According to GfK Switzerland, the Swiss sports market (excluding bicycles), like other non-food markets, benefited from the pandemic and recorded a 14 percent increase in growth to just under 2 billion Swiss francs, thus reaching record levels. For once, all sectors contributed to the double-digit sales growth: Hardware with +11 percent, footwear with +16 percent and apparel with +14 percent. The outdoor, fitness and winter sports sectors, in particular, developed well, as did soccer, which benefited from the European Championship and the resumption of the championship in the lower leagues. A trend toward comfortable casual and sporty shoes was also noticeable.
The online business was also thriving: Around 27 percent of all sports sales were made on the Internet. Growth was strong at 20 percent but clearly lower than the previous year. On a more positive note, over-the-counter retail also grew by around 10 percent. Brick-and-mortar stores remain attractive, with all the benefits of advice, service and experience.
The bicycle market has also stabilized at a very high level. Sales of complete bicycles were slightly down on the previous year with around 500,000 units due to severe supply bottlenecks. However, e-bikes continue to enjoy great popularity. Sales in units increased by 9 percent, meaning that over a third of all newly sold bicycles have an electric drive. Supply bottlenecks and delayed deliveries at higher prices will be the case also in 2022.
Due to the unique initial phase following an excellent sports market year, a forecast is difficult due to the current geopolitical situation, post-Covid consumer behavior and generally rising prices, according to ASMAS, the Swiss sports retail association. It is highly probable that large portions of the billions of Swiss francs additionally spent in Swiss retail, including the sports and bicycle markets, in the last two years will now be spent again on vacations abroad, as well as on culture and culinary delights.
