Sporting Goods Market in Japan: Key Research Findings 2018

Sporting Goods Market in Japan: Key Research Findings 2018

Yano Research Institute (the President, Takashi Mizukoshi) has conducted a survey on the domestic sporting goods market and has clarified the market trend by category as well as the future outlook of the market.

Figure: Transition of Domestic Sporting Goods Market by Category
Figure: Transition of Domestic Sporting Goods Market by Category

Market Overview

The domestic sporting goods market size in 2017, based on the domestic shipment value, has grown to 1,468,510 million yen, 102.3% of that of the previous year.  Despite that the number of people engaged in sports and exercise is on the decline in the society of decreasing birth rates, the expanding demand to wear sports apparel and shoes in daily lives is likely to boost the domestic market. ​

In addition, inbound tourism demand and the running boom, together with the golf goods market, the second largest market in the entire sporting goods, enjoying the recovering sales of golf clubs, have remarkably contributed to expansion of the domestic market as a whole.

Noteworthy Topics


“FUN+WALK PROJECT” led by the partnership between public and private sectors and put forward by Japan Sports Agency aiming for health promotion has started in March, 2018.

According to Japan Sports Agency, this project aims to promote health by establishing the habit of walking and to increase the population engaged in sports and exercise.  The project has focused on walking because it is easy for people to make a habit of in their daily lives and has combined the factor of “fun” to anchor this habit.  With the aging society in progress, the national healthcare expenditures are likely to increase further.  The project is expected to suppress the national healthcare costs as well as to contribute to extend healthy life expectancy.

The project is also expected to expand the number of people engaged in sports and exercises especially among people in their ages ranging from 20s to 40s who are apt to be lack of exercise.  The Agency considers that this project can trigger the nation to improve health and increase the number of participants of sports and exercises at an earlier period of time.

Since March 5 2018, the “Commuting with Sneakers campaign” has been carried out as the first key activity of the Project.  Because various other campaigns are to be scheduled as a part of the project for the future, the domestic sporting goods market is considered to be on the rise.

Research Outline

1.Research Period: From January to March 2018
2.Research Object: Sporting goods manufacturers, importers, wholesalers, and retailers
3.Research Methogology: Face-to-face interviews, and mail-in questionnaire

What is the sporting goods market in this survey?

The sporting goods market in this survey is the market of equipment and goods used in the following 18 sports categories: Golf, Ski/Snowboard, Fishing, Athletic wear, Outdoor, Sports shoes, Tennis, Swimming, Baseball/Softball, Bicycle sports, Badminton, Martial arts, Table tennis, Fitness, Soccer/Futsal, Basketball, Volleyball and Rugby. The market size is calculated based on the shipment value (domestic shipment) of manufacturers.

Among the categories shown above, “Athletic wear” includes clothing for training, running and other field athletics, and lifestyle (casual wear).  “Sports shoes” include running, walking, multi-purpose shoes (including casual shoes), kids’ shoes, and sports sandals.

Published Report

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