UncOptional Sneaker Demand Unabated - Persistence Defies Limit
Sneaker Fever in Germany
Get ready to lace up, Germans! Sneakers have taken the German footwear market by storm, with no signs of slowing down. According to IFH Cologne, the demand for these athletic leisure shoes continues to surge, making them the hottest commodity among product groups. IFH market expert Hansjürgen Heinick predicts this boom will continue, with sneakers accounting for over a quarter of the entire footwear market by 2025.
Last year, sneaker enthusiasts splurged 2.7 billion euros on their favorite kicks, a whopping 33% increase from 2018 when sales totaled 2 billion euros. Yearly growth has averaged almost 6% since then, making sneakers the undeniable champions of the shoe game.
So, what's the allure? According to Heinick, comfort and versatility are key. Sneakers can be worn anytime, anywhere, making them an excellent choice for everyday wear compared to traditional leather shoes. And let's not forget — they're often more affordable!
Sneaker Sales Dominate the Market
While sales have skyrocketed, the footwear industry as a whole has experienced a pinch. Despite sneakers' meteoric rise, Germans spent 9.5 billion euros on shoes last year — a mere 0.9% decrease from 2023. The industry is still reeling from the COVID-19 pandemic's impact, with giants like Deichmann feeling the squeeze. The company reported fewer worldwide sales in 2024, barely surpassing the previous year's figures.
Challenges Ahead for the Fashion Industry
Heinick doesn't expect a full recovery in 2025. He anticipates a mere 0.2% growth in revenues. The footwear landscape has drastically changed, with the number of shoe retailers in Germany plummeting from 7,247 in 2000 to around 2,625 today.
The shift to online shopping has been a game-changer. In 2024, nearly 37% of German shoe sales occurred online, compared to just over 24% pre-pandemic. The fashion industry is facing tough times, with many retailers struggling to stay afloat due to moderated sales and escalating costs.
The Future of Sneakers
The sneaker market's continued growth is closely tied to global trends. Major players, like Adidas, enjoy a significant brand presence in Germany. Meanwhile, the global sneaker market is expected to swell at a CAGR of 7.2% until 2033.
Despite these encouraging figures, the industry isn't without challenges. The pandemic has accelerated the digital shift, requiring companies to adapt their strategies to capture online consumers. The U.S. sneaker market is forecasted to reach $25.6 billion by 2025, with online sales playing a pivotal role in this expansion. Similar trends are likely influencing the German market.
As for local manufacturing, the footwear industry in Germany was valued at €2.4 billion in 2025, with growth predicted in the near future. The industry faces stiff international competition, particularly in women's shoes, but Germany remains an appealing destination for development and production, albeit with many manufacturers choosing to outsource production to cut costs.
In the face of economic headwinds and the ever-evolving retail landscape, one thing's for sure — sneakers will continue to reign supreme!
Sports enthusiasts in Germany are going to be excited, as sneakers are anticipated to account for over a quarter of the entire footwear market by 2025. Last year, sneaker sales overwhelmingly dominated the market, reaching a staggering 2.7 billion euros and growing almost 6% each year since then.
