All consumer behavior articles
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ArticleRichard Kuchinsky: ‘A sustainable shoe must be a good shoe first, sustainable second’
Leading footwear designers reveal the complex trade-offs between sustainability and performance in running shoes.
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ArticleTracking the next stride of Germany’s performance running market 2025
Germany’s runners are consistent, data-driven, and increasingly value-conscious. These are the findings of SGI Europe’s Performance Running Report.
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WhitepapersWhitepaper: Future-proof textiles 2025
A practical whitepaper by SGI Europe in cooperation with RUDOLF, explaining how upcoming rules and consumer expectations reshape material compliance and product development.
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ArticleSecond-hand: From sustainability paradox to business case
Resale is moving from niche to growth engine. Fredrik Ekström explores how second-hand is becoming a business case.
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Market ReportsReport: The German Performance Running Market 2025
The Performance Running Market Germany 2025 Report delivers a clear picture of how runners in Germany choose, buy, and value their shoes. Based on a survey of 1,001 active runners and detailed pricing analysis, it reveals the consumer profile of runners, buying behavior, channel demand, brand preferences, price intelligence that maximize revenue, and the role sustainability plays in purchasing decisions.
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Infographics & DataThe rise of secondhand shopping and repair in 2023
Consumers in 2023 pivot to secondhand goods and repair services, championing sustainability while navigating economic pressures. This focused insight reveals a growing trend that’s reshaping consumer spending and driving the demand for longevity and environmental responsibility in all products.
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ArticleFrom Fandom to Fundom: transforming brand engagement
How do consumers and their habits change? What do they expect from brands and with which kind of brands do they engage? In our mini-series brand strategist Fredrik Ekström explains the transformation of the consumer and in this third out of four articles introduces the expression of “Fundom” and what it means for brands.
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Infographics & Data2023 consumer trends: Demand for sustainability among Gen Z and Millennial fashion shoppers
See how 2023’s fashion choices are being reshaped by Gen Z and Millennials’ unique sustainability values.
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Infographics & DataThe purchasing habits and motivations of “sporty” women
A new study has revealed the sports product shopping habits of women who regularly take part in sports. The results give an insight into what sports products women buy, how often, and what motivates their purchases.
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Infographics & DataBecoming a super-winner in the sporting goods industry: The numbers from McKinsey
Some of the key numbers and strategies from McKinsey’s webinar “Becoming a super winner in the sporting goods industry,” available now only at SGI Europe.
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ArticleThe best consumer-rated outdoor and cycling brands
Our latest exclusive big data analysis reveals which brands top the consumer ratings for outdoor and cycling brands from over 145,000 reviews
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Infographics & DataSustainability and Gen Z Consumers
We bring you some key numbers from the latest research into Gen Z consumers and their thoughts on sustainability. See what 9 out of 10 think.
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ArticleSustainability has become a status symbol for Gen Z
Gen Z consumers incorporate sustainable values but wish they had more knowledge. We explore what this means for brands and the mistakes to avoid.
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News briefsInner city shopping mobility: HDE publishes location monitor
The German Retail Association HDE has published its latest field study on consumer mobility for city shopping, conducted in association with GfK in Germany. The “Standortmonitor” (location monitor) 2022 reveals consumer preferences for means of transport while shopping in city centers. According to the report, 63 percent ...
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News briefsNew survey reveals Millennials’ favorite brands
Investment bank Roth MKM announced the results of its 2023 Millennial Survey; a proprietary survey examining current trends, spending patterns and favorite brands across eight consumer categories, including apparel and footwear, and health and wellness. Some of the key findings for the sporting goods industry include: For the second ...
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News briefsNPD and IRI unveil rebranding
IRI and NPD have unveiled a new combined company name and brand identity following their merger, which was announced in April 2022. The complex consumer behavior advisor will now be known as Circana (pronounced “Sir-kah-na”). Circana tracks millions of products spanning 2,000+ categories across 500,000+ stores in 20 countries, with ...
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News briefsGfK see 93 percent of Europeans on a spending freeze
In a recent study, market insights firm GfK shed light on the shopping behavior of European consumers in light of rising living costs and inflation. 93 percent of consumers in Europe have already adjusted their purchasing habits as household budgets are becoming tighter, according to the GfK comparison of 15 ...
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News briefsSustainability less of a priority in German purchases
The latest GfK Sustainability Index shows that consumers in Germany are planning fewer purchases based on sustainability in the near future. The index for January 2023 now stands at 93.3 points, 6.7 points less than the average for 2022. The index shows the importance of sustainability aspects in consumer purchasing ...
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ArticlePandemic curbed organized sports in Italy, but physical activity is on the rise
The number of registered sports participants in Italy dropped by 1,760,000 units in the 2019/20 period. The number of sports associations declined as well, with 5,166 of them shutting down during the two-year period. These are the key elements that emerge from I Numeri dello Sport 2019-2020 (Tr.: The Figures ...
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ArticleeBay survey analyzes shopping behavior during Covid-19 pandemic in Germany
In its consumer behavior analysis for the German website eBay.de, the online company eBay Ads has evaluated search queries during the extract search words and trends among its users. According to the report, two trends are becoming obvious: Search words like “well-being” and “cozy” have seen a significant increase compared ...
