West Africa
World Data IntelligenceThe complete consumer intelligence platform.
Compare markets. Explore cities. Understand context, now free to try.
Get the free demoFree · no credit card
What's in the demoDemoFull
- Countries5190+
- Cities59,000+
- Years2023-20262016-2036
- Spending categories1200+
- Demographic indicators1620+
- Export function
- API access
The demo includes Nigeria, Germany, Mexico, India & the United States, plus Lagos, Munich, Guadalajara, Bengaluru & Chicago. Upgrade anytime to unlock everything.
190+
Countries
Global coverage of spending and demographics.
9,000+
Cities
Down to the metro level, comparable worldwide.
200+
Spending categories
From groceries to gadgets, granular by design.
01Methodology
One methodology, every market
A unified, trusted view of global consumer demand: past, present and future. One consistent methodology covering 99.5% of the world population, so any market can be compared to any other with confidence.
Globally harmonised
One consistent methodology across 190+ countries. Compare any market to any other with confidence.
Granular demographics
Gender, age, generations, income tiers and subnational breakdowns. From countries to cities.
Forward looking
Peer-reviewed projections to 2036, refreshed four times a year to reflect the latest economic reality.
The data behind decisions at the world's biggest consumer brands
Most plans are built on national averages. Ours are built on 8.1 billion individuals. Teams at Uber, Coca-Cola and Colgate-Palmolive use World Data Intelligence to size markets, benchmark portfolios and validate strategy with independent, forward-looking data.
$2.1M
spent by the consumer class every second in 2026
4.7bn
people in the global consumer class in 2026
5bn
people projected in the consumer class by 2028
Source: World Data Intelligence; World Data Lab World Consumer Outlook (2025); A Tale of Two Consumers, NIQ and World Data Lab (2026).
Built on official government, UN and central bank statistics, modelled and harmonised in-house.
02What it is
What is World Data Intelligence?
World Data Intelligence is a consumer intelligence platform built by World Data Lab. It brings consumer spending, household income, population and demographic data into a single, comparable view, covering 190+ countries and 9,000+ cities, across 200+ spending categories and forecast years to 2036. The free demo gives access to five flagship countries and five flagship cities for 2023-2026.
Sub-national market intelligence
Country data is rarely enough. Compare metro-level demand using the same definitions everywhere, so Lagos and Munich sit on one scale.
Consumer spending forecasts
Track how spending shifts by category, income group and generation, historic years and forward projections in one place.
Demographics with context
Age groups, generations, spending groups and population change, joined to the spending picture rather than sitting in a separate file.
03Demo cities
Five flagship cities, included in the free demo
Each demo city covers consumer spending, income, population and demographic indicators for 2023-2026, five markets on four continents, directly comparable.
Western Europe
Latin America
South Asia
Bengaluru, India
Capital of Karnataka and the centre of India's IT industry.
North America
Full platform
9,000+ more cities
From São Paulo to Jakarta, Nairobi to Warsaw, the full platform extends the same view to every major metro, 190+ countries and 200+ spending categories.
04Use cases
Answer the questions boards ask
The kind of answers clients get from World Data Intelligence, with figures from World Data Lab research.
Which markets should we enter next?
Rank countries and cities by the spending that matters to your category, not by GDP.
+$3.7T
consumer spending growth in cities of 50,000 to 1 million people, 2025-2030
How big is the prize, really?
Size addressable demand today and every year to 2036, with a baseline finance can defend.
$67.5T
consumer class spending projected for 2026
Who are our next billion customers?
See how income, age and urbanisation reshape your customer base, city by city.
1.2bn
people joining the consumer class between 2026 and 2036
Where is our portfolio exposed?
Stress test category growth across regions before capital is committed.
$29T vs $15T
spending growth of affluent vs core consumers, 2026-2036
Source: World Data Intelligence; A Tale of Two Consumers, NIQ and World Data Lab (2026); World Data Lab city analysis (2025).
Get answers for your marketsFree demo · no credit card
05FAQ
Questions, answered
- What is World Data Intelligence?
- World Data Intelligence is World Data Lab's consumer intelligence platform. It combines consumer spending, income, population and demographic data into one comparable view across countries and cities, so teams can size markets and track how demand shifts over time.
- What does the free demo include?
- The demo covers 5 countries (Nigeria, Germany, Mexico, India, United States) and 5 cities (Lagos, Munich, Guadalajara, Bengaluru, Chicago), 1 spending category, 16 demographic indicators and the years 2023-2026. It is free and needs no credit card.
- How is the demo different from the full platform?
- The full platform covers 190+ countries, 9,000+ cities, 200+ spending categories, 20+ demographic indicators and years from 2016 to 2036, and adds data export and API access. The demo is the same platform with a narrower slice of data.
- Who uses consumer intelligence data like this?
- Strategy, insights and expansion teams in consumer goods, retail, financial services, technology and development organisations use it to prioritise markets, size categories and plan for demographic change.
- What geographic level is the data available at?
- Data is available at country level worldwide and at city level for 9,000+ cities, so national trends and metro-level demand can be compared with the same definitions.
Start exploring, free.
Five countries, five cities and four years of data, free with no credit card.
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