The trend toward an active lifestyle is driving demand for sporting goods

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The trend toward an active lifestyle is driving demand for sporting goods

Between 2023 and 2028, the sporting goods market in Poland will grow at a compound annual growth rate (CAGR) of 6%, according to PMR Forecasts in PMR’s latest report, “Sports Goods Retail in Poland 2023.” Although market growth will be slower than in 2019–2022—due, among other factors, to a slowdown in price increases—demand will be driven by consumer behavior.

People who buy sporting goods exercise regularly

According to a PMR survey conducted for the report, nearly half (47%) of sports equipment buyers exercise several times a week, and 13% do so every day. It is worth noting that, in light of all the survey results, engaging in physical activity is primarily linked to a specific lifestyle. This, in turn, is strongly influenced by available resources (finances, access to sports facilities, and time available for sports) as well as age.

Whether, how often, and what kind of sport a person participates in is primarily influenced by their level of affluence, which affects not only their ability to purchase equipment, accessories, and functional foods, but also their choice of where to shop (e.g., a specialty store or a discount store). The same applies to access to specific services, such as training with a personal trainer or the opportunity to attend a sports camp. Second, where a person lives is important—people who exercise in large cities or their surrounding areas have better access to specific infrastructure that enables training in a given sport (e.g., indoor pools that allow for year-round swimming training, gyms, and fitness clubs).

Frequency of physical activity over the past 12 months (%), October 2023

Note: n=794. The survey was conducted among buyers of sporting goods.
Source: report “Retail Trade in Sporting Goods in Poland 2023. Market Analysis and Growth Forecasts for 2023–2028. The Impact of Inflation and the War in Ukraine,” PMR, 2023

Older people exercise for their health; younger people do so to look good.

People who participate in sports most often said they exercise for their health and well-being (73%), to stay in shape (57%), and for pleasure (42%).

As age increases, so does the percentage of people who say they participate in sports for health reasons and to stay in shape; the opposite trend is observed among those who say they participate in sports for aesthetic reasons—this motivation is most commonly cited by the youngest participants (36% among those aged 18–34, compared to 15% among those aged 55 and older).

Top 3 Reasons for Engaging in Physical Activity (%), October 2023

Note: n=763. The survey was conducted among buyers of sporting goods.
Source: report “Retail Trade in Sporting Goods in Poland 2023. Market Analysis and Growth Forecasts for 2023–2028. The Impact of Inflation and the War in Ukraine,” PMR, 2023

Poles don’t skimp on their health

The results of PMR’s periodic survey confirm that sports equipment and goods are a category that is fairly resistant 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 back on sports-related spending, they are cutting back on their own health. In fact, one in four respondents is cutting back on sports equipment and supplies; however, this is not the product category where respondents cut back first.

The Impact of Inflation on Poles’ Purchasing Decisions Regarding Sporting Goods (%), October 2023

Note: n=565–784. The survey was conducted among buyers of sporting goods.
Source: report “Retail Trade in Sporting Goods in Poland 2023. Market Analysis and Growth Forecasts for 2023–2028. The Impact of Inflation and the War in Ukraine,” PMR, 2023

Methodology

The data presented here is taken from the PMR report “Sports Goods Retail in Poland 2023: Market Analysis and Growth Forecasts for 2023–2028. The Impact of Inflation and the War in Ukraine,” including a survey conducted October 3–13, 2023, on a nationwide random quota sample of 806 adult Poles who purchase sporting goods. The survey was conducted using the CAWI (Computer-Assisted Web Interview) method.

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