Exercise Trends - US - October 2009

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Data sources
• Consumer survey data
• Advertising creative
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• A sedentary nation in need of motivation
• Insights and opportunities
• Wanting new products
• Sometimes you can get what you want
• Drivers and threats to exercise
• Drivers
• Threats
• Who is exercising and why
• The logistics of exercise:
• What
• When
• Where
• Challenges and shunning exercise
• Exercise through the Years
• Key points
• Exercising less
  • Figure 1: Percentage of Americans participating in regular physical activity, by age, 1999/2000-2005/06
• Three types of Americans
• The evolution of exercise
  • Figure 2: Popular sports, 2000 and 2008
• Age and exercise habits
  • Figure 3: Top 20 sports played/participated in, by age, February 2008-March 2009
• Drivers and Threats
• Key points
• Drivers
• Threats
• Drivers
• The novel and the new
• Exercising on the cheap
  • Figure 7: Popular sports, gains and declines in participation, 2007 and 2008
• Insurers push Americans to get in shape
• Threats
• Less leisure time
  • Figure 8: Hours available for leisure per week, 1973-2008
  • Figure 9: Households, by type, 1995-2005
• Suburban sprawl leads to a sedentary lifestyle
  • Figure 10: Times spent commuting to and from work, August 2007
• The obesity epidemic
  • Figure 11: Age-adjusted prevalence of overweight and obesity among U.S. adults aged 20+, 1998/94-2005/06
• Recessions are bad for your health
• The recession as double-edged sword
• Innovation and Innovators
• High-tech workouts
• The next great workout craze
• What' s next
• Brands and the Advertising Landscape
• Overview
  • Figure 12: Ad expenditures for exercise-related products, 2007 and 2008
• Brand analysis: Nintendo' s Wii Fit
  • Figure 13: Wii Fit brand qualities
  • Figure 14: Wii Fit--clip 1, 2008
  • Figure 15: Wii Fit--clip 2, 2009
• Brand analysis: EA SPORTS Active
  • Figure 16: EA SPORTS Active brand qualities
• Target group: Young women
  • Figure 17: EA SPORTS Active--targeting women, 2009
• Target group: Overweight and obese
  • Figure 18: EA SPORTS Active--targeting overweight/obese, 2009
• The Biggest Loser
  • Figure 19: Biggest Loser brand qualities
  • Figure 20: The Biggest Loser, 2009
• Exercise Habits--The 5 Ws: Who
• Key points
• Who' s working out: A snapshot
  • Figure 21: Exercise, by gender, age, HH income and race/Hispanic origin, July 2009
• A social experience for women
  • Figure 22: Social preference for exercising, by gender, July 2009
• Exercise Habits--The 5 Ws: What
• Key points
• Men and women exercise differently
  • Figure 23: Exercise activities/equipment used, by gender, July 2009
• Age and exercise habits
  • Figure 24: Exercise activities/equipment used, by age, July 2009
• Exercise Habits--The 5 Ws: When
• Key points
• Most exercise less than an hour
  • Figure 25: Length of average workout, by gender, July 2009
• Older and less active
  • Figure 26: Length of average workout, by age, July 2009
• 18-24 year olds exercising at night
  • Figure 27: Time of day usually participate in exercise, by age, July 2009
• Exercise Habits--The 5 Ws: Where
• Key points
• Wanting to work out at the home and the office
  • Figure 28: Attitudes towards exercise locations, by gender, July 2009
• 25-44 year olds embarrassed to go to the gym
• Health club offerings
• At-home appeals
  • Figure 29: Attitudes towards exercise locations, by age, July 2009
• Exercise Habits--The 5 Ws: Why
• Key points
• Health and self-esteem drive exercise
  • Figure 30: Reasons for working out, by gender, July 2009
• From vanity to health with age
  • Figure 31: Reasons for working out, by age, July 2009
• Saying one thing and doing another
  • Figure 32: Health benefits of exercise, by gender, July 2009
• Young exercising for enjoyment and indulgence
  • Figure 33: Health benefits of exercise, by age, July 2009
• Challenges and Hurdles
• Key points
• Lack of motivation, time, and boredom
  • Figure 34: Challenges to exercise, by gender, July 2009
• The young and the restless
  • Figure 35: Challenges to exercise, by age, July 2009
• Products and Ideas to Increase Exercise
• Key points
• New devices and exercise routines wanted
  • Figure 36: Habits associated with exercise, by gender, July 2009
• 18-34 year olds most interested in new products
  • Figure 37: Habits associated with exercise, by age, July 2009
• Presence of children drives interest in new products
  • Figure 38: Habits associated with exercise, by presence of children in the HH, July 2009
• The Other Side of the Story
• Key points
• Women and under-55s responsive to health messages
  • Figure 39: Opinions about exercise by those who do not exercise, by gender and age, July 2009
• Women and over-55s: not enough time or motivation
  • Figure 40: Attitudes towards exercise by those who do not exercise, by gender and age, July 2009
• Even younger non-exercisers want to be active
  • Figure 41: Attitudes towards location of exercise by those who do not exercise, by gender and age, July 2009
• Race and Hispanic Origin
• Key points
• Blacks exercise the least often
  • Figure 42: Frequency of exercise per week, by race and Hispanic origin, February 2008-March 2009
• Different sports for different ethnicities
  • Figure 43: Top 20 sports played/participated in, by race/Hispanic origin, February 2008-March 2009
• Blacks and Hispanics want new products
  • Figure 44: Habits associated with exercise, by race/Hispanic origin, July 2009
• Appendix: Other Useful Consumer Tables
• Age dictates fitness social preferences
  • Figure 58: Social preference for exercising, by age, July 2009
• Employment and fitness trends
  • Figure 59: Time of day usually participate in exercise, by employment status, July 2009
  • Figure 60: Challenges to exercise, by employment status, July 2009
  • Figure 61: Reasons for working out, by employment status, July 2009
• Affluent and active
  • Figure 62: Top 20 sports played/participated in, by HH income, February 2008-March 2009
  • Figure 63: Where exercise, by HH income, February 2008-March 2009
• Children and the decreasing exercise drive
  • Figure 64: Frequency of exercise per week, by presence of children in HH, February 2008-March 2009
  • Figure 65: Reasons for working out, by presence of children in HH, July 2009
• Appendix: Trade Associations