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

 
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Published Aug 1, 2007 | 234 Pages | Pub ID: LA1534650

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.

Chapter 1 Executive Summary
  • Background
    • Introduction
    • Overview of the Report
    • Scope and Methodology
      • Scope of the Market
      • Methodology

    • Overview of the Market
      • Nearly 50 Million Americans Categorized as “Fit Consumers”
      • Fit Consumers Exceptionally Affluent
      • Household Income of Fit Consumers Approaches $2.2 Trillion
      • Fit Consumer Income Will Total $3 Trillion in 2011

    • Demographic Profile
      • Fit Consumers Are Relatively Young
      • Fitness Declines with Age
      • Decade Birthdays Trigger Renewed Interest in Fitness
      • Education Marks the Fit Consumer

    • 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 Value Time More than Money
      • Fit Consumers Have Urbane Worldview
      • Close Relationships Highly Important to Fit Consumers
      • Concern for Environment Distinguishes Fit Consumers
      • Fit Consumers Are Informed Consumers

    • Health and Diet
      • Fit Consumers Healthier than Most
      • Fit Consumers Share Many Ailments with Other Consumers but Obesity Less Common
      • Alternative Medicine Gets Nod from Fit Consumers
      • Fit Consumers More Likely to Endure Pain before Taking Meds
      • Vitamins Valued by Fit Consumers
      • Healthy Eating Central Part of Fit Consumer Lifestyle
      • Substantial Minority of Fit Consumers Diet to Lose Weight
      • Fit Consumers Prefer Fresh Ingredients, Organic Food
      • Even Younger Fit Consumers Focus on Healthy Eating

    • Sports and Leisure Activities
      • Fitness Activities Top List of Favorite Sports
      • Hunting Tops List of Sports Dominated by Male Fit Consumers
      • Women Form Majority in Fitness Sports
      • Sports Preferences Evolve as Male Fit Consumers Age
      • Fit Consumers Favor Fitness Sports Regardless of Education and Income
      • Action Sports Dominated by Youngest Fit Consumers
      • Team Sports See More Multicultural Fit Consumers
      • Fit Consumers Most Likely to Exercise at Home
      • Ownership of Sports Equipment Reflects Involvement in Fitness Activities at Home

    • Overview of Consumer Behavior
      • Fit Consumers Careful with Their Money
      • Credit Cards More Common
      • Fit Consumers In Search of Financial Acumen
      • Fit Consumers Shop Often
      • Fit Consumers Look for Bargains
      • Brand Names Important
      • Fit Consumers More Likely to Shop Online
      • Fit Consumers Big Spenders on the Internet
      • Fit Consumers Important Catalog Customers

    • Fit Consumer Profiles: Industry Highlights
      • Cars Tied to Self-Image
      • Autos Part of Active Lifestyle of Fit Consumers
      • Auto Safety a Major Concern
      • Fit Consumers More Likely to Plan Vehicle Purchase in Near Future
      • Fit Consumers Fashion-Conscious
      • Fit Consumers More Likely to Use Personal Care Products
      • More Fit Consumers Use Sunscreen Products
      • Apparel Purchases Match Lifestyle of Fit Consumers
      • Fit Consumers Travel More Often
      • Fit Consumers of All Ages More Tech-Savvy

    • Fit Consumer Profiles: Sports Participation
      • Clear Demographic Differences Seen in Sports Pursued by Fit Consumers
      • Fitness Buffs and Tennis Players Want to Look Young
      • Golfers Most Laid Back and Optimistic
      • Fitness Buffs Most Driven by Healthy Eating
      • Fitness and Water Sports Participants Most Likely to Diet
      • Fitness Enthusiasts Look to Preventive Medicine
      • Shopping Behavior Reflects Underlying Demographics
      • Hunters and Fishermen Prefer American Cars
      • Differences Seen in Travel Preferences

    • Media Trends
      • Internet Has Significant Impact on Media Consumption of Fit
      • Consumers
      • Fit Consumers Depend on Print Media
      • Magazines Important to Fit Consumers
      • TV Less Important to Fit Consumers
      • ESPN Top Cable Choice for Male Fit Consumers
      • Radio Important as a News Source
      • Fit Consumers Have Mixed Feelings about Ads
      • Fit Consumers Down on TV Commercials but Pay Attention to Ads in Movie Theaters

    • Trends and Opportunities
      • Many Factors Converge to Increase Population of Fit Consumers
      • Aging Boomers Likely to Expand Fit Consumer Market
      • Marketers Team with Health Clubs and Sponsor Athletes to Reach Fit Consumers
      • Extreme Fit Consumers Highly Prized Consumer Segment
      • Fit Consumers Represent Major Market Segment for Wide Range of Industries

Section 1 Overview
Chapter 2 Overview of the Market

  • Size and Growth of the Fit Consumer Market
    • Defining the Scope of the Fit Consumer Market
    • Nearly 50 Million Americans Categorized as “Fit Consumers”
    • Table 2-1: Number of Fit Consumers
    • Table 2-2: Number of Fit Consumers by Market Segment
    • Fit Consumers Exceptionally Affluent
    • Table 2-3: Aggregate Household Income of All Fit Consumers by Average Household Income, 2006
    • Extreme Fit Consumers Even More Affluent
    • Figure 2-1: Average Household Income, Fit Consumers vs. Other Consumers
    • Household Income of Fit Consumers Approaches $2.2 Trillion
    • Table 2-4: Aggregate Household Income of All Fit Consumers by Level of Household Income, 2006
    • Table 2-5: Aggregate Household Income of Extreme Fit Consumers by Level of Household Income, 2006
    • Table 2-6: Aggregate Household Income of Wannabe Fit Consumers by Level of Household Income, 2006
    • Table 2-7: Aggregate Household Income, Extreme vs. Wannabe Fit Consumers
    • Fit Consumer Income Will Total $3 Trillion in 2011
    • Table 2-8: Projected Size and Growth of Fit Consumer Market, 2006-2011

  • Demographic Overview of Fit Consumers
    • Fit Consumers Are Relatively Young
    • Table 2-9: Fit Consumers by Age Group
    • Fitness Declines with Age
    • Figure 2-2: Percentage of Fit Consumers in Each 10-Year Age Group
    • Decade Birthdays Trigger Renewed Interest in Fitness
    • Figure 2-3: Percentage of Fit Consumers in Each 5-Year Age Group
    • Fit Consumers More Likely to Be Non-Hispanic White
    • Table 2-10: Gender and Race and Hispanic Origin, Fit Consumers vs. Other Consumers
    • Education Marks the Fit Consumer
    • Table 2-11: Education and Employment Profile, Fit Consumers vs. Other Consumers
    • Affluence Defines the Fit Consumer Market
    • Table 2-12: Household Income, Fit Consumers vs. Other Consumers
    • Table 2-13: Employment Income, Fit Consumers vs. Other Consumers
    • Table 2-14: Homeownership, Fit Consumers vs. Other Consumers
    • Table 2-15: Value of Residence, Fit Consumers vs. Other Consumers
    • Singles More Common
    • Table 2-16: Marital Status, Fit Consumers vs. Other Consumers
    • Table 2-17: Size of Household and Presence of Children, Fit Consumers vs. Other Consumers
    • Big-City Residents More Likely to Be Fit
    • Table 2-18: Place of Residence, Fit Consumers vs. Other Consumers

Chapter 3 Core Values of Fit Consumers

  • Fit Consumers Have Positive View of Life
  • Table 3-1: Attitudes toward Enjoying Life, Fit Consumers vs. Other Consumers
  • Table 3-2: Attitudes toward Enjoying Life, 18- to 49-Year-Olds by Age Group, Fit Consumers. vs. Other Consumers
  • Table 3-3: Attitudes toward Enjoying Life, 50- to 69-Year-Olds by Age Group, Fit Consumers. vs. Other Consumers
  • Fit Consumers Like to Pursue Adventure and Take Risks
  • Table 3-4: Attitudes toward Adventure and Risk, Fit Consumers vs. Other Consumers
  • Table 3-5: Attitudes toward Adventure and Risk by Region, Fit Consumers vs. Other Consumers
  • Fit Consumers Retain Taste for Adventure as They Age
  • Table 3-6: Attitudes toward Adventure and Risk of 18- to 49-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
  • Table 3-7: Attitudes toward Adventure and Risk of 50- to 69-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
  • Looking Good a Key Part of Fit Consumer Mindset
  • Table 3-8: Self-Image, Fit Consumers vs. Other Consumers Fit Consumers of All Ages Want to Stay Looking Young
  • Table 3-9: Self Image of 18- to 49-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
  • Table 3-10: Self Image of 50- to 69-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
  • Fit Consumers Have Spiritual Orientation
  • Table 3-11: Social Values, Fit Consumers vs. Other Consumers
  • Table 3-12: Social and Political Values by Region, Fit Consumers vs. Other Consumers
  • Fit Consumers Value Time More than Money
  • Table 3-13: Attitudes toward Work and Money, Fit Consumers vs. Other Consumers
  • Fit Consumers Have Urbane Worldview
  • Table 3-14: Cosmopolitan Attitudes, Fit Consumers vs. Other Consumers
  • Close Relationships Highly Important to Fit Consumers
  • Table 3-15: Attitudes toward Relationships, Fit Consumers vs. Other Consumers
  • Table 3-16: Attitudes toward Home and Family, Fit Consumers vs. Other Consumers
  • Concern for Environment Distinguishes Fit Consumers from Other Consumers
  • Table 3-17: Attitudes toward the Environment, Fit Consumers vs. Other Consumers
  • Table 3-18: Attitudes toward the Environment by Region, Fit Consumers vs. Other Consumers
  • Table 3-19: Attitudes toward the Environment of 18- to 49-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
  • Table 3-20: Attitudes toward the Environment of 50- to 69-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
  • Fit Consumers Are Informed Consumers
  • Table 3-21: Attitudes toward Learning and Information-Gathering, Fit Consumers vs. Other Consumers

Section 2 Keeping Fit
Chapter 4 Health and Diet

  • How Fit Consumers Manage Their Health
    • Fit Consumers Healthier than Most
    • Table 4-1: Attitudes toward Health, Fit Consumers vs. Other Consumers
    • Fit Consumers Share Many Ailments with Other Consumers but Obesity Less Common
    • Table 4-2: Ailments in Last 12 Months, Fit Consumers vs. Other Consumers
    • Fit Consumers Avoid Doctors Unless Very Ill
    • Table 4-3: Attitudes toward Doctors, Fit Consumers vs. Other Consumers
    • Alternative Medicine Gets Nod from Fit Consumers
    • Table 4-4: Attitudes toward Alternative Medicine, Fit Consumers vs. Other Consumers
    • Fit Consumers More Likely to Endure Pain before Taking Meds
    • Table 4-5: Attitudes toward Taking Medications, Fit Consumers vs. Other Consumers Vitamins Valued by Fit Consumers
    • Table 4-6: Attitudes toward Vitamins, Fit Consumers vs. Other Consumers
    • Table 4-7: Types of Vitamins/Minerals Used, Fit Consumers vs. Other Consumers
    • Fit Consumers in Charge of Own Health
    • Table 4-8: Gathering Health Information, Fit Consumers vs. Other Consumers
    • Fit Consumers Have Same Attitudes toward Health Regardless of Age
    • Table 4-9: Attitudes toward Health Management of 18- to 49-Year-Olds by
    • Age Group, Fit Consumers vs. Other Consumers
    • Table 4-10: Attitudes toward Health Management of 50- to 69-Year-Olds by Age Group, Fit Consumers vs. Other Consumers

  • The Role of Healthy Eating in the Fit Consumer Lifestyle
    • Healthy Eating Central Part of Fit Consumer Lifestyle
    • Table 4-11: Attitudes toward Healthy Eating, Fit Male Consumers vs. Other Male Consumers
    • Table 4-12: Attitudes toward Healthy Eating, Fit Female Consumers vs. Other Female Consumers
    • Fit Consumers Control Calorie Intake
    • Table 4-13: Attitudes toward Dieting, Fit Male Consumers vs. Other Male Consumers
    • Table 4-14: Attitudes toward Dieting, Fit Female Consumers vs. Other Female Consumers
    • Substantial Minority of Fit Consumers Diet to Lose Weight
    • Table 4-15: Reasons for Watching Diet, Fit Consumers vs. Other Consumers
    • Non-Prescription Diet Products Less Commonly Used by Fit Consumers
    • Table 4-16: Non-Prescription Products Used in Watching Diet, Fit Consumers vs. Other Consumers
    • Fit Consumers Prefer Fresh Ingredients, Organic Food
    • Table 4-17: Shopping for Food, Fit Consumers vs. Other Consumers
    • Healthy Snacks Hallmark of Fit Consumers
    • Table 4-18: Snacking Habits, Fit Consumers vs. Other Consumers
    • New Food Products Get Fit Consumers’ Attention
    • Table 4-19: Attitudes toward Trying New Foods, Fit Consumers vs. Other Consumers
    • Even Younger Fit Consumers Focus on Healthy Eating
    • Table 4-20: Attitudes of 18- to 49-Year-Olds toward Healthy Eating and Dieting by Age Group, Fit Consumers vs. Other Consumers
    • Table 4-21: Attitudes of 50- to 69-Year-Olds toward Healthy Eating and Dieting by Age Group, Fit Consumers vs. Other Consumers
    • Interest in Healthy Eating Crosses Regional Boundaries
    • Table 4-22: Attitudes toward Healthy Eating and Dieting by Region, Fit Consumers vs. Other Consumers

Chapter 5 Sports and Leisure Activities

  • Overview
    • Fit Consumers More Active in Wide Variety of Areas
    • Table 5-1: Leisure Activities/Hobbies of Men in Last 12 Months, Fit
    • Consumers vs. Other Consumers
    • Table 5-2: Leisure Activities/Hobbies of Women in Last 12 Months, Fit Consumers vs. Other Consumers
    • Fit Consumers Bring Digital Cameras Along
    • Table 5-3: Ownership and Use of Digital Cameras, Fit Consumers vs. Other Consumers

  • Sports Preferences of Fit Consumers
    • Fitness Activities Top List of Favorite Sports
    • Table 5-4: Sports Most Popular among Fit Consumers
    • Golf and Fishing Also Capture Attention of Male Fit Consumers
    • Table 5-5: Sports Most Popular among Fit Male Consumers
    • Hunting Tops List of Sports Dominated by Male Fit Consumers
    • Table 5-6: Sports by Percent of Participation by Male Fit Consumers
    • Women Form Majority in Fitness Sports
    • Table 5-7: Sports Most Popular among Female Fit Consumers
    • Table 5-8: Sports by Percent Participation by Female Fit Consumers
    • Sports Preferences Evolve as Male Fit Consumers Age
    • Table 5-9: Sports Most Popular among 18- to 49-Year-Old Male Fit
    • Consumers by Age Group
    • Table 5-10: Sports Most Popular among 50- to 69-Year-Old Male Fit Consumers by Age Group
    • Sports Choices of Female Fit Consumers Change More Slowly
    • Table 5-11: Sports Most Popular among 18- to 49-Year-Old Female Fit Consumers by Age Group
    • Table 5-12: Sports Most Popular among 50- to 69-Year-Old Female Fit Consumers by Age Group
    • Regional Differences Seen in Sports Choices of Fit Consumers
    • Table 5-13: Sports Most Popular among Fit Consumers by Region
    • Fit Consumers Favor Fitness Sports Regardless of Education and Income
    • Table 5-14: Sports Most Popular among Fit Consumers by Educational Achievement
    • Table 5-15: Sports Most Popular among Fit Consumers by Household Income
    • Action Sports Dominated by Youngest Fit Consumers
    • Table 5-16: Most Popular Sports among 18- to 29-Year-Old Fit Consumers
    • Team Sports See More Multicultural Fit Consumers
    • Table 5-17: Fit Consumer Sports Participation by % Multicultural Participants

  • Ownership of Sporting Goods Equipment
    • Sporting Goods More Common in Homes of Fit Consumers
    • Figure 5-1: Percent Owning Sporting Goods, Fit Consumers vs. Other Consumers
    • Figure 5-2: Percent Buying Sporting Goods in Last 12 Months, Fit
    • Consumers vs. Other Consumers
    • Fit Consumers Most Likely to Exercise at Home
    • Table 5-18: Where Fit Consumers Exercise by Gender
    • Ownership of Sports Equipment Reflects Involvement in Fitness Activities at Home
    • Table 5-19: Sporting Goods Owned by Fit Consumers vs. Other
    • Consumers
    • Table 5-20: Sporting Goods Bought in the Last 12 Months by Fit Consumers vs. Other Consumers

Section 3 Consumer Behavior
Chapter 6 Overview of Consumer Behavior

  • Personal Finances
    • Fit Consumers Careful with Their Money
    • Table 6-1: Attitudes toward Money and Spending, Fit Consumers vs. Other Consumers
    • Credit Cards More Common
    • Table 6-2: Ownership of Credit Cards, Fit Consumers vs. Other Consumers
    • Table 6-3: Use of Debit Cards, Fit Consumers vs. Other Consumers
    • Fit Consumers Prime Customers for Financial Services Industry
    • Figure 6-1: Percent Owning Mutual Funds/Brokerage Accounts, Fit Consumers vs. Other Consumers
    • Table 6-4: Ownership of Bank Accounts, Fit Consumers vs. Other Consumers
    • Fit Consumers Cautious about Financial Services
    • Table 6-5: Use of Financial Services, Fit Consumers vs. Other Consumers
    • Fit Consumers In Search of Financial Acumen
    • Table 6-6: Level of Knowledge and Interest in Personal Finance, Fit Consumers vs. Other Consumers
    • Fit Consumers See Value of Insurance
    • Table 6-7: Perceived Need for Insurance, Fit Consumers vs. Other
    • Consumers

  • Shopping Behavior
    • Shopping Not a Top Priority for Fit Consumers
    • Table 6-8: Attitudes toward Shopping, Fit Consumers vs. Other Consumers
    • Table 6-9: Attitudes toward Shopping as a Social Event, Fit Consumers vs. Other Consumers
    • But Fit Consumers Shop Often
    • Figure 6-2: Percent Visiting Shopping Mall in Last 4 Weeks, Fit Consumers
    • vs. Other Consumers
    • Figure 6-3: Percent Visiting Strip Mall in Last 4 Weeks, Fit Consumers vs. Other Consumers
    • Table 6-10: Frequency of Visits to Malls In Last 4 Weeks, Fit Consumers
    • vs. Other Consumers
    • Table 6-11: Department/Discount Stores Shopped in Last 12 Months, Fit Consumers vs Other Consumers.
    • Fit Consumers Look for Bargains
    • Table 6-12: Attitudes toward Sales or Bargains, Fit Consumers vs. Other Consumers
    • Brand Names Important
    • Table 6-13: Brand Awareness, Fit Consumers vs. Other Consumers
    • Fit Consumers More Likely to Shop Online
    • Table 6-14: Attitudes toward Online Shopping, Fit Consumers vs. Other Consumers
    • Table 6-15: Attitudes of 18- to 49-Year-Olds toward Online Shopping by
    • Age Group, Fit Consumers vs. Other Consumers
    • Table 6-16: Attitudes of 50- to 69-Year-Olds toward the Internet by Age
    • Group, Fit Consumers vs. Other Consumers
    • Fit Consumers Big Spenders on the Internet
    • Figure 6-4: Percent Making an Online Purchase in Last 12 Months, Fit Consumers vs. Other Consumers
    • Table 6-17: Total Spent on Internet in Last 12 Months
    • Table 6-18: Items Bought on Internet in Last 12 Months, Fit Consumers vs. Other Consumers
    • Fit Consumers Important Catalog Customers
    • Figure 6-5: Percent Choosing Not to Have Name on Mailing List, Fit Consumers vs. Other Consumers
    • Figure 6-6: Percent Buying Merchandise from a Catalog in Last 12 Months,
    • Fit Consumers vs. Other Consumers
    • Table 6-19: Types of Merchandise Bought From Catalogs in Last 12 Months, Fit Consumers vs. Other Consumers
    • Figure 6-7: Percent Making Mail/Phone Purchases in Last 12 Months, Fit Consumers vs Other Consumers.
    • Table 6-20: Items Bought by Mail or Phone in Last 12 Months, Fit
    • Consumers vs. Other Consumers

Chapter 7 Fit Consumer Profiles: Industry Highlights

  • Fit Consumer Profile: Automotive
    • Cars Tied to Self-Image
    • Table 7-1: Attitudes toward Cars and Self Image, Fit Consumers vs. Other Consumers
    • Autos Part of Active Lifestyle of Consumers
    • Table 7-2: Automobiles and Lifestyle, Fit Consumers vs. Other Consumers
    • Table 7-3: Automobiles and Lifestyle by Region, Fit Consumers vs. Other Consumers
    • Table 7-4: Automobiles and Lifestyle of 18- to 49-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
    • Table 7-5: Automobiles and Lifestyle of 50- to 69-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
    • Auto Safety a Major Concern
    • Table 7-6: Attitudes toward Auto Safety, Fit Consumers vs. Other Consumers
    • Fit Consumers Prime Customers for New Cars
    • Table 7-7: Attitudes toward New vs. Used Cars, Fit Consumers vs. Other Consumers
    • Table 7-8: Attitudes toward Foreign Cars, Fit Consumers vs. Other Consumers
    • Table 7-9: Reasons for Buying Cars, Fit Consumers vs. Other Consumers
    • SUVs Found in Fit Consumers’ Garages
    • Table 7-10: Ownership of Vehicles, Fit Consumers vs. Other Consumers
    • Fit Consumers More Likely to Plan Vehicle Purchase in Near Future
    • Table 7-11: Purchase of Vehicles, Fit Consumers vs. Other Consumers

  • Fit Consumer Profile: Fashion
    • Fit Consumers Fashion-Conscious
    • Table 7-12: Attitudes toward Fashion, Fit Consumers vs. Other Consumers
    • Men in Fit Consumer Market Have Conservative Fashion Views
    • Table 7-13: Attitudes toward Fashion by Gender, Fit Consumers vs. Other Consumers
    • Fit Consumers More Likely to Use Personal Care Products
    • Table 7-14: Use of Personal Care Products, Fit Female Consumers vs. Other Female Consumers
    • Table 7-15: Use of Personal Care Products, Fit Male Consumers vs. Other Male Consumers
    • More Fit Consumers Use Sunscreen Products
    • Figure 7-1: Percent Using Sunscreen Products by Gender, Fit Consumers vs. Other Consumers
    • Apparel Purchases Match Lifestyle of Fit Consumers
    • Table 7-16: Clothing Items and Accessories Bought in Last 12 Months,
    • Fit Male Consumers vs. Other Male Consumers
    • Table 7-17: Clothing Items and Accessories Bought in Last 12 Months,
    • Fit Female Consumers vs. Other Female Consumers
    • Fit Consumers Major Customers for Athletic Shoes
    • Table 7-18: Sneakers/Athletic Shoes Bought in Last 12 Months, Fit Male Consumers vs. Other Male Consumers
    • Table 7-19: Sneakers/Athletic Shoes/Sports Shoes Bought in Last 12
    • Months, Fit Female Consumers vs. Other Female Consumers

  • Fit Consumer Profile: Travel
    • Fit Consumers Seek Out Different Vacation Experiences
    • Table 7-20: Attitudes toward Travel, Fit Consumers vs. Other Consumers
    • Fit Consumers Travel More Often
    • Figure 7-2: Percent Staying in Hotel/Motel or Similar Accommodation in
    • U.S. in Last 12 Months, Fit Consumers vs. Other Consumers
    • Figure 7-3: Percent Taking Cruise Ship Vacation in Last 3 Years, Fit Consumers vs. Other Consumers
    • Table 7-21: Travel Profile, Fit Consumers vs. Other Consumers
    • Foreign Travel Attracts Fit Consumers
    • Figure 7-4: Percent with a Passport, Fit Consumers vs. Other Consumers
    • Table 7-22: Attitudes toward Foreign Travel, Fit Consumers vs. Other Consumers
    • Table 7-23: Profile of Foreign Travelers, Fit Consumers vs. Other Consumers

  • Fit Consumer Profile: Technology and Consumer Electronics
    • Fit Consumers Highly Involved in Technology
    • Table 7-24: Attitudes toward Technology, Fit Consumers vs. Other Consumers
    • Fit Consumers of All Ages More Tech-Savvy
    • Table 7-25: Attitudes of 18- to 49-Year-Olds toward Technology by Age Group, Fit Consumers vs. Other Consumers
    • Table 7-26: Attitudes of 50- to 69-Year-Olds toward Technology by Age Group, Fit Consumers vs. Other Consumers
    • Multiple Computers More Common in Homes of Fit Consumers
    • Table 7-27: Ownership of Personal Computers at Home, Fit Consumers vs. Other Consumers
    • Fit Consumers Connected to the Internet
    • Table 7-28: Frequency of Going Online at Home, Fit Consumers vs. Other Consumers
    • Fit Consumers Tap Internet for Sports Information
    • Table 7-29: Online Activities, Fit Consumers vs. Other Consumers
    • Fit Consumers More Likely to Have Cell Phone Internet Access
    • Table 7-30: Ownership and Use of Cell Phones, Fit Consumers vs. Other Consumers

Chapter 8 Fit Consumer Profiles: Sports Participation

  • Introduction
    • Sports Categories Defined
    • Table 8-1: Sports Categories
    • Clear Demographic Differences Seen in Sports Pursued by Fit Consumers
    • Table 8-2: Demographic Profile of Fit Consumers by Sports Category

  • Core Values
    • Fitness Buffs and Tennis Players Want to Look Young
    • Table 8-3: Self Image of Fit Consumers by Sports Participation
    • Golfers Most Laid Back and Optimistic
    • Table 8-4: Attitudes toward Life of Fit Consumers by Sports Participation
    • Action Sports Attract Risk-Takers
    • Table 8-5: Attitudes toward Adventure and Risk of Fit Consumers by Sports Participation
    • Snow Sports Participants Espouse More Secular Values
    • Table 8-6: Religious Values of Fit Consumers by Sports Participation
    • Hunters Enjoy “Nature” but Reject Recycling
    • Table 8-7: Environmental Attitudes of Fit Consumers by Sports
    • Participation

  • Health and Diet
    • Fitness Buffs Most Driven by Healthy Eating
    • Table 8-8: Attitudes of Fit Consumers toward Healthy Eating by Sports Participation
    • Table 8-9: Attitudes of Fit Consumers toward Organic/Fresh Food by Sports Participation
    • Snacking Habits Vary
    • Table 8-10: Attitudes of Fit Consumers toward Snacking by Sports Participation
    • Fitness and Water Sports Participants Most Likely to Diet
    • Table 8-11: Attitudes of Fit Consumers toward Dieting by Sports Participation
    • Fitness Enthusiasts Look to Preventive Medicine
    • Table 8-12: Attitudes of Fit Consumers toward Medical Care and Medications by Sports Participation
    • Fitness Enthusiasts Actively Seek Health Information
    • Table 8-13: Attitudes of Fit Consumers toward Gathering Information about Diet and Health by Sports Participation
    • Use of Vitamins Common in Most Sports
    • Table 8-14: Attitudes of Fit Consumers toward Vitamins by Sports Participation
    • Alternative Medicine the Choice of Racquet Sports Players
    • Table 8-15: Attitudes of Fit Consumers toward Alternative Medicine by
    • Sports Participation

  • Highlights of Consumer Behavior
    • Shopping Behavior Reflects Underlying Demographics
    • Table 8-16: Attitudes of Fit Consumers toward Shopping by Sports Participation
    • Fashion Attitudes Show Complex Pattern
    • Table 8-17: Attitudes of Fit Consumers toward Fashion by Sports Participation
    • Hunters and Fishermen Prefer American Cars—Especially SUVs
    • Table 8-18: Attitudes of Fit Consumers toward Foreign vs. Domestic Cars by Sports Participation
    • Table 8-19: Attitudes of Fit Consumers toward Automobiles by Sports Participation Golfers Most Likely to Buy New Cars
    • Table 8-20: Attitudes of Fit Consumers toward Buying Cars by Sports Participation Golfers Most Likely to Read Newspapers
    • Table 8-21: Media Usage of Fit Consumers by Sports Participation Fitness and Outdoor Types Have Little Interest in Technology
    • Table 8-22: Attitudes of Fit Consumers toward Technology by Sports Participation Many Differences Seen in Travel Preferences
    • Table 8-23: Attitudes of Fit Consumers toward Travel by Sports Participation
    • Golfers Feel Most Financially Secure
    • Table 8-24: Attitudes of Fit Consumers toward Personal Financial Security by Sports Participation

Section 4 Market Trends
Chapter 9 Media Trends

  • Print Media
    • Internet Has Significant Impact on Media Consumption of Fit
    • Consumers
    • Table 9-1: Impact of the Internet on Traditional Media Usage, Fit
    • Consumers vs. Other Consumers
    • Fit Consumers Depend on Print Media
    • Table 9-2: Attitudes toward Newspapers, Fit Consumers vs. Other Consumers
    • Figure 9-1: Percent Reading Daily and Sunday Newspapers, Fit Consumers vs. Other Consumers
    • Magazines Important to Fit Consumers
    • Table 9-3: Attitudes toward Magazines, Fit Consumers vs. Other Consumers
    • Table 9-4: Magazines Read by Men, Fit Consumers vs. Other Consumers
    • Table 9-5: Magazines Read by Women, Fit Consumers vs. Other Consumers

  • Television and Radio
    • TV Less Important to Fit Consumers
    • Table 9-6: Ownership of TV Sets, Fit Consumers vs. Other Consumers
    • Table 9-7: Attitudes toward TV, Fit Consumers vs. Other Consumers
    • ESPN Top Cable Choice for Male Fit Consumers
    • Table 9-8: Cable TV Services Viewed in Last 7 Days by Men, Fit Consumers vs. Other Consumers
    • Table 9-9: Cable TV Services Viewed in Last 7 Days by Women, Fit Consumers vs. Other Consumers Radio Important as a News Source
    • Table 9-10: Attitudes toward Radio, Fit Consumers vs. Other Consumers

  • Impact of Advertising
    • Fit Consumers Have Mixed Feelings about Ads
    • Table 9-11: Attitudes toward Advertising, Fit Consumers vs. Other Consumers
    • Fit Consumers Down on TV Commercials but Pay Attention to Ads in Movie Theaters
    • Table 9-12: Attitudes toward TV Advertising, Fit Consumers vs. Other Consumers
    • Table 9-13: Attitudes toward Advertising in Movie Theaters, Fit Consumers vs. Other Consumers
    • Internet Ads Have Less Impact on Fit Consumers
    • Table 9-14: Percent Finding Internet Ads “Not at all Useful,” Fit Consumers vs. Other Consumers

Chapter 10 Trends and Opportunities

  • Market Trends
    • Many Factors Converge to Increase Population of Fit Consumers
    • Aging Boomers Likely to Expand Fit Consumer Market
    • Decade Birthdays Offer Cues to Marketers
    • Marketers Team with Health Clubs to Reach Fit Consumers
    • Companies Sponsor Athletes to Expand Sales

  • Market Opportunities
    • Fit Consumers Are Affluent Consumers
    • Table 10-1: Profile of Fit Consumers by Income and Education
    • Extreme Fit Consumers Highly Prized Consumer Segment
    • Fit Consumers Represent Major Market Segment for Healthy Foods
    • Table 10-2: Selected Opportunities Related to Health and Diet of Fit Consumers
    • Leisure Activities of Fit Consumers Generate Opportunities
    • Table 10-3: Selected Opportunities Related to Leisure Activities of Fit Consumers
    • Fit Consumers Drive Market for Athletic Apparel and Sporting Goods
    • Table 10-4: Selected Opportunities Related to Purchase of Outdoors/Fitness/Athletic Apparel or Accessories by Fit Consumers by Gender
    • Table 10-5: Selected Opportunities Related to Purchase of Athletic Shoes by Fit Consumers by Gender
    • Table 10-6: Selected Opportunities Related to Sporting Goods Purchased by Fit Consumers
    • Fit Consumers Represent Unusually Attractive Segment for Retailers
    • Table 10-7: Selected Opportunities Related to Shopping Habits of Fit Consumers
    • Table 10-8: Selected Opportunities Related to Online Shopping Habits of Fit Consumers
    • Table 10-9: Selected Opportunities Related to Catalog and Mail/Phone Shopping Habits of Fit Consumers
    • Fit Consumers Major Users of Financial Services Table 10-10: Selected Opportunities Related to Financial Services Used by
    • Fit Consumers More than 6 Million Fit Consumers Plan to Buy New Vehicle in Next 12 Months
    • Table 10-11: Selected Opportunities Related to Ownership and Purchase of Automotive Vehicles by Fit Consumers
    • Concern for Image Creates Opportunities for Personal Care and Fashion Industries
    • Table 10-12: Selected Opportunities Related to Use of Personal Care Products by Female Fit Consumers
    • Table 10-13: Selected Opportunities Related to Use of Personal Care Products by Male Fit Consumers
    • Table 10-14: Selected Opportunities Related to Apparel Purchases by Fit Consumers by Gender Fit Consumers Prime Customers for Travel Industry
    • Table 10-15: Selected Opportunities Related to Travel Patterns of Fit Consumers

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