2022
9
Germany Attitudes towards Exercise Trends Market Report 2022
2022-11-07T12:01:51+00:00
REPC5C68341_6AD4_4B5A_A36A_08C4F6167658
2195
157257
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Report
en_GB
While still recovering from the pandemic's impact, fitness providers can tackle the cost-of-living crisis by showing their value through social circles and unique exercise types exclusively accessible at facilities.

Germany Attitudes towards Exercise Trends Market Report 2022

£ 2,195 (Excl.Tax)

Description

The Germany Attitudes Towards Exercise Trends Market Report 2022 identifies consumers’ attitudes towards sports goods/sportswear and gym memberships, the impact of inflation on exercise products, and the possible switch to home exercise due to the cost-of-living crisis.

Click here to view the German version of our Germany Attitudes towards Exercise Trends Market Report 2022.

Current Market Landscape

After the extensive blow the industry received during the pandemic, Germans are slowly starting to return to gyms and other indoor facilities. Overall, exercise participation and frequency still remains below pre-pandemic levels while rising financial concerns make the cheaper and easily accessible home and outdoor workouts more attractive.

Moreover, our Germany Exercise Trends report shows that in response to inflation and the energy crisis, exercising goods and services are becoming more expensive. Sports goods prices have increased significantly between January 2020 and June 2022. Gym membership fees, however, have increased more moderately due to long-term contracts and the strong position of discounter gyms.

Fitness Trends in Germany: Market Share and Key Industry Trends

Heightened health awareness will prompt more Germans to return to exercising and providers need to balance increasing prices and reducing their service quality. Although consumers are pressured into reexamining their spending during the cost-of-living crisis, providers can count on German’s preference for in-person workouts.

As spending power declines, the fitness industry in Germany faces the threat of exercisers switching to low-cost exercises, such as home workouts.

  • 78% of Germans plan to exercise in the next 12 months.
  • 29% of Germans would cancel gym/other subscriptions if forced to make savings.
  • 46% of consumers claimed to exercise daily or multiple times a week.
  • 30% of core gym users prefer reduced quality over price increases.

Future Trends in the Germany Exercise Trends Market

According to our Germany Exercise Trends report, increased focus on mental and physical health will benefit the industry long-term. Consumers will increasingly demand flexible solutions as they look for greater variety in exercise types and locations. Fitness facilities can address exercisers’ demand to return to exercise facilities, as even those who plan to purchase an online exercise programme/app agree that online workouts/classes are less fun than those in-person.

To meet Germany fitness trends, brands can focus on creating welcoming spaces that stimulate the mind and the body to address the existing gender gap in gyms or provide exclusive twists on popular home workouts to further showcase their value.

Read on to discover more details or take a look at all of our German Health & Fitness Market Research.

Quickly Understand

  • Implications of the growing cost-of-living crisis on the German fitness market.
  • Exercise frequency, comparison with typical pre-pandemic behaviour.
  • Exercise location, outlook on return to indoor facilities vs home/outdoor workouts.
  • Past and future engagement with exercise types.
  • Purchase intentions for sports goods and services.
  • Attitudes towards exercise and consumer segmentation analysis.

Covered in this Report

Products: Gyms, sportswear (clothing and footwear), technology (wearables), and many more.

Brands: Fit X, McFit, Bakeries, Geocoaching, John Reed‘s Gyms, Curvesomeyoga, H&M, Clever fit, Holmes Place (Shift Outdoor Fitness), Shivas Loft, Reebok, and more.

Expert Analysis from a Specialist in the Field

This report, written by Hannah Sandow, a leading analyst in the Health & Wellbeing sector, delivers in-depth commentary and analysis as to what’s trending in the German fitness industry while adding expert context to the numbers.

While still recovering from the pandemic’s impact, fitness providers can tackle the cost-of-living crisis by showing their value through social circles and unique exercise types exclusively accessible at facilities.
Hannah Sandow
Hannah Sandow
Senior Health & Wellbeing Analyst

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • Market context
    • Opportunities
    • Graph 1: exercise frequency by consumer segmentation, 2022
  2. MARKET DRIVERS

    • Graph 2: key economic data, in real terms, 2019-24
    • The impact of the economy on exercise trends
    • Graph 3: consumer price index for sports goods and services, 2020-22
    • Graph 4: preferences for changes due to rising prices, 2022
    • Public health
    • Graph 5: share of maximum adult population projections, by age group, 2022-32
    • Health and fitness clubs
    • The new normal
    • Graph 6: exercise frequency, by work location – NET, 2022
  3. WHAT CONSUMERS WANT AND WHY

    • Exercise frequency
    • Graph 7: agreement with attitudes towards exercising, by exercise participation, 2022
    • Exercise location
    • Graph 8: exercise location in the last 12 months, by gender, 2022
    • Types of exercise
    • Graph 9: types of exercise planned in the next 12 months**, 2022
    • Graph 10: types of exercise in the last 12 months*, 2022
    • Graph 11: flexibility and strength workout participation in the last 12 months**, by gender and age, 2022
    • Graph 12: typical flexibility and strength workout participation before the pandemic*, by gender and age, 2020
    • Purchase intentions for exercise
    • Graph 13: purchase intentions for sports goods and services, 2022
    • Attitudes towards exercise
    • Graph 14: attitudes towards exercising, 2022
    • Consumer segmentation
    • Graph 15: consumer segmentation, by age and gender, 2022
    • Graph 16: social fitness consumer segment, by gender, 2022
    • Graph 17: social fitness consumer segment, by age, 2022
    • Graph 18: results-driven fitness consumer segment, by gender, 2022
    • Graph 19: results-driven fitness consumer segment by age, 2022
    • Graph 20: exercise frequency by consumer segmentation, 2022
    • Graph 21: sceptical fitness consumer segment by age, 2022
    • Graph 22: sceptical fitness consumer segment by gender, 2022
    • Graph 23: holistic fitness consumer segment by age, 2022
    • Graph 24: holistic fitness consumer segment by gender, 2022
  4. LAUNCH ACTIVITY AND INNOVATION

    • Advertising and marketing activity
  5. APPENDIX

    • Appendix – products covered, abbreviations, consumer research methodology and language usage

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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