The New Demographics and Market Fragmentation

Abstract

The underlying premise of this article is that changing demographics will lead to a splintering of the mass markets for grocery products and supermarkets. A field study investigated the relationships between five demographic factors—sex, female working status, age, income, and marital status—and a wide range of variables associated with preparation for and execution of supermarket shopping. Results indicate that the demographic groups differ in significant ways from the traditional supermarket shopper. Discussion centers on the ways that changing demographics and family roles may affect retailers and manufacturers of grocery products.