Fitness Fanatics Buy Premium and Are Eco-Conscious

Kicking off this week’s series investigating the digital behaviors and attitudes of Fitness Fanatics, today’s chart starts with a look at the attitudinal traits of this young and affluent audience.

Broadly speaking, Fitness Fanatics emerge as a very cosmopolitan group with a positive world outlook – their top attitudinal over-indexes are for saying they regularly try food from other countries (66%) and that they feel positive about the global economy (60%) and the future of the environment (62%).

If we narrow this down to their brand-related attitudes, we see they’re also a very tech-driven audience, being 33% more likely to say that having the latest tech is important to them. As we will explore later in the week, this love for tech is evident in other areas of their online lives, including entertainment consumption preferences and even the way they like to exercise.

The Fitness Fanatic’s active lifestyle also translates into their buying behaviors, as they place a strong emphasis on buying sustainable and organic products.

Considering more than 60% of this audience say that they’re the main food shopper in their household, this taste for eco-friendly consumption is a key inroad for brands looking to tap into their day-to-day spending habits.

Over a quarter of this group fall within the top 25% income bracket, and their willingness to buy premium products, together with their receptiveness to brands they see advertised, makes them a prime target for marketers.

They’re also very inclined to share their opinion of products and services with their peers, something which we elaborate on further later on this week.