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The rise in single American women should be great for activewear brands


share of unmarried American women is on the rise as more women in the US delay marriage or forgo nuptials entirely.

That should be good news for activewear brands, analysts from the investment firm Morgan Stanley predicted in a recent research note.

Based on data from the US census, the firm estimates that by 2030, roughly 45% of “prime working age” American women, which Morgan Stanley defines here as those between 25 and 44, will be single.* This would be the largest share in history, up from the 41% share measured in 2018. Meanwhile, more women also are earning college degrees and working, increasing their spending power.

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