The Generation Game: Understand the different life stages of consumers in Asia

Mintel has identified 8 life stages that consumers across Asia are experiencing.

This whitepaper steers you through the shifting wants and needs of consumers in Asia from childhood to seniority, highlighting the new campaigns, products and services that are driving change in generations across the continent.

Download this whitepaper to receive:

  • Latest consumer data from China, India, Indonesia and Thailand
  • Exclusive analysis of consumers’ key priorities
  • Pinpointed examples of how, why and where brands are innovating

Stay ahead. Plan your route in appealing to the shifting demographics of Asia.

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The Generation Game Thoughtpiece
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Brands don’t need to be directly involved in formal education to help educate. With the rapid development of new technologies, more experience-based training will make its way into the curriculum and out of the classroom.


Asian teens are looking to express their identities in constantly changing, increasingly digitally influenced societies. They will need help dealing with future uncertainties as the world of work constantly changes.

Home, harmony and hyper-connectivity

Shifting work needs and the drive for continual learning can offer brands opportunities to adapt alongside their young Asian consumers by creating products and services that help them progress towards their goals.

Staying single

Products and services designed to suit the lifestyles of singletons are set to see growing demand, challenging brands and manufacturers to come up with corresponding portions and packaging sizes.

To have and to hold (off)

Marriage (and weddings) are having to change with the times. Brands can take cues from shifting social dynamics and adapt to appeal to those who are choosing to delay marriage and having children.

Making babies

Slowing birth rates means fewer babies, resulting in more earning adults per infant and higher spending power per child. As a result, demand for higher quality, higher value products and services will increase.

Once the birdshave flown

Older consumers are having to adapt to the rapidly changing societies they live in as much as their younger peers and they are also actively exploring new potential lifestyles to suit their own tastes and interests.


There is huge scope to fulfil the demand for products and services suited to the many needs of elderly people in Asia, including home care, transport, health and wellness, travel and tourism, social media and communication.

Stay ahead. Plan your route in appealing to the shifting demographics of Asia.