The French sports market

Joko has carried out a study of the sports market, analyzing the banking transactions of 700,000 people aged between 18 and 65.

Here are the key points of this analysis:

• After two prosperous post-Covid years, with sales up 24% in 2022, growth in the sports market slows in 2023 (+2% vs. 2022).
• Decathlon continues to dominate the sporting goods market, but loses ground to Intersport, which gains 2 market share points in 2023. The acquisition of Go Sport has made the cooperative the fastest-growing sports retailer, with sales up 11%. Its customer base also grew by 17% in the same year.
• Nike is the brand with the highest average shopping basket (€104), while Decathlon has the highest purchase frequency (3.6).
• The acquisition of Courir by JD Sports (which has yet to be approved by the competition authorities) represents a strong potential for expanding and diversifying the British group's customer base, as only 2% of Courir customers are also JD Sports customers.

Download the study here ⬇️