EU MARKET SURVEY 2005 Sports and camping goods EU MARKET SURVEY 2005 SPORTS AND CAMPING GOODS Compiled for CBI by: Fair Trade Solutions In collaboration with Searce April 2005 DISCLAIMER CBI MARKET INFORMATION TOOLS Although the content of its market information tools has been compiled with the greatest care, the Centre for the Promotion of Imports from developing countries (CBI) is not able to guarantee that the information provided is accurate and/or exhaustive, and cannot be held liable for claims pertaining to use of the information. In the case of the market publications, neither CBI nor the authors of the publications accept responsibility for the use which might be made of the information. Furthermore, the information shall not be construed as legal advice. Original documents should, therefore, always be consulted where appropriate. 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Photo courtesy: Searce 1 CONTENTS REPORT SUMMARY 5 INTRODUCTION 9 PART A: EU MARKET INFORMATION AND ACCESS REQUIREMENTS 11 1 PRODUCT CHARACTERISTICS 12 1.1 Product groups 12 1.2 Customs/Statistical product classification 13 2 INTRODUCTION TO THE EU MARKET 14 3 CONSUMPTION 17 3.1 Market size 17 3.1.1 The EU Sports market 19 3.1.2 Germany 21 3.1.3 France 21 3.1.4 United Kingdom 22 3.1.5 Spain 23 3.1.6 Italy 23 3.1.7 The Netherlands 24 3.1.8 Sweden 24 3.1.9 The 10 new EU countries 25 3.2 Market segmentation 26 3.3 Consumption patterns and trends 36 4 PRODUCTION 38 4.1 EU Production of Sports Goods 38 4.2 Production in the selected countries 39 4.2.1 Germany 39 4.2.2 France 39 4.2.3 United Kingdom 40 4.2.4 Spain 41 4.2.5 Italy 41 4.2.6 The Netherlands 42 4.2.7 Sweden 42 4.2.8 The 10 new EU countries 42 5 IMPORTS 44 5.1 Total imports 44 5.1.1 Total imports by the EU 44 5.1.2 Germany 46 5.1.3 France 47 5.1.4 United Kingdom 48 5.1.5 Spain 49 5.1.6 Italy 50 5.1.7 The Netherlands 51 5.1.8 Sweden 51 5.1.9 The 10 new EU countries 52 5.2 Imports by product group 53 5.2.1 The 10 new EU countries 60 5.3 The role of developing countries 61 5.3.1 The 10 new EU countries 63 2 6 EXPORTS 64 6.1 Total exports by the EU 64 6.2 Exports by the selected countries 65 6.2.1 Germany 65 6.2.2 France 65 6.2.3 United Kingdom 65 6.2.4 Spain 65 6.2.5 Italy 65 6.2.6 The Netherlands 65 6.2.7 Sweden 66 6.2.8 The 10 new EU countries 66 7 TRADE STRUCTURE 67 7.1 EU trade channels 67 7.1.1 Trade channels in the selected countries 71 7.1.2 Germany 71 7.1.3 France 72 7.1.4 United Kingdom 72 7.1.5 Spain 73 7.1.6 Italy 73 7.1.7 The Netherlands 74 7.1.8 Sweden 74 7.1.9 The 10 new countries 75 7.2 Distribution channels for developing country exporters 75 8 PRICES 77 8.1 Price developments 77 8.2 Sources of price information 78 9 EU MARKET ACCESS REQUIREMENTS 79 9.1 Non tariff trade barriers 79 9.1.1 Product legislation 79 9.1.2 Market requirements 80 9.1.3 Occupational health and safety 82 9.1.4 Environmentally sound production 83 9.1.5 Packaging, marking and labelling 84 9.2 Tariffs and quotas 87 PART B: EXPORT MARKETING GUIDELINES: ANALYSIS AND STRATEGY 88 10 EXTERNAL ANALYSIS: MARKET AUDIT 90 10.1 Market developments and Opportunities 90 10.2 Competitive analysis 94 10.3 Sales channel assessment 96 10.4 Logistic requirements 99 10.5 Price structure 100 10.6 Product Profiles 102 11 INTERNAL ANALYSIS: COMPANY AUDIT 104 11.1 Product range and design 104 11.2 Product standards, quality and production capacity 107 11.3 Logistics 108 11.4 Marketing and sales 109 11.5 Financing 111 11.6 Capabilities 111 3 12 DECISION MAKING 112 12.1 SWOT Analysis 112 12.2 Strategic Options & Objectives 113 13 EXPORT MARKETING 114 13.1 Matching products and the product range 114 13.2 Building up a relationship with a suitable trading partner 116 13.3 Pricing and drawing up an offer 118 13.4 Handling the contract 120 13.5 Sales promotion and organisation 122 APPENDICES 125 1 DETAILED HS CODES 126 2 DETAILED IMPORT/EXPORT STATISTICS 128 3 USEFUL ADDRESSES 138 3.1 Standards organisations 138 3.2 Sources of price information 139 3.3 Trade associations 140 3.4 Trade fair organisers 142 3.5 Trade press 143 3.6 Other useful addresses 145 4 LIST OF DEVELOPING COUNTRIES 147 5 USEFUL INTERNET SITES 148 Update of EU Market Survey Sports and Camping Goods (December 2003). 4 REPORT SUMMARY This survey profiles the EU market for sports and camping goods, which includes all hardware articles (i.e. equipment and accessories) used for active sports, snow sports, water sports, fishing, camping and outdoor activities. It emphasises those items which are relevant to exporters from developing countries and highlights seven selected markets within the EU. In Part A, up-to-date market information is given on consumption, production, imports/ exports, trade structure, prices and the major EU market access requirements. As an exporter, you need this basic information to draw up your Market Entry Strategy (MES) and Export Marketing Plan (EMP) in order to penetrate the competitive EU market successfully. To assist you here, CBI has developed Part B, where the Export Marketing Guidelines provide relevance and a methodology for an external, internal and SWOT analysis. These analyses are needed for your decision - whether to export or not. Furthermore, essential guidelines are given on using your marketing tools effectively to build up this export venture. The appendices at the end of the survey include contact details of trade associations, trade press and other relevant organisations. The survey excludes bicycles, motorbikes, cars, boats, caravans, sports bags, sports clothing and sports footwear. The sports goods, covered in this survey are categorised into the following product groups: Product groups Fitness/gym Rackets Golf Sports gloves Snowsports Table tennis Skates Team/field sports Balls Camping goods Watersports Fishing tackle Horse riding Sports participation The sports goods market in the selected EU countries (Germany, France, United Kingdom, Italy, Spain, The Netherlands and Sweden), is closely related to sports participation. Total participation in these countries averaged 62 percent in 2003, with France having the largest rate of sports enthusiasts (66%) and southern countries having rates below 60 percent. Regular participation (i.e. at least once a week) averaged 41 percent, or 107 million adults in these countries, with many people being member of one of the 537,157 clubs. The traditional forms of sport, such as swimming and football still have many participants in most EU countries. Competitive sports such as badminton, squash and some teamsports suffered from a shift to individual soft sports (e.g. fitness, jogging, golf) and recreational outdoor activities (e.g. trekking, climbing). On the other hand, football remains popular and recently some teamsports have regained the interest of young people of school age via media coverage. Consumption Total sports goods retail sales in the EU25 member countries was estimated at € 11,492 million in 2003, of which € 9,700 million (or 84%) was achieved in the seven selected countries, led by Germany and France. The EU is the second largest market for sports and camping goods in the world after the USA and is very fragmented due to the wide variety of sports played. Camping goods and equipment for horse riding are not included in these figures. In 2003, EU sales of camping goods (excluding rucksacks and seats for camping) valued € 1,120 million, led by the UK and Germany. EU sales of horse riding equipment are more difficult to measure, but are estimated to be worth over € 490 million. Although, like many other major markets, growth levels have stalled or fallen back, rising participation by women, older people and increasingly middle-aged people have helped 5 protect this market from more serious reversals. In 2004, the EU sports goods market started to rise again after virtually no change between 2002 and 2003. In the long run, the sports goods market will be more fragmented and will be stimulated by: Concern about health and appearance, driving increasing participation levels.