NPD Group has taken a look at the trend toward “natural running” in Europe, and found that it makes up more than 20 percent of the core running segment in Germany. It also has a strong showing in Italy (10 percent), Spain (9 percent) and France (6 percent). The category has shown triple-digit growth in these countries, making it the fastest-growing segment. Natural running includes natural, minimalist and barefoot running footwear.
The Asics 33 collection of natural running shoes has made it into the top three styles in Germany as of the first quarter of 2012, just six months after its launch. Asics has positioned it as a “second shoe,” meant to be alternated with a regular running show to give the runner varied sessions. More than 40 percent of German runners use more than one type of running shoe.
Asics' 33 collection offers a less constructed shoe that still provides flexibility, comfort and protection while remaining lightweight. Asics will be adding new products to the 33 line (which currently consists of GEL-Excel33, GEL-Hyper33 and GEL-Volt33) for spring/summer 2013, featuring a “revolutionary new concept.”
NPD has found that the growth of the natural running movement has helped to spur growth in the running category as a whole, with notable increases in sales of cushioning shoes and trail footwear.
Within the cushioning category, in the first quarter Asics alone had double-digit growth in Germany, up by 36 percent, and France, up by 12 percent.
