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NPD Sizes Up the Global Sports Market with Study for WFSGI
By Renaud Vaschalde, Industry Analyst – Sports
Competing in the global sports market – which includes athletic footwear, sports apparel, and sporting goods – is a game of strategy and opportunity. Until recently, sports marketers had no way to gauge the scope of the global sports arena. Through a study we conducted on behalf of The World Federation of Sporting Goods Industry (WFSGI), NPD recently estimated the actual 2005 global sports market size to be $235 billion.
Who are the market’s biggest competitors?
North America accounts for the largest portion of sales, with 45% share of the global market. The U.S. accounts for the lion’s share of North American sales with an estimated $98.4 billion, or 42% of the global market. Canadian sales account for $6.7 billion or 3% of the global market. While Asia is the largest market based on population, the continent only registers 19% of global sports sales, behind Europe at 30%.
Where’s the game going?
When looking at the market over the long term, Asia is clearly where the opportunities exist. And with China scheduled to host The Olympic Games in 2008 and India hosting The Commonwealth Games in 2010, those factors along with a growing economy could trigger a significant boost to industry sales in Asia.
Per Capita Sales of Sports-Related Products – By Region
Where in the world are the segments that are driving global sports sales? Our survey showed the clear standout is in sports apparel (also known as activewear). The sports apparel segment accounted for $102.6 billion in 2005 sales worldwide.
Interestingly, the athletic footwear and sports apparel markets are becoming more “fashion-driven.” Examples of this trend are everywhere, with sports-inspired leisure footwear as well as the technically-innovative products being re-marketed as fashion items. NPD has noted that many traditional sports brands are turning to famous names from the “haute couture” world to design sports collections and perhaps just as notably, many pure fashion brands are now designing sports-inspired collections.
Methodology
This study’s estimates of the global sports market’s size are based on NPD’s consumer panel tracking capabilities, statistical projections, and our sports industry expertise. We measure the athletic footwear and sports apparel markets in 10 countries, representing two-thirds of the global sports sales. For the remaining third, our estimates are based on assumptions related to Gross Domestic Product development.