""It's a mathematical side effect of the reduction in fertility rate. It has profound implications for food and agriculture, and those implications are underappreciated.""
""Eventually, I think we're going to see some sort of contraction. They've never happened at scale, and a structural level, and so we're flying blind in a lot of ways.""
""One area that requires more attention is how to provide value to older consumers. People over 80 are the fastest-growing demographic globally, yet they are almost entirely ignored by food marketers.""
The world of agriculture faces a significant demographic shift known as the 'Gray Tsunami,' characterized by declining birth rates and an aging consumer base. As fertility rates drop, the average age of consumers rises, leading to profound implications for food and agriculture. This trend is particularly evident in markets like China, where demand is already affected. The agriculture industry may need to adapt to a world with fewer, older consumers who require different marketing strategies, as traditional volume-based approaches may no longer be sustainable.
Read at Realagriculture
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