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Summary of our market study
The global backpack market, as part of the broader bags and luggage sector, showed recovery in 2021, reaching a value of $137.5 billion, despite the impacts of the COVID-19 pandemic. Backpacks, specifically, saw a 10.1% growth to reach $15.3 billion in 2021. The UK bag segment is anticipated to grow at a 5.92% CAGR between 2022-2026, with an expected revenue of $0.99 billion in 2022. UK backpack production exhibited volatility with £31.7 million in 2021, while the distribution landscape includes brand-owned stores, multi-brand distributors, and online-only players. Trends driving the market include a demand for multifunctional, innovative features, like wireless charging and increased online sales.
The UK trade balance in bags shows it is a net importer with a coverage rate of 39.7% in 2021. The market is segmented into categories including student, travel, and trendy backpacks, with varying brands catering to different price ranges. Demand determinants span from tourism, schooling, and sports activities; yet tourism saw a decline with only 19.1 million UK resident visits abroad in 2021, a 20% drop from 2020. The student segment remains substantial with 13.2 million individuals in the education system in 2020/2021, influencing a significant portion of backpack demand. Regulatory frameworks such as the Textile Products Regulations and UK's REACH outline labeling and compositional requirements for products entering the market, ensuring consumer safety and compliance.
Demand Dynamics in the Backpack Market
Backpacks, a staple accessory for travelers, students, and sports enthusiasts, have carved their niche in the accessories market, showing resilience and adaptability even amid the pandemic's challenges. The demand for backpacks within the market is primarily driven by three key consumer segments: travelers seeking functional bags for their adventures, students in need of practical and stylish backpacks for school, and sports enthusiasts looking for durable, activity-specific carriers. Tourism's Influence on Travel Backpacks Travel backpacks, a segment significantly affected by tourism trends, sees demand fluctuations correlating with the ebb and flow of travel activities. With UK residents making between 15 and 20 million visits abroad, reflecting a decline due to pandemic restrictions, the travel backpack market witnessed a consequently dampened demand.
Yet, the increasing popularity of local outdoor activities, such as leisure walking, with over 2 million annual searches for "walks near me," suggests a rising domestic interest in backpacks suited for short excursions and day hikes. Students: A Segmented Market Influencer Spanning from elementary to higher education, the student population in the UK numbers over 10 million. This sizable demographic represents a significant market for backpack manufacturers, with an annual back-to-school spending crossing the 1 billion GDP threshold. It's notable that parents and students prioritize different factors when selecting backpacks, with quality, durability, and trendiness jostling for top positions. Moreover, as students become more technology-savvy, the demand for backpacks with built-in tech features, such as USB ports and RFID protection, is on the rise.
Sports and Recreation: A Market Fuelled by Active Lifestyles Sports enthusiasts make up the third pillar of the backpack demand structure, adding momentum to the market with their search for specialized, durable backpacks that cater to specific sports needs. This consumer segment showcases a preference for backpacks that not only offer functionality but also integrate advanced features like hydration systems and secure gear compartments. Online Shopping: An Evolving Purchase Channel The growth of online retail has been a notable trend in the UK. The convenience of e-commerce has seen a significant portion of backpack sales move online, a shift further accelerated by the pandemic. However, with the reopening of physical stores, a slight decrease in online sales proportions has been observed, signaling a possible balance between digital and in-store shopping experiences. In conclusion, the backpack market in the UK is shaped by a diverse consumer base, driven by a blend of functional, educational, and recreational needs.
Key Players Shaping the Backpack Market Landscape
The backpack industry boasts a diverse array of players, with each company carving out its niche by catering to specific consumer needs, embracing innovative designs, and adhering to lifestyle trends. Here we outline some of the main contenders making significant strides in the market.
- Osprey stands out as a brand specializing in high-performance backpacks designed for outdoor enthusiasts. Osprey's dedication to creating durable bags with technical features for trekking and mountain use has earned them a loyal following among adventurers.
- Samsonite, a name synonymous with travel luggage, extends its reputation for quality to the backpack segment. Known for robust and stylish offerings, Samsonite captures a portion of the market looking for reliable travel companions.
- North Face is a brand that combines utility and fashion, offering sporty yet trendy backpacks that appeal to both serious hikers and urban explorers. Their innovative features and enduring materials keep them at the forefront of the outdoor lifestyle market.
- Eastpak has become a staple amongst students and everyday users seeking functional fashion. Their backpacks are known for practical designs with a modern aesthetic, merging the need for comfort with the latest trends.
- Primark and Zara represent fast fashion brands that continuously update their backpack offerings to align with the latest style movements, providing affordable options for fashion-conscious consumers.
- Knomo differentiates itself with a focus on urban professionals who demand both functionality and sleek design. Their backpacks often feature compartments for technological devices, marrying practicality with a clean and professional look.
- JanSport, an ever-popular choice among students, continually evolves to include features like integrated charging stations and organizational aids, staying in tune with the digital needs of today's youth.
- Gregory Mountain Products caters to the niche of serious mountaineers by equipping their backpacks with removable solar panels and other high-tech advancements, pushing the boundaries of what a backpack can offer in terms of utility.
- Burberry stands at the top end of the market, with luxury backpacks that not only serve functional purposes but are also considered upscale fashion statements.
- JD Sport, Costwold, and Sport Direct are among the multi-brand distributors, providing an extensive range of backpacks from various brands, catering to the needs of different customer segments, from casual daily use to specialized sports use.
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Summary and extracts
1 Market overview
1.1 Definition and presentation
A backpack is a bag worn on the back that holds the weight of its contents on the shoulders with padded and adjustable straps and sometimes even on the hips with a belt. Its volume capacity is expressed in liters and varies from half a dozen liters for running bags to several dozen liters for trekking and mountain models. Different types of backpacks are included in our market analysis:
- School, sports and hiking backpacks;
- Daily use and urban backpacks;
- Leather backpacks.
The backpack market is driven by several elements:
- tourism and outdoor activities
- schooling and employment
- innovations and new technologies that make the offer evolve
The backpack market is part of the larger market for bags and luggage which, after having experienced a decline at the time of the pandemic, is on an upward slope. Thus, between 2020 and 2021, the backpack market grew by +10.1%.
1.2 The global market
The global market for bags and luggage
global Bag & Luggage Sales Development World, ****-****, in billions of dollars Source: ****
The global market for bags and luggage will reach $***.* billion in ****, showing that the market is starting to recover without yet catching up to pre-crisis levels.
The global backpack market
The global backpack market is estimated to reach $**.* billion in ****, up **.*% from ****. The market continues to be negatively impacted by the pandemic.
In fact, the main growth drivers of the market are recreation, tourism and commuting. These markets have all been slowed by the pandemic.
global backpack sales trend World, ****-****, $ billion Source: ****
The backpack's share of the broader bag and luggage market has been stable over the past three years.
market share evolution World, ****-****, in % Source: Samsonite Source: ****
1.3 The backpack market in the UK
The bag segment revenue is expected to reach USD *.** billion by ****. The market is expected to grow at a CAGR of *.**% annually (***).
In global comparison, most of the revenue is generated in the U.S. (***).
evolution of bag sales revenues in the United Kingdom United Kingdom, ****-****, in billions of dollars Source: ****
In ****, the pandemic led to a decline in the bag market in the UK caused by a halt in many activities and mobility.
1.4 International trade
UK trade balance in bags United Kingdom, ****-****, in billions of dollars and in % Source: UN Comtrade Code used: **** - Trunks; suit, camera, jewellery, cutlery cases; travel, tool, similar bags; Wholly or mainly covered by leather, composition leather, plastic sheeting, textile materials, vulcanised fibre, paperboard
The United Kingdom is an importer of bags with a coverage rate in **** of **.*%. Main countries supplying bags United Kingdom, ****, as % of total value Source: ****
Three countries account for more than */* of imported bags: China, followed by Italy and France.
Top UK customers for handbags United Kingdom, ****, as % of total value Source: UN Comtrade Exports are more fragmented, with only Macau and Hong Kong really standing out, accounting for **.*% of the total value.
2 Analysis of the demand
2.1 Demand and its determinants
Backpack consumers have various profiles
The demand for backpacks is generated mainly by * segments:
Travelers students Sports enthusiasts
Each of these segments has different preferences and habits, which are reflected in the type and style of backpack they purchase. Travelers are more likely to purchase a backpack with a larger capacity and convenient compartments to store their personal belongings, while students are looking for backpacks that combine practicality with current trends. In addition, sports enthusiasts are interested in backpacks that are tailored to their sport, constructed of durable technical material and with easily accessible zippered pockets.
Several trends are shaping the bag and luggage market
Personalization: Consumers are increasingly looking for experiences when buying and consuming products. They are looking for ways to personalize their bags and luggage, which builds brand loyalty and customer engagement Premiumization: Consumers place a higher value on superior quality and are willing to pay a higher price for a unique or differentiated product. Sustainability: Consumers, especially the younger generations, are increasingly looking for sustainable options. They prefer products that have a lower ethical and environmental impact and demand transparency from manufacturers and suppliers A more practical lifestyle: Consumers are increasingly choosing more sporty and practical options, ...
2.2 British tourism
The demand for travel backpacks is strongly linked to tourism and travel data, and is highly variable depending on the time of year.
In ****, UK residents made **.* million visits abroad: a number that is **% lower than in **** - a direct result of pandemic restrictions.
Travel by UK residents abroad United Kingdom, ****-****, in millions of visits Source: ****
An analysis of of walking-related keywords using the KWFinder tool to determine the number of searches for walking-related terms in the UK led to the following results: Our Sporting Life
The term "walks near me" is searched for an average of ***,*** times per month in the UK - extrapolating this figure to over * million searches per year, highlighting the popularity of leisure walking in the UK. The popularity of this search in the UK has grown significantly in recent years, with searches for the term only beginning to increase significantly in ****. In May ****, there was a spike in interest - an increase that can likely be attributed to the Covid-** pandemic. Proportional to population size, the term is most searched for in Warrington, followed by Stockport and Lincoln while the three locations where the term was least searched for were Swansea, Cardiff and Newport, ...
2.3 Students, another major segment of demand
Students represent a large segment of the demand for backpacks. In fact, most students prefer to use a backpack rather than a bag to bring their books to school to avoid back and shoulder injuries.
In the following graph, the number of students from elementary to high school and the number of students in higher education were counted.
They are **.* million in the year ****/****, a number that has increased by *.*% between ****/**** and ****/****.
evolution of the number of people in school United Kingdom, ****-****, in millions Source: ****
Spending on back-to-school items in **** is GDP *.** billion.
Spending on back-to-school items United Kingdom, ****-****, in billion GDP Source: ****
The vast majority of spending on back-to-school items is on clothes (***). Bags account for *.*% of spending.
Breakdown of back-to-school spending by type of item United Kingdom, ****, in millions of visits Source: ****
Additionally, it is important to note that the demand for backpacks for preschool, primary and lower secondary students is not direct. In these cases, students only partially influence the choice of backpacks, which is then ultimately made by their parents. Parents report being most influenced by quality (***) when purchasing items for their three children for the school year. On average, women are more attentive to ...
3 Market structure
3.1 Forces at work
Generally, backpacks are manufactured in Asia then transported to Europe or America. Afterwards, they are transported to the wholesalers where they are stored before being dispatching to stores and end users.
3.2 Backpack production in the UK
evolution of bag sales in the United Kingdom United Kingdom, ****-****, in millions of GBP Source: ****
The UK production of backpacks amounts to GBP **.* million in ****, and is volatile in nature, as shown in the graph above.
It can be assumed that this volatility is correlated with the presence of players positioning themselves on Made in Britain and their lifespan.
3.3 Backpack distribution in the UK
The distribution of backpacks is managed in * main types of players:
Own brands that distribute online and physically: luxury brands through their own boutique: Burberry sports brands: North Face, fast fashion brands: Primark, Zara... brands specializing in backpacks: Osprey, Eastpak,
Multi-brand distributors: physical and online generalist players. department stores: Harrod, Selfridges... general sports brands: JD Sport, Costwold, Sport Direct department stores second hand stores
Pure players who are only on the online channel: high-end generalist sites : Farfecht generalist sites : Asos resale and second-hand sites: ThredUp, Vinted, Vestaire Collective...
The rise of online sales
Consumers are increasingly turning to online sales. The British consumer has indeed a strong taste for online shopping. The following graph shows the evolution of the proportion of online sales in the total retail trade in the UK. There has been a steady increase since **** with a sharp rise of **% in the first half of **** corresponding to the start of the health crisis. After a peak in the first half of ****, the share of online sales has experienced a decline, probably related to the gradual reopening of physical stores.
Evolution of the online share of retail sales in the UK United Kingdom, ****-****, in percent Source: ****
4 Analysis of the offer
4.1 Typology of the offer
Prices are directly linked to the type of product and the brand of the product. Generally, we find the following price ranges: School, sport and hiking backpacks : between ** and ** pounds for basic products, ** and ** pounds for mid-range products and between ** and *** pounds for high-end brands specialized on a particular segment; Everyday and urban backpacks : prices are similar to the previous category; Leather goods backpacks : generally between ** and ** euros for classic backpacks, but prices can reach several hundred pounds or even thousands for the big luxury brands; Large backpacks : between ** and *** pounds in entry-level, depending on the model, and up to several hundred euros for backpacks of specialized brands with products with very advanced technical features (***) ; Connected backpacks: from *** pounds and up to several hundred euros depending on the options included. Batteries are usually purchased separately.
4.2 Backpacks in the grip of innovation
A backpack can be equipped with a wireless charger and a built-in power bank to charge smartphone or any other wireless gadget while on the go. Smart backpacks may also have other useful options, such as built-in speakers, anti-theft zippers, a built-in LED light or even solar panels.
Jan Sport example
Some common demands have emerged, such as the need for waterproof compartments and easy access areas for the most valuable items. Hikers, for example, explained that they keep the most important things - such as food and signal lights - on top of the backpack, safe from potential moisture damage. This information applied to the average user - for example, students and their smartphones - has made JanSport employees aware that new backpacks will need to be very carefully organized internally.
For the past few years, new JanSport backpacks have indeed had a small top pocket accessible from the outside and large enough to hold a wallet or smartphone.
JanSport also created Digital Burritos, an unrollable purse for students to keep wires and chargers in order.
Other companies produce backpacks for specific groups of people
Tylt produced a backpack with an internal power supply that can charge up to three ...
4.3 A multitude of British players are positioning themselves in the urban asset niche
As the lifestyle of working people is changing: new means of transportation, new habits, new type of equipment; brands are trying to propose an offer always more adapted to their new needs, like the waterproof backpacks, protecting personal belongings,
Knomo whose positioning is bags made for urban people who need a functional, high quality design with a touch of personality and aesthetics. The London-based brand is a proponent of sustainable quality and practicality, and ensures that its bags are made with sustainable materials from reputable suppliers around the world.
Example : the Novello, which costs *** GDP and ensures plenty of functionality: padded pockets that can hold a **-inch laptop, a second smaller one, both padded. It has three other padded pockets for storing fragile items, as well as enough room for a sports kit or a change of clothes. Knomo has also included a small phone-sized pocket with RFID blocking, and like all Knomo bags, it has a unique serial number and owner registration system
5 Regulation
5.1 World Customs Harmonized System
Textile Products (***) Regulations
Importers and manufacturers of these products must ensure that the product bears a label that clearly communicates the composition of the textile fibres contained in the product if they intend to place these products on the UK market.
Thus, the Textile Products (***) Regulations still refer to the EU Textile Labeling Regulation ****/**** and the Fiber Composition Regulation in certain parts.
According to the regulation, only the specific names in Annex I of Regulation (***) No. ****/**** can be used for textile fibers. You should seek advice from local trade standard services if the name of a textile fiber is not listed.
Examples of listed textile fibers commonly found in the apparel and textile industry include:
Wool Polyester Nylon Silk Cotton
In addition, any non-textile parts of animal origin must be clearly identified by labeling or marking. For example, if the product contains animal parts, it must be marked or labeled with the phrase "contains non-textile parts of animal origin."with the exception of mechanized processing codes, abbreviations should not be used.
Importers and manufacturers of textile products must ensure that the label or marking is on the product or its packaging and that its information content is accurate. The labeling and ...
6 Positioning of the actors
6.1 Segmentation of actors
Student Backpacks
Travel backpacks
- VF Corporation
- Nike
- Converse (Groupe Nike)
- Lowe Alpine (Rab Equipment group)
- Osprey Europe
- Hedgren
- Samsonite
- Herschel Supply Co.
- Columbia Sports Wear
- Deuter (Groupe Schwan Stabilo)
- Go Sport France
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