Demography
Demographics are king.
Track the evolution of the consumer class through 2040+ by age, gender, generation and spending group - across 190+ countries and 9,000+ cities.
8B
Consumers modelled
100+
Demographic breaks
5
Generations tracked
4
Income tiers
Sub-national demography
India is big and growing quickly - but Mumbai doesn't spend like Delhi.
National demographic averages hide the growth. We show you how age structure, income and spending patterns differ city by city - the level at which category and market decisions are actually made.
Deep-dive studies
Explore our generational research
Granularity
350-meter hexagons. Forecast to 2040 and beyond.
We create insights by breaking down current population and spending across 190+ countries into 350-meter hexagons - the smallest reliable unit of consumer geography. Understanding the "who" behind every hexagon makes our insights actionable and quantifiable for our clients.
350m hexagons
Sub-national resolution the level at which decisions are made.
Globally harmonized
One methodology across every country, every year.
Forward looking
Population and spending projected to 2040.
Quantified
Every trend expressed as a number you can plan against.
Client applications
How our clients use our demography data
Teams at World Data Lab clients use our data to build a deeper understanding of market trends, consumer behaviour and competitive dynamics - enabling strategic, data-driven decisions that drive growth and innovation in their industries.
Enter new markets
Size demand before committing capex, sales headcount or shelf space.
Target the right cohort
Isolate the age, income and generation combinations that will actually convert.
Prioritise cities
Rank cities by future consumer class growth, not last year's GDP.
Download
Download our demography slides
Uncover the key demographic shifts shaping the next decade of consumer demand - and use them to sharpen your next business decision.
- Consumer class growth by region, 2024 - 2040
- Generational balance shift: Boomers to Gen Z to Gen Alpha
- Fastest-growing cities by spending power
- Income tier migration by country
Model the world's consumer class
Access demographic projections for 190+ countries and 9,000+ cities through 2040.