What does it mean to be a consumer?
A consumer is one who spends, not earns
The definition everything else follows from
Spending captures the people that income misses.
Income data counts payslips. Most of the world does not have one, and plenty of people spend without earning at all. Spending is the signal that reaches everybody.
Everyone spends. Not everyone is a consumer.
The consumer class is everyone spending more than $13 a day, PPP-adjusted. Above that line, people buy beyond necessity, and categories start to compete for the wallet.
The class keeps growing.
Net additions to the consumer class have run above 100 million people a year for most of the last decade, interrupted only once. Where those people appear, and what they buy first, is the question every growth plan turns on.
When people can spend more, they buy differently.
Each column is a spending tier, each word a category, sized by its real share of the wallet. Hover any category to trace how its share shifts as spending power rises.
What it means for you.
An average hides consumers
A beauty brand assumed its buyers needed an income-implied $20/day threshold. Measured on spending, the real threshold was $12, and the addressable market was far larger than the average implied.
Demand before it arrives
Because the model runs forward, you can see the year a city crosses your price point rather than reading it off last year's sales. Planning stops being a rear-view exercise and becomes a schedule.
"It changed the question from who can afford us today to who will, and when. That is a different plan entirely."
Start with the consumer, not the average.
Bring your price point and your markets. We will show you who clears the line, and when.