The post-pandemic Nordic sports market has ‘normalised’ after two years of turbulence and is now experiencing a growth spurt. Inside the RetailX Nordics Sports Goods Report 2024 we examine this market through analysing the market’s consumers shopping habits and expectations, the economics of the region and through examining the key players operating in Denmark, Finland, Norway and Sweden.
Inside the report
Sports goods sales in the Nordics saw massive growth during the pandemic. After a slowdown in 2022, the market is picking up, with online sales revenues across Denmark, Finland, Norway and Sweden combined totalling €313.57mn in 2024, up 11% on 2023’s €281.52mn.
Sweden is by far the largest revenue generator for the sector in the region, but it also features the largest number of shoppers – 2.4mn in 2024, compared to next nearest, Norway, which saw 1.56mn online sports shoppers in the same period.
Across the Nordic region, sports ecommerce accounts for around a quarter of sports goods sales, although it ranges from 23% in Finland to a more substantial 30% in Norway in 2024.
From a revenue standpoint, offline contributes around 80% of sports goods revenues in each of the country markets. Within this there is a 60:40 desktop-mobile split in each country, with Sweden seeing a slightly higher (43%) use of mobile for ecommerce than the regional average of 40%.
The biggest spenders are in the exercise segment, with the average consumer spend sitting at €34.30 per online shopper in 2024, way ahead of all other segments.
The most popular methods of payment in the region is to pay an invoice, with 49.5% of Swedes, 45.1% of Norwegians and 43.1% of Finns all opting to pay this way. Online bank transfers are also popular in these three markets, with 49.2% of Finns, 33.9% of Swedes and 30.1% of Norwegian shoppers all opting to pay this way.
Only in Denmark, where just 14.5% pay by invoice and 19% pay by bank transfer, are payments by card more common.
Company Profiles
Our analysis of the Nordic Sporting Goods market is illustrated with company profiles showcasing the 10 retailers standing out in the market. Each profile offers company profit and sales figures, share price and web traffic as well as a review of what makes their business exemplary. Companies profiled:
- XXL
- Intersport
- Stadium
- Adidas
- Nike
- Outnorth
- Bikester
- Fjell Sports
- Gymshark
- Varusteleka
Sample Pages
You can download the full 33 page RetailX Nordics Sports Goods Sector Report 2024 for free below, but if you need some more convincing, take at some of the sample pages from the report first.
