Despite the pandemic, sportswear was one of the stronger performers within overall apparel and footwear at the end of the review period, as consumers looked to comfortable options whilst they were confined to their homes. Furthermore, consumers are also more aware of fitness and how it fits in with their overall health.
The pandemic reduced demand for sportswear as restrictions on movement outside of the home made it difficult to work out, with gyms closed for several months in 2020, while citizens were not permitted to exercise outside with other people, reducing the motivation to exercise regularly. Furthermore, a number of restrictions were still in place in 2021; whilst gyms and swimming pools for instance, were permitted to open from late February 2021, they were only accessible by citizens who could prove that they had been vaccinated or recovered from COVID-19.
In response to the increasing popularity of e-commerce, some sportwear retailers decided to change the way it operates. For example, Reebok (Life Sport Ltd) officials reported an unusual increase in the brand's sales online during the pandemic through external sites, and therefore decided to close all brick-and-mortar stores at the end of 2020 and sell directly to consumers through a dedicated e-commerce site.
E-commerce is likely to continue to gain value share during the forecast period following on from its notable performance during the pandemic, when it offered greater convenience due to its home delivery option. Indeed, consumers who started buying sportswear online continued to do so in 2021 although not at the same rate as during 2020 as most retailers reopened during the year.
Leisure and personal goods specialist retailers continued opening new and larger stores all over the country in 2021. This is part of a trend where physical stores provide consumers with an enhanced and unique shopping experience to compete with the convenience of e-commerce.
Consumers who spent many months being sedentary due to home seclusion were keen to return to exercising during 2021, outdoors or indoors, in order to lose any gained weight. Therefore, health and wellness trends are likely to regain their relevance and support retail value sales growth (at constant 2021 prices) of sportswear in general, and specifically performance apparel and footwear during the forecast period.
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Understand the latest market trends and future growth opportunities for the Sportswear industry in Israel 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 Israel, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 Definitions
This report originates from Passport, our Sportswear research and analysis database.
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