COMPETITIVE LANDSCAPE
Deichmann and sportswear brands lead market
The footwear market in Germany is moderately concentrated, with the top manufacturers holding significant market shares. In 2025, Deichmann SE led the market with a 14% share, followed by Nike Deutschland GmbH with 8%, and adidas Group with 7%.
Sustainability drives challenger brand success and market evolution
The development of challenger brands has significantly impacted the footwear market in Germany, particularly in terms of brand and company shares. Rising brands are challenging established giants like adidas, Puma, and Birkenstock by offering sustainable approaches in production and operations, niche segments, and added value.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Footwear industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Footwear industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Footwear in Germany report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Footwear in Germany?
- Which are the leading brands in Germany?
- How are products distributed in Germany?
- How is the rise of e-commerce shaping demand?
- What % of apparel and footwear sales are made via grocery retailers?
- Do consumers want premium quality or fast fashion?
- How will COVID-19 and recession impact demand?
- How important is sustainability in Footwear in Germany?
- Where is future growth expected to be most dynamic?
Footwear in Germany - Category analysis
KEY DATA FINDINGS
Footwear shows resilience
Disposable income growth supports moderate footwear sales
Women's footwear remains largest category, driven by demand for functional and customisable products
Sustainability and innovation drive dynamic growth in specific footwear categories
Sustainability and customisation drive future growth
Women's footwear dominates market
E-commerce gains momentum in footwear sales
Deichmann and sportswear brands lead market
Sustainability drives challenger brand success and market evolution
Puma and Meta lead innovation with mixed-reality shopping
Retail e-commerce sees growth in footwear sales
Omnichannel strategies to shape future footwear sales
Sustainable design drives innovation in footwear products
Apparel and Footwear in Germany - Industry Overview
Resale and rental models become increasingly prominent
Resale and rental models drive sustainable fashion
Apparel demand shaped by preferences for sustainable and affordable fashion
Dynamic growth in resale and rental services
Sustainable practices and technology drive market growth
Apparel offers stable growth prospects
Sportswear emerges as fastest-growing area driven by technology
H&M and C&A maintain lead despite Shein’s growth
Zalando’s acquisition of About You reshapes e-commerce landscape
Retail offline leads apparel and footwear sales despite e-commerce growth
Retail e-commerce drives growth with AI-driven personalisation
AI personalisation tools and virtual try-on bolster appeal of e-commerce
Sustainability drives innovation in product design
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Footwear
- Children's Footwear
- Men's Footwear
- Women's Footwear
Footwear
This is the aggregation of children's footwear, men's footwear and women's footwear. Includes all men’s, women’s and children’s outdoor and indoor shoes made of materials as leather, fabric or plastic. Outdoor shoes includes all dress shoes, trainers, sports shoes, sandals, boots, pumps, and high heels. Indoor shoes includes house-shoes and slippers. Items must be new when sold to the consumer; second-hand/used footwear is excluded. Antique and/or vintage footwear is also excluded. Sports footwear (broken out as a separate category) is included in total footwear figure. One pair of footwear constitutes one volume unit.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Footwear research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!