France Sports Goods Retailing Market Report 2022
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Report Summary
“The interest in wellness that has emerged from the pandemic has had a positive effect on sports goods retailers in France, but the sector is a discretionary one and the cost of living crisis has the potential to hold back sales. There is a growing interest in how retailers are addressing sustainability issues and there will be an increased need for transparency around how products are made and carbon footprints. Other initiatives in areas such as second-hand, repairs and rentals of sport equipment not only support the circular economy, but can also help appeal to consumers that are being particularly hard hit by rising prices”
– Natalie Macmillan, Senior European Retail Analyst, May 2022
This Report looks at the following areas:
- The impact of COVID-19 on the sports goods retailing sector and how it is recovering from this
- The impact of rising living costs on French consumers and how this is affecting the sports goods retailing sector
- The winners and losers in the sports goods retailing sector as we emerge into the post-COVID recovery phase
- How people shop for sports goods and which retailers they use
- Interest in sports goods innovations among sports goods buyers
- The development of the online channel within the sports goods category and the boost given to it by the COVID-19 outbreak
Table of Contents
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Overview
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- Key issues covered in this Report
- Market context
- Areas covered in this report
- Products covered in this Report
- Consumer spending – Mintel’s sports goods market size
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Executive Summary
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- The five-year outlook for sports goods retailing
- Figure 1: Sports goods retailing outlook, 2022-27
- The market
- Spending on sport bounced back in 2021
- Figure 2: France: estimated consumer spending on sports goods (including VAT), 2017-21
- Economic conditions could hold back spending
- Government support for participation in sport
- A vibrant retail sector
- Figure 3: France: sports goods specialist retailers’ sales (excluding VAT), 2017-23
- Well positioned to benefit from trends in health and wellness
- Channels to market
- The consumer
- Younger people (especially men) shop most
- Figure 4: France: demographic breakdown of buyers of any sports goods in the last 12 months, 2022
- Clothing and footwear are most popular categories
- Potential for growth in the fitness equipment categories
- Figure 5: France: sports goods bought in the last 12 months, 2022
- Half of sports goods buyers had made a purchase online over the last year
- Figure 6: France: channels used to buy sports goods, selected demographics, 2022
- Decathlon dominates
- Direct to consumer is growing
- Figure 7: France: retailers used for sports goods shopping, 2022
- Sustainability is gaining traction
- Figure 8: France: interest in sports goods-related innovations, selected demographics, sustainability, 2022
- Rentals could appeal to more affluent people
- Figure 9: France: interest in sports goods-related innovations, selected demographics, rentals, 2022
- Finding ways to improve accurate sizing
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- Figure 10: France: interest in sports goods-related innovations, technology, 2022
- An opportunity in sportswear subscriptions
- Figure 11: France: interest in sports goods-related innovations, subscriptions, 2022
- Companies and brands
- Decathlon and Intersport dominate
- Figure 12: France: leading sports goods specialists, shares of all sports goods specialists’ sales, 2021
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Issues and Insights
- The impact of rising prices on sports goods retailers
- Price
- Services
- Payment
- The circular economy
- The opportunities in cycling
- E-bikes/vélos à assistance électrique (VAE)
- Government support
- Sustainability, the pandemic and the cost of living crisis have all increased interest
- The opportunity
- The impact of rising prices on sports goods retailers
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Market Size and Performance
- Sports goods spending was €12.7 billion in 2021
- Figure 13: France: estimated consumer spending on sports goods (including VAT), 2017-21
- COVID-19 has boosted interest in wellbeing
- Retailers could benefit from the Olympic Games in France in 2024
- Sports goods spending was €12.7 billion in 2021
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Retail Sector Size and Forecast
- COVID-19 caused uncertainty but retailers responded well online
- Figure 14: France: sports goods specialist retailers’ sales (excluding VAT), 2017-23
- Channels to market
- COVID-19 caused uncertainty but retailers responded well online
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Market Drivers
- Ukraine represents a shock to the French economy
- The government’s shield on energy price rises
- Figure 15: France: key economic projections, % annual change, 2019-24
- Employment has been resilient
- Inflation is rising on sports goods
- Figure 16: France: consumer prices* of categories relevant to sports goods, annual % change, 2017-21
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- Figure 17: France: consumer price inflation (HICP*) of equipment for sport, annual % change, 2020-22
- Consumer confidence has slipped from its recent high point
- Figure 18: France: trends in levels of consumer confidence*, 2020-22
- People are increasingly worried about the cost of living
- Figure 19: France: consumer concerns about household finances, 2022
- The conflict in Ukraine will hurt the French economy
- Figure 20: France: expected impact of the Ukraine crisis on French consumers, 2022
- Government support for participation in sport
- Engagement in sport is highest amongst the young
- Figure 21: France: engagement in out-of-home pastimes and activities, 2022
- Ukraine represents a shock to the French economy
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The Consumer
- Sports goods purchased in the last year
- Concern for wellbeing is a positive driver for sports goods retailers
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- Figure 22: France: demographic breakdown of buyers of any sports goods in the last 12 months, 2022
- Trainers and clothing dominate
- Potential for growth in the fitness equipment categories
- Men buy more equipment, women more clothing
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- Figure 23: France: sports goods bought in the last 12 months, 2022
- Younger men buy most
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- Figure 24: France: sports goods bought in the last 12 months, by selected demographics, 2022
- Online and in-store shopping for sports goods
- Figure 25: France: channels used to buy sports goods, 2022
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- Figure 26: France: channels used to buy sports goods, selected demographics, 2022
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- Figure 27: France: usage of a smartphone to buy sports goods, selected demographics, 2022
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- Figure 28: France: channels used to buy sports goods, in-store and online, by products bought, 2022
- Where sports goods are purchased
- Decathlon dominates
- Direct to consumer is growing
- Fashion ahead of the grocers
- Amazon is less influential than in other countries
- Figure 29: France: retailers used for sports goods shopping, 2022
- Demographic profiles
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- Figure 30: France: age demographics of shoppers at selected sports goods retailers, 2022
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- Figure 31: France: age demographics of shoppers at selected sports goods retailers, 2022
- Interest in innovations in sports goods retailing
- Figure 32: France: interest in sports goods-related innovations, 2022
- Sustainability is gaining traction
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- Figure 33: France: interest in sports goods-related innovations, selected demographics, sustainability, 2022
- Rentals could appeal to more affluent people
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- Figure 34: France: interest in sports goods-related innovations, selected demographics, rentals, 2022
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- Figure 35: France: interest in sports goods-related innovations by retailer shopped, 2022
- Technology will drive interest
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- Figure 36: France: interest in sports goods-related innovations, technology, 2022
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- Figure 37: France: interest in sports goods-related innovations by retailer shopped, 2022
- An opportunity in sportswear subscriptions
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- Figure 38: France: interest in sports goods-related innovations, subscriptions, 2022
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- Figure 39: France: interest in sports goods-related innovations by retailer shopped, 2022
- Sports goods purchased in the last year
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Companies and Brands
- Leading players
- Recent restructuring
- Decathlon, the innovator
- Ambitious Intersport
- Sport 2000 filling in the gaps
- Smaller niche players are challenging the generalists
- Services are being added to the offer
- Figure 40: France: leading sports goods specialists, sales, 2019-21
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- Figure 41: France: leading sports goods specialists, outlets, 2019-21
- Leading players
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Market Shares
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- Figure 42: France: leading sports goods specialists, shares of all sports goods specialists’ sales, 2019-21
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Online
- Online activity
- Online sales of sports goods
- Leading online players
- Online activity
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Appendix – Data Sources, Consumer Research Methodology and Abbreviations
- Abbreviations
- Consumer research methodology
- Data sources
- INSTITUT NATIONALE DE LA STATISTIQUE ET DES ÉTUDES ÉCONOMIQUES (INSEE) – Paris
- FEVAD – La Fédération du e-commerce et de la vente à distance – Paris
- EUROSTAT – Luxembourg
- FÉDÉRATION NATIONALE PROFESSION SPORT & LOISIRS (NATIONAL SPORTS & LEISURE PROFESSION FEDERATION) – La Rochelle
- MINISTÈRE CHARGÉ DES SPORTS
- L’INSTITUT NATIONAL DE LA JEUNESSE ET DE L’ÉDUCATION POPULAIRE (INJEP)
- Abbreviations
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