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Learn moreMar 2019
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In 2018 Ukrainian consumers continued to favour apparel and footwear items that allowed ease of movement and were trendy and comfortable. Sportswear products, sports-inspired items in particular, addressed these requirements and were popular among young and middle-aged people.
At the end of the review period participation in sports was not a regular routine for many Ukrainians. While people’s interest in sports was reported to be rising overall, especially among the young generation, sport has yet to become part of popular culture.
In 2018, sportswear was mostly favoured by men, who like to wear such apparel and footwear for non-office work and leisure. Women remained less enthusiastic and typically wore sportswear items when participating in sports or for leisure purposes (eg, picnics).
Multinationals continued to dominate, with local brands focused more on non-sports apparel and footwear. Leading player adidas Ukraine DP (adidas and Reebok brands) accounted for over one fifth of the category’s retail value sales, followed at a distance by Delta Sport DP (Nike) and Puma Ukraina TOV (Puma).
Major sportswear brands, including adidas and Nike, continued to have their potential limited by the abundance of brand imitations and fakes in the country. Such products, including “abibas” versions, were readily available at outdoor markets, especially in areas that lacked chained retailers.
New brands entered the category towards the end of the review period, notably Under Armour in 2017. Decathlon also entered and is expected to become a significant player over the next five years.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Sportswear industry in Ukraine with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Sportswear industry in Ukraine, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Apparel and Footwear market research database
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.