Women grow to be pillar consumers in sports

In recent years, women have gradually become the mainstay of fitness consumption. "Now women customers, especially those in their mid-20s to mid-30s, are the main purchasers, more than 60% of whom would go on their purchases," said Zhang Huan, head of a gym in Taiyuan, Shanxi.

Data suggested that the female membership ratio of the online fitness platform LEFIT reached 54% in 2022. Females work out three to four times weekly, usually for an hour each time. And females who hire a private fitness trainer are five times as many as males.

Sales of fitness products also increased as a result of women's growing interest in sports. In the past, men were the primary consumers of sporting goods. Now, the proportion of women is rising rapidly, especially in sports apparel, small fitness equipment, etc.

According to JD.com's Women Consumer Trends Report 2022, sporting items related to swimming, ice sports, and skiing purchased by women continued to increase. Among them, Flexi bars, grips, and tensile bands are the fastest-growing commodity. Besides, women showed greater preference than men for workout nutrition, such as muscle powder.

According to Cheng Minduo, a professor at the School of Physical Education, Shanxi University, women's increased consumption of sports is not only due to the growing sports industry but also people's improved life quality and health awareness.

"It is expected that the potential of she-conomy will be further unleashed and women’s sports consumption will continue to increase as they become the significant booster for upgrading consumption structures," said Cheng.

Source: Xinhua; trans-editing by Guo Yao