Retailers have much to gain from tapping into the market of consumers who participate in sports and fitness activities. According to a new study by Packaged Facts, fit consumers are highly affluent, with average household income exceeding $87,000, which is 54 percent higher than other households.

Fit customers are defined as the 50 million adult Americans who exercise at least three times a week, and participate in at least one sport. This group represents an attractive target for retailers of products and services tied directly to their active lifestyles, such as fitness equipment, health clubs, sporting goods, athletic shoes, outerwear, and vitamins and other supplements.

Furthermore, fit consumers also are more likely to go shopping frequently, both at the mall and online. They pamper themselves with a wide range of personal care products, and keep up with the latest consumer electronics products.

With an aggregate household income of $2.2 trillion, fit consumers represent a unique and fast growing segment of the American consumer economy. The report concludes, "Being buff and living the lux life go hand in hand."

This expanding demographic includes consumers who are highly educated, risk taking, and adventurous. "These consumers are serious about all aspects of their health, environment, and the quality of the lives they lead," said Tatjana Meerman, publisher of Packaged Facts. "They will go to great lengths to preserve what they see as the ideal lifestyle, but are also very savvy about what they indulge in."

For more information on the study, visit www.packagedfacts.com.