The average consumer no longer exists. Markets are fragmenting into increasingly diverse segments, with polarisation emerging as one of the clearest and most measurable patterns. This report explores how polarisation can serve as a lens to understand where value expectations are shifting most sharply, and how businesses can turn these divisions into targeted growth opportunities.
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Driven by rising volatility and deepening divides in demographics, income and values, consumer markets are fragmenting at pace. Within this growing diversity, groups are clustering at opposite ends of the market, creating clear polarisation. Broad-based strategies are losing traction as needs become more distinct. To capture growth, brands must respond with targeted and adaptable propositions that reflect both the breadth and intensity of today’s consumer landscape.
The Consumer Landscape Polarisation Index shows uneven polarisation. Developed economies exhibit deeper divisions, whereas many developing ones, such as Vietnam and Thailand, remain relatively unified. In these markets, brands can scale more efficiently, exploiting cohesion before value demands fragment.
Household structure split, fuelled by ageing populations and shifting household structures, is most acute in advanced markets, but is spreading to China, the UAE and Turkey. The gulf between single-person homes and families with children demands targeted products, bespoke marketing and adaptable packaging.
Income divide is widening, with growth at both extremes and a contracting middle. In 2025, South Africa and Nigeria lead, followed by the US and New Zealand. Traditional income assumptions are no longer valid, leading to accelerated affordable premiumisation as consumers demand quality at affordable prices.
Behavioural contrasts are intensifying in areas such as privacy, stress tolerance, digital preferences and civic engagement. Brands must navigate these conflicting mindsets with segment-specific value propositions. Success hinges on delivering differentiated benefits that resonate with sharply divergent consumer expectations.
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