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.
Delivery
This report comes in PPT.
Key findings
Family structures are shifting rapidly
The nuclear family is losing its dominance, as household structures diversify. Couples with children, while still the largest group, will fall from 36% of households in 2025 to 33% by 2040. Meanwhile, couples without children remain a stable force, but will fragment intensely within the segment, resulting in an evolving definition of the family unit. Changing perceptions are reshaping consumption patterns and calling for a broader, more inclusive view of the needs of families.
Multiple forces are driving family fluidity
Demographic ageing, declining birth rates, rising housing costs, shifting social norms around marriage and parenting, and digital lifestyles are redefining the concept of family. These forces are driving smaller, more fluid household structures based on values and centred on flexibility and individual choice. As families shrink and incomes grow, per capita spending rises, often with a stronger focus on premiumisation based on new consumer values.
Modern family types reveal new values
Modern families are shaped more by values and lifestyle choices than by household size or the presence of children. Types such as Connected Shoppers, Wellness Enthusiasts, Experience Seekers and Changemakers exist across households both with and without children. Their diverse motivations, from health and wellness to digital convenience and purpose-driven purchasing, transcend traditional family categories.
Adaptation is critical – brands must evolve or risk irrelevance
Companies that fail to adapt to the value-based family changes risk being left behind, whereas those that innovate can capitalise on untapped markets. Many businesses are already responding – eg toy makers targeting adults (“kidults”) and pet-care brands treating pets like children. The size of the prize is significant: tapping into new family models can unlock growth, while the cost of inaction is stagnation in shrinking traditional segments.
Why read this report?
Key findings
Parent-led households still spend most, but not for long
Traditional families are shrinking, growth lies elsewhere
The future of family is fluid – connection is the constant
Four forces reshaping kinship: Demographics, economy, culture and tech
Fertility collapse is fuelling family diversity
Economic pressure is redefining what families can afford
Premiumisation and practicality: Navigating the family budgets
Love meets ledger: Financial screening in modern relationships
Belonging, individuality and digital bonds are the new family code
Tech-enabled families blur the line between real and virtual
From forces to faces: Meet the new family types
Top four family types shaping the future of family consumption
Connected shoppers: Loyalty lives in providing convenience for families
AI is the new shopping assistant for modern families
Wellness enthusiasts: Health is the new family priority
Smart nutrition for families: How January AI powers healthier choices
Couples with a purpose: Changemakers are leading the sustainable consumption shift
Toy Maker of Lunenburg redefines parents’ responsibility and encourages education
Experience seekers: From ownership to meaningful family moments
Airbnb’s pivot shows how experience is the new currency
Brand Champions, Budgeteers, Trendsetters: Who else is driving family change?
Recalibrate strategy: Defend, extend, expand, reinvent
Linking insights to action: Companies adapt strategies to serve new family types
Defend the core: Premiumise traditional products for modern family needs
Vietnam: Unicharm drives adoption by incorporating local immunity health risks
Extend: Minor enhancements, major engagement
Peloton: Extending fitness beyond the home
Expand: Reach new families with familiar products
Build-A-Bear pivoting business to attract adults too
Reinvent: Create entirely new categories for emerging families
From baby to bark: Unlocking growth by reinventing wheels for pets
Recommendations/opportunities for growth
Evolution of family structure
Questions we are asking
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