Half their demand is from guys 40 to 50 years old. |
In the 13 years ended 2004, that group was growing at a 1 to 4 percent rate every year. Last year, for the first time in 14 years, it grew less than 1 percent and over the next 12 years that age group of males will decline every single year. They?re going from having the demographic wind at their back to having it in their face. |
It was the first time they lowered expectations since going public in 2002. It created an uncertainty. |