Strategy Briefing: Opportunities and Challenges in Global Participatory Sport
According to our new report, health and vanity have been the two largest influencers on consumer exercise. Obesity has been identified largely as a public health issue due to excessive amounts of media coverage. Therefore, governments around the world have started many initiatives to encourage consumers to exercise more. Some have even increased funding for public sports facilities or provided tax incentives.
Physical attractiveness has also been an important aspect of exercise, as mass media applies much pressure on the consumer to appear perfect, with many ads featuring airbrushed models. This aspirational perfectionism has not only fuelled interest in exercise but has also increased body disorders, which have also risen over the past decade.
Some of the latest popular exercises include extreme sports such as rock climbing and adventure sports such as triathlons. Many health clubs continued to see growth in developed countries as well, even in spite of the recession.
The increased participation in exercise has led to marketing opportunities and product success in many industries, particularly apparel. Sportswear sales have consistently outperformed the wide apparel market over recent years, with outdoor clothing becoming popular.
“There are many market opportunities within apparel, health and supplements, sports and energy drinks, and electronics to cater to the exercise and health conscious consumer,” says Editorial Director, Gina Westbrook. “Our report really highlights opportunities and challenges globally within exercise and sports consumption.”
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