There are important ramifications of the ageing population for businesses like Unilever. Firstly, there are likely to be changes in the structure of demand in future. Older people have unique needs and desires that will need to be met by Unilever. For instance, there is a greater demand for frozen ‘ready meals’ by older people which will directly impact Unilever’s ‘Sara Lee’ brand. Secondly, there may be labour shortages in the future. Expanding businesses like Unilever will need to respond to this by encouraging workers to work longer or recruiting migrant workers