2022
0
China The Fitness Consumer Market Report 2022
2022-11-03T03:06:46+00:00
OX1103125
3695
157164
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Report
en_GB
“Home fitness is not an extension of gym training. Doing exercise at home is nothing different from the typical relaxing, chilled and entertaining leisure activities at home, such as listening…

China The Fitness Consumer Market Report 2022

£ 3,695 (Excl.Tax)

Description

“Home fitness is not an extension of gym training. Doing exercise at home is nothing different from the typical relaxing, chilled and entertaining leisure activities at home, such as listening to music and watching variety shows. Home fitness encourages more people to pick up the exercising habit given that it has a relatively low threshold. However, home fitness is not yet the key driver to stimulate spending. Products, services or activities that can serve as social currency catalyse purchase intention much more than the functional side.”

–    Laurel Gu, Category Director

This Report discusses the following key topics:

  • Fitness participation frequency and venue visitation.
  • Different types of fitness consumers and profile pictures: based on their fitness participation frequency.
  • Motivation to get fit and the impact on fitness purchase intention. 
  • Tools and factors that encourage home fitness routines. 
  • Ways to promote fitness products and services among fitness consumers.

Table of Contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Consumer group definition
        • Executive Summary

            • Market factors
              • More fitness participants
                • Home fitness lowers fitness entry investment
                  • Generation Z pay less attention to fitness diets and gear to improve exercise results
                    • Innovating trends
                      • Immersive themed fitness experience in and out of home
                        • Brands from other market sectors cooperating with fitness brands to build an ‘active’ image
                          • The consumer
                            • Stable fitness participation
                              • Figure 1: Fitness participation, 2019-22
                              • Figure 2: Fitness participation, by city, 2021-22
                            • Core consumers in their 30s or above, and young females do exercise more frequently
                                • Figure 3: Fitness consumer groups by frequency, 2022
                                • Figure 4: Fitness consumer groups by frequency, percentage share of groups, 2022
                              • Home fitness gains popularity, while commercial venues record lower visit frequency
                                • Figure 5: Fitness venue comparison, 2021 vs 2022
                                • Figure 6: Fitness participation frequency, by commercial fitness venue visited, 2022
                              • High earners are shifting their interest away from losing weight
                                • Figure 7: Top five motivations of exercise, 2022
                                • Figure 8: Reasons to do exercise – To lose weight, by demographic, 2022
                              • Home fitness is a relaxing ‘me’ moment rather than gym extension
                                • Figure 9: Home fitness enablers, 2022
                              • Products fitting into both fitness and non-sportive occasions attract purchase interest
                                • Figure 10: Fitness spending interest, 2022
                              • Lower importance attached to professional nutrition and training than sportswear
                                • Figure 11: Attitude towards professional fitness products and services, 2022
                              • Yoga is a social currency for females in their 30s
                                • Figure 12: Attitudes towards socialisation and fitness – Strongly agree, by fitness venue visitation, 2022
                              • What we think
                              • Issues and Insights

                                • Following yoga, dancing will rise as the next fitness spending stimulator
                                  • Figure 13: Customer base: home fitness users vs gym goers, 2022
                                  • Figure 14: Purchase interest in home fitness products and services, home fitness vs gyms, 2022
                                  • Figure 15: Purchase interest in home fitness products and services, by types of gym goers, 2022
                                • Fitness snacks should highlight socialisation features
                                  • Figure 16: Willingness to buy fitness meal replacements and snacks (a), by socialisation need in doing fitness, 2022
                                  • Figure 17: Willingness to buy fitness meal replacements and snacks (a), by types of socialisation via fitness, 2022
                                  • Figure 18: Reasons to do exercise, by types of socialisation via fitness, 2022
                                • Personal trainers and group live-stream class may attract paid app subscription users
                                  • Figure 19: Interest in paying for fitness app membership: will buy, by home fitness enabler, 2022
                                  • Figure 20: Reasons to do fitness, by home fitness supporting tools, 2022
                                  • Figure 21: Willingness to pay for fitness app membership among home fitness consumers, by demographic, 2022
                              • Market Factors

                                • Growing numbers of fitness consumers
                                  • Home fitness has lower participation threshold
                                    • Fitness becomes a trendy lifestyle with marketing campaigns across industries
                                      • Fitness eating and wear is not yet a Generation Z business
                                        • Figure 22: Attitudes towards fitness nutrition and wear – Strongly agree, by age, 2022
                                    • Who’s Innovating?

                                      • The rise of themed gyms
                                        • Figure 23: Supermonkey’s themed gym in Shanghai, 2022
                                        • Figure 24: One Piece-themed gym by BragMen, Japan, 2022
                                      • VR technology makes home fitness fun
                                        • Figure 25: Meta Quest 2 powers fun fitness time with VR gaming, 2022
                                      • Collaborate with fitness apps to gain a more fitness-oriented image
                                        • Figure 26: Te Lun Su Launched M-Plus milk in collaboration with Keep app, 2022
                                        • Figure 27: Chang’an Automobile Co. collaborates with Keep app to promote new model, 2022
                                        • Figure 28: Chloe Chan X LeFit fitness rice dumpling, 2022
                                    • Exercise Frequency

                                      • Stable fitness participation under resurgence of omicron waves
                                        • Figure 29: Fitness participation, 2019-22
                                        • Figure 30: Fitness participation, by city, 2021-22
                                      • Active fitness consumers skew towards high earners
                                        • Figure 31: Fitness participation, by income, 2021-22
                                        • Figure 32: Fitness participation, by age, 2022
                                      • Older consumers are the core fitness participants, while young women are increasing exercise frequency
                                          • Figure 33: Fitness consumer groups by frequency, 2022
                                          • Figure 34: Fitness consumer groups by frequency, percentage share of groups, 2022
                                          • Figure 35: Fitness consumer groups based on frequency, by age, 2022
                                      • Frequently Visited Fitness Venues

                                        • Home fitness retains popularity
                                          • Figure 36: Fitness venue, 2022
                                          • Figure 37: Top three most used fitness venues, by city, 2022
                                        • Commercial gyms see fewer frequent visitors
                                          • Figure 38: Fitness venue comparison, 2021 vs 2022
                                          • Figure 39: Fitness participation frequency, all consumers vs home fitness, 2022
                                          • Figure 40: Fitness participation frequency, by commercial fitness venue visited, 2022
                                        • Core consumers have identified their preferred venues rather than ‘shopping around’
                                          • Figure 41: Number of fitness venues used, by consumer frequency groups, 2022
                                        • Core consumers are key home fitness users
                                          • Figure 42: Casual fitness venue, by consumer frequency groups, 2022
                                        • Commercial gyms need to strengthen attractiveness among the Core Consumers
                                          • Figure 43: Different types of gyms, by consumer frequency group, 2022
                                          • Figure 44: Hotel fitness amenities and professional sports clubs, by consumer frequency groups, 2022
                                      • Motivations of Exercise

                                        • Stronger body, mind and character motivate consumers to keep fit
                                          • Figure 45: Motivations of exercise, 2022
                                        • The mental benefits encourage constant fitness participation
                                          • Figure 46: Top three motivations to do exercise among Core consumers, 2022
                                          • Figure 47: Motivations of exercise, by consumer frequency groups, 2022
                                        • High earners shifting their focus away from losing weight
                                          • Figure 48: Reasons to do exercise – To lose weight, by demographic, 2020
                                          • Figure 49: Reasons to do exercise – To lose weight, by demographic, 2022
                                          • Figure 50: Reasons to do exercise – Self-discipline and to challenge oneself, by monthly household income, 2022
                                          • Figure 51: Reasons to do fitness – De-stress vs character-shaping factors, by monthly household income, 2022
                                          • Figure 52: Reasons to do exercise – To lift confidence, by monthly household income, 2022
                                          • Figure 53: Reasons to do exercise – Body shape and to challenge oneself, by monthly household income, 2022
                                      • Home Fitness Supporting Tools and Services

                                        • Relaxing and entertaining ‘me moment’ encourages home fitness
                                            • Figure 54: Home fitness enablers, 2022
                                          • Older consumers demand well-explained fitness moves
                                            • Figure 55: Home fitness enablers – Detailed-move explanation videos, by age, 2022
                                        • Fitness Spending Interest

                                          • Products suitable for multiple usage occasions attract spending interest
                                              • Figure 56: Fitness spending interest, 2022
                                            • Fitness spending should target mature consumers
                                              • Figure 57: Fitness spending interest, by monthly household income, 2022
                                              • Figure 58: Fitness spending interest, by demographic, 2022
                                            • Spending is driven by Core consumers
                                              • Figure 59: Purchase interest, by fitness frequency type, 2022
                                          • Attitudes towards Fitness

                                            • Low awareness regarding the importance of professional nutrition and training
                                              • Figure 60: Attitude towards professional fitness products and services, 2022
                                              • Figure 61: Attitude towards professional fitness products and services – Strongly agree, by fitness frequency groups, 2022
                                              • Figure 62: Attitude towards professional fitness products and services – Strongly agree, by fitness venue, 2022
                                            • Yoga is a social currency for consumers in their 30s
                                              • Figure 63: Attitudes towards socialisation and fitness – Strongly agree, by fitness venue visitation, 2022
                                              • Figure 64: Attitudes towards socialisation and fitness among yoga consumers, by age, 2022
                                          • Appendix – Methodology and Abbreviations

                                            • Methodology
                                              • Abbreviations

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