Rising Sports Activity: What’s Motivating Consumers to Move More?

Health and wellness are increasingly shaping people’s daily lifestyles, driving greater interest in sports and exercise. This trend raises an important question: how does this shift influence people’s behaviors? This article examines current sports and exercise participation trends and the motivations behind engagement in such physical activities. It also analyzes whether increased participation is accompanied by higher consumption of sports-related products, such as isotonic drinks, snack bars, and energy gels. The study draws on insights from a survey of 100 respondents and point-of-sale (POS) transaction tracking data.

Survey results indicate that physical activity has evolved beyond a casual hobby into a routine part of daily life, with 82% of respondents reporting regular participation in sports or exercises. Among these activities, running has emerged as the most popular, selected by 49% of respondents.

Running is widely chosen due to its accessibility: it can be done close to home, is affordable, and requires minimal equipment. Running also suits a broad range of physical abilities. Most individuals are initially motivated to start after seeing friends or family running, followed by influences from social media. This combination of simplicity and social encouragement reinforces running’s position as the top preferred activity.

Beyond participation, runners demonstrate a high level of commitment by planning and structuring their running routines, with most scheduling sessions two to three times per week. Most of them stay consistent because of the tangible mental and physical benefits they experience, with improved mood and reduced stress emerging as the primary motivators. These are followed by broader health benefits, such as increased fitness and better sleep quality. Many runners are also encouraged by visible physical progress and report higher productivity after running.

This level of commitment extends beyond running itself to how runners prepare before each session. Before each session, runners make thoughtful preparations to ensure a smooth and effective session. They prioritize hydration and energy consumption by bringing food and beverages, choosing comfortable running attire, and preparing any necessary gear. Many also plan their run in advance by setting distance or pace goals, and attend to personal comfort and hygiene. These steps help runners stay focused, energized, and ready to perform at their best.

As running demands energy and hydration, food and beverages play a key role in supporting performance. Runners most commonly consume isotonic drinks, plain water, and energy gel. When it comes to food, fresh fruits are the top choice, followed by snack bars and sandwiches.An analysis of transaction data—excluding high general-consumption products (e.g., mineral water and bread) and categories with limited representation in minimarket channels (e.g., fresh fruits)—shows that rising interest in sports is accompanied by increased sales in sports-relevant categories. This growth is driven primarily by the growing number of consumers. Moreover, energy gel and snack bars also experienced an increase in member spending growth.

Most consumers are new to these categories. The proportion of teen consumers is noticeably higher than their representation in the overall minimarket segment, indicating stronger relevance among younger audiences. While teens account for only 23.4% of minimarket consumers overall, sport-relevant categories show higher engagement: isotonic drinks comprise 24.5% teen consumers, snack bars 27.3%, and energy gels reach as high as 37.8%.

Each category has a different function. Isotonic drink supports hydration. Energy gel boosts endurance. Snack bars provide general and practical energy. Each category addresses different needs throughout the run.

In summary, sports are no longer occasional activities; they have become part of people’s lifestyle and weekly habits, with running as the leading choice. Motivated by their surroundings while sustained by mental and physical benefits, consumers (especially younger ones) increasingly rely on sports-relevant categories to support their performance. This momentum gives brands an opportunity to engage younger consumers and connect with the rising healthy-lifestyle movement.

We hope these insights and data are beneficial for you. If you want to know more about your product’s performance, we can help. With over 22 million members and millions of daily transactions, we provide in-depth analysis of customer behavior and product performance to support your business decisions.