Profiting from a Demographic Shift in the 21st Century

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How do we “make a market”?• Consumers on one side with• Changing basic demographics• Increasingly specific behavior segments• Increasingly unstable “presence” in segments• Interest tin novelty• Food marketers with• Huge capacity to generate new products• Blurred, fragmented market channels
How do we “make a market”?• Use the metaphor of maps:• Consumers have an incomplete mental map of thearray of choices they have to purchase food(products, sources)• Marketers have a fuzzy, incomplete mental mapof consumer needs, wants, desires• Both parties are “navigating” g with imperfectmaps, trying to meet at the cash register
Page 1 and 2: Profiting from aDemographic Shift i
Page 4: Population age dynamics -Canada% po
Page 7 and 8: Ethnic Diversity -US% increase in p
Page 9 and 10: Dual Income Families - US% Dual-inc
Page 11 and 12: Small households - US% of single ho
Page 13 and 14: First-order effects• Dual incomes
Page 15 and 16: First-order effectsGrowth in ethnic
Page 17 and 18: Second-order order effects- Affluen
Page 19 and 20: After all these years• “Dis-moi
Page 21 and 22: Lifestyle - behavior% who dine with
Page 23 and 24: Lifestyle - behavior% who use micro
Page 25 and 26: Some emerging lifestyle issues•
Page 27 and 28: Habituation vs. Novelty- Habituatio
Page 29: Habituation vs. Novelty- There is a
Page 33 and 34: Characteristics of Consumption Good
Page 35: ‣Signposts:Navigating• Consumer

Profiting from a Demographic Shift in the 21st Century

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