COMPETITIVE LANDSCAPE
Discounters and premium brands thrive in polarised market
The sportswear market in Austria is relatively concentrated, with the top five companies holding a significant combined share. In 2025, Puma SE led the market with a 20% share, followed by adidas Austria GmbH with 11%, Hennes & Mauritz (H&M) GesmbH with 8%, VF Europe BVBA with 5%, and Nike Deutschland GmbH with 4%.
Challenger brands gain ground through innovation and sustainability
The trend of challengers versus incumbents has affected brand and company shares in the Austrian sportswear market. Challenger brands have gained ground by focusing on technical innovation, sustainability and community-driven marketing, appealing to active and eco-conscious consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Sportswear industry in Austria 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 Sportswear industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Sportswear in Austria 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 Sportswear in Austria?
- Which are the leading brands in Austria?
- How are products distributed in Austria?
- 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 Sportswear in Austria?
- Where is future growth expected to be most dynamic?
Sportswear in Austria - Category analysis
KEY DATA FINDINGS
Versatility of sportswear as casual wear helps drive growth
Consumers prioritise value and sustainability in sportswear
Sports apparel drives market value
Technological advancements drive innovation in sportswear
Technological advancements and sustainability to drive future growth
Sports apparel will remain the leading category
Resale platforms and sustainability to shape business strategies
Discounters and premium brands thrive in polarised market
Challenger brands gain ground through innovation and sustainability
Offline retail remains dominant despite e-commerce growth
E-commerce expands rapidly with technological advancements
Emerging trends and retail e-commerce shape future sales
Sustainability drives innovation through circular economy initiatives
Technological advancements boost comfort and performance
Apparel and Footwear in Austria - Industry Overview
Apparel and footwear in Austria sees cautious consumer spending due to economic uncertainty
Consumers prioritise sustainability and value in Austrian apparel and footwear
Largest and fastest-growing categories drive market dynamics
Sustainability and circular fashion models shaping the Austrian apparel and footwear industry
Brands leveraging tech-driven solutions to meet evolving demands
Sustainability and digital innovation will drive growth in key categories
Circular fashion models will continue gaining traction as sustainability concerns rise
Leading brands maintain their positions through omnichannel strategies
Emerging players and product launches reshape competitive dynamics
Physical stores remain dominant despite e-commerce growth
Retail e-commerce drives growth with AI-powered innovations
Continued polarisation and e-commerce expansion expected to be seen
Sustainability drives product innovation with eco-friendly materials
Business impact of sustainable innovations is significant
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Sportswear
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- Performance Apparel
- Outdoor Apparel
- Sports-inspired Apparel
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- Performance Footwear
- Outdoor Footwear
- Sports-inspired Footwear
Sportswear
Sportswear is an aggregation of performance, outdoor and sports-inspired clothing and footwear. Sportswear includes products designed for all ages including sportswear for children. Sportswear includes items across all clothing and footwear categories: shorts and trousers, dresses and skirts, tops, jumpers, jackets & coats, track suits/athletic sets, underwear, swimwear, hosiery, accessories including headwear, gloves, scarves. Please note sportwear is duplicated category and sports clothing and footwear products are also included across all relevant clothing and footwear categories.
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 Sportswear research and analysis database.
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