Posture Correction Market Size, Share & Trends Analysis Report By Distribution Channel (Pharmacies & Retail Stores, E-Commerce), By Product (Sitting Support Devices, Kinesiology Tape), By End Use, By Region, And Segment Forecasts, 2022 - 2030

Report Overview

The global posture correction market size was estimated at USD 1.02 billion in 2021 and is anticipated to grow at a compound annual growth rate (CAGR) of 7.9% from 2022 to 2030. The growing investment in healthcare facilities, the increasing popularity for naturally enhancing posture, and the rising prevalence of spinal and back disorders are some of the key factors of market growth. Kyphosis or hunchback which is caused by poor posture is common spinal conditions found globally. According to Mercy Health in 2022, kyphosis is a common condition that affects more than 3 million people per year in the United States. It is most common in older women.

The market was significantly impacted by the COVID-19 outbreak as most healthcare resources were used to address the demand brought on by patients with COVID-19. The postponement of unnecessary medical treatments and elective surgery has further slowed the market's rate of expansion during this pandemic. Numerous posture-related issues have been made worse by lockdowns, quarantines, and social isolation.

Furthermore, COVID-19 induced work from home worsen posture-related concerns as people have been restricted to their homes for longer periods of time, which may also cause muscular tension, pain, etc. In addition, the COVID-19 pandemic has made it difficult for individuals to visit parks, gyms, etc., that has caused people to become more sedentary. As a result, it is anticipated that the market for posture correction has expanded. Mueller Sports Medicine launched an adjustable posture corrector in February 2021 that was intended for persons working from home as well as athletes. Hence, such product launches also encourage market expansion.

Additionally, the lockdown measures' limits on travel made the market growth rate during this period more difficult to predict. Nevertheless, the post-pandemic phase has aided in producing earnings and sales. For instance, in all regions, Ottobock achieved double-digit growth rates in the 2021.

Additionally, an increase in public-private funding for targeted research initiatives, an increase in the number of people complaining of regular back pain due to prolonged sitting at a desk, and an increase in product innovations and development due to global technological advancements will all create lucrative opportunities for market players. For instance, in May 2022, Hempvana has launched Straight 8, a new product which offers a simple and comfortable approach to address bad posture. Eight support points on the Straight 8's unique design engage the lower and middle back, shoulders, and neck, resulting in perfect alignment and promoting muscle memory to strengthen good posture.

The rise in awareness of the benefits of the correct posture will positively influence the  market.  Besides, in the future, the market's growth rate will be further accelerated by factors such as unhealthy individual lifestyles, rising internet penetration rates, an aging population base, a shift in consumer preference toward natural treatments, product development, and commercialization, and rising per capita health care spending.

One of the main factors propelling the  market is the increase in back pain and associated conditions. People might develop postural deformities due to the  excessive working hours, poor sitting postures, and sedentary lifestyles. In 2019, 1.71 billion people worldwide lived with musculoskeletal conditions, including low back pain, neck pain, fractures, other injuries, osteoarthritis, amputation, and rheumatoid arthritis. Low back pain is the primary cause of musculoskeletal conditions overall, according to a WHO article published in 2022.

The market for posture correctors has been positively impacted by both the older population's growth and children's increased awareness of the benefits of good posture. Due to several ongoing problems, governments are also attempting to raise awareness through various media, and numerous organizations are striving to correct posture deformity. One of the main factors influencing market expansion is the expanding trend of naturally improving posture.

Product Insights

Kinesiology tape dominated the market by product type in 2021 and the segment is also anticipated to grow at the fastest CAGR of over 8%. Since it reduces sports injuries, it is particularly helpful in sports. Injuries can be avoided by increasing joint space by sticking it to the knee or any other joint. It might also improve blood flow. Many times, increasing blood flow and reducing edema have been seen when kinesiology tape is applied to the injured site. Nowadays, individuals aim to avoid sedentary lives to prevent several concerns, including problems with their posture. Sports, games, and physical activity are therefore strongly promoted. This trend could lead to an expansion of the kinesiology tape market.

Additionally, according to an article published by National Safety Council, sports- and recreational-related injuries rose by 20% in 2021 after reaching a record low in 2020. For instance, the number of injuries related to exercise and sports activity grew slightly in 2021 (409,224 injuries compared to 377,939 in 2020), with 15 to 24-year-olds having the greatest injury incidence. Spending on posture corrector devices has increased due to the growing concerns about these sports-related ailments. These variables imply that the segment is anticipated to have considerable growth throughout the projected period.

Distribution Channel Insights

By distribution channel, pharmacies and retail stores held the highest market share of over 54% in 2021. Customers benefit from pharmacists' personalized advice, which is targeted to their unique requirements and circumstances in terms of health. This contrasts with the availability of medical internet forums on the internet, which are frequently managed by administrators who are unaware of aspects that might affect the best advice to offer. Usually, a community pharmacy provides much more than just medications. They provide excellent services, affordable rates, and a large selection of general healthcare.

The E-commerce segment is anticipated to grow at the fastest rate during the forecast period.  Posture correctors may be found simply and quickly online. The online market provides practical services like home delivery and the availability of all different kinds of posture corrector devices. The popularity of smartphones is expanding rapidly. Hence, increasing the customer's exposure to online shopping. Due to lower costs associated with communications and infrastructure, established companies are increasingly turning to e- commerce. Additionally, it is projected that customer preference for items with quick availability would spur market expansion due to consumers' busy lives and demanding work schedules.

End-Use Insights

The end-use segment was dominated by adults in 2021. According to data published by National Safety Council, an estimated number of injuries were reported among people aged between 25 to 64. For example, 1,022,276 injuries are anticipated in 2021. In contrast, people 65 and older reported 232,838 injuries. The issues caused by postural deformities are known to millennials. They are taking preventative measures to avoid this issue, which is why posture correctors are being used. The increased use of posture correctors by young people has increased market revenue. Besides, constant product innovation by market participants boosts the market growth. In August 2021, Kinesio Holding Corporation announced the launch of Kinesio Medical Taping for the mature adult.

The geriatric population is projected to register the fastest CAGR of over 8% in the coming years. The need for posture braces and supports is anticipated to be mostly driven by the aging population. This group is very vulnerable to musculoskeletal conditions. As people age, their bones and supporting tissues like ligaments and cartilages eventually deteriorate. This puts older people at significant risk for muscular injuries, particularly to their shoulders and knees. As a result, the joints become even more rigid, necessitating the use of braces and supports to increase the distribution channel.

Regional Insights

North America accounted for the largest revenue share of over 48% in 2021. The large share of the North American region is due to the presence of key players and the growing prevalence of low back pain in the U.S. and Canada. For instance, according to Branko PRPA M.D. Spine Surgery in 2021, In the past three months of 2019, lower back issues affected about 30% of US citizens. Europe held the second largest share of the posture correction market. Besides, in June 2020, BackEmbrace announced that it is now available on Amazon, making it easier for Americans to live and work while spending more time in front of screens. Such product introductions aid in the expansion of regional markets.

Asia Pacific region is projected to register the highest CAGR of over 8% in the coming years. This is attributable to the high acceptance rate of posture correctors and inclination towards healthcare in the region. Asian nations are increasingly putting more of a focus on fitness centers, sports, and other physical activities to keep healthy and prevent posture deformity, which is progressively rising in many people owing to sedentary lives. Another factor driving the market for posture correctors is the growing elderly population in some countries. The WHO estimates that by 2040, the elderly in China may make up 28% of the country's population. This data implies that the market for posture correctors is expected to expand favorably throughout the forecast period.

Key Companies & Market Share Insights

The market is fragmented with the presence of numerous companies in developed and developing economies. This intensifies the competition and companies are involved in furthering their market presence and position through various strategic initiatives. These include product advancements, distribution partnerships, sales & marketing activities, regional expansion, partnerships, and mergers and acquisitions. For instance, in November 2021, Ottobock, a top innovator of exoskeletons, prosthetics, and orthotics acquired suitX, a US-based company that was founded by researchers at the Robotics and Human Engineering Lab at the University of California, Berkeley and focuses on the study and creation of exoskeletons for use in the workplace and medicine. Ottobock and suitX pooled their expertise and products to revolutionize the exoskeleton industry and promote their adoption around the globe. Some of the key players in the posture correction market include:  

• BackJoy

• Swedish Posture

• Acorn International

• Upright

• Aspen Medical Products, LLC

• Evoke Pro

• Comfy Brace

• ITA-Med Co.

• Super Ortho

• Ottobock

Posture Correction Market Report Scope

Global Posture Correction Market Segmentation

This report forecasts revenue growth at the regional & country level and provides an analysis of the latest trends and opportunities in each of the sub-segments from 2017 to 2030. For this report, Grand View Research has segmented the posture correction market based onproduct, distribution channel, end use, and region:

• Product Outlook (Revenue, USD Million, 2017 - 2030)

  • Sitting Support Devices

  • Kinesiology Tape

  • Posture Braces

  • Others

• Distribution Channel Outlook (Revenue, USD Million, 2017 - 2030)

  • Pharmacies & Retail Stores

  • E-Commerce

• End User Outlook (Revenue, USD Million, 2017 - 2030)

  • Kids

  • Adults

  • Geriatric

• Regional Outlook (Revenue, USD Million, 2017 - 2030)

  • North America

    • U.S.

    • Canada

  • Europe

    • U.K.

    • Germany

    • France

    • Italy

    • Spain

  • Asia Pacific

    • China

    • Japan

    • India

    • Australia

    • South Korea

  • Latin America

    • Brazil

    • Mexico

    • Argentina

  • MEA

    • South Africa

    • Saudi Arabia

    • Israel