Indonesia Sports & Swimwear Market Outlook to 2030

Indonesia Sports & Swimwear Market Overview

• The Indonesia Sports & Swimwear market is valued at USD 400 million, driven by increasing participation in fitness activities, expanding youth demographics, and the rising trend of sports as a part of daily lifestyle. The market has witnessed a steady surge in demand for sportswear, driven by increasing disposable income and a growing inclination toward fitness and outdoor activities.

• Major cities like Jakarta, Bandung, and Surabaya dominate the sports and swimwear market due to their higher concentration of sports clubs, gyms, and outdoor recreational activities. These urban centers have more affluent populations with access to premium sportswear brands, contributing to their market dominance.
• The Indonesian government launched initiatives to encourage the growth of local sportswear manufacturing companies. By 2024, the government allocated over IDR 200 billion in subsidies to local manufacturers, focusing on promoting technological upgrades and training programs to increase competitiveness in the international market.

Indonesia Sports & Swimwear Market Segmentation

By Product Type: The market is segmented by product type into sports apparel, swimwear, footwear, and accessories. Recently, sports apparel has maintained a dominant market share under this segmentation due to its versatility and growing popularity across diverse activities such as running, gym workouts, and yoga. Brands like Nike, Adidas, and Under Armour have heavily invested in Indonesia, targeting both casual and professional athletes.

By Distribution Channel: The market is also segmented by distribution channel into offline retail and online retail. Offline retail, including specialty sports stores, department stores, and physical outlets, continues to hold a larger share of the market. The dominance of offline retail can be attributed to the Indonesian consumers preference for physical trials of products, especially footwear and swimwear, before purchasing. Retailers like Decathlon and Sports Station have leveraged this behavior by opening new outlets, providing consumers with a hands-on shopping experience, thereby contributing to their success in this market segment.

Indonesia Sports & Swimwear Market Competitive Landscape

The market is dominated by a combination of global and local players, each leveraging distinct strategies to capture market share. Global giants like Nike and Adidas hold a significant portion of the market due to their strong brand reputation, innovation in product lines, and heavy investments in athlete endorsements.

Indonesia Sports & Swimwear Market Analysis

Market Growth Drivers

• Increasing Health and Fitness Awareness: Indonesias rising focus on health and fitness is driving the demand for sportswear, particularly among younger demographics. According to the Indonesian Ministry of Health, the number of registered gym members surged by over 200,000 in 2024, demonstrating an increased focus on fitness routines. The growing number of fitness centers, particularly in urban areas like Jakarta and Surabaya, is leading to higher sales of sportswear.
• Growing Participation in Sports Events: Sports events like marathons, triathlons, and local leagues have seen an influx of participants, further boosting the demand for sports and swimwear. For example, the Jakarta Marathon in 2024 saw participation rise to over 30,000 runners. Additionally, government initiatives to encourage citizens' participation in sports to reduce healthcare costs have been instrumental in promoting physical activities, increasing demand for sportswear designed for both professional athletes and amateurs.
• Rising E-Commerce Penetration: The Indonesian e-commerce market is expanding rapidly, with over 200 million internet users recorded in 2024, boosting the online sale of sports and swimwear. E-commerce giants like Tokopedia and Shopee are increasingly adding more sportswear brands to their platforms. Online retail platforms account for a significant portion of apparel sales, particularly sportswear, making it convenient for consumers to access a wider range of international and local brands.

Market Challenges

• High Import Dependency for Materials: Indonesias sportswear manufacturing sector is heavily reliant on imported raw materials such as synthetic fabrics. In 2024, it was reported that over 60% of the raw materials used in local sportswear production were imported, particularly from China and Taiwan. This dependency increases production costs, making it challenging for local brands to compete on pricing with global players.
• Counterfeit Product Proliferation: The availability of counterfeit sportswear and swimwear has become a challenge. In 2024, the Indonesian Customs Office seized over 200,000 units of counterfeit sports products, primarily imitating major global brands. The presence of these cheaper, unauthorized products in the market affects both consumer trust and sales for legitimate brands.

Indonesia Sports & Swimwear Market Future Outlook

Over the next five years, the Indonesia sports & swimwear industry is expected to show robust growth driven by evolving fitness trends, increasing disposable income, and the growing influence of social media in shaping consumer preferences.

Future Market Opportunities

• Expansion of Eco-Friendly Product Lines: Over the next five years, both local and international brands are expected to expand their eco-friendly sportswear offerings. By 2029, it is estimated that more than 30% of all sportswear sold in Indonesia will be made from recycled or sustainable materials, driven by growing consumer demand for environmentally responsible products and government incentives supporting sustainable production.
• Growth of the Online Sportswear Market: The online sports and swimwear market in Indonesia is projected to grow substantially, with e-commerce platforms accounting for a larger portion of overall apparel sales. By 2029, it is expected that the number of online shoppers purchasing sportswear will exceed 40 million, aided by the countrys expanding internet penetration and increasing digital payment systems.