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MANAGEMENT SUMMARY – THE STATE OF TRADE SURVEY 2020STATE OF TRADE
AUGUST 2021 | PRIVATE & CONFIDENTIAL
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 2
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY
CONTENTS
1. BACKGROUND INFORMATION AND DATA GUIDELINES
2. EUROPE PRODUCT SUMMARY – € VALUE
3. EUROPE PRODUCT SUMMARY – UNITS
4. CATEGORY DEVELOPMENT
5. CATEGORY OVERVIEW
6. REGION OVERVIEW
7. REGIONAL DEVELOPMENT
8. COUNTRY ANALYSIS
9. BRAND PARTICIPANTS
1. BACKGROUND INFORMATION AND DATA GUIDELINESReport ObjectiveThe overall objective of the report is to provide a viewpoint of the size of the outdoor markets in Europe as defined by the market definition used in the report. The metrics included in the report include units and value in Euros.
Market DefinitionThe definition of outdoor products can differ across the industry and by research company. The definition used by the European Outdoor Group (EOG) in this report includes specialist outdoor and lifestyle products used for hiking, trekking, climbing (indoor and outdoor), mountaineering and camping. The report excludes wider recreational products used for sailing, surfing (and other water based sports), hunting, and fishing and board sports.
Data CollectionParticipating companies are responsible for inputting data correctly and completely and to respond to any data enquiries during the data collection.
Data guidelinesWhile the report does provide growth figures these should be interpreted within the data guidelines:
The market development is based on the aggregated results of the inputted data. Companies with extreme declines and growth are excluded from the growth to provide the growth average of ‘non fluctuating’ companies.
Where brand coverage is lower it is possible to see more data fluctuations. For example, in some of the Eastern European markets and in some of the product subcategories.
Disclaimer The contents of this report are confidential to the participating brands. Any disclosure, copying, further distribution or action taken in reliance on it without authorised access by the European Outdoor Group is prohibited and may be unlawful.
This market research study has been compiled in good faith by the European Outdoor Group. However, no representation is made as to the completeness or accuracy of the information it contains. In particular, you should be aware that this information may be incomplete, may contain errors or may have become out of date. The EOG shall not be liable for any direct, indirect, incidental, special or consequential damages, resulting from the usage of any content from this report.
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 3
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 4
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY
2. EUROPE PRODUCT SUMMARY – € VALUE
0.0
0.2
0.4
0.6
0.8
1.0
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 5
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY
3. EUROPE PRODUCT SUMMARY – UNITS
APPAREL
€97.4MFOOTWEAR
€37.9M
BACKPACKS
€13.6M
TENTS
€2.5M
S/BAGS & MATTS
€4.1M
ACCESSORIES
€39.6M
CLIMBING
€8.0M
€203.1MUNITS 2020
APPAREL
€111.9MFOOTWEAR
€42.5M
BACKPACKS
€16.7M
TENTS
€2.8M
S/BAGS & MATTS
€4.8M
ACCESSORIES
€40.9M
CLIMBING
€8.2M
€227.8MUNITS 2019
APPAREL
€97.4MFOOTWEAR
€37.9M
BACKPACKS
€13.6M
TENTS
€2.5M
S/BAGS & MATTS
€4.1M
ACCESSORIES
€39.6M
CLIMBING
€8.0M
€203.1MUNITS 2020
APPAREL
€111.9MFOOTWEAR
€42.5M
BACKPACKS
€16.7M
TENTS
€2.8M
S/BAGS & MATTS
€4.8M
ACCESSORIES
€40.9M
CLIMBING
€8.2M
€227.8MUNITS 2019
2019 / 2.3%
2020 / -11%
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 6
4. CATEGORY DEVELOPMENT
Total market sell-in value was
€5.3bn
* Note this is a retail estimate based on the weighting used by the brands. It does not take account of any discounting or price promotions of stock and should only be used as a guide. (As not all stock is sold at the original retail price)
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY
VALUE UNIT % CHANGE % CHANGE
Apparel -10.4% -12.9%
Backpacks & Luggage -16.9% -18.6%
Climbing Equipment -1.4% -2.8%
Footwear -10.4% -10.8%
Outdoor Accessories 0.6% -3.2%
Sleeping Bags & Mattresses -5.9% -14.3%
Tents -1.1% -11.2%
ALL CATGORIES -9.5% -10.9%
SALES % CHANGE IN VALUE AND UNITS – 2020 COMPARED TO 2019
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 7
* Includes 7 categories – poles, navigation, snow and safety, camping furniture, cooking, eating and hydration, lighting, misc accessories.
** Figures are shortened and may include rounded or simplified data.
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY
BY CATEGORY VALUES 2019 M VALUES 2020 M % Value UNITS 2019 M UNITS 2020 M % Unit
Apparel 2899.89 2598.95 -10.4% 111.86 97.38 -12.9%
Backpacks & Luggage 408.49 339.35 -16.9% 16.65 13.56 -18.6%
Climbing Equipment 146.95 144.95 -1.4% 8.19 7.96 -2.8%
Footwear 1690.97 1515.30 -10.4% 42.54 37.92 -10.8%
Outdoor Accessories 411.78 414.45 0.6% 40.94 39.64 -3.2%
Sleeping Bags 113.72 107.03 -5.9% 4.77 4.09 -14.3% & Mattresses
Tents 154.70 152.95 -1.1% 2.83 2.51 -11.2%
ALL CATEGORIES 5826.51 5272.97 -9.5% 227.78 203.06 -10.9%
5. CATEGORY OVERVIEW
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 8
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY
6. REGIONAL VALUE IN EUROS
760m
-9%
14%
916m
-10%
17%
1.9BN
-9%
37%
291m
-7%
6%
1.1BN
-11%
22%
199m
-10%
4%
€ – SELL IN VALUE
% CHANGE
SHARE
UK & BENELUX SOUTHERN EASTERNDACHSCANDINAVIA RUSSIA
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 9
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY
7. REGIONAL DEVELOPMENT
VALUE % CHANGE YEAR ON YEAR
VOLUME % CHANGE YEAR ON YEAR
ALL COUNTRIES
-9.5%
ALL COUNTRIES
-10.9%
DACH -8.7%
DACH -7.8 %
UK & BENELUX -10.2%
UK & BENELUX -7.2%
SOUTHERN -11.2%
SOUTHERN -16.0%
SCANDINAVIA -8.8 %
SCANDINAVIA -14.7%
EASTERN -7.0%
EASTERN -8.7%
RUSSIA -10.3%
RUSSIA -12.9%
-12
-10
-8
-6
-4
-2
0
-20
-15
-10
-5
0
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 10
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY
8. COUNTRY ANALYSIS – BENELUX
BENELUX
APPAREL
€37.6MFOOTWEAR
€13.9M
BACKPACKS
€8.2M
TENTS
€2.2M
S/BAGS & MATTS
€2.6M
ACCESSORIES
€4.5M
CLIMBING
€1.8M
€70.9MVALUE
2020
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 11
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY
8. COUNTRY ANALYSIS – AUSTRIA
DACH – AUSTRIA
APPAREL
€133.2MFOOTWEAR
€89.4M
BACKPACKS
€12.9M
TENTS
€3.3M
S/BAGS & MATTS
€3.6M
ACCESSORIES
€33M
CLIMBING
€11.4M
€286.7MVALUE
2020
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 12
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY
8. COUNTRY ANALYSIS – SWITZERLAND
DACH – SWITZERLAND
APPAREL
€154.6MFOOTWEAR
€81.6M
BACKPACKS
€20.9M
TENTS
€3M
S/BAGS & MATTS
€6.3M
ACCESSORIES
€33.8M
CLIMBING
€11.5M
€311.6MVALUE
2020
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 13
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY
8. COUNTRY ANALYSIS – GERMANY
DACH – GERMANY
APPAREL
€638.7MFOOTWEAR
€401.7M
BACKPACKS
€115.6M
TENTS
€42.2M
S/BAGS & MATTS
€28.7M
ACCESSORIES
€91.4M
CLIMBING
€28.1M
€1346.5MVALUE
2020
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 14
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY
8. COUNTRY ANALYSIS – CZECH REPUBLICEASTERN – CZECH REPUBLIC
APPAREL
€26.6M
FOOTWEAR
€42.3M
BACKPACKS
€5.6M
TENTS
€2.2M
S/BAGS & MATTS
€2.2MACCESSORIES
€6.1M
CLIMBING
€3.4M
€88.6MVALUE
2020
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 15
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY
8. COUNTRY ANALYSIS – POLAND
EASTERN – POLAND
APPAREL
€42.3M
FOOTWEAR
€55.1M
BACKPACKS
€5.1M
TENTS
€1.4M
S/BAGS
€1.2MACCESSORIES
€5.4M
CLIMBING
€3.2M
€113.8MVALUE
2020
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 16
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY
8. COUNTRY ANALYSIS – UK & IRELAND
UK & IRELAND
APPAREL
€410.9MFOOTWEAR
€124.8M
BACKPACKS
€43.4M
TENTS
€41.6MS/BAGS & MATTS
€17.3M
ACCESSORIES
€60.8M
CLIMBING
€13.7M
€712.5MVALUE
2020
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 17
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY
8. COUNTRY ANALYSIS – RUSSIA
RUSSIA
APPAREL
€72.7M
FOOTWEAR
€105.8M
BACKPACKS
€4.7M
TENTS
€2.4M
S/BAGS & MATTS
€3.5M
ACCESSORIES
€7.2M
CLIMBING
€2.9M
€199.1MVALUE
2020
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 18
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY
8. COUNTRY ANALYSIS – DENMARK
SCANDINAVIA – DENMARK
APPAREL
€71.8MFOOTWEAR
€26.4M
BACKPACKS
€12.8M
TENTS
€3.4MS/BAGS & MATTS
€3.3M
ACCESSORIES
€7M
CLIMBING
€1M
€125.8MVALUE
2020
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 19
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY
8. COUNTRY ANALYSIS – NORWAYNO – NORWAY
APPAREL
€155.2MFOOTWEAR
€48.2M
BACKPACKS
€13.6M
TENTS
€5.6MS/BAGS & MATTS
€4.9M
ACCESSORIES
€13.6M
CLIMBING
€3M
€244.4MVALUE
2020
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 20
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY
8. COUNTRY ANALYSIS – FINLAND
SCANDINAVIA – FINLAND
APPAREL
€75.4MFOOTWEAR
€47.2M
BACKPACKS
€8.9M
TENTS
€2MS/BAGS & MATTS
€3M
ACCESSORIES
€10.1M
CLIMBING
€1.4M
€148.1MVALUE
2020
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 21
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY
8. COUNTRY ANALYSIS – SWEDENSE – SWEDEN
APPAREL
€148.4MFOOTWEAR
€55.1M
BACKPACKS
€15M
TENTS
€2.7MS/BAGS & MATTS
€4.7M
ACCESSORIES
€13.5M
CLIMBING
€2.2M
€241.5MVALUE
2020
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 22
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY
8. COUNTRY ANALYSIS – FRANCE
SOUTHERN – FRANCE
APPAREL
€253.5MFOOTWEAR
€158.6M
BACKPACKS
€32.4M
TENTS
€22.8M
S/BAGS & MATTS
€12.4M
ACCESSORIES
€70.4M
CLIMBING
€28.7M
€578.6MVALUE
2020
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 23
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY
8. COUNTRY ANALYSIS – ITALY
SOUTHERN – ITALY
APPAREL
€155MFOOTWEAR
€118.6M
BACKPACKS
€13.6M
TENTS
€4.4M
S/BAGS & MATTS
€4.4M
ACCESSORIES
€27.3M
CLIMBING
€17.6M
€340.8MVALUE
2020
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 24
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY
8. COUNTRY ANALYSIS – SPAIN & PORTUGAL
SOUTHERN – SPAIN & PORTUGAL
APPAREL
€128.3M
FOOTWEAR
€74.8M
BACKPACKS
€10.7M
TENTS
€ 4M
S/BAGS & MATTS
€3.1MACCESSORIES
€11.9M
CLIMBING
€9.5M
€242.3MVALUE
2020
STATE OF TRADE SURVEY 2020 MANAGEMENT SUMMARY 25
9. BRAND PARTICIPANTS
Adidas Outdoor Aerobed AKUArc’teryx ArvaAsoloAyacuchoBerghausBlack Diamond BLUE MOUNTAIN BUFF BURTONCamelbakCamp Campingaz CassinChouinard DesignColumbia SportswearDeuter DMMDynafit Eagle CreekEasy CampEcase EDELRIDEider
Fenixlight FjällrävenFletcher Force Ten FreetimeGrandcanyonGregory Packs GrivelHaglöfsHanwagHelly HansenHigh ColoradoHummingbird IcebreakerICEBUG Jack WolfskinKatadyn KaylandKeenKLEAN KANTEENLa SportivaLichfield Light My FireLowaLowe Alpine Mammut
MarmotMckinleyMeindlMerrellMillet MontaneMountain EquipmentNikwaxNordisk OCK Open AirOptimus Orbit OrtliebOrtovoxOspreyOur Planet Outwell PacktowlPacsafePatagonia PETZL Platypus POD PomocaRab
RobensSalewa SalomonScarpa SCHECKSchoeffelSealline Sevylor SmartwoolSterns Tatonka Tecnica - DolomiteTernuaThe North Face Therm-A-Rest ThuleTrangoworldTrek’n EatTrezeta Vango VaudeVikingWest Trail Wild Country
For any questions, please contact Pauline Shepherd via marketresearch@europeanoutdoorgroup.com or +44 01539 727235
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