A new study has revealed the sports product shopping habits of women who regularly take part in sports. The results give an insight into what sports products women buy, how often, and what motivates their purchases.
The data, carried out by the German-based Christina Käßhöfer Brand Marketing and Fiedler and Peter Concepts, came from 1,434 respondents, who identified as women aged 18 and over, with the majority in the 25–34 (20%), 35–44 (35%) and 45–54 (28%) age groups.
The majority of women took part in sports a minimum of three times a week (43%). Almost a third did sport 1–2 times per week. The top 7 sports regularly practiced by the women surveyed (a minimum of once a week) include:
- running (25%)
- yoga/pilates (14%)
- biking (14%)
- fitness (12%)
- hiking (10%)
- wintersports (7%)
- and swimming (6%).
Some of the key findings:
- Women buy sports products 1–3 times a year;
- Fit, comfort, quality and price-to-quality ratio, material and durability are some of the most important factors when buying sports products for women, followed closely by multi-sports function for sports textiles;
- Price was only an important factor for a third of respondents;
- Women buy products they like and when they can try them beforehand;
- A main motivation for sports purchases is when an old item is broken.
Although rental is growing, in the 2023 survey, only 7 percent of women agreed they would rather rent rather than buy sports equipment. The majority (79%) agreed somewhat.
Click on the “enlarge” icon in the top left corner to view full screen, or click anywhere on the image to view and download it as a high-quality PDF.
