A big shift in consumer demand is coming as global population growth slows, and that means companies need to respond with more active approaches to generate outperformance, according to Evercore ISI.
Historically, booming population growth, globalization and industrialization have supported economic growth, Julian Emanuel, the firm's senior managing director, wrote in an April 5 note.
"Companies with higher value-added services and better quality will likely better capture market share than those relying solely on volume growth."
"Consumer companies that focus on 'trade-up' categories and premiumization could benefit as middle-income discretionary spend continues to rise," Emanuel said.
Meanwhile, McDonald's top six markets — including the U.S., U.K. and France — are all experiencing slowing population growth.