Brazilian tennis moves R $ 18 bi

Despite lower per capita income, part of the Brazilian consumers of sports footwear is willing to pay so expensive as the Swiss to have a foot tennis. Survey of GfK market analysis firm, reports that among Brazilian consumers of these products, 10% they spent over $ 150 for a sports model in 2012. Among the Swiss, 18% have paid the same amount. Yet according to the survey, among the South African or Chilean consumers, less than 1% paid above $ 150. Here, 45% paid between $ 50 and $ 99 and 34% of consumers, less than $ 49.
Last year, the Brazilian market for athletic shoes sold 117 million pairs and grossed $ 18 billion, an increase of 3% in volume and value over the previous year. Divided multiesporte segments, leisure, soccer and race, the latter has gained prominence by the increase of interest in the sport. From 2005 to 2011, an increase of 85% in the number of official evidence.
Racing shoes, in 2011, accounted for 13% of the total volume of the market. Last year, 17%. The global brands that specialize in race expanded its share of 15% in 2011, to 21% last year. The global brands represent 67% of sales in the segment of race in Brazil.
In the category of football, 62% of sales are concentrated in global brands and 63% are above $ 150.
To the Managing Director of GfK, José Guedes, product price disparity in the market indicates that there is potential for consumption. "And it's up to question: is produce this footwear in Brazil instead of care?"
The expectation, with the FIFA Confederations Cup and the World Cup of 2014, is that there is an anticipation of the sale of athletic shoes as happened in the World Cup of South Africa. According to GfK, in 2010, football footwear sales concentrated in the months leading up to the World Cup and in the month of the event. In addition, 20% of sales during the year of the World Cup were in the higher price ranges.