Market news : Shifts in Brazilian sports footwear consumption

Global brands enlarged their share in running and football footwear in Brazil last year, judging from a presentation held by GfK in São Paulo at a conference on consumer choices.

The market research company, which has had a consumer panel in Brazil since 2010, found that global brands raised their share of running footwear sales in volume to 67.1 percent in 2012, up by 2.5 percentage points, while the share of global brands inflated by 2 percentage points to 62 percent for football footwear.

But overall, the share of the Brazilian sports footwear brands increased by 1.5 percentage points to 47 percent of sales in volume. The running category has been growing fastest, making up 21 percent of Brazilian sales for the global brands in 2012 against 15 percent the previous year, in volume. For local brands, the share of running inched up by 2 percentage points to 12 percent.

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Through Ispo News Blog