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Sporting Goods Return to Top
Overview
USD 1,000 2011 2012 (e) 2013 (e)
Total Market Size 4,210 4,233 4,255
Total Local Production 2,793 2,808 N/A
Total Exports 1,168 1,166 N/A
Total Imports 2,586 2,590 N/A
Imports from the U.S. 898 903 N/A
The German sporting goods market is expected to grow annually by at least 0.5% over
the next two years. The German sporting goods industry is characterized by mostly
medium-sized enterprises with nearly 120,000 employees. The wide ranging production
lines (about 10,000 items) split into four product groups with corresponding percentages
of the total production: Sports & Leisure Equipment (37.9%), Sports Apparel/Sports
Shoes (27.7%), Camping & Trekking Goods/Tents etc. (27.3%), Garden & Camping
Furniture (7.1%). In 2010, winter sports equipment and accessories experienced annual
sales increases of 20%. The same applied to the outdoor market in 2010, while fitness
equipment achieved another 5% increase in sales compared to 2009, and running,
Nordic walking and racket sports 3%, respectively.
Over the last decade, Germany maintained the position of the 3rd largest importer within
the EU. Major competitors in the German market include China (approx. 50% import
market share), Italy (approx. 9%), Poland (approx. 8%), the Netherlands and France
(both approx. 4%), and the Czech Republic (approx. 3%). About 84% of all exports are
purchased by EU member states. The U.S. ranks second after Switzerland among the
most important non-EU buying countries, followed by Russia, Japan, Turkey and, to an
increasing degree, China.
Despite economic uncertainties, the German sporting goods market is expected to grow
moderately over the next few years, fueled largely by the increasing numbers of elderly
consumers taking up a more active lifestyle. Germany already has the largest proportion
(25 million) of the 50+ age group – the so-called “Best Agers” – within the EU, which is
expected to grow more rapidly than elsewhere. Sports activities remain a mega trend in
Germany, thus offering excellent opportunities for U.S. sports products manufacturers.
Beside winter sports, the demand for the all-season boom segment of outdoor sports, as
well as individual and team sports activities (e.g. running, golf, riding, swimming, soccer),
are expected to further increase.
(Sources: German Sporting Goods Manufacturers Association; German Association of
Sporting Goods Retailers; Individual Research)