Global brands enlarged their share in running and football footwear in Brazil last year, judging from a presentation held by GfK in São Paulo at a conference on consumer choices. But in the overall sports shoe market, the share of the Brazilian brands increased by 1.5 percentage points to 47 percent of sales in volume in 2012 as compared to the previous year.
The market research company, which has had a consumer panel covering the major cities in Brazil since 2010, found that the international brands raised their share of running footwear sales in volume to 67.1 percent in 2012, up by 2.5 percentage points from the previous year. These brands also increased their share in football boots by 2 percentage points to 62 percent.
The running category has been growing fastest for them, making up 21 percent of Brazilian sales in volume for the global brands in 2012 against 15 percent the previous year, For the local brands, running represented 12 percent of their sales of sports shoes, up by two percentage points. On the other hand, football accounted for 15 percent of the pairage sold by the global brands in Brazil, one percentage point more than the year before, and it remained flat at 11 percent for the Brazilian brands.
There is a substantial gap in prices between the national and global brands. None of the football shoes bought from the Brazilian brands sold for more than R$150 (€57.2-$75.1) a pair, whereas about 63 percent of those purchased by foreign brands were above that price. When it comes to running shoes, only 19 percent of those sold by Brazilian brands were above the R$150 price level compared with 81 percent for the global brands. Overall, the share of running shoes selling at more than R$150 in the market increased to 60.6 percent in 2012 from 53.9 percent in 2011.
GfK found that the average price of sports shoes in Brazil was relatively high overall, reaching an average of just over US$94 per pair. Per category, the average price reached $116 for running, $73 for football and $98 for leisure sports footwear. For a comprehensive analysis of the Brazilian sporting goods market, you may still order the Brazilian market report compiled by SGI Europe's editorial team.
