With increasing sedentary lifestyles helping to drive rising global obesity rates, a growing number of consumers are becoming increasingly interested in participating in sport as both a way of keeping fit and healthy and a means of self-expression. This shift in behaviour, which spans the generational divide from baby boomer retirees to generation Y and even children, is helping to drive strong demand growth in markets as varied as sports apparel, energy drinks and consumer electronics.
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1. EXECUTIVE SUMMARY
- Demand factors
- Consumer behaviour
- Commercial impact
- Market opportunities
- Growing awareness of obesity risks raises the perceived payoff from sport
- The changing shape of role models
- Shifts in Family Structure and Life Stages
- Increasingly active retirees
- Urbanisation and sedentarism have profound lifestyle impacts
- The rise of experiential consumption
- The decline of manual labour
- The internet lets a thousand sporting flowers bloom
- Sport as signifier and status symbol
- In search of a fountain of youth
- Euromonitor International Surveys
- Extreme sports – in search of safe danger?
- Adventure sports – a lifestyle for some
- Cycling Revival
- Gyms still popular, but competition within the sector is hotting up
- Winter sports struggle against a difficult economic background
- Emerging market running boom
- Increased emphasis on structured play in childhood
- Putting “Fun” into Unemployment
- “Geek” and “hipster” sports – Sport for All?
- Gyms seek specialised niches
- In search of peak performance with coaching and training
- Sportswear on the catwalk
- Middle-aged men splash out on sports equipment
- Emerging markets drive growth in sports and energy drinks
- Vitamin and dietary supplements – popular, but sometimes controversial
- Sports nutrition goes mainstream
- Luxury brands eye sportswear market
- Tourists get active
- In the search of the food of champions
- Digging deep to boost performance
- Gadgets facilitate the evolution of the “quantified self”
- On the cusp of an app revolution
- Active wear for the sporty pet
- An urban future bodes well for sports participation
- Obesity problem spreading beyond developed economies
- Increased segmentation in gym market?
- Diet is more important than exercise?
- The real tech revolution is yet to come
- Too much of a good thing?
- Epigenetics posits potential generational benefits for exercisers
- A playful reaction to hypercompetitivity?
Research and Markets Laura Wood, Senior Manager firstname.lastname@example.org
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