Consumers’ health and wellbeing concerns are driving the sports goods market, but retailers will be challenged to capitalise on their interest during 2024 sports events.
Armando Falcao, Associate Director – Retail Reports
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Executive summary
- Key issues covered in this Report
- Market context
- Graph 1: total retail sales, online and in-store (excl VAT), 2014-23
- Graph 2: harmonised consumer price index, by category, 2021-23
- Mintel predicts
- Opportunities
- The competitive landscape
- Graph 3: leading specialist retailers’ estimated share of the sport goods retail market*, 2023
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market drivers
- The German economy
- Graph 4: key economic data, in real terms, 2019-25
- Graph 5: financial confidence index, 2022-24
- Graph 6: retail sales excluding fuel (excl VAT), 2016-24
- Health and wellbeing
- Graph 7: proportion of those considered overweight and obese, by gender, 2021
- 2024 – a year of sport
- eCommerce
- Graph 8: online retail sales in selected categories, 2016-23
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MARKET ACTIVITY
- Sector size and forecast
- Graph 9: specialist sports goods retailers’ sales (exc VAT), 2016-23
- Consumer spending
- Graph 10: consumer spending on sports goods categories (incl VAT), 2014-23
- Graph 11: consumer spending on sports goods categories (incl VAT), 2014-23
- Channels of distribution
- Graph 12: channels used to purchase sports goods, by age group, 2023
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What consumers want and why
- Exercise locations
- Graph 13: whether and where consumers exercise, by age group, 2023
- Graph 14: where they exercise, by monthly household income, 2023
- Graph 15: where consumers exercised or practiced sports, by age and gender, 2023
- Items purchased at sports goods retailers
- Graph 16: products consumers buy at sports goods retailers, 2023
- Graph 17: sports goods categories purchased, by where consumers exercise, 2023
- Graph 18: sports goods categories purchased, by gender, 2023
- Channels used to buy sports goods
- Graph 19: channels used to purchase sports goods, by age group, 2023
- Graph 20: channels used to purchase sports goods, by where they exercise, 2023
- Graph 21: sports goods categories purchased, by channel, 2023
- Where they buy sportswear and footwear
- Graph 22: retailers used to purchase sports goods, 2023
- Graph 23: retailers used to purchase sports goods, by generation, 2023
- Graph 24: retailers used to purchase sports goods, by gender, 2023
- Graph 25: leading retailers’ positioning by shoppers’ average age and household income, 2023
- Graph 26: repertoire of sports goods retailers used, by age group, 2023
- Where they wear sportswear
- Graph 27: where sportswear is worn, by where consumers exercise/practice sports, 2023
- Graph 28: repertoire of locations where consumers wear sportswear, by gender and monthly household income, 2023
- Behaviours towards sports and exercising
- Graph 29: consumer behaviours towards sports and exercising, 2023
- Graph 30: behaviours towards sportswear, by where consumers exercise/practice sports, 2023
- Graph 31: behaviours towards sportswear, by age group, 2023
- Graph 32: consumer behaviours towards sportswear, by age and gender, 2023
- Graph 33: consumer behaviours towards sportswear, by where they exercise/practice sports, 2023
- What consumers want from sports goods retailers
- Graph 34: what consumers would like to see at sports goods retailers, 2023
- Graph 35: what consumers would like to see at sports goods retailers, by age group, 2023
- Graph 36: what consumers would like to see at sports goods retailers, by monthly household income, 2023
- Graph 37: what consumers would like to see at sports goods retailers, by where they exercise, 2023
- Graph 38: what consumers would like to see at sports goods retailers, by where they exercise, 2023
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RETAILER ACTIVITY
- Leading retailers
- Market share
- Graph 39: leading specialist retailers’ estimated share of the sports goods market*, 2023
- Retail innovation
- Advertising and marketing activity
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Appendix
- Appendix – products covered, abbreviations and consumer research methodology and language usage
- Appendix – repertoire analysis methodology
- Appendix – market size and forecast
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