As in all other apparel categories, sales of sportswear were negatively impacted by the closure of non-essential retail stores in early 2020 to limit the spread of COVID-19. The suspension of most sporting activities and the closure of gyms also pulled sales down.
Some of the leading brands in sportswear in Denmark, including Nike, Hummel and H&M Sportswear, performed better than other brands in 2020 and, despite recording a fall in sales, still managed to increase their value shares. Wide distribution and a strong presence across e-commerce stores and platforms helped support the leading players in 2020 compared to smaller brands.
As in other categories, e-commerce recorded stronger growth in 2020 as many sportswear retail stores closed for a period and consumers sought to minimise their risk of exposure to COVID-19 by shopping more from home. The larger players tend to have a stronger online presence, helping to facilitate repeat online purchases once consumers are familiar with the brand and size they need.
Sportswear is expected to recover well from the sharp fall in sales caused by the COVID-19 pandemic in 2020, with both sports apparel and sports footwear recording solid retail value growth at constant 2020 prices in 2021. The category as a whole is expected to return to pre-pandemic levels of sales during 2022.
Sportswear is well positioned to benefit from some of the lifestyle changes that emerged during the pandemic in 2020, notably an increased focus on health and wellness as more consumers prioritise optimal fitness and immunity. The pandemic also brought into focus the emotional and psychological benefits of exercising during times of uncertainty and stress due to lifestyle changes.
After the COVID-19 pandemic accelerated the shift towards online shopping across both sportswear and the wider apparel industry, the focus on e-commerce is set to become even stronger over the forecast period as more players realise the importance of a strong online presence. Large sportswear retailers such as Sportmaster, Intersport and Sport24, as well as pure-play online sellers like Zalando, will continue to dominate the online landscape.
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Understand the latest market trends and future growth opportunities for the Sportswear industry in Denmark 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 Sportswear industry in Denmark, 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 Sportswear research and analysis database.
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