艾媒咨询 | 2025年中国健身器材行业消费行为调查数据

　　随着全民健身意识的深度渗透，中国健身消费市场已构建起多维度需求矩阵，主要覆盖以力量训练、有氧运动为核心的基础健身场景，以瑜伽、普拉提为代表的专项塑形场景，以及健身营养补给、运动知识付费等衍生服务场景。全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国健身器材行业消费行为调查数据》显示，43.99%的消费者每周健身频次为1-5次，且单次健身时长集中于30分钟至1小时，占比高达64.49%。

　　从健身偏好来看，力量训练/举重以57.51%的参与率成为最受青睐的健身类型，而健身服（瑜伽服/跑步服等）以33.99%的占比领跑消费者健身用品购买需求。在消费渠道方面，59.44%的消费者倾向通过大型超市/百货商场的体育用品区购买健身产品，凸显线下场景的信任优势。但线上消费亦面临显著痛点：82.88%的消费者对网购健身用品的质量问题存在担忧，而选择线上店铺时，60.27%的用户将商品质量视为核心决策因素，远超价格、品牌等维度。

　　艾媒咨询分析师指出，当前健身消费市场呈现“线下强体验、线上重质量”的二元特征。建议厂商强化线下渠道的专业化服务能力，例如增设健身器材体验区、提供个性化训练指导；针对线上消费痛点，需建立更透明的质量认证体系，通过第三方检测背书、用户评价可视化等方式降低信任门槛，同时优化力量训练等细分品类的产品创新，满足消费者对功能性健身装备的进阶需求。（《艾媒咨询 | 2025年中国健身器材行业消费行为调查数据》完整高清PDF版共38页，可点击文章底部报告下载按钮进行报告下载）

　　With the deep penetration of national fitness awareness, China's fitness consumer market has built a multidimensional demand matrix, mainly covering the basic fitness scene with strength training and aerobic exercise as the core, the special shaping scene represented by yoga and Pilates, and the derivative service scene such as fitness nutrition supply and sports knowledge payment. According to the latest "2025 China Fitness Equipment Industry Consumption Behavior Survey Data" released by iiMedia Research, a third party data mining and analysis institution in the global new economy industry, 43.99% of consumers exercise 1-5 times a week, and a single exercise duration is concentrated in 30 minutes to 1 hour. The proportion is as high as 64.49%.

　　From the perspective of fitness preferences, strength training/weightlifting became the most popular type of fitness with a participation rate of57.51%, while fitness clothing (yoga clothing/running clothing, etc.) led the consumer's purchase demand for fitness supplies with 33.99%. In terms of consumption channels, 59.44% of consumers tend to buy fitness products through the sporting goods area of large supermarkets/department stores, highlighting the trust advantage of offline scenes. However, online consumption also faces significant pain points: 82.88% of consumers are worried about the quality of online shopping fitness supplies, and when choosing online stores, 60.27% of users regard product quality as the core decision-making factor, far exceeding price, brand and other dimensions.

　　 Analysts from IImedia Consulting pointed out that the current fitness consumer market presents the dual characteristics of "offline strong experience and online quality". It is suggested that manufacturers strengthen the professional service capabilities of offline channels, such as adding fitness equipment experience areas and providing personalized training guidance; In view of the pain points of online consumption, it is necessary to establish a more transparent quality certification system, reduce the threshold of trust through third-party testing endorsement, user evaluation visualization and other ways, and optimize the product innovation of strength training and other subcategories to meet the advanced needs of consumers for functional fitness equipment.(“iiMedia Report | iiMedia Report | China fitness equipment industry consumption behavior survey data in 2025”full version has 38 pages, please click the download button at the bottom of the article to download the report)

　　2025年中国消费者健身频率

　　数据显示，每周健身1-5次的消费者比例最高，达到43.99%。其次是每月健身1-5次，占比33.22%。每天健身的比例为9.54%，相对较低。极少健身的比例为8.30%，每季度健身1-5次的比例为4.95%。整体来看，超过五成的消费者每周至少健身一次，显示出较高的健身频率。

　　2025年中国消费者主要参与的健身活动类型

　　数据显示，力量训练/举重以57.51%的占比位居首位，显示出中国消费者在健身活动中对此类型的偏好最为强烈。瑜伽/普拉提以38.93%的占比位居第二，团体操课（如Zumba、有氧操等）占比31.42%，跑步/慢跑占比30.63%，游泳占比28.66%，这些活动类型均有较高比例的消费者参与。自行车/动感单车占比26.09%，健身器械训练占比11.86%，相对较低。

　　2025年中国消费者健身用品购买情况

　　数据显示，健身服（瑜伽服/跑步服/健美服/网球服等）占比最高，达到33.99%。其次是跑步机，占比27.67%。瑜伽垫占比27.27%，位列第三。跳绳占比26.09%，排名第四。握力器占比23.12%，位列第五。哑铃占比20.16%，弹力带占比22.13%，腹肌轮和健身板均占比20.75%，卷腹机占比18.58%，椭圆机占比17.98%，筋膜枪占比18.97%。

　　2025年中国健身器材消费者购买健身用品的途径

　　数据显示，大型超市/百货商场的体育用品区占比最高，为59.44%，显示出消费者更倾向于在这些地方购买健身用品。电商平台（如淘宝、京东、天猫等）的占比也非常高，为57.83%，这表明在线购物已成为健身用品购买的主要渠道之一。健身中心/健身房周边商店占比29.32%，位列第三，说明消费者在健身场所附近购买健身用品的需求也较为显著。专业健身用品网站占比26.10%，体育用品专卖店占比17.07%，两者相差不大，均属于中等偏好的购买途径。社交媒体/网红/博主推荐链接的占比最低，仅为11.04%，反映出通过这种渠道购买健身用品的消费者较少。

　　2025年中国健身器材消费者用于健身食品、饮料的年均支出

　　数据显示，健身食品、饮料年均支出中，占比最高的是“401-600元”区间，达到41.50%。其次是“201-400元”区间，占比25.30%。这两个区间合计占比超过66%，显示出大多数消费者在健身食品、饮料上的年均支出集中在201-600元之间。“601-800元”和“200元以下”区间的占比分别为14.62%和10.28%，相对较低。而“801-1000元”和“1000元以上”区间的占比更低，分别为5.14%和3.16%，说明高消费水平的消费者占比较少。整体来看，健身食品、饮料消费呈现出明显的中间大、两头小的分布特征。

本文内容节选自艾媒咨询发布的《艾媒咨询 | 2025年中国健身器材行业消费行为调查数据》，完整版报告共27页，点击文末下方链接可直达完整版报告。