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Insight of the Day: Health, wellness trend drives sportswear sales in emerging markets


The global sportswear sector is experiencing significant growth, driven by increased spending on health and wellness products and services, particularly in emerging markets. This trend is not limited to a specific age group, with consumers across generations prioritizing fitness and active lifestyles.

Key Takeaway:

The wellness market is a massive and rapidly growing sector, offering substantial opportunities for sportswear brands. Consumers are increasingly willing to invest in products and services that support their health and well-being.


The rise of health and wellness spending, especially in emerging markets, is fueling a strong demand for sportswear. This trend is expected to continue as consumers prioritize fitness and active lifestyles.


The sportswear market remains resilient despite economic challenges, demonstrating the enduring appeal of athleisure and the importance of value, comfort, and functionality to consumers. The versatility of sportswear, suitable for various activities and occasions, also contributes to its popularity.

Implications for Brands:

  • Focus on emerging markets:  Brands should prioritize expanding their presence in emerging markets like China, India, and the Middle East, where the potential for growth is substantial.

  • Target all generations: While younger generations are key drivers, brands should also cater to older demographics interested in health and wellness.

  • Offer value for money: In a challenging economic climate, providing high-quality sportswear at competitive prices is crucial.

  • Embrace innovation: Explore new materials, technologies, and designs to meet the evolving needs and preferences of health-conscious consumers.

  • Emphasize versatility: Create sportswear that can be worn for various activities, from workouts to casual outings.

  • Promote health and wellness: Align brand messaging with the growing interest in health and fitness, emphasizing the benefits of an active lifestyle.

By understanding and adapting to these trends, sportswear brands can capitalize on the growing wellness market and continue to thrive in a competitive landscape.


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