CONSUMER&

BRANDBrandKPIs

for

sportswear:

Decathlonin

IndiaConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

2500Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,ownership,

loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Decathlon’s

performance

inthe

sportswear

market.Fieldwork:February-March

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Ownership”Sources:

Statista

Consumer

Insights

Global,

asofDecember202479%

of

Decathlon

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Decathlon’s

brandingresonates

more

with?Decathlon

rankseighthinawareness

withintheMillennialssportswear

market?Decathlon

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

Decathlon

is

45%?Decathlon

ranksfifth

inownership?Among

Decathlon

enthusiasts,36%

fall

underthehigh-income

category?Interms

of

loyalty,Decathlon

isfourthinIndia?Decathlon

hasascore

of

45%

formedia

buzz?Consumers

want

theirsportswear

brandsto

havecoolness,

authenticity,andhonesty

/trustworthiness3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

Decathlon

at

79%Brand

profile:

snapshotBrand

performance

of

Decathlon

inIndia79%66%45%45%34%AwarenessPopularityUsageLoyaltyBuzz5Notes:Sportswear‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents(awareness),

n=823,

respondents

who

know

the

individual

brand

(popularity),

n=823,

respondents

whoknow

the

individual

brand(ownership),

n=277,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=823,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Decathlon’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations48%44%44%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeDecathlon

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatDecathlon

islikedby0%

ofBaby

boomers

and

13%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is0%

and

12%,

respectively.39%ForMillennials

andGen

Z,

48%

and

39%

feel

positivelytowards

Decathlon,

versus

44%

and

44%.

Socurrently,forDecathlon,

Millennials

connect

most

with

theirbrandcompared

tothe

overall

industryuser.13%12%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosportswear,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=370,

Decathlon

enthusiast,

n=1,206,

sportswearownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Decathlon

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Decathlon

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%15%79%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Decathlon

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.38%62%40%60%62%

ofmen

likeDecathlon

compared

to38%

ofwomen,

whereas

fortheoverallindustry,60%

of

men

own

sportswearcompared

to

40%

of

women.88%8%

of

Decathlon

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to15%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

sportswear,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=370,

Decathlonenthusiast,

n=1,206,

sportswearownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Decathlon

enthusiasts,

36%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.3%3%Single32%37%31%36%7%6%CoupleSingleparentNuclear36%

ofDecathlon

enthusiastsarefromhigh-income

households.Decathlon’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

21%

of

Decathlonenthusiastshavethiscurrent

livingsituation.4%4%21%20%40%Multi-generational31%30%33%35%ExtendedOther25%1%2%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

sportswear,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=370,

Decathlon

enthusiast,

n=1,206,

sportswearownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

sportswear

brands

to

have

coolness,

authenticity,

andhonesty

/

trustworthinessBrand

profile:

qualitiesQualitiesownerswant

from

sportswear

brandsForsportswear,

thetopthree

qualitiesowners

want

from

abrand

are

coolness,authenticity,andhonesty

/Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernesstrustworthiness.60%40%20%0%Decathlon

owners

alsoappreciate

thesekey

attributes,indicating

Decathlonexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatDecathlon

enthusiastsareleast

focused

on

areinclusivenessandthrill/excitement.ReliabilityExclusivityDecathlon

shouldwork

onpromotinginclusiveness

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

sportswear,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tosportswear,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

sportswear,which

ofthe

following

brands

have

youpurchased

in

the

past12

months?”;

Multi

Pick;

Base:

n=277,

Decathlon

owners’,n=370,

Decathlon

enthusiast,

n=1,206,

sportswearownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Decathlon

fans,

52%

state

that

they

get

excited

about

sportswearBrand

profile:

attitudesWhat

doconsumersthink

ofsportswear

ingeneral?54%52%51%49%49%46%44%42%42%42%31%29%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutsportswear

topicsrelating

tosportswearIget

excitedIliketotalkaboutBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

sportsweardo

youagree

with?”;

Multi

Pick;“When

it

comesto

sportswear,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=370,

Decathlon

enthusiast,

n=1,206,

sportswearownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1179%

of

Decathlon

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

sportswear,

theaverage

awarenessof

abrand

inIndiais69%.

Awareness

ofDecathlon,however,

is

at66%.Awareness45%

ofIndiansportswear

owners

saytheylikeDecathlon,

compared

toanindustryaverage

brandpopularity

of42%.34%

ofindustryowners

inIndia

say

theyownDecathlon,

withtheaverage

ownership

of

abrandat31%.BuzzPopularity79%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of73%.Decathlon

hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of45%compared

to

36%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Sportswear‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents(awareness),

n=823,

respondents

who

know

the

individual

brand

(popularity),

n=823,

respondents

whoknow

the

individual

brand(ownership),

n=277,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=823,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Decathlon

ranks

eighth

in

awareness

within

the

sportswear

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofDecathlonRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1adidasNike97%97%97%95%81%72%66%66%62%62%234%3Puma4ReebokFila5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Nivia66%7HRX8DecathlonUnder

ArmourASICSOutofallrespondents,

66%

were

aware

of

Decathlon.Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Decathlon

is

45%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofDecathlonRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Nike79%75%74%62%45%42%40%35%33%28%2adidasPuma34ReebokDecathlonFila45%Outofconsumers

who

knew

thebrand,

45%

saidtheyliked

Decathlon.

Thisranksthemfifth

compared

toother

brandssurveyed

inthismarket.555%67HRX8Nivia9ASICSPopularityN/A10Under

Armour14

Notes:“When

it

comesto

sportswear,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=823,

respondents

who

know

theindividual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Decathlon

ranksfifth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofDecathlonRank#

BrandUsage

%65%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

tosportswear,

which

of

the

following

brandsdoyou

owncurrently?”.1adidasNike263%34%3PumaReebokDecathlonHRX60%Outofconsumers

who

knew

thebrand,

34%

saidtheyowned

Decathlon.

Thisranksthemfifth

compared

toother

brandssurveyed

inthismarket.446%534%631%66%Fila31%78ASICSNivia22%922%UsageN/A10Dida21%15

Notes:“When

it

comesto

sportswear,which

ofthe

following

brands

do

you

owncurrently?”;Multi

Pick;Base:n=823,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Decathlon

is

fourth

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofDecathlon’s

consumersRank#

BrandLoyalty

%88%Afterascertaining

the

ownership

of

abrandinthe

last12

months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1adidas21%2Nike84%3Puma82%4DecathlonASICS79%576%6ReebokUnder

ArmourProlineNivia74%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

sportswear,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.773%872%79%972%Outofrespondents

whohaveowned

Decathlon,79%saidthey

would

purchasethebrandagain.LoyaltyN/A10Umbro71%16

Notes:“When

it

comesto

sportswear,which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;Multi

Pick;

Base:n=277,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Decathlon

has

a

score

of

45%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofDecathlonRank#

BrandBuzz%71%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1adidasNike267%3PumaReebokDecathlonHRX61%Outofconsumers

who

knew

thebrand,

45%

saidtheyhadheardaboutDecathlon

inthe

media.

Thisranksthemfifth

compared

to

other

brandssurveyed

inthismarket.446%45%545%55%638%7Fila37%8Nivia28%9ARENAASICS28%BuzzN/A1027%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=823,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

Identifyandunderstandyourcoreaudiences?