Yoga is becoming increasingly popular amongst a broad portion of the population as a form of exercise to improve overall health and reduce the effects of stress.
And along with it, the demand for yoga mats has also increased enormously to the point that many people have started getting interested in the target market for yoga mats.
Most people prefer not to practice yoga on a bare floor. That’s where yoga mats come in! These helpful pieces of equipment can help keep the practitioner safe and comfortable while stretching and twisting into various poses.
Not surprisingly, different people are interested in different types of yoga mats, depending on their individual needs and preferences. Some people may prefer a thick, cushioned mat for extra comfort, while others may prefer a thinner mat that is more portable.
Also, you may be surprised to know that the target market for yoga mats is not limited to those who practice yoga. Yoga mats have found surprisingly new applications they were not designed for.
So, who is the target market for yoga mats?
Let’s dive in and answer this question!
Who is the Target Market for Yoga Mats?
One of the best ways to understand the target market for yoga mats is to understand why people need them? What motivates them to use yoga mats instead of doing yoga on the bare floor? Why don’t they use a blanket or a piece of cloth?
By understanding the need people have or purchasing and using a yoga mat, we can better understand this growing market.
Such a needs-based segmentation gives us the following customer segments:
- People who are new to yoga
- Experienced yoga practitioners
- People who yoga mats for other types of exercise (Pilates, Tai-Chi, etc.)
- People who use yoga mats for general exercise
- People who use yoga mats while camping
- People for whom a yoga mat is a fashion statement
Let’s look at each of these market segments one by one:
1. People who are new to yoga
The yoga market is growing rapidly with more and more people looking to adopt yoga as a form of exercise. This uptick in popularity is being driven by the health benefits that yoga provides.
Yoga mat manufacturers target people who are new to yoga for a few reasons.
First, practicing on a bare floor can be uncomfortable. Second, a yoga mat provides some grip, which can be helpful to avoid accidents that newbies can be prone to.
People who are new to yoga often prefer a mat so they can feel more comfortable and confident while they learn the ropes.
They might not be sure how often they will practice yoga, or what kind of advanced poses they will eventually be able to do.
For these customers, mats that are thicker and more cushioned may be appealing, as they provide more support.
2. Experienced yoga practitioners
Experienced yogis, on the other hand, may look for mats that are thinner and more lightweight, so they can easily take them with them on the go.
They might also prefer mats that offer less cushioning because they may prefer to practice on a harder surface.
3. People who yoga mats for other types of exercise
Yoga mats are very versatile and can be used for other exercises besides yoga, such as Pilates and Tai-Chi.
People who use them for these purposes may be looking for mats that offer a lot of grip, so that they don’t slip.
They will also look for mats that are easy to clean as they might sweat more than a yoga practitioner.
4. People who use yoga mats for general exercise
Some people use yoga mats for general exercise, such as stretching or calisthenics.
They may not be looking for any specific features and just want a mat that is cheap, cheerful and comfortable.
5. People who use yoga mats while camping
A thick yoga mat can serve as an excellent sleeping mat when camping. It can also be used in addition to a sleeping bag or as a layer of cushion on a sleeping cot.
It can provide insulation from the cold ground and make sleeping on uneven surfaces much more comfortable.
6. People for whom a yoga mat is a fashion statement
For some people, a yoga mat is more than just a functional piece of equipment – it’s also a fashion statement.
These customers may be looking for mats that are brightly colored or patterned, and which make a statement about their personal style.
Types of Yoga Mats
Now that we’ve looked at the target market for yoga mats, let’s take a closer look at some of the different types of mats that are available. Here are some of the most popular options:
Foam mats
Foam mats are lightweight and easy to transport, making them a good choice for people who are new to yoga or who travel frequently. They provide good cushioning and support, making them ideal for beginners.
They are also good insulators and so can be used for camping.
Cork mats
Cork mats are made from natural materials and provide good grip, making them a good choice for people who practice hot yoga or who sweat a lot.
They are also eco-friendly and biodegradable, making them a good choice for people who want to reduce their impact on the environment.
PVC mats
PVC mats are more durable and offer more grip than foam mats, making them a good choice for people who sweat a lot or who practice more advanced yoga poses. They can be more difficult to clean, however.
Also, many people may not consider PVC mats eco-friendly.
Rubber mats
Rubber mats are made from natural or synthetic rubber and offer good grip and cushioning. They are a good choice for people who like buying products made from recycled materials.
Rubber mats can also be good for beginners as they provide good grip and cushioning. They can also be easy to clean just by holding them under running water.
Jute mats
Jute mats are made from natural fibers and offer good grip and support. They are a good choice for people who want an eco-friendly mat, as they are often made from sustainable materials.
They can be more expensive than other types of mats, however. But can be attractive for people who buy “green products” since a jute mat can be manufactured in a way that is not just environmentally friendly but also vegan.
So there you have it – a quick overview of the different types of yoga mats that are available on the market. As you can see, there is a mat to suit every need!
Conclusion
While a large portion of the target market for yoga mats includes people who practice yoga, yoga mats are also popular for other purposes.
Amongst yoga practitioners, we can segment the market into yoga newbies and experienced yogis.
Yoga mats are also popular for other kinds of exercises like Pilates, Tai-Chi and general exercise routines.
Many people use them for camping mats and other outdoor activities. And not surprisingly, there is a group of people who will select a yoga mat as a fashion statement!
As you can see, there is a lot of diversity among yoga mat users, and this is reflected in the wide range of mats that are currently available on the market.
