Marketmedia24 has launched its new “Branchen-Report Outdoor 2023,” which puts a spotlight on the market development in Germany from the pandemic years 2020 and 2021 to 2022, the latter a year overshadowed by war and inflation. Overall, Marketmedia24 sees 2022 as a year of slightly negative sales numbers (-1.4 percent) for the German outdoor trade.
For 2023, the researchers see an overall difficult market, with brick-and-mortar retail leading the list of distribution channels (46 percent market share) but under the pressure from the growing channel of e-commerce. The latter, however, has declined in 2022 by 1.7 percent, pausing from the continuous growth phase of the last years. Online retail held a stable second place (with 22 percent) in the 2022 ranking of distribution channels. In future years, the researchers still do not expect a change in the general tendency toward online retail. In figures, Marketmedia24 expects the market share of e-commerce at almost 30 percent, taking sales volume from brick-and-mortar retail.
Marketmedia24 expects a flat business for the coming years and a return to growth – in their best-case scenario – in 2026, with a growth of the outdoor market of 1.4 percent annually. During the coming years, brick-and-mortar outdoor retail will hold its leadership position among all distribution channels in the future, despite the increased pressure from digital shopping solutions, as the study wraps up.