Trend for an active lifestyle is driving demand for sports articles
From 2023 to 2028, the sports articles market in Poland is projected to grow at a compound annual growth rate (CAGR) of 6%, according to forecasts outlined in the latest PMR report titled “Retail Trade in Sports Articles in Poland 2023.” Although the market dynamics will be lower compared to the years 2019-2022, influenced in part by a slowdown in the pace of price growth, consumer behavior will continue to stimulate demand.
Buyers of sports articles exercise regularly
As indicated by a PMR survey conducted for the report, nearly half (47%) of those purchasing sports articles exercise several times a week, with 13% doing so daily. It’s worth noting that engaging in physical activity, based on all survey results, is primarily associated with a specific lifestyle. This lifestyle is significantly influenced by resources possessed (finances, access to sports infrastructure, time available for sports activities) and age.
The frequency, type, and choice of sport are influenced, firstly, by the level of affluence, which affects not only the ability to purchase equipment, accessories, functional food but also the choice of the purchase location (e.g., specialty store or discount store). Similarly, access to specific services, such as training with a personal trainer or the opportunity to attend a sports camp, is affected. Secondly, where a person lives is crucial – individuals in larger cities or their vicinity have better access to specific infrastructure, facilitating training in a particular sports discipline (e.g., indoor pools allowing year-round swimming training, gyms, fitness clubs).
Frequency of engaging in physical activity in the last 12 months (%), October 2023
Older individuals exercise for health, while younger ones do it for an attractive appearance
Those engaged in sports most commonly declared that they exercise for health and well-being (73%), to stay in good shape (57%), and for enjoyment (42%).
As age increases, the percentage of those stating they engage in sports for health reasons and to maintain good physical condition rises. Conversely, the opposite trend occurs in the case of declarations related to engaging in sports for aesthetic purposes – this motivation is most frequently declared by the youngest age group (36% for the age group 18-34 compared to 15% for individuals aged 55 and older).
Top 3 reasons for engaging in physical activity (%), October 2023
Polish people don't economize on health
The results of the cyclical PMR study confirm that sports equipment and articles are a fairly resilient category to price increases. This may also be linked to the growing importance of a healthy lifestyle, which includes engaging in physical activity. Consequently, consumers may feel that by cutting expenses on sports, they are saving on their own health. One in four respondents economizes on sports equipment and articles; however, it is not the product category that respondents prioritize for savings.
The impact of inflation on purchasing decisions concerning sports articles (%), October 2023
Metodologia:
Zaprezentowane dane pochodzą z raportu PMR ,,Handel detaliczny artykułami sportowymi w Polsce 2023. Analiza rynku i prognozy rozwoju na lata 2023-2028. Wpływ inflacji i wojny w Ukrainie”, w tym z badania przeprowadzonego w dniach 3-13 października 2023 r. na ogólnopolskiej losowo-kwotowej próbie 806 dorosłych Polaków kupujących produkty sportowe. Sondaż przeprowadzono z wykorzystaniem techniki CAWI (Computer Assisted Web Interview).
Find comprehensive information about the current state of the Polish sports goods retail market in the PMR report:
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Market Analyst Director