Consumer Cities 2022: Where to Look for Opportunities?

January 2022

The global urban consumer landscape is increasingly complex and difficult to navigate. Which cities should you choose for your consumer business expansion? To answer this and other questions, we are introducing the Euromonitor International Cities Scorecard tool, which ranks 1,219 cities globally and helps determine which urban consumer markets are offering the best opportunities. This report provides global and regional city ranks and detailed city snapshots of the most promising cities.

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Key Findings

The global urban consumer landscape is increasingly complex and difficult to navigate

Urban consumer potential is fragmented across the globe and depends on many different indicators. Euromonitor International has developed the City Scorecard benchmarking tool, which ranks 1,219 cities globally and allows consumer companies to quickly assess the current state and the future potential of urban consumer markets.

The top 100 most attractive consumer cities account for a significant share of potential global consumer expenditure

The most attractive 100 cities are mainly located in the US, Asia Pacific and the Middle East. These 100 cities will add USD18.5 trillion in real consumer expenditure in 2040 and will contribute 20% of the global growth in the number of wealthy households over 2021-2040. Targeting the most attractive cities will enable consumer businesses to be in the fastest growing and most promising urban markets, with the highest potential returns.

The US remains the leader in terms of top high-scoring cities, having 15 out of the top 20 global consumer cities in 2022

Dallas, Austin and Washington are the top three most attractive consumer cities globally. In a global comparison, US cities excel in disposable income levels and number of wealthy consumers, as well as consumer expenditure levels and high GDP. However, they rank lower in population size and growth, as well as lag behind, for example Western European cities, in the digital consumer pillar.

Asia Pacific offers expanding cities, with rapidly growing affluent consumer segment

Cities in China and Australia are the most promising consumer markets in Asia Pacific. They offer large and growing consumer pools, rising income levels, supported by economic strength and innovation capability as well as a high employed population rate. 

Many Middle East and North Africa cities offer large digital consumer pools

Many MENA cities have large and growing, highly digitalised populations, and a significant and growing wealthy consumer pool. Saudi Arabian and Turkish cities are leading, with six Saudi and four Turkish cities featuring in the list.

Six Western European cities among the leading global 100 cities list 

In 2022, Dublin, Stockholm and Zurich joined London, Madrid and Barcelona, among the 100 leading global cities, thanks to their wealthy and luxury consumer potential, strong economies and high digitalisation.

Latin America's cities rank high in labour potential, but low in spending

The regional cities are characterised by high shares of low-income consumers, lower levels of digital connectivity and elevated inequality indicators. Nevertheless, the share of wealthy consumers is still high in some cities such as Santiago, Buenos Aires and Mexico City.

Eastern European cities have smaller populations and limited spending potential

Eastern European cities are attracting businesses with their skilled workforces and lower labour costs, but the region’s cities offer only low potential in terms of population size, with the exception of Moscow. The most attractive cities, such as Warsaw and Bucharest, are seeing rapid growth in middle-income consumers and rising business dynamism in a regional context. 

Sub-Saharan Africa cities lead in population growth, yet large low-income consumer segments limit spending

The region has a large number of cities with large low-income urban markets, resulting in lower discretionary spending capabilities. Nairobi and Pretoria offer high-volume growth opportunities. Meanwhile, Johannesburg remains an exception in the region, with a higher number of wealthy households.

Scope
Key findings (1)
Key findings (2)
Top 100 cities: key contributors to future opportunities
Global ranking of the top 20 consumer cities in 2022 by pillar
Top 20 global consumer cities in 2022
North America: top 20 consumer cities in 2022
Analysis of the top 20 cities in North America
Dallas: a city with a large number of rich spenders
Austin : a fast-growing city with tech sector driving growth and urban wealth
Washington : rapidly growing wealthy consumer segment
Asia Pacific: top 20 consumer cities in 2022
Analysis of the top 20 cities in Asia Pacific
Kuala Lumpur: an important technological and financial hub regionally
Sydney: economically strong city with high per capita income levels
Shenzhen: innovation capability, high FDI and the highest labour productivity in China
Middle East and North Africa: top 20 consumer cities in 2022
Analysis of the top 20 cities in the Middle East and North Africa
Riyadh: continuously expanding city with large public sector
Tel Aviv: high incomes and affluent population, yet among the highest costs of living globally
Istanbul: fast-growing number of top income earners and sustainability enhancements
Western Europe: top 20 consumer cities in 2022
Analysis of the top 20 cities in Western Europe
London : large and expensive city, with high numbers of high-earning households
Dublin : expanding city with strong economy, strategic location and highly-skilled workforce
Madrid : large digitalised consumer market, with high number of wealthy consumers
Latin America : top 20 consumer cities in 2022
Analysis of the top 20 cities in Latin America
Santiago: rapidly expanding urban population with increasing pool of spenders
Buenos Aires: large number of high-earning households, yet poverty remains an issue
Panama City: mid-sized city with high and fast-growing income
Eastern Europe: top 20 consumer cities in 2022
Analysis of the top 20 cities in Eastern Europe
Warsaw : offers abundance of qualified labour and lower costs
Bucharest : strong digitalisation and fast-increasing per capita disposable income
Moscow : highest number of luxury consumer potential in the region
Sub-Saharan Africa: top 20 consumer cities in 2022
Analysis of the top 20 cities in Sub-Saharan Africa
Johannesburg : high disposable incomes and large pool of wealthy consumers
Nairobi : one of the most important financial and business centres regionally
Pretoria : South Africa’s administrative capital with strong growth outlook
City scorecard methodology (1)
City scorecard methodology (1)
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