Dublin, July 29, 2025 (GLOBE NEWSWIRE) -- The "Beyond Affordability: Turning Consumer Polarisation into Growth in Fragmented Markets" report has been added to ResearchAndMarkets.com's offering.
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.
Key findings
Shifting strategies for a divided consumer base
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.
Cohesion in high-growth markets
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 drives innovation
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.
Affordable premiumisation surges
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 Traditional income assumptions are no longer valid, leading to accelerated affordable premiumisation as consumers demand quality at affordable prices.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 contrast demands personalisation
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.
Key Topics Covered:
Introduction
- One size fits no one anymore
- Consumers are splitting, growth follows the fault lines
- Deconstructing the Consumer Landscape Polarisation Index
Household structure split
- Polarised household types reshape demand across markets
- Capri Sun from Kraft Heinz targets families and singles via different formats
- Mars Wrigley targets solo and social snackers with format strategy
- Household spending looks similar, but preferences vary widely
- Unlocking growth through tailored strategies
Income divide
- Social Class E surges, deepening global income divides
- Economic volatility to intensify the income divide globally
- H&M enters premium childrenswear market with affordable, durable styles
- Danone adopts dual-track pricing strategy
- Strategies for navigating income-based consumer divides
Behavioural contrast
- Mapping the contrasting consumer behaviours
- Conflict markets require flexible but authentic value propositions
- Lessons from the Coca-Cola boycott
- Starbucks balances mobile innovation and social spaces
- Navigating behavioural contrasts with authenticity, adaptability and alignment
Conclusion
- Turning consumer polarisation into growth: How to win
- Evolution of "Consumer Landscape Polarisation"
- Questions we are asking
Appendices
- Key pillars and indicators of Consumer Landscape Polarisation Index
- Consumer Landscape Polarisation Index: Rankings
For more information about this report visit https://www.researchandmarkets.com/r/llecst
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