Description

This report provides comprehensive and current information and analysis of the athleisure market including athleisure market size, anticipated market forecast, relevant market segmentation, and industry trends for the athleisure market in the US.

Current market landscape

Athleisure continues to be a fast-growing market as consumers see the potential to use items for both fitness endeavors and at-home leisure. In fact, 55% of consumers wear athleisure for both relaxing and exercising at home. This means there is a huge opportunity for brands to tap into both occasions and show versatility for their items or even expand their lines for both exercise and everyday purposes.

Athleisure brands face a very fragmented market. Consumers have a plethora of options to choose from with little to no centralized way to discover brands. Brands can get lost in the noise of the growing market, making it difficult to connect with consumers and to foster a loyal shopper base. Partnerships with retailers or brands outside the market could be options for brands to explore.

Market share and key industry trends

  • 63% of consumers prioritize their fitness as well as what they wear when exercising. This consumer segment – Attentive Actives – is a significant portion of the athleisure market and a primary target for brands (see Athleisure Consumer Segments).
  • 43% of consumers have more than half of their wardrobe made up of athleisure items. This is likely to grow as brands expand lines and consumers expand use cases for athleisure (see Items Purchased).
  • Comfort (59%), price (49%), and durability (31%) are all part of the value equation for athleisure brands, making these attributes critical for brands to deliver on (see Important Athleisure Attributes).

Future market trends in athleisure wear

Rising inflation will dampen consumers’ ability to purchase items, meaning they will be on the lookout for brands that can offer great value. Consumers want to make the most of their dollars: brands will need to emphasize quality, price, and longevity of an item to encourage purchase. However, inflation could also mean that consumers may scale back on how much athleisure they buy, look for less expensive brand options, and re-prioritize what “essential” items are (i.e. perhaps not athleisure).

Overall, the athleisure market is ripe with opportunity. Some of the biggest opportunities include highlighting the versatility of items showing how they can be worn for a range of activities, offering interactive, in-store experiences, and curating clothing for those consumers who are highly interested in athleisure. The market will continue to be boosted as employers continue to offer a hybrid working environment and consumers continue to casualize fashion.

Read on to discover more about the athleisure consumer market, read our U.S Casualization of Fashion Market Report 2020, or take a look at our other Clothing, Footwear and Accessories market research reports.

Quickly understand athleisure market research

  • Athleisure items purchased.
  • Preferred retailers when purchasing athleisure.
  • Reasons for wearing athleisure.
  • Important athleisure attributes.
  • Attitudes toward athleisure.

Covered in this athleisure market report

Athleisure brands include: Amazon, Lululemon, The RealReal, thredUP, Rent the Runway, Fashionphile, Abercrombie & Fitch, Express’s Up West, Revolve, Birdies, Gymshark, Allbirds, Wearable X, Athos Core, Wearable X Yoga Pants, Sensoria Smart Socks, Athleta, Nike, Walmart, Adidas, Patagonia, Outdoor Voices, Target,  TJ Maxx, Stitch Fix.

Expert analysis from a specialist in the athleisure clothing field

This report, written by Katie Hansen, a leading analyst in the Retail and eCommerce sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The athleisure market is seeing significant growth, thanks in part to the pandemic as well as the hybrid working environments consumers now live in. As consumers continue to wear these items for both fitness activities and everyday tasks, there are huge potential opportunities for brands. Moving forward, consumers will want more elevated options from athleisure brands as they wear these items for occasions that entail socialization. The coming years will be an exciting time for athleisure brands as consumers embrace their lines for a plethora of occasions.
Senior Analyst, Retail and eCommerce
Katie Hansen
Senior Analyst, Retail and eCommerce

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Market overview
                  • Figure 1: Category outlook, 2022-27
                • Opportunities and challenges
                  • A more casual environment, hybrid working opens opportunity for athleisure
                    • Athleisure brands should embrace sustainability options
                      • Home in on holistic health
                        • Incorporate tech into the shopping experience
                          • Key consumer insights
                          • Market Landscape

                            • Athleisure is here to stay and growing quickly
                            • Market Factors

                              • Consumers, brands face tough economic headwinds
                                • Figure 2: Consumer Price Index change from previous period, 2007-22
                              • An increased focus on health and wellness opens doors for athleisure brands
                                • A new law could bring more scrutiny to the acts of athleisure brands
                                • Competitive Strategies and Market Opportunities

                                  • Athleisure brands eye sustainability initiatives
                                    • Circular economy initiatives see growth
                                      • Figure 3: Lululemon taps into the circular economy with Like New option
                                    • A change in work habits offers new opportunities
                                        • Figure 4: Abercrombie & Fitch launched new activewear line YPB
                                      • New avenues emerge for greater consumer outreach
                                        • Figure 5: New marketplace Apparelle focuses in on athleisure
                                      • Athleisure brands tackle mental health
                                        • Figure 6: Gymshark opens a barbershop to help with men’s mental health
                                      • Incorporating technology can help consumers address fitness, track performance
                                          • Figure 7: Wearable X smart yoga pants help yogis correct posture
                                      • The Athleisure Consumer – Fast Facts

                                        • Athleisure Consumer Segments

                                          • Consumers are engaged with their health and wellness routines
                                              • Figure 8: Athleisure consumer segments, 2022
                                            • Attentive Actives well-represented regardless of age, gender, race and more
                                                • Figure 9: Athleisure consumer segments, by key demos, 2022
                                            • Items Purchased

                                              • Athleisure comprises a significant amount of consumers’ closet space
                                                • Figure 10: Percentage of athleisure items in wardrobe, 2022
                                              • Younger consumers drive athleisure wear
                                                • Figure 11: Athleta shows how its clothing can be used for everyday activities
                                                • Figure 12: Percentage of athleisure items in wardrobe, by key demos, 2022
                                              • Items purchased are influenced by activity, time between purchases
                                                • Figure 13: Items purchased, 2022
                                              • Younger consumers purchase a wide range of items
                                                • Figure 14: Items purchased, by gender and age, 2022
                                            • Retailers Shopped

                                              • Retailers need to focus on the omnichannel experience for athleisure consumers
                                                  • Figure 15: Retailers purchased, 2022
                                                • Involved athleisure consumers seek out the latest styles
                                                  • Figure 16: Retailers purchased, by athleisure consumer segments, 2022
                                                • Gen Z, Millennials look across wide range of retailers to purchase athleisure
                                                  • Figure 17: Retailers purchased, by generation, 2022
                                              • Reasons for Wearing Athleisure

                                                • Athleisure is a dichotomous category
                                                  • Figure 18: Reasons for wearing, 2022
                                                • Activity participation influences when and why athleisure is worn
                                                  • Figure 19: Reasons for wearing, by athleisure consumer segments, 2022
                                                • Women seek athleisure for everyday options; men want elevated options
                                                  • Figure 20: Lululemon highlights pockets in its latest lineup
                                                  • Figure 21: Reasons for wearing, by gender, 2022
                                              • Important Athleisure Attributes

                                                • Comfort, price, and durability all add value for consumers
                                                  • Figure 22: Important attributes, 2022
                                                • Older consumers look for function, younger consumers seek style
                                                  • Figure 23: Important attributes, by generation, 2022
                                                • Men see athleisure brands as a way to express themselves
                                                  • Figure 24: Important attributes – brand, by gender, 2022
                                                  • Figure 25: Nike’s “What are You Working On” series encapsulates the best athletics offer
                                              • Attitudes toward Athleisure

                                                • Consumers view athleisure with multiple use cases
                                                  • Figure 26: Attitudes – Athleisure occasion, 2022
                                                • Attentive Actives, Athletic Comfortables differentiate between their athleisure items
                                                  • Figure 27: Attitudes – Athleisure occasion, by athleisure consumer segments, 2022
                                                • Name, quality and experience are all important purchase factors
                                                    • Figure 28: Attitudes – Preferred purchase habits, 2022
                                                  • Attentive Actives are highly selective in their purchase process
                                                    • Figure 29: Attitudes – Preferred purchase habits, by athleisure consumer segments, 2022
                                                  • Consumers seek out practical features, environmentally-friendly options
                                                    • Figure 30: Attitudes – Features, 2022
                                                  • Practical features help consumers move from one activity to the next
                                                    • Figure 31: Attitudes – Features, by athleisure consumer segments, 2022
                                                  • Consumers see a bright future for athleisure
                                                    • Figure 32: Attitudes – Future desires, 2022
                                                  • Attentive Actives and Athletic Comfortable consumers pay attention to aesthetics
                                                    • Figure 33: Attitudes – Future desires, by athleisure consumer segments, 2022
                                                • Appendix – Data Sources and Abbreviations

                                                  • Data sources
                                                    • Consumer survey data
                                                      • Consumer qualitative research
                                                        • Abbreviations and terms
                                                          • Abbreviations

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