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Synthèse
The global sporting goods market has grown strongly since 2020, despite the setbacks caused by the COVID-19 pandemic. In 2020 alone, the economic weight of sport in France exceeded 90 billion euros. The French sporting goods retail market continued to prosper, reaching around 13.8 billion euros in 2022.
Demand for sporting goods was stimulated by the increase in sporting activity, with France recording a rise in the number of people practising sport at least once a week, as well as by the focus on health and well-being as key motivations. Digitization and innovation, as well as the cyclical effect of sporting events, have helped to develop new market segments and boost sales.
Large companies, such as Decathlon and Intersport, dominate the sector, with Decathlon's worldwide sales reaching 15.4 billion euros by 2022. The market has faced the challenges of counterfeiting, resulting in significant sales losses, but the industry has adapted by offering a variety of products and prices to cater for different consumer segments. Seasonality also affects demand, with peaks in August and December. The COVID-19 crisis has resulted in an estimated loss of over 3 billion euros for the sports sector in 2020, but has also paved the way for post-pandemic growth due to increased interest in sport for health reasons.
changing dynamics and drivers of the French sporting goods market
In today's French market, the sporting goods sector has shown resilience and growth, benefiting from a variety of factors driving demand. As the population increasingly engages in sporting activities for health, beauty or leisure reasons, the need for sporting goods, including clothing, equipment and machinery, has increased. In particular, a significant proportion of French people, especially in the 18-34 age bracket, spent an average of between 200 and 250 euros a year on sporting goods and services. The market, once dominated by small, family-run businesses, has been transformed, with large companies such as Decathlon, Intersport and Go Sport claiming considerable distribution shares.
This evolution has been facilitated by technological advances and globalization, with the emergence of start-ups also bringing new energy to this high-potential market. Despite challenges such as inflation, the sector has recorded a 9% increase in 2022, with a positive trajectory forecast, partly attributed to global sporting events such as the Rugby World Cup and the upcoming Paris Olympics in 2024. According to a Deloitte study, running is the favorite sport of the French, who devote an average of 5-6 hours a week to it, with nearly 70% participation. This craze has fuelled sales of sporting goods in specialist stores, with data showing steady growth after a slight dip during the health crisis. In a broader European context, sporting activities in France are less oriented towards online purchases, with over three-quarters of transactions taking place in-store.
However, the sporting goods sector also faces problems such as counterfeiting, which has a significant impact on the French market, accounting for around 6% of annual sales. This illegal activity not only represents a loss of revenue for companies, but also poses health risks for consumers due to potentially toxic counterfeit products. This dynamic market is poised for continued growth, thanks in particular to the motivation to adopt a healthier, more active lifestyle, the growing interest in outdoor sporting activities, and the growing popularity of the sport.t in outdoor sporting activities and the cyclical effect of major sporting events, which stimulate both interest in and sales of sporting goods.
Key players in the sporting goods retail market
As the sporting goods market continues to flourish, several key players have carved out a prestigious place for themselves in this competitive arena. Among a multitude of companies, some stand out for their broad reach, strategic innovation and tailor-made offerings that resonate with casual shoppers and sports enthusiasts alike.
- Decathlon: A world leader in France
France's Decathlon has earned its stripes as the world's leading sporting goods retailer. With the aim of making sport accessible to all, the company has successfully navigated international waters, planting its flags in countries such as China, Spain, Italy and Russia. Renowned for its wide range of products, Decathlon caters for a broad spectrum of sports and is often recognized for the value it brings through its in-house brands.
- Intersport: The multi-sports retail giant
Intersport, another multi-sports retail giant, rivals Decathlon's breadth of offer. Although it began as a consortium of small independent retailers, Intersport has evolved into an entity known for its assortment of major brands and its commitment to encouraging people to integrate sport into their daily lives. The company continues to be a benchmark for consumers seeking diversity in their choice of sporting goods.
- Go Sport: emerging from challenges
Go Sport has been under pressure from an ever-changing market, but remains one of France's leading players in the sporting goods sector. Despite recent difficulties that led to receivership, the brand continues to be recognized for its wide variety of sports products, including athletic wear and fitness equipment.
- Adidas - A global icon of fashion and performance
More than just sporting goods, Adidas is a giant whose roots in performance equipment have extended to fashion the world over. Its range of sports equipment, athletic footwear and apparel conveys not only an image of athletic prowess, but also a sense of style sought after by many.
- Nike - The innovator with a Swoosh
Nike's reputation as a leader in innovation and marketing has propelled it to the top of the industry. With a wide range of products from coveted sneaker collections to high-performance sportswear, Nike is synonymous with athleticism and trendy urban living.
- Puma - Speed and style combined
Puma has made great strides in the market by fusing the fast-paced world of sport with the cutting edge of fashion. It continues to make its presence felt through partnerships with leading athletes and personalities, showcasing a brand that has proven its worth the world over
à la compréhension de ce marché
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- Nombre de pages : 30 pages
- Format : Version digitale et PDF
- Dernière mise à jour : 17/04/2023
Sommaire et extraits
1 Market overview
1.1 Market definition
A sports article can be defined as any equipment used to practice a sport. It can be clothing (shoes, jerseys, etc.), equipment (tennis rackets, footballs, handballs, etc.) or even machines, such as those used for weight training (rowing machines or treadmills, for example). Talking about the market involves two aspects: manufacturing and distribution.
It's important to distinguish between sporting goods and sports equipment, the latter referring to fittings or constructions that enable the practice of one or more sports.
Nevertheless, sportswear, a type of clothing designed in the United States, can be considered sporting goods, although it is more a clothing trend than a genuine item developed for the practice of sport. This study will therefore focus as much on sportswear as on sportswear.
In a market that was once made up of small, family-run businesses, the last few decades have changed the established order once and for all. Production is no longer the same, transformed by technological innovation and globalization; and large companies, such as Decathlon and Intersport, account for a large share of sporting goods distribution. added to this are a growing number of start-ups trying to make their mark in a high-potential market.
In 2022, the market grew by 9%, driven in particular by government measures to encourage the practice of sport (such as the Pass'Sport) and rising prices. In 2023, the market will also benefit from the organization of global sporting events (Rugby World Cup, Olympic Games in Paris in 2024) and should also see positive growth.
1.2 A fast-growing global market
The sporting goods retail market is highly dynamic worldwide. The market size was $***.* billion in ****, and is expected to grow at a CAGR (***) of *.*% to reach $*** billion by ****. [***]
North America was the largest contributor to the global sports equipment and apparel market with $***,*** million in ****. Key industry players in the sporting ...
1.3 Domestic market
In ****, the economic weight of sport in France exceeded ** billion euros, of which **.* billion corresponded to the total budget of sports associations and **.* billion to the sales of sports companies. In total, the sports industry employs ***,*** people in companies and over *** people in sports associations. [***]
Thanks to data provided by Insee, ...
1.4 Market specifics
A distribution market controlled by generalists
One of the particularities of the sporting goods retail sector is the importance of a few major chains. Decathlon, Intersport, Go Sport and Sport **** have succeeded in establishing themselves throughout the country, totalling thousands of specialist sports stores. Smaller, non-specialized stores are facing difficulties and ...
1.5 The impact of Covid-19 on the market
During the Covid-** health crisis, containment and curfew measures interrupted not only the organization of sporting competitions and championships, but also the recreational practice of sport, thus freezing much of the sport's economic activity.
It is estimated that the loss of sales caused by the Covid-** crisis in **** will amount to ...
2 Demand analysis
2.1 Sport in France: structural and cyclical demand
Growth in sporting activity in France
Today's changing lifestyles (***).
Sporting activities practiced by the French France, ****, in Source: ****
Frequency of sporting activities France, ****, in Source: ****
In France, a **** Deloitte study reveals that the favorite sport of the French is running, favored by **.*% of respondents. **.*% of French people take part in sport, ...
2.2 New audiences, new practices and innovations
New practices: running and outdoor activities
In ****, there were *.* million runners inFrance, an increase of one million in three years (***).
This trend is accompanied by an increase in outdoor sporting activities. This means that athletes are no longer burdened with large machines, and that sport is becoming "simpler": a pair of ...
2.3 Motivations for practising sport
A major factor in the growth of the sporting goods market is the development of sporting activities in general. While some sport is practised purely for leisure, others are motivated by a growing awareness or even a trend towards sport for health or aesthetic reasons. In January ****, a survey by Odoxa ...
2.4 Household purchasing behaviour
In ****, French households spent an average of nearly *** euros on sporting goods and *** euros on sports services (***) sccording to the Conseil d'État report on sports policy. Household spending on sport is rising steadily: in ****, it stood at just ** billion euros.
A study by the Toluna institute shows that a third ...
2.5 Web analysis of demand
Google trends :
Thanks to Google Trends, we can compare the intensity of searches for "sports stores" in all French departments. Haute-Corse, Savoie and even Ardèche top the list.
2.6 France's favorite brands
The graph below is based on OpinionWay's survey of French consumers' favorite brands in March ****. For each brand, the percentage corresponds to the proportion of respondents who answered "yes".
Décathlon is France's favorite sporting goods retailer, with **.*% of respondents saying they like it. Go Sport is the survey's least favorite ...
3 Market structure
3.1 Industry forces and organization
The value chain in the French sporting goods market can be broken down into two main categories: manufacturers and distributors. However, as the Union sport & cycleit is possible to be even more precise. In fact, the association identifies * main types of manufacturer (***):
new entrants: positioned in emerging market segments (***); specialized manufacturers: ...
3.2 A multi-stage production process
The production process depends on the product. However, the preliminary stage is always the same: analysis of athletes' needs. Next comes product design. Designers and engineers, more or less numerous depending on the technical nature of the product, work together to design the product so that it meets the specifications.
Then ...
3.3 Distribution is carried out by brands that are more or less involved in manufacturing
According to the PIPAME report, we can distinguish * types of company (***).
Companies that distribute products designed, manufactured or assembled in France: Manufacturers (***) produce their products, part of which are made in France. They have no distribution network of their own. Manufacturer-distributors (***) produce their products, part of which are made in France. ...
3.4 Number of stores and geographical breakdown
Growth in the number of sports stores
Like the sector's sales, the number of players operating in the sporting goods trade in specialist stores was fairly stable prior to ****. By ****, there will be an increase in the number of establishments, with *,*** companies operating under the corresponding NAF code.
Number of companies ...
3.5 Web analysis of industry players
Traffic trends :
Décathlon traffic trends (***) France, ****-****, in millions of visits Source: ****
The number of visitors to the decathlon.fr website fluctuates between around ** and ** million per month . It should be noted that the drop in April-May **** is due to a change in measurement by Semrush.
Evolution of Nike traffic ...
4 Offer analysis
4.1 An abundance of products
The sporting goods market covers a vast range of products, both in terms of types (***). Nevertheless, these are not the most dynamic segments: between **** and ****, basketball products, for example, saw global growth of +**%. Soccer and running gear grew by +*%. The distribution of sales depends on each retailer: for example, in ****, sneaker ...
4.2 Variable prices
Budget brands: these generally offer affordable products for everyone, with no particular visual distinction. This enables them to target a wide audience and make sporting activities affordable to all, with prices ranging from €* to €** depending on the product. Low-cost brands include Artengo and Kalenji, for example. Mid-range brands: these offer products ...
5 Regulations
5.1 Regulations
Textile products in particular are subject to transparency obligations in terms of product composition. According to the DGCCRFlabelling or marking of textile products is governed by a Community text, directly applicable in all member states".
As far as sportswear is concerned, trademarks are particularly threatened by counterfeiting. According to the EUIPO(***), ...
6 Companies
6.1 Segmentation
- Skis Rossignol
- Salomon (Amer Sport groupe)
- Babolat
- PIQ
- Go Sport France
- Adidas
- Puma Groupe
- Courir France
- Foot Locker
- Sunset Sport
- Glisshop (Lafreto groupe)
- Intersport France
- Quiksilver Bilabong
- Sport 2000
- N4 Brands Fitness Boutique
- Planet Fitness Equipements
- Ekosport
- Décathlon France
- Decathlon Groupe
- Aptonia (Decathlon)
- Private Sport Shop
- JD Sport
- Intersport International
- Columbia Sports Wear
- Berger Camping
- Butterfly
- Cornilleau
- la Boule Bleue
- Obut
- Ekoï
- Aigle
- Lafuma
- Gilbert Rugby
- Running Conseil
- Au Vieux Campeur
- Venum
- Blaise Frères
Liste des graphiques
- Marché mondial de la distribution d'articles de sport et prévisions
- Chiffre d'affaires du commerce d'articles de sport en magasin spécialisé (code NAF 47.64Z)
- Marché français des articles de sport, par catégorie de produits
- Pratique d'activités sportives par les Français
- Fréquence de pratique des activités sportives
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Dernières actualités
JD Sports vise l'acquisition de Hibbett aux États-Unis - 23/04/2024
- - Montant total de l'acquisition : environ 1,1 milliard de dollars
- - Nombre de magasins de Hibbett : 1 169 aux Etats Unis
- - Chiffre d'affaires net de Hibbett en 2024 : 1,73 milliard de dollars
- - Augmentation de la part des ventes de JD en Amérique du Nord après l’acquisition : de 32% à environ 40%
Intersport et Go Sport sur les talons de Decathlon en France - 11/04/2024
- Stabilisation des ventes à périmètre comparable pour l'exercice écoulé chez Intersport.
- Hausse des ventes suite au rachat de Go Sport : 3,65 milliards d'euros, soit **une augmentation de 11,2 % par rapport à 2022.
- Projection d'ouvertures: Entre 15 et 20 implantations prévues chaque année
Decathlon : tous les chiffres des performances 2023 - 05/04/2024
- - Chiffre d'affaires (CA) mondial 2023 : 15,6 milliards d'euros, en augmentation de +4,4% par rapport à 2022
- - Présence de Decathlon : 78 pays.
- - Nombre de produits vendus mondialement l'an passé : 1,19 milliard.
- - Part des ventes digitales dans le chiffre d'affaires : 17,4%
- - Chiffre d'affaires en France : 4,752 milliards d'euros, en progression de +1,24% par rapport à 2022.
- - Nombre total de magasins dans le monde : 1 749, dont 319 en France.
- - Nombre total d'employés : 101 000, dont 24 000 en France.
Blaise Frères séduit les escrimeurs aux JO - 13/03/2024
- Le marché des lames de compétition est en croissance.
- - Les Asiatiques sont de plus en plus nombreux à pratiquer l'escrime.
- - L'an dernier, Blaise Frères a réalisé 120.000 lames et prévoit d'en produire plus cette année.
- - Chaque lame est réalisée à partir d'un alliage fait notamment de nickel, de chrome et de molybdène.
- - Blaise Frères est une entreprise centenaire (fondée en 1885) et son savoir-faire est unique.
- - L'entreprise a 27 employés et réalise un chiffre d'affaires de 7 millions d'euros.
- - Blaise Frères équipe la quasi-totalité des escrimeurs internationaux.
Decathlon fait sa révolution pour devenir une marque mondiale - 13/03/2024
- - Chiffre d'affaires de l'entreprise : 15,4 milliards d'euros
- - Nombre de magasins : Plus de 1700
- - Présence dans 69 pays
- - Nombre de marques développées par les employés : Plus de 70
- - Nombre de disciplines couvertes par les marques : Une centaine
- - Orientation vers des services associés aux produits : location, seconde main, abonnement, recyclage etc.
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