Sneaker boom: Germany's most popular shoes break records!

Sneaker boom: Germany's most popular shoes break records!

Deutschland - The demand for sneakers in Germany has increased significantly in recent years. Despite a general retention of purchase in shoes, the sneaker market has an impressive boom, which is promoted by a continuing consumer demand and innovation-driven trends. According to sueddeutsche.de gave consumers in 2022 overall 2.7 Billions of euros for sneakers, which corresponds to an increase of one third compared to 2018. On average, sales with sneakers increased by almost 6 percent per year.

sneakers have become the biggest winners in the shoe category. The market share of the sneakers is already over 28 percent and will increase to 29.5 percent by 2025. In the overall market for shoes, which was estimated at 9.5 billion euros in 2022, there was a decline of 0.9 percent compared to the previous year. These developments are in the context of a difficult economic Situation for the fashion industry, where retailers complain about high costs and declining sales.

economic framework conditions

The market conditions are tense for many shoe retailers. The largest shoe retailer in Germany, Deichmann, records a decline in shoe sales and is faced with a minimal increase in sales of only 0.2 percent in the next few years. In addition, the number of shoe retailers in Germany has dropped from 7,247 to around 2,625 since 2000, while the online sales share in the shoe trade in 2024 is almost 37 percent.

The higher costs for energy, rent and salaries, which have risen by around 20 percent since 2019, contribute to uncertainty in the market. The BTE warns that the economic situation could continue to put pressure on companies, which increases the challenges for the industry.

the sneaker culture in change

The sneaker culture has developed from a niche interest to a global phenomenon. According to sisinternational.com , the sneaker market is dynamic, and companies use market research to better understand consumer preferences. Important actors such as Nike, Adidas, Puma and New Balance rely on individual fashion and lifestyle trends that are also promoted by prominent advertising and the focus on health and fitness.

Especially the athleisure segment and the demand for sustainable and environmentally friendly materials have grown. Companies react to these trends by offering innovative products and individual adjustments. Research also identifies emerging challenges, such as counterfeits and interruptions in the supply chain that can endanger brand reputation.

Overall, the development of sneaker demand shows that the market continues to flourish despite economic difficulties and declines in other shoe segments. While the increase in sales in sneakers exceeds the general consumer price increases, the popularity of these leisure shoes remains unbroken and indicates further consolidation in the market. Spiegel.de