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Footwear in Western Europe

July 2018

Footwear in Western Europe is gradually picking up in 2017 after suffering through two economic downturns. Moreover, rapidly developing e-commerce demands quicker services and an omnichannel approach and growing social and environmental awareness is influencing the market. With strong health consciousness, athleisure is driving sales of sports footwear, delivering solid value growth. Sports footwear is anticipated to continue its strong development, thus supporting footwear category value growth

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Footwear in Western Europe has struggled following two major economic downturns

Western Europe has been marked by two major economic downturns in the early 21st century defining footwear for most countries. Footwear has been on a decline for over 10 years, only returning to positive development in 2015, and growing marginally.

Concentration in otherwise fragmented industry

In 2017 the leading five footwear players in Western Europe were responsible for 25% of the region’s sales, up eight percentage points from 2012. Sportswear giants Nike and adidas accounted for 18% of the gains, benefiting from strong brand awareness and continued improvement of functional and comfortable sports footwear.

Sports footwear retains growth

With a 3% CAGR over 2012-2017, sports footwear has demonstrated the most distinct development. Rapidly growing athleisure not only popularised sports footwear, but made sneakers fashionable. In 2017 sneakers were not only comfortable but also a fashion statement in much of Western Europe.

Digital key to reach out to consumers

Footwear has experienced rapid digitalisation, with internet retailing accounting for 16% of total value sales in 2017. Similar to e-commerce, the evolution of social media is also shaking up the market. Many footwear brands have increased their social media activity and use social platforms to their advantage.

An optimistic outlook for footwear

Footwear in Western Europe is anticipated to post a CAGR of 1% over 2017-2022 with mainly positive unit price and volume growth. Sports footwear will remain the biggest contributor to footwear growth forecast, recording a CAGR of near 4% over the same period.


Key findings

Regional Overview

Western Europe in global context
Back to positive value development
Women’s footwear lays path to recovery
A reassuring country specific picture
Footwear has shown signs of recovery…
…with sports footwear leading the way
Footwear specialists’ knowledge and experience…
…together with online presence is key to success

Leading Companies and Brands

Footwear remains a fragmented industry...
…however leading companies perform the best…
…with varied geographic reach
Static footwear market

Forecast Projections

Increasingly positive outlook
Sports footwear will continue to drive growth

Country Snapshots

Germany: market context
Germany: competitive and retail landscape
UK: market context
UK: competitive and retail landscape
France: market context
France: competitive and retail landscape
Italy: market context
Italy: competitive and retail landscape
Spain: market context
Spain: competitive and retail landscape
Turkey: market context
Turkey: competitive and retail landscape
Netherlands: market context
Netherlands: competitive and retail landscape
Sweden: market context
Sweden: competitive and retail landscape
Austria: market context
Austria: competitive and retail landscape
Portugal: market context
Portugal: competitive and retail landscape
Denmark: market context
Denmark: competitive and retail landscape
Greece: market context
Greece: competitive and retail landscape
Norway: market context
Norway: competitive and retail landscape

Appendix: Competitor Analytics

Competitor Analytics tool
Market Overlap
Overlap Matrices


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