As world population growth slows, global consumption growth—the demand that fuels much of the world’s economic expansion—will depend heavily on how much each individual spends. Knowing which consumers are likely to be spending robustly, where they are, and what products and services they prefer to purchase becomes even more important for companies, policy makers, and investors.
Until the turn of the century, more than half of global consumption growth came from an expanding number of consumers in the world. In the period to 2030, population growth will generate only 25 percent of global consumption growth with the rest coming from rising per capita consumption. For decades, companies serving consumer markets could rely on expanding numbers in most segments—but no longer.
Source : McKinsey Global Institute