While the cost of living crisis continues to hit many consumers, loyalty schemes, ethical shopping, inclusivity and advanced technology present good prospects.
Steven Mayles, Retail Analyst
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- Key issues covered in this Report
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Executive Summary
- Opportunities for sports goods retailers
- Graph 1: those agreeing with statements about shopping for sports goods in the last 12 months, by country, 2023
- Graph 2: those agreeing with statements about shopping for sports goods in the last 12 months, by country, 2023
- Market dynamics and outlook
- Graph 3: sports goods specialist retailers sales (excl. VAT), 2018-25
- Graph 4: estimated sports goods market size including VAT, 2018-23
- Graph 5: key economic indicators, 2022-25
- What consumers want and why
- Graph 6: “Which of the following sports goods have you bought in the last 12 months? Please select all that apply.”, 2023
- Graph 7: “Which of the following sports goods have you bought in the last 12 months? Please select all that apply.”, 2022-23
- Graph 8: “Which of the following would you be interested in from a sports goods retailer? Please select all that apply.”, 2023
- Graph 9: interest in loyalty schemes/offerings (eg collect points or rewards), by generation and net monthly household income, 2023
- Graph 10: interest in sustainable sportswear/sports goods products (eg made from sustainable materials), by generation and net monthly household income, 2023
- Graph 11: interest in inclusive sizing (eg extended size ranges), by gender and generation, 2023
- Retailer activity
- Graph 12: leading sports goods specialists, sales, 2022
- Graph 13: leading sports goods specialists’ estimated shares of all sports goods retailers sales (excl. VAT), 2022
- Launch activity and innovation
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Market Dynamics
- Sports goods market size (consumer spending)
- Graph 14: estimated sports goods market size including VAT, 2018-23
- Graph 15: “Have you spent more, the same or less on leisure/entertainment in 2023 compared to 2022?”, 2023
- Specialists sports retailers’ sales and forecast
- Graph 16: sports goods specialist retailers’ sales (excl. VAT), 2018-25
- Channels to market
- Graph 17: “How have you purchased sports goods in the last 12 months? Please select all that apply.”, 2023
- Graph 18: “How have you purchased sports goods in the last 12 months? Please select all that apply.”, 2023
- Macro-economic factors
- Graph 19: key economic indicators, 2022-25
- Graph 20: consumer prices* of equipment for sport, clothing and footwear, annual % change, 2022-23
- Graph 21: trends in levels of consumer confidence*, 2023
- Graph 22: trends in current financial situation, 2023
- Graph 23: consumer sentiment about financial situation over the next year or so, 2023
- Graph 24: expected behaviour changes as a result of rising prices, 2023
- Graph 25: “If you had a bit of money left over once you’ve paid the bills and bought all of the things you really need, what would you spend it on? Please select all that apply.”,^ 2023
- Graph 26: out-of-home pastimes and activities*, 2023
- Graph 27: consumers who agree with the statement “I expect brands to take the lead on addressing environmental issues”, by age*, 2023
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What Consumers Want and Why
- What they buy
- Graph 28: “Which of the following sports goods have you bought in the last 12 months?” – NET, by gender, generation and net monthly household income, 2023
- Graph 29: “Which of the following sports goods have you bought in the last 12 months? Please select all that apply.”, 2022-23
- How they shop
- Graph 30: channels used to buy sports goods in the last 12 months, by generation, 2023
- Graph 31: methods used for online purchasing of sports goods, in the last 12 months, 2022-23
- Where they shop
- Graph 32: “Where have you purchased sportswear or sports footwear from in the last 12 months? Please select all that apply.”, 2022-23
- Interest in services and products relating to sports goods
- Graph 33: “Which of the following would you be interested in from a sports goods retailer? Please select all that apply.”, 2023
- Graph 34: interest in loyalty schemes/offerings (eg collect points or rewards) from sports goods retailers, by generation and net monthly household income, 2023
- Graph 35: interest in sustainable sportswear/sports goods products (eg made from sustainable materials), by generation and net monthly household income, 2023
- Graph 36: interest in in-store recycling schemes (eg returning old sportwear/goods) from sports goods retailers, by generation and net monthly household income, 2023
- Graph 37: interest in inclusive sizing (eg extended size ranges) from sports goods retailers, by gender and generation, 2023
- Graph 38: interest in in-store scanning technology (eg QR code or barcode to receive product information) at sports goods retailers, by generation, 2023
- Graph 39: interest in virtual/augmented reality in-store to try products (eg virtual running tracks, try on sportswear in an AR mirror) at sports goods retailers, by generation, 2023
- Graph 40: interest in in-store community hubs (eg workout spaces in-store, in-store events) at sports goods retailers, by generation, 2023
- Graph 41: interest in rental services for sports goods, by generation and net monthly household income, 2023
- Graph 42: interest in sports-related online community hubs (eg personalised forums for members), by generation, 2023
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Retailer Activity
- Key metrics and market share
- Graph 43: leading sports goods specialists, sales, 2022
- Graph 44: leading sports goods specialists, estimated shares of all sports goods retailers sales (excl. VAT), 2022
- Online
- Launch activity and innovation
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Appendix
- Supplementary data – market dynamics
- Report scope and definitions
- Methodology
- Sources
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