2022
0
Italy Sports Goods Retailing Market Report 2022
2022-06-22T04:03:16+01:00
OX1101797
1095
152313
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Report
en_GB
“Having survived the significant impact of the COVID-19 pandemic, sports goods retailers saw their sales recover lost ground in 2021 on the back of fewer restrictions on store openings and…

Italy Sports Goods Retailing Market Report 2022

£ 1,095 (Excl.Tax)

Report Summary

“Having survived the significant impact of the COVID-19 pandemic, sports goods retailers saw their sales recover lost ground in 2021 on the back of fewer restrictions on store openings and the investments they had made in their online operations during the outbreak. The new challenges caused by the growing cost of living crisis will require retailers to innovate in the payment space, offer more alternatives to outright ownership of products and introduce new products incorporating wearable technology that offer higher margins in order to grow sales and profits.”
– Michael Oliver, Senior Retail Analysts, May 2022

This Report looks at the following areas:

  • The impact of COVID-19 on the sports goods retailing sector and how it is recovering from this
  • The impact of rising living costs on Italian consumers and how this is affecting the sports goods retailing sector
  • The winners and losers in the sports goods retailing sector as we emerge into the post-COVID recovery phase
  • How people shop for sports goods and which retailers they use
  • Interest in sports goods innovations among sports goods buyers
  • The development of the online channel within the sports goods category and the boost given to it by the COVID-19 outbreak

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Market context
          • Areas covered in this Report
            • Products covered in this Report
              • Consumer spending – Mintel’s sports goods market size
              • Executive Summary

                  • The five-year outlook for sports goods retailing
                    • Figure 63: Italy: Sports goods retailing outlook, 2022-27
                  • The market
                    • Market size and forecast
                      • Figure 64: Italy: consumer spending on sports goods (incl VAT), 2017-21
                    • Retail sector size and forecast
                      • Figure 65: Italy: sports goods specialist retailers’ sales (excluding VAT), 2017-23
                    • Market drivers
                      • The consumer
                        • Sports goods purchased
                          • Figure 66: Italy: sports goods purchased in the last 12 months, 2022
                        • Channels used to purchase sports goods
                          • Figure 67: Italy: channels used to purchase sports goods in the last 12 months, 2022
                        • Where sports goods are purchased
                          • Figure 68: Italy: where sportswear or sports footwear purchased in last 12 months, 2022
                        • Interest in sports goods innovations
                            • Figure 69: Italy: interest in sportswear or sports footwear innovations, 2022
                          • Companies and brands
                            • Decathlon consolidates market leadership with online expansion and continuous innovation
                              • Figure 70: Italy: leading sports goods specialists, shares of all sports goods retailers’ sales, 2021
                          • Issues & Insights

                            • How can sports goods retailers stay relevant for their customers during the cost of living crisis?
                              • Disposable incomes are being squeezed
                                • Honesty and transparency is the best policy
                                  • Making it easier to pay for goods
                                    • Flash deals can create a sense of urgency
                                      • The cost of living crisis does not affect all Italians the same way
                                        • How can sports goods retailers add value to their offer?
                                          • Expectations for customisation and personalisation are increasing
                                            • Decathlon points the way forward when it comes to sustainability
                                              • Accurate online sizing could unlock much stronger online sales
                                                • Rapid delivery services offer the chance to further segment fulfilment propositions
                                                  • Pop-ups can test water or meet seasonal/temporary demand
                                                    • A new type of relationship with customers
                                                      • There is scope for more and deeper third party partnerships
                                                      • Market Size and Performance

                                                          • Figure 71: Italy: consumer spending on sports goods (incl. VAT), 2017-21
                                                        • Retail sector size and performance
                                                          • Figure 72: Italy: sports goods specialist retailers’ sales (excl VAT), 2017-23
                                                        • Channels to market
                                                        • Market Drivers

                                                          • The economy
                                                            • Inflation
                                                              • Figure 73: Italy: consumer price inflation*, annual % change, 2017-21
                                                              • Figure 74: Italy: consumer price inflation* for sports equipment annual % change, 2020-22
                                                              • Figure 75: Italy: issues affecting consumers over the last two months, 2021 and 2022
                                                            • The conflict in Ukraine will hurt the Italian economy
                                                              • Consumer confidence falters after recovery
                                                                • Figure 76: Italy: trends in levels of consumer confidence*, 2020-22
                                                              • The continuing influence of COVID
                                                                • Figure 77: Italy: changes in spending habits since the start of the outbreak, 2021-22
                                                              • Technology ownership and usage
                                                                • Figure 78: Italy: activities done on household computers and smartphones in last three months*, 2021
                                                              • Sports participation
                                                                • Figure 79: Italy: trends in sports participation, 2017-21
                                                                • Figure 80: Italy: sports participation among men, by age group, 2021
                                                                • Figure 81: Italy: sports participation among women, by age group, 2021
                                                                • Figure 82: Italy: sports participation, by broad region, 2021
                                                                • Figure 83: Italy: participation in outdoor activities and visiting gym/leisure centre in last 12 months, 2022
                                                            • The Consumer

                                                              • Sports goods purchased
                                                                • Figure 84: Italy: sports goods purchased in the last 12 months, 2022
                                                              • Shopper demographics
                                                                • Channels used to purchase sports goods
                                                                    • Figure 85: Italy: channels used to purchase sports goods in the last 12 months, 2022
                                                                  • Channel demographics
                                                                      • Figure 86: Italy: sports goods purchased in the last 12 months, by channels used to purchase sports goods in the last 12 months, 2022
                                                                    • Where sports goods are purchased
                                                                        • Figure 87: Italy: where sportswear or sports footwear purchased in last 12 months, 2022
                                                                      • Retailer demographics
                                                                        • Amazon leads online channel but Decathlon is competing well
                                                                            • Figure 88: Italy: where sportswear or sports footwear purchased in last 12 months, by channels used to purchase sports goods in the last 12 months, 2022
                                                                          • Retailer appeal by products bought tends to match demographic strengths
                                                                            • Figure 89: Italy: where sportswear or sports footwear purchased in last 12 months, by sports goods purchased in the last 12 months, 2022
                                                                          • Shift to D2C on part of Adidas and Nike may pull some customers away from Decathlon?
                                                                            • Figure 90: Italy: where sportswear or sports footwear purchased in last 12 months, by where sportswear or sports footwear purchased in last 12 months, 2022
                                                                          • Interest in innovations in sports goods retailing
                                                                            • Italians interested in sustainable sportswear…
                                                                              • …as well as alternatives to outright ownership
                                                                                • Technology to enable customisation and personalisation also appeals
                                                                                  • A growing opportunity for sportswear incorporating wearable technology
                                                                                    • Virtual reality offers opportunity for try-outs without using too much space
                                                                                      • Figure 91: Italy: interest in sportswear or sports footwear innovations, 2022
                                                                                    • Existing sports equipment buyers are keen on renting equipment
                                                                                      • Figure 92: Italy: interest in sportswear or sports footwear innovations, by sports goods purchased in the last 12 months, 2022
                                                                                    • Amazon and other online shoppers most interest in sizing technology
                                                                                      • Figure 93: Italy: interest in sportswear or sports footwear innovations, by where sportswear or sports footwear purchased in last 12 months, 2022
                                                                                  • Companies and Brands

                                                                                    • Decathlon
                                                                                      • Intersport
                                                                                        • Sport Alliance
                                                                                          • Other players
                                                                                            • D2C players
                                                                                              • Figure 94: Italy: leading sports goods specialists, sales, 2019-21
                                                                                              • Figure 95: Italy: leading sports goods specialists, outlets, 2019-21
                                                                                          • Market Shares

                                                                                              • Figure 96: Italy: leading sports goods specialists, shares of all sports goods retailers sales, 2019-21
                                                                                          • Online

                                                                                            • Online activity
                                                                                              • Online sales of sports goods
                                                                                                • Leading online players
                                                                                                  • Figure 97: Italy: trends in Google searches for Decathlon and Cisalfa in last 12 months, 2022
                                                                                              • Appendix – Data Sources, Consumer Research Methodology and Abbreviations

                                                                                                • Abbreviations
                                                                                                  • Consumer research methodology
                                                                                                    • Data sources
                                                                                                      • INSTITUTO CENTRALE DI STATISTICA (ISTAT) – Rome
                                                                                                        • EUROSTAT – Luxembourg

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