The sports goods market - Portugal

The global sporting goods market has seen significant growth, with a predicted annual growth of 5% leading into 2022. In 2017, the market reached $388 billion, with leading brands like Nike and Adidas holding over 16% of the global market share. Emerging markets like China are contributing significantly to this expansion. The Portuguese market, once suffering a decline, began recovering with a worth of 759.9 million euros in 2017. Eurostat data show exports at 399.6 million euros and imports at 313.1 million euros in the same year, signifying a balanced trade scenario for Portugal. However, the frequency of sporting activity in Portugal has decreased, with only 26% engaging in regular sports activity in 2018, leading to reduced annual household expenditure on sports goods from 176 euros to 146 euros. Despite this dip, there are emerging consumer trends such as the increasing popularity of running and a rise in eco-conscious and personalized products. The market is experiencing a trend towards consolidation with fewer companies operating, but there's an increase in employees in the sector. E-commerce is taking a stronger hold, reflecting a broader consumer shift to online shopping. New trends like athleisure and digital innovations in sport are driving market evolution, while counterfeiting remains a challenge, with significant losses for the market. Regulations are in place to ensure transparency in product composition and combat counterfeiting, especially in textiles and sportswear. All in all, the sporting goods market is diversifying and adapting to new consumer behaviors and technological advancements post-2020..### Trends and Figures in the Portuguese Sporting Goods Market The Portuguese sporting goods market is experiencing significant changes and evolving trends. Interestingly, the demand for sporting activities in Portugal is seeing a downward trend, with only about a quarter of the Portuguese participating in regular sports activities, falling 14 points below the average of European Union Member States. Notably, women are less engaged in sports activities compared to men, and seniors over 55 are the least active group. This decline in sports participation has impacted annual household expenditure on sporting goods, which has dropped from approximately €176 to €146. However, major sporting events like the Football World Cup stimulate the market, driving spikes in consumer interest and purchasing behavior, demonstrating the influential cyclical nature of sporting events on demand. New consumer trends point towards a diversification of the demographic engaging with sports products, with particular attention being paid to women, who are increasingly participating in sports. Popular activities include running, which boasts close to a million runners in Portugal, and outdoor sports activities that encourage a more casual approach to sport that can be incorporated into daily life. Consumers are also looking for personalized and ethically made products, with companies like Adidas and Nike offering customization of shoes and an increased demand for products that meet ethical standards. The market is also witnessing the growth of e-commerce, with around 25% of Portuguese consumers purchasing goods and services online. Sporting goods are not an exception, with a surge in online purchases as evidenced by the rise in online sales of sports equipment (from 3% in 2009 to 22% in 2018). When it comes to the market offerings, there is an abundance of products ranging from basic, low added-value items like swimsuits to complex equipment like alpine skis. This is augmented by the trend of "Athleisure", blending comfort, and fashion with sportswear, and "leasing" where consumers can rent sports equipment, which is a sector expected to grow significantly in the upcoming years. While the Portuguese market benefits from many high-value productions, it is not immune to the detriments of counterfeiting which costs the market dearly, with losses estimated at around €14 million. In terms of regulation, the market for textile and sportswear products must adhere to stringent transparency concerning product composition to avoid issues like counterfeiting and maintain ethical standards. Moreover, the market may be described as roughly balanced in terms of foreign trade, with Portugal almost equally importing as much as it exports in the sporting goods sector. In conclusion, the Portuguese sporting goods.### Market Players and Their Dominance in Sporting Goods #### Global Giants: Nike and Adidas Nike and Adidas stand out as the behemoths in the sports equipment industry, not only globally but also in the context of Portugal's market. Their reach extends beyond manufacturing, as they also exert control over distribution channels. Both brands have been in constant competition, with Nike often seen as the primary rival to Adidas since its inception. Their presence and marketing campaigns are influential, especially during major sporting events like the Olympic Games and the World Cup. #### European Importers and Producers: JD Sports and Décathlon Within Europe, companies like JD Sports and Décathlon are significant players in the sports goods distribution segment. Their robust business models and extensive retail networks have enabled them to grasp substantial portions of the market share. While JD Sports is a British enterprise, Décathlon, originating from France, has a strong manufacturing presence in Portugal, producing over half of its bicycles sold throughout Europe within the country. #### Homegrown Talent: Sport Zone and Portuguese Startups Sport Zone, part of the Portuguese Sonae group and a key player in the Iberian Peninsula, has undergone considerable evolution, notably entering a joint venture with JD Sports to form the Iberian Sports Retail Group. Moreover, Portugal's burgeoning pool of startups and small to medium specialized companies in the high-end segment contribute remarkably to the nation's sports manufacturing landscape. They leverage the expertise of local research institutions like CeNTI and collaborate with universities, showcasing their capabilities on international stages such as ISPO Munich. #### Online Retailers: Complex Dynamics The surge in e-commerce has reshaped the sporting goods market, with digital platforms becoming increasingly popular for consumers. Renowned international websites like decathlon.pt, nike.com, and probikeshop.pt witness significant traffic from Portuguese customers. This shift to online shopping reflects a broader trend and impacts traditional brick-and-mortar stores. #### Secondary Market Movers: Sports Direct and Multisport Specialty Stores Companies like Sports Direct, with its network of multisport specialty stores, provide consumers with a range of sporting goods options. These stores offer an alternative to more specialized and online retailers by providing a diverse range of products under one roof. In summary, the sporting goods market in Portugal and beyond is characterized by a blend of towering global entities, strong European importers and producers, and innovative local players adapting to the evolving dynamics of e-commerce and consumer preferences. Together, they create a vibrant and competitive market environment.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 14/12/2021

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Summary and extracts

List of charts

• Classement des principales enseignes d'articles et vêtements de sport selon leur chiffre d'affaires annuel
• Montant des échanges extérieurs d'articles de sport, selon le type d'équipement
• Classement des principaux distributeurs d'articles de sport selon leur chiffre d'affaires annuel
• Taille du marché des articles de sport
• Valeur de la production manufacturière d'articles de sport
• Montant des exportations d'articles de sport
• Montant des importations d'articles de sport
• Part de la population ne pratiquant jamais ou rarement du sport
• Part de la population ne pratiquant jamais ou rarement de sport, selon le genre
• Part de la population ne faisant pas de sport, selon la tranche d'âge
• Raisons pour lesquelles les gens ne pratiquent pas ou peu de sport
• Nombre d'entreprises dans le secteur des articles de sport
• Nombre d'employés dans le secteur des articles de sport
• Nombre de fabricants d'articles de sport
• Part des individus achetant des biens ou services sur Internet
• Part des individus achetant des vêtements ou articles de sport sur Internet
• Boutiques en ligne les plus populaires dans le segment du sport et du plein air, selon le chiffre d'affaires
• Evolution du chiffre d'affaires de l'industrie du "leasing" et de la location d'articles de sport, dont prévisions
• Valeur des pertes dans les ventes d'articles de sport dues à leur contrefaçon, selon le pays en Europe

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