Fit Consumer in the U.S.: Tapping into the Active Lifestyles of Sports and Fitness Participants, The

Fit Consumer in the U.S.: Tapping into the Active Lifestyles of Sports and Fitness Participants, The

This innovative brand new Packaged Facts report provides a detailed analysis of the attitudes and behavior of “Fit Consumers,” who are defined as the 50 million adult Americans who exercise at least three times a week and participate in at least one sport every chance they get. Fit Consumers are highly affluent, with an average household income that exceeds $87,000 and is 54% higher than the income of other households.

The report begins with an overview of the Fit Consumer market, including an assessment of the size and growth of the market and a demographic profile of Fit Consumers. A separate chapter analyzes the core values that form the foundation of the consumer behavior of Fit Consumers.

The next section of the report provides a detailed analysis of the steps Fit Consumers take to stay fit and keep healthy. One chapter focuses on how Fit Consumers manage their health and analyzes the role of healthy eating in the Fit Consumer lifestyle. A separate chapter takes an in-depth look at the sports and fitness activities pursued by Fit Consumers.

Another section of the report analyzes the consumer behavior of Fit Consumers. One chapter provides an overview of Fit Consumers from the standpoint of personal finance, brand awareness and shopping behavior. Another examines the attitudes and behavior of Fit Consumers in the automotive, travel, fashion, and consumer electronics areas. The report then analyzes how the attitudes and behavior of Fit Consumers vary in terms of the sports they pursue.

The report concludes with a section analyzing evolving trends in the Fit Consumer market. It contains a chapter on trends in media usage by Fit Consumers and a chapter on strategic trends and marketing opportunities in the Fit Consumer market.

How You Will Benefit from this Report
Fit Consumers represent an attractive target not only for marketers of products and services tied directly to their active lifestyles, such as fitness equipment, health clubs, sporting goods, athletic shoes, outerwear, and vitamins and other supplements. Fit Consumers also are more likely to go shopping frequently, both at the mall and online; buy new cars; own mutual funds; travel extensively; pamper themselves with a wide range of personal-care products, and keep up with the latest consumer electronics products. With an aggregate household income of $2.2 trillion, Fit Consumers represent a unique and fast-growing segment of the American consumer economy.

This report will help:
* Marketing Managers identify market opportunities and develop targeted promotion plans for Fit Consumers.
* Research and development professionals stay on top of competitor initiatives and explore demand for products targeting Fit Consumers.
* Advertising agencies to develop messages and images that compel Fit Consumers to purchase these products.
* Business development executives understand the dynamics of the market and identify possible partnerships.
* Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1 Executive Summary
• Background
o Introduction
o Overview of the Market
o Demographic Profile
o Core Values of Fit Consumers
o Health and Diet
o Sports and Leisure Activities
o Overview of Consumer Behavior
o Fit Consumer Profiles: Industry Highlights
o Fit Consumer Profiles: Sports Participation
o Media Trends
o Trends and Opportunities

Section 1 Overview
Chapter 2 Overview of the Market
• Size and Growth of the Fit Consumer Market
• Demographic Overview of Fit Consumers

Chapter 3 Core Values of Fit Consumers
• Fit Consumers Have Positive View of Life
• Fit Consumers Like to Pursue Adventure and Take Risks
• Fit Consumers Retain Taste for Adventure as They Age
• Looking Good a Key Part of Fit Consumer Mindset
• Fit Consumers Have Spiritual Orientation
• Fit Consumers Value Time More than Money
• Fit Consumers Have Urbane Worldview
• Close Relationships Highly Important to Fit Consumers
• Concern for Environment Distinguishes Fit Consumers from Other Consumers
• Fit Consumers Are Informed Consumers

Section 2 Keeping Fit
Chapter 4 Health and Diet
• How Fit Consumers Manage Their Health
• The Role of Healthy Eating in the Fit Consumer Lifestyle

Chapter 5 Sports and Leisure Activities
• Overview
• Sports Preferences of Fit Consumers
• Ownership of Sporting Goods Equipment

Section 3 Consumer Behavior
Chapter 6 Overview of Consumer Behavior
• Personal Finances
• Shopping Behavior

Chapter 7 Fit Consumer Profiles: Industry Highlights
• Fit Consumer Profile: Automotive
• Fit Consumer Profile: Fashion
• Fit Consumer Profile: Travel
• Fit Consumer Profile: Technology and Consumer Electronics

Chapter 8 Fit Consumer Profiles: Sports Participation
• Introduction
• Core Values
• Health and Diet
• Highlights of Consumer Behavior

Section 4 Market Trends
Chapter 9 Media Trends
• Print Media
• Television and Radio
• Impact of Advertising

Chapter 10 Trends and Opportunities
• Market Trends
• Market Opportunities

Appendix I List of Sports
Appendix II Addresses of Selected Fit Consumer Market Resources