The women activewear market is growing a significant growth rate, due to the rising awareness among younger female adults, who are becoming more health-conscious, seeking out fitness and wellness activities such as gymming, sports, and yoga. Also, technological improvements to synthetic fiber that have made products like spandex more flexible, durable, and washable than natural materials, celebrity collaborations with direct-to-consumer (D2C) and designer activewear brands and the gradual blurring of lines between work attire and workout attire continue to propel this industry forward.
- However, the presence of counterfeits is a cause for quality and safety issues, a constant battle for brands and consumers alike. For instance, In January 2018, Nike identified counterfeit activewear products worth more than USD 50,000 at Dulles International Airport in Virginia. These issues are leading to declining sales of the key activewear market players, negatively affecting market share.
- Various studies have depicted that activewear sell outs shot up by 40% in the United States and 97% in the United Kingdom as retailers encourage consumers to work out at home as sporting events canceled and gyms closed due to the govemrnet nomes implemented actors the globe in order to decrease the COVID-19 impact.
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Key Market Trends
Growing Influence of Athleisure and Healthy Lifestyle Trends
In line with the athleisure trend, female consumers are increasingly seeking various sports equipment that includes footwear, clothing, and protective gear and accessories. Additionally, a continued shift toward more active lifestyles is driving the demand for leisure activities such as running and cycling gears across the world.​ In developed European economies, expenditure on sporting goods and services is witnessing notable growth, owning to the increase in government investments, driving sport participation in the European countries. For instance, the government of Ireland announced details of its USD 258 million ten-year national sports policy, which aims to increase participation in sports to 50% of the population by 2027. This trend is likely to support the market growth in the region.​
Asia-Pacific is the Fastest Growing Market
The growth of the activewear market in Asia-Pacific is driven by an upsurge in disposable income, change in lifestyles, and an increase in urbanization in various countries of this region. Further, countries like China and India have the largest millennial demographic and emerging as activewear hotspots. The growth of the market in general and the call for sustainable alternatives like cotton could see mass mobilizations with sustainability at the fore, could give rise to new influencers, fashion experts, more indie D2C brands, collaborations, and retail experiences in the athleisure scene. In addition, the Indian customer base has become increasingly health-conscious, which fuels the adoption of women's activewear.
Competitive Landscape
The global women active wear market is highly fragmented and consists of regional and international competitors. It is dominated by players, like Nike Inc., adidas AG, Under Armour, The Columbia Sports Company, and NIKE, Inc., among others. Moreover, leading manufacturers in the market are focusing on leveraging opportunities posed by the emerging markets of Asia-Pacific, like Thailand and India, to expand their revenue base. Companies compete based on different factors, including product offerings, material, design, size, and marketing activities, in order to gain competitive advantages in the market studied.
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