Top Five Trends in Households

Delivery

This report comes in PPT.

Key findings

Rise of the solo household

By 2040, single person households are expected to account for 26% of all households and 19% of total spending, establishing themselves as a significant demographic. Scandinavian countries will have some of the smallest household structures globally, with over 40% of dwellers living alone.

Mature households are way too important to ignore

By 2040, one in five of the global population is expected to be aged 60+, with regions such as Europe, North America and Australasia experiencing even higher proportions. This demographic shift is driven by ageing populations and longer life expectancies, but, especially in the aforementioned regions, it results in mature households accumulating greater wealth and stable income streams.

Changing housing habits and environments

In 2024, housing costs made up 20% of household budgets, the largest expense. As living costs rise, many are seeking savings by compromising on space, location, or ownership, opting to repair, upgrade and repurpose. This trend is driving demand for innovative solutions across industries to enhance living within existing constraints.

Homes as experience hubs

Younger households, especially Gen Z and Millennials, are driving demand for immersive and personalised home experiences enabled by digital technology. As out-of-home experiences become costlier, recreating them at home presents a more accessible alternative. Future growth will be driven by affordable, experience-rich solutions such as virtual tours, intelligent features embedded in everyday objects and apps that personalise routines while enhancing value.

Urban homes are embracing nature and wellness

Urbanisation is broad and accelerating, yet many urban consumers are seeking to recreate rural-like green environments within their homes. This desire brings sustainability and a connection to nature into domestic spaces, adding to the growing movement towards “wellness home”.