Monday, May 2nd, 2016

Australians spent an estimated $1.3 billion on sporting goods over the past year and Rebel Sport currently owns almost a fifth of the sporting equipment market. This latest retail currency data from Roy Morgan Research spotlights the market ahead of the arrival of French sports retailer Decathlon.

734,000 Australians 14+ (3.7%) bought sporting equipment (not including sportswear and sporting footwear) in an average four weeks in the 12 months to March 2106—spending a combined $1,330 million over the year.

Of the country’s total sporting equipment expenditure, Rebel Sport claimed $254 million (19%)—well ahead of any other individual chain: $50 million was spent at Amart All Sports (which Super Retail Group owns along with Rebel), $48 million at Sports Power, $44 million at Kmart, and $24 million at Big W.

There are also many bricks-and-mortar and online stores that may each hold less than 2% of the overall market, but between them add up to holding 68%--from smaller specialty sports stores such as Sportsco and Stadium Sports, sporting goods stockists like Anaconda, Aldi and Target, and online players like Ebay and DealsDirect.  


Source: Roy Morgan Single Source Australia, April 2015 – March 2016, sample n = 14,426 Australians 14+

Michele Levine, CEO – Roy Morgan Research, says:

“Although Australians spent over $1.3 billion on sporting equipment over the past year, we spend far more on sporting apparel, including $2.5 billion on sports shoes and $1.5 billion on sportswear.

“In both these areas, Rebel holds a strong position—although overall not quite as strong as in sporting equipment alone. Our granular consumer research across specific products shows that Rebel’s market position is also stronger among men than women: it holds 21% of the men’s sportswear and 10% of men’s footwear markets, compared with 12% of women’s sportswear and 6% of women’s sports footwear.

“The arrival of Decathlon will no doubt shake the sporting goods and apparel market. It is known a s ‘category killer’, and it’s entering a fragmented market where the current leader holds only around a fifth of market share, and many smaller, independent stores operate.

Roy Morgan’s current and on-going Single Source data includes a bounty of consumer information on consumers’ habits and attitudes to help sports retailers prepare for the new landscape—from product expenditure, satisfaction, and sports participation, to historical data for lessons on how international entrants like Aldi and H&M or local category killers like Bunnings and Dan Murphy’s impacted their respective markets (and competition) across different consumer segments.”    

Contact Profile

Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332


sporting equipment shopping market australia




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