Health & Fitness Trends. Inspire. Latest trends, searches and audiences across the Health and Fitness Industry. Inspire Health & Fitness

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1 Health & Fitness Trends Inspire Latest trends, searches and audiences across the Health and Fitness Industry 1

2 Key Takeaways With beach season well and truly around the corner, the topic of Health and Fitness is at the forefront of people s minds. The industry is evolving at a rapid rate and now more than ever there are overlaps between Health and other industries. This inspire will look into the latest trends across the industry and will delve into the different audiences associated with Health in order for marketers to better understand how to target ideal customers and to capitalize on such a thriving market. 1) Seasonal trends The Sport and Fitness classifieds industry has seen an uplift in visits over Christmas each year, whilst the Wellbeing industry has consistently seen an uplift a little later, in January. 2) Product and retail demand Diets and health clubs are still the most searched for terms in the Wellbeing industry with new products and influencers featuring in the fastest moving terms to the industry. 3) Target audiences Consumers in the market to buy an activity tracker are equally likely to be male and female, aged between with a fair amount of disposable income and an early adopter of technology. 4) Audience lifestyles The online behaviour of audiences interested in high profile influencers across the health industry vary considerably across the classifieds, lifestyle and news and media industries. 2

3 Health & Fitness Demand and Seasonality How has the health & fitness industry grown year on year? Over the past three years the Sport, Fitness and Wellbeing industries have grown on the whole as shown below. The peak time of year for Sporting Classifieds has consistently been December year on year, with the Christmas period contributing heavily to a focus on sporting retail. The Wellbeing industry has repeatedly spiked in January, very much inline with the new year, new you mentality which consumers frequently associate with improving their health. Inspire to Action Hitwise clients can get even more out of this Inspire. Anywhere you see this image, click on it to open a live report that uses the same criteria in the accompanying analysis. Delving further into this data can pinpoint particular days and weeks when there was an uplift in activity. From here, being able to look at the successes of individual websites and top search terms for the industry can help to plan content, campaigns and ad spend appropriately. Seasonality and growth of Health & Fitness Industries over time Total Visits 45,000,000 40,000,000 35,000,000 30,000,000 25,000,000 20,000,000 15,000,000 10,000,000 5,000,000 0 Sport and Fitness (Shopping and Classifieds) Wellbeing (Health and Medical) 3

4 Health & Fitness Search Variations Who are the brands and trends causing waves in the industry? Focusing on the wellbeing industry (as this is where we are seeing a lot of emerging new businesses and trends), we can identify the key players as well as the movers and shakers by delving into the search data driving traffic to the industry. Top brand terms driving traffic to Health and Medical > Wellbeing Lite n Easy was the top term to the Wellbeing category. This indicates their dominance and brand awareness in the market Two gym brands appeared in the top searches, indicating interest in traditional gyms is still very high despite the many other methods of fitness emerging e.g. at home workouts 0.96% 0.28% 0.23% 0.17% *12 weeks ending 8 th October 2016 Fast moving new terms driving traffic to Health and Medical > Wellbeing Identifying the newest terms that have grown the most in recent weeks can highlight emerging brands, influencers or demand for products in market. In the past 12 weeks fastest moving searches include: New products: AIA vitality Trending terms: high fibre foods and high fibre diet Influencers: The healthy mummy. *12 weeks ending 8 th Oct compared to previous 12 weeks 4

5 Ambassadors and Influencers The effects of ambassadors and influencers on the industry Looking further into the boom of influencers in the online world and particularly on the health and fitness industry, we can start to understand the value they bring to brands through partnerships and association as well as understand the consumers that they resonate most with. Audiences interested in two of the top Health and Fitness influencers in the Australian market Michelle Bridges audience (36,149) 71% females, aged Group A s Exclusive Environs Vs. Kayla Itsines audience (17,611) 78% females, aged Group M s Remotely Blue Both audiences are heavily skewed towards younger females, however there are clear differences in the Mosaic Groups they resonate with. How do the influencer audiences differ across their online behaviour? News and Media Industry Shopping and Classifieds Industry Lifestyle Industry Michelle Bridges Audience 6,573,546 visits (10.44% share) 6,076,917 visits (9.65% share) 4,251,807 visits (6.75% share) Kayla Itsines Audience 3,196,832 visits (9.67% share) 3,263,391 visits (9.87% share) 2,404,935 visits (7.27% share) *4 weeks ending 8 th October The Michelle Bridges audience spend relatively more time on News and Media sites, whereas the Kayla Itsines audience spend more time on Lifestyle and Classifieds sites. This top level information can help inform where to advertise for maximum reach, for example if a brand wanted to target Michelle Bridges followers because their sportswear range is similar to hers, then they would get a better reach by advertising across the News and Media channel. 5

6 Health & Fitness Retail The boom of Activewear on the retail industry Nowadays you cannot visit many large retailers without being confronted with Activewear, the concept of a stylish wardrobe for exercise which has been accelerated by influential figures online, much like those discussed on the previous page. When looking at a portfolio of Activewear terms over the past 12 months, it appears that there isn t much seasonality, rather just a constant level of search demand which indicates people are looking for these types of products all year round. Understanding which brands are capitalising most on the trend through their product offerings and through their SEO and PPC campaigns can be be a great way to inform your own internal search strategy. For instance, in the past 12 weeks Running Bare received the largest share of the search clicks from this portfolio, potentially because they have an aggressive paid strategy with a paid rate of 68%. Whereas Target, for example has a 71% organic rate on these terms, quite different across competitors. Top websites receiving traffic from the Activewear portfolio over time Search Clicks % 16.00% 14.00% 12.00% 10.00% 8.00% 6.00% 4.00% 2.00% 0.00% Winning brand across activewear search traffic Running Bare KMart Australia The Iconic Cotton On Target Australia Style Runner 6

7 Fitness Technology What are the most popular fitness technologies? As well as the fitness apparel market increasing, the health and fitness technology market has also followed suit, with the ever-evolving devices and programs that monitor our activity and progress. An audience of people displaying an intent to buy one of the top 5 activity trackers^ on the market shows some interesting details about: Who these people are typically more likely to be Where they can be found online. What they re searching for in conjunction with a health tracker Over-indexing demographic segments Equally Male and Female year olds Mosaic Group B Knowledgeable Success $80,000 - $99,999 income Consists of both males and females equally; young professionals with a fair amount of disposable income who are early adopters of technology Top News and Media sites where you ll find this audience Terms 1,272% more likely to be search by this audience Huckberry Yoga Journal Bicycling Running Competitor Fernwood Fitness Goodlife Valley Weightloss meals delivered Fish oil for kids More likely to consume sport related news and content ranging from general outdoor activity sites (Huckberry) to specific sports like yoga, cycling and running More likely to be searching for female-only gyms, are interested in healthy, convenient meals and healthrelated topics for children ^Fitbit, Garmin, Jawbone, Misfit & Moov *12 weeks ending 8 th October

8 Health & Fitness Personas What are the differences between audiences related to health & fitness? The previous page found an association between activity tracking and weight loss meals. With this in mind, this page looks at three personas: People interested in diets or healthy eating and not exercise People interested in exercise and not healthy eating or diets People interested in both. Diet Only Audience Exercise Only Audience Projected size Diet & Exercise Audience 179,819 76,658 6,688 Age & Gender 25-34, Female Male & Female Mosaic Group 25-34, Female Group C Independence and Careers Group C Independence and Careers Household Income Group I Books and Boots $80,000 - $99,999 $60,000 - $79,999 $60,000 - $79,999 Inspire to Action *4 weeks ending 8 th October 2016 Hitwise Client Engagement Managers are available to provide additional training and support and to help clients find ways to deliver the most relevant and unique insights in order to make smarter marketing decisions. Learn more by contacting Hitwise today! 8

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