Sportswear was more resilient in the face of the pandemic than many other apparel and footwear categories in Germany. Not only did the category record low single-digit declines in 2020, but it also recorded a more positive performance in 2021, bringing value sales levels close to pre-pandemic levels, despite the category facing disruptions for a considerable proportion of the year.
Athleisure remains one of the biggest trends in German apparel and footwear. The comfort and sought-after styles portrayed by major sportswear brands such as adidas and Nike, are increasingly worn as part of Germans’ daily lives.
After losing share in 2020, adidas regained some ground and recorded double-digit current value growth in 2021 to retain its overall leadership of sportswear. The historic German brand has a strong presence across the country in all major distribution channels and remains highly appreciated by younger consumers.
Health and wellbeing is expected to continue to be a major macro-trend in Germany for the following years. Thus, it is unsurprising that participating in sports will increasingly appeal to local consumers, supporting further demand for appropriate apparel and footwear designed specifically for certain activities.
As expenditure on sportswear is predicted to increase in Germany over the forecast period, the average unit price is also expected to rise. Since volume demand is expected to grow at slower rates, the change in unit price will effectively drive greater value growth.
Sportswear is marked by a high penetration of e-commerce in Germany. Despite the substantially higher value share when compared to apparel and footwear as a whole, sales generated online are predicted to continue to steadily grow despite some loss of share to non-grocery specialists in 2021.
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Understand the latest market trends and future growth opportunities for the Sportswear industry in Germany 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.
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Sportswear
Sportswear is an aggregation of performance, outdoor and sports-inspired clothing and footwear. Sportswear includes products designed for all ages including sportswear for children. Sportswear includes items across all clothing and footwear categories: shorts and trousers, dresses and skirts, tops, jumpers, jackets & coats, track suits/athletic sets, underwear, swimwear, hosiery, accessories including headwear, gloves, scarves. Please note sportwear is duplicated category and sports clothing and footwear products are also included across all relevant clothing and footwear categories.
See All of Our DefinitionsThis report originates from Passport, our Sportswear research and analysis database.
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