Value sales of sportswear in Nigeria in 2020 are set to be heavily impacted by the pandemic. In part, this is a result of lockdown, restrictions on movement and limited access to formal retail channels, but the effect of these issues has been limited to the first half of the year.
Sales of performance apparel in Nigeria have been hit by a reduction in sporting activities and the closure of gyms. Although many Nigeria consumers buy these products for casual wear rather than exercise, Nigeria’s growing urban population and middle classes are exercising more, well aware of the need to do so given the rise of sedentary jobs.
Consumers trading down in sportswear as a result of the economic impact of the virus is driving fragmentation of the competitive environment. Sportswear has historically been dominated by global brand names such as adidas, Puma, and Nike, but these products are now beyond the means of many consumers.
Sportswear is anticipated to see a rapid return to growth in 2021, and over the forecast period is set to deliver high double-digit value growth in current value terms. Economic recovery is key to this, although spending may be hampered by consumers returning to the workplace and having to buy more formal, work-appropriate clothes.
Nigeria’s evolving consumer base is perfectly aligned to develop sales of sportswear over the forecast period. Sales will be boosted by the large and fast-growing young population, with more than 50% of the country’s population being below the age of 30.
Sports footwear is forecast to be the key driver of total sportswear over the forecast period. It is already the largest category, and will post the greatest growth in absolute value terms through 2025.
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Understand the latest market trends and future growth opportunities for the Sportswear industry in Nigeria 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 Nigeria, 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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