current
Slowing Population Growth
Declining population growth presents challenges for brand penetration and requires innovative growth strategies.
Timeframe
long-term
Impact areas
Detailed Analysis
Slowing global population growth presents a challenge for brands seeking to expand their reach. "Holding market share might get easier, as slower growth means that fewer new shoppers are needed each year to stay even. But growth will get harder." Brands will need to focus on stealing share, finding new spaces, and predisposing more people to their offerings.
Context Signals
Global population growth under 1% annually
Brands are 5x more likely to grow if their categories are growing (Kantar Worldpanel)
Young people marrying and having children later, leading to smaller households
Edge
Increased focus on personalized marketing and customer relationship management (CRM).
Development of innovative products and services catering to the needs of aging populations.
Expansion into new markets and geographies with higher population growth rates.
