Measuring the European Outdoor Market and expanding the retail point of sales measure of outdoor goods

Pauline Shepherd, our Head of Market Research, recently hosted a well-attended webinar along with Richard Payne from Sports Marketing Surveys.

This webinar was an update from Pauline on 'The State of Trade' report and the new portal launched last year.

Richard also provided more information about the outdoor retail benchmark report as well as the options for future company benchmarking features.

The current OutDoor Retail Benchmark report covers sales of approximately 1000 doors as well as online business from seven European countries, with the strongest coverage in Germany.

Point of sale figures are collected and reported on a monthly basis, measuring six market segments; outdoor, sport fashion, cycling, winter sports, running/walking and water sports.

The report covers apparel, footwear and hardware for all market segments with a more detailed breakdown of products for the outdoor segment.

The charts (full download available below), provide more detail of the products measured and the performance of outdoor, cycling and running, which in spite of such a challenging 2020 , all ended in growth based on the EOG retail benchmark.

Outdoor category benchmark

As explained by Pauline the next step for the retail benchmark report is to partner with more retailers, in more countries, and the first step will be a pilot study of the UK market later this year. The benchmark will also be open to collect sales of brands with retail, both online and store sales.

These steps are to strengthen the market coverage of the sales in the outdoor sector and allow for more robust and real time data.

As well as reporting online and offline sales as the coverage improves, we will also be able to report the different sales channels such as outdoor specialists and pure online players. We will also look to include key sustainability metrics, such as rate of returns.

The EOG is pleased to be working with the OIA in the UK to help develop the study and would encourage any brand or retailer who would like to learn more to please get in touch.

The plan is to first set up an advisory group with the first meeting taking place before the end of May (date to be confirmed).

The first meeting will be open to any company who would like to learn more and following this the working group will be formed.

For further details please contact

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