The Western European sporting goods market grew by 3.8 percent in constant currencies in 2015, according to our annual analysis of retail sales in 15 countries. It was the same growth rate that had been registered in 2014, despite the absence of major sports events. In terms of euros, retail sales including VAT, i.e. consumption, rose by 5.4 percent to a new record of €59.2 billion. Adding sales in other countries, including Russia, the total European market can be roughly estimated at over €80 billion.
Above-average market growth in terms of local currencies was recorded last year in France, Italy, Spain, the U.K, Ireland, Sweden and Norway. The market declined in Belgium, the Netherlands and Switzerland. The Swiss market had the strongest decline, due in part to the strength of the Swiss franc. As in the previous year, the sports market was nearly flat in Austria and Denmark, and this time also in Finland.
Our estimates for the size of the market are based on a homogeneous definition of sporting goods, which includes golf products and sports bikes, for example, but not bicycles that are mainly used for transportation, as in the Netherlands. The variations in market size from one year to the other are based on input from NPD, national trade associations and local industry observers.
Adding to capricious weather conditions and a sluggish economy in most countries, increased competition from the internet and unclear positioning in the market probably led many leading retailers to lose market share. Without taking the same proportions as in the U.S., where Sports Authority and other major retailers have gone out of business, it made life difficult for several established sports retailers. USG in the Netherlands went bankrupt, but that was mainly due to excessive investments in other operations.
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