A report from investment consulting firm McKinsey & Co. shows that hedge funds are substantially moving into the US retail mainstream market. It appears that by 2015 one quarter of the revenues and as much as a 13% of the share of US retail fund assets will come from retail alternative funds. These figures indicate a sharp shift for hedge funds, almost doubling their presence in the sector, which in 2011 was roughly 7%. Additionally, the report indicates that alternative investments have been growing much faster than non-alternative, surpassing the 2007 peak levels. The study, conducted in collaboration with Institutional Investors, also reports a clear investment trend showing that small firms (less then $1 bn) continue to invest in funds of hedge funds while mid-size firms invest directly into hedge funds.