Footwear was one of the hardest-hit categories within apparel and footwear during the COVID-19 pandemic. The closure of footwear and sports goods stores coupled with consumers spending more time at home and less time socialising reduced the need for footwear.
Unsurprisingly, sports footwear performed best in 2020 as consumers tried to be healthier and exercise more during the COVID-19 pandemic. Sports footwear has performed better than the overall category throughout the review period, and the pandemic intensified this already strong trend.
The pandemic accelerated another trend, namely the continued shift away from specialist footwear stores towards e-commerce. Although footwear is considered more difficult to purchase online as consumers need to try shoes on for size, and many buy new footwear fairly infrequently, online shopping offers unparalleled convenience and eliminates the risk of exposure to COVID-19.
As with all apparel and footwear categories, footwear is expected to see strong growth in 2021 as the local economy recovers from the COVID-19 pandemic. As retail stores resume normal opening hours, consumers will return to face-to-face shopping for footwear, which will result in demand increasing.
Sports footwear, especially outwear and performance, will continue to perform well, driven by the strong health and wellness trend. International sportswear giants, such as Nike and adidas, have successfully managed to branch out from performance to sports- and outdoor-themed footwear, which has naturally boosted sales and will continue to do so over the forecast period.
As well as specialist retailers, low-and mid-cost fashion brands such as H&M and Bestseller will continue to struggle within footwear as the athleisure/sportswear trend intensifies. As the local economy recovers from the COVID-19 pandemic, Norwegian consumers will increasingly value comfort, functionality and durability, and fashion brands will find it difficult to compete on those terms and likely see a continued decline in value share as a result.
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Understand the latest market trends and future growth opportunities for the Footwear industry in Norway 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 Norway, 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.
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