The Sports & Outdoors market in Southeast Asia has shown a rapid growth trend in recent years and is expected to continue sustained growth at a compound annual growth rate (CAGR) of 4.40% between 2024 and 2032. According to Statista, the growth rate of the fitness market in Southeast Asia will also grow considerably, at an estimated 9.71% between 2022 and 2027.
This trend shows that the region is becoming a golden market for brands expanding overseas, including products for Sports & Outdoor Equipment (e.g. camping tents, bicycles, treadmills, and footballs), Sports Apparel (e.g. sports t-shirts and jerseys), Sports Shoes (including casual sneakers), and Sports & Outdoor Accessories (e.g. sleeping bags, cycling accessories, and sports bags).
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Having collected first-hand market data from almost 980,000 SKUs across Shopee and Lazada, the two major marketplaces in the region, we analyzed the market structure, categories, best-selling brands, price ranges, and consumer trends across the 6 countries with the biggest online eCommerce markets: Indonesia, Malaysia, Thailand, Vietnam, the Philippines and Singapore.
This article is based on the Sports & Outdoor (Southeast Asia Outlook September 2024)This free PDF looks at the Sports and Outdoor market in Southeast Asia t: market segments, price ranges, popular brands, and much more.Southeast Asia Sports & Outdoors Outlook, which you can download for free to see the full analysis of our research.
Now, let’s dive into the key takeaways from our research into Southeast Asia’s online retail landscape for the Sports & Outdoors industry. We will also cover some findings of the different subcategories within the segment.
1. SEA Sports & Outdoors Market Size - Vietnam and The Philippines account for over 45%
Based on the collected data from Shopee and Lazada, Vietnam (23.5%) and The Philippines (21.8%) have the highest market share of Sports & Outdoor products, albeit closely followed by Thailand (19.6%) and Indonesia (18.0%)
Indonesia and Thailand, however, lead the Sports Shoes market accounting for more than 50% of the market share. Sports & Outdoor (Southeast Asia Outlook September 2024)This free PDF looks at the Sports and Outdoor market in Southeast Asia t: market segments, price ranges, popular brands, and much more.Download the free report for a full analysis
2. SEA Sports & Outdoors Popular Product Segments
For our research, we divided the Southeast Asian Sports & Outdoors market into 4 sub-categories, taking Shopee and Lazada's top-selling products:
- Sports & Outdoor Equipment
- Sports Apparel
- Sports & Outdoor Accessories
- Sports Shoes
Looking at these sub-categories, Sports & Outdoor Equipment—which includes products such as balls, fitness equipment, and camping tents—is the most popular segment (52.8%), followed by Apparel in most markets. Together, these 2 sub-categories account for about 70% of sales on Shopee and Lazada.
Outdoor Equipment for activities such as camping, rock climbing, cycling, and fishing are particularly popular, with market shares of over 65% in Thailand, The Philippines, and Malaysia. We also observe many overseas brands—especially from China—that have performed well in this segment.
It is also interesting to note that in the Philippines' market, Sports & Outdoor Accessories are the second best-selling category, highlighting the potential for overseas auxiliary tool brands to penetrate the market. These brands make up over 24.8% of the market share.
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3. SEA Sports & Outdoors Best-Selling Brands
In terms of brands, although Western brands like Adidas and Nike lead the way, we can already observe local brands as well as Chinese brand GYMPRO that has been performing very well, ranking 4 across all categories, and leading the Sports & Outdoor Equipment sub-category with its home fitness gadgets like dumbbells and yoga products.
As for sub-categories, the Sports Shoe market, typically dominated by European and Western brands, is already exhibiting higher diversity with brands from China slowly growing. Lovito and AirActive Leisure have recently become quite popular in Sportswear and footwear brands 361° and Anta Sports achieving good sales results particularly in The Philippines. Sports & Outdoor (Southeast Asia Outlook September 2024)This free PDF looks at the Sports and Outdoor market in Southeast Asia t: market segments, price ranges, popular brands, and much more. See the free report for specific hot-selling brands in every country.
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The outstanding performance of several overseas Sports & Outdoors brands further highlights the huge potential of Southeast Asia as a destination for global expansion across all sub-categories and is worthy of close attention from companies planning their next target market for entry.
Growing your Business in Southeast Asia through Online Marketplace Monitoring & Research
We believe that the Southeast Asian market is open and inclusive. However, due to varying cultural and economic levels among countries, consumer preferences also exhibit notable differences. By understanding the market in each country, brands and businesses can better explore Southeast Asia as a destination for expansion.
As part of our comprehensive long-term data monitoring and collection services, TMO Group helps clients dive deeper into Southeast Asia’s eCommerce market with our thorough research and analysis, as well as customized reports for various industries, providing a deep understanding of your niche, including market structure, size, and emerging trends.
If you are looking for an eCommerce agency to assist you in your Southeast Asia business expansion, or want to explore other alternatives to grow in the region, reach out to us to learn more about our Consultancy & Strategy Services, from branded eCommerce website development to Social Commerce and other Cross-border eCommerce Solutions.
