Consumer
In the end it all is centered around the consumers. These are the persons the brands want to attract, the comapanies want to make money with. Delve into the latest consumer trends and get to know the latest market statistics.
Latest consumer story
Hanesbrands supports the homeless in the US for the 15th time
The Hanes for Good program is celebrating its 15th year of helping the homeless.
Book chronicling the sporting goods industry is out now
Eugenio Di Maria’s comprehensive new book explores the evolution of the global sporting goods and outdoor industries. It provides insights for decision-makers.
Tennis racquets market to post 9% CAGR by 2029
North America stands as the dominant region, while the amateur segment is witnessing substantial growth globally.
Russian sporting goods market growth slows down
In 2024, the sporting goods market is largely driven by growth in sales in the SUP board segment, where the demand spiked by 176 percent during the first seven months of the year, Check Index estimated.
Strava’s latest 'Year in Sport' report highlights preference for more relaxed workouts
People no longer push to the extremes in their fitness routines while run clubs are emerging as the new social hotspots.
Tennis players in the world rise above 100 million for the first time
Asia is the continent with the highest absolute number of players, while the US is the country with the highest number of tennis players.
Most Gen Z Italians plan to combine study and sporting activity, says new research
The study was carried out by Skuola.net in partnership with Cisalfa Sport
Is your brand ready for the sustainable consumer?
Eco-conscious consumers are reshaping the sports and outdoor industry. Discover the latest trends and strategies to stay ahead in our special series.
>> Find out more
Hanesbrands supports the homeless in the US for the 15th time
The Hanes for Good program is celebrating its 15th year of helping the homeless.
The New Creative Collectives: a strategic shift in outdoor and sports culture
How do consumers and their habits change? What do they expect from brands and with which kind of brands do they engage? In a mini-series of articles brand strategist Fredrik Ekström reveals not only consumer insights but gives advise how brands fully embrace this transforming consumer landscape. In this last out of four articles Ekström explains why Creative Collectives are a key to the active consumer.
From Fandom to Fundom: transforming brand engagement
How do consumers and their habits change? What do they expect from brands and with which kind of brands do they engage? In our mini-series brand strategist Fredrik Ekström explains the transformation of the consumer and in this third out of four articles introduces the expression of “Fundom” and what it means for brands.
Trailfulness: Embracing mental well-being as a strategic imperative in the outdoor industry
In a mini-series of articles brand strategist Fredrik Ekström reveals not only consumer insights but shows strategic opportunities for brands how to evolve a deeper relationship with their customers. In this second out of four articles Ekström explains how (mental) well-being can become a crucial part for their products, services and storytelling. For this he also introduces the expression of “Trailfulness”.
Brand activism: The strategic imperative of “what” over “why”
How do consumers and their habits change? What do they expect from brands and with which kind of brands do they engage? In a mini-series of articles brand strategist Fredrik Ekström reveals not only consumer insights but gives advise how brands get their positioning right and evolve a deeper relationship with their customers. In this first out of four articles Ekström explains why the “what” is nowadays more important than the eternal “why”.
Head is the number one tennis racquet choice in Europe
Data shows that in seven out of eight key European countries, Head racquets are the first choice of players H1 2024.
Intelligence, analysis and advice for the global sporting goods industry.
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