Yoga Journal Releases 'Yoga in America' Market Study

Yoga Journal Releases 'Yoga in America' Market Study

Yoga Market Worth Nearly $3 Billion a Year

Number of Practitioners Increases to 16.5 Million

18-24 Age Group Grows 46% in One Year

SAN FRANCISCO, Feb. 7 /PRNewswire/ -- Yoga Journal (www.yogajournal.com), the country's premier yoga magazine, 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.

Says John Abbott, president and CEO of Yoga Journal, "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:

Gender:
* 77.1% are women, 22.9% are men.

Age:
* 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. Current national advertisers include Toyota, Ford, Johnson & Johnson, Kraft, Pfizer, Kellogg's and Columbia Sportswear. The magazine is the top-selling health and fitness title at Barnes & Noble nationwide as well as at Whole Foods.

About Yoga Journal: Yoga Journal (www.YogaJournal.com) is the largest- circulation yoga magazine in the country. Founded in 1975, it has tripled its paid circulation in the past few years, to 325,000, and reaches more than 1,000,000 readers bimonthly.

Yoga Journal holds several conferences a year, including its annual Colorado conference. It also produces many best-selling yoga books, videos and DVDs, including "Yoga Journal's Yoga Step-by-Step: The Total Guide to Beginning Your Home Practice"; "Yoga Journal and Lamaze(R) Present Yoga for Your Pregnancy: Your Guide to Prenatal Fitness & a Healthy Birth," and "Yoga Step-by-Step for Stress Relief."

The magazine is published by Yoga Journal, LLC, based in San Francisco, California.


Source: Yoga Journal

CONTACT: Dayna Macy of Yoga Journal, +1-415-591-0555, ext. 304, or
dmacy@yjmag.com

Web site: http://www.yogajournal.com/


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