Demand for insurance is one of the important areas of research in insurance. It is also one of the growing areas over the years. This research paper aims to provide a bibliometric analysis of the literature in this area. In particular, 672 relevant documents from Scopus were analyzed covering the period from 1837 – 25 June 2024 when the dataset was extracted. The bibliometric analysis covered all the key aspects such as keywords, key authors, citations, etc. It relied on VOSviewer software, Excel, and the analysis section on Scopus website. Based on that analysis, three main research themes were identified which were used to classify the top 10 cited papers. Results confirmed the continued growing interest in this research area.