{"id":24976,"date":"2020-12-04T09:24:00","date_gmt":"2020-12-04T14:24:00","guid":{"rendered":"https:\/\/www.iff.com\/?p=24976"},"modified":"2025-08-05T14:10:20","modified_gmt":"2025-08-05T18:10:20","slug":"liquid-demography","status":"publish","type":"post","link":"https:\/\/www.iff.com\/es\/media\/stories\/liquid-demography\/","title":{"rendered":"Liquid Demography"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><strong>The Demographic Trends Shaping Cleaning Behaviors<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Consumer cleaning habits are being shaped by rapid changes in global demographics. To ensure they are able to keep pace with the fast-evolving needs of modern consumers, detergent manufacturers need to understand the trends driving the behaviors in emerging and existing markets.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Future Forces<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The ebb and flow of new demographic shifts is challenging long-fixed patterns of consumer behavior and redefining the future landscape for global retail. We call this phenomena Liquid Demography.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Only by understanding and anticipating these dynamics can laundry detergent manufacturers develop products and solutions that appeal to modern consumers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here are the key trends shaping the future:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Emerging Giants: Global Population<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By 2050, a population explosion in Africa will see the number of people on the continent more than double, while, in contrast, Europe will see its population fall. Double-digit population increases are forecast for Asia, Latin and South America, and North America.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Shifting populations will see the creation of exciting new markets \u2013 and the growth of existing ones &#8211; that detergent manufacturers need to target.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The Space Race: Rapid Urbanization<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Building up, not out in high-density mega cities, space-limited customers prefer smaller packages says&nbsp;<a href=\"https:\/\/www.polarismarketresearch.com\/industry-analysis\/laundry-detergent-market\/\" target=\"_blank\" rel=\"noreferrer noopener\">Polaris Market Research<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Concentrated, multifunctional, multi-use detergents that deliver a big performance in a small package are the goal.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Looking East: Consumer Power Shifts<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By 2030 Asia will represent 66% of the global middle-class population and 59% of middle-class consumption, compared to 28% and 23% in 2009 says the&nbsp;<a href=\"http:\/\/oecdobserver.org\/news\/fullstory.php\/aid\/3681\/An_emerging_middle_class.html\" target=\"_blank\" rel=\"noreferrer noopener\">OECD<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Understanding the global shift of power and developing culturally specific solutions that reflect the lifestyles, choices and behaviors of customers in target markets is essential.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The Long Game: Independent Living<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There will be more people aged over 60 than aged under-10 by 2030 says the&nbsp;<a href=\"http:\/\/www.un.org\/en\/development\/desa\/population\/publications\/pdf\/ageing\/WPA2017_Highlights.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">UN<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Smarter, connected devices and concentrated, single dose detergents can reduce the strain of laundry, helping older people live better lives for longer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Evolving Values: De-Nuclear Family<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the West, the concept of a \u2018traditional family\u2019 is dying out as accepted definitions of what a family is change.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Detergent brands need to refocus around emerging domestic values and behaviors.<\/p>","protected":false},"excerpt":{"rendered":"<p>The Demographic Trends Shaping Cleaning Behaviors Consumer cleaning habits are being shaped by rapid changes in global demographics. To ensure they are able to keep pace with the fast-evolving needs of modern consumers, detergent manufacturers&#8230;<\/p>","protected":false},"author":47,"featured_media":24979,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[23],"tags":[],"class_list":["post-24976","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-home-care"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.8 (Yoast SEO v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Liquid Demography - IFF<\/title>\n<meta name=\"description\" content=\"Consumer cleaning habits are being shaped by rapid changes in global demographics. 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Detergent brands must evolve to keep up.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.iff.com\/es\/media\/stories\/liquid-demography\/\" \/>\n<meta property=\"og:site_name\" content=\"IFF\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/InternationalFlavorsandFragrances\" \/>\n<meta property=\"article:published_time\" content=\"2020-12-04T14:24:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-05T18:10:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.iff.com\/wp-content\/uploads\/2025\/06\/no-revisions-TyBnT0wowmw-unsplash-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1144\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"kateri tyrrell\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"kateri tyrrell\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.iff.com\\\/media\\\/stories\\\/liquid-demography\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.iff.com\\\/media\\\/stories\\\/liquid-demography\\\/\"},\"author\":{\"name\":\"kateri tyrrell\",\"@id\":\"https:\\\/\\\/www.iff.com\\\/#\\\/schema\\\/person\\\/85843c52b01f7b7cf3c83a5ff98fb8c8\"},\"headline\":\"Liquid Demography\",\"datePublished\":\"2020-12-04T14:24:00+00:00\",\"dateModified\":\"2025-08-05T18:10:20+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.iff.com\\\/media\\\/stories\\\/liquid-demography\\\/\"},\"wordCount\":345,\"publisher\":{\"@id\":\"https:\\\/\\\/www.iff.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.iff.com\\\/media\\\/stories\\\/liquid-demography\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.iff.com\\\/wp-content\\\/uploads\\\/2025\\\/06\\\/no-revisions-TyBnT0wowmw-unsplash-1.jpg\",\"articleSection\":[\"Home Care\"],\"inLanguage\":\"es-ES\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.iff.com\\\/media\\\/stories\\\/liquid-demography\\\/\",\"url\":\"https:\\\/\\\/www.iff.com\\\/media\\\/stories\\\/liquid-demography\\\/\",\"name\":\"Liquid Demography - IFF\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.iff.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.iff.com\\\/media\\\/stories\\\/liquid-demography\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.iff.com\\\/media\\\/stories\\\/liquid-demography\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.iff.com\\\/wp-content\\\/uploads\\\/2025\\\/06\\\/no-revisions-TyBnT0wowmw-unsplash-1.jpg\",\"datePublished\":\"2020-12-04T14:24:00+00:00\",\"dateModified\":\"2025-08-05T18:10:20+00:00\",\"description\":\"Consumer cleaning habits are being shaped by rapid changes in global demographics. 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