Hungarians get serious over sport

Hungarian men and women have about an equal share as shoppers in the burgeoning sports footwear industry, which is beginning to seriously take off in the country. The numbers of sports sections in stores and the rise of individual sporting goods shops tell the story of how Hungarian people are increasingly interested in personal fitness to mirror their leisure hours. With the arrival of spring people are indeed responding to promotions made by sports shops. Demand is rising for better quality goods.

The sports shoe market is one sector that's continuing to develop. Even during the economic hardship of 2010, there was a 6% increase compared to 2009, but the trend seems to be continuing. The amount of sports shoes sales was 14% up in the first quarter of this year compared to a year ago.

The highest increase in sales has been for running shoes; 32% were sold in the first quarter of 2014 compared to the same period last year. The turnover for football boots and leisure shoes has likewise increased, the former by 14%, the latter by 13%.

Taking the sales of multinational sports shops in Hungary, the March to April and August to September periods are the most active. With the arrival of good weather in March, people are more inclined to sports. Purchases of sports shoes skyrocket - and they include football boots for grass, synthetic turf and clay pitches, as well as different types of running shoes. In March 2014, Hungarians bought 32.8% more sports shoes than in the same month last year. There's another wave of sales in August, connected to the beginning of the school year, when children need new shoes. Over half the sports shoe market comprises trainers, hiking and leisure shoes. The distribution between the genders is quite even; men's and unisex shoes make up half the market, while the other half is shared by women's and children's shoes.The average prices of children's shoes are steady at about Euros 21 per pair, but increase to Euros 24 during the November to December period. The demand for more expensive shoes typically increases during the period before Christmas. The gross average prices on women's and men's shoes are at about Euros 40.5 and Euros 41.8 respectively, during the November to December months.

Sportswear and sports equipment

A new trend for sportswear and sports equipment as well, as sales jumped 10.5% in the first quarter of 2014 when compared to the similar period of last year. Sales of sports equipment increased 5.4% over the same period.
The trends are clear, with customers buying ski wear, skiing equipment and sports products connected to different other winter sports. However, the arrival of March heralded the start of the bicycle, running and hiking season. Sales of roller skates also rose significantly in March.

Promotions play an outstanding role in the sports market as well. The continuous promotions presented by sports shops also contribute to the growth of the Hungarian market.

"Brands traditionally strong in the markets of sports equipment and sportswear have maintained their market share. Private label products continue to sell well due to their good price-value ratio, and primarily have been able to win over market share from less-known brands," said Lajos Becs, Account Manager with GfK Hungaria's Trade and Technology sector. Some sports are served with specialist wholesalers such as tennis with Hungarian product suppliers, Zoltan Szabo Mobiltrade. The company supplies tennis balls, strings and grips.
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