Changing Customer Needs/Tastes Customers’ needs and tastes constantly change. At some point, customer interest in Swedish design and do it yourself furniture will wane. This is especially true as the U.S. population continues to age. The typical baby- boomer consumer demands quality, values his or her time, and appreciates convenience more than saving a few dollars. Overall, there are relatively fewer younger customers IKEA’s main target market as compared to baby boomers. The end result is a likely decline in demand for trendy, low-cost furniture. IKEA’s low-cost and high-quality designs might appeal to some baby boomers, but the inconveniences associated with the company’s DIY approach probably send them looking elsewhere.