Summary of our market study

In recent years, the global backpack market has experienced significant trends that are shaping its growth and demand. valued at $16.3 billion in 2022, the market is expected to expand at a CAGR of 9.30 percent between 2023 and 2032, reaching $36.2 billion by the end of the forecast period. This expansion is largely driven by increased travel and tourism, growing participation in outdoor sports, and a growing focus on eco-friendly products. The Asia-Pacific region is experiencing significant growth in demand, while the U.S. market is experiencing a gradual decline.

Despite the impact of the pandemic, the Italian backpack market has managed to maintain a higher export rate than the import rate. Demand comes mainly from travelers, students, and sports enthusiasts, and the Italian back-to-school market is estimated to have reached about 606.80 euros per pupil in 2023, an increase of 6.2 percent over 2022. The market is competitive and segmented, with brands responding to different consumer needs, from low-end to high-end offerings.

Changes in preferences and demand dynamics in the Italian market

The Italian backpack market shows dynamic demand, shaped by different consumer preferences and socioeconomic factors.

The pandemic years saw a significant drop in market value of up to 30 percent, only to partially recover with an increase of more than 5 percent in 2022 over the previous year. Price sensitivity and the quest for quality influence consumer choices. There is a growing preference for customized and high-quality backpacks, especially among young people. The Italian market shows a preference for shopping in physical stores rather than online.

Northern regions spend the most on these items, followed by central and southern and island regions. Backpacks for students remain a key segment, with Italian families spending on average between 600 and 650 euros per pupil on back-to-school purchases, with a significant annual increase of more than 5 percent. Interest in "school backpacks" peaks in August, underscoring 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 their respective activities, offering unique features such as hydration systems and safety whistles. The high-end market segment is characterized by designer backpacks with prices over 200 euros.

Some of the market leaders analyzed:

  • Seven: Seven backpacks are aimed at a young audience. Distinguished by the presence of a stylized number 7, which embodies the vitality of each day of the week, Seven effectively serves the school community with a range of colorful and ergonomic backpacks.
  • Invicta: Since 1957, Invicta has been synonymous with versatile backpacks suitable for a wide variety of uses. Whether backpacks for college or travel, the Invicta range offers durability combined with style that stands the test of time.
  • Napapijri: Napapijri initially embraced the outdoors with its clothing line and has moved on to backpacks. These backpacks are packed with 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. The brand offers functional models ranging from school to office to specialized backpacks that can withstand hiking and long trips.
  • The North Face: producing apparel for the harshest conditions, its backpacks also incorporate cutting-edge materials and features designed to allow explorers to venture confidently into the farthest reaches of the world.
  • Fjällräven Kånken: a product of Swedish simplicity, the Fjällräven Kånken has become an icon of minimalist design. Popular with students and travelers.
  • Kipsta: Decathlon's sports brand, Kipsta supports athletes with backpacks that meet specific sports requirements. With different sizes and compartments.
  • Quechua: also under the Decathlon brand, Quechua caters more 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

  • Herschel Supply Co.
  • The North Face
  • Invicta
  • Seven S.p.A
  • Napapijri
  • Eastpak
  • Fjällräven
  • Quechua (Decathlon France)
  • Kipsta (Decathlon)
  • Piquadro

List of charts presented in this market study

  • 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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