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Demographics

Analysis of the demographic trends that underpin all markets, including age, gender, race/ethnicity, presence of children at home, work status, and shopping habits.
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Know Your Target Audience

Market insights from The Freedonia Group reach beyond the simple "what" of consumer industries. We dig deep into the why, when, how, and especially the who. Unique demographic sectors have unique market needs, so understanding demographic growth projections will allow you to rise above the competition.

Our in-house economics team develops the core population and demographic indicators that underpin all of our analysis, ensuring a consistent framework across reports. Our demographic analysis is further anchored in consumer surveys:

  • The Packaged Facts National Online Consumer Survey is a proprietary resource run quarterly to generate up-to-the-minute, custom insights on trends. These surveys have a sample size of 2,000 that is representative of the US population on the demographic measures of age, gender, geographic region, race/ethnicity, household income, and the presence of children in the household.
  • Syndicated consumer surveys provide additional context and analysis from a larger sample size. They also allow for historical trending and detailed consumer profiles across various demographic and psychographic measures.

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Is Gen Z the biggest generation?

In 10 years, Gen Z will be the largest US generation. Product developers and marketers are tasked with determining which of their current behaviors and preferences reflect their youth and which reflect the unique attributes and characteristics of this most diverse cohort in the country's history.

What percent of employees work from home?

According to The Freedonia Group National Online Consumer Survey conducted in November 2022, 66% of the working population is set up to work from home at least some of the time, up from 58% a year previously. More than half of workers in all demographics report being able to do so, with the highest percentages amoung those with yearly household incomes above $60k and those with children under 18 living at home.
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Showing 10 of 20 reports & studies Clear filters

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  • Consumer Insights on Vegan, Vegetarian, & Flexitarian Eating

    Industry Reports

    NEW! February 2023 81 pages
    Free sample available
  • Children's Food and Beverage Market: Trends and Opportunities, 2nd Edition

    Industry Reports

    The coronavirus pandemic has had a significant effect on families and their food purchases.

    NEW! January 2023 181 pages
    Free sample available
  • Demographics: United States

    Focus Reports

    This report forecasts to 2022 and 2026 US resident population by age group, the number of households by age of head, and the size of the civilian labor force by employment status.

    NEW! October 2022 30 pages
    Free sample available
  • Deathcare: United States

    Focus Reports

    This report forecasts to 2022 and 2026 US deathcare service revenues in nominal US dollars. US burial casket shipments in nominal US dollars at the manufacturer level, as well as total resident population and deaths, are also forecast to 2022 and 2026.

    NEW! October 2022 32 pages
    Free sample available
  • Consumer Insights on Work-From-Home Habits

    Industry Reports

    The COVID-19 pandemic has caused the existing trend of remote work to accelerate.

    September 2022 39 pages
    Free sample available
  • Global Demographics

    Focus Reports

    This report forecasts to 2026 the following global demographic measures: population, population aged 65 years and older, urban population, households, and average household size.

    September 2022 32 pages
    Free sample available
  • Vegan, Vegetarian, and Flexitarian Consumers, 2nd Edition

    Industry Reports

    Increasing concerns about health, animal welfare, and the environment are causing more consumers to turn to plant-forward diets.

    July 2022 189 pages
    Free sample available
  • Gen Z and Payments: The Next Big Cohort Is Here

    Industry Reports

    Gen Z, much more than Millennials at the same age, appears less willing to abandon debit and short-term buy-now, pay-later (BNPL) installment loans (with low or zero percent interest rates) as their tools for purchasing and financing purchases.

    July 2022 109 pages
    Free sample available
  • Keto and Paleo Consumers: High Protein/Low Carb Diet Trends and Opportunities

    Industry Reports

    Some consumers have adopted these diets because of the coronavirus in efforts to lose weight or benefit their health, while general interest in keto and paleo foods has risen with consumers who may only sometimes follow these diets or buy foods with these product labels.

    November 2021 146 pages
    Free sample available
  • Eating Trends: Generational Food Shopping

    Industry Reports

    Eating Trends: Generational Food Shopping provides a topline data overview of U.S. adult (age 18+) patterns for grocery shopping.

    December 2019 50 pages
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