From sustainability to sports tech and the emergence of non-traditional games like padel, Decathlon predicts the trends that will take centre stage in its sector in 2023
2022 was the year of outdoor fitness. In the first full post-pandemic year, sports such as kayaking took centre stage with words like ‘tents’, ‘wetsuits’ and ‘kayaks’ being the top three most-searched terms on Decathlon’s website.
However, things look likely to change in 2023. From sustainability and smart gear to new sports like padel and pickleball, the retailer’s latest report predicts the eight biggest trends for the year using its team of experts and innovators.
Ross Farrington, commercial director at Decathlon, said: “Our team of experts both around the globe and here in the UK are always looking into the latest sports trends, ensuring we continue to innovate our products and services while maintaining affordable prices.
“2022 showed that, in general, people are becoming more active but also growing more ambitious and willing to try new sports and exercise.
“We’re excited for the year ahead with many opportunities to encourage more people to engage with different sports, maintaining a strong focus on doing so in a sustainable way.”
Rent, don’t buy
With a 400% year-on-year increase in searches for rental items, Decathlon predicts that conscious consumerism is set to take over the world of sport.
Rental services across the sports retail industry are set to expand with more and more sustainability-minded shoppers looking to transfer their fashion buying habits to the sportswear sector.
The sports retailer also noted a 100% increase in sales of pre-owned products in stores during 2022 as compared with 2021.
With sustainability at the forefront, the report predicts that repair, trade-in and buy-back schemes may be popular with many sports retailers.
New sports on the block
2022 saw the re-emergence of outdoor fitness with tents, wetsuits and kayaks being the most-searched terms on Decathlon’s website.
This year, the trends report predicts that non-traditional games, including racket sports like padel and pickleball, will take centre stage.
As the fastest-growing sport in the UK, padel has gained popularity from the rapid development of new facilities and endorsements from top athletes, including tennis star Andy Murray.
Decathlon said that sales of padel products have increased by 850% since their introduction in 2019.
Budget innovation
With customers across the UK struggling with the ongoing cost-of-living crisis, many brands are looking to produce more durable and long-lasting products to get shoppers to part with their hard-earned cash.
One such new innovation is the oven-baked Kipstam Traxium Compressor boots.
These football boots, produced from a single mould wrapped around the sole and studs, have proven to be three times more long-lasting and durable than any other boots on the market.
With the present economic situation, the report predicts that retailers will rely on more of such innovative products to drive sales going ahead.
Women’s sports in the spotlight
Football sales at Decathlon spiked by 14% following the success of the England women’s football team in the European championship last year.
With the women’s World Cup set to take place this summer, women’s sports will continue to take the spotlight.
Decathlon’s report predicts that empowering women to take up sports will be a priority for retailers this year.
Eating clean
When it comes to sports nutrition, consumers are opting for products with eco-packaging and clean and clear labelling to understand exactly what they are consuming.
Chemical-free, green and authentic products will be a key consumer trend this year in the world of sports nutrition.
Pedal power
As commuters try to navigate a post-pandemic world disrupted by rail strikes, cycling has continued to grow as a green travel alternative.
Rail strikes have contributed to a significant increase in the sale of bikes, with Decathlon noticing a 53% increase in e-urban bikes, a 54% increase in city bikes and a 21% increase in folding bike sales after the latest series of strikes in December.
Smart gear
After health-tracking apps and smartwatches, smart gear is set to be the next biggest trend in the sports world.
Products such as geo-localised smart e-bikes, which allow users to easily connect their bike to their smartphone for maps, security and performance analysis, are set to take centre stage.
Flexible approach
There has been a noticeable shift in exercising, with people taking a more holistic approach to wellness and prioritising mental health as well.
This is evidenced by yoga being back in popularity, with more than 500,000 people taking to it in the UK.
With more and more consumers taking up mental wellbeing exercise, the yoga market is now valued at £1bn. Decathlon also noticed a 40% jump in its own-brand yoga sales online last year.
With the present economic situation in mind, these trends could shape the world of sports retail going ahead.
Decathlon said it was committed to providing its customers with the best value and doing so in the most sustainable way.
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