Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- The consumer
- Healthy eating vs exercise, which contributes more to overall health?
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- Figure 1: Attitudes towards role of healthy eating vs doing sports and health benefits and social benefits of doing sports, January 2018
- Do people really love sports or just follow the fitness fever?
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- Figure 2: Attitudes towards benefits of sports, % any agree, by consumer group, January 2018
- Figure 3: Preferences towards varied sports types, % any agree, by consumer group, January 2018
- Looking good vs improving fitness, which claim lures people to spend?
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- Figure 4: Purchase changes of sports-related products and services compared to six months ago, January 2018
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- Figure 5: Purchase changes of paying to watch live sports, January 2018
- How to generate more profits by tapping into the ‘right’ sports?
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- Figure 6: Sports that consumers spend time on following vs sports that consumers have played in the last six months, January 2018
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- Figure 7: Attitudes towards doing varied sports and playing e-sports, January 2018
- What prevents people from doing sports (especially in gyms)?
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- Figure 8: Reasons for reducing frequency of doing sports in the last six months, January 2018
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- Figure 9: Changes of where to do sports, January 2018
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- Figure 10: Reasons for reducing frequency of doing sports in sports and exercising venues in the last six months, January 2018
- Chinese vs foreign brands, which are people’s favourite?
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- Figure 11: Top 15 favourite brands of sports products, January 2018
- What we think
Issues and Insights
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- Fitness should be an holistic, mindful experience
- The facts
- The implications
- The rising popularity of smart fitness
- The facts
- The implications
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- Figure 12: Examples of North-western University’s sweat patch and L’Oréal UV sensor
The Consumer – What You Need to Know
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- Meaning of doing sports is beyond health
- Ball games and outdoor sports attract more people
- It has been a good year for the sportswear market
Attitudes towards Sports and Exercise
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- Involvement in fitness is relatively lower in China
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- Figure 13: Frequency of participation in sports and fitness activities in the last 6 months, by country, July 2017 in China, July 2016 in the US, July 2016 in the UK, January 2017 in Canada
- Eating right is more important than exercising
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- Figure 14: Attitudes towards role of healthy eating vs doing sports played in staying healthy, January 2018
- Health improvement is far more than doing sports
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- Figure 15: Attitudes towards health benefits of doing sports, January 2018
- Sports topics are a new social currency
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- Figure 16: Attitudes towards social benefits of doing sports, January 2018
Consumer Segmentation
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- Diversified motivators in life: food, fashion and function
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- Figure 17: Consumer groups segmented based on their attitudes, January 2018
- Consumer profile of Sports Enthusiasts
- Strongly hold belief in the great importance of doing physical sports
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- Figure 18: Attitudes towards benefits of sports, % any agree, by consumer group, January 2018
- Focused and single-minded when watching sports events
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- Figure 19: Sports-related things done in the past 12 months, by consumer group, January 2018
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- Figure 20: Things done when watching a sports event, by consumer group, January 2018
- Prefer playing sports that are popular, diversified and team-oriented
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- Figure 21: Attitudes towards preferences towards varied sports types, % any agree, by consumer group, January 2018
- Tend to go out of home to do sports
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- Figure 22: Having done sports more often in different locations, by consumer group, January 2018
- Have a practical mindset when purchasing sports-related products
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- Figure 23: Selective sports-related services that are being used now, by consumer group, January 2018
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- Figure 24: Having spent more money on sports apparel and shoes compared to 6 months ago, by consumer group, January 2018
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- Figure 25: Attitudes towards the importance of healthy eating vs doing sports, % any agree, by consumer group, January 2018
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- Figure 26: Having spent more on sports-related food and drinks compared to 6 months ago, by consumer group, January 2018
Most Popular Sports
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- Badminton and basketball make it a two-horse race
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- Figure 27: Sports consumers spend time on following, January 2018
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- Figure 28: Sports played in the last six months, January 2018
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- Figure 29: The proportion of sports lovers (ie who not only are interested in following news about the sport but also play the sport), January 2018
- Marathon and cycling likely to continue to be popular sports
- E-sports are not an enemy to a healthy lifestyle
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- Figure 30: Attitudes towards e-sports, January 2018
- Relationship between different sports
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- Figure 31: Attitudes towards doing varied sports, January 2018
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- Figure 32: Sports played in the last six months, by sports played, January 2018
- Figure 33: Strongly agree that ‘Doing different types of sports is better for health than sticking to one type’, by sport lover, January 2018
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- Figure 34: Strongly agree that ‘Sports topics are helpful in building friendship’, by sport lover, January 2018
- Influencing factors of sports preferences
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- Figure 35: Sports played in the last six months, by gender, January 2018
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- Figure 36: Sports played in the last six months, by generation, January 2018
Barriers to Doing Sports
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- Is cold weather the fundamental barrier to doing sports?
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- Figure 37: Reasons for reducing frequency of doing sports in the last six months, January 2018
- Why people lapse usage of sports/exercising venues?
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- Figure 38: Reasons for reducing frequency of doing sports in sports and exercising venues in the last six months, January 2018
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- Figure 39: Examples of workout pod
Where to Do Sports
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- Prefer outdoor or indoor?
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- Figure 40: Changes of where to do sports, January 2018
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- Figure 41: Having done more sports in different locations compared to 6 months ago, by gender, January 2018
- The growing market of home gyms
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- Figure 42: Frequency of doing sports in different locations, December 2017
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- Figure 43: Examples of exercise desk
- Lower motivation to use fitness centres frequently
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- Figure 44: Frequency of doing sports in different locations, December 2017
- Figure 45: Frequency of doing sports in different locations among self-claimed professionals in sports and exercise (eg athlete, coach), December 2017
- Sports location preferences across company type
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- Figure 46: Having done more sports compared to 6 months ago in different locations, by company type, January 2018
Purchase Trends
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- Most consumers spend the same on varied sports-related categories
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- Figure 47: Purchase changes of sports-related products and services compared to six months ago, January 2018
- Optimisation opportunities for sports-related drinks
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- Figure 48: Attributes associated with different types of sports-related drinks brands, January 2017
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- Figure 49: Consumption of different sports-related foods, January 2018
- Fitness classes and equipment preferences across age and gender
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- Figure 50: Having spent more money on home gym equipment vs fitness classes compared to 6 months ago, by age and gender, January 2018
- Figure 51: Living status, by age, January 2018
- Desire for paying for live sports
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- Figure 52: Purchase changes of watching live sports, January 2018
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- Figure 53: Having spent more on paid live sports competitions, by consumer group, January 2018
Favourite Sports Brands
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- The top three brands account for the lion’s share
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- Figure 54: Spontaneous answers to favourite brands of sports products, January 2018
- Are Chinese brands doing well?
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- Figure 55: Top 15 favourite brands of sports products, January 2018
- Consumer preferences of the top three
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- Figure 56: Spontaneous answers to favourite brands of sports products, by age, January 2018
- Figure 57: Personal income, by age, January 2018
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- Figure 58: Spontaneous answers to favourite brands of sports products, by number of children, January 2018
- Figure 59: Spontaneous answers to favourite brands of sports products, by city tier, January 2018
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- Figure 60: Spontaneous answers to favourite brands of sports products, by occupation, January 2018
- Figure 61: Personal income, by occupation, January 2018
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- Figure 62: Lifestyle statement, by occupation, January 2018
Different Sports Lovers’ Preferences
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- Sports programmes watching behaviours
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- Figure 63: Sports programmes watching preferences, by ways of watching sports, January 2018
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- Figure 64: Having spent more on watching live sports compared to 6 months ago, by sport lover, January 2018
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- Figure 65: Sports popularity ranking, January 2018
- Social media following behaviours
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- Figure 66: Sports following preferences, by sport lover, January 2018
- Food and drinks purchase
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- Figure 67: Having spent more on sports-related food and drinks compared to 6 months ago, by sport lover, January 2018
- Fitness classes and equipment purchase
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- Figure 68: Having spent more on fitness classes and equipment compared to 6 months ago, by sport lover, January 2018
- Apparel and shoes purchase
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- Figure 69: Having spent more on apparel and shoes compared to 6 months ago, by sport lover, January 2018
Meet the Mintropolitans
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- More into sports participation due to passion not social pressure
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- Figure 70: Consumer segmentation based on their attitudes, by consumer classification, January 2018
- Figure 71: Having done more sports in different locations compared to 6 months ago, by consumer classification, January 2018
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- Figure 72: Having spent more money on fitness classes and equipment compared to 6 months ago, by consumer classification, January 2018
- Which sports-related categories will see better performance?
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- Figure 73: Having spent more money on sports-related clothing and food compared to 6 months ago, by consumer classification, January 2018
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- Figure 74: Sports played in the last six months, by consumer classification, January 2018
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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