Europe Sporting Goods Market 2017–2027
Sporting goods are also referred to as sporting equipment which includes nets, balls, and protective gear like helmets. They can be classified into those requirements which are used as protective gear or those which are used to play sports. They are gaining traction because of the evolving sports industry which is raising demand for sports preventing equipment in order to prevent injuries. Sporting’s equipment can be found in departmental stores. Football, tennis, racket sports, and bike sports are some of the major sports instruments that can be used to play sports.
The Europe sporting goods market is projected to surpass US$ 220 billion by the end of 2027, in terms of revenue, growing at CAGR of 6.5% during the forecast period (2019 to 2027).
The growing prevalence of obesity in Europe fueling the demand for fitness-related sports equipment is expected to foster the market growth of sporting goods. The latest data (2015–2017) from the WHO Childhood Obesity Surveillance Initiative (COSI) show that southern European countries have the highest rate of child obesity. In Cyprus, Greece, Italy, Malta, San Marino, and Spain, approximately 1 in 5 boys (ranging from 18% to 21%) are obese. Therefore, the rising obesity rate in the region is propelling demand for fitness-related goods, which in turn propelling the market growth of sporting goods.
The growing focus of government countries in Europe to promote various sporting activities in the region in order to encourage people to participate in sports activities and improve the quality of life is projected to propel the growth of the sports goods industry. According to the Coherent Market Insights, European Committee on Culture and Education states that sport is an integral part of an individual’s life and helps in the integration of people across cultures, ethnicities, and borders.
Among countries, Rest of the Europe dominated the Europe sporting goods market in 2018, reporting 60% market share in terms of revenue, followed by Germany and France, respectively..
Figure 1. Europe Sporting Goods Market, Revenue Share (%), By Country, 2018
The growing trend of consolidation in the Europe market due to the presence of a large number of players in the market-leading to little space for new entrants, due to a strong entry barrier is expected to hinder the market growth of Europe sporting goods. Moreover, difficulty in the entry of foreign players across few European countries such as Germany and France, the region is expected to experience a downward shift in terms of revenue generation over the forecast timeframe which is expected to restrict the market growth.
Unpredictable and harsh weather conditions due to global warming and other environmental condition in the region is a key factor expected to play a significant role in hindering the growth of the Europe sporting goods market. Moreover, the availability of counterfeit products coupled with the high cost of some sports goods is further anticipated to restrict the growth of Europe sporting goods over the forecast timeframe.
The rising collaboration of fashion and sports is projected to offer potential growth opportunities over the forecast timeframe. According to the Coherent Market Insights analysis, at present major sports brands such as Nike and Adidas are focusing on developing fashionable sportswear to increase their consumer base, as demand for fashionable workout wear is increasing amongst health-conscious consumers in countries across the region. Therefore, increasing the collaboration between sports and fashion is propelling the growth of Europe sporting goods.
The growing textile industry in Europe is expected to foster the market growth of Europe sporting goods over the forecast timeframe. According to the Euractiv, the value of UK textiles is worth almost US$ 9.8 billion to the economy and France ranks 3rd in the EU total textile turnover. Moreover, Spain is the 2nd largest exporter of clothes in Europe. Therefore, the growing textile industry in Europe is projected to foster market growth over the forecast period.
Figure 2. Europe Sporting Goods Market – Opportunity Analysis
Growing partnerships among various sports associations across Europe with sporting goods manufacturers in Europe in order to fuel sales of various sporting goods such as apparel and shoes are expected to foster the market growth of Europe sporting goods market over the forecast period. For instance, in early October 2016, Nike, Inc. announced plans to partner with Chelsea Football Club in order to supply basic kits and apparel. Therefore, growing such partnerships is gaining traction in the market which is expected to fuel the market growth.
Increasing focus of manufacturers to expand their distribution channel for sporting goods is gaining traction in the market and this is expected to propel the growth of Europe sporting goods market. For instance, in February 2020, Nike, Inc. announced that it is transitioning its Nike Brand business in Brazil, Argentina, Chile and Uruguay to strategic distributor partnerships, enabling a more profitable, capital-efficient and value-accretive business model.
Figure 3. Europe Sporting Goods Market, Revenue Share (%), By Country, 2018
On the basis of product type, in 2018, football accounted the largest market share of 26% in terms of revenue, followed by team sports and tennis, respectively.
Figure 4. Europe Sporting Goods Market – Value Chain Analysis
Key players active in the Europe sporting goods market are Adidas AG, Nike, Inc., Under Armour, Inc., PUMA SE, Amer Sports, Odlo, Hammer Sports, Polar Electro, KETTLER, and WaterRower
Few Recent Developments
- In June 2016, Adidas AG extended its long-term partnership with the German Football Association (DFB) as its official supplier of sports-related accessories until 2022. The company is expected to set up a manufacturing plant in Germany for producing DFB jerseys.
- In May 2016, Adidas announced the expansion of its facility in Germany where it manufactures products with SPEEDFACTORY technology. The facility is expected to begin large-scale production of shoes by 2017.
- In August 2015, Adidas AG acquired Runtastic GmbH at an enterprise value of US$ 241.1 Million. This acquisition has provided an opportunity for the company to expand its product offerings in the region.