Yoga Journal has just released its second annual “Yoga
in America” survey, a comprehensive study of the yoga market. According to the study, Americans spend $2.95 billion a year on yoga classes and products, including equipment, clothing, vacations and media (DVDs, videos, books and magazines). “Yoga in America” is the first such study to quantify the yoga market in the U.S.
Data for this survey were collected by the Harris Interactive Service
Bureau (HISB) on behalf of Yoga Journal, which performed the survey design and
data analysis. The poll surveyed over 4700 respondents — a statistically
representative sample of the total U.S. population.
The study revealed that 7.5% of U.S. adults, or 16.5 million people, now
practice yoga, an increase of 5.6% from the prior year and 43% from 2002. Of
the 16.5 million people now practicing yoga, the fastest growing segment is
the 18-24 age group, which increased by a remarkable 46% in one year.
In addition, almost one in seven non-practitioners, or about 25 million
people, say they intend to try yoga within the next 12 months.
John Abbott, president and CEO of Yoga Journal, said, “The fact that
Americans spend nearly $3 billion a year on yoga and yoga-related items shows
the financial vibrancy of the market. That the number of yoga practitioners
has grown so strongly in the last ten years shows that yoga is not a passing
fad but a genuine cultural phenomenon and an integral part of the wellness
trend in this country.”
The study also collected data on age, gender, and other demographic
factors. Of the yoga practitioners surveyed:
- 77.1% are women, 22.9% are men.
- 29.1% are 18-34, 41.6% are 35-54.
Length of Practice:
- 35.8%, or 5.9 million people, have studied yoga for under 1 year.
- 44.7% or 7.4 million people, have studied more than two years.
The growth in the yoga market is reflected in the growth of Yoga Journal.
Between 1998 (when John Abbott acquired Yoga Journal) and 2005, the paid
circulation of the magazine more than tripled, from 90,000 to 325,000.