While a worrying 30% of the nation rarely or never do sport and exercise, nearly a quarter of Britons exercise at home. Outdoor exercise is also extremely popular, with cycling and running the two main activities undertaken. This has particularly chimed with consumers during the economic downturn in line with squeezed incomes.

top ten most popular sports and fitness acitvities in the UK

And with rising ownership of mobile devices, technology is also having an increasing impact on the market. So far, only a small proportion of adults (6%) say they use a health and fitness mobile app, rising to 14% among 16-24s but there is little doubt that they will play a more important role in the years to come.

Consumer Research

Consumer research is about people. What they see, what they do, what they buy. What they eat, what they drink. What they think, what they choose and aspire to.

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