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Purpose – The purpose of this paper is to research the status quo and future trends of the income elasticity of the consumer demand of Chinese rural residents. Design/methodology/approach – The paper uses model ELES and model GM (1,1) to analyze and predict the income elasticity of consumer demand in the rural areas of China. Findings – The findings show the indicator that the income elasticity of consumer demand in the rural areas of China is quite large at present, but most sub-categories of the indicators show a declining trend in the future. Practical implications – The paper includes implications for the relevant departments to adjust the economic polices timely and reasonably according to specific form based on the findings above. Originality/value – The income elasticity of consumer demand is an important indicator, reflecting the relationship between consumer demand and income, so it is of great significance to research it. [ABSTRACT FROM AUTHOR]