Throughout 2020, COVID-19 drove consumers away from physical retailing—dominated by regional, smaller or medium-sized footwear chains—to online channels, which are dominated by a few large retailers such as Zalando. Before the onset of the pandemic, most sales of footwear were from smaller companies lacking significant online presence, and in 2020 many Swedes delayed purchasing new footwear.
adidas Sverige maintained its lead in footwear in 2020 (albeit with a reduction in share) as the trend for trainers and sports-inspired footwear remains immensely popular in Sweden. The player also benefited from sales of its sports-inspired sneakers.
Several factors helped mitigate the decline in footwear in 2020. First, outdoor sports, running and trekking trends helped generate demand for robust footwear for specific types of activities and a more active lifestyle in general.
Active, outdoor lifestyle trends are expected to remain strong during the forecast period, which will help drive demand for new types of footwear and provide a base for new product development and brand identities. New players will take the place of those companies that failed reconstruction after bankruptcies in 2020.
Despite the influence of developing consumer trends, growth in footwear will remain dependent on macroeconomic factors such as population size, inflation and the Swedish climate, with significant seasonal variations in temperature, humidity and precipitation necessitating regular purchases of various types of footwear. As a consequence, recovery in both value and volume terms is expected to be relatively swift, although volume sales will falter somewhat after a spike in 2021.
The COVID-19 pandemic accelerated a pre-existing shift away from face-to-face shopping towards online retail, allowing online players to capture a larger share in 2020 than they would otherwise have been expected to do for several years. Many consumers have become used to ordering a wide assortment of footwear online and then returning products that do not fit.
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Understand the latest market trends and future growth opportunities for the Footwear industry in Sweden 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 Sweden, 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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