The athletic tapes marketplace remains moderately fragmented, and multinational brands face pricing pressures from local manufacturers. Product penetration is sizeable among hockey and soccer players, but professional tennis players remain the top draw on account of better product visibility and familiarity of support staff with athletic tapes.
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Although positive word-of-mouth has helped boost sales of athletic tapes, ambiguities about their actual benefits persist. According to an independent study published in the Sports Medicine, taping can only have a "beneficial role" in the improving the strength and range of motion. The report also suggested that further independent studies should be used for confirming the findings. Considering the market scenario, the demand for kinesiology and other athletic tapes can receive an impetus if conclusive and empirical studies demonstrate their benefits for injury prevention and rehabilitation.
Kinesiology tapes outsell both elastic adhesive bandages and zinc oxide tapes, owing to their numerous advantages. Kinesiology tapes currently account for over 50% revenue share of the market, and demand is likely to remain steady over the course of the forecast period. Conventional athletic tapes including zinc oxide and elastic adhesive bandages are waning in demand as they restrict the amount of an area that can move. In contrast, kinesiology tapes facilitate movement, ensuring the performance of the sportsperson is not compromised.
Although athletic tapes are available at modern trade channels, e-commerce, direct-to-customer channel, and some drug stores, sporting goods stores remain the preferred sales channel for end-users. Availability of a wide range of affordable and aesthetically pleasing athletic tapes at sporting goods stores continues to be a key factor driving demand.
Athletic tape sales through third-party online channels have emerged as a growing trend, with many leading manufacturers tying up with e-commerce portals to target last mile consumers. The availability of athletic tapes in tier II and suburban areas where supermarkets and sporting goods stores are lacking can be attributed to the growing popularity of online channels. Sans any physical presence, leading athletic tape manufacturers are now able to penetrate into markets that were once considered off-limits. It is highly likely that online sales will continue to be a lucrative sales channel during the assessment period.
Kinesiology Tapes – The Athletic Tape that Enabled the Shift from Niche to Mainstream
Kinesiology athletic tapes outsell elastic adhesive bandages and zinc oxide tapes, as the latter need to be removed periodically to restore movement. End-user preference for kinesiology tapes is positively influenced by their therapeutic benefits. The report finds that demand for kinesiology athletic tapes remained subdued for a long time, as applications were limited to patients undergoing physical recuperation. However, the product received unprecedented surge in popularity after US volleyball player Kerri Walsh sported it at the 2008 Olympics while recovering from a rotator-cuff injury.
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The popularity of the product has led to recommendations and prescriptions by physicians and chiropractors, and establishment of a multi-million dollar marketplace. Kinesiology tapes are likely to outsell other conventional athletic tapes available in the market, and consistently hold over 50% revenue share during the assessment period.
Considering the multi-pronged demand for athletic tapes, manufacturers continue to focus on broadening their range of offerings. Athletic tapes are available in a wide range of widths, however, the report finds that 1 inch – 2 inch tapes reign supreme in the market. According to the report, sporting goods stores are the preferred sales channel for consumers, owing to the availability of a wide range of affordable and quality athletic tapes. Sales through third party online channels are also surging, as these remain a pragmatic and feasible option for reaching last mile consumers. Manufacturers are not oblivious to the lucrativeness of this fledgling sales channel, and it is highly likely that the marketplace will witness collaborations and tie-ups between manufacturers and leading e-commerce platforms.
Table of Content:
- Executive Summary
1.1. Summarizing Key Findings
1.2. Wheel of Fortune
1.3. Opportunity Assessment
1.4. Mega Trends
- Global Athletic Tapes Market Introduction
- Global Athletic Tapes Industry Overview
3.1. Global Athletic Tapes Market Value (US$ Mn) Forecast and Analysis
3.2. Forecast Factors and Relevance of Impact
3.3. Supply Chain Analysis and Operating Margins
3.4. Market Dynamics
3.5. PEST Analysis
3.6. Pricing Analysis by Region
3.7. Opportunity Analysis
3.8. Investment Feasibility Analysis
3.9. Market Players Competition Matrix
3.10. Key Players Market Presence (Intensity Map) by Regions
- Global Athletic Tapes Market Historical Analysis 2013-2017 and Forecast 2018-2028, By Product Type
4.1. Revenue (US$ Mn), 2018-2028
4.2. Market Share Comparison
4.3. Y-o-Y growth Comparison
- Global Athletic Tapes Market Historical Analysis 2013-2017 and Forecast 2018-2028, By Tape Width
5.1. Revenue (US$ Mn), 2018-2028
5.2. Market Share Comparison
5.3. Y-o-Y growth Comparison
- Global Athletic Tapes Market Historical Analysis 2013-2017 and Forecast 2018-2028, By Form Type
6.1. Revenue (US$ Mn), 2018-2028
6.2. Market Share Comparison
6.3. Y-o-Y growth Comparison
- Global Athletic Tapes Market Historical Analysis 2013-2017 and Forecast 2018-2028, By Sales Channel
7.1. Revenue (US$ Mn), 2018-2028
7.2. Market Share Comparison
7.3. Y-o-Y growth Comparison
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