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Market Drivers
- Rising Health & Wellness Awareness
The burgeoning importance given to physical and mental health in the world is leaving the population leaning towards yoga, meditation, and low-intensity workouts. Yoga mats are sold not only used in yoga but in stretching, pilates and bodyweight exercises. Popularity of yoga among young adults and the working professional has picked up gradually in countries such as the U.S., India, and Germany, to name a few.The tendency encourages frequent replenishment and improvement of yoga doormats and similar products.
- Influence of Social Media and Fitness Influencers
The current trend towards yoga is promoted by social media. The workouts on Instagram, as well as the yoga sessions hosted by various famous influencers, contributed to popularizing the view on yoga as an attractive and aesthetic practice, especially among millennials and Gen Z. An interest in colorful and branded yoga elements made using it in the subscription economy. Consumers are demanding to have high-stick and easy to wash and environmentally friendly mats that fit their personality and suit their exercise needs.
What factors are driving demand for eco-friendly yoga mats made from natural materials?
With this conscientiousness, consumers are willing to buy yoga mats that do not harm the environment and also suit their healthfulness. With yoga being a lifestyle of convenience among the city dwellers, the need of biodegradable, sweat-resistant, simple and non-toxic accessories is skyrocketing. By 2025 and further, the demand of brands that emphasize on recyclable materials and sustainable packaging is expected to increase interest in premium and urban markets.
Product Type Segment Analysis: Yoga Mats
The most popular item in yoga accessories is yoga мats since they are required at all levels of experience. Mats are a must when doing any exercise in the studio or when at home to exercise whether on carpet or floors, the mats provide comfort, hygiene and grip when exercising. Since yoga mat use is applied in other wellness practices such as stretching and mindfulness practice, brands are providing yoga mat in different thickness, texture and durability.
Material Type Segment Analysis: PVC and Rubber
Yoga mat is mostly made of PVC because it is cheap, light and long lasting. The increasing demand of customers in non-toxic and sustainable solutions is increasing the popularity of rubber-based mats. The use of rubber mats is cherished due to its high grip, environmental friendliness, and biodegradability, which is most common among the urban consumers owing to their environmental care.
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Regional Analysis: North America and Europe
The region that has complete dominance in the market is North America where the U.S. has become one of the largest markets in the use of yoga accessories in the world. Market drivers are high yoga penetration and a large base of home fitness users and desire of high quality equipment. When starting, PVC mats are the most common, whereas the wellness-oriented urban centers prefer rubber-based mats. The locality is still experiencing growth through e-commerce, fitness studio franchises, and influencers of lifestyle.
Europe takes the second place with adoption of yoga in Germany, the UK and France as well as Nordic countries. The area is also biased towards products and goods that are environmentally friendly and ethically created, which makes cork and rubber yoga mats a popular item in the area
Competitive Landscape and Industry Players
The yoga accessories industry is very fragmented in nature with the participants fighting on the basis of quality, price, sustainability and online presence. Various companies are diversifying by using color, antimicrobial coating, eco-certification and packaging. Main Players are:
- Manduka
- Liforme
- Gaiam
- Lululemon Athletica
- Jade Yoga
- Alo Yoga
- Adidas
- Nike
- Hugger Mugger
- Yoga Design Lab
With the artist partnerships and community branding, some brands are also introducing customized yoga mats to win the loyal customers.
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