Home / Knowledge / News / Textiles / Total sales of running shoes are softening – NPD

Total sales of running shoes are softening – NPD

04
May '10
According to The NPD Group, Inc.,a leading market research company, overall sales of running shoes are showing signs of softening in some key global markets, but sales of running shoes used by runners are posting modest gains globally.

The key markets where total sales of running shoes are softening are in the U.S. and in Europe. In the U.S. after three years of gains sales of running shoes fell slightly, by -0.9 percent in 2009. Sales also fell slightly in the European Big 5* countries, by -0.1 percent for the year. The international markets still posting growth are Canada where overall sales of running shoes were up 4.6 percent and in Japan sales were up 1.0 percent for 2009.

There is a bright spot of note and that is, in every geographic region NPD tracks the athletic footwear market sales of shoes 'used for running' outpaced the growth for overall running shoe sales.

Both in the U.S. and Europe, runners are willing to pay a premium; in the U.S., runners spend an average of $14.04 USD more on their footwear than leisure wearers, and in Europe's Big 5* they pay €9.80 more. Women runners are the drivers of this trend on both continents, paying even more than the overall trend.

Despite slight declines in the European Big 5* overall, France, Italy and Germany posted modest single digit increases. In the U.S., the slight overall decline was mitigated by higher average sale prices. In Japan, growth was driven by males, in all age groups, purchasing shoes at price points below $100 USD. In Canada, growth in sales was mainly driven by men, in addition to growth in the over $120 USD price points for both men and women.

“Purchases of running shoes that are 'used for running' continue to show strength as core runners around the globe remain passionate about their lifestyle,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc., “While purchases of 'running shoes used for leisure' are being challenged by new product offerings as well as some lingering economic pressures.”

The brands that have benefited most from this growth varied by geographic region, in Japan and the European Big 5* the fastest growing brands included adidas, asics, and Nike, while Saucony, Puma, and Brooks were more successful in the U.S.

“With motivation being the number one driving factor for sports participation, brands need to have a 'multi-message' marketing strategy in place,” noted Cohen, “One message for the hard-core athletes and the other to reach the consumer that is the more casual wearer.”

NPD Group Inc


Must ReadView All

Pic: Shutterstock

Apparel/Garments | On 10th Apr 2020

€5-mn EU emergency fund for Myanmar garment workers

In solidarity with Myanmar and the workers at risk in the garment...

Pic: Shutterstock

Textiles | On 10th Apr 2020

Govt exempts PPE, face mask import from customs duty

Considering the immediate requirement of personal protection...

Pic: Shutterstock

Textiles | On 10th Apr 2020

Opportunity for India post-Covid-19: Wazir Advisors

Post-coronavirus, some brands will follow the strategy of...

Interviews View All

Top executives, Textile industry

Top executives
Textile industry

Textile institutes need to change their curriculum

Neel Sawhney, One Friday

Neel Sawhney
One Friday

‘The share of kidswear segment in the online sector is still small in...

Abhishek Ganguly, Puma India

Abhishek Ganguly
Puma India

‘As a brand, Puma is always looking for new and innovative ways to inspire ...

Harsh Shah,

Harsh Shah

Established in 1956 with a small beginning, Embee today manufactures a...

Jason Remnant,

Jason Remnant

<div>Xaar plc develops digital inkjet technology; it designs and...

Awanda Booth,

Awanda Booth

Held every year in New York City, Surtex is a global business-to-business...

Larry L Kinn, Suominen Corporation

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Michaela Griggs & Peggy Schulz, Barco Uniforms

Michaela Griggs & Peggy Schulz
Barco Uniforms

Founded in 1929, Barco Uniforms started as an apparel company for beauty...

Alfonso Marra, Klopman

Alfonso Marra
Klopman

It was in 1968 that Klopman introduced the concept of poly/cotton workwear ...

Igor Chapurin, Chapurin

Igor Chapurin
Chapurin

"Now we can see the Russian trend in international fashion. And Russian...

Niti Singhal, Twee In One

Niti Singhal
Twee In One

Best known for convertible clothing, Indian brand Twee In One by designer...

Tony Ward, Tony Ward

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


April 2020

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Advanced Search