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ATTITUDES TOWARDS FITNESS - CHINA - MAY 2018

Published By :

Mintel

Published Date : May 2018

Category :

Lifestyle

No. of Pages : N/A

Participating in sports is no longer just for the development of physical strength, but also seen as a trendy lifestyle choice. Driven by fear of missing out, people are eager to go with this tide as shown by the fast-growing desire for splurging on sports gear and apparel, going to fitness centres and building home gyms

Table of Contents

OVERVIEW
What you need to know
Covered in this Report
EXECUTIVE SUMMARY
The consumer
Healthy eating vs exercise, which contributes more to overall health?
Figure 1: Attitudes towards role of healthy eating vs doing sports and health benefits and social benefits of doing sports, January 2018
Do people really love sports or just follow the fitness fever?
Figure 2: Attitudes towards benefits of sports, % any agree, by consumer group, January 2018
Figure 3: Preferences towards varied sports types, % any agree, by consumer group, January 2018
Looking good vs improving fitness, which claim lures people to spend?
Figure 4: Purchase changes of sports-related products and services compared to six months ago, January 2018
Figure 5: Purchase changes of paying to watch live sports, January 2018
How to generate more profits by tapping into the ‘right’ sports?
Figure 6: Sports that consumers spend time on following vs sports that consumers have played in the last six months, January 2018
Figure 7: Attitudes towards doing varied sports and playing e-sports, January 2018
What prevents people from doing sports (especially in gyms)?
Figure 8: Reasons for reducing frequency of doing sports in the last six months, January 2018
Figure 9: Changes of where to do sports, January 2018
Figure 10: Reasons for reducing frequency of doing sports in sports and exercising venues in the last six months, January 2018
Chinese vs foreign brands, which are people’s favourite?
Figure 11: Top 15 favourite brands of sports products, January 2018
What we think
ISSUES AND INSIGHTS
Fitness should be an holistic, mindful experience
The facts
The implications
The rising popularity of smart fitness
The facts
The implications
Figure 12: Examples of North-western University’s sweat patch and L’Oréal UV sensor
THE CONSUMER – WHAT YOU NEED TO KNOW
Meaning of doing sports is beyond health
Ball games and outdoor sports attract more people
It has been a good year for the sportswear market
ATTITUDES TOWARDS SPORTS AND EXERCISE
Involvement in fitness is relatively lower in China
Figure 13: Frequency of participation in sports and fitness activities in the last 6 months, by country, July 2017 in China, July 2016 in the US, July 2016 in the UK, January 2017 in Canada
Eating right is more important than exercising
Figure 14: Attitudes towards role of healthy eating vs doing sports played in staying healthy, January 2018
Health improvement is far more than doing sports
Figure 15: Attitudes towards health benefits of doing sports, January 2018
Sports topics are a new social currency
Figure 16: Attitudes towards social benefits of doing sports, January 2018
CONSUMER SEGMENTATION
Diversified motivators in life: food, fashion and function
Figure 17: Consumer groups segmented based on their attitudes, January 2018
Consumer profile of Sports Enthusiasts
Strongly hold belief in the great importance of doing physical sports
Figure 18: Attitudes towards benefits of sports, % any agree, by consumer group, January 2018
Focused and single-minded when watching sports events
Figure 19: Sports-related things done in the past 12 months, by consumer group, January 2018
Figure 20: Things done when watching a sports event, by consumer group, January 2018
Prefer playing sports that are popular, diversified and team-oriented
Figure 21: Attitudes towards preferences towards varied sports types, % any agree, by consumer group, January 2018
Tend to go out of home to do sports
Figure 22: Having done sports more often in different locations, by consumer group, January 2018
Have a practical mindset when purchasing sports-related products
Figure 23: Selective sports-related services that are being used now, by consumer group, January 2018
Figure 24: Having spent more money on sports apparel and shoes compared to 6 months ago, by consumer group, January 2018
Figure 25: Attitudes towards the importance of healthy eating vs doing sports, % any agree, by consumer group, January 2018
Figure 26: Having spent more on sports-related food and drinks compared to 6 months ago, by consumer group, January 2018
MOST POPULAR SPORTS
Badminton and basketball make it a two-horse race
Figure 27: Sports consumers spend time on following, January 2018
Figure 28: Sports played in the last six months, January 2018
Figure 29: The proportion of sports lovers (ie who not only are interested in following news about the sport but also play the sport), January 2018
Marathon and cycling likely to continue to be popular sports
E-sports are not an enemy to a healthy lifestyle
Figure 30: Attitudes towards e-sports, January 2018
Relationship between different sports
Figure 31: Attitudes towards doing varied sports, January 2018
Figure 32: Sports played in the last six months, by sports played, January 2018
Figure 33: Strongly agree that ‘Doing different types of sports is better for health than sticking to one type’, by sport lover, January 2018
Figure 34: Strongly agree that ‘Sports topics are helpful in building friendship’, by sport lover, January 2018
Influencing factors of sports preferences
Figure 35: Sports played in the last six months, by gender, January 2018
Figure 36: Sports played in the last six months, by generation, January 2018
BARRIERS TO DOING SPORTS
Is cold weather the fundamental barrier to doing sports?
Figure 37: Reasons for reducing frequency of doing sports in the last six months, January 2018
Why people lapse usage of sports/exercising venues?
Figure 38: Reasons for reducing frequency of doing sports in sports and exercising venues in the last six months, January 2018
Figure 39: Examples of workout pod
WHERE TO DO SPORTS
Prefer outdoor or indoor?
Figure 40: Changes of where to do sports, January 2018
Figure 41: Having done more sports in different locations compared to 6 months ago, by gender, January 2018
The growing market of home gyms
Figure 42: Frequency of doing sports in different locations, December 2017
Figure 43: Examples of exercise desk
Lower motivation to use fitness centres frequently
Figure 44: Frequency of doing sports in different locations, December 2017
Figure 45: Frequency of doing sports in different locations among self-claimed professionals in sports and exercise (eg athlete, coach), December 2017
Sports location preferences across company type
Figure 46: Having done more sports compared to 6 months ago in different locations, by company type, January 2018
PURCHASE TRENDS
Most consumers spend the same on varied sports-related categories
Figure 47: Purchase changes of sports-related products and services compared to six months ago, January 2018
Optimisation opportunities for sports-related drinks
Figure 48: Attributes associated with different types of sports-related drinks brands, January 2017
Figure 49: Consumption of different sports-related foods, January 2018
Fitness classes and equipment preferences across age and gender
Figure 50: Having spent more money on home gym equipment vs fitness classes compared to 6 months ago, by age and gender, January 2018
Figure 51: Living status, by age, January 2018
Desire for paying for live sports
Figure 52: Purchase changes of watching live sports, January 2018
Figure 53: Having spent more on paid live sports competitions, by consumer group, January 2018
FAVOURITE SPORTS BRANDS
The top three brands account for the lion’s share
Figure 54: Spontaneous answers to favourite brands of sports products, January 2018
Are Chinese brands doing well?
Figure 55: Top 15 favourite brands of sports products, January 2018
Consumer preferences of the top three
Figure 56: Spontaneous answers to favourite brands of sports products, by age, January 2018
Figure 57: Personal income, by age, January 2018
Figure 58: Spontaneous answers to favourite brands of sports products, by number of children, January 2018
Figure 59: Spontaneous answers to favourite brands of sports products, by city tier, January 2018
Figure 60: Spontaneous answers to favourite brands of sports products, by occupation, January 2018
Figure 61: Personal income, by occupation, January 2018
Figure 62: Lifestyle statement, by occupation, January 2018
DIFFERENT SPORTS LOVERS’ PREFERENCES
Sports programmes watching behaviours
Figure 63: Sports programmes watching preferences, by ways of watching sports, January 2018
Figure 64: Having spent more on watching live sports compared to 6 months ago, by sport lover, January 2018
Figure 65: Sports popularity ranking, January 2018
Social media following behaviours
Figure 66: Sports following preferences, by sport lover, January 2018
Food and drinks purchase
Figure 67: Having spent more on sports-related food and drinks compared to 6 months ago, by sport lover, January 2018
Fitness classes and equipment purchase
Figure 68: Having spent more on fitness classes and equipment compared to 6 months ago, by sport lover, January 2018
Apparel and shoes purchase
Figure 69: Having spent more on apparel and shoes compared to 6 months ago, by sport lover, January 2018
MEET THE MINTROPOLITANS
More into sports participation due to passion not social pressure
Figure 70: Consumer segmentation based on their attitudes, by consumer classification, January 2018
Figure 71: Having done more sports in different locations compared to 6 months ago, by consumer classification, January 2018
Figure 72: Having spent more money on fitness classes and equipment compared to 6 months ago, by consumer classification, January 2018
Which sports-related categories will see better performance?
Figure 73: Having spent more money on sports-related clothing and food compared to 6 months ago, by consumer classification, January 2018
Figure 74: Sports played in the last six months, by consumer classification, January 2018
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Abbreviations

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