Sinking Markets Become New Growth Engines

Benefiting from the “Healthy China 2030” Plan and national fitness policies, China’s sports and fitness market is expected to reach ¥1.5 trillion in 2025, maintaining an 11.3% CAGR over the past five years. Consumption structure continues to upgrade: the increase in residents’ per capita disposable income has transformed fitness from an “optional consumption” to a “necessary consumption.” As the Engel coefficient drops to 28.6%, health service consumption accounts for 46.8%. Sinking markets in third and fourth-tier cities are growing significantly, with the elderly population’s fitness demand awakening—72% of people over 45 participate in fitness to alleviate chronic diseases, driving the sales growth of protein powder specifically designed for middle-aged and elderly groups.