Abstract
Much attention has been paid recently to overweight and obesity in the U.S.
But we' re not exclusively a nation of couch potatoes. Indeed, as two new
reports from Packaged Facts demonstrate, the active consumer is alive, well,
affluent - and spending money on fitness-related products. The Fit Consumer in
the U.S. and Sports Nutritional Products in the U.S., both from Packaged
Facts, offer marketers unique insights into the behaviors, attitudes and
product-buying habits of consumers who pursue an active lifestyle (or, at the
very least, indulge in the product trappings of the fit).
Abstract: The Fit Consumer in the U.S.: Tapping into the Active Lifestyles
of Sports and Fitness Participants
This innovative brand new Packaged Facts report provides a detailed analysis
of the attitudes and behavior of “Fit Consumers,” who are defined
as the 50 million adult Americans who exercise at least three times a week and
participate in at least one sport every chance they get. Fit Consumers are
highly affluent, with an average household income that exceeds $87,000 and is
54% higher than the income of other households.
The report begins with an overview of the Fit Consumer market, including an
assessment of the size and growth of the market and a demographic profile of
Fit Consumers. A separate chapter analyzes the core values that form the
foundation of the consumer behavior of Fit Consumers.
The next section of the report provides a detailed analysis of the steps Fit
Consumers take to stay fit and keep healthy. One chapter focuses on how Fit
Consumers manage their health and analyzes the role of healthy eating in the
Fit Consumer lifestyle. A separate chapter takes an in-depth look at the
sports and fitness activities pursued by Fit Consumers.
Another section of the report analyzes the consumer behavior of Fit Consumers.
One chapter provides an overview of Fit Consumers from the standpoint of
personal finance, brand awareness and shopping behavior. Another examines the
attitudes and behavior of Fit Consumers in the automotive, travel, fashion,
and consumer electronics areas. The report then analyzes how the attitudes and
behavior of Fit Consumers vary in terms of the sports they pursue.
The report concludes with a section analyzing evolving trends in the Fit
Consumer market. It contains a chapter on trends in media usage by Fit
Consumers and a chapter on strategic trends and marketing opportunities in the
Fit Consumer market.
The Fit Consumer in the U.S.: Tapping into the Active Lifestyles of Sports and
Fitness Participants is based on information collected directly from firms
active in the fit consumer market as well as a comprehensive analysis of
relevant industry and trade publications. The principal primary research
source is the Fall 2006 Simmons National Consumer Survey (NCS). The report
also cites relevant data from key industry and trade associations.
Abstract: Sports Nutritional Products for Active Lifestyles in the U.S.
The sports nutritional products market in the U.S. is flexing its muscles and
extending into a broader consumer market that is not so much about sports as
it is about the fit lifestyle. Take note of the robust market growth in 2006,
which saw a 23% gain over 2005 retail sales of $4.5 billion. This success was
driven by the beverage category. The big question for the future is, can bars
& gels and supplements capture that same sort of success? And the answer is
yes, by integrating broader health benefits into new product launches.
Faced with a changing consumer landscape, the sports nutritionals market is
well-placed to drive innovation and sales by stepping out of the sports zone
through the exploration of category cross-fertilization, functionality hot
buttons (such as organics, probiotics and the glycemic index) and new age
sensory and emotional benefits. This is especially important for growth in the
bars & gels and supplements categories. Both will need to integrate broader
ranges of benefits into new product launches to spur sales.
Sports Nutritional Products for Active Lifestyles in the U.S. analyzes sales
and growth potential for three main categories: beverages, bars & gels, and
supplements. The report surveys marketing and new product trends and dissects
consumer demographics by major categories, selected brands and selected
activities. The report also tracks variations in general nutrition- and
health-related attitudes among adult consumers and addresses the following
segments:
- The Market (including market size and composition, and projected market
growth)
- The Marketers (including discussions of specific marketer brand and market
shares)
- The Consumer
- The Products
- Trends and Opportunities
Plus, you' ll benefit from extensive data, presented in easy-to-read and
practical charts, tables and graphs.
The information in Sports Nutritional Products for Active Lifestyles in the
U.S. is based on both primary and secondary research. Primary research
involved on-site retail examinations, interviews with marketing and industry
analysts. Secondary research entailed data-gathering from relevant trade,
business, and government sources, including company literature. Packaged Facts
has derived mass-merchandiser sales figures from Information Resources, Inc.
(IRI) InfoScan sales-tracking data. Figures provided on national consumer
advertising expenditures are based primarily on data (copyright 2006) compiled
by TNS Media Intelligence, the leading provider of strategic advertising and
marketing communications intelligence. The analysis of consumer demographics
derives from Simmons Market Research Bureau survey data for fall 2006. New
product information is gathered via literature research, personal interviews
and data compiled by Productscan, a service of Datamonitor.
How You Will Benefit from these Reports
Fit Consumers represent an attractive target not only for marketers of
products and services tied directly to their active lifestyles, such as
fitness equipment, health clubs, sporting goods, athletic shoes, outerwear,
and vitamins and other supplements. Fit Consumers also are more likely to go
shopping frequently, both at the mall and online; buy new cars; own mutual
funds; travel extensively; pamper themselves with a wide range of
personal-care products, and keep up with the latest consumer electronics
products. With an aggregate household income of $2.2 trillion, Fit Consumers
represent a unique and fast-growing segment of the American consumer economy,
and sports nutritional products are important products of choice for this
cohort.
If your company is already competing in the sports nutritional products
market, or is considering making the leap to target active and fit consumers,
you will find both these reports invaluable, as they provide comprehensive
packages of information and insight not offered anywhere else. You will gain a
thorough understanding of the current market, as well as projected sales and
trends through 2011. Contributing to that understanding will be a complete
analysis of sales data from IRI and Simmons data along with other published
and trade sources.
These reports will help:
- Marketing Managers identify market opportunities and develop targeted
promotion plans.
- Research and development professionals stay on top of competitor
initiatives and explore demand for products in the sports nutritional arena
and other products targeting Fit Consumers.
- Advertising agencies to develop messages and images that compel Fit
Consumers to purchase these products.
- Business development executives understand the dynamics of the market and
identify possible partnerships.
- Information and research center librarians provide market researchers,
brand and product managers and other colleagues with the vital information
they need to do their jobs more effectively.
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