Fitness – Consumer TrendSights Analysis, 2023

Fitness – Consumer TrendSights Report Overview

Consumers are taking ownership of the health crisis and seek out products that allow them greater control of their personal fitness levels. A 360-degree approach to health and wellness continues to be important as most consumers now accept that they cannot have good physical fitness long term without also taking care of their mental well-being. Self-medicating is framed as an important preventative health measure instead of reliance on curative action.

The fitness consumer trendsights research report will help to recognize what has driven the evolution of consumer attitudes so far, and why brands must incorporate fitness attributes and features. The report will also help to identify where the market is going and how consumers react in different categories.

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Fitness Trendsights - Importance

A shortage of time and money resources post-pandemic is driving demand for fitness shortcuts and health hacks that better accommodate altered and hybrid lifestyles. Consumers are even willing to pay a premium for added functionality products which are now seen as a long-term investment in the face of macroeconomic uncertainty and increased life expectancy.

While age is a significant factor in how consumers access fitness products and services, the impact of hybrid working on different aspects of health and wellness is also now a key concern. Thus, many brands are launching more personalized products, such as convenient yet healthy pre-prepared breakfast and lunch meals, to accommodate disrupted eating habits and functional beverages to aid concentration. While nearly all consumers are short of time, they require different types of products to balance this with their fitness needs, influenced by demographic and lifestyle factors.

Key Trend Drivers in the Fitness

The key trend drivers for fitness are consumer education, health, and wellness influencers, and focus on research and development among others.

Consumer education – Consumers have a greater understanding of health and wellness in the modern era thanks to scientific research, media, subsidized government services, and more, recently social media. This leads consumers to make more considered purchasing choices and demand “better-for-you” products.

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Fitness – Innovations by Brands

Brands are finding one of the most effective ways to leverage holistic health trends is by incorporating wonder ingredients into formulations. Nootropics, adaptogens, and medicinal ingredients continue to create a buzz among health-conscious consumers. For instance the Minute Maid of China.

Minute Maid, China: The sparkling soft drink contains real lemons and is free from sugar and fat. Most crucially, it flags zinc content which is said to improve skin health. Also, niacin is important for good metabolism. This product leverages “beauty from within” trends promoting the idea that consumers can enjoy products that make them feel good on the inside (metabolic health) as well as the outside (skin health).

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Fitness – Future Outlook

The progression of the fitness trend may be hampered by regulation. However, it will be driven forward in the next decade by ongoing scientific research and technological developments. The research and technological developments will enhance the understanding of health and wellness among brand and consumers.

Scope

• A shortage of time and money resources post-pandemic is driving demand for fitness shortcuts and health hacks which better accommodate altered and hybrid lifestyles.

• Consumers are even willing to pay a premium for added functionality products which are now seen as a long-term investment in the face of macroeconomic uncertainty and increased life expectancy.

• Brands are under pressure to offer genuinely impactful products faced with growing regulation and fad fatigue.

• While progression of the Fitness trend may be hampered by regulation, overall, it will be driven forward in the next decade by ongoing scientific research and technological developments which will further brand and consumer understanding of health and wellness.

Key Highlights

• A shortage of time and money resources post-pandemic is driving demand for fitness shortcuts and health hacks which better accommodate altered and hybrid lifestyles.
• Consumers are even willing to pay a premium for added functionality products which are now seen as a long-term investment in the face of macroeconomic uncertainty and increased life expectancy.
• Brands are under pressure to offer genuinely impactful products faced with growing regulation and fad fatigue.
• While progression of the Fitness trend may be hampered by regulation, overall, it will be driven forward in the next decade by ongoing scientific research and technological developments which will further brand and consumer understanding of health and wellness.

Reasons to Buy

• Recognize what has driven the evolution of consumer attitudes so far, and why brands must incorporate Fitness attributes and features.
• Identify where the market is going and how consumers react in different categories.
• Access valuable strategic take-outs to assist future decision-making and product development.