Consumers Prefer 'Healthy' Sports and Fitness Products and Services

What’s in a word? Quite a bit, when it is tied to consumer interest in sports and fitness. In order of preference, respondents identified the following as a word to describe their top five preferred sports and fitness products and services. Here are the highlights from their explanations as to why:

Healthy (51%)

• “My health is very important to me.”
• “My primary reason for exercising is for my health. I don't actually like to exercise. Also, some activities are unhealthy, so I would avoid them.”
• “Everyone is always looking for ways to improve their health and look younger.”
• “I don't want to do anything that would endanger my health.”
• “If the exercise isn't healthy, it is useless.”

Deep Dive: 56% of those respondents who are retired prefer the word “healthy.”

Quality (47%)

• “It implies reliability, dependability and value.”
• “I don’t want junk.”
• “Buying something for sports has to be quality with a reputable name which is trusted, has professional experience and has been tested.”
• “It feels classier.”
• “I like things that are the best and that last.”
• “I know I'll be getting or participating in something great!”

Deep Dive: 60% of those respondents with annual incomes of $50,000 to $74,999 prefer the word “quality.”

Safe (46%)

• “I don't want to use equipment that can cause me any injury. If it's not safe (and easy) to operate, I won't use it.”
• “Safety is always my top concern when being active.”
• “So many new techniques are not safe for the consumer, and I think this is an important aspect to any new thing.”
• “It makes me confident and secure.”
• “No one wants to get hurt while trying to get fit.”
• “Safe reassures me that I won't be injured. If it's safe, I'm more likely to use it, thus more effective.”

 Deep Dive: 49% of females prefer the word “safe.”

Inexpensive (45%)

• “I can walk for nothing. I am not going to spend money on equipment that will never be used.”
• “Being inexpensive makes me more likely to try it.”
• “I live on a set income and have to be more frugal.”
• “Everyone wants to save money or get a deal.”
• “I do not buy these products normally, so they would have to be inexpensive.”
• “I will only join a gym or buy equipment if it's low cost.”
• “I have a budget, so I look for bargains.”
• “I don't think you should have to pay much to stay healthy and fit.”

Deep Dive: 50% of females ranked “inexpensive” as their preferred word.

Comfortable (42%)

• “If you are comfortable in something you’re more motivated.”
• “I won’t buy clothes that are uncomfortable.”
• “It’s hard to work out in clothes that are not comfortable.”
• “I do not like to create stress on my body.”
• “If it’s not comfortable I would either not use it or use it less.”
• “Any time you play a sport it should be comfortable.”
• “Athletic apparel can be uncomfortable, so it becomes important.”

Deep Dive: College-educated respondents prefer the word “comfortable” more than those with a high school education or less (some college = 46%, college graduate = 44%, high school or less = 28%).

Fun (42%)

• “You've got to have fun, or it is not worth it.”
• “When it comes to working out or doing an activity or sport, how fun something is or can be is a big drawing point.”
• “If you're not having fun while playing sports, you shouldn't be playing at all. The reason most folks don't exercise (aside from physical inability) is that they don't enjoy it.”
• “Something that is labeled as fun would perk my interest to try something new.”
• “Sports at my age should be fun and provide some healthy exercise without being overly competitive.”
• “I’m more likely to participate and continue if it is fun.”
• “It's easier to be active and stay in shape if you're having fun doing it.”

Deep Dive: 19% of those respondents who are 35 years of age or younger ranked “fun” as one of their least favorite words.