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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
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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