The Sports market in D-A-CH region is experiencing minimal growth, influenced by factors such as changing consumer preferences, technological advancements, and health consciousness. While soccer remains the dominant sub-market, the slow growth rate can be attributed to the saturation of popular sports and the emergence of alternative sports like American football and basketball. This, combined with the ongoing competition between traditional sports and the rising popularity of e-sports, has impacted the overall market growth.
Customer preferences:
The D-A-CH region has seen an increase in the popularity of personalized and functional sports apparel, as consumers prioritize comfort and performance in their athletic wear. This trend is further driven by the rise of athleisure fashion, blurring the lines between fitness attire and casual wear. Additionally, the demand for sustainable and eco-friendly products has grown in the Sports Market market, with consumers seeking to support environmentally responsible brands. This reflects a shift towards conscious consumerism and a desire for ethically-produced products.
Trends in the market: In the D-A-CH region, the Sports Market industry is experiencing a surge in the adoption of athleisure wear, driven by growing consumer demand for comfortable and versatile clothing options. At the same time, there has been a shift towards sustainability, with consumers seeking out eco-friendly and ethically sourced activewear. This trend is expected to continue, with the rise of eco-conscious consumers and the increasing popularity of eco-friendly practices. This presents an opportunity for industry players to innovate and cater to the changing needs and values of consumers. Additionally, the ongoing pandemic has accelerated the digitalization of the Sports market, with a rise in online fitness classes, virtual races, and virtual sports events. This trend is likely to continue even after the pandemic, as it offers convenience and accessibility to consumers. Industry stakeholders should consider integrating digital solutions into their business models to stay relevant and meet the evolving needs and preferences of consumers in the D-A-CH region.
Local special circumstances: In the D-A-CH region, the Sports Market is heavily influenced by the cultural preference for outdoor activities and the importance placed on physical fitness. This has led to a strong demand for sports equipment and facilities, as well as a thriving fitness and wellness industry. Additionally, regulatory requirements, such as strict labor laws and environmental regulations, can pose challenges for companies in this market. In contrast, neighboring countries like Austria and Switzerland have a high standard of living and strong economies, creating a prime market for luxury and high-end sports products.
Underlying macroeconomic factors: The Sports Market market in D-A-CH is heavily influenced by macroeconomic factors such as consumer spending, government policies, and economic stability. In countries with a strong economy and high disposable income, there is a higher demand for sports products and services, leading to market growth. Additionally, favorable fiscal policies and government support for the sports industry contribute to market expansion. However, economic downturns and political instability can negatively impact consumer confidence and spending, affecting the growth of the Sports Market market. Furthermore, global economic trends such as digitalization and the growing popularity of e-commerce are driving the need for online sales channels and technology-driven solutions in the sports industry.
Data coverage:
The data encompasses B2C and B2B revenues. Figures are based on media spending, merchandise spending, and ticket spending. All monetary figures for merchandise and tickets refer to consumer spending on goods or tickets in the respective segment, which can be online and offline.Modeling approach / Market size:
Market sizes are determined through a combination of bottom-up and top-down approaches, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per ticket, price on sport goods). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet consumption. This data helps us estimate the market size for each country individually.Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function or linear forecasting, as it fits the development of either strong growing markets or more sophistacted and saturated markets, such as soccer in Europe.Additional notes:
The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). We also account for the different cycles of international tournaments, such as world cups or continent cups. Consumer Insights data is reweighted for representativeness.
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