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By: Sarah Boumphrey

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Challenges and opportunities in reaching developed and emerging market consumers will continue to diverge in 2016; with the averaged developed economy household spending 10 times that of the average emerging market household. Housing will be the largest component of spending for developed country households, whereas for those in emerging markets two in every five dollars spent will be devoted to food. The population in developed economies is both smaller and older – by 13 years on average. In 2016, emerging market households are more likely on the whole to own a mobile telephone than they are a refrigerator and a washing machine – whereas the reverse is true in developed economies.

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