Emerging Trend: Athleisure Beauty by Pretty Analytics

by | Nov 21, 2018


According to Leisure DB’s 2018 State of the UK Fitness Industry Report there has been a:

  • 4.6% increase in the number of fitness facilities in the UK from 6,728 to 7,038.
  • 2.9% rise in the number of members.
  • 2.9% increase in market value 

(Over 12 months to March 2018)

Trends heavily influenced and derived from global shifts show promise. The positive growth of the fitness industry creates significant whitespace for athleisure beauty.

Innovation in this area will also look to more targeted “in-session” skin and hair care. Body heat activated masks and (sun and pollution) protective moisturisers that don’t sweat off whilst you run in the park or through the busy city. Focusing on how to protect skin often subjected to chlorinated swimming pools, sea water or perhaps in a helmet for hours. It won’t be a “one size fits all” but a market of inclusive opportunities for brands looking to innovate in this space. Long term, it will be about breaking down product categories and getting that granularity particularly to cater for such a diverse population of beauty consumer that adopt varying active lifestyles and in turn have different concerns.

Pretty Analytics analysed qualitative web content published between March 2017 and March 2018 and visualised the results below. 

A drilldown of the top focus points discussed in athleisure beauty articles on the web. “Sweat-proof” products still hold the majority focus but there’s an emerging discussion which incorporates the natural glowy skin approach and the growing waterless beauty movement.

A drilldown of the top fitness focus points relating to athleisure beauty articles on the web. Alongside post-workout recovery products there is significant interest in products that are tailored to cardio/running and the yoga experience. The latter ties in well with beauty’s connection to the wellness industry and the growing self-care movement.

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