ey-megatrends-report-2015

4. The growing global middle class will continue to
drive the emergence of lucrative new markets
Two-thirds of the global middle
residents by 2030, up from
just under one-third in 2009.
Source: Hitting the Sweet Spot: The Growth of the Middle
Class in Emerging Markets, EY and Skolkovo Institute for
Emerging Market Studies, 2013.
2030
2014
US$63t
US$12t
Total global
annual consumer
spending in
rapid-growth
markets
Total global annual consumer spending in
rapid-growth markets will increase from
US$12t in 2014 to US$63t in 2030 —
Source: Tassos Stassopoulos, “Growing Older in
Emerging Markets,” AllianceBernstein website,
19 September 2014, blog.alliancebernstein.com/index.
php/2014/09/19/growing-older-in-emerging-markets.
Rapidly growing, young populations
combined with strong economic growth
are producing a surge of middle income
consumers in key rapid-growth markets.
The World Bank projects that 50% of the
total global stock of capital will reside in
the developing world by 2030 (up from
33% in 2010), illustrating the shift in the
global distribution of wealth. 7 Nowhere is
this trend stronger than in the Asia-Pacific
region.
Moreover, a significant proportion of
the new Asian middle class will reside
at the upper end of the income bracket
and possess significant spending power.
The rapid expansion of middle income
populations will be matched by a rapid
increase in consumer spending.
As a result, these fast-growing countries
are becoming prime markets for global and
home-grown companies, and competition
is increasing apace. In these crowded
marketplaces, companies need to carefully
position their brands and portfolios to meet
the needs of increasingly empowered and
diverse consumer bases.
Megatrends 2015 Making sense of a world in motion
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