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Fitness in the Home - UK - June 2009

This report, which carries the tagline “Taking advantage of the desire to save time and money”, examines consumer behaviour in the in-home fitness market, primarily in terms of equipment ownership, exercise habits and attitudes towards health and fitness. It also explores the factors affecting market growth, identifies current trends and innovations, assesses how the market is changing and outlines future developments.

Developments in technology have driven the in-home fitness market in recent years, most notably the launch of the Nintendo Wii Fit, which has changed the way we exercise in the home by introducing an element of social interaction and fun but its broad appeal has encouraged those who would not normally engage in any sort of sport or exercise to get off the couch. In terms of the in-home fitness equipment sector, technological advances have brought new products in to the market that allow gamers to exercise whilst playing computer games, the inclusion of virtual trainers, exercise bikes which simulate the experience of riding outdoors and training machines that combine three different types of exercise in one piece of equipment. The celebrity culture continues to drive the fitness DVD market with the majority of leading titles endorsed by TV presenters or soap stars.

Main issues

Are time and/or cost restrictions leading consumers to exercise at home?

What impact has the Wii had on the public’s exercise habits?

What other new technology has impacted on in-home fitness?

What are the key attitudes towards healthy eating and sport and exercise?

How can more people be encouraged to exercise – is in-home fitness a good means of people taking the first step?

What is the appeal of in-home fitness vs out-of-home fitness?

What are the changes in the distribution model for fitness equipment?

How important are celebrity endorsements in promoting in-home fitness products, in particular fitness DVDs?

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • House workout
              • Mintel Inspire
                • Opportunity
                  • Double whammy
                    • Mintel Inspire
                      • Opportunity
                        • Going for grey
                          • Opportunity
                            • Get your five a week
                              • Opportunity
                              • Market in Brief

                                • A fit market
                                  • Recession proofing
                                    • The Wii way
                                      • A third does it...
                                        • ...but time and motivation key barriers
                                          • Celeb sells
                                            • Technology drives the market
                                              • Click to shop...
                                                • …and sweat
                                                  • Harnessing the Wii and 3 in 1
                                                    • Campaign for healthy lifestyles
                                                    • Internal Market Environment

                                                      • Key points
                                                        • Tackling obesity?
                                                          • Figure 1: Body mass index (BMI) amongst men, by age, 2003, 2006 and 2007
                                                          • Figure 2: Body mass index (BMI) amongst women, by age, 2003, 2006 and 2007
                                                        • Future fats
                                                          • Figure 3: Projection of overweight and obesity prevalence among adults in England, 2003-50
                                                        • Health care
                                                          • Figure 4: Those who agree 'I really look after my health', 2002-08
                                                        • Getting active
                                                          • Figure 5: Those who do some form of sport or exercise at least once a week, by age, 2002 and 2008
                                                        • Spending in or out of the home?
                                                          • Figure 6: Consumer expenditure on selected leisure goods and activities, 2003-08
                                                        • Healthy sells
                                                          • Figure 7: Top 10 men’s magazines, July-December 2008
                                                        • I’m a celebrity... work out with me!
                                                          • Figure 8: Top 10 fitness DVD titles, 2008
                                                        • Converting interest rates...
                                                          • Figure 9: Any interest in named sports/pastimes, 2004-08
                                                        • ...into action
                                                          • Figure 10: Sports/pastimes taken part in regularly/occasionally, 2004-08
                                                        • Keep fit on the up
                                                          • Figure 11: Trend in sports equipment ownership, 2004-08
                                                        • Health club visits on the up...
                                                          • Figure 12: Trends in visiting leisure centres, gyms and health clubs, 2006-08
                                                        • ...with local authorities taking the lion’s share
                                                          • Figure 13: Types of leisure centres, gyms and health clubs visited, 2006-08
                                                        • Technology drives the market
                                                        • Broader Market Environment

                                                          • Key points
                                                            • Feel the crunch
                                                              • Figure 14: Trends in personal disposable income and consumer expenditure, 2004-14
                                                            • Jobless not all bad news
                                                              • Figure 15: UK unemployment rates (seasonally adjusted), 2004-08
                                                            • ABCs continue to grow
                                                              • Figure 16: Forecast adult population trends, by socio-economic group, 2004, 2009 and 2014
                                                            • Unfavourable lifestage trends
                                                              • Figure 17: Forecast adult population trends, by lifestage, 2004, 2009 and 2014
                                                            • Age structure impacts demand
                                                              • Figure 18: Trends in the age structure of the UK population, by gender, 2004, 2009 and 2014
                                                            • Families getting smaller
                                                              • Figure 19: UK household sizes, 2004, 2009 and 2014
                                                            • Get online and get fit!
                                                              • Figure 20: British internet penetration at home/work/place of study or elsewhere, by gender, age, socio-economic group, region and working status, Jan 2003-Jan 2009
                                                            • Work it out
                                                              • Figure 21: Usual weekly working hours, 1996-2008
                                                            • Raising the profile of healthy living
                                                            • Competitive Context

                                                              • Key points
                                                                • The leisure pound
                                                                  • Figure 22: Consumer expenditure on selected leisure goods and activities, 2003-08
                                                                • A sporting interest
                                                                  • Figure 23: Interest in leisure activities and hobbies, 2004-08
                                                                • Well worth the workout
                                                                • Strengths and Weaknesses in the Market

                                                                    • Strengths
                                                                      • Weaknesses
                                                                      • Who’s Innovating?

                                                                        • Key points
                                                                          • Harnessing the power of Wii
                                                                            • Exercising whilst gaming
                                                                              • A step further
                                                                                • Bringing the outdoors inside…
                                                                                  • …and taking the indoors out
                                                                                  • Market Trends

                                                                                    • Key points
                                                                                      • Sales by sector
                                                                                        • Fitness DVDs
                                                                                          • Figure 24: Retail releases of fitness DVDs, 2004-08
                                                                                          • Figure 25: Volume sales of fitness DVDs, 2004-09
                                                                                        • In-home fitness equipment
                                                                                          • Figure 26: Expenditure on sports equipment, 2004-14
                                                                                        • Games consoles
                                                                                        • Companies and Products

                                                                                          • Key points
                                                                                            • Fitness DVDs
                                                                                              • Figure 27: Fitness DVD company shares, 2006-08
                                                                                            • Dance yourself fit
                                                                                              • Figure 28: Top ten fitness DVDs, January 2009
                                                                                            • 2 entertain
                                                                                              • Ministry of Sound
                                                                                                • Universal Pictures
                                                                                                  • In-home fitness equipment
                                                                                                    • Everlast Worldwide
                                                                                                      • Reebok Fitness
                                                                                                        • York
                                                                                                          • Games consoles
                                                                                                            • Nintendo
                                                                                                              • Retailers
                                                                                                                • Amazon
                                                                                                                  • Argos
                                                                                                                    • Game
                                                                                                                      • Other companies
                                                                                                                        • Gamercize
                                                                                                                          • Trixter
                                                                                                                          • Brand Communication and Promotion

                                                                                                                            • Key points
                                                                                                                              • Ad expenditure
                                                                                                                                • Figure 29: Advertising expenditure on key health and fitness products, by selected leading advertisers, 2005-08
                                                                                                                              • Wow Wii
                                                                                                                                • Get social!
                                                                                                                                  • Brand celebrity
                                                                                                                                    • Argos fit
                                                                                                                                      • Fitness professionals
                                                                                                                                      • Where Consumers Participate in Sport or Exercise

                                                                                                                                        • Key points
                                                                                                                                          • Locations of exercise
                                                                                                                                            • Figure 30: Locations for sport or exercise, April 2009
                                                                                                                                          • It’s all in the mix
                                                                                                                                            • Battle of the sexes
                                                                                                                                            • Frequency of Keeping Fit

                                                                                                                                              • Key points
                                                                                                                                                • What and how often?
                                                                                                                                                  • Figure 31: Activities done to keep fit, by frequency, April 2009
                                                                                                                                                • Men work it out...
                                                                                                                                                  • ...whilst women dance themselves fit
                                                                                                                                                  • Exercise Equipment Used

                                                                                                                                                    • Key points
                                                                                                                                                      • Hand weights and video games the most popular
                                                                                                                                                        • Figure 32: Exercise equipment at home, April 2009
                                                                                                                                                      • The gender divide
                                                                                                                                                        • Nintendo covers all bases
                                                                                                                                                          • Part-time workers...
                                                                                                                                                            • ...and low cost students
                                                                                                                                                              • Log on and work out
                                                                                                                                                              • Attitudes Towards Health and Fitness

                                                                                                                                                                • Key points
                                                                                                                                                                  • Time and motivation the major barriers
                                                                                                                                                                    • Figure 33: Attitudes towards health and fitness, April 2009
                                                                                                                                                                  • Body conscious women...
                                                                                                                                                                    • ...who look to the Wii
                                                                                                                                                                      • Finding the time
                                                                                                                                                                        • Time and motivation
                                                                                                                                                                        • How Many Locations for Sport or Exercise?

                                                                                                                                                                          • Key points
                                                                                                                                                                            • The minority vary their exercise locations
                                                                                                                                                                              • Figure 34: Number of locations for sport or exercise, April 2009
                                                                                                                                                                            • The young, free and single mix it up
                                                                                                                                                                              • Home bodies
                                                                                                                                                                              • Appendix – Where Consumers Participate in Sport or Exercise

                                                                                                                                                                                  • Figure 35: Locations for sport or exercise, by demographic sub-group, April 2009
                                                                                                                                                                                  • Figure 36: Locations for sport or exercise, by locations for sport or exercise, April 2009
                                                                                                                                                                              • Appendix – Frequency of Keeping Fit

                                                                                                                                                                                • Regular participation
                                                                                                                                                                                  • Figure 37: Regular participation* in most popular activities to keep fit, by demographic sub-group, April 2009
                                                                                                                                                                                  • Figure 38: Regular participation* in next most popular activities to keep fit, by demographics, April 2009
                                                                                                                                                                                  • Figure 39: Regular participation* in least popular activities to keep fit, by demographic sub-group, April 2009
                                                                                                                                                                                • Any participation
                                                                                                                                                                                  • Figure 40: Any particiption in most popular activities to keep fit, by demographic sub-group, April 2009
                                                                                                                                                                                  • Figure 41: Any participation in next most popular activities to keep fit, by demographic sub-group, April 2009
                                                                                                                                                                                  • Figure 42: Any participation in other activities to keep fit, by demographics, April 2009
                                                                                                                                                                                  • Figure 43: Any participation in least popular activities to keep fit, by demographic sub-group, April 2009
                                                                                                                                                                                  • Figure 44: Locations for sport or exercise, by regular participation in activities to keep fit, April 2009
                                                                                                                                                                                  • Figure 45: Locations for sport or exercise, by regular participation in activities to keep fit, April 2009
                                                                                                                                                                                  • Figure 46: Locations for sport or exercise, by regular participation in activities to keep fit, April 2009
                                                                                                                                                                                  • Figure 47: Locations for sport or exercise, by any participation in most popular activities to keep fit, April 2009
                                                                                                                                                                                  • Figure 48: Locations for sport or exercise, by any participation in next most popular activities to keep fit, April 2009
                                                                                                                                                                                  • Figure 49: Locations for sport or exercise, by any participation in activities to keep fit, April 2009
                                                                                                                                                                                  • Figure 50: Locations for sport or exercise, by any participation in activities to keep fit, April 2009
                                                                                                                                                                              • Appendix – Exercise Equipment Used

                                                                                                                                                                                • Have and use
                                                                                                                                                                                  • Figure 51: Have and use exercise equipment at home, by demographic sub-group, April 2009
                                                                                                                                                                                  • Figure 52: Have and use exercise equipment at home, by demographic sub-group, April 2009
                                                                                                                                                                                • Have but don’t use
                                                                                                                                                                                  • Figure 53: Have but don’t use exercise equipment at home, by demographic sub-group, April 2009
                                                                                                                                                                                  • Figure 54: Have but don’t use exercise equipment at home, by demographic sub-group, April 2009
                                                                                                                                                                                  • Figure 55: Have but don’t use exercise equipment at home, by demographic sub-group, April 2009
                                                                                                                                                                                  • Figure 56: Locations for sport or exercise, by have and use exercise equipment at home, April 2009
                                                                                                                                                                                  • Figure 57: Locations for sport or exercise, by have and use exercise equipment at home, April 2009
                                                                                                                                                                                  • Figure 58: Locations for sport or exercise, by have and use exercise equipment at home, April 2009 (continued)
                                                                                                                                                                                  • Figure 59: Locations for sport or exercise, by have but don’t use exercise equipment at home, April 2009
                                                                                                                                                                                  • Figure 60: Locations for sport or exercise, by have but don’t use exercise equipment at home, April 2009
                                                                                                                                                                                  • Figure 61: Locations for sport or exercise, by have but don’t use exercise equipment at home, April 2009
                                                                                                                                                                                  • Figure 62: Regular participation in activities to keep fit, by have and use exercise equipment at home, April 2009
                                                                                                                                                                                  • Figure 63: Regular participation in activities to keep fit, by have and use exercise equipment at home, April 2009
                                                                                                                                                                                  • Figure 64: Regular participation in activities to keep fit, by have and use exercise equipment at home, April 2009
                                                                                                                                                                                  • Figure 65: Regular participation in activities to keep fit, by have but don’t use exercise equipment at home, April 2009
                                                                                                                                                                                  • Figure 66: Regular participation in activities to keep fit by have but don’t use exercise equipment at home, April 2009
                                                                                                                                                                                  • Figure 67: Have and use exercise equipment at home, by have and use exercise equipment at home, April 2009
                                                                                                                                                                                  • Figure 68: Have and use exercise equipment at home, by have and use exercise equipment at home, April 2009
                                                                                                                                                                                  • Figure 69: Have and use exercise equipment at home, by have and use exercise equipment at home, April 2009
                                                                                                                                                                                  • Figure 70: Have but don’t use exercise equipment at home, by have and use exercise equipment at home, April 2009
                                                                                                                                                                                  • Figure 71: Have but don’t use exercise equipment at home, by have and use exercise equipment at home, April 2009
                                                                                                                                                                                  • Figure 72: Have but don’t use exercise equipment at home, by have but don’t use exercise equipment at home, April 2009
                                                                                                                                                                                  • Figure 73: Have but don’t use exercise equipment at home, by have but don’t use exercise equipment at home, April 2009
                                                                                                                                                                                  • Figure 74: Have but don’t use exercise equipment at home, by have but don’t use exercise equipment at home, April 2009
                                                                                                                                                                              • Appendix – Attitudes Towards Health and Fitness

                                                                                                                                                                                  • Figure 75: Most popular attitudes towards health and fitness, by demographic sub-group, April 2009
                                                                                                                                                                                  • Figure 76: Next most popular attitudes towards health and fitness, by demographic sub-group, April 2009 (continued)
                                                                                                                                                                                  • Figure 77: Locations for sport or exercise, by attitudes towards health and fitness, April 2009
                                                                                                                                                                                  • Figure 78: Locations for sport or exercise, by attitudes towards health and fitness, April 2009 (continued)
                                                                                                                                                                                  • Figure 79: Regular participation in activities to keep fit, by attitudes towards health and fitness, April 2009
                                                                                                                                                                                  • Figure 80: Regular participation in activities to keep fit, by attitudes towards health and fitness, April 2009 (continued)
                                                                                                                                                                                  • Figure 81: Any participation in activities to keep fit, by attitudes towards health and fitness, April 2009
                                                                                                                                                                                  • Figure 82: Any participation in activities to keep fit, by attitudes towards health and fitness, April 2009
                                                                                                                                                                                  • Figure 83: Have and use exercise equipment at home, by attitudes towards health and fitness, April 2009
                                                                                                                                                                                  • Figure 84: Have and use Exercise equipment at home, by attitudes towards health and fitness, April 2009
                                                                                                                                                                                  • Figure 85: Have but don’t use exercise equipment at home, by attitudes towards health and fitness, April 2009
                                                                                                                                                                                  • Figure 86: Have but don’t use exercise equipment at home, by attitudes towards health and fitness, April 2009
                                                                                                                                                                                  • Figure 87: Health and fitness attitudes, by attitudes towards health and fitness, April 2009
                                                                                                                                                                                  • Figure 88: Health and fitness, by attitudes towards health and fitness, April 2009
                                                                                                                                                                              • Appendix – How Many Locations for Sport or Exercise?

                                                                                                                                                                                  • Figure 89: Number of locations for sport or exercise, by demographic sub-group, April 2009
                                                                                                                                                                                  • Figure 90: Locations for sport or exercise, by repertoire groups of locations for sport or exercise, April 2009
                                                                                                                                                                                  • Figure 91: Regular participation in activities to keep fit, by repertoire groups of locations for sport or exercise, April 2009
                                                                                                                                                                                  • Figure 92: Any participation in activities to keep fit, by repertoire groups of locations for sport or exercise, April 2009
                                                                                                                                                                                  • Figure 93: Have and use exercise equipment at home, by repertoire groups of locations for sport or exercise, April 2009
                                                                                                                                                                                  • Figure 94: Have but don’t use exercise equipment at home, by repertoire groups of locations for sport or exercise, April 2009
                                                                                                                                                                                  • Figure 95: Health and fitness, by repertoire groups of locations for sport or exercise, April 2009

                                                                                                                                                                              Companies Covered

                                                                                                                                                                              • Adidas
                                                                                                                                                                              • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                              • Argos
                                                                                                                                                                              • Asda Group Ltd
                                                                                                                                                                              • Blockbuster Entertainment Ltd (UK)
                                                                                                                                                                              • British Broadcasting Corporation (BBC)
                                                                                                                                                                              • British Market Research Bureau (BMRB)
                                                                                                                                                                              • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                              • British Video Association (BVA)
                                                                                                                                                                              • Co-operative Group
                                                                                                                                                                              • ELSPA
                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                              • Fitness Industry Association
                                                                                                                                                                              • Government Actuary's Department (GAD)
                                                                                                                                                                              • Home Retail Group
                                                                                                                                                                              • Homebase Ltd
                                                                                                                                                                              • J. Sainsbury
                                                                                                                                                                              • LA Fitness PLC
                                                                                                                                                                              • Lidl (UK)
                                                                                                                                                                              • LOVEFiLM International Ltd
                                                                                                                                                                              • Marks & Spencer
                                                                                                                                                                              • Ministry of Sound
                                                                                                                                                                              • Nintendo UK Entertainment Ltd
                                                                                                                                                                              • Office for National Statistics
                                                                                                                                                                              • Reebok International Ltd
                                                                                                                                                                              • Samsung Electronics (UK) Ltd
                                                                                                                                                                              • Sports Industry Research Centre
                                                                                                                                                                              • Tesco Plc
                                                                                                                                                                              • Ubisoft
                                                                                                                                                                              • Universal Pictures
                                                                                                                                                                              • Virgin Active
                                                                                                                                                                              • Virgin Media Ltd
                                                                                                                                                                              • Waitrose
                                                                                                                                                                              • Wm Morrison Supermarkets
                                                                                                                                                                              • YouTube, Inc.

                                                                                                                                                                              Fitness in the Home - UK - June 2009

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