American consumers are becoming increasingly concerned with fitness. And that can lead them to make a plethora of different purchases ranging from gym memberships and classes to workout gear and other equipment. According to a report from IBISWorld, gym memberships and fitness related purchases are likely to gain even more popularity as disposable income increases. So how many expect to make fitness purchases in the coming year? And what brands are most likely to benefit from this growing trend? We asked 1,000 respondents about their buying habits and their thoughts on different types of fitness purchases.
In Ask Your Target Market’s latest online survey, 25% of respondents said that they’ve bought many different health or fitness related items within the past year. And 43% said they’ve made at least one health related purchase in the past year. Of those respondents, 70% said that they’ve purchased workout gear. And 29% said they’ve bought gym memberships.
Looking forward, 45% of respondents said that they’re at least somewhat likely to purchase gym memberships or some kind of fitness equipment within the next year. The top fitness brands mentioned by respondents include Nike, Under Armour, Reebok, Adidas, Fitbit and Champion.
According to Personality Radar, those who are likely to purchase fitness gear and gym memberships in the next year are likely to be social, tech-savvy consumers. And their other interests and hobbies are likely to include tech-related leisure activities like video games and online shopping.
Fitness related purchases are likely to be popular with about half of consumers in the coming year. So it’s important for brands in the space to know how to target the right consumers. It’s probably not surprising that those who are interested in fitness also tend to be active and social. But they also tend to be fairly tech savvy and spend a lot of time online. To mix those attributes into a marketing strategy, brands could potentially use techniques like targeting ads on social media based on what people’s connections like and purchase. So if you have people who have bought a certain fitness related product or service, showing an ad to that person’s friends who have similar habits could be a beneficial step. Brands could also potentially utilize mobile advertising or even location based campaigns, especially for local businesses like gyms.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
Photo Credit: Participation in sport / Lefelau cyfranogiad mewn chwaraeon by National Assembly for Wales under CC BY 2.0
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on March 8 via AYTM’s online survey panel.