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Demo version
September 2017

the Balkan countries: Sports Shoes Market.

WILLIAMS&MARSHALL STRATEGY

GLOBAL MARKET INSIGHTS

Demo version of the report

Balkan countries:
Sports Shoes Market
September 2017
Market research

Page 1 of 52

Contact us: info@wm-strategy.com

www.wm-strategy.com

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Balkan countries: Sports Shoes Market. September 2017

Report overview
This report presents a strategic analysis of the sports shoes market in the Balkan countries
and a forecast for its development in the medium term. It provides a comprehensive overview
of the market, its dynamics, structure, characteristics, main players, growth and demand
drivers, etc.
The purpose of the report is to describe the state of the sports shoes market in the Balkan
countries, to present actual and retrospective information about the volumes, dynamics,
structure and characteristics of production, imports, exports and consumption and to build a
forecast for the market in the medium term. In addition, the report presents an elaborate
analysis of the main market participants, price fluctuations, growth and demand drivers of
the market and all other factors, influencing its development.
This research report has been prepared using the unique WMStrategy’s methodology,
including a blend of qualitative and quantitative data. The information comes from official
sources and insights from market experts (representatives of the main market participants),
gathered by semi-structured interviews.
The report on the sports shoes market in the Balkan countries includes:


Analysis and forecast for the economy and demographics of the Balkan countries;



Analysis and forecast for development of the market volume (market size), value
and dynamics;



Market breakdown (by origin, by country, by product types, etc.) in both volume
and value terms;



Country information - breakdown by country for all major indicators, showing the
exact volumes and values for each individual country, covered in the report;



Volume, dynamics and analysis of domestic production (past, current and future);



Analysis of price levels (wholesale, retail, distributors, etc.) and their dynamics
(past, current and future);



Volume, dynamics and analysis of imports (past, current and future);



Volume, dynamics and analysis of exports (past, current and future);



Volume, dynamics and analysis of consumption (past, current and future);



Value chain analysis and structure of price formation;



Analysis of the factors, influencing the market development (market growth drivers,
restraints, recent state programs, etc.);



Characteristics of the main market participants (manufacturers, distributors,
wholesalers, retailers, importers, exporters, Governmental structures, etc.) and the

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Balkan countries: Sports Shoes Market. September 2017

competitive landscape;


Market shares of the main players on the retail market;



Main distribution channels for the retail sales of sports shoes in the Balkan countries;



Analysis and forecast of the trends and levels of supply and demand on the market;



Country opportunity analysis;



Analysis of the major trade flows;



Forecast for market development in the medium term (including three possible
scenarios for development).

Brief overview of the used methodology:


Analysis of official statistical information;



Semi structured interviews with market experts;



Semi structured interviews with corporate clients of the market;



Analysis of information, received from the main market participants;



Analysis of secondary information from official sources;



WMStrategy’s own methodology.

The report contains information on the following products:


Sports shoes (excluding ski shoes and skating shoes):
o

Breakdown by raw material:


Textile sports shoes (sports shoes with uppers of textile materials and
soles of any material);



Leather sports shoes (sports shoes with uppers of leather and soles of
any material);



Rubber or plastic sports shoes (sports shoes with uppers of plastics or
rubber materials and soles of any material);

o

o

Breakdown by application:


Performance sports shoes;



Sports-specific footwear;

Outdoor sports shoes.

The report covers the following countries:


Balkan countries: Bosnia and Herzegovina, Bulgaria, Croatia, Greece, Macedonia,
Montenegro, Romania, Serbia, and Slovenia.

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Balkan countries: Sports Shoes Market. September 2017

The report covers the following companies:




Producers and traders:
o

Adidas Group;

o

Nike Inc.;

o

New Balance Athletics Inc.;

o

Skechers U.S.A. Inc.;

o

Asics;

o

PUMA SE;

o

Under Armour Inc.;

o

Lotto Sport Italia;

o

VF Corporation;

o

Kappa;

Retailers:
o

Migros-Genossenschafts-Bund;

o

Sports Direct International;

o

Decathlon S.A.;

o

JD Sports Fashion Plc.;

o

Casino Guichard-Perrachon S.A.;

o

Intersport Group;

o

Genesco;

o

Foot Locker;

o

Stadium AB;

o

XXL ASA;

o

Sport 2000 Deutschland GmbH;

o

Martes Sport Group;

o

Seven Sport s.r.o;

o

Sdk Sport II ApS;

o

Amazon.

The list of companies, covered in the report can be amended and updated, based on your
exact requirements!
This report will allow you to:


Quickly and cost–effectively get a strategic analysis and gain competitive intelligence
about the market;



Track market data, including size, value, segmentation, forecasts, dynamics and
structure – past, present and future;



Get and compare information at both aggregate level (for the whole region) and for

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Balkan countries: Sports Shoes Market. September 2017

each individual country, covered in the report;


Explore and identify new market opportunities in the countries and regions within the
market;



Track and identify key market trends, opportunities and threats and key drivers behind
recent market changes;



Strategically assess market growth potential, demand drivers and restraints on the
market for the region as an overall as well as for each individual country covered;



Evaluate the key macroeconomic and demographic indicators to get insight into the
general trends within the economy;



See how the market performed in the past (over the last 5 years) and how it will
perform in the future (in the next 5 years);



Get acquainted with the leading companies on the market and their strategic position;



Evaluate how diversified the market is in terms of competitive intensity, fragmentation
and environment and understand competitive threats;



Empower your marketing, branding, strategy and market development, consumption
and supply functions with useful and actionable market insights;



Build your investment strategy by assessing market attractiveness or company
attractiveness;



Build your own market entry or market expansion strategy or evaluate your current
strategy;



Add value to pitches and presentations by using official and accurate data and
calculations.

This report is 75% ready and when complete will consist of more than 150 pages. It will be
updated as of the current month of purchase and can be amended based on your specific
requirements in order to meet your individual objectives and information needs. Feel free to
contact us for more information.
If you are interested in the sports shoes market in the Balkan countries, this research report
will provide you with a strategic analysis of the market, its recent and future development. In
addition, the report will save you time and money while presenting you all the necessary
information and actionable insights, empowering you to make informed decisions and move
your business forward!

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Balkan countries: Sports Shoes Market. September 2017

Research methodology
The report on the Balkan sports shoes market uses the unique WMStrategy’s research
methodology that combines quantitative and qualitative analysis.

1. Analysis of official statistical information
This report includes analysis of official statistical information from different public and private
sources. The information is used for the interpretation and analysis of data on the volume
and dynamics of different quantitative indicators. In the same way, the information is used
as basis for building forecasts for the dynamics of the quantitative indicators for the next few
years. The exact list of used sources of official information is available in the full report!

2. Analysis of information, received from the main market participants
The collection and analysis of information, received from the main market participants is done
mainly to understand their competitive positions on the market, to define and assess how
different pricing and promotional strategies are utilized on the market and what competitive
advantage each of them gives. This information is also used to analyze the assortment and
brand presence on the market. The information, received from the main market participants
includes company presentations, annual reports, price lists, promotional materials,
proposals, etc.

3. Analysis of secondary information from official sources
The analysis of secondary information from official sources is used to make the picture of the
market complete and full. The data is also used to verify the quantitative analysis and to
enrich the qualitative one. Such information includes data from industry portals and
publications, trade associations, media agencies, articles and reviews, marketing agencies,
commercial databases, WMStrategy’s own research studies, and more.

4. Semi structured interviews with market experts
Collection and analysis of qualitative information is used to explain different trends, growth
drivers, volatility, threats and opportunities of the market. The collection of qualitative
information is done through semi structured interviews with market experts. As market
experts are considered representatives of the main market participants – manufacturers,
distributors, wholesalers, retailers, importers, exporters, unions, professional associations
and special publications, whose work is directly related to this particular market on a daily

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Balkan countries: Sports Shoes Market. September 2017

basis. The format of the semi structured interviews allows us not only to cover the main
questions we need to ask in order to understand the logic behind the market, but also to get
new insights and to allow new ideas and factors to come into the picture. During the semi
structured interviews, the market experts are asked about their views on the future of the
market, which are taken into consideration while preparing our forecasts for development.
The exact list of interviewed experts is available in the full report or upon request!

5. Semi structured interviews with corporate clients of the market
Another way of looking into the specific market is through the point of view of the corporate
clients. In this phase of the research, we are using semi structured interviews to understand
the perspective of the high-volume clients on the market. This allows for unmatched wide and
deep industry understanding.

6. WMStrategy’s own methodology
The own methodology of WMStrategy can be found in every step of preparing our research
studies from the methodology through the processes of collecting and analyzing information
to drawing conclusions from it.

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Balkan countries: Sports Shoes Market. September 2017

Table of contents
1. Introduction
1.1. Report description
1.2. Research methodology
2. Executive summary
3. Characteristics of sports shoes
4. Characteristics and analysis of raw materials base
5. State of the economy of the Balkan countries
5.1. Characteristics of the demographics of the Balkan countries in 2012-2016
5.2. Characteristics of the economy of the Balkan countries in 2012-2016
5.2. Forecast for the development of the economy of the Balkan countries in the
medium term
6. Overview and analysis of the sports shoes market in the Balkan countries
6.1. Volume, value and dynamics of the sports shoes market in the Balkan countries
in 2012-2016
6.2. Structure of the sports shoes market in the Balkan countries in 2012-2016:
production, imports, exports, market volume
6.3. Structure of the sports shoes market in the Balkan countries by origin
6.4. Structure of the sports shoes market in the Balkan countries by country
6.5. Structure of the sports shoes market in the Balkan countries by product types
6.6. Key recent trends on the sports shoes market in the Balkan countries
6.7. Competitive landscape of the market
6.8. Country opportunity analysis
6.9. Key drivers and restraints for the market development in the medium term
7. Overview and analysis of the domestic production of sports shoes in the Balkan
countries
7.1. Volume, value and dynamics of the domestic production of sports shoes in the
Balkan countries in 2012-2016
7.2. Structure of the Balkan production of sports shoes by producing countries
7.3. Structure of the Balkan production of sports shoes by product types
7.4. Characteristics of the main companies, producers and distributors of sports shoes
in the Balkan countries
7.4.1. Adidas Group
7.4.2. Nike Inc.
7.4.3. New Balance Athletics Inc.
7.4.4. Skechers U.S.A. Inc.
7.4.5. Asics

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7.4.6. PUMA SE
7.4.7. Under Armour Inc.
7.4.8. Lotto Sport Italia
7.4.9. VF Corporation
7.4.10. Kappa
7.5. Characteristics of the main companies, selling sports shoes in the retail segment
in the Balkan countries
7.5.1. Migros-Genossenschafts-Bund
7.5.2. Sports Direct International
7.5.3. Decathlon S.A.
7.5.4. JD Sports Fashion Plc.
7.5.5. Casino Guichard-Perrachon S.A.
7.5.6. Intersport Group
7.5.7. Genesco
7.5.8. Foot Locker
7.5.9. Stadium AB
7.5.10. XXL ASA
7.5.11. Sport 2000 Deutschland GmbH
7.5.12. Martes Sport Group
7.5.13. Seven Sport s.r.o
7.5.14. Sdk Sport II ApS
7.5.15. Amazon
8. Characteristics and analysis of the prices of sports shoes in the Balkan countries
8.1. Value chain analysis
8.2. Structure of price formation
8.3. Characteristics of the producer prices of sports shoes in the Balkan countries in
2012-2016
8.4. Characteristics of other prices of sports shoes
9. Foreign trade operations of sports shoes in the Balkan countries
10. Overview and analysis of the imports of sports shoes to the Balkan market
10.1. Volume, value and dynamics of the imports of sports shoes to the Balkan
countries in 2012-2016
10.2. Major trade inflows of sports shoes imports to the Balkan countries
10.3. Structure of the imports of sports shoes by importing countries
10.4. Structure of the imports of sports shoes by product types
10.5. Average import prices of the sports shoes, imported to the Balkan countries
11. Overview and analysis of the Balkan exports of sports shoes
11.1. Volume, value and dynamics of the Balkan exports of sports shoes in 2012-2016
11.2. Structure of the Balkan exports of sports shoes by exporting countries

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11.3. Main recipient countries of the Balkan exports of sports shoes
11.4. Structure of the Balkan exports of sports shoes by product types
11.5. Prices of the Balkan exports of sports shoes
12. Characteristics of the consumption of sports shoes in the Balkan countries
12.1. Volume, value and dynamics of the consumption of sports shoes in the Balkan
countries in 2012-2016
12.2. Volume, value and dynamics of the per capita consumption of sports shoes in
the Balkan countries in 2012-2016
12.3. Balance between supply and demand on the sports shoes market in the Balkan
countries in 2012-2016
12.4 Forecast for development of the sports shoes market in the Balkan countries in
2017-2022
About us

List of tables
• Key indicators on the sports shoes market in the Balkan countries in 2012-2016
• Key indicators of the demographics of the Balkan countries in 2012-2016
• Key indicators of the economy of the Balkan countries in 2012-2016
• Forecast for the economy of the Balkan countries for 2017-2019
• Volume and dynamics of the sports shoes market in the Balkan countries in 2012-2016
• Value and dynamics of the sports shoes market in the Balkan countries in 2012-2016
• Structure of the sports shoes market in the Balkan countries in 2012-2016, in volume terms
• Structure of the sports shoes market in the Balkan countries in 2012-2016, in value terms
• Structure of the sports shoes market in the Balkan countries by origin in 2012-2016, in
volume terms
• Structure of the sports shoes market in the Balkan countries by origin in 2012-2016, in
value terms
• Structure of the sports shoes market in the Balkan countries by country in 2012-2016, in
volume terms
• Structure of the sports shoes market in the Balkan countries by country in 2012-2016, in
value terms
• Structure of the Balkan sports shoes market by product types in 2012-2016 in volume terms
• Structure of the Balkan sports shoes market by product types in 2012-2016 in value terms

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Balkan countries: Sports Shoes Market. September 2017

• Structure of the sports shoes market in the Balkan countries by shoe types (application) in
2016, in value terms
• Main trade channels for sports shoes retail distribution in the Balkan countries in 2016, in
value terms
• Market share of the main players on the Balkan retail sports shoes market in 2016, in %
• Country opportunity analysis
• Volume and dynamics of the domestic production of sports shoes in the Balkan countries in
2012-2016
• Value and dynamics of the domestic production of sports shoes in the Balkan countries in
2012-2016
• Structure of the domestic production of sports shoes in the Balkan countries by producing
countries in 2012-2016, in volume terms
• Structure of the domestic production of sports shoes in the Balkan countries by producing
countries in 2012-2016, in value terms
• Structure of the domestic production of sports shoes in the Balkan countries by product
types in 2012-2016, in volume terms
• Structure of the domestic production of sports shoes in the Balkan countries by product
types in 2012-2016, in value terms
• Value chain analysis of the sports shoes market in the Balkan countries
• Cost breakdown of the price formation of sports shoes in the Balkan countries, in %
• Volume and dynamics of the average producer prices of sports shoes in the Balkan countries
by product types in 2012-2016
• Volume and dynamics of the average producer prices of sports shoes in the Balkan countries
by producing countries in 2012-2016
• Volume and dynamics of other prices of sports shoes in the Balkan countries (wholesale,
distributor, retail, etc.) in 2012-2016
• Trade balance of sports shoes foreign trade in the Balkan countries in 2012-2016, in volume
terms
• Trade balance of sports shoes foreign trade in the Balkan countries in 2012-2016, in value
terms
• Trade balance of sports shoes foreign trade in the Balkan countries by trading countries in
2012-2016, in volume terms
• Trade balance of sports shoes foreign trade in the Balkan countries by trading countries in
2012-2016, in value terms
• Trade balance of sports shoes foreign trade in the Balkan countries by product types in
2012-2016, in volume terms
• Trade balance of sports shoes foreign trade in the Balkan countries by product types in
2012-2016, in value terms
• Volume and dynamics of the imports of sports shoes to the Balkan countries in 2012-2016

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• Value and dynamics of the imports of sports shoes to the Balkan countries in 2012-2016
• Main countries, exporting sports shoes to the Balkan countries in 2012-2016, in volume
terms
• Main countries, exporting sports shoes to the Balkan countries in 2012-2016, in value terms
• Structure of the imports of sports shoes to the Balkan countries by importing countries in
2012-2016, in volume terms
• Structure of the imports of sports shoes to the Balkan countries by importing countries in
2012-2016, in value terms
• Structure of the imports of sports shoes to the Balkan countries by product types in 20122016, in volume terms
• Structure of the imports of sports shoes to the Balkan countries by product types in 20122016, in value terms
• Average prices of the sports shoes, imported to the Balkan countries in 2012-2016
• Average prices of the sports shoes, imported to the Balkan countries in 2012-2016 by
importing countries
• Volume and dynamics of the Balkan exports of sports shoes in 2012-2016
• Value and dynamics of the Balkan exports of sports shoes in 2012-2016
• Recipient countries of the Balkan exports of sports shoes in 2012-2016, in volume terms
• Recipient countries of the Balkan exports of sports shoes in 2012-2016, in value terms
• Structure of the Balkan exports of sports shoes by exporting countries in 2012-2016, in
volume terms
• Structure of the Balkan exports of sports shoes by exporting countries in 2012-2016, in
value terms
• Structure of the Balkan exports of sports shoes by product types in 2012-2016, in volume
terms
• Structure of the Balkan exports of sports shoes by product types in 2012-2016, in value
terms
• Average prices of the Balkan exports of sports shoes in 2012-2016
• Average prices of the Balkan exports of sports shoes in 2012-2016 by exporting countries
• Volume and dynamics of the consumption of sports shoes in the Balkan countries in 20122016
• Value and dynamics of the consumption of sports shoes in the Balkan countries in 20122016
• Volume and dynamics of the per capita consumption of sports shoes in the Balkan countries
in 2012-2016
• Value and dynamics of the per capita consumption of sports shoes in the Balkan countries
in 2012-2016
• Balance between supply and demand on the sports shoes market in the Balkan countries in
2012-2016, in volume terms

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Balkan countries: Sports Shoes Market. September 2017

• Balance between supply and demand on the sports shoes market in the Balkan countries in
2012-2016, in value terms
• Forecast for the total supply of sports shoes in the Balkan countries in 2017-2022 (under
the framework of the base scenario), in volume and value terms
• Forecast for the total supply of sports shoes in the Balkan countries in 2017-2022 (under
the framework of the pessimistic scenario), in volume and value terms
• Forecast for the total supply of sports shoes in the Balkan countries in 2017-2022 (under
the framework of the optimistic scenario), in volume and value terms

List of figures
• Volume and dynamics of the sports shoes market in the Balkan countries in 2012-2016
• Value and dynamics of the sports shoes market in the Balkan countries in 2012-2016
• Structure of the sports shoes market in the Balkan countries in 2012-2016, in volume terms
• Structure of the sports shoes market in the Balkan countries in 2012-2016, in value terms
• Structure of the sports shoes market in the Balkan countries by origin in volume terms in
2012-2016
• Structure of the sports shoes market in the Balkan countries by origin in value terms in
2012-2016
• Structure of the sports shoes market in the Balkan countries by country in 2012-2016, in
volume terms
• Structure of the sports shoes market in the Balkan countries by country in 2012-2016, in
value terms
• Structure of the Balkan sports shoes market by product types in 2012-2016, in volume
terms
• Structure of the Balkan sports shoes market by product types in 2012-2016, in value terms
• Structure of the sports shoes market in the Balkan countries by shoe types (application) in
2016, in value terms
• Main trade channels for sports shoes retail distribution in the Balkan countries in 2016, in
value terms
• Market share of the main players on the Balkan retail sports shoes market in 2016, in %
• Volume and dynamics of the domestic production of sports shoes in the Balkan countries in
2012-2016
• Value and dynamics of the domestic production of sports shoes in the Balkan countries in
2012-2016
• Structure of the domestic production of sports shoes in the Balkan countries by producing
countries in 2012-2016, in volume terms

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Balkan countries: Sports Shoes Market. September 2017

• Structure of the domestic production of sports shoes in the Balkan countries by producing
countries in 2012-2016, in value terms
• Structure of the domestic production of sports shoes in the Balkan countries by product
types in 2012-2016, in volume terms
• Structure of the domestic production of sports shoes in the Balkan countries by product
types in 2012-2016, in value terms
• Value chain analysis of the sports shoes market in the Balkan countries
• Structure of the sports shoes price formation in the Balkan countries, in %
• Volume and dynamics of the average producer prices of sports shoes in the Balkan countries
by product types in 2012-2016
• Deviation of the average producer prices of sports shoes in the Balkan countries in 20122016 by producing countries
• Volume and dynamics of other prices of sports shoes in the Balkan countries (wholesale,
distributor, retail, etc.) in 2012-2016
• Trade balance of sports shoes foreign trade in the Balkan countries in 2012-2016, in volume
terms
• Trade balance of sports shoes foreign trade in the Balkan countries in 2012-2016, in value
terms
• Trade balance of sports shoes foreign trade in the Balkan countries by trading countries in
2012-2016, in volume terms
• Trade balance of sports shoes foreign trade in the Balkan countries by trading countries in
2012-2016, in value terms
• Trade balance of sports shoes foreign trade in the Balkan countries by product types in
2012-2016, in volume terms
• Trade balance of sports shoes foreign trade in the Balkan countries by product types in
2012-2016, in value terms
• Volume and dynamics of the imports of sports shoes to the Balkan countries in 2012-2016
• Value and dynamics of the imports of sports shoes to the Balkan countries in 2012-2016
• Main countries, exporting sports shoes to the Balkan countries in 2012-2016, in volume
terms
• Main countries, exporting sports shoes to the Balkan countries in 2012-2016, in value terms
• Structure of the imports of sports shoes to the Balkan countries by importing countries in
2012-2016, in volume terms
• Structure of the imports of sports shoes to the Balkan countries by importing countries in
2012-2016, in value terms
• Structure of the imports of sports shoes to the Balkan countries by product types in 20122016, in volume terms
• Structure of the imports of sports shoes to the Balkan countries by product types in 20122016, in value terms

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Balkan countries: Sports Shoes Market. September 2017

• Average prices of the sports shoes, imported to the Balkan countries in 2012-2016
• Average prices of the sports shoes, imported to the Balkan countries in 2012-2016 by
importing countries
• Volume and dynamics of the Balkan exports of sports shoes in 2012-2016
• Value and dynamics of the Balkan exports of sports shoes in 2012-2016
• Recipient countries of the Balkan exports of sports shoes in 2012-2016, in volume terms
• Recipient countries of the Balkan exports of sports shoes in 2012-2016, in value terms
• Structure of the Balkan exports of sports shoes by exporting countries in 2012-2016, in
volume terms
• Structure of the Balkan exports of sports shoes by exporting countries in 2012-2016, in
value terms
• Structure of the Balkan exports of sports shoes by product types in 2012-2016, in volume
terms
• Structure of the Balkan exports of sports shoes by product types in 2012-2016, in value
terms
• Average prices of the Balkan exports of sports shoes in 2012-2016
• Average prices of the Balkan exports of sports shoes in 2012-2016 by exporting countries
• Volume and dynamics of the consumption of sports shoes in the Balkan countries in 20122016
• Value and dynamics of the consumption of sports shoes in the Balkan countries in 20122016
• Volume and dynamics of the per capita consumption of sports shoes in the Balkan countries
in 2012-2016
• Value and dynamics of the per capita consumption of sports shoes in the Balkan countries
in 2012-2016
• Balance between supply and demand on the sports shoes market in the Balkan countries in
2012-2016, in volume terms
• Balance between supply and demand on the sports shoes market in the Balkan countries in
2012-2016, in value terms
• Forecast for the total supply of sports shoes in the Balkan countries in 2017-2022 (under
the framework of the base scenario), in volume and value terms
• Forecast for the total supply of sports shoes in the Balkan countries in 2017-2022 (under
the framework of the pessimistic scenario), in volume and value terms
• Forecast for the total supply of sports shoes in the Balkan countries in 2017-2022 (under
the framework of the optimistic scenario), in volume and value terms

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143,2862.

Balkan countries: Sports Shoes Market. September 2017

Executive summary

The Balkan sports shoes market showed steady … dynamics in volume terms in the period
2012-2016. In 2012, it was equal to X thousand pairs. In the next four years, it … on an
annual basis at rates of X%, X%, X% and X%, respectively. So, in 2016, the market reached
X thousand pairs. This was an overall … of about X% for the past five years. In the medium
term, experts believe that the market will continue its … at rates of about X%-X% per year.
In value terms, the sports shoes market in the Balkan countries showed similar dynamics to
the same indicator in volume terms. In 2012, it was equal to X billion EUR...


Table 1 Key indicators on the Balkan sports shoes market in 2012-2016
Indicators

2012

2013

2014

2015

2016

Market volume and value in the Balkan countries
in 000’s of pairs

X

X

9,229

X

X

in 000's of EUR

X

X

X

X

X

Volume and value of production in the Balkan countries
in 000’s of pairs

5,418

X

X

X

X

in 000's of EUR

X

X

X

X

X

Volume and value of imports to the Balkan countries
in 000’s of pairs

X

X

X

X

X

in 000's of EUR

X

143,286

X

X

X

Volume and value of the Balkan exports
in 000’s of pairs

X

X

X

X

X

in 000's of EUR

X

X

X

X

X

Share of domestically produced
goods on the market, in
volume terms
Share of foreign products on
the market, in volume terms

X%

X%

X%

X%

X%

X%

X%

X%

X%

X%

Average prices on the domestic market
Average producer prices, in
X
X
X
X
X
EUR/pair
Average retail prices, in
X
X
X
X
X
EUR/pair
Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)

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6. Overview and analysis of the sports shoes market in the Balkan
countries
6.1.

Volume, value and dynamics of the sports shoes market in the Balkan countries in
2012-2016

The Balkan sports shoes market in 2012 was equal to about … pairs. In the next few years, it
...
Table 2 Volume and dynamics of the sports shoes market in the Balkan countries
in 2012-2016, in thousands of pairs and in %
Year
Market volume, in 000’s of pairs
Dynamics, in %
2012

X

X%

2013

X

X%

2014

9,229

X%

2015

X

X%

2016

X

X%

Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)

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Balkan countries: Sports Shoes Market. September 2017

Volume and dynamics of the Balkan sports shoes market in 2012-2016
250

200

X

110%

X

X
X%

112%

X

X
X%

108%

X%

X%

106%

150

100

104%
102%

100%

100%
98%

50

96%
0

94%
2012

2013

2014

Market volume, in 000's of pairs

2015

2016

Dynamics, in %

Fig. 1 Volume and dynamics of the sports shoes market in the Balkan countries in
2012-2016, in thousands of pairs and in %1
Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)



1

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differ from the real figures you will get by purchasing the full report!

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6.3.

Balkan countries: Sports Shoes Market. September 2017

Structure of the sports shoes market in the Balkan countries by origin

During the whole analyzed period, the market was dominated by … products in both volume
and value terms. In physical ones, the share of products of domestic origin was in the range
of X%-X% of the total market. In value terms, their share was in the range of X%-X%. In
2012, the domestically produced products accounted for X% of the market in physical and
X% in value terms. In the next few years, their share …


Table 3 Structure of the sports shoes market in the Balkan countries by origin in
2012-2016, in thousands of pairs
Year
2012

Market volume, in
000’s of pairs
X

Domestically produced
products, in 000’s of pairs
X

Foreign products, in
000’s of pairs
X

2013

X

X

X

2014

9,229

X

X

2015

X

X

X

2016

X

X

X

Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)

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Balkan countries: Sports Shoes Market. September 2017

Structure of the Balkan sports shoes market by origin in 2012-2016 in
volume terms, in %
80,00%
70,00%

X%

X%

X%

X%

X%

60,00%
50,00%
X%

40,00%

X%

X%

X%

X%

30,00%
20,00%
10,00%
0,00%
2012

2013

2014

Domestically produced products, in 000's of pairs

2015

2016

Foreign products, in 000's of pairs

Fig. 2 Structure of the sports shoes market in the Balkan countries by origin in
2012-2016 in volume terms, in %2
Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)

2

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differ from the real figures you will get by purchasing the full report!

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6.4.

Balkan countries: Sports Shoes Market. September 2017

Structure of the sports shoes market in the Balkan countries by countries in 20122016

The countries with the largest sports shoes markets in volume terms in the Balkan countries
in 2016 were …, …, …, … and …. In total, they accounted for …% of the market in volume
terms. … was the clear leader, as it alone accounted for …% of the market. The highest
growing markets in the Balkan countries in the last five years were …, … and …, which grew
at CAGR of …%, …% and …%, respectively…


Table 4 Structure of the sports shoes market in the Balkan countries by countries
in 2012-2016, in thousands of pairs and in %
Country

Market
volume
in 2012,
in 000's
of pairs

Market
volume
in 2013,
in 000's
of pairs

Market
volume in
2014, in
000's of
pairs

Market
volume in
2015, in
000's of
pairs

Market
volume
in 2016,
in 000's
of pairs

CAGR
2012
2016

Country
share in
2016, in
%

Bulgaria

X
X
X
X
X
X

X
X
X
X
X
X

X
X
X
X
X
X

X
X
X
X
X
X

X
X
X
X
X
X

X%
X%
X%
X%
X%
X%

X%
X%
X%
X%
X%
X%

X
X

X
X

X
X

X
X

X
X

X%
X%

X%
X%

X
X

X
X

X

X
X

X
X

X%
X%

X%
X%

Croatia
Romania
Slovenia
Greece
Bosnia and
Herzegovina
Montenegro
Macedonia
Serbia
Total

9,229

Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)

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Balkan countries: Sports Shoes Market. September 2017

Structure of the Balkan sports shoes market by countries in 2016 in volume
terms, in %
Country A

X%

Country B

X%

Country C

Country D

X%

Country E

X%

Country F

X%

X%
X%

Country G

X%

Other countries

Fig. 3 Structure of the sports shoes market in the Balkan countries in volume
terms in 2016 by countries, in %3
Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)



3

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6.5.

Balkan countries: Sports Shoes Market. September 2017

Structure of the sports shoes market in the Balkan countries by product types in
2012-2016

The Balkan sports shoes market had a relatively homogenous structure by product types
during the analyzed period. Throughout the whole analyzed period, the market was dominated
by …, which accounted for more than …% of it. It 2016, their share was …% of the total. They
also showed the … dynamics, … at CAGR of …% per annum. They were followed by … with a
share of …% in 2016. They also recorded significant … at CAGR of …% per year…


Table 5 Structure of the sports shoes market in the Balkan countries by product
types in 2012-2016, in thousands of pairs and in %
Country

Market
volume
in 2012,
in 000’s
of pairs

Market
volume
in 2013,
in 000’s
of pairs

Market
volume in
2014, in
000’s of
pairs

Market
volume in
2015, in
000’s of
pairs

Market
volume
in 2016,
in 000’s
of pairs

CAGR
2012
2016

Country
share in
2016, in
%

Textile
sports shoes
Leather
sports shoes
Rubber and
plastic
sports shoes
Total

X

X

X

X

X

X%

X%

X

X

X

X

X

X%

X%

X

X

X

X

X

X%

X%

X

X

9,229

X

X

X%

X%

Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)

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Balkan countries: Sports Shoes Market. September 2017

Structure of the Balkan sports shoes market by product types in 2016 in
volume terms, in %

X%

Product A

Product B

X%

Product C

X%

Fig. 4 Structure of the sports shoes market in the Balkan countries in volume
terms in 2016 by product types, in %4
Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)



4

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differ from the real figures you will get by purchasing the full report!

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Balkan countries: Sports Shoes Market. September 2017

6.6. Key recent trends on the sports shoes market in the Balkan countries
The last few years have shaken the Balkan sports shoes market, which proved innovative and
resistant enough to quickly overcome the results of the economic and financial crisis in the
Balkan countries. Unlike many other commodity markets in the Balkan countries, the sports
shoes one registered steady growth even in time of crisis, when people were skeptical about
purchases that are not of first necessity. The benefits of the active lifestyle and wearing
comfortable shoes are one of the main market drivers and people will continue to invest in
their own well-being.


In the last year, most of the sports shoes purchases in the Balkan countries were made in
footwear retailers, accounting for about …% of all sales. They were followed by department
stores with …% of the total and online retailers with another …%. The hypermarkets,
supermarkets and discounters had a share of …%, followed by discount, variety and general
merchandise retailers with …% and other retailers with …%.
Table 6 Main trade channels for sports shoes retail distribution in the Balkan
countries in 2016 in value terms, in % to the total
Trade channel
Share of total sales in 2016 in value
terms, in %
Footwear retailers
X%
Department stores

X%

Online retailers

X%

Hypermarket, supermarket &
discounters
Discount, variety & general
merchandise retailers
Other retails

X%

Total

100.00%

X%
X%

Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)


Of course, there can be significant variations among the exact retail distribution in the
different countries. Many of the Western European countries, such as France, Germany, and
the UK, are fairly consolidated with a small number of large market players dominating.
However, in other countries, like Poland, traditional retail formats still hold a significant share
of the industry. As such, there are very differing retail landscapes within the region. Also,
entry to the modern sportswear retail segment of the industry is problematic. Large-scale,
established retailers, with operating businesses that benefit significantly from economies of

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Balkan countries: Sports Shoes Market. September 2017

scale and the ability to employ aggressive pricing schemes, which cannot be matched by
smaller retailers, enjoy a significant advantage. Strong branding exercises and fast paced
expansion deepens this market control...


Even though brick and mortar retailers and department stores still account for the largest
proportion of sales in the Balkan footwear market, online market retailers are getting more
and more preferred by the millenials. The social media is the most common mediator between
the end-customers and the footwear companies. A lot of the Balkan consumers are sharing
their buying preferences and experiences online.


Some retailers have attempted backward integration; for example, sporting goods retailers
have been developing their own label sports shoes, putting the branded products under
pressure…


In the recent years, in the footwear industry, the average wages are rising when the market
is experiencing excess labor demand. As a result, the leading companies are implementing
technological advancements connected to minimizing labor while maximizing output. The
manufacturing techniques involve robotics and more productive machines replacing the
human labor in the process. The technology is progressing in several areas: fabrics technology
involving sustainability, durability, and weather-resistance; technology aiming cost-price
reduction; and technology, based on alternative materials processing.



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6.7.

Balkan countries: Sports Shoes Market. September 2017

Competitive landscape of the market


The sports shoes market can be considered quite fragmented in the Balkan countries.
Globally, … and … dominate the market with more than …% of the global sports footwear
market and about …% of the global sports apparel market as of 2016. The rest of the market
belongs to a wide number of less influential players.
In the Balkan countries, the two largest players had a combined share of about …% of the
market. … accounted for about a … of it (…%) in 2016 and thus was the leading players. It
was followed by … with …% of the market. They were followed by … with …%, … with …%,
and … with …%. The rest of the players combined had a share of …% of the market value in
2016.
Table 7 Market share of the main players on the Balkan retail sports shoes market
in 2016, in % to the total (calculated in retail prices)
Main players
Share in 2016, in %
Nike

X%

Adidas

X%

New Balance

X%

Puma

X%

Asics

X%

Others

X%

Total

100.00%

Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)


There is intense competition among the big players... Retailers can switch between different
manufacturers' products quite easily, which increases the degree of rivalry amongst players...



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6.9.

Balkan countries: Sports Shoes Market. September 2017

Key drivers and restraints for the market development in the medium term


One of the strongest market drivers in the medium term is connected with the stable domestic
demand. The Balkan sports shoes market can be conditionally divided into two geographical
submarkets: the stable and mature markets of … and … the Balkan countries and the growing
and developing markets of … and … the Balkan countries. In the last five years, the latter
have been growing at a very high pace and still have a lot of room to grow even further. The
growth in … is not that high, but the demand for sports shoes there has proven to be stable
even in times of economic uncertainties…


Another important demand driver is connected with the development of online retail trade.
The success of online retail giants with quick and easy ordering, purchasing and delivery
(especially in Western the Balkan countries) is an evidence that this industry will continue its
growth in the medium term...



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Balkan countries: Sports Shoes Market. September 2017

7. Overview and analysis of the domestic production of sports
shoes in the Balkan countries
7.1. Volume, value and dynamics of the domestic production of sports shoes in the Balkan
countries in 2012-2016
As an overall, the Balkan production of sports shoes in volume terms showed … dynamics in
the period 2012-2016. In 2012, in the Balkan countries were produced 5.4 million pairs of
sports shoes. In the next year, the production … by …%, which was followed by … years of ….
It happened at rates of …% and …%, respectively. In 2016, the production volume … by …%
and reached … thousand pairs, which was its … value for the period. This was an overall … of
…% for the last five years. Experts forecast that in the next few years, the Balkan production
will … at … rates of …% per year.


Table 8 Volume and dynamics of the domestic production of sports shoes in the
Balkan countries in 2012-2016, in thousands of pairs and in %
Year
Production volume, in 000's of pairs
Dynamics, in %
2012

5,418

X%

2013

X

X%

2014

X

X%

2015

X

X%

2016

X

X%

Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)



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Balkan countries: Sports Shoes Market. September 2017

Value and dynamics of the Balkan production of sports shoes in 2012-2016
600

112%
X%

500

X
X

400

X
X%

X

X
X%

X%

110%
108%

106%
104%

300
102%

X%
200

100%
98%

100
96%
0

94%
2012

2013

2014

Production value, in 000's of EUR

2015

2016

Dynamics, in %

Fig. 5 Value and dynamics of the domestic production of sports shoes in the
Balkan countries in 2012-2016, in thousands of EUR and in %5
Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)



5

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differ from the real figures you will get by purchasing the full report!

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Balkan countries: Sports Shoes Market. September 2017

7.3. Structure of the Balkan production of sports shoes by product types


The Balkan sports shoes production was dominated by … sports shoes in the last few years,
accounting for more than …% of it in 2012-2016. Their share in 2016 was …%. They also
showed the … dynamics, increasing at CAGR of …% per annum. This left about …% of the
production to … sports shoes. They also showed … dynamics, but at lower rates – …% per
year. Experts expect that in the next few years, the production of both product types will
continue to … at rates of …%-…% per year.
Table 9 Volume and dynamics of the Balkan production of sports shoes by product
types in 2012-2016, in thousands of pairs and in %
Product
types

Production
volume in
2012, in
000's of
pairs

Production
volume in
2013, in
000's of
pairs

Production
volume in
2014, in
000's of
pairs

Production
volume in
2015, in
000's of
pairs

Production
volume in
2016, in
000's of
pairs

CAGR
20122016

Share in
2016, in
%

Textile
sports
shoes
Other
sports
shoes
Total

X

X

X

X

X

X%

X%

X

X

X

X

X

X%

X%

5,418

X

X

X

X

X%

100.0%

Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)



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Balkan countries: Sports Shoes Market. September 2017

7.4. Characteristics of the main companies, producers of sports shoes in the Balkan
countries


At the moment, in the Balkan countries there are … sports shoes manufacturers. Almost each
the Balkan country …. The companies, engaged in the retail sales of sports shoes in the region
are … with … of retail outlets. The report includes some of the leading manufacturers, ranked
in no particular order.



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Balkan countries: Sports Shoes Market. September 2017

8. Characteristics and analysis of the prices of sports shoes in the
Balkan countries

8.3. Characteristics of the producer prices of sports shoes in the Balkan countries in 20122016


The average producer prices of sports shoes in the Balkan countries in the period 2012-2016
showed … dynamics. In 2012, a pair of sports shoes, purchased directly from the producer cost
about … EUR in the Balkan countries. In the next four years, the indicator recorded steady …
with only one exception in 2014, when it … by …%. Its … rates in the other years were …%, …%
and …%, respectively. So, in 2016, the average producer price reached … EUR per pair, which
was an overall … of …% for the period. Experts expect that the average producer prices will … in
the next five years at … rates of …% per annum.

Table 10 Volume and dynamics of the average producer prices of sports shoes by
product types in the Balkan countries in 2012-2016, in EUR per pair and in %
Producer
Producer
Producer Producer Producer
Product types
CAGR
price in
price in
price in
price in
price in
2012-2016
Textile sports
shoes
Other sports
shoes
Average

2012, in
EUR/pair

2013, in
EUR/pair

2014, in
EUR/pair

2015, in
EUR/pair

2016, in
EUR/pair

X

X

X

X

X

X%

X

X

X

X

X

X%

X

X

X

X

X

X%

Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)



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Balkan countries: Sports Shoes Market. September 2017

Average producer prices of sports shoes in the Balkan countries by product
types in 2012-2016
Textile sports shoes, in EUR/pair

Other sports shoes, in EUR/pair

Average, in EUR/pair

35
30
25
20
15

10
5
0
2012

2013

2014

2015

2016

Fig. 6 Deviation of the average producer prices of sports shoes in the Balkan
countries by product types in 2012-2016, in EUR per pair6
Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)


The average producer prices of sports shoes … among the majority of the Balkan countries.
Usually, the manufacturers who are active in a few countries create a harmonized strategy
for price-setting in the whole region (for example, the Scandinavian countries) and the prices
in the countries within the specified region are very similar. Of course, there are some
differences mostly due to the different logistical and local costs. The largest differences come
from the different product characteristics. In 2016, the highest producer prices had the
sports shoes, made in …, … and …. On the contrary, the cheapest sports shoes were made
in … and ….

6

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differ from the real figures you will get by purchasing the full report!

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Balkan countries: Sports Shoes Market. September 2017

Deviation of the average producer prices of sport shoes in the Balkan
countries by producing countries in 2016
4,000
3,500
3,000
2,500
2,000
1,500
1,000
0,500
0,000
Bosnia and
Herzegovina

Bulgaria

Croatia

Producer price in 2016, in EUR/pair

Greece

Montenegro

Romania

Serbia

Slovenia

Average European producer price in 2016, in EUR/pair

Fig. 7 Deviation of the average producer prices of sports shoes in the Balkan
countries by producing countries in 2016, in EUR per pair7
Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)



7

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differ from the real figures you will get by purchasing the full report!

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Balkan countries: Sports Shoes Market. September 2017

10. Overview and analysis of the imports of sports shoes to the
Balkan market

10.2. Major trade inflows of sports shoes imports to the Balkan countries


The imports of sports shoes in the last few years by exporting countries were mainly
dominated by the Balkan countries. This is due to a number of factors. First of all, most of
the Balkan countries are part of the European Union and the import-export operations are
much faster, easier and without much documentation...


In 2016, in volume terms, the main share of imports belonged to …. It was then followed by
… with … pairs (…%) and … with … pairs (…%). The fourth and fifth place, respectively,
were taken by … and … with ... (…%) and … pairs (…%). In value terms, the three leading
countries were - …, … and … with imported products, equal to … (…% of the total) , … (…%)
and … EUR (…%).
Table 11 Main countries, exporting sports shoes to the Balkan countries in 20122016, in thousands of EUR and in %
Import
Import
Import
Import
Import
CAGR Shar
value in
value in
value in
value in value in 2012e in
2012, in
2013, in 2014, in 2015, in 2016, in 2016 2016
000's of
000's of
000's of
000's of 000's of
, in
EUR
EUR
EUR
EUR
EUR
%
Country A
X
X
X
X
X
X%
X%
Country B

X

X

X

X

X

X%

X%

Country C

X

X

X

X

X

X%

X%

Country D

X

X

X

X

X

X%

X%

Country E

X

X

X

X

X

X%

X%

Country F

X

X

X

X

X

X%

X%

Country G

X

X

X

X

X

X%

X%

Country H

X

X

X

X

X

X%

X%

Country I

X

X

X

X

X

X%

X%



X

X

X

X

X

X%

X%

Other
countries
Total

X

X

X

X

X

X%

X%

X

X

X

X

X

X%

X%

Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)

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Balkan countries: Sports Shoes Market. September 2017

Structure of the imports of sports shoes to the Balkan countries in 2016 in
value terms, in %

Country A
Country B

Country C
Country D
Country E

Country F
Country G
Others

Fig. 8 Structure of the imports of sports shoes in the Balkan countries by
importing countries in 2016 in value terms, in %8
Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)

8

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Balkan countries: Sports Shoes Market. September 2017

10.4. Structure of the imports of sports shoes by product types


The import structure by product types in volume terms was dominated by … sports shoes in
2012-2016. Throughout the whole analyzed period, this product type accounted for about …
of the total imports in volume terms. In 2016, its share was …% of the total. It also happened
to be the product group with the highest growth, increasing at CAGR of …% per year. It was
followed by … sports shoes, which had a share of …% of the total imports in volume terms in
2016. In terms of dynamics, this was the product group with the lowest dynamics, … at CAGR
of …% per annum. The smallest product group were the … sports shoes, which in 2016
accounted for …% of the total. They … at CAGR of …% per annum in the last five years.
Experts expect that in the medium term the structure of imports in volume terms will … by
…% per year.


Table 12 Value and dynamics of the imports of sports shoes to the Balkan
countries by product types in 2012-2016, in thousands of EUR and in %
Product
types

Leather
sports
shoes
Rubber
and
plastic
sports
shoes
Textile
sports
shoes
Total

Import
value in
2012, in
000's of
EUR
X

Import
value in
2013, in
000's of
EUR
X

Import
value in
2014, in
000's of
EUR
X

Import
value in
2015, in
000's of
EUR
X

Import
value in
2016, in
000's of
EUR
X

CAGR
20122016

Share
in
2016,
in %

X%

X%

X

X

X

X

X

X%

X%

X

X

X

X

X

X%

X%

X

143,286

X

X

X

X%

X%

Source: Data (Eurostat, UN Comtrade, Local statistical offices, WMStrategy own
calculations, Interview with market experts), Analysis (WMStrategy)

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Balkan countries: Sports Shoes Market. September 2017

Structure of the imports of sports shoes to the Balkan countries by product
types in 2016 in value terms, in %

X%

Product A
Product B

X%

Product C

X%

Fig. 9 Structure of the imports of sports shoes to the Balkan countries by product
types in value terms in 2016, in %9
Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)



9

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differ from the real figures you will get by purchasing the full report!

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Balkan countries: Sports Shoes Market. September 2017

12. Characteristics of the consumption of sports shoes in the
Balkan countries
12.1. Volume, value and dynamics of the consumption of sports shoes in the Balkan
countries in 2012-2016


The consumption volume of sports shoes in the Balkan countries in 2012 was … thousand
pairs, which were valued at … billion EUR. During the analyzed period, the consumption in
both volume and value terms showed mixed dynamics...


Table 13 Volume, value and dynamics of the consumption of sports shoes in the
Balkan countries in 2012-2016, in thousands of pairs, thousands of EUR and in %
Year
Market
Market value, Inventory Consumption, Consumption,
volume, in
in 000's of
levels
in 000’s of
in 000's of
000’s of pairs
EUR
pairs
EUR
2012
X
X
X%
X
X
2013

X

X

X%

X

X

2014

9,229

X

X%

X

X

2015

X

X

X%

X

X

2016

X

X

X%

X

X

Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)



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Balkan countries: Sports Shoes Market. September 2017

Volume and dynamics of the consumption of sports shoes in the Balkan
countries in 2012-2016
X%

250

112%
X

X
200

X

X
X%

110%

X

108%
X%

X%

106%

150

100

104%
102%

X%

100%
98%

50

96%
0

94%
2012

2013

2014

Consumption, in 000's of pairs

2015

2016

Dynamics, in %

Fig. 10 Volume and dynamics of the consumption of sports shoes in the Balkan
countries in 2012-2016, in thousands of pairs and in %10
Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)



10

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differ from the real figures you will get by purchasing the full report!

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Balkan countries: Sports Shoes Market. September 2017

12.2. Volume, value and dynamics of the per capita consumption of sports shoes in the
Balkan countries in 2012-2016


The consumption of sports shoes in the Balkan countries fluctuates a lot among the different
countries in both volume and value terms. The Balkan average consumption in 2012 was …
pairs per capita, which was equal to … EUR per capita. In the next five years, the volume of
per capita consumption in volume terms increased at CAGR of …% per year to reach … pairs
per capita, while the one in value terms grew at CAGR of …% per annum and reached … EUR
per person. The highest levels of consumption were recorded in …, … and … in volume and in
…, … and … in value terms…


Table 14 Volume and dynamics of the per capita consumption of sports shoes in
the Balkan countries by consuming countries in 2012-2016, in pairs per capita and
in %
Country

Consumption
per capita in
2012, in
pairs/capita

Consumption
per capita in
2013, in
pairs/capita

Consumption
per capita in
2014, in
pairs/capita

Consumption
per capita in
2015, in
pairs/capita

Consumption
per capita in
2016, in
pairs/capita

CAGR
20122016

Bulgaria

X

X

X

X

X

X%

Greece

X

X

X

X

X

X%

Romania

X

X

X

X

X

X%

Slovenia

X

X

X

X

X

X%

Croatia

X

X

X

X

X

X%

Bosnia

X

X

X

X

X

X%

Montenegro

X

X

X

X

X

X%

Macedonia

X

X

X

X

X

X%

Serbia

X

X

X

X

X

X%

Average

X

X

X

X

X

X%

Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)



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Balkan countries: Sports Shoes Market. September 2017

Deviation of the Balkan consumption of sport shoes per capita by
consuming countries in 2016, in value terms
0,150
0,100
0,050
0,000
Bosnia and
Herzegovina

Bulgaria

Croatia

Greece

Montenegro

Romania

Serbia

Slovenia

Consumption per capita in 2016, in EUR/capita
Average European consumption per capita in 2016, in EUR/capita

Fig. 11 Deviation of the Balkan consumption of sports shoes per capita in 2016 by
consuming countries in value terms, in EUR per capita11
Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)



11

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differ from the real figures you will get by purchasing the full report!

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Balkan countries: Sports Shoes Market. September 2017

12.3. Balance between supply and demand on the sports shoes market in the Balkan
countries in 2012-2016


Due to the … domestic demand, the domestic supply is … to cover it fully, so the local balance
between supply and demand in volume terms was … with domestic supply being able to cover
…%-…% of the domestic demand in the last five years. In value terms, the situation was very
similar, but had different dynamics due to the different per pair prices of the sports shoes,
produced in the Balkan countries and the imported ones. In value terms, the balance between
domestic supply and domestic demand was …, as the domestic supply was able to cover …%…% of the domestic demand in the last five years.


Table 15 Balance between domestic supply and domestic demand on the sports
shoes market in the Balkan countries in 2012-2016, in thousands of pairs and in %
Year
Volume of
Volume of domestic
Balance, in
Supply, in % to
domestic supply, demand, in 000’s of 000’s of pairs
the total
in 000’s of pairs
pairs
demand
2012
X
X
X
X%
2013

X

X

X

X%

2014

X

X

X

X%

2015

X

X

X

X%

2016

X

X

X

X%

Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)

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Balkan countries: Sports Shoes Market. September 2017

Balance between domestic supply and domestic demand on the Balkan
sports shoes market in 2012-2016, in volume terms
400

X

300
200

X

X

X

X

X

X

X

X

X

100
0
2012
2013
2014

2015
2016
Volume of domestic supply, in 000's of pairs

Volume of domestic demand, in 000's of pairs

Fig. 12 Balance between domestic supply and domestic demand on the sports
shoes market in the Balkan countries in 2012-2016, in thousands of pairs12
Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)

12

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differ from the real figures you will get by purchasing the full report!

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Balkan countries: Sports Shoes Market. September 2017

12.4. Forecast for development of the sports shoes market in the Balkan countries in 20172022


In the last five years, the Balkan sports shoes market was dominated by … and this trend will
continue in the medium term. Due to the …, the market will show … in the period until 2022.
Understandably, this will happen if the overall the Balkan economy is able to achieve … of …%
per year and….


Under the base scenario for development, the Balkan economy will show … rates of about …%
per year until 2022…. In this scenario, the annual market … rate for the period will be about
…% per year, which means that the market volume in 2022 will reach … thousand pairs or …
billion EUR.
Table 16 Volume, value and dynamics of the sports shoes market in the Balkan
countries in 2012-2016 and forecast for its development in 2017-2022 (under the
framework of the base scenario), in thousands of pairs, thousands of EUR and in
%
Year
Market volume, in
Dynamics, in
Market value, in
Dynamics, in
000’s of pairs
%
000's of EUR
%
2012
X
X%
X
X%
2013

X

X%

X

X%

2014

9,229

X%

X

X%

2015

X

X%

X

X%

2016

X

X%

X

X%

2017F

X

X%

X

X%

2018F

X

X%

X

X%

2019F

X

X%

X

X%

2020F

X

X%

X

X%

2021F

X

X%

X

X%

2022F

X

X%

X

X%

Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)

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Balkan countries: Sports Shoes Market. September 2017

Volume and dynamics of the sports shoes market in the Balkan countries in
2012-2022F (base scenario)
300

112,00%
110,00%

250
108,00%

200

106,00%
104,00%

150
102,00%
100

100,00%
98,00%

50
96,00%
0

94,00%
2012

2013

2014

2015

2016

2017F

2018F

Market volume, in 000's of pairs

2019F

2020F

2021F

2022F

Dynamics, in %

Fig. 13 Volume and dynamics of the sports shoes market in the Balkan countries
in 2012-2016 and forecast for its development in 2017-2022 (under the
framework of the base scenario), in thousands of pairs and in %13
Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis
(WMStrategy)

13

Please, bear in mind that the figures, presented in this demo version are for illustrative purposes only and might

differ from the real figures you will get by purchasing the full report!

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Balkan countries: Sports Shoes Market. September 2017

Similar reports
We can provide similar reports with a different geographical coverage. These can be
conditionally divided into single-country and regional (multi-country) reports. The main
difference between the two is the geographical coverage and research focus.
We offer similar reports, covering the following countries/regions:


Europe:
o

Single-country reports for: Austria, Belgium, Bosnia and Herzegovina, Bulgaria,
Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany,
Greece, Hungary, Iceland, Ireland, Italy, Latvia, Lithuania, Luxembourg,
Macedonia, Malta, Montenegro, Norway, Poland, Portugal, Romania, Serbia,
Slovakia, Slovenia, Spain, the Netherlands, the United Kingdom, Russia,
Belarus, Ukraine, and Turkey;

o

Regional reports for: European Union, Central the Balkan countries, Eastern
Europe, Northern Europe, Southern Europe, Western Europe, Balkan countries,
Southeast Europe, Central and Eastern Europe, Baltic countries, Benelux
countries, Scandinavian countries, Mediterranean countries, Iberian countries;



Asia-Pacific:
o

Single-country

reports

for:

Australia,

China,

India,

Indonesia,

Japan,

Singapore, South Korea;
o




Regional reports for: Asia-Pacific;

North America:
o

Single-country reports for: Canada, the USA, Mexico;

o

Regional reports for: North America;

Others:
o

Single-country reports for: Brazil, South Africa, etc.

Other countries/geographical regions are available for analysis as well – feel free to contact
us for more information!

We offer similar reports, covering the following products/product types:


Slippers;



Leather sandals;



Sandals;



Waterproof footwear;



Safety shoes;

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Balkan countries: Sports Shoes Market. September 2017



Textile shoes;



Leather shoes;



Shoes and boots;



Rubber and plastic shoes;



Leather shoe parts;



Shoe parts;



Industrial wear;



Coats;



Anoraks and wind jackets;



Jackets and blazers;



Men suits;



Women suits;



Suits;



Dresses;



Skirts;



Trousers;



Jeans;



Men shirts;



Women shirts and blouses;



Men boxers;



Lingerie;



Bras;



Pantyhose and tights;



Socks;



Women hosiery;



Men underwear;



T-shirts and vests;



Baby clothing;



Men tracksuits;



Women tracksuits;



Tracksuits and jogging suits;



Ski suits;



Swimwear;



Leather sports gloves;



Hats and headgear;

And many more!

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