The population increase in Oman from 2021-2040 will be driven by positive natural change, as births outweigh deaths. Improved living standards and healthcare will support ageing; however, the population 65+ will remain low, having limited impact on the consumer landscape. While urbanisation will rise, government policies encourage the employment of citizens, limiting migration. A rising population and growing middle class will make Oman an increasingly attractive consumer market in 2040.
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