Particularly considering the percentage of “aspirational yogis,” this represents huge untapped potential as well as growth. The potential is an argument for yoga to have broad appeal, and the growth a reason to be comfortable with differentiation, as into diverse styles.
The latest Yoga in America study shows that 20.4 million Americans practice yoga, compared to 15.8 million from the previous 2008 study, an increase of 29 percent. In addition, practitioners spend $10.3 billion a year on yoga classes and products, including equipment, clothing, vacations and media. The previous estimate from the 2008 study was $5.7 billion.
Data for this survey, the most comprehensive study of the consumer yoga market available, were collected by Sports Marketing Surveys USA on behalf of Yoga Journal.
The 2012 study indicates that 8.7 percent of U.S. adults, or 20.4 million people, practice yoga. Of current non-practitioners, 44.4 percent of Americans call themselves “aspirational yogis”—people who are interested in trying yoga.