Lubrizol employees recently stated that the increase in demand for elastomers and thermoplastic polyurethanes is due to young consumers’ desire for more comfortable apparel.
Kenneth Kim, Lubrizol Sports and Entertainment Marketing Manager, said at the NPE 'interestingly, young people are starting to see this trend, and older people are following the trend'.
Kim said that about a decade ago, with the advent of the Millennials, the popularity of sportswear became popular as casual wear, partly because the younger generation was sporting.
Kim points out that for decades, the insole was predominantly made of ethylene vinyl acetate (EVA). Now the market opens the door to TPU and takes a step toward comfort and durability.
Kim said that although TPU soles ultimately make shoes more expensive, they are also more valuable due to higher performance.
He pointed out that 'TPU also has energy feedback, about 60%. 'If you are a runner, energy feedback is very important, this trend is not limited to footwear.
Kim said that 'they are a generation that pays more attention to society. They want less ownership, more sharing, more experience, and willingness to share on social networks, all of which merge into a larger consumer group.
However, the comfort factor has made the old generation's consumption power rise. Although the younger generation is good at grasping trends and popularizing, the older generation has stronger purchasing power. 'For example, Victoria’s secret. Everyone thinks that the consumer groups are more than 20, more than 30 Ms., but actually the largest consumer group is 45 years of age or older.