Information on the Target

We are pleased to announce our investment in Aire, a brand dedicated to transforming perceptions of aging and incontinence. Founded by CPG veteran Nivedita Venkateish, Aire primarily focuses on providing innovative solutions for seniors. Its inaugural product line, launched in Singapore in mid-2023, includes Adult Pull-Up Pants designed to be softer, more absorbent, and more effective than traditional alternatives.

Aire is not merely a product or a brand; it symbolizes a fundamental shift in how society views aging. The company is committed to ensuring comfort, security, and a higher quality of life for millions of senior citizens in Southeast Asia.

Industry Overview in Southeast Asia

Southeast Asia is experiencing a significant demographic shift, with an aging population that is rapidly changing consumer spending dynamics. According to the World Health Organization (WHO), the percentage of individuals aged 60 and above in the Southeast Asian region was 9.8% in 2017, projected to rise to 13.7% by 2030 and 20.3% by 2050. This shift represents a substantial market opportunity often overlooked in favor of younger demographics.

The aging economy in the Asia-Pacific region is anticipated to reach an impressive $4.6 trillion by 2025, serving over 600 million seniors. Despite longstanding perceptions that older consumers are less likely to spend impulsively, market analysts predict this demographic will account for more than 50% of all consumer expenditure by 2030.

Countries like Singapore and Thailand are on track to become super-aged societies, with over 20% of their populations over the age of 65. This demographic change will inevitably increase demand for products and services specifically designed for older adults, creating unmet needs in the market.

Moreover, the pandemic has accelerated digital adoption among older consumers, with surveys indicating that 70% of seniors aged 55 and above now engage in e-commerce. This technology adoption is broadening their shopping habits, showcasing a varied interest in online purchases that transcends traditional consumer expectations.

The Rationale Behind the Deal

Realizing the pressing challenges associated with aging, DSG Consumer Partners has pinpointed Aire as a promising early adopter in the silver economy within Southeast Asia. This investment reflects our commitment to exploit the burgeoning opportunities within this largely underserved market.

Aire aims to redefine the aging experience by directly addressing incontinence—an often-stigmatized subject. We believe that Aire's innovative approach can effectively bridge the gap for older adults by offering products that genuinely meet their needs and enhance their quality of life.

Information About the Investor

DSG Consumer Partners is a consumer-focused investment firm dedicated to identifying and nurturing disruptive ideas with meaningful impacts. We specialize in targeting markets that are undergoing significant transformations, particularly those related to evolving consumer demographics. Our investment strategy emphasizes the importance of creating brands that truly resonate with their intended audience, especially in the context of an aging population.

By recognizing the multifaceted needs of the senior generation, DTS sees enormous potential in companies like Aire that focus on delivering innovative solutions. Our extensive experience will guide Aire as it navigates the complexities of this critical market.

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Aire's entry into the adult incontinence market positions it well for future growth, especially with the anticipated surge in the aging population across Southeast Asia. Given our analysis of consumer trends and demographic shifts, we believe Aire is making a timely and strategic move that could yield substantial returns.

The potential for the brand to cultivate trust within a segment often overlooked by traditional marketers is significant. Specifically, as Aire continues to engage with its audience, it has the opportunity to redefine the senior consumer experience by promoting a narrative centered around dignity and independence.

Moreover, its commitment to building partnerships with senior communities and utilizing social media channels for outreach is a forward-thinking strategy that aligns with contemporary marketing trends. The brand’s responsiveness to customer feedback and the ability to adapt products accordingly will further strengthen its market position.

In conclusion, Aire represents a promising investment opportunity due to its innovative product line, the emotional connection established by its founder, and the extensive market potential within the aging demographic. As consumers increasingly seek meaningful and empathetic solutions, we are confident that Aire will thrive in this emerging landscape.

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