The large majority of Brits take regular exercise but do so primarily for the good of their health rather than enjoyment of physical activity in itself – in fact, 73% of exercisers say they sometimes feel it is something they should do rather than want to do.
This report provides an in-depth look at the exercise market in the UK by analysing exercise and fitness trends, consumers’ behaviours and attitudes.
The large majority of Brits take regular exercise but do so primarily for the good of their health rather than enjoyment of physical activity in itself – in fact, almost three-quarters of exercisers say they sometimes feel it is something they should do rather than want to do.
Although the cost of living crisis remains the principal threat to exercise participation and spending, this ‘health chore’ perception also makes exercise vulnerable to competition from alternative methods of staying well. This is presented most immediately by healthy eating options but potentially by weight-loss drugs in the longer run too.
These threats are primarily to younger people’s activity but can be countered by opportunities to reinforce the positive links between exercise and nutrition, and to lean in to their interest in competitive, gamified and social fitness.
More widely, the greying of the UK’s population structure will create additional opportunities to support the exercise habits of older people, increasingly using the wearables and AI the next generations of seniors will be familiar with and comfortable using.
This report is written by David Walmsley. David is a research analyst at Mintel focusing on the sport and leisure sectors, which he has covered for more than 15 years. Formerly a journalist with the BBC, Independent News & Media and the SportBusiness Group, he holds an honours degree in International Studies from the University of Birmingham.
Exercise must engage with the wider health and wellbeing market to continue to thrive, by linking with diet and recovery and supporting differing lifestage needs.
David Walmsley
Research Analyst
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