The consumption of sports products remains lower in Spain than in many other countries, but the data collected by us (see the retail charts in this issue) and by the NPD Group (see our previous issue) indicate that it grew briskly last year. Apparently, it was driven both by fashion trends and by growing levels of sports participation. More than other sectors, it was also boosted by the country's improved economic conditions.
Whatever their definition, which seems to include sports-inspired sneakers, sports shoes have become part and parcel of the Spaniards' wardrobe catching up with international fashion trends. An estimated 60 percent of their users wear them every day, according to a survey conducted by Sprinter, the Spanish chain of sporting goods stores, but only 3 percent of them wear the shoes only for sports activities. The percentage of people who use these products only to practice sports grows to 6 percent within the 45-to-55 age group.
Sports shoes and sneakers are worn daily by 70 percent of those below the age of 24, with only 24 percent of them linking their use to the look of their clothing, the study shows. The ratio rises to 77 percent of the population for those above the age of 55, but most of them wear this type of footwear daily because of the comfort factor, independently of the look. Anyhow, according to NPD, Spanish consumers below the age of 34 represent nearly 60 percent of the total market for sports shoes, with female consumers staying away from this type of product after the age of 24. They also tend to buy the shoes in shoe shops and department stores rather than in the sporting goods stores.
Aside from the snearker trend, which has been reportedly getting even stronger in neighboring Portugal, Spanish government data show that sports participation grew by 45.9 percent in the country over the past five years, with increases of 22.4 percent among men and 51.6 percent among women. In the past year, 54 percent of the population aged 15 and over took part in sports activities, compared with only 22 percent in 2000, 25 percent in 2005 and 37 percent in 2010. An estimated 47 percent of women practiced some kind of sport in 2015, up from 30 percent ten years earlier. Keeping fit is the main motivation for 29.9 percent of the men and 32.7 percent of the women who practice sports. Lack of time is the main reason given for not taking part in sports.
When it comes to active sports participation, government data show that fitness, running and cycling are the sports activities that grew the most in Spain last year. Fitness is practiced weekly by 19.2 percent of the population. The ratios are 10.6 percent for running and 10.3 percent for cycling. More than 50 percent of Spanish households have a bicycle.
More than 50 percent of them also own at least one football. In fact, the football segment represents about 10 percent of the total Spanish sporting goods market, according to NPD. The football market is evenly divided between apparel and footwear, and both have been growing slightly. About 70 percent of it is dominated by three major brands. On the other hand, 60 percent of the purchases are made for people above the age of 14 and there has been no growth below this age level.
