Sports Consumer Insights

Trend - Aware that consumers are spending increased amounts of time at home at their desk, brands are emphasizing the availability of fitness and work solutions that will enable individuals to be more active during the day.

Insight - During the COVID-19 pandemic, the number of remote workers has exponentially increased, with many considering this being a permanent thing. Individuals are realizing that they are not getting as much exercise as before due to the absence of their daily commute, gym closers, and an inability to separate work from personal life. As a result, many are looking for ways to seamlessly address this, either through products or enforced daily routines.

Trend - The use of artificial intelligence in sports training has been prevalent over the last couple of years and now, brands are pivoting to utilize AI's potential in the space of rehabilitation and recovery.

Insight - When faced with a tedious and long-term task, contemporary consumers look for ways to speed up the process, without compromising the result. This desire is often brought on by a demanding lifestyle and fast-paced environment. Aware that cutting-edge technology can bring not only efficiency and convenience but also precision to any given situation, individuals increasingly turn for solutions to the tech industry.

Trend - Viewing sports in-person at the arena, stadium, or track is still largely off-limits for most leagues. These restrictions have significantly reduced many brands' ability to reach consumers, prompting a surge of branded at-home experiences that replicate the live events. These include tailgating kits, home stadium experiences, and arena-specific food delivery options.

Insight - The rituals of attending a sports game are often seen as a crucial element of enjoying the experience, and many loyal fans are looking for ways to preserve these practices while at home. These rituals are viewed as important to the consumer as it allows them to create emotional connections with their peers and maintain their social identity. Brands that offer products and services that replicate the traditions of fandom in a way that can be shared on social media enable consumers to maintain—and promote—their cultural identity.

Trend - Research has strongly suggested that tart cherry extract is useful in enhancing cardiovascular health, sleep, and recovery from sports-induced muscle damage. As a result, brands in the sports nutrition category are updating their formulas with this functional ingredient.

Insight - Contemporary consumers are embracing the health and wellness movement, and as a result, many are looking for products that will support them in their lifestyle choices. Given that there are many options on the market, individuals are increasingly narrowing their search to functional ingredients that will specifically target their needs. In doing so, consumers do not only feel healthier and more energized, but they are also reassured that the purchase will benefit their lifestyle.

Trend - The hybridization of beauty and yoga is becoming increasingly popular as cosmetic brands launch products that are targeted at yogis, while yoga brands create their own branded skincare collections.

Insight - The health and wellness movement has motivated contemporary consumers to adopt certain habits in their routines and this causes some of their daily needs and expectation of products to change. In this space, many are looking to maintain quality and convenience in their life by switching to options that better fit their new-found needs, enabling them to feel comfortable and secure throughout.

Trend - Brands are elevating the experiences of athletes with the introduction of high-performance tech gear that can address the demands of different environmental factors. Popular amongst fabrics, adaptive technology is now increasingly being incorporated into hardware.

Insight - Environmental factors can prove to be hard to overcome, especially for athletes and active consumers who are trying to reach the next level of their training journey. As individuals are looking for solutions that will help them seamlessly adapt to their ever-changing surroundings, many are turning to technology, creating a demand for high-performance products. In this space, consumers feel supported and protected, regardless of the climate or the geographical location they are in, making them more confident and determined during sports activities.

Trend - Sports fans are now investing in larger screens, clearer picture quality, and upgraded audio as at-home sports viewings become the new "normal" for the foreseeable future. This enables them to host family and friends for a more immersive experience.

Insight - The entertainment patterns of society have been indefinitely disrupted in the wake of the ongoing pandemic. Not only are many consumers fearful or unable to attend events with large crowds, but many have adjusted to at-home entertainment, preferring to host rather than attend a financially-draining venue. While experience is still prioritized over material goods for many Millennial and Gen Z consumers, these demographics now understand that at-home experiences can be just as fulfilling.

Trend - Companies are creating technologically-integrated solutions that allow the public to attend live events, including professional sporting events, and live concerts. This was made possible through the use of video conference technology that can place people in the crowd, as well as virtual reality technology.

Insight - With ongoing uncertainties around what the future will look like when it comes to health and safety, many people are looking for escapist activities to engage in as a coping mechanism. Escapist content can be more effective if it mimics what viewers are used to watching, and it can bring viewers a degree of normalcy into their lives.

Trend - The COVID-19 pandemic caused many major sports leagues to pause their season in order to ensure players’ safety. As regulations become slowly lifted, leagues are resuming in "bubbles" that are monitored by strict protocols for the health and safety of everyone involved.

Insight - Consumers are still somewhat restricted in their entertainment options when it comes to outdoor recreation, so they're still turning to digital content to fulfill their entertainment needs. The expectation that brands offer them this entertainment comes from consumers wanting to maintain a sense of normalcy and pass the time, particularly as uncertainty around the future of recreation lingers.

Trend - Companies in the racing industry are creating electric race cars and transitioning leagues to incorporate eco-friendly vehicles. Creating electrically-powered race cars allows companies to experiment and enhance technologies that can be used in commercial vehicles. Transitioning leagues to incorporated eco-friendly cars can reduce costs.

Insight - Many viewers may have reservations about watching racing events due to the adverse climate effects caused by the events. However, many of these individuals may be car enthusiasts and admire the technical aspects of the vehicles used in competitions. Eco-friendly operations would help to address the majority of the concerns help by eco-conscious racing fans.