As in other categories of apparel and footwear, sales of sportswear were negatively impacted by the closure of non-essential retail stores and gyms in 2020 to tackle the spread of COVID-19. A fall in consumer confidence also negatively impacted sales.
Sports-inspired apparel and sports-inspired footwear showed the greatest resilience in 2020 as Ukrainian consumers continued to favour apparel and footwear items that allow ease of movement and are trendy and comfortable. Sports-inspired apparel provides comfort and functionality whilst in the house and doing exercise.
As in other categories, e-commerce recorded much stronger growth in sportswear in 2020 as many consumers appreciated the ability to purchase sportswear, especially footwear, remotely. Consumers nationwide were able to access the wide ranges of international brands including Decathlon and Puma.
With the exception of outdoor footwear, all categories of sportswear are expected to return to positive retail value growth at constant 2020 prices in 2021. The category as a whole is expected to return to pre-pandemic levels of sales during 2023.
While sales of sportswear will continue to be somewhat constrained by the comparatively low incomes of Ukrainians, interest in healthy lifestyles is expected to boost the category’s potential. Consumer awareness of the benefits of a healthy lifestyle is set to grow as more people turn to physical activity as an effective means of boosting overall health compared to relying solely on traditional medicine when unwell.
Over the review period, the abundance of imitation sports brands posed a serious problem in terms of limiting the growth potential of major brands such as adidas, Puma and Nike in Ukraine. Over the forecast period, international brands are expected to gain value share at the expense of these unbranded products.
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Understand the latest market trends and future growth opportunities for the Sportswear industry in Ukraine with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sportswear research and analysis database.
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