2021
0
China The Fitness Consumer Market Report 2021
2021-10-15T04:09:36+01:00
OX1047213
3695
143559
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Report
en_GB
“Consumers prefer buying various products to follow an active lifestyle over paying for fitness-related services. ‘Sports nutrition’ and ‘self-confidence’ are key words to capture spending interest when marketing fitness-related products.

China The Fitness Consumer Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Consumers prefer buying various products to follow an active lifestyle over paying for fitness-related services. ‘Sports nutrition’ and ‘self-confidence’ are key words to capture spending interest when marketing fitness-related products. Sports nutrition values inspire common beverage types such as fruit and vegetable juice to innovate and upgrade. A supportive fitness community is essential for premium beauty and sportswear brands to highlight when decoding self-confidence desired by the fitness consumers.”

Saskia Zhao, Senior Research Analyst

Covered in this report

  • Popular fitness venues
  • Information channel preferences for fitness-related content
  • Spending priorities of fitness-related products and services
  • Opportunities for non-sports drinks (dairy, juice and sparkling water) to tap into fitness needs
  • Opportunities for marketing premium fitness beauty products to females

Table of Contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Definition
        • Executive Summary

            • The market
              • Fitness captures high spending interest in family leisure
                • Gyms are attracting more consumers
                  • Figure 1: Ways to do physical exercise in the last three months, 2020 vs 2021
                • Policies support fitness participation and spending
                  • Marketing campaigns
                    • Fun activities to engage fitness consumers
                      • Fitness brands emphasise diverse beauty to address confidence
                        • Luxury brand leverages fitness trends to promote products
                          • Product innovation
                            • Sports performance nutrition in China focuses on snacks and nutritional drinks
                              • Figure 2: Top 10 active markets for new product launches with fitness claims under the performance nutrition product segment, Jan 2020 – Aug 2021
                            • Fitness dairy is emerging in China
                              • Tea drinks highlight good-for-fitness claims in China
                                • Figure 3: Top 5 claims for RTD tea drinks in China, January 2020 – August 2021
                              • Fitness trend inspires new home design
                                • Beauty meets fitness
                                  • The consumer
                                    • Home fitness is most popular
                                      • Figure 4: Fitness and sports venues, 2021
                                    • Mass social media is sufficient to distribute fitness-related information
                                      • Figure 5: Information channels for fitness-related content, 2021
                                    • Use information channels selectively depending on type of content
                                      • Figure 6: Fitness information consumed on different media channels, 2021
                                    • Drinking sports and energy drinks at fitness is driven by older generation
                                      • Figure 7: Drinks consumed at the fitness occasion, 2021
                                    • Fitness cosmetics and nutrition supplements are potential categories for launching premium products
                                      • Figure 8: Fitness spending preferences, 2021
                                    • Sports brand preferences consistent with brands often purchased
                                      • Figure 9: Favourite sportswear brand, word cloud generated by open-end, 2021
                                    • Self-confidence comes from both physical achievements and spiritual support
                                      • Figure 10: Attitudes towards fitness and self-confidence, 2021
                                    • What we think
                                    • Issues and Insights

                                      • Market fitness dairy to males with attention to age difference
                                          • Figure 11: Purchase interest of fitness food and nutrition among males aged 30-39, by usage of dairy products at fitness occasions, 2021
                                          • Figure 12: Product innovation, Levia+C by Cargill, 2020
                                        • Blend sparkling water, juice and sports nutrition to target female fitness consumers
                                          • Figure 13: Product type preferences among females, by drinks consumed at the fitness occasion, 2021
                                          • Figure 14: Product tier preferences – specialised sports nutrition supplement, by gender, 2021
                                          • Figure 15: New product development – fruit flavoured carbonated amino energy drink in Germany, 2021
                                        • Fitness beauty products: communicate “powerful mind” to target female consumers
                                          • Figure 16: Reasons to use prestige facial skincare brands, 2021
                                          • Figure 17: Very helpful actions to boost self-confidence, by interest in buying fitness cosmetics among females, 2021
                                      • The Market – Market Factors

                                        • Fitness and sports capture spending interest
                                          • Figure 18: Leisure spending priorities, 2020
                                        • Offline fitness is coming back
                                          • Figure 19: Ways to do physical exercise in the last three months, 2020 vs 2021
                                        • Policies support national fitness participation
                                          • Easier cancellation protects consumers from impulsive fitness membership sign-ups
                                          • Key Players

                                            • Marketing Activities

                                              • Luxury brand leverages fitness theme to promote accessory products
                                                • Figure 20: Hermès’ digital campaign themed by home fitness, 2021
                                                • Figure 21: Hermès pop-up store themed by fitness in Chengdu, 2021
                                              • Maia Active communicates confidence with female fitness consumers
                                                • Sportswear brands engage consumers with fitness activities
                                                  • Figure 22: Lululemon leverages fitness activities in marketing, 2021
                                                • Keep launched a fun campaign to maintain and grow users
                                                  • Figure 23: Keep’s Spring Festival campaign Training for Festival Foods, 2021
                                              • New Product Trends

                                                • Overview: performance nutrition for fitness and sports
                                                  • Global active markets for new product development
                                                    • Figure 24: Top 10 active markets for new product development with fitness claims under the performance nutrition segment, Jan 2020 – Aug 2021
                                                    • Figure 25: Category focus for new product development under performance nutrition segment, by markets, Jan 2020 – Aug 2021
                                                  • New product development focuses on snacks and nutritional drinks in China
                                                    • Figure 26: New product development of fitness snacks in China, 2020-2021
                                                    • Figure 27: New product development of nutritional drinks in China, 2021
                                                  • Dairy products for fitness emerging in China
                                                    • Figure 28: New product development – Fitness Yoghurt by Wei Quan, China, 2021
                                                  • Tea drinks targeting fitness-conscious consumers
                                                    • Figure 29: Top 10 claims for RTD tea drinks in China, January 2020 – August 2021
                                                    • Figure 30: New product development of RTD drinks in China, 2021
                                                  • Home fitness inspires new home design
                                                    • Figure 31: Smart interactive home fitness equipment, 2020
                                                    • Figure 32: Fitness inspired home furniture design by H-O-TT studio, 2021
                                                  • Beauty teams up with fitness
                                                    • Figure 33: Mist designed for yoga by DOSE in UK, 2021
                                                    • Figure 34: Physical exercise boosting beauty by Pola Orbis in Japan, 2020
                                                • Fitness Venue

                                                  • Home fitness gains popularity
                                                    • Figure 35: Fitness and sports venue used, 2021
                                                  • Consumer profiles for key fitness venues
                                                      • Figure 36: Fitness consumer groups by venue usage, 2021
                                                    • Specialised sports club users
                                                      • Figure 37: Types of fitness and sports venues used, by fitness consumer groups, 2021
                                                      • Figure 38: Specialised sports club users, by age and gender, 2021
                                                    • Home fitness consumers
                                                      • Figure 39: Home fitness users, by age and gender, 2021
                                                    • Gym goers
                                                      • Figure 40: Gym goers, by age and gender, 2021
                                                    • Outdoor venue and community activity centre users
                                                      • Figure 41: Use activity centres in the community, by age and gender, 2021
                                                      • Figure 42: Use outdoor venues, by age and gender, 2021
                                                  • Information Channels for Fitness

                                                    • Mass social media is the most consulted channel
                                                      • Figure 43: Information channels for fitness-related content, 2021
                                                      • Figure 44: Use mobile apps specialising in fitness and health (a), by demographic, 2021
                                                    • Channel preferences for different types of fitness content
                                                      • Figure 45: Fitness information consumed, 2021
                                                      • Figure 46: Fitness information consumed on different media channels, 2021
                                                    • Apps specialising in fitness are yet to be differentiated from mass social media
                                                      • Figure 47: Read sportswear recommendation, by information channels, 2021
                                                      • Figure 48: Consume selected fitness content, professional fitness and health apps vs mass media channels, 2021
                                                  • Drinks Consumed at Fitness Occasion

                                                    • Sports and energy drinks most used, but driven mainly by older generations
                                                      • Figure 49: Drinks consumed at fitness occasions, 2021
                                                      • Figure 50: Consume energy drinks at fitness occasions, by age and gender, 2021
                                                      • Figure 51: Consume sports drinks at fitness occasions, by age and gender, 2021
                                                    • Targeting males for dairy products
                                                      • Males are potential consumers for fitness yoghurt and milk
                                                        • Figure 52: Consume yoghurt and milk at fitness occasions, by age and gender, 2021
                                                      • Opportunity to sell fitness dairy products at community activity centres
                                                        • Figure 53: Consume yoghurt at fitness occasions among males, by fitness venues, 2021
                                                        • Figure 54: Consume milk at fitness occasions among males, by fitness venues, 2021
                                                      • Communicate with potential users on social ecommerce apps
                                                        • Figure 55: Drink milk or yoghurt among males, by social ecommerce apps usage, 2021
                                                        • Figure 56: Drink milk or yoghurt among males, by usage of apps specialising in fitness or health, 2021
                                                      • Tea can target Gen-Zers; sparkling water speaks more to older generations
                                                        • Figure 57: Drink sparkling water (a) at fitness occasions, by age and gender, 2021
                                                        • Figure 58: Drinks used at fitness occasions among Gen-Zers, by gender, 2021
                                                        • Figure 59: Consume tea drinks at fitness occasions, by age and gender, 2021
                                                    • Fitness Spending Preference

                                                      • Fitness cosmetics and nutrition see opportunities for premiumisation
                                                        • Figure 60: Purchase interest, 2021
                                                        • Figure 61: Product type preferences, 2021
                                                      • Premium fitness beauty products can target females in their 30s
                                                        • Figure 62: Interest in buying fitness cosmetics among females, by age, 2021
                                                        • Figure 63: Product type preferences among females – fitness cosmetics, by age, 2021
                                                        • Figure 64: Product type preferences among females – fitness cosmetics, by fitness venues, 2021
                                                      • Scope for beverages to upgrade to sports nutrition supplements for females
                                                        • Figure 65: Product type preference of specialised sports nutrition supplement (a), by age and gender, 2021
                                                        • Figure 66: Product type preferences among females, by drinks consumed at fitness occasions, 2021
                                                      • Communicate premium sports shoes with the help of trendy offline fitness venues
                                                        • Figure 67: Product type preference of sports shoes, by age and gender, 2021
                                                        • Figure 68: Product type preference of sports shoes, by monthly household income and city tier, 2021
                                                        • Figure 69: Product type preferences – sports shoes, by using social ecommerce apps for fitness venue recommendations, 2021
                                                    • Favourite Sportswear Brand

                                                      • Brand favourability in line with brands often purchased
                                                        • Figure 70: Favourite sportswear brand, word cloud generated by open-end, 2021
                                                        • Figure 71: Favourite sportswear brand, ranking, 2021
                                                        • Figure 72: Most purchased athleisure brands, 2021
                                                      • Moral values can influence brand favourability
                                                        • Adidas favoured by males in their 30s and 40s more than Gen-Z
                                                          • Figure 73: Favourite sportswear brand – Nike, by age and gender, 2021
                                                          • Figure 74: Favourite sportswear brand – Adidas, by age and gender, 2021
                                                          • Figure 75: Favourite sportswear brand among males – Adidas, by age and city tier, 2021
                                                        • Li-Ning attracts young females interested in buying premium sports products
                                                          • Figure 76: Favourite brand among potential buyers of premium sportswear – Li-Ning, by age and gender, 2021
                                                          • Figure 77: Favourite brand among potential buyers of premium sports shoes – Li-Ning, by age and gender, 2021
                                                          • Figure 78: Favourite sportswear brand among young females, 2021
                                                      • Attitudes towards Fitness and Confidence

                                                        • Self-confidence is boosted by both physical and spiritual improvements
                                                          • Figure 79: Attitudes towards fitness and self-confidence, 2021
                                                        • Premium sportswear consumers show more sophisticated interpretation of confidence
                                                          • Figure 80: Actions very helpful to boost self-confidence, by product type preferences of sportswear, 2021
                                                          • Figure 81: Actions very helpful to boost self-confidence, by potential buyers of premium sportswear, 2021
                                                      • Appendix – Other Consumer Data

                                                        • Drinking milk at fitness occasions among females
                                                          • Figure 82: Consume milk at fitness occasions among females, by fitness venues, 2021
                                                      • Appendix – Methodology and Abbreviations

                                                        • Methodology
                                                          • Abbreviations

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