2022
9
Germany Sports Goods Retailing Market Report 2022
2022-07-25T19:02:06+01:00
REP40197FD2_6A50_4492_B992_430B226A4525
2195
153543
[{"name":"Retail","url":"https:\/\/store.mintel.com\/industries\/retail"},{"name":"Sports","url":"https:\/\/store.mintel.com\/industries\/leisure-time\/sports"}]
Report
en_GB
Sports goods will continue to benefit from consumer interest in health, fitness and athleisure. However, rising inflation levels will impact discretionary spending. Irene Brockie, Research Analyst - Retail…

Germany Sports Goods Retailing Market Report 2022

£ 2,195 (Excl.Tax)

Description

The Germany Sports Retailing Market Report 2022 identifies consumers’ attitudes towards exercise and the use of sports goods, the impact of the pandemic and the cost of living crisis on German sports retailers, and the impact of an ageing population on German sports brands. This report covers the sports retailing market size, market forecast, market segmentation and industry trends for sports goods retail Germany.

 

Sports Equipment Market Analysis

Sports goods retail Germany was driven by pandemic lockdowns and the closure of gyms and fitness studios. As a result, home workouts surged in popularity, and sales of sports goods increased. However, rising inflation levels will impact discretionary spending in the sportswear market in Germany, and many other categories.

Who is the biggest sports retailer in Germany?

While Sport 2000 and Intersport make up for a lot of the sporting equipment retail Germany, they are challenged by a variety of other German sports brands and companies.

How big is the sporting goods market?

In 2021 the sports and leisure equipment market has experienced 7.6% growth and a further 17.7% of long-term growth is expected.

Sports Goods in Germany: Current Market Landscape

Following an uptick in consumer spending on sports goods in Germany in 2021, after almost half of Germans started exercising during the pandemic, more modest sports retailing market size growth is expected in 2022 as interest in sports and exercise continues.

Following the outbreak of COVID-19 in 2020, German consumers remain interested in both mental and physical wellbeing and, whilst many will be limited financially due to inflationary pressures, German sports retailers are in a good position to benefit from this interest. However, there will be increased pressure on German sports brands to provide more affordable options to shoppers – this can be linked to opportunities in sports and leisure equipment rentals and second-hand sports goods in Germany, as well as clothing.

Sports and Leisure Equipment Market: Trends, Challenges & Opportunities

The athleisure and fitness trends will continue to benefit the sportswear market in Germany as consumers increasingly wear and utilise sports goods in their day-to-day lives. Interest in exercise, health, and fitness will continue to grow, with German sports retailers likely to benefit from increased customer engagement through partnerships, e.g. with health technology brands.

An ageing population will impact the sports equipment market share and growth; to drive revenues, German sports retailers will need to focus on engaging with an older demographic and providing affordable solutions in sports and leisure equipment. With the cost-of-living crisis expected to continue into 2023, value will remain important to shoppers and German sports brands will need to promote product quality and the concept of sporting equipment as a long-lasting investment.

  • Sports Goods in Germany Consumer Behaviours: A total of 78% of German shoppers are more likely to purchase sportswear that is versatile.
  • Sports and Leisure Equipment Market Opportunities: The impact of social media in all areas of life continues to expand – 40% of consumers claim that social media helps them discover sporting goods and German sports brands.
  • Sports Goods Retail Germany Trends: 22% of German social media users have discovered new German sports brands on social media in the last 3 months.

Future Trends & Opportunities in Sports Goods Retail Germany

Consumer interest in health and wellbeing will continue long-term, with German sports retailers benefitting from the lasting impact of the COVID-19 pandemic. Germany’s ageing population will continue to grow, and German sports brands will need to make more concentrated efforts to engage with this demographic group. Blending the benefits of both on- and offline sales channels will be key to long-term success in sports equipment market share.

Our sports goods retailing market report identifies that the majority of German sports goods shoppers say they are more likely to purchase sportswear that is versatile. The athleisure opportunity here is a significant one, and brands are well placed to succeed if they offer sportswear ranges which are as versatile as they are functional.

To discover more about the Sports and Leisure Equipment Market, read our Germany Clothing Retailing Market Report 2022, or take a look at our extensive Sports and Leisure Market Research.

Quickly Understand the Sportswear Market in Germany

  • The impact of inflation and the cost-of-living crisis on the sports retailing market size.
  • The importance of the online channel for the sportswear market in Germany.
  • Sustainability and the response of sports goods retail Germany in terms of commitment to sustainable production.
  • Key purchase drivers for sports goods in Germany.
  • The rise of athleisure and the casualisation trend.
  • Current and future interest in the latest sporting technology innovations.

Covered in this Report

Products: Sports clothing (tracksuits, swimwear, hooded sweatshirts, accessories), sports footwear (trainers, running shoes, football boots, ski boots), sports equipment (tennis racquets, golf clubs and balls, cricket bats), other sports accessories (gloves, hats, wearable technology).

Brands: Sport 2000, Intersport, Decathlon, SportScheck, Foot Locker, JD Sports, and more.

Expert Analysis from a Specialist in Retail

This report, written by Irene Brockie, a leading research analyst in the Retail sector, delivers in-depth commentary and analysis to highlight current trends in sporting equipment retail Germany, and adds expert context to the numbers.

The sporting equipment retail Germany will continue to benefit from consumer interest in health, fitness and athleisure. However, rising inflation levels will impact discretionary spending on sports goods in Germany.

Irene Brockie
Irene Brockie
Retail Analyst

Table of Contents

  1. Kurzfassung

    • Zentrale Aspekte dieses Reports:
    • Marktkontext
    • Mintels Prognose
    • Chancen
    • Die Wettbewerbslandschaft
    • Graph 1: Geschätzter Marktanteil der führenden Fachhändler für Sportartikel am Gesamtumsatz von Sportfachhändlern, 2021
  2. Marktbestimmende Faktoren

    • Die deutsche Wirtschaft
    • Graph 2: Wirtschaftliche Eckdaten, real, 2019–2023
    • Onlinehandel
    • Gesundheit
    • Graph 3: Entwicklungen beim Body-Mass-Index (BMI), 1999–2017
    • Graph 4: Ausgeübte Sportarten in den letzten 12 Monaten, NET, 2021
    • Graph 5: Ausgeübte individuelle/Freizeitsportarten in den letzten 12 Monaten, NET, 2021
    • Graph 6: Bewegungsgewohnheiten, nach Art und Altersgruppe, 2021
    • Bevölkerungsdemografie
    • Graph 7: Entwicklung des Altenquotienten, 1991–2020
  3. MARKTAKTIVITÄT

    • Branchengröße
    • Graph 8: Einzelhandelsumsätze (Mrd. €, exkl. USt) von Fachhändlern für Sportartikel, 2017–2021
    • Marktgröße und -prognose
    • Verbraucherausgaben
    • Graph 9: Geschätzte Verbraucherausgaben für Sportbekleidung, Fahrräder und Sportausrüstung, 2016–2021
  4. Was Verbraucher wollen, und warum

    • Orte, an denen Verbraucher Sport getrieben haben
    • Graph 10: Orte, an denen Verbraucher in den letzten 12 Monaten Sport getrieben haben, 2022
    • Graph 11: Orte, an denen Verbraucher in den letzten 12 Monaten Sport getrieben haben, NET, 2022
    • Graph 12: Orte, an denen Verbraucher in den letzten 12 Monaten Sport getrieben haben, nach Generation, 2022
    • Gekaufte Sportartikel
    • Graph 13: Sportartikel, die in den vergangenen 12 Monaten gekauft wurden, 2022
    • Wege, über die Sportartikel gekauft wurden
    • Graph 14: Wege, über die in den letzten 12 Monaten Sportartikel gekauft wurden, 2022
    • Graph 15: Wege, über die in den letzten 12 Monaten Sportartikel gekauft wurden, nach Generation, 2022
    • Graph 16: Wege, über die in den letzten 12 Monaten Sportartikel gekauft wurden, 2022
    • Einzelhändler, bei denen eingekauft wurde
    • Graph 17: Einzelhändler, bei denen Sportbekleidung oder Sportschuhe gekauft wurden, 2022
    • Graph 18: Einzelhändler, bei denen Sportbekleidung oder Sportschuhe gekauft wurden, 2022
    • Graph 19: Einzelhändler, bei denen Sportbekleidung oder Sportschuhe gekauft wurden, 2022
    • Graph 20: Repertoire der Anzahl von Einzelhändlern, bei denen in den letzten 12 Monaten Sportbekleidung oder Sportschuhe gekauft wurden, 2022
    • Orte, an denen Verbraucher Sportbekleidung oder Sportschuhe getragen haben
    • Graph 21: Orte, an denen Verbraucher in den vergangenen 12 Monaten Sportbekleidung oder Sportschuhe getragen haben, 2022
    • Graph 22: Orte, an denen Verbraucher in den vergangenen 12 Monaten Sportbekleidung oder Sportschuhe getragen haben, nach Orten, an denen Verbraucher in den letzten 12 Monaten Sport getrieben haben, 2022
    • Graph 23: Repertoire der Orte, an denen Verbraucher in den vergangenen 12 Monaten Sportbekleidung getragen haben, 2022
    • Verbraucherverhalten in Bezug auf den Kauf von Sportartikeln
    • Graph 24: Verbraucherverhalten in Bezug auf den Kauf von Sportartikeln, 2022
    • Graph 25: Orte, an denen Verbraucher in den letzten 12 Monaten Sport getrieben haben, nach Sportartikelkäufern, die bei Sportartikelmarken eingekauft haben, die mit ihrem Lieblingssportler/-sportmannschaft in Verbindung stehen, 2022
    • Graph 26: Schlüsselfaktoren*, die das Verbraucherverhalten bei Wertschöpfung beeinflussen, 2022
    • Verbraucherinteresse an Innovationen bei Sportartikeln
    • Graph 27: Verbraucherinteresse an Innovationen im Bereich Sport und Sportbekleidung, 2022
  5. EINZELHANDELSAKTIVITÄT

    • Führende Einzelhändler
    • Marktanteile
    • Graph 28: Geschätzter Marktanteil der führenden Fachhändler für Sportartikel an den gesamten Einzelhandelsumsätzen von Fachhändlern für Sportartikel, 2021
    • Online
    • Innovationen im Einzelhandel
    • Werbung und Marketingaktivität
  6. Anhang

    • Anhang – Produktabdeckung, Abkürzungen, Verbraucherforschungsmethodik & Sprachgebrauch
    • Anhang – CHAID-Analyse Methodik
    • Anhang – Marktgröße und -prognose

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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