The Soccer Merchandise Market in Kenya is facing negligible growth, influenced by factors such as fluctuating consumer demand and low awareness of digital platforms. With the overall growth rate slowing down, the market is experiencing a challenging landscape for vendors and retailers in the Sports Market.
Customer preferences: As Kenyan consumers become more affluent, there has been a noticeable increase in the demand for high-end, officially licensed soccer merchandise. This trend is particularly evident among younger consumers, who view such merchandise as a symbol of social status and belonging to a global, sports-oriented community. Additionally, as access to the internet and social media continues to grow in the country, there is a growing preference for purchasing soccer merchandise online, which provides convenience and a wider selection. This shift towards e-commerce is also driven by the increasing preference for contactless shopping experiences in the wake of the COVID-19 pandemic.
Trends in the market: In Kenya, the Soccer Merchandise Market of the Soccer Market within the Sports Market is witnessing a surge in online sales, with a growing number of consumers preferring to shop for sports merchandise online. This trend is driven by the increasing use of smartphones and the availability of affordable internet access. This shift towards e-commerce presents opportunities for industry stakeholders to tap into a larger customer base and offer personalized shopping experiences. However, it also poses challenges for traditional brick-and-mortar retailers who may struggle to compete with online prices and convenience. Moreover, with the global rise of social media and influencer marketing, there is a growing trend of using social media platforms to market soccer merchandise, further boosting the industrys digital presence. This highlights the need for industry players to invest in their online presence and engage with customers through social media to stay relevant and competitive in the market.
Local special circumstances: In Kenya, the Soccer Merchandise Market is heavily influenced by the countrys deep love for the sport of soccer. The rich cultural tradition of soccer has led to a high demand for merchandise, especially among the youth population. Additionally, Kenyas geographical location in Africa has given rise to a unique market for locally made soccer merchandise, such as hand-crafted jerseys and accessories. The countrys growing economy and increasing disposable income have also fueled the market, with more Kenyans being able to afford branded merchandise. Government regulations on the import and sale of counterfeit goods have also played a significant role in shaping the dynamics of the market.
Underlying macroeconomic factors: The growth of the Soccer Merchandise market is also influenced by macroeconomic factors such as consumer spending patterns, GDP growth, and international trade policies. In countries with a strong national economy and supportive trade policies, the demand for soccer merchandise is higher due to increased disposable income and ease of access to imported products. However, in regions with economic instability and strict import regulations, the market for soccer merchandise is hindered by limited consumer purchasing power and difficulty in obtaining foreign goods. Additionally, global economic trends can impact the overall performance of the soccer market, as shifts in global trade and economic policies can affect the manufacturing and distribution of soccer merchandise on a global scale.
Data coverage:
The data encompasses B2C revenues. Figures are based on merchandise spending. All monetary figures refer to consumer spending on goods 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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