income, with a 0.6% real decline in per capita disposable income. The decrease was driven by low labour productivity and high tax contributions. However, per capita disposable income is forecast to grow by 11% over 2024-2029, supported by infrastructure and agricultural initiatives, despite persistent poverty and income inequality.

In 2024, Bulgaria ranked 11th in Eastern Europe for average gross income, with a 6.9% real increase in per capita disposable income, driven by economic growth and higher labour productivity. Over 2024-2029, per capita disposable income is forecast to grow by 17.6%, supported by economic reforms and EU directives. However, income inequality and the gender gap persist, with the wealthiest 10% holding 28.9% of total disposable income and men earning 21.6% more than women.

In 2024, Belgium ranked fifth in Western Europe for average gross income but saw no real growth in per capita disposable income, contrasting with the 3.1% growth in 2023. Moreover, the country's productivity exceeded the regional average, though tax and social security contributions were higher. Over 2024-2029, per capita disposable income is forecast to increase by 9.7% in real terms, driven by government reforms and social benefits, with the 55-59 age group expected to remain the highest earne

In 2024, the US ranked second in average gross income among developed countries, driven by high labour productivity, but saw slower real disposable income growth of 1.4%. Over 2024-2029, per capita disposable income is forecast to increase by 11.0%, driven by government initiatives and continued productivity improvements. However, income inequality remains high, with the top 10% earning 33.0% of total disposable income, and low-income households facing greater financial strain.

In 2024, the UK ranked ninth in Western Europe for average gross income, while the country saw a 1.3% real increase in per capita disposable income. However, high, at 33.0% of gross income, may have offset these gains. Over 2024-2029, per capita disposable income is forecast to grow by 6.6%, but income inequality and the gender pay gap remain significant challenges.

In 2024, Canada's average gross income ranked 17th among developed countries, with a 2% real increase in per capita disposable income. Despite this, the tax burden was higher than the average, and income inequality remained pronounced, with the top 10% of households earning 27.3% of total disposable income. Over 2024-2029, per capita disposable income is projected to grow by 6.7%, driven by tax cuts and wage supplements, but social progress is expected to stagnate.