Running shoe sales trends change
06/05/2010
According to market research company The NPD Group, overall sales of running shoes are showing signs of softening in some key global markets. However, sales of running shoes to be worn for running, rather than for casual wear, are posting modest gains globally.
The key markets where total sales of running shoes softened in 2009 are the US and Europe. Sales of running shoes fell slightly (0.9%) in the US after three years of gains. Sales also fell slightly (-0.1) in the European ‘Big 5’ countries (France, Germany, Italy, Spain and the UK). However, sales in Canada rose 4.6% and sales in Japan rose 1% compared with 2008.
In every geographic region NPD tracks, sales of athletic shoes ‘used for running’ outpaced the growth for overall running shoe sales. In the US, runners spend an average of $14.04 more on their footwear than leisure wearers, and in Europe’s Big 5 runners pay €9.80 more. Female runners are the drivers of this trend on both continents, paying even more than the overall trend.
“Purchases of running shoes that are ‘used for running’ continue to show strength as core runners around the globe remain passionate about their lifestyle,” said Marshal Cohen, chief industry analyst. “While purchases of ‘running shoes used for leisure’ are being challenged by new product offerings as well as some lingering economic pressures.”
In Japan and the European Big 5, the fastest growing brands included adidas, asics, and Nike, while Saucony, Puma, and Brooks were more successful in the US.
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