Quarantine 15 or an exercising machine? Curious to get fresh consumer insights on whether the pandemic has caused an uptick in exercising and fitness-related purchases, we recently surveyed 1,328 Americans aged 18+ who exercise for 30+ minutes at least once a week.

Nearly nine-in-ten of those we surveyed (86%) said they currently work out at least as much as pre-pandemic-including one-in-three who are exercising more than pre-pandemic. 

The leading reasons for stepping up their fitness regimen are weight loss (54%) and “it is/was a way to pass the time during the pandemic” (47%). Of secondary importance is health/medical reasons (39%).

Nearly eight-in-ten (77%) overall have purchased fitness related items since COVID-19 escalated. When asked the price of the single most expensive item purchased, 63% indicated they spent at least $100, with 35% spending $200+.  The most expensive single items purchased are most commonly exercise equipment, exercise shoes, and exercise clothing.

Looking into the near future, six-in-ten are interested in making a fitness related purchase of $75 or more in the next two months. The top items they’re looking to purchase are exercise shoes, exercise clothes, and/or exercise equipment (44%). On a volunteered basis, the main retailers they’ll be looking to buy these items from are Amazon, Dick’s Sporting Goods, Nike, Walmart, Target, and Peloton, followed secondarily by Best Buy, Academy Sports, Adidas, Lululemon, and Under Armour.

When it comes to popular foods and drinks commonly reached for after a tough workout such as protein bars & shakes and sports performance drinks, is there a strong loyalty to particular brands? Stay tuned for an upcoming post with insights from verified purchasers of these products!

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Bess Devenow

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