In 2020, the global backpack market experienced significant trends shaping its growth and demand. valued at $16.3 billion in 2022, the market is expected to expand at a CAGR of 9.30% between 2023 and 2032, reaching $36.2 billion by the end of the forecast period. This expansion is largely due to increased travel and tourism activity, rising participation in outdoor sports and a growing emphasis on eco-friendly products. The Asia-Pacific region is showing notable growth in demand, while the US market is experiencing a gradual decline. In 2020, Italy experienced a drop in production due to COVID-19, but signs of recovery are evident with a 6.32% increase in the value of production sold in 2022 compared to 2021.

Despite the impact of the pandemic, the Italian backpack market has managed to maintain a higher export rate than its import rate, indicating the continued international appeal of "Made in Italy" products. Demand for backpacks comes mainly from travelers, students and sports enthusiasts, with the Italian back-to-school market recording a spend of around €606.80 per pupil in 2023, an increase of 6.2% on 2022. The market is competitive and segmented, with brands catering to different consumer needs, from low-end to high-end offerings.

Changing preferences and demand dynamics in the Italian backpack market

The Italian backpack market displays dynamic demand shaped by distinct consumer preferences and socio-economic factors. It is influenced by both traditional practices and modern trends in consumer habits, giving an insight into the growth of the industry and the positioning of players in the market. With Italy home to a growing number of backpack consumers, the market is adapting to meet a wide range of needs, from school and sport to travel and everyday urban use. A notable increase in demand for school backpacks is evident, given the country's growing student population and the growing trend to use backpacks for leisure and sporting activities. The market's sensitivity to environmental sustainability can also be seen in the demand for backpacks made from recycled or recyclable materials. The Italian backpack industry, which falls under Ateco2007 code 15.12 and includes a variety of products such as leather handbags and travel goods, has enjoyed a positive growth trajectory, recording an increase rate of between 40 and 50 percent.

However, the pandemic years saw a reversal of this trend, with a significant drop in market value of up to 30 percent, before partially recovering with an increase of over 5 percent in 2022 compared to the previous year. Price sensitivity and the quest for quality influence consumer choices. There is a growing preference for personalized, high-quality backpacks, particularly among young people, who prefer products with minimal ethical and environmental impact. The Italian market shows a preference for shopping in physical stores rather than online, which remains below 15%.

In Italy, the northern regions show the highest spending on travel goods, which probably includes backpack purchases, followed by the central regions and the southern regions and islands. Student backpacks remain an essential segment, with Italian families spending an average of between 600 and 650 euros per pupil on back-to-school purchases, with a notable annual increase of over 5%. Interest in "school backpacks" peaks in August, underlining the seasonal nature of this demand.

The price of backpacks depends on a multitude of factors, including material quality, design features, consumer trends such as anti-theft technologies, sustainability credentials and product practicality. Specialized sports and travel backpacks adapt to the needs of the respective activities, offering unique features such as hydration systems and safety whistles. The high-end segment of the market features designer backpacks priced upwards of 200 euros.

Market leaders in the backpack industry: As we explore the backpack market, we enter a diverse world that caters for the varied needs of students, travelers and outdoor enthusiasts. Each segment and target audience has champions who have earned a reputation for reliability and style in portable storage solutions.

  • Seven: Known for striking a chord with young people, Seven backpacks are intricately designed to combine functionality with modern aesthetics. Distinguished by the prominent display of a stylized number 7, which embodies the vitality of each day of the week, Seven effectively serves the school cohort with a range of colorful, ergonomic backpacks.
  • Invicta: Steeped in Italian craftsmanship since 1957, Invicta has become synonymous with versatile backpacks suitable for a wide variety of uses. Whether for the halls of university or for travel, the Invicta range offers durability combined with style that stands the test of time.
  • Napapijri: Napapijri originally embraced the outdoors with its clothing line and moved into backpacks, continuing its commitment to durability and fashion. Designed for the adventurous, these backpacks feature technical features such as waterproofing and secure compartmentalization for gadgets and gear.
  • Eastpak: Eastpak's American heritage shines through in its range of durable backpacks. Renowned for its adaptability, the brand offers functional models ranging from school and office to specialized backpacks that can withstand the rigors of hiking and long-distance travel.
  • The North Face: The North Face is a bastion of outdoor preparedness. Not only has it equipped adventurers with clothing for the toughest conditions, but its backpacks also incorporate cutting-edge materials and features aimed at enabling explorers to venture further afield with confidence.
  • Fjällräven Kånken: Emanating from Swedish simplicity, the Fjällräven Kånken has become an icon of minimalist design since its conception. Popular with students and day-trippers alike, its classic shape and functionality have ensured its place in the pantheon of fashionable handbags.
  • Kipsta: As Decathlon's sports brand, Kipsta supports athletes with backpacks that meet specific sporting requirements. With different sizes and compartments, Kipsta's offerings strive to simplify the organizational challenges faced by sports enthusiasts. Quechua: also under the Decathlon brand umbrella, Quechua caters to nature lovers.
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Summary and extracts

1 Market Summary

1.1 Definition and presentation

A backpack is a useful tool that tends to be worn over the shoulder, allowing the individual to support the weight of its contents on the shoulders through padded and adjustable straps and sometimes on the hips through a belt. Its volumetric capacity is expressed in liters and can range from half a dozen liters for running bags to a hundred liters for hiking and mountain models.

Several types of backpacks are considered in the study:

  • School backpacks
  • Travel backpacks
  • Sports backpacks
  • Backpacks for everyday and urban use;

The global market has been valued at $16.3 billion in 2022 and is expected to have a compound annual growth rate (CAGR) of 9.30 percent, driven in particular by demand growth in the Asia-Pacific region, while the U.S. market is gradually weakening.

In Europe, the situation is more fragmented, and in the absence of a uniform image, European demand remains strongly linked to the buying habits of individual countries. In Italy, the long tradition of the "24-hour bag"-a briefcase-like model-is leaving the scene to make way for increasingly practical models that meet the diverse needs of consumers.

1.2 Global market

The backpack market has been valued at $**.* billion in **** and the industry is expected to grow from $**.* billion in **** to $**.* billion by ****, with a compound annual growth rate(***) of *, **% over the forecast period. The industry will be strongly influenced by the increase in travel and tourism, outdoor activities and eco-friendly initiatives, ...

1.3 The growing Italian market

To know the size and relevance of the Italian backpack market, it is possible to make use of data from the Istat database belonging to Ateco**** code **.** "manufacture of travel goods, handbags and the like" In detail, it includes the production of the aforementioned leather, leather, artificial leather and any other ...

1.4 International trade

The export rate in Italy has a higher value than the import rate; however, if we look at the quantity (***) of imports and exports, we see that import is higher than export. This can be explained by looking at the average price of exports and imports: in recent years there have ...

1.5 The price of high school doesn't stop: designer backpacks cost up to 200 euros

The approaching reopening of schools has driven up the prices of school supplies, aided by the energyemergencyandthe commodities crisis. In particular, backpacks and other accessories signed by influencers and celebrities can cost hundreds of euros.

According to an analysis conducted by Codacons, a designer backpack of the latest generation can cost ...

1.6 Impact of Covid-19 on domestic production

The Covid-** outbreak caused significant consequences on both the demand andsupply side. Italy was the first European country to record a high number of Covid-** cases and, as a result, its overall economy has contracted sharply since February ****.

In particular, the pandemic impacted the production of bags and suitcases: due to ...

2 Demand analysis

2.1 Demand characteristics

The market for backpacks tends to grow, both globally and in Italy; this is due to the presence of a number of factors, such as the increase in world population generating an increase in the number of students, as well as the increase in the use of backpacks for purposes other ...

2.2 Demand drivers

The purchase of a backpack is influenced by a number of aspects demanded by consumers:

materials; style; design capabilities; safety.


The higher the quality of the material, the safer the equipment; consumers who use outdoor backpacks tend to prefer waterproof and water-repellent materials that can cope with any adverse weather ...

2.3 The geographical distribution of demand

To find out the geographic distribution of demand, a map was made with monthly household spending on travel items by Italian macro-region, which is assumed to include the backpack spending segment.

Northern Italy presents the highest figure, followed by the Center and, finally, the South and Islands.

2.4 School backpacks: an essential accessory for students

In ****, the average back-to-school spending of Italian students will amount to about €***.** per pupil. According to the monitoring carried out by O.N.F. - Osservatorio Nazionale Federconsumatori, the cost of school supplies will register an average increase of +*.* percent compared to ****. The item of school spending is confirmed to be ...

2.5 Consumer trends and habits

Recent trends in the backpack market can be segmented by analyzing the three most popular types of backpacks: backpacks for school, for sports, and for travel. Several trends shaping the market can be analyzed:

personalization: consumers are increasingly seeking experiences when buying and consuming products; they are interested in new ways ...

3 Market structure

3.1 A fragmented market

To analyze the size of the backpack market, we consider the number of companies active in the production of bags, suitcases, and the like from **** to ****. Specifically, we see that the trend has tended to be steady, with slight decreases over the years, leading to a percentage reduction of *, * percent from ...

3.2 Value chain

3.3 Distribution channels

Italians' preferred distribution channels remain physical ones, including super/hyper markets, stationery stores, and stores of the best-known brands in the industry. While in the past people preferred to buy these types of products in family-owned businesses, globalization has led to an increase in international chain stores, which have become more ...

3.4 The main market players

There are several major players in the market; below we segment the main ones by type of product offered (***).

Seven: The Seven brand is characterized by a modern, minimalist design. The brand logo is a stylized number *, representing the seven days of the week. Invicta: Invicta is an Italian backpack brand ...

4 Supply analysis

4.1 Overview of the offer

The supply side consists of different categories of backpacks, depending on their main target audience:

Student backpack : intended for students to carry their books and belongings. They have adjustable padded handles and sometimes straps that go around the waist to relieve back tension and prevent back pain. They usually have an ...

4.2 Average price of a school backpack: influencing factors

As has been mentioned in several venues, the price of backpacks varies greatly depending on the features sought, the target audience of the product , and also the distribution channel in which the purchase is made. Trolley backpacks tend to be more expensive than traditional backpacks. The price increase ranges from **% (***). In ...

4.3 Prices

Backpacks for students

Travel backpacks

5 Rules and regulations

5.1 Rules and regulations

Imports and exports of bags and suitcases from China

For most backpacks, no specific regulations apply to import from China. However, the European REACH regulation(***), which came into force in ****, aims to identify, evaluate and control chemicals produced, imported and placed on the European market. Therefore, the various materials and substances ...

6 Positioning of actors

6.1 Segmentation

List of charts

  • Global backpack market
  • Average monthly household expenditure on travel items
  • Size of the Italian handbag and luggage market
  • Value of production sold of suitcases, trunks and the like
  • Exports, imports and coverage rate
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Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Herschel Supply Co.
The North Face
Seven S.p.A
Quechua (Decathlon France)
Kipsta (Decathlon)

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