The United States is in the midst of demographic trends that are likely to shift the business landscape and change consumer spending across categories and locations. In this report, the first in a series on this topic, we look at the trends that will shape US consumption patterns in the next 10 years. How do these trends affect consumption categories across the nation? How do differences in demographic trends across states and metro areas affect local consumption? How can business be proactive in anticipation of these trends and improve future planning?