Sportswear in Portugal

PROSPECTS

More active lifestyles boost sales of sportwear

An increasing number 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.

Slowing growth in the forecast period

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

Casual lifestyles make sportswear increasingly acceptable in everyday life

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 Retail and adidas Portugal lead sportswear

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

Non-sports apparel manufacturers want to benefit from the opportunities

Non-sports apparel manufacturers saw the success of sportswear and demonstrated understanding of the growth opportunity it represented. Therefore, many developed their own ranges of sportswear and have given them more floor space in their stores.

The launch of a new sub-brand by Sonae

In 2018, Mo by Sonae launched a new sub-brand, MoActive, dedicated to sportswear for women. Women have been increasingly interested in sportswear and represent a major target consumer group for manufacturers.

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