Stay ahead of the curve and future-proof your business with Mintel’s Germany Sportswear Market Report 2023. Our full report is packed with consumer-led market intelligence, sportswear trends in Germany, and consumer behaviours affecting your industry. Get a 360° view of the sportswear market in Germany including sportswear market size in Germany, market share, and a growth forecast to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- A detailed Germany sportswear market outlook, including market drivers and expert insights.
- The lasting effects of the pandemic on sportswear companies in Germany.
- The development of sports participation and its effect on sportswear purchases.
- Types of sportswear bought, activities they were bought for, and the growing importance of sportswear in everyday fashion.
- Leading retailers and competitive strategies for sportswear Germany.
- Interest in innovations in sportswear, e.g. use of technology and sustainability.
- How your business can tap into opportunities to increase your sportswear market share in Germany.
An Overview of the Sportswear Market in Germany
The sportswear market in Germany has demonstrated resilience in spite of escalating prices. Consumers continue to spend on active wear as the trend towards healthy lifestyles garners continued interest.
At the upper end of the market, well-known brands can capitalise on branded sportswear while the mass market will continue to grow following the outdoor boom that started at the end of the pandemic. In 2023, sportswear Germany will continue to grow, albeit at a slower rate.
Sportswear Germany: What Consumers Want and Why
- The Effect of Inflation on Sportswear Companies in Germany: The cost of living crisis will lead some to switch to cheaper sportswear or to postpone their purchases. About half of 16 to 34-year-olds have already switched to cheaper brands even though two thirds of that group prefer well-known sports labels. However, sport is an important factor for a healthy life and mind – this will protect the sector from too much down trading as consumers put more emphasis on a holistic lifestyle.
- Sportswear Trends in Germany: The lines between fashion and sportswear continue to blur with 24% of Germans buying sportswear in the past year, not for exercising, but to wear in daily life.
- Sportswear Germany & Sustainability: Introducing new and sustainable fabrics and technologies by updating sportswear basics with materials that are recycled or made from plants will resonate with consumers. Brands can further invest in innovations that increase sustainability as a step towards a circular industry, including fully recyclable and innovative fabrics, or by offering repairs.
Germany Sportswear Market Forecast
- New technology will lead to smart sportswear with wellness benefits like cooling properties, and the further extension of sport into virtual worlds.
To learn how to connect with your audience, purchase our Germany Sportswear Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Products and Brands Discussed in this Report
Brands: Zara, Circ, Adidas, Gucci, Sport Conrad, Arc’teryx, Patagonia, Nike, Alo, The North Face, Supreme, Balenciaga, Overkill, Seawool, Lululemon, YouTube, Superfeet, Houdini, Salewa, Wearable X, Oxalife, Sensoria, Wanna, Intersport, Vaude Academy, Witeblaze, Decathlon, Yeezy, Sport 2000, Sport Scheck, Footlocker, Globetrotter, Jack Wolfskin, LVMH, Le Col, H&M, and many more.
Products: Men’s sports- and swimwear, women’s sports- and swimwear, boys’/girls’ sportswear, sport shoes (sneakers), track pants/leggings/running tights, sweatshirts/hoodies/fleece, outdoor jackets, shorts, sports tops/t-shirts/longsleeves, sports accessories, sports team replica shirts, and more.
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Expert Insights on the Sportswear Market in Germany
This report, written by Silke Lambers, Senior Research Analyst, delivers in-depth commentary and analysis to highlight sportswear trends in Germany and add expert context to the numbers.
Sportswear has become an increasingly important segment in the fashion sector, due in part to the rising use of sportswear in everyday life.
Silke Lambers
Senior Research Analyst – Fashion, Germany
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Executive summary
- Key issues covered in this Report
- Market context
- Graph 1: sales of clothing and sportswear at specialist retailers, 2018-23
- Graph 2: turnover from retail sales of sporting goods, 2014-22
- Graph 3: price index, selected sports clothes, 2020-22
- Mintel predicts
- Graph 4: active participants in selected sports, 2017-20
- Graph 5: activities for which sportswear items have been bought in the past 12 months – NET, 2023
- Opportunities
- Graph 6: esport watchers who bought a certain brand’s product because of the partnership between a professional video game player/team and a brand, by gender, 2022
- Graph 7: interest in smart sportswear that tracks training results, by gender and age, 2023
- Graph 8: activities sportswear was bought for, by age, 2023
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market drivers
- The German economy
- Graph 9: key economic data, in real terms, 2019-24
- Inflation in sportswear
- Graph 10: price index selected sports clothes, 2020-22
- Sports participation
- Graph 11: active participants in selected sports, 2017-20
- Health and wellbeing
- Athleisure trend
- Graph 12: activities sportswear was bought for, by age, 2023
- Sustainability
- Ageing society
- Graph 13: general and regular sporting activity in total and by by socio-demographic characteristics, 2022
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MARKET ACTIVITY
- Market size
- Graph 14: sales of clothing and sportswear at specialist retailers, 2018-23
- Graph 15: turnover from retail sales of sporting goods, 2014-22
- Consumer spending
- Graph 16: exercise frequency in the last 12 months – NET, by household net-income, 2022
- Graph 17: consumer price index, selected values, 2020-22
- Channels of distribution
- Graph 18: ways sportswear was purchased in the past 12 months, 2023
- Graph 19: channels that sportswear was bought through – NET , 2023
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What consumers want and why
- Sportswear items purchased
- Graph 20: sportswear items bought, by net household income, 2023
- Graph 21: repertoire of sportswear items bought in the past 12 months, 2023
- Graph 22: sportswear items bought in the past 12 months, by gender, 2023
- Activities that sportswear is bought for
- Graph 23: activities for which sportswear items were bought in the past 12 months, 2023
- Graph 24: activities for which sportswear items have been bought in the past 12 months – NET, 2023
- Graph 25: repertoire of number of sportswear activities items bought for, by generation, 2023
- Retailers used
- Graph 26: repertoire analysis of number of sportswear retailers bought from, 2023
- Graph 27: places that sportswear has been bought in the past 12 months, by household net income, 2023
- Attitudes towards sportswear
- Graph 28: behaviours towards sportswear, 2023
- Graph 29: attitudes towards “When shopping for sportswear functionality is more important to me than style”, by gender, 2023
- Graph 30: consumers who have switched to cheaper sportswear brands/retailers in the past 12 months, by net household income, 2023
- Interest in innovations
- Graph 31: interest in smart sportswear that tracks training results, 2023
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RETAILER ACTIVITY
- Leading retailers
- Advertising and marketing activity
- Graph 32: esport watchers who bought a certain brand’s product because of the partnership between a professional video game player/team and a brand, by gender, 2022
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Appendix
- Appendix – products covered, abbreviations and consumer research methodology and language usage
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