Retail Trade in Sports and Outdoor Leisure Goods in South Africa 2023

Challenges

As the sector is dependent on imports, logistics challenges are a risk.

Consumers are under pressure from high inflation and a slowing economy. Loadshedding. The declining rand-dollar exchange rate has made imports more expensive.

Introduction

After experiencing a boom during the pandemic as more people pursued outdoor activities and tried to stay healthy, sports goods and outdoor gear retailers have reported that sales of some goods have begun to slow. Despite this, the long-term outlook remains positive, as more South Africans take up outdoor and sports activities.

Sales are being driven by the health and wellness trend, and online sales are growing.

Opportunities

A growing focus on women in traditionally male-dominated sports and on transformation could help grow sales of sports equipment.

AfCFTA may increase exports to the rest of Africa. Marketing of sporting goods during major sports events. Sale of sporting equipment around large sport events. Sustainably-manufactured sports equipment. The share of sales from online retail is growing.

Outlook

Sales of outdoor and sports gear have begun to slow, as consumers come under pressure from increased costs, loadshedding and a slowing economy. Despite this, some retailers continue to report good sales growth.

The health and wellness trend bodes well for the sale of sports and outdoor equipment. An industry player said there is growing interest in outdoor and sports, particularly in hunting and shooting and general home fitness.

Report Coverage

This report examines retail trade in sports goods and outdoor equipment, and includes information on the state of the industry, notable players, corporate actions, online sales and trade.

Although sports clothing is excluded from company profiles, as it is classified by Stats SA under a different code, it is discussed in the report as most sport stores sell clothing and footwear. There are profiles of 15 companies including French sports equipment retailer Decathlon, local large retailers such as Cape Union Mart, Foschini Retail (which owns Sportscene and Totalsports) and Camp and Climb, general retailers that sell sports equipment such as Mr Price and Masstores and golf equipment companies such as MoreGolf.

Trends

General merchandisers have begun to stock sports equipment. Online shopping is increasing. Sports shops are also selling general clothing. The health and wellness trend is making sports and outdoor activity more popular. The use of wearable technologies is growing.