Bodybuilding and fitness products are getting more popular, and many of them are being targeted at women, according to a study published this week.
Bodybuilding has a long history in the fitness world, dating back to the 1970s, and although many products are now marketed to women, there is a growing number of bodybuilders that are targeting men, too.
The new study, which was published online in the journal PLOS One, looked at data from more than 100,000 online searches for bodybuilding products and compared them to bodybuilding weightlifting or strength training products.
The results showed that women are more likely to buy bodybuilding-specific products than bodybuilding fitness products.
The authors of the study also looked at the data for products marketed to men, and found that women who have a bodybuilding fetish are more than twice as likely as men to buy a product targeted at men.
“When it comes to bodybuilders, we are more of a female-oriented market, but there are still plenty of products targeting men,” lead author and researcher Anna-Lena Miettinen said in a press release.
“This suggests that there is potential for bodybuilders to find an audience of their own, even if they are not necessarily interested in being a part of the market.”
In addition to offering a more diverse selection of bodybuilding supplements, the study found that bodybuilding athletes were also more likely than non-athletes to buy fitness products such as weights and cardio equipment.
“There is a market for bodybuilder products that address the specific needs of the female bodybuilder,” Miettainen said.
“We hope this study will help clarify whether this market exists, and will help promote a wider variety of products that are being marketed to the bodybuilder.”
Bodybuilding and weightlifting also are gaining popularity among women.
More than 30 percent of women who participate in the sport buy bodybuilders products, and the number is growing, with the number of women in the weightlifting industry increasing nearly five-fold over the past two decades, according the National Bodybuilding Association.
Bodybuilders are increasingly looking for other ways to get results, too, including weightlifting and cardio workouts.
“There is also a demand for other exercises that can help build lean muscle,” Maittiinen said, adding that she hopes that bodybuilders will start to get more creative in the design of their products to appeal to women.