NPD Sports Tracking Europe: Measuring Swimwear Sales
in Europe’s “Big Five” Nations

Swimwear across the “Big Five” European countries*

represents 1.3 billion Euros, or approximately 8% of the total sports apparel sales each year.

Summertime for many people is the key time for relaxing on the beach or by the pool – but it’s definitely not the most relaxing time for European swimwear industry executives and retailers. Sales recorded by NPD Sports Tracking Europe over the past year show that just over 80% of value sales in swimwear occurred within the April to September period in all of the “Big Five” countries combined. The remaining 20% of sales occurred between October and March.

Germany represents the largest swimwear market in Europe—just slightly ahead of Italy; however, as a proportion of total sports apparel sales in each country, swimwear boasts its highest share in Italy (12% of total sports apparel sales), followed closely by Spain (11%). The markets for swimwear in Great Britain and France are much smaller (6%, each).

Within the swimwear category, products for women account for approximately 75% of each country’s sales. Another interesting note: Women purchase swimwear for themselves, of course, but they also are responsible for more than one-third of all men’s swimwear sales.

NPD Sports Tracking Europe has been measuring the sports apparel market in Europe, through its consumer panel, for nearly two years. Swimwear is just one of many categories covered by this service. The market measurement for sports apparel is based on the NPD’s Sports Tracking Europe consumer panel of 25,000 households. Focusing on the sports trade, NPD Sports Tracking Europe measures sports footwear and sports apparel consumer behavior and product movement.

For more information about the European swimwear market, or other market segments Sports Tracking Europe monitors, please call Jez Fraser-Hook on 01932-355580 or e-mail jez_frazer-hook@npd.com

*Big five countries include Great Britain, Germany, France, Italy and Spain.