2022
0
Ireland Exercise and Fitness Market Report 2022
2022-07-06T04:03:23+01:00
OX1100249
1495
152712
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Report
en_GB
“Consumers are actively improving their exercise and fitness levels as COVID-19 inspires numerous trends across the Irish market. Consumers turned to exercise as a way to escape the lockdowns and…

Ireland Exercise and Fitness Market Report 2022

£ 1,495 (Excl.Tax)

Report Summary

“Consumers are actively improving their exercise and fitness levels as COVID-19 inspires numerous trends across the Irish market. Consumers turned to exercise as a way to escape the lockdowns and relieve stress, but also for moments of enjoyment, whether it was going for a socially distanced walk or following along with one of the famous Joe Wicks exercise videos. Post-pandemic, these trends are predicted to continue as consumers have learned one valuable lesson from COVID-19: the importance of health.”
– Natalie Magill, Market Research Analyst

This Report looks at the following areas:

  • The impact of COVID-19 on consumer behaviour in exercise and fitness.
  • The continued growth of the fitness and exercise market.
  • COVID-19 exercise and fitness trends.
  • Spotlight on health that impacts exercise and fitness.
  • Increase in prices affects fitness and exercise market.

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • COVID-19: Market context
        • Executive Summary

            • The market
              • COVID-19 impact on exercise and fitness
                • Figure 1: Expected impact of COVID-19 on exercise and fitness, short, medium and long term, 2022
              • High obesity levels create opportunity for fitness
                • Figure 2: Obesity rates in Northern Ireland, by age, 2022
                • Figure 3: Consumers’ frequency of exercise, NI and RoI, 2022
              • Exercise aiding mental health
                • Figure 4: Psychological impact of the COVID-19 outbreak on consumers, China, 2020
                • Figure 5: Psychological impact of the COVID-19 outbreak on consumers, Ireland, 2020
              • Increased price of living could impact gym memberships
                • Figure 6: Consumers were asked “Have you been affected by any of these issues over the last 2 months?”, IoI, 2022
              • Innovations
                • The consumer
                  • A third of consumers exercise multiple times a week
                    • Figure 7: Frequency consumers exercise, NI and RoI, 2022
                  • Six in 10 consumers favour low-impact exercise
                    • Figure 8: Types of exercise and fitness, NI and RoI, 2022
                  • Health acts as big motivator for exercise
                    • Figure 9: Consumers’ motivations for exercising, NI and RoI, 2022
                  • Consumers didn’t purchase home exercise equipment
                    • Figure 10: Consumers who agreed that since the start of COVID-19 they have bought home exercise equipment, by socio-economic status, NI and RoI, 2022
                  • What we think
                  • The Market – Key Takeaways

                    • High obesity levels present fitness opportunity
                      • COVID-19 created fitness trends
                        • Rise in prices could impact gym memberships
                        • Market Drivers

                          • Short-, medium- and long-term impact on the industry
                            • Figure 11: Expected impact of COVID-19 on exercise and fitness, short, medium and long term, 2022
                          • Lockdown:
                            • Re-emergence:
                              • Recovery:
                                • Obesity levels are high, opportunity for fitness
                                  • Figure 12: Obesity rates in Northern Ireland, by age, 2022
                                  • Figure 13: Consumers’ frequency of exercise, NI and RoI, 2022
                                • Exercise aiding mental health
                                  • Figure 14: Psychological impact of the COVID-19 outbreak on consumers, China, 2020
                                  • Figure 15: Psychological impact of the COVID-19 outbreak on consumers, Ireland, 2020
                                • COVID-19 fitness trends
                                  • Rise in prices may impact number of gym memberships
                                    • Figure 16: Consumers who frequently exercise at the gym related to before, during or after COVID-19, NI and RoI, 2022
                                    • Figure 17: Consumers were asked “Have you been affected by any of these issues over the last 2 months?”, IoI, 2022
                                • Companies and Brands – Key Takeaways

                                  • A gap for fitness apps in Ireland
                                    • Companies are making catering to all a priority
                                      • A holistic approach to include mental wellbeing
                                      • Who’s Innovating?

                                          • Space for digital fitness platforms in Ireland
                                            • Figure 18: Consumers’ use of digital apps when exercising, NI and RoI, 2022
                                          • Companies are ensuring inclusivity to attract consumers
                                            • Companies are encouraged to take a holistic approach to wellness
                                              • Figure 19: “COVID-19/coronavirus has made me more aware of the importance of my mental wellbeing”, NI and RoI, 2022
                                          • Competitive Strategies

                                            • PureGym
                                              • Key Facts
                                                • Competitive Strategy
                                                  • Recent Developments
                                                    • Gym Co
                                                      • Key Facts
                                                        • Competitive Strategies
                                                          • Recent Developments
                                                            • Think Fit
                                                              • Key Facts
                                                                • Competitive Strategies
                                                                  • Curves
                                                                    • Key Facts
                                                                      • Competitive Strategies
                                                                        • Recent Developments
                                                                          • FLYEfit
                                                                            • Key Facts
                                                                              • Competitive Strategies
                                                                                • Recent Developments
                                                                                  • Ben Dunne
                                                                                    • Key Facts
                                                                                      • Competitive Strategies
                                                                                        • Recent Developments
                                                                                          • Raw Gyms
                                                                                            • Key Facts
                                                                                              • Competitive Strategy
                                                                                              • The Consumer – Key Takeaways

                                                                                                • Consumers are exercising frequently
                                                                                                  • Low-impact exercise is favoured amongst consumers
                                                                                                    • Health is a big motivator for exercise
                                                                                                    • Frequency of Exercise and Fitness

                                                                                                        • A third of consumers exercise multiple times a week
                                                                                                          • Figure 20: Frequency consumers exercise, NI and RoI, 2022
                                                                                                        • Younger consumers are exercising at a high level
                                                                                                          • Figure 21: Comparing consumers who exercise multiple times a week vs never, by age, NI and RoI, 2022
                                                                                                          • Figure 22: Consumers who have shared photos/images on social networking sites in any rank, by age, NI and RoI, 2021
                                                                                                        • Affluent consumers exercising at least once a week
                                                                                                          • Figure 23: Consumers who exercise at least once a week, by socio-economic status, NI and RoI, 2022
                                                                                                      • Types of Exercise and Fitness

                                                                                                          • Six in 10 consumers favour low-impact exercise
                                                                                                            • Figure 24: Types of exercise and fitness, NI and RoI, 2022
                                                                                                            • Figure 25: Consumers who use low-impact exercise, by age, NI and RoI, 2022
                                                                                                          • Men prefer endurance, whilst women opt for flexibility
                                                                                                            • Figure 26: Consumers who use endurance training, by gender, NI and RoI, 2022
                                                                                                            • Figure 27: Consumers who use flexibility training, by gender, NI and RoI, 2022
                                                                                                        • Motivations to Exercise

                                                                                                            • Health acts as big motivator for exercise
                                                                                                              • Figure 28: Consumers’ motivations for exercising, NI and RoI, 2022
                                                                                                              • Figure 29: Consumers who exercise to prevent future health issues, by age, NI and RoI, 2022
                                                                                                              • Figure 30: Consumers who agree the ‘helps with heart’ claim makes a spread healthy, by age, NI and RoI, 2021
                                                                                                            • Women are motivated by fat loss
                                                                                                              • Figure 31: Consumers who exercise to lose fat, by gender, NI and RoI, 2022
                                                                                                            • Younger consumers focus on building muscle/tone
                                                                                                              • Figure 32: Consumers who exercise to gain muscle/tone up, by age, NI and RoI, 2022
                                                                                                          • Exercise Locations

                                                                                                              • Outside exercise is favoured
                                                                                                                • Figure 33: Locations of exercise, NI and RoI, 2022
                                                                                                                • Figure 34: Consumers exercising outside before, during and after COVID-19, NI and RoI, 2022
                                                                                                              • Older consumers prefer outdoors, whilst younger consumers hit the gym
                                                                                                                • Figure 35: Consumers who prefer to exercise outside after COVID-19, by age, NI and RoI, 2022
                                                                                                                • Figure 36: Consumers who prefer to exercise in the gym after COVID-19, by age, NI and RoI, 2022
                                                                                                            • Attitudes towards Exercise and Fitness

                                                                                                                • Consumers didn’t purchase home exercise equipment
                                                                                                                  • Figure 37: Attitudes towards exercise and fitness, NI and RoI, 2022
                                                                                                                  • Figure 39: Consumers who agreed that since the start of COVID-19 they have bought home exercise equipment, by socio-economic status, NI and RoI, 2022
                                                                                                                • COVID-19 puts a spotlight on health
                                                                                                                  • Figure 38: Consumers’ attitudes towards COVID-19 and exercise and fitness, NI and RoI, 2022
                                                                                                                • Younger consumers are more confident using technology
                                                                                                                  • Figure 39: Consumers who agree they watch fitness/exercise videos on streaming services (eg YouTube exercise class), by age, NI and RoI, 2022
                                                                                                                  • Figure 40: Number of consumers who have used YouTube in the last three months, by age, NI and RoI, 2021
                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                • Data sources
                                                                                                                  • Abbreviations

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