Top Trends Shaping the Population

Demographic shifts are reshaping global markets as Gen Alpha rises, ageing populations expand and fertility declines. Longer life spans and cultural diversity are redefining consumer priorities, while migration accelerates change. Businesses that adapt through re-segmentation, innovation for mature or young consumers, and culturally attuned offerings will unlock sustained growth in an evolving population landscape.

Generation Alpha: From followers to trendsetters

Generation Alpha – the demographic cohort born from 2010 to 2024 – is emerging as a generation of dual forces: both shaping and being shaped. As of 2025, this generation numbers over two billion, making it the largest and most diverse in history. Longer life expectancies extend their consumption horizons, thereby increasing their purchasing power. At the same time, Alpha’s digital nativity amplifies the influence of peers and online creators.

Demographic momentum in Asia and Africa, the ubiquity of digitalisation and a growing emphasis on values of individuality and authenticity drive the trend of Generation Alpha being at the centre of the influence economy. Hence, opportunities lie in integrating these elements through personalisation, co-creation and “smart” functionality. Exposure to other cultures is increasingly important, too. For example, in 2025, Nongshim, South Korea’s leading instant noodle producer, announced the launch of flagship products featuring characters from the global animated hit K-Pop Demon Hunters. The Nongshim campaign will roll out in South Korea, North America, Europe, Oceania and Southeast Asia, reflecting the film’s global popularity.

Birthquake: Shaking the future

Global fertility decline is reshaping demographics, straining labour supply and altering consumption dynamics. Between 2015 and 2025, global fertility is estimated to have decreased from 3.1 to 2.8 children per woman, resulting in a 9% decline in the total population of babies (aged 0-1 years), to 256 million. The immediate effect is that the demand for family-focused categories is contracting.

There is, however, also an upside to this. Re-segmentation and premiumisation are becoming critical levers for resilience and adaptation, while senior-focused markets are emerging as a powerful growth engine. Companies redirecting investment and innovation towards ageing consumers will capture the most value in a “birthquake” era in the long term. In the short term, adaptation means offering smaller families less (but better) for more, as rising household incomes and declining birth rates are driving higher spending per child, creating opportunities for premiumisation.

Borderless consumption

Rising migration, expanding diasporas, cultural curiosity and global connectivity are reshaping markets and driving a shift in the consumer landscape. Across 63 researched markets, the number of foreign citizens increased by nearly 34 million between 2015 and 2025, and is expected to rise further in the future, making countries such as the US and the UK (where 7% and 9% of the total population were already foreign citizens in 2025) potentially even more ethnically and culturally diverse in the future.

64% of global consumers consider experiencing foreign cultures important, indicating a growing appetite for diverse cultural experiences

^{Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, fielded January-February 2025, (n=40,337)}

For businesses, this shift introduces complex challenges. Adapting portfolios to appeal to both expatriate and domestic audiences requires more than adding new flavours or cultural references. Authenticity is paramount, as superficial or tokenistic approaches can backfire. Marketing cultural production demands cultural intelligence and sensitivity to avoid reinforcing stereotypes or commodifying identities.

However, opportunities are substantial. Brands that embed cultural intelligence across product design, marketing and engagement can build trust, loyalty and market differentiation. Cultural authenticity fuels innovation in various sectors through heritage-inspired products, inclusive aesthetics and multicultural storytelling.

Adapting to shifts in global demographics

Generation Alpha is rapidly reshaping household spending through digital influence. Gamified platforms, micro-influencers and hyper-personalised content are becoming essential tools for brands seeking early engagement. Co-creation and authentic storytelling can turn passive audiences into active advocates, building long-term equity and positioning businesses to capture this emerging power.

At the same time, value and cultural relevance are being redefined. Smaller families with higher per-child spending demand flexibility and quality, making tiered and modular propositions critical for customisation without sacrificing standards. Meanwhile, migration and connected lifestyles fuel an appetite for authentic cultural experiences. Brands that integrate local heritage into global narratives – rather than relying on clichés – will unlock loyalty and safeguard reputation in an increasingly diverse marketplace.

For more information on population trends and their implications for businesses, please see Euromonitor International’s report, Top Five Trends in Population.

^{This content was written with the assistance of AI. All information is original to Euromonitor and is derived from our report, “Top Five Trends in Population”. The final article has been thoroughly reviewed by our team to maintain the highest standards of quality and integrity.}