GfK Switzerland estimates that the Swiss sporting goods market was on the rise again in 2017, for the first time in several years, as it expanded by 3 percent to about 1.8 million Swiss francs (€ 1.5m - $ 1.8m) last year. The increase was driven by a double-digit growth rate for online sales, while the turnover of stationary retailers was stagnant. GfK explains that the market benefitted from two outstanding winter months in January and December. The cold weather in early December meant that retailers were able to sell at full prices at least until the holiday season. The Swiss trade was further supported by the rise in tourism, with more traffic in ski resorts. The summer and all-year categories were a little weaker. This particularly affected the sports apparel business, which already faced a tough comparison due to the absence of a major football tournament last year. GfK estimates that the share of online sales through retailers with a “.ch” domain has grown to make up about 10 percent of the Swiss sports market. That could increase further through Amazon, which does not have such a domain but has struck an agreement with Schweizer Post that could help make its deliveries faster and more transparent. GfK says that 2018 could be another good year for the Swiss market, supported by the football World Cup, provided that discount retailers do not drag prices down too strongly, and that winter conditions are favorable again.

Topics