The French sporting goods market rose by “about 2 percent” last year, according to the French sporting goods retailer association, FPS, reaching a record level of €9.31 billion. The figure includes sales of bicycles (see the next article), ski rentals and other categories that are not always counted by similar associations in other European countries.
In contrast with the German market, which went down, the French market went up in spite of erratic weather conditions, which were particularly unfavorable during the months of January, July, November and December. An overall sales increase of 5 percent in the first half was followed by a drop of 2 percent in the second half.
Increases were recorded last year in both the performance and lifestyle segment of the market, said André-Pierre Doucet, chief statistician of the FPS. Sales of clothing were flat, but sales of sports shoes increased by 7 percent, especially in the fitness and running categories. Unlike the situation in the U.S., sales of toning shoes continued to increase.
Specialty retailers represented 78 percent of the French market, with the five major players aggregating more than 80 percent of their combined turnover of €7.3 billion. There were no major evolutions in the shares of the different types of specialty retailers, with integrated chains remaining at 48 percent of the total market, followed by the voluntary chains at 26 percent and the pure independents at 4 percent.
There are no viable estimates about the share taken by e-commerce in the market, but it is estimated at around 6 percent including the sales of pure and hybrid retailers.
According to FPS officials, the French market has been rising in part because of higher sports participation levels and a growing demand for sports lifestyle products by young women. FPS' estimates are based on the figures supplied by Décathlon and other retailers and on the consumer panel of the NPD Group, which covers only sports shoes and clothing.
For the first time since 2007, FPS is going to launch a nationwide survey of 5,000 consumers all over France through Ipsos on trends in sports participation, brand image and purchasing of sporting goods products. It will also conduct a separate survey of British tourists about their perception of the ski resorts.
FPS, which has opened up its membership to suppliers, is also organizing a pioneering project of environmental labeling for sports products, starting with ski boots and other items. Décathlon is participating in the experiment.
The association has also announced a cooperation agreement with the French bike industry association, CNPC, to work together on market research and the promotion of cycling. Many bike retailers are already among the 1,200-odd members of FPS.
