The Active and Fit Consumer and Sports Nutritional Products in the U.S.

The Active and Fit Consumer and Sports Nutritional Products in the U.S.

Much attention has been paid recently to overweight and obesity in the U.S. But we’re not exclusively a nation of couch potatoes. Indeed, as two new reports from Packaged Facts demonstrate, the active consumer is alive, well, affluent - and spending money on fitness-related products. The Fit Consumer in the U.S. and Sports Nutritional Products in the U.S., both from Packaged Facts, offer marketers unique insights into the behaviors, attitudes and product-buying habits of consumers who pursue an active lifestyle (or, at the very least, indulge in the product trappings of the fit).

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

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.

The Fit Consumer in the U.S.: Tapping into the Active Lifestyles of Sports and Fitness Participants is based on information collected directly from firms active in the fit consumer market as well as a comprehensive analysis of relevant industry and trade publications. The principal primary research source is the Fall 2006 Simmons National Consumer Survey (NCS). The report also cites relevant data from key industry and trade associations.

Abstract: Sports Nutritional Products for Active Lifestyles in the U.S.

The sports nutritional products market in the U.S. is flexing its muscles and extending into a broader consumer market that is not so much about sports as it is about the fit lifestyle. Take note of the robust market growth in 2006, which saw a 23% gain over 2005 retail sales of $4.5 billion. This success was driven by the beverage category. The big question for the future is, can bars & gels and supplements capture that same sort of success? And the answer is yes, by integrating broader health benefits into new product launches.

Faced with a changing consumer landscape, the sports nutritionals market is well-placed to drive innovation and sales by stepping out of the sports zone through the exploration of category cross-fertilization, functionality hot buttons (such as organics, probiotics and the glycemic index) and new age sensory and emotional benefits. This is especially important for growth in the bars & gels and supplements categories. Both will need to integrate broader ranges of benefits into new product launches to spur sales.

Sports Nutritional Products for Active Lifestyles in the U.S. analyzes sales and growth potential for three main categories: beverages, bars & gels, and supplements. The report surveys marketing and new product trends and dissects consumer demographics by major categories, selected brands and selected activities. The report also tracks variations in general nutrition- and health-related attitudes among adult consumers and addresses the following segments:

• The Market (including market size and composition, and projected market growth)


• The Marketers (including discussions of specific marketer brand and market shares)


• The Consumer


• The Products


• Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from these Reports

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, and sports nutritional products are important products of choice for this cohort.

If your company is already competing in the sports nutritional products market, or is considering making the leap to target active and fit consumers, you will find both these reports invaluable, as they provide comprehensive packages of information and insight not offered anywhere else. You will gain a thorough understanding of the current market, as well as projected sales and trends through 2011. Contributing to that understanding will be a complete analysis of sales data from IRI and Simmons data along with other published and trade sources.

These reports will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans.


• Research and development professionals stay on top of competitor initiatives and explore demand for products in the sports nutritional arena and other 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 Report
o Scope and Methodology
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
o Defining the Scope of the Fit Consumer Market
o Nearly 50 Million Americans Categorized as “Fit Consumers”
o Fit Consumers Exceptionally Affluent
o Extreme Fit Consumers Even More Affluent
o Household Income of Fit Consumers Approaches $2.2 Trillion
o Fit Consumer Income Will Total $3 Trillion in 2011
• Demographic Overview of Fit Consumers
o Fit Consumers Are Relatively Young
o Fitness Declines with Age
o Decade Birthdays Trigger Renewed Interest in Fitness
o Fit Consumers More Likely to Be Non-Hispanic White
o Education Marks the Fit Consumer
o Affluence Defines the Fit Consumer Market
o Singles More Common
o Big-City Residents More Likely to Be Fit

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
o Fit Consumers Healthier than Most
o Fit Consumers Share Many Ailments with Other Consumers but Obesity Less Common
o Fit Consumers Avoid Doctors Unless Very Ill
o Alternative Medicine Gets Nod from Fit Consumers
o Fit Consumers More Likely to Endure Pain before Taking Meds
o Fit Consumers in Charge of Own Health
o Fit Consumers Have Same Attitudes toward Health Regardless of Age
• The Role of Healthy Eating in the Fit Consumer Lifestyle
o Healthy Eating Central Part of Fit Consumer Lifestyle
o Fit Consumers Control Calorie Intake
o Substantial Minority of Fit Consumers Diet to Lose Weight
o Non-Prescription Diet Products Less Commonly Used by Fit Consumers
o Fit Consumers Prefer Fresh Ingredients, Organic Food
o Healthy Snacks Hallmark of Fit Consumers
o New Food Products Get Fit Consumers’ Attention
o Even Younger Fit Consumers Focus on Healthy Eating
o Interest in Healthy Eating Crosses Regional Boundaries

Chapter 5 Sports and Leisure Activities
• Overview
o Fit Consumers More Active in Wide Variety of Areas
o Fit Consumers Bring Digital Cameras Along
• Sports Preferences of Fit Consumers
o Fitness Activities Top List of Favorite Sports
o Golf and Fishing Also Capture Attention of Male Fit Consumers
o Hunting Tops List of Sports Dominated by Male Fit Consumers
o Women Form Majority in Fitness Sports
o Sports Preferences Evolve as Male Fit Consumers Age
o Sports Choices of Female Fit Consumers Change More Slowly
o Regional Differences Seen in Sports Choices of Fit Consumers
o Fit Consumers Favor Fitness Sports Regardless of Education and Income
o Action Sports Dominated by Youngest Fit Consumers
o Team Sports See More Multicultural Fit Consumers
• Ownership of Sporting Goods Equipment
o Sporting Goods More Common in Homes of Fit Consumers
o Fit Consumers Most Likely to Exercise at Home
o Ownership of Sports Equipment Reflects Involvement in Fitness Activities at Home

Section 3 Consumer Behavior

Chapter 6 Overview of Consumer Behavior
• Personal Finances
o Fit Consumers Careful with Their Money
o Credit Cards More Common
o Fit Consumers Prime Customers for Financial Services Industry
o Fit Consumers Cautious about Financial Services
o Fit Consumers In Search of Financial Acumen
o Fit Consumers See Value of Insurance
• Shopping Behavior
o Shopping Not a Top Priority for Fit Consumers
o But Fit Consumers Shop Often
o Fit Consumers Look for Bargains
o Brand Names Important
o Fit Consumers More Likely to Shop Online
o Fit Consumers Big Spenders on the Internet
o Fit Consumers Important Catalog Customers

Chapter 7 Fit Consumer Profiles: Industry Highlights
• Fit Consumer Profile: Automotive
o Cars Tied to Self-Image
o Autos Part of Active Lifestyle of Consumers
o Auto Safety a Major Concern
o Fit Consumers Prime Customers for New Cars
o SUVs Found in Fit Consumers’ Garages
o Fit Consumers More Likely to Plan Vehicle Purchase in Near Future
• Fit Consumer Profile: Fashion
o Fit Consumers Fashion-Conscious
o Men in Fit Consumer Market Have Conservative Fashion Views
o Fit Consumers More Likely to Use Personal Care Products
o More Fit Consumers Use Sunscreen Products
o Apparel Purchases Match Lifestyle of Fit Consumers
o Fit Consumers Major Customers for Athletic Shoes
• Fit Consumer Profile: Travel
o Fit Consumers Seek Out Different Vacation Experiences
o Fit Consumers Travel More Often
o Foreign Travel Attracts Fit Consumers
• Fit Consumer Profile: Technology and Consumer Electronics
o Fit Consumers Highly Involved in Technology
o Fit Consumers of All Ages More Tech-Savvy
o Multiple Computers More Common in Homes of Fit Consumers
o Fit Consumers Connected to the Internet
o Fit Consumers Tap Internet for Sports Information
o Fit Consumers More Likely to Have Cell Phone Internet Access

Chapter 8 Fit Consumer Profiles: Sports Participation
• Introduction
o Sports Categories Defined
o Clear Demographic Differences Seen in Sports Pursued by Fit Consumers
• Core Values
o Fitness Buffs and Tennis Players Want to Look Young
o Golfers Most Laid Back and Optimistic
o Action Sports Attract Risk-Takers
o Snow Sports Participants Espouse More Secular Values
o Hunters Enjoy “Nature” but Reject Recycling
o Participation
• Health and Diet
o Fitness Buffs Most Driven by Healthy Eating
o Snacking Habits Vary
o Fitness and Water Sports Participants Most Likely to Diet
o Fitness Enthusiasts Look to Preventive Medicine
o Fitness Enthusiasts Actively Seek Health Information
o Use of Vitamins Common in Most Sports
o Alternative Medicine the Choice of Racquet Sports Players
• Highlights of Consumer Behavior
o Shopping Behavior Reflects Underlying Demographics
o Fashion Attitudes Show Complex Pattern
o Hunters and Fishermen Prefer American Cars—Especially SUVs

Section 4 Market Trends

Chapter 9 Media Trends
• Print Media
o Internet Has Significant Impact on Media Consumption of Fit
o Consumers
o Fit Consumers Depend on Print Media
o Magazines Important to Fit Consumers
• Television and Radio
o TV Less Important to Fit Consumers
o ESPN Top Cable Choice for Male Fit Consumers
• Impact of Advertising
o Fit Consumers Have Mixed Feelings about Ads
o Fit Consumers Down on TV Commercials but Pay Attention to Ads in Movie Theaters
o Internet Ads Have Less Impact on Fit Consumers

Chapter 10 Trends and Opportunities
• Market Trends
o Many Factors Converge to Increase Population of Fit Consumers
o Aging Boomers Likely to Expand Fit Consumer Market
o Decade Birthdays Offer Cues to Marketers
o Marketers Team with Health Clubs to Reach Fit Consumers
o Companies Sponsor Athletes to Expand Sales
• Market Opportunities
o Fit Consumers Are Affluent Consumers
o Extreme Fit Consumers Highly Prized Consumer Segment
o Fit Consumers Represent Major Market Segment for Healthy Foods
o Leisure Activities of Fit Consumers Generate Opportunities
o Fit Consumers Drive Market for Athletic Apparel and Sporting Goods
o Fit Consumers Represent Unusually Attractive Segment for Retailers
o Fit Consumers Major Users of Financial Services Table 10-10: Selected Opportunities Related to Financial Services Used by
o Fit Consumers More than 6 Million Fit Consumers Plan to Buy New Vehicle in Next 12 Months
o Concern for Image Creates Opportunities for Personal Care and Fashion Industries