The Netherlands’ sporting goods and athletic sector retail sales have increased €341 million (8.2% annually) from 2016-2019, with fitness being the most popular activity and online the most important sales channel…
The just-released SportFocus 2019 report is by InRetail, the largest Dutch trade association for the non-food retail sector. Some of findings cited in it include…
FITNESS IS MOST POPULAR SPORT ACTIVITY
Fitness continued to be the number one sport activity in the Netherlands, although its growth rate has slowed over the past three years. Running/jogging ranks second while walking/hiking is in third. Combined, these three account for 46% of the athletic sector. Winter sports turnover has increased an average of 9% annually from 2016-2019, but its share of the total has dropped slightly due to growth of new sports. Cycling, ice skating and climbing related sales all grew over the period, while aerobics/spinning/step experienced a decrease.
ONLINE IS BIGGEST GROWTH CHANNEL
The study found that over the past three years, fewer sporting goods customers in the Netherlands visited an independent sports shop, running specialty retailer or local branch of a sports equipment store chain to make a purchase. By contrast, sporting goods web shops, sport brand online shops and foreign web shops all showed increases of 25% or more over the period.
|SALES CHANNEL||2016 %||2019 %||% CHG|
|Sports Chain/Sporting Goods Mega Store||21%||26%||+22%|
|Local Independent Sport Specialist (1 sport)||29%||25%||-15%|
|Local Chain Store Branch (non-sports specific)||19%||17%||-10%|
|Online Department Store (with a sport assortment)||11%||17%||+53%|
|Online Multi-Sport Store||13%||16%||+28%|
|Sports Brand Store||12%||15%||+24%|
|Sports Brand Online Shop||7%||11%||+69%|
|Local Independent Sports Store (multiple sports)||11%||10%||-9%|
|Online Sport Specialist Store (1 sport)||7%||9%||+25%|
|Online Chain Store Web shop (non-sports specific)||5%||8%||+62%|
|Physical Stores Abroad||5%||5%||-4%|
|Sports Club Pro Shop||5%||4%||-15%|
|Online Foreign Web Shops||3%||4%||+31%|
|Online Secondhand Sports or Equipment Rental Shop||2%||3%||+32%|
The 22% increase shown above for consumers who have made a purchase in a sports mega store in the past year is due almost exclusively to Decathlon expansion into the Dutch market place over the 3-year period. Almost 1 in 4 sports consumers in the Netherlands has made a purchase at a Decathlon store in the past year.
Based on the report, three types of outlets are benefiting the most from the turnover growth in the Netherlands sport sector – web shops, sport brand retail (both stores and online) and new players in the marketplace. Their increased importance has reduced the share that was held by every other channel when compared to the 2016 report.
WHERE DUTCH CONSUMERS PURCHASE SPORTS & ATHLETIC GOODS
Here are the top 20 places Dutch consumers have purchased athletic/sports goods over the past year…
|All Other Online Shops||15%||Sport 2000||7%|