Population growth in Oman will be driven by a combination of natural increase and net migration up to 2040. While ageing will accelerate, it will not have a huge impact on the consumer landscape as older groups remain relatively small as a proportion of the total population. Longevity will remain elevated, but certain health issues will be aggravated by modern lifestyles. Urbanisation will continue to be rapid with Oman remaining one of the most urbanised regional countries.
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