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.

Report Methodology
This report 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.

About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written more than 30 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.

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.

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