Sportswear in Portugal

PROSPECTS

More Portuguese add sportswear to their wardrobe as health trend kicks in

Increasing numbers of Portuguese consumers are trying to pursue healthier lifestyles. This trend can be observed in sports nutrition, which has seen a rapid increase in Portugal, and in packaged food, with more and more people opting for healthier alternatives such as products containing less sugar, preservatives or colourings, or gluten-free and organic products.

Sports-inspired apparel is increasingly the perfect fit

Sales of sportswear increased rapidly over the review period, particularly within sportswear for women. Women are typically not looking for performance or pure strength.

Sportswear rises in the fashion stakes, no longer confined to exercise time

In addition to the rising interest in sport and fitness, sportswear players are taking advantage of the fact that more Portuguese consumers are wearing sportswear on an everyday basis, for leisure or even at work. Interest mainly stems from consumers who prefer to wear comfortable and sporty clothing every day, yet are not necessarily engaged in any physical activity.

COMPETITIVE LANDSCAPE

Nike and adidas are still the benchmark brands in sportswear

Global sportswear brands still dominate the category, with Nike and adidas in the lead. Both brands are internationally recognised for their quality and design, and in Portugal this is no exception.

Mainstream apparel players enhance their sportswear offering

In 2019, adidas and Reebok signed a new partnership with the Sonae SGPS SA, which owns the Mo brand. Thanks to this move, Mo will bolster its footwear offering in more than 30 selected stores and the e-commerce channel.

MoActive targets sports-inspired women

In 2018, Mo by Sonae launched a new subbrand, MoActive, dedicated to sportswear for women. Women are increasingly interested in sportswear and represent a major target consumer group for manufacturers.

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