Yoga from Home
On June 21st, people around the world will be celebrating International Yoga Day for the 6th year running. Yoga has significantly grown in popularity over the last decade and comes now as a great form of improving physical and mental health, as well as it being a social and family-friendly activity. This year we see less of the social and more of the health benefits, but the shift to online interaction also presents new opportunities for brand exposure.
Many people begin practising Yoga to de-stress and remove negativity which is a great motive for children and families to take up Yoga together during the current climate, when people are feeling their lowest. Amid the Covid-19 lockdown, we know that many children are feeling anxious, with mental health as teenager’s second biggest concern in April (32%), behind only Coronavirus (55%) itself.
During the pandemic, all around the world kids have been feeling anxious and worried about the current situation affecting their lives. A third of 13-18-year old agree, and mental health concerns have jumped up the rankings from 10th to second place in the UK, overtaking concerns over bullying, environmental issues, terrorism, and animal cruelty as children around the world feel increasingly anxious.
These worries also show how kids are now considering the impact of certain things on the world. Health and wellbeing products for kids are growing in popularity– as a healthy lifestyle not only reduces your likelihood of contracting the disease but improves your recovery rate if contracted. Furthermore, for a time, exercise was the only legitimate reason to leave the home – Fitbit, products that help movement and encourage active play will hold continued appeal for families which is the same for Yoga.
Based on our data, kids and families that take part in Yoga also have tendencies to purchase healthcare products. 50% of the kids in the UK which said they take part in Yoga also said that they have purchased Neutrogena which is a skin and healthcare product compared to those who do not take part in Yoga where Neutrogena is the fifth favourite product. 16.7% of this group also said that their favourite high street store is Target which is a well valued store providing health, environmental and sustainable products which tells us that these kids that take part in Yoga also consider their purchase decisions well, incidentally 50% also have concerns over the effect on the economy showing that they are well educated in this area as well as concerns over employment opportunities and terrorism. If we compare a digital native to that we can see that more than half of kids who are playing video games are less concerned about these issues and world issues in general.
Yoga around the world
Leading up to International Yoga Day, we are seeing communities all around the world preparing events. Yoga enthusiasts in the US are preparing their 6th year of celebrating this event and are producing content under the theme ‘Yoga from home’. Yoga is becoming more popular with kids ages 3-9 as well as parents, our data tells us that in the past 6 months, Yoga has doubled in popularity among 3-9’s in the US. Those in the US who take part in Yoga are also more likely to purchase healthy food items with 50% saying that it is their main reason for purchasing food.
Countries that are celebrating with virtual Yoga events include the US, UK, and India. In India, there is going to be an entire week dedicated to teaching and performing the ancient Indian practice and while maintaining social distancing measures, there will be events held in Wat Phnom, Phnom Penh on Saturday 20th June and one at Ta-Prohm Temple in Siem Reap province on June 23. In India, Yoga is most common with girls aged 10-18 and based on our data it is the favorite hobby for an indicative population of 12k.
In the UK, many virtual events are taking place via online video apps such as Zoom. These virtual classes are accessible for all and many are learning to practice Yoga at home or in open outside spaces. A Yoga enthusiast named Gayle, UK has been practicing Yoga to improve her physical and mental health and has also been practicing Yoga with her Labrador, Toby. At a time when there can be limited human contact, dogs are becoming essential for good company and ‘Doga’ seems like a great new version of the practice.
In recent months we have also seen a rise in popularity of mindfulness and meditation apps to help readjustment to the current conditions and lower anxiety levels. Meditation apps are now offering a way for kids and families to improve physical and mental health. Headspace, a meditation app, is now offers a free subscription for teachers and educators in the UK, USA, Canada, and Australia.
Aside from Yoga
Kids and families need a sense of belonging, our data shows that on average children around the world prefer to do things as a group between 55% and 75% of the time; whereas for those who are more concerned with Coronavirus this increases around 10% – the pandemic has left children with a desire to be part of something and experience group activities.
Communities, and by this we mean either local, shared interest or extended family groups, will help children adapt back into the real world. Many families will be facing hardship and dynamics will have changed which means ever more so this community feel will be needed.
Being apart from extended family and friends for such a long period will again increase the desire amongst children to feel included.
To download the complimentary report on the effect of COVID-19, please click below: