ATHLETIC TAPE MARKET ANALYSIS

Market Concentration and Competitive Landscape

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Earlier access to specialized sports gear including athletic tape used to be limited to professional athletes and high performance centers. However, nowadays consumers are exhibiting a strong DIY attitude and desire to self-care for minor injuries at home or during casual activities. The rising influence of social media where people widely share details of their fitness routines and lifestyle has made sports tapes popular even for everyday support and care. Brands have responded by formulating easy to use tape variants which do not require expert application. Likewise, e-commerce platforms offering tape products with just a few clicks have enabled hassle free shopping and boosted impulse purchases. Even general retail stores from pharmacies to supermarkets now shelve tapes for ankle, knee, etc. injuries. Together, the do-it-yourself movement as well as increased visibility and proximity of athletic tapes have brought the products to the mainstream attracting a varied set of recreative and casual users not just serious athletes. This expansion of target base has been a notable driver expanding the overall tape market size beyond the dedicated sports industry.