Monthly Sports Update - U.S. SPORTS - TEAM SPORTS & FITNESS EQUIPMENT - NPD Group
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The NPD Group, Inc. | Proprietary and confidential 1 U.S. SPORTS – TEAM SPORTS & FITNESS EQUIPMENT Monthly Sports Update RELEASE DATE: JANUARY 27, 2020 Copyright 2021. The NPD Group, Inc. All Rights Reserved. This document is proprietary and confidential and may not be disclosed in any manner, in whole or in part, to any third party without the express written consent of NPD.
The NPD Group, Inc. | Proprietary and confidential 2
December Team Sports and Home Fitness Results
Team sports equipment sales grew 28% to $1.15 billion, while home fitness gained
73% to reach $570 million.
Team Sports
In December 2020, strong golf equipment sales contributed to overall team sports sales of $678 million, a 28% growth
rate. Four of the top seven classes of team sports equipment are in golf. Activity in this sport in 2021 is likely to increase
as a result of the consumer investment in golf equipment we saw in late summer, fall, and the 2020 holiday season.
Expect strong 2021 sales in categories like golf balls. In other categories, like basketball and football, sales were slower
than one year ago. With few organized team sports activities for these multiplayer sports occurring nationally, slower
sales in these types of categories came as no surprise.
Top Team Sports Classes, December 2020
Sales (in $ Millions) % Growth Over 2019
Health and Fitness Equipment
Sales grew 73% to $569 million for December 2020 when compared to December 2019. Consumers continued to invest in
this category to create alternatives for exercise that do not rely on fitness studios and gyms. Strong interest in indoor
cycling continued and led to 113% growth in this class of product. Strong media attention related to indoor cycling has
contributed to this long-term growth trend. Weight benches are another category that has seen ongoing strong growth.
Top Home Fitness Classes, December 2020
Sales (in $ Millions) % Growth Over 2019
Source: The NPD Group/Retail Tracking Service
The NPD Group, Inc. | Proprietary and confidential 3
Consumers’ Interest in At-home Fitness Options Increases
Expect continued shifts toward sports and activities that occur close to home.
With reductions in work in offices and travel to far-away destinations, consumers are demonstrating an
increased desire to seek out fitness, exercise, and sport options close to home. We recently published the
results of a Trend Tracker survey fielded in conjunction with CivicScience. We were interested in what
consumers are planning to do more of in 2021. While the general results tracked with many of our past
observations regarding consumer purchase behaviors noted in our POS data, this survey question provided
added insight into the magnitude of interest in participating in various activities in the future.
Interest in fitness and activities near to home or that can occur off the doorstep garnered the highest interest
for future participation. Hiking/walking (48%) and at-home fitness (32%) are two activities that showed high
interest. Within our POS data, we see the interest in home fitness is demonstrable. Sales of home fitness
equipment were up 84% in the last rolling year for this category of product. Sales performance for athletic
footwear in the last year did not see the growth experienced in home fitness; sales were down -6% over the
last 12 months.* The cause of this disconnect is that consumers had to find new fitness equipment as a result
of the pandemic, while many of these same consumers already had the footwear needed for participating in a
walking or hiking program. As warmer weather allows for more opportunities to walk and hike, expect to see
demand increase in basic athletic footwear.
Performance running shoes may also benefit from increasing interest. The survey showed a 10% increase in
consumers’ desire to engage in running as an activity.
Other outdoor activities, like cycling (+13%), golf (+11%), and “other outdoor” (+19%) showed increases in
interest for future activity in 2021.
This interest provides opportunities for both retailers and manufacturers to help consumers get the most out
of their intentions in 2021.
Source: The NPD Group/Jan 2021 NPD Trend Tracker survey done in conjunction with NPD partner,
CivicScience
*Source: The NPD Group/Retail Tracking Service, December 2020
The NPD Group, Inc. | Proprietary and confidential 4
For more information
Contact your NPD account representative, call 866-444-1411,
or email contactnpd@npd.com.
Dirk Sorenson
Executive Director, U.S. Sports
Industry Analyst
dirk.sorenson@npd.com
206-501-6778
About The NPD Group, Inc.
NPD offers data, industry expertise, and prescriptive analytics to help our clients grow their businesses in a
changing world. Over 2,000 companies worldwide rely on us to help them measure, predict, and improve
performance across all channels, including brick-and-mortar and e-commerce. We have offices in 27 cities
worldwide, with operations spanning the Americas, Europe, and APAC. Practice areas include apparel, appliances,
automotive, beauty, books, B2B technology, consumer technology, e-commerce, fashion accessories, food
consumption, foodservice, footwear, home, juvenile products, media entertainment, mobile, office supplies,
retail, sports, toys, and video games.
For more information, visit npd.com.
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