Boston, MA -- (SBWIRE) -- 10/06/2014 -- The trend towards a healthier lifestyle in Germany did not only affect the food and drink industry, being also the main growth driver of sportswear as the proportion of people who are actively seeking to improve their health and vitality through sport increased. In addition to involvement in sports clubs and gyms, more and more people also pursued fitness and health activities outside organised structures, inspired by regular health and fitness coverage in the media and on social networks.

Competitive Landscape

adidas continued to lead sportswear in its home market in 2013, ahead of Nike by a comfortable margin. However, after a successful football European Championships in 2012, adidas suffered a value sales decline of 1% in 2013, while Nike was on the rise again. In order to counteract this downward trend in Germany, adidas is aiming to extend its fitness collections for aerobics, yoga, dance and pilates. In this regard, adidas also plans to position its subsidiary Reebok as a fitness brand. Furthermore, the company will also continue to focus on new innovations such as ultra-light shoes which weigh only 100g. The company?s new outdoor wear collection, however, was very successful and offers further growth potential.

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Industry Prospects

The biggest trend influencing the sportswear category in Germany over the forecast period will be first and foremost demographic change. The population in Germany is not only shrinking but also ageing. In this regard, so-called seniors are moving away from their traditional roles. Instead of just going into retirement, older people are still playing an active role in society through volunteering, part-time employment or university study. Accordingly, older generations are also increasingly engaging in sports such as running, aerobics or fitness and so sportswear manufacturers and retailers are expected to focus more on this specific consumer group over the next five years.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Sportswear industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sportswear industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sportswear in Germany market research report includes:

- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of Sportswear in Germany?
- What are the major brands in Germany?
- How dynamic is the growth of clothing and footwear internet sales?
- What is the performance of women?s clothing vs men?s clothing?
- What % of clothing and footwear sales goes through grocery retailers?

Reasons to Get this Report

- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions

Product coverage: Sports Apparel, Sports Footwear.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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