Continuing a theme felt throughout most of the market in Australia, footwear experienced significant declines in 2020 across the category due to the home seclusion trend. Remote working and learning during lockdown restrictions reduced demand for more formal footwear amongst adults and children alike, while sports footwear suffered due to limited opportunities for outdoor activities, although the ongoing athleisure trend softened the declines in the areas of sports-inspired footwear such as “sneakers” as consumers searched for greater comfort and practicality.
Sales of footwear were also impacted by the closure of non-essential stores during the lockdown, with many consumers preferring to physically try on footwear before making a purchase. This resulted in significant share declines for apparel and footwear specialist retailers and sports goods stores, although e-commerce benefited with a greater shift towards online sales from both consumers and brands, with the latter attempting to counter lost revenue during the pandemic.
Sports footwear brands such as Nike, Asics (recording positive value growth) and adidas continued to lead the category in 2020, followed by sports-inspired footwear brand Converse. Despite declining sales for the majority of footwear brands in line with the category’s performance, these brands retain a strong appeal to younger demographics as they address the athleisure trend that transcends sporting activity, although the wearing of trainers is popular amongst Australian men, women and children.
Footwear is predicted to experience a notable upturn in demand in 2021 before volume growth rates begin to soften over the course of the forecast period. However, the performance will be enough to enable the category to recover to pre-pandemic levels in both volume and value terms (at constant 2020 prices) by 2025.
With e-commerce driving sales of footwear for many brands in 2020, footwear retailer Peter Sheppard focused on providing its customers with a seamless online shopping experience with non-essential stores unable to open during the lockdown. The retailer realised how difficult it was for older consumers to shop during this time using this platform and rolled out a step-by-step guide showing them how to place online orders with a helpful video on its website.
As noted in apparel categories, Australian consumers are becoming increasingly sensitive to environmental and ethical issues, with sustainability gaining further traction in footwear during the pandemic. Hush Puppies for example, launched what it referred to as its most sustainable footwear after it tested a range of different materials including rubber and an algae mix.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Footwear industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Footwear industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Footwear research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page