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Attn: Grace
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=== – Harvard Business Review === <u>Attn: Grace has a hugely strategic, first-mover advantage in the personal care category for older women.</u> [[File:E641e5b12d2abaeb3dac9b992bdf7bba35f76bfe.png]] There are currently '''63 million women over the age of 50 in the U.S. alone''' * At least 50% of those women (31.5 million women) are living with urinary incontinence (a '''$10B market''') * All of those women have personal care needs that are either unmet entirely or grossly underserved (a $'''25B market''') Unlike the personal care space for younger women that has been disrupted by dozens of innovative personal care startups—'''including Billie, Thinx, This is L and others'''—the <u>personal care space for older women is massive and still virtually untouched.</u> '''This market power of people over age 50, who are responsible for more than half of consumer spending in the United States:''' For the first time in US history, the '''elderly, those 65+, are projected to outnumber children,''' a 92% increase (from 2016 to 2060). (United State Census Bureau). * Today’s '''50+ consumer controls nearly 50% of consumer spending''' (Harvard Business Review) * 59% of older consumers express a preference for natural incontinence products, while 58% believe that brands should offer more sustainable incontinence products ([https://www.nonwovens-industry.com/issues/2021-03-01/view_features/adult-incontinence-growth-continues-572217/ source]) * '''Americans age 50 and up contribute so much to the U.S. economy that they’d constitute the world’s third-largest economy''' if they were counted as their own country, a major new AARP study finds ([https://www.aarp.org/politics-society/advocacy/info-2019/older-americans-economic-impact-growth.html source]) * Positive growth across adult incontinence will occur over the next five years with a projection of '''$14 billion in retail sales by the year 2025''' ([https://www.nonwovens-industry.com/issues/2021-03-01/view_features/adult-incontinence-growth-continues-572217/ source]) * '''Growth in the adult-diaper market is outpacing''' that of every other paper-based household staple (Bloomberg) * An uptick in adult incontinence sufferers has made this category not only the fastest growing absorbent hygiene category, but also the most rapidly proliferating segment as manufacturers work hard to meet the ever changing needs of these consumers ([https://www.nonwovens-industry.com/issues/2022-03-01/view_features/adult-incontinence-hygienes-fastest-growing-segment/ source])
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