The idea
GDP is consumption plus investment plus government spending plus net exports. Real GDP removes price changes; real GDP per person also accounts for population. Neither shows how income is distributed across the customers you serve. Read household consumption and segment income alongside national growth before setting a pack-mix forecast.
Use it thoughtfully
- Use real, per-person growth in plans.
- Check what happens to the income groups you serve.
- Expect pressure in the middle of the pack ladder when the middle class shrinks.
An example
ILLUSTRATIVE EXAMPLE: An economy grows 5% a year, yet a team sees mid-tier pack sales fall as middle-income households slip down. It grows entry and premium packs instead.
A question to try
Which income groups among your customers gained or lost real income last year?
A useful framework is a starting point, not a guarantee. Effects vary with the audience, product and situation. Use truthful evidence, respect customer choice, and test the result.