Demographics, and all of our specific needs and wants associated with them, are a source of innovation, opportunity, and threat. As populations grow, age, migrate, and follow less traditional paths through life, brands are faced with increased complexity but enhanced opportunity to appeal to differentiating consumer attitudes and behaviors.

Socio-Demographic Change is one of the fundamental underpinnings of the Evolving Landscapes mega-trend. As global populations grow, age (due to people living longer), migrate, and follow less traditional paths through life, brands are faced with increased complexity but enhanced opportunity to appeal to consumer attitudes and behaviors that are becoming more differentiated and numerous.

Trend drivers
• Population growth enlarges the consumer base globally.
• Aging populations change need states and consumption behaviors societally.
• Mobile populations bring new influences and diversify needs.
• Changing gender roles and situational complexity drive new needs for consumers, while fueling a growing, diverse, and creative workforce.

Consumer targets
• Young adults – Population growth continues to enlarge this cohort.
• Older consumers – Products that meet differing health concerns and changing tastes as societies get older.
• Cross-gender changes – Both sexes’ consumption behavior is more nuanced.
• Non-linear lifestages – Having children later, remaining single longer, delaying marriage, and so on.

Demographic change creates a “new normal” in society. This is much more fragmented, with traditional segmentations blurred, making it essential for brands to track and adjust to the situation on an ongoing basis. Brands must deliver on particular needs, but concisely and to the point, from content, functionality, and consumption experiences to marketing messages and branding.

The Socio-Demographic Change trend is currently in the growth stage – it is an ongoing process, with an impact being felt in more sectors, inspiring innovation in product and strategy. The alcoholic drinks and personal care sectors are seeing strong growth opportunities at present.

The report “TrendSights Analysis: Socio-Demographic Change” assesses the implication of changes to populations on the FMCG industry and helps in understanding the role of demographic change in changing consumer attitudes and behaviors.

Companies mentioned in this report: Jovo, Redd’s, Suntory, Procter & Gamble, GSK