PMR Report: Sports goods market to return to growth
Wpis dostępny jest także w języku: polski
The coronavirus pandemic, and especially the lockdown and other restrictions introduced in response to it, resulted in negative retail growth in sports goods in 2020. In 2021, the market is set for a rebound, with the growth rate set to hit an all-time high of nearly 10%, according to the latest report by research company PMR.
The decline in the value of sports goods sales in 2020 was relatively low compared to other retail segments analysed by PMR. This was due to, among others, the popularisation of amateur sporting activities during the lockdown period and the closure of sports facilities, the deformalisation of fashion (tracksuits, sneakers), as well as the growing popularity of nature trips and camping tourism as a form of leisure.
Internet as the largest channel
The coronavirus pandemic caused record increases in online sales and the sporting goods market was no exception. Internet sales in the segment under review grew by nearly 50%. As a result, the internet (sales through e-commerce stores and shopping platforms) has become the largest channel in the sporting goods market, with a market share of nearly 36% in 2020.
In 2021, the dynamics of the e-commerce channel, due to the high base, will slow down. According to PMR forecasts, however, the online channel will once again record the highest growth rate of all channels in the sports goods market. Both sales in online stores (due to the development of the offer by the largest players) and on platforms (the development of the offer by Allegro and Amazon, but also Empik Marketplace, Decathlon and Intersport) will grow dynamically.
Fashion for tracksuits and sneakers
The loosening of the dress code trends observed for years, motivating retailers to expand their offerings of casual wear and, and in the case of casual or sports footwear (sneakerization), has accelerated in 2020.
Remote working and widespread home-centricity have dramatically changed our consumer habits, not only in terms of the channel we chose to make these purchases, but also the product offerings we selected. Consumers were more likely to reach for comfortable clothing, including tracksuits, and paid more attention to their choice of “home” clothing.
More than half (52%) of the respondents of PMR’s August 2021 survey, i.e. those who buy clothing or footwear, say that they pay more attention to the comfort of the products they buy than before the pandemic. This is more frequently the case among women (56% vs. 46% among men) and residents of the biggest cities (61%).
More information in the PMR report “Sports goods retail market in Poland 2021. Market analysis and development forecasts for 2021-2026″.