Reports show impact of lockdown on sports purchasing
A series of reports from market research company NPD Group shows the impact of the coronavirus on consumers in several countries, including Italy, the UK and Russia.
Each report tracked consumer sentiment in areas such as foodservice, non-food retail, toys and sports. In the area of sports, the Consumer Sentiment in Russia report said post-lockdown consumers are now 39% more interested in product quality, such as the feel and look of sport shoes and clothing, than in-purchase conditions, such as promotions, delivery and return policies.
In the UK’s consumer sentiment report, NPD Group found that one-third of consumers “feel ready and comfortable to go into stores immediately if social distancing rules are respected” and that 64% “would be willing to queue for up to 20 minutes to get inside a store to purchase sport shoes or clothing”.
The consumer sentiment report for Italy found that there has been an increase in exercising from home. While one in three consumers “postpones the purchase of sportswear and shoes until after the lockdown”, 35% follow online tutorials and videos to train from home”.
NPD Group said that manufacturers and online retailers can enhance digital channels, improve delivery, and encourage shopping with promotional efforts if they want to maximise sales in this environment.
