Research Topics:

Demographic Analysis | Demographic Profiles

Industry/Market Focus:

Consumers | Mothers-Expectant

Content Type:

Glossary

Fertility Rate Definition

General fertility rate is the number of births a year per 1,000 women aged 15 to 44. Total fertility rate is the number of live births per 1,000 women in their lifetime

The fertility rate is the average number of children a woman is expected to have during her lifetime if she lives to the end of her childbearing years. So, in general, the fertility rate is the number of live births per 1,000 women aged 15 to 44. In marketing research, this demographic indicator adds to the understanding of potential market size and composition by considering the size of younger generations. In other words, fertility rates provide a glimpse into the potential market dynamics. In addition to research purposes, shifts in the fertility rate can influence worker labor markets, social trends and overall economic conditions, thus making it a vital factor for long-term business planning.

Who relies on the fertility rate?

Marketing professionals, businesses and for-profit and nonprofit organizations base decisions about product development, target audience selection and long-term market strategies on fertility rate. In  addition, demographers and economists rely on this data to forecast population trends.

Why should I care about the fertility rate?

In marketing research, fertility rate data provides insights into the future customer base. If the fertility rate is high, a growing younger population could power an increase in demand for family-oriented products and services. Conversely, if the rate is low, older demographics or adapting business strategies could be the focus of a shrinking marketplace.