Global market trends for yoga wear
5 countries that have the highest social media yoga search index
We analyzed Google searches, Instagram data, and media popularity (the number of relevant articles per year) for each sport to rank the 20 most popular sports in the world. Yoga topped the list, with an average of 1.4 million searches per month, 89.6 million hashtags, and 2.7 million posts shared on Instagram.
On Instagram, the number of posts with the #yoga hashtag exceeded 100 million. Yoga-related hashtags such as #yogainspiration, #yoga practice, and #yogalove have also reached 10 million posts
Search popularity of “yoga” on Google over the period 2004-2021.
As you can see from the graph below, the search popularity of yoga has remained high over the years. It repeatedly climbed to its peak between 2017 and 2020.
In the same period, the five most searched countries for “yoga” were: Canada, Singapore, Australia, Nepal, and India.
The hashtag #yoga has over 11.1 billion views on TikTok, a popular overseas social media site. People are keen to share videos about yoga practice and yoga techniques.
Legging account for more than half of the global yoga wear market share
The global yoga wear market will be US$33.68 billion in 2020 and is expected to grow at a CAGR of 7.8% to reach US$70.29 billion by 2030. Of this, the North American yoga wear market accounted for more than 1/3 of the global yoga wear market share in 2020.
The yoga wear underwear segment has the highest market share, accounting for more than half of the global yoga wear market. This segment is expected to grow at a CAGR of 8.1% between 2021 and 2030.
According to Lyst, there has been a spike in searches for keywords such as ‘shaping’ and ‘lifting’. SPANX and AloYoga have significantly increased page views for their waist shaping and shaping leggings. There was also an increase in demand for high-waisted leggings.
In addition, the global yoga equipment (mats, straps, etc.) industry is expected to grow by US$5 billion between 2021 and 2025. The global yoga mats and exercise mats market size is US$11.7 billion in 2021. It is expected to grow at a CAGR of 5.3% to reach US$15.2 billion by 2026.
Global consumer profile and buying habits of yoga wear
Yoga wear for males is set for explosive growth in the next decade
In the United States, by age:
-19% of yoga practitioners are between the ages of 18 and 29
-43% of yoga practitioners are between the ages of 30 and 49
-38% of yoga practitioners are over the age of 50
-8% of children are practicing yoga.
In terms of gender:
-72% of yoga practitioners are female
-28% of yoga practitioners are men.
Women are currently the main audience for yoga. And by 2020, the women’s yoga wear market will account for more than 3/5 of the global yoga wear market. As yoga studios begin to offer yoga classes for men, yoga is becoming a popular fitness option for men.
The growth in the number of male yoga practitioners in the coming years will also provide new opportunities for the yoga apparel industry. The male segment of the yoga wear market is expected to grow significantly between 2021 and 2030, at a CAGR of 8.3%.
65% of yoga practitioners choose a home scenario
In terms of the choice of yoga practice, 65% of people chose to practice at home, while gyms and studios were also popular options with 48% and 45% respectively. In addition, community centers (21%), parks (15%), and beaches (12%) were among the top choices for a variety of exercise scenarios.
Five types of yoga, with different yoga clothing and combinations
A series of flowing poses that relax the muscles and remove toxins from the body. The practice of hot yoga requires wrapping, breathable, and sweat-absorbing yoga tops. Yoga shorts are often worn to keep you fresh.
A physically demanding yoga that requires the coordination of rapid transitions in yoga postures. Power yoga also involves many intense and challenging poses. For this reason, women tend to choose tight-fitting, unbuttoned, and unzipped sports bras and tight-fitting leggings.
Focuses on posture and breath control, with more static poses. Vinyasa emphasizes the link between breath and movement. These two types of yoga are relatively gentle overall and are more flexible in terms of clothing options. Shorts, boxers, leggings, or slouchy yoga trousers are all popular options.
Kundalini yoga is designed to ‘awaken’ the different energies within each individual, with more emphasis on meditation than movement. For this reason, people prefer to wear flowing and comfortable clothing such as loose trousers and simple vests when practicing.
This is a style of yoga with fewer posture changes, with most of the time spent sitting on the floor or lying on the back. This type of yoga is more passive, focuses on stretching and joint exercises, and is held for longer than other types of yoga. Practitioners of this slower style of yoga generally wear well-fitting, highly elastic, and durable clothing.
Operation advises yoga wear
The keywords and titles used in the products
For example, on Amazon US, “yoga pants” is used, while on Amazon UK, “yoga trousers” is used. Whether on Amazon, Shopee, or eBay, the term “yoga pants” is used more often and is in line with the general search habits of users.
The search volume and advertising costs vary by keyword. For example, on Amazon US, the top 5 monthly search terms for “yoga pants” and their prices are as follows
As you can see from the table above, “yoga pants women” and “women’s yoga pants” are both “women’s yoga trousers “. However, their monthly search volume and their PP C prices are quite different. When writing a listing title, sellers should pay attention to the vertical category of yoga products on the platform they belong to, and the search keyword results on different platforms.
Yoga Wear Review feedback by platform/site
Analysis of consumer REVIEW feedback from Amazon US/UK for each price range.
-Tones and prints are classic (e.g., solid-colored models).
-Accurate sizing, a wide selection of sizes, and physical size materials that match the product description.
-Yoga trousers that are more expensive and have a more enveloping material and style design, suitable for more intense exercise.
-Consumers are looking for “warmth and comfort” in autumn and winter. And “quick drying and breathability” in spring and summer
-They are more casual, more versatile (e.g., commuting, dressing up, walking), and have a shaping effect
-Consumers are giving higher-priced products as gifts.
Top yoga wear brand marketing and promotion operation
Third-party social media platforms
Facebook and Instagram are the “must-have” channels for brands to showcase and reach consumers. The number of followers on these channels, as listed on the websites of the top 5 brands, is as follows
As you can see from the table above, the brand with the highest number of followers on third-party social channels is Nike, followed by Shein. Both nike.com and shein.com had 100 million+ visitors in December, and Lululemon had 10 million+. While icyzone.com and BALEAF.com had almost negligible traffic with 50,000 and 100,000.
From this perspective, it can be roughly deduced that there may be a positive correlation between traffic to the store and the brand’s fan base on third-party social channels in some sense. The more followers the social platform has, the more influence the brand has, and the better the traffic profile of its store.
The number of followers, frequency of updates, number of likes, and number of posts on each brand’s social media accounts show that brand awareness affects the performance of brands on social media platforms. The timing of the brand’s involvement in social media promotion and the social media strategy adopted by the brand will also affect brand awareness.