The world is larger, older and more unevenly distributed than ever before. Growth continues, but age structure is changing fast, migration plays a more important and contested role, and multicultural populations form a larger part of the mainstream in many countries. The future is expected to see an intensification of these differences. The report’s main implication is a more differentiated view of consumers and markets.
Delivery
This report comes in PPT.
Key Findings
Global population growth slows and splits by region
The global population reached 8,185 million in 2025, and is forecast to grow by 69 million in 2026 – an 0.8% rise. Growth will be far from even. The Middle East and Africa will account for 58% of it, while Eastern Europe contracts, cutting overall growth. Expanding countries keep momentum as consumers enter categories for the first time. Mature and shrinking markets lean instead on client retention, providing affordability and value.
The world is ageing faster than growing
In 2025, the number of over-65 year-olds grew by 23.5 million, while the under-15s fell by 7.7 million. Behaviour is shifting as the age structure changes. Chronological age is, however, a weaker guide to consumption than before, as, for example, older consumers adopt digital services and seek experiences more often. Among the global 60+ year-olds, 46% say spending on experiences matters to them.
Future growth concentrated in Africa and Asia
The global population is predicted to rise to 9,135 million by 2040, with the Middle East and Africa accounting for 64% of the gain, and Asia Pacific, 31%. Different growth speeds reveal two different consumer worlds. Younger growth markets fill with new households forming, spending and building routines. Ageing markets have smaller cohorts, where the question becomes how to hold value.
Migration becomes the mainstream, not a segment
Migration now sustains population and workforce growth across the US, Canada, Australia and Western Europe. In 2025, Western Europe’s net inflow broadly matched the combined inflows into Australasia, Eastern Europe, the Middle East and Africa, and North America. The behavioural effect runs deeper than headcount. Sustained migration broadens the cultural mainstream and facilitates cultural curiosity.
Population snapshot in 2025
Key findings
A larger world is becoming an older one
Our expert’s view of population in 2025
Top five trends in population
Top five trends uncovered
Drivers of consumer markets and impact on population
Population growth continues, but at different speeds
Growth, transition and decline now coexist
Declining birth rates reshape the size of future consumer cohorts
Multicultural populations are becoming mainstream
Millennials enter consequential spending years
Samsung helps caregivers maintain the care receiver’s independence
Baby Boomers are taking a respectable position in the consumer pool
Liseberg reimagines older age group as active and thrill-seeking
Global population growth continues, but more countries move into population decline
The global population map becomes more uneven
Longer life does not mean proportionately healthier life
Gen Z influence expands with adulthood
Gen Alpha’s scale is concentrated
CJ Cheiljedang’s Pookie Rookie emphasises clean label and quality to assure parents
Spriggy Australia: Winning Gen Alpha loyalty through family missions
The 2040 consumer: Older, more urban, less predictable
Demographic divergence creates a demanding strategic position
Opportunities for growth
Our expert’s view of population to 2040
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