The most important indicator: The total turnover of retail rises to a volume of 11.5 billion Euros. The message from EOG boss John Jansen: “2016 was a good year for the outdoor business. We have good news.”
The good news from the EOG study, the market research report of the European Outdoor Group at a glance – 115 outdoor sector brands from 22 countries were surveyed:
The EOG finds the growth rates in autumn and winter particularly pleasing, especially since this is a difficult period due to the uncertainty of snow. While there was a sales increase of 2 percent in the spring and summer business, the sales in autumn and winter rose by 3 percent (and the number of products sold by 4 percent) – in absolute figures: 84 million Euros growth with a total value of 2.95 billion Euros.
“After two years of stagnation”, the autumn and winter results are “the best news” for the sector, says President John Jansen at the presentation of the State of Trade EOG study at the outdoor trade fair in Friedrichshafen.
A glance at the individual segments of the outdoor sector reflects the positive development of the market (plus 4.4 percent in total); John Jansen even speaks of “enormous increases”. The only exceptions are the shoes and sleeping bag sectors with a sales decrease of 1 percent each. The 5.47 billion Euros sales from retail are distributed across the following areas:
The fact that his own sector of all things, the shoe market, is not currently showing increases “does make me a little sad”, admits John Jansen, who is also European manager of the shoe manufacturer Keen EMEA. But the shoe market is registering “a small slump after five years of growth so we are going to reset – our potential remains fantastic”.
And that is valid for the entire sector. In any case, outdoor companies are more optimistic than they have been in a while, as Pauline Shepherd from the European Outdoor Group observed in her extensive market research report. The mood about the past financial year is fantastic – at least that’s what you read in the 2016 Summary and the satisfaction of the surveyed brands:
At the presentation of the market research report, Pauling Shepherd also disclosed some inside views from individual sectors.
The DACH area, i.e. Germany, Austria and Switzerland, is still the most important regional market for the outdoor business. Even here, sales were increased by 3 percent, which exactly corresponds to the average increase the EOG calculated in all countries.
The increases were: in southern Europe (2.5 percent), Eastern Europe (with 2.1 percent the lowest growth), Scandinavia also had 3 percent growth. Together with the UK (3.1 percent increase), the DACH region generated 55 percent of the total sales of the European Outdoor Group in 2016.
Participants in the market were so satisfied with the 2016 results that they are turning this into optimism for the (near) future. “Some people even hope for two-digit growth. 2017 has started well for the whole sector”, says Pauline Shepherd at the end of her market research report. The prospects for 2017, concisely summarized.
The conclusion? Exceedingly positive. “We’re back on track”, says EOG President, John Jansen at the announcement of the latest sector figures – “things are progressing”.