According to the NPD Group, global sales of sporting goods to consumers declined by 2 percent in 2009 to $282 billion, the first annual drop since 2005, when the international market research company started tracking down the evolution of the world market. However, NPD expect the figures to rebound with a 1 percent increase for 2010, boosted by the World Cup and a stabilizing U.S. market.
NPD’s global figures are expressed in dollars, indicating that the market performed a little better on a constant-currency basis.
The 2 percent sales drop estimated by NPD for the global market between 2008 and 2009 was fueled by declines in the U.S. (down by 4 percent) and Japan (a 5 percent decrease) that could not be offset by gains in other regions such as the Middle East, with 3 percent growth, and North Africa, rising by 5 percent.
Sports equipment sales in Europe were up by 1 percent, and footwear in Asia rose by the same amount, said NPD in its press release, without being more specific on the overall performance of the European market. NPD has already reported declines of 1.7 percent in sports shoes and 3.7 percent in sports and leisure apparel for the five major Western European countries combined (see SGI Europe No. 23+24 of July 13)
Offering its study to interested parties, NPD pointed out that purchases of footwear, apparel and equipment meant to be used for sports performed more strongly in Europe and Asia than in the U.S., where they fell by 4 percent. This more technical market fell by only 1 percent in Europe and grew by 1 percent in Asia. But products purchased for “sport style” were down everywhere - from the U.S. (-3%) and Europe (-3%) to Asia (-1%).
