Market study: The Swedish market for sport articles


The Scandinavian sports equipment retail market had total revenues of 4.57 billion euro in 2020, with a growth rate of 3.5% between 2016 and 2020. The growth is the result of several trends, such as population and economic growth and an increasing share of persons attending fitness clubs.

This study provides information on market size and development over time, consumer trends, import requirements and much more. The report places Sweden in the European context, a large market with more than 450 million consumers.

There are uniform rules and regulations for imported goods entering the European Union (EU) market that apply for all 27 member states and affiliated markets (EEA). While the report is focused on Sweden, most of the information is relevant for exporting to the EU and EEA market as well.

This study focuses on the following sports equipment areas: 

  • Toys, games and sports requisites; parts and accessories thereof, such as equipment for general physical exercise, gymnastics, athletics, other sports (including table-tennis) or out-door games (golf ); swimming pools and paddling pools, water-skis and water-sports equipment, snow-skis and other snow-ski equipment
  • Sport hunting products
  • Bags/ trainer bags