All categories of sportswear posted double-digit retail current value sales growth in 2021, albeit following double-digit declines in 2020 due to the exigencies of the Coronavirus (COVID-19) pandemic. The category rebounded after contracting for the first time during the review period in 2020.
Sports-inspired footwear registered the highest retail current value sales growth in 2021, while sports-inspired apparel also rebounded strongly. Importantly, the easing of the pandemic and related restrictions from May encouraged consumers to go out more, and many demanded comfortable footwear and apparel for general use and sports and exercise.
Nike and adidas continued to lead sportswear in Italy. In 2021, adidas recorded the highest retail current value sales growth, albeit following a steeper decline than its closest rivals in 2020.
Sportswear is expected to continue to see positive, if moderate, retail value (constant 2021 prices) growth in 2022, although sales development is set to stabilise with slight decreases in the second half of the forecast period. As a result, sportswear, overall, is unlikely to return to the 2019 retail value (constant 2021 prices) sales level before the end of the forecast period.
More and more consumers are expected to join the exercise trend as they increasingly associate health and wellness with fitness. Sportswear will continue to profit most from the rising number of Italian consumers, young and older, participating in sports and other forms of outdoor exercise.
The COVID-19 experience is stimulating growing interest in shaped sportswear in Italy. Within sportswear, shapewear became increasingly popular with women as they emerged out of lockdown and continued in 2021.
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Understand the latest market trends and future growth opportunities for the Sportswear industry in Italy 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 Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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.
This report originates from Passport, our Sportswear research and analysis database.
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