This paper explores the notion of consumer demographic profiling of Zimbabwe by using census
and survey data from Zimbabwe’s statistical agency ZIMSTAT. Certain trends emerged by
examining secondary data mostly from 1962 when the first comprehensive census was conducted
for Africans and non-Africans in Zimbabwe. A number of significant features come to light
including age/sex composition, household size, population distribution and the changing role of
women in the population and for decision makers within households. Conclusions and
recommendations have been made concerning significant implications for all types of retailers of
products and services.