case study2

2/8/22, 3:08 PM The Yoga Marketplace

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THE YOGA MARKETPLACE

According to the most recent study on the practice of yoga in the United

States, a “Yoga in America” study funded by the Yoga Journal, in 2015

there were 36.7 million people in the United States who had practiced yoga in the last six months in a group or private class setting, up from 20.4 million in 2012 and

15.8 million in 2008. Worldwide, it was estimated that were about 300 million

yoga practitioners. About 72 percent of the people who engaged in group or class

yoga exercises were women, and close to 62 percent of all yoga practitioners were in the age range of 18–49. The level of yoga expertise varied considerably: 56

percent of yoga practitioners considered themselves as beginners, 42 percent

considered themselves as “intermediate,” and two percent considered themselves to be in the expert/advanced category. Spending on yoga classes, yoga apparel,

equipment, and accessories was an estimated $16.8 billion, up from $10.3 billion in

2012, and $5.7 billion in 2008.

The market for sports and fitness apparel was considerably larger, of course, than just the market for yoga apparel. The global market for all types of sportswear,

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2/8/22, 3:08 PM The Yoga Marketplace

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activewear, and athletic apparel was estimated to be about $250 billion in 2020 and

was forecast to grow at roughly five percent annually through 2026. Sales of various types of sports apparel was among the fastest-growing segments in the $3

trillion global apparel market. In the United States, sales of activewear and all types

of gym and fitness apparel, which included both items made with high-tech performance fabrics that wicked away moisture and items made mostly of cotton,

polyester, stretch fabrics, and selected other manmade fibers that lacked moisture-

wicking and other high performance features, were the fastest growing segment of the apparel industry.

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