The Chinese consumer has finally come of age. The traditional drivers of China’s economy, investment and exports, are struggling, but the country’s consumers keep spending. Private consumption is now the main driver of economic growth in China, and The Economist Intelligence Unit (The EIU) expects it will grow in real terms by 5.5% a year on average in 2016-30 – boosting its share of the overall economy to nearly 50%. The incremental growth we expect in private consumption in China over the next 15 years is more than current level of consumer expenditure in the EU.

In this report we use The EIU’s bespoke China data and forecasts, covering each of the country’s 31 provinces and nearly 300 prefecture cities, to highlight trends and developments in the consumer market that will be vital for companies to understand if they are to grasp hold of opportunities. In this report our analysts show how income distribution is set to change radically over the next 15 years, as more consumers move into the middle-class income bracket; identify the regions of the country that will see the highest concentrations of high-income individuals; and use cross-country comparisons to identify parts of the Chinese consumer market that are set for “take-off” growth.





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