The sportswear market - Italy (2025)

1.2 Global market analysis

The graph shows the estimated growth of the global sportswear market from **** to ****, expressed in billions of dollars. Starting at $***.** billion in ****, it is projected to grow steadily year after year, reaching $***.** billion in ****. In percentage terms, this is an overall increase of ** percent in six years, with an average annual growth rate of more than ** percent. The most significant steps are observed between **** and **** (***). Global Sportswear Market Value World, ****-*****, Billions of dollars Grand View Research

The global sportswear market can be segmented according to several parameters. First, dealing with the different types of products included in this market, the following categories can be identified:

Tops and T-shirts; Pants and tights; Surf and Swimmers; Sweaters and Hoodies.

The table below shows the percentage that each of the above categories represents in the total market size.

Sportswear Market - Segmentation by Product World, ****, in %. Source: ****

Notably, the chart above shows that the global sportswear market is not equally segmented into the different product categories supplied. In fact, apart from pants and T-shirts that cover almost the same percentage of the market size, the categories of swimmers and hoodies represent a smaller part of the global market under analysis. In addition, another ...

1.3 The European market

the graph shows the expected evolution of the European sportswear market between **** and ****, with values expressed in billions of euros. It starts with an estimated value of **.** billion in ****, growing progressively each year until it reaches ***.** billion in ****. This is an absolute increase of **.** billion and a positive percentage change of +**% over nine years, with an average annual growth rate of more than *%.

Value of the European Sportswear Market Europe,****-****,Billion Euros Global Market Insights

1.4 The Italian Market

The graph shows the value of the Italian sportswear market from **** to ****, with figures expressed in billions of euros. It starts from an initial value of ** billion in **** and reaches **.** billion in ****. The absolute increase over the period is *.** billion, corresponding to a growth of +**.* percent over five years, with an annual average of about +*.* percent.

Value of the Italian Sports Apparel Market Italy,****-****,Billions of Euro Market Research

1.5 Import and Export

In order to analyze import and export volumes for the market under analysis, it is necessary to refer to HS code **** - Tracksuits, swimwear and other garments. The graph below shows the comparison between imports and exports, as well as the trend of the coverage rate, calculated as the ratio of exports to imports.

Sportswear Market - Analysis of Imports and Exports Italy, ****-****, in millions of euros. UNComtrade

Notably, throughout the entire period under consideration (***), the value of exports from Italy to other countries was almost three times that of imports of goods into the country. The coverage rate remained fairly constant during the period-about *** percent-but decreased in **** when, due to Covid-**, relations and trade with other countries became more difficult, and Italy faced some barriers to exporting its goods. In addition, due to the restrictions, many companies in the sector were closed for several weeks, thus decreasing the amount of goods produced and ready to be shipped to other countries. However, given the general primacy of exports over imports, it can be concluded that the Italian sportswear market has a surplus in the trade balance.

Now, dealing with exports, the graph below shows that the main destination countries are ...

2.1 Overview of demand

Considering the demand for sportswear in Italy, it is worth analyzing the amount of goods produced and sold in the country. The following graph shows the trend that this demand has had over the past * years.

After a peak of *.** million in ****, production has gradually declined, reaching a low of *.** million in ****. A recovery is expected in **** with *.** million units produced, according to the projection calculated with a linear forecast (***).

The decline between **** and **** is -**.* percent, followed by a rebound of +**.* percent between **** and ****, indicating a potential recovery of production capacity or industrial reorganization.

Sportswear market - Production value Italy, ****-****, in millions of units. Source: ****

The pie chart shows the breakdown of sportswear production value in Italy in **** by product category. The predominant share is men's tracksuits, which alone cover **.** percent of the total. This is followed by women's tracksuits with **.** percent, while women's swimsuits account for **.** percent and men's swimsuits for just *.** percent. Ski suits, with a marginal share of *.** percent, are almost insignificant in overall production.

Categories of sportswear - Value of production Italy, ****, in %. Source: ****

2.2 The average spending of Italians

After an initial growth from €*.* in **** to €*.* in ****, there is a sharp decline in **** (***) predicts a slight increase to *.** €, signaling a positive trend.

Average monthly household expenditure on Sporting Goods Italy,****-****,current euros Istat,Istat

A fluctuating trend is observed: after an initial value of €*.** in ****, spending drops to €*.** in **** and falls sharply in **** (***) reaching *.** €, exceeding the pre-pandemic level. Average monthly household expenditure on Sports Services - practice Italy,****-****,current euros Istat, istat The value is high in the pre-pandemic two-year period, with €**.** in **** and €**.** in ****, and then drops significantly in **** (***) due to restrictions caused by the health emergency. In subsequent years, a gradual recovery is observed: €*.** in ****, €**.** in ****, up to an estimated €**.** in ****, obtained through linear projection with Excel. Average monthly household expenditure on Sports Services - attendance Italy,****-****,current euros Istat, Istat

2.3 The Drivers of Demand

Dealing with the demand drivers related to the sportswear market, it is of first importance to consider how many people play sports in their free time. According to research released byIstat in ****, there are an estimated ** million people aged three and older who play one or more sports, either continuously (***). Among men, **.*% play sports continuously and **.*% do so occasionally. For women, the percentages are lower: **.*% and *.*% respectively. However, as can be seen in the table below, sports practice is highest among **-** year olds and tends to decrease with age.

The table above shows the percentage of people in each of the age categories considered who participate in at least one sport, either continuously or occasionally. In order to have a clearer understanding of the key figures for this analysis, the chart below shows, for each of these age categories, the percentage of people (***) who play sports occasionally or continuously.

People who practice sports Italy, ****, in %. Source: ****

At this point, it is possible to infer a relevant predominance of young people who practice sports continuously, compared to older people. However, the graph also allows us to see that, for any age category, the percentage of those who play sports continuously is ...

2.4 New Demand Trends

Consumers are the main driver of business growth, and demand for sustainable and ethical products is growing among the younger generation

As for Generation Z and Millennials-meaning people born from the ****s to ****-** percent of them are sensitive to sustainable issues, including packaging, environmental issues, and sustainable lifestyles. In ****, **% of consumers chose sustainable products, increasing by **% in ****. In addition, **% of those generations chose respectful brands, up from **% in ****, and **% avoided using plastic whenever possible, with **% of them buying items with less packaging and **% of them buying from brands that promote sustainable practices. Furthermore, in ****, only *% of young shoppers said they were not interested in sustainability (***), and **% considered retailers' environmental and social efforts. Eventually, ** percent chose products with traceable and transparent origin, and ** percent of consumers chose clothing and footwear made from non-animal materials.

Despite the pandemic outbreak, the relevance of sustainability to the younger generation has continued to increase. Therefore, considering all the figures introduced above, it can be inferred that new trends in the demand for sportswear are mainly associated with the use of sustainable products, especially in packaging, as well as the ability of brands to manifest their commitment to sustainable issues and environmental protection [***]

3.1 Market structure and dynamics

In order to understand the structure as well as the most relevant dynamics of the Italian sportswear market, it is necessary to rely on data related toATECO **.**.* - Sportswear Manufacturing. In particular, when analyzing the trend in the number of specialized entities in the sector operating in the Italian market, the graph below shows a slow decline in the total number of entities from **** to ****, when it reached its lowest value (***). Subsequently, in ****, the graph below shows a recovery in the sector, with the number of entities returning to pre-**** values and also becoming much higher, reaching a value of **** entities across the country. The average growth rate associated with the number of entities available in the Italian market was estimated at *.** percent over the period from **** to ****.

Sportswear market - Number of entities Italy, ****-****, in units. Source: ****

Similarly, from the graph below, it can be seen that a similar trend to that presented in the total number of entities operating in the country was also registered by the total number of employees offering their service to the market.

Thus, after an inflection in the total number experienced in ****, when the number of employees in the sector reached a value ...

3.2 Value chain

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The value chain above shows how the distribution of sportswear products in the Italian market. In particular, it allows us to identify the importance of e-commerce and online channels, which developed mainly at the pandemic explosion-as explained in section *.*.

3.3 main players

The graph below shows the percentage of the market held by each of the major companies operating in the Italian sportswear industry based on their market share.

Sportswear market - Main players Italy, ****, in %. Source: ****

From the pie chart above, we can see that the most important brands in the industry together account for more than ** percent of the entire sector. In particular, among them, Nike and Adidas play the most prominent role, holding a market share of **.* percent and *.* percent, respectively.

In order to provide a detailed overview of the main players in the Italian sportswear market, we calculated market shares based on the turnovers available for each company and an estimate of the total value of the Italian sportswear market in ****, which is approximately *.* billion euros . Market shares were obtained by dividing each company's turnover by the total value of the market and multiplying by *** to obtain the percentage. Nike Nike is one of the global leaders in sportswear and maintains a strong presence in Italy as well.Although specific data for the Italian market are not available, globally, Nike has a market share of about **.* percent . Applying this percentage to the Italian market, one can estimate sales of ...

4.1 Type of the offer

Dealing with the Italian sportswear market, it is possible to list the following categories of products that are supplied within it:

Pants; Tracksuits; Jackets; T-shirts; Fleece lining; Sweatshirts; Windbreakers and Softshells; Coats; Raincoats; Polos; Shirts; Vests; Shirts.

4.2 Prices

In order to assess the consumer price index for the sportswear market, it is necessary to consider the broader category associated with ECOICOP **** - Garments, which also includes all products traded in the market of our interest. The graph below shows the evolution of the consumer price index trend recorded over the past five years.

Sportswear Market - Consumer Price Index Italy, ****-****, based on **** = *** Source: ****

From the data analyzed, it can be estimated that the growth rate of the consumer price index over the five-year period under observation is *.* percent. Finally, the table below shows, for any of the products listed in the previous section, an average price available on the market.

Category Price range in euros Pants **.** Jackets **.** T-shirts **.** Fleece lining *.** Windbreak and Softshell *.** Coats **.** Raincoats **.** Polo **.** Shirts **.** Vests **.** [***] After an initial decline from **.* in **** to **.* in ****, the index began to rise again, peaking at ***.* in ****, and then slightly falling back to ***.* in ****. Consumer price index for the whole community annual averages for Children's sportswear (***) Italy,****-****, (***) current euros Istat A steady decline is observed from **** to ****, with the index falling from **.* in **** to **.* in ****, then recovering slightly to **.* in **** and stabilizing at the same value in **** as well. Consumer ...

4.3 New trends in supply

According to a research paper published by PWC, as tools such as digital scaling, consumer collaboration platforms and augmented reality are introduced and begin to converge, companies and brands should:

Offer a unique and distinct experience to those who are less digitally inclined; Forge new strategic partnerships across the industry; Formulate a strategy to address the opportunities and challenges that will arise from the increasing incidence of online shopping, as well as review product ranges and offerings, supply chains, and the role of the physical store; Invest in advanced network technologies to enable more sophisticated customer segmentation; Integrate digital content, increasing the commercial impact of digital assets; Review the role of the physical store: security and convenience are key aspects of the shopping experience (***); Establish greater transparency in supply chains; Find new supply chain partners that adapt to changing consumer demands; Retrain staff so they can better understand the end-to-end customer journey and provide consistent, brand-aligned service; More volatile buying habits: pay more attention to quality and review product range and prices; Develop sustainable products and services to build customer loyalty.

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5.1 Regulatory framework

Dealing with sportswear and the legislation applicable to the subject, it is necessary to introduce and understand the law governing the textile labeling process. The labeling and presentation of textile products is regulated by EU Regulation No. ****/****. Specifically, the term "textile products" refers to all products which, in their raw, semi-finished, finished or made-up state, are composed exclusively of textile fibers, whatever the blending or joining process used, and are assimilated to textile products and subject to the preceding regulations concerning them:

Products containing at least ** percent by weight of textile fibers; Textiles, in which the textile components are at least ** percent by weight, used for the upholstery of furniture, umbrellas and parasols, and, under the same conditions, the textile components of multi-layer floor coverings, mattresses and camping goods, as well as insulating linings for footwear and gloves; Textile products incorporated into other products of which they are an integral part, provided that their composition is specified.

The regulation does not apply to textile products:

Intended for export to third countries; Introduced in transit, under consumer control, into member states; Imported from third countries for inward processing traffic; Given in processing, without being the object or transfer for consideration, to homeworkers ...

6.1 Segmentation

• Nike
• Adidas
• Under Armour
• Decathlon Groupe
• Reebok
• Lacoste Groupe
• Arena
• Asics
• Basicnet Group Kappa
• Champion
• Diadora
• Fila
• Palm Angels (New Guards Group)