The NPD Group reports that the market for sports shoes and clothing in the ?big five? countries in Europe turned to growth in the third quarter of 2010. While the net tally was a mere +0 percent, this indicates that the market may be finally recovering after several negative quarters. Positive figures are expected for the fourth quarter thanks to very cold temperatures and a lot of snow, so NPD is predicting that the full year will show a positive result, compared with a negative 1 percent in 2009.
In the 12 months ended last Sept. 30, NPD reports, the French and German markets recorded some growth, the U.K. was stable, and Spain and Italy lagged behind. In these countries, the World Cup helped to add €85 million to the total retail turnover compared with 2009.
Over the same period, footwear sales gained ground on apparel, thanks to an increase in volume in the main five European markets; unit sales were up by 3 percent. Apparel sales should show an improvement for the fourth quarter throughout Europe, though, because of the weather. In France, for example, December was 3 degrees Celsius below the average, breaking a 40-year record.
Online sales were another source of strength for the sector in the 12 months through Sept. 30, jumping by €270 million compared with the same period in 2009.
Average sports apparel prices began to rise in the major five European countries in the third quarter of 2010, according to analyst Renaud Vaschalde, the NPD analyst, but this effect had not yet been felt in footwear (more information in NPD's regular quarterly market research reports).
