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By: Jeff James

Listed Under: Top Story

Published: Monday, November 21, 2011

Adverse weather conditions have contributed to the growth in UK sales of outdoor footwear in the past two years, says the NPD Group


The ice and snow that has plagued the UK for the past two winters have played their part in an increase in sales of outdoor footwear.

Figures rose four per cent year on year in the 12 months to December 2010, as robust footwear was purchased by people who needed to get around despite the adverse weather conditions. According to NPD’s Online Consumer Panel, ‘leisure’ usage increased significantly around this time, indicating an upsurge in general use. NPD did not see a sudden increase in sales of hiking, walking or mountaineering shoes, suggesting that people were purchasing outdoor shoes as a necessity rather than for any particular activity.

Long history
With over 10 per cent market share, the outdoor footwear category is the third largest in Great Britain after leisure and running. This market is among the few that doesn’t have the likes of adidas and Nike leading the sales charts. While these two brands have a presence, a number of outdoor specific brands have a long history of serving this sector. Some have diversified into other categories, but the majority remain true to their roots.

Once consumers bought their first pair of outdoor shoes during the winter months, when spring arrived did they return to purchasing their traditional footwear? Not according to NPD. During the summer months sales of outdoor shoes continued to increase, growing by six per cent. As a result, the market was valued at around £200 million for the 12 months to June 2011.

Part of the reason for this growth has been Karrimor’s availability through Sports Direct. The outdoor market is often regarded as a high end, high priced category, but Karrimor’s pricing strategy has opened the market up to a wider audience. The average price of outdoor shoes lies in the mid-£30 region, but Karrimor currently sets prices almost £10 lower.

Leisure usage makes up 50 per cent of the outdoor category - a figure that continues to grow. And according to NPD, the most common reason why people buy a particular outdoor shoe is because of how well it fits.

Women’s sector
The women’s sector is a growth area of the outdoor market - many outdoor and sports retailers saw strong sales during the 12 months to December 2010. Retailers enjoyed another sales spike early in the new year and during the summer months, with Go Outdoors particularly successful (the retailer more than doubled female sales in the 12 months to June 2010).

However, while leisure usage drove sales in the first quarter of the year, outdoor activities such as walking and hiking were the reasons behind second quarter growth. And although core brands are enjoying sales increases, less technical brands are leading the way.

Karrimor and Timberland are proving popular, with the latter seeing a renaissance largely through JD Sports. In addition, Vibram FiveFingers is expected to lead among minimalist fans, as this market continues to grow in popularity.


The NPD Group monitors the sales of sports footwear and apparel in many countries around the world. For more information contact the NPD Group sports team on 01932 355580.

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