The US baby boom is in turn having fewer children. This declining birthrate means slower market growth but higher disposable income per person in those markets. See following slide The Aging Population. Lower birthrates mean the average age of Americans is higher. Couples with no children under 18 at home account for more than half of all households.
More unmarried couples are present than ever before.
Marketers must adjust packaging and product forms to meet these new household configurations. Shifts to Suburban Areas. As people left cities for suburbs, retailers followed.