In October 2024, we performed an intensive survey to know runners’ preferences, behaviors, and satisfaction with numerous working shoe manufacturers. The survey gathered responses from 794 runners, offering helpful insights into working shoe preferences and the way totally different manufacturers are perceived by their customers.
With this pattern measurement, at a 95% confidence degree, our survey findings have a margin of error of roughly ±3.5%. Whereas this means sturdy statistical significance, it’s essential to notice that these findings signify the views and behaviors of our survey respondents and is probably not totally consultant of the general working shoe market.
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Introduction
This evaluation explores six key points of runners’ relationships with working shoe manufacturers:
- Model Consideration: Which manufacturers runners think about when purchasing for footwear
- Buy Habits: How consideration interprets into precise shopping for choices
- Favourite Manufacturers: Which manufacturers runners desire and why
- Essential Elements: What drives model choice amongst runners
- Satisfaction Ranges: How happy runners are with their chosen manufacturers
- Future Buy Intentions: Which manufacturers runners plan to purchase subsequent
Model Consideration: Which model have you ever thought-about shopping for prior to now 12 months?
The working shoe market reveals clear stratification by way of model consideration amongst runners.
Conventional running-focused manufacturers dominate the highest tier, with Asics (467) and Saucony (444) being thought-about by considerably extra runners than different manufacturers.
These specialist working manufacturers are adopted by a powerful center tier consisting of New Steadiness (360), Hoka (359), and Brooks (341), every being thought-about by roughly comparable numbers of runners.
Curiously, world athletic put on giants Nike (292) and Adidas (285) sit in a lower-middle tier, suggesting that regardless of their large presence generally sportswear, they aren’t the go-to selections for devoted runners.
The consideration set is rounded out by Puma (176), Mizuno (125), and On (119), although it’s price noting that Puma’s comparatively stronger place may replicate their current push into the efficiency working market.
The outcomes recommend that runners are likely to favor manufacturers with deep working heritage and specialised working experience over normal athletic manufacturers, with conventional running-focused manufacturers commanding the vast majority of runner consideration.
Buy Behaviour: How consideration interprets into precise shopping for choices
Taking a look at precise purchases prior to now 12 months, Saucony (300) and Asics (292) preserve their management place from the consideration part, creating a transparent high tier considerably forward of their opponents.
A stable center tier emerges with Nike, New Steadiness, Hoka, and Brooks all clustered very carefully collectively (181-183 purchases), adopted by Adidas (171).
The underside tier includes Puma (92), whereas Mizuno (54) and On (45) lag considerably behind – although this will likely replicate their smaller market presence or extra specialised positioning within the working shoe market.
The conversion price signifies what share of runners who thought-about a model went on to make a purchase order from that model prior to now 12 months. That is calculated by dividing the variety of purchases by the variety of concerns for every model, giving us perception into how successfully manufacturers convert curiosity into gross sales.
Saucony emerges because the clear chief, changing 67.6% of concerns into purchases, adopted carefully by Nike (62.7%) and Asics (62.5%) – an attention-grabbing mixture of specialist working and normal athletic manufacturers.
A definite center tier in conversion effectiveness consists of Adidas (60%), Brooks (53.1%), and Puma (52.3%), whereas New Steadiness and Hoka hover across the 50% mark regardless of their sturdy consideration numbers.
Most notably, this knowledge challenges the narrative from the consideration numbers – whereas conventional working manufacturers dominated consideration, the conversion charges present world athletic manufacturers Nike and Adidas performing remarkably nicely at changing curiosity into gross sales.
On the decrease finish, Mizuno (43.2%) and notably On (37.8%) present considerably decrease conversion charges, suggesting potential limitations between curiosity and buy for these manufacturers – presumably associated to elements similar to pricing, availability, or the necessity to strive these manufacturers in particular person earlier than buy.
This conversion evaluation paints a unique image from the pure consideration knowledge, suggesting that whereas specialised working manufacturers may seize preliminary curiosity extra successfully, each specialist and main athletic manufacturers will be equally efficient at changing that curiosity into gross sales.
This might point out that elements past pure working heritage – similar to pricing technique, distribution networks, or advertising and marketing effectiveness – play essential roles within the ultimate buy resolution.
Favourite manufacturers: Which manufacturers runners desire and why
When runners have been requested to pick out their single favourite model, Saucony (192) emerges because the clear chief, considerably forward of second-place Asics (142). A definite center tier kinds with Brooks (97), Nike (95), and Hoka (91) clustered carefully collectively, adopted by New Steadiness (66) and Adidas (60). The underside tier consists of Puma (26), Mizuno (18), and On (7), exhibiting a major drop-off from the upper tiers.
Wanting on the development from consideration to favourite model supplies fascinating insights into model loyalty and choice power. Saucony reveals outstanding effectiveness in changing each consideration (43.2% of those that thought-about Saucony named it their favourite) and purchases (64.0% of purchasers think about it their favourite) into model choice. Equally, Nike and Brooks present sturdy capacity to transform purchasers into loyal followers, with 51.9% and 53.6% of their purchasers respectively naming them as favourite manufacturers. In distinction, manufacturers like On (15.6% of purchasers identify it favourite) and Puma (28.3%) battle to transform even their prospects into model advocates.
This development evaluation reveals that whereas some manufacturers could also be extensively thought-about or bought, their capacity to grow to be a runner’s favourite varies dramatically. The information means that sure manufacturers, notably Saucony, have discovered a candy spot in not simply attracting consideration however in delivering an expertise that converts runners into model advocates. In the meantime, the comparatively low conversion charges for some manufacturers may point out both a job as a complementary quite than main working shoe, or potential gaps between expectations and expertise.
Essential Elements: What drives model choice amongst runners
When analyzing the elements that drive model choice amongst runners, two elements clearly dominate: Consolation (346) and Efficiency (333), collectively accounting for about 85% of all responses. There may be then a major drop to a second tier consisting of Sturdiness (48) and Value (28), adopted by a 3rd tier of Type/Design (17), Model Status (12), and Availability (10).
Taking a look at how these elements range by model reveals attention-grabbing patterns. Brooks (56.7%), Hoka (67.0%), and New Steadiness (59.1%) are predominantly chosen for Consolation, whereas Saucony (52.6%), Puma (61.5%), and Adidas (48.3%) are primarily chosen for Efficiency. Asics reveals a extra balanced profile between Efficiency (43.0%) and Consolation (41.5%). Curiously, Nike stands out with a good portion of runners (9.5%) citing Type/Design as their main cause for choice – the very best amongst all manufacturers for this issue.
These findings recommend that whereas runners primarily make their model selections primarily based on practical points (Consolation and Efficiency), totally different manufacturers have efficiently positioned themselves alongside these axes in distinct methods. The information additionally reveals that elements usually emphasised in advertising and marketing, similar to type and model popularity, play a surprisingly minor function in runners’ model preferences, with sensible concerns clearly dominating the decision-making course of.
Satisfaction Ranges: How happy runners are with their chosen manufacturers
The satisfaction survey reveals overwhelmingly optimistic suggestions throughout all manufacturers, with a powerful general satisfaction rating of 4.45 out of 5. The distribution is closely skewed towards excessive satisfaction, with 93.8% of respondents score their footwear both 4 or 5 stars. Extra particularly, 51.5% gave a 5-star score and 42.3% gave a 4-star score, whereas solely 6.2% rated their footwear 3 stars or under.
Taking a look at particular person manufacturers, satisfaction scores vary from 4.17 to 4.57, exhibiting constantly excessive satisfaction throughout the board. Whereas On leads with a 4.57 common, its small pattern measurement (n=7) makes this discovering much less dependable. Amongst manufacturers with substantial pattern sizes, Hoka and Brooks share the highest place (each 4.53), adopted carefully by Puma (4.50), Asics and Saucony (each 4.49). Notably, even the lowest-rated manufacturers – Nike (4.31) and Adidas (4.17) – preserve very optimistic scores above 4 stars, although they do present a barely greater proportion of 3-star rankings in comparison with different manufacturers.
These remarkably excessive satisfaction scores throughout all manufacturers recommend that working shoe producers are usually assembly or exceeding runner expectations. The minimal variation between manufacturers (a spread of simply 0.4 between the very best and lowest scores amongst main manufacturers) signifies that whereas runners could have sturdy model preferences, the precise expertise with their chosen model tends to be constantly optimistic.
Future Buy Intentions: Which manufacturers runners plan to purchase subsequent
The chart compares the variety of runners who at the moment favor a model with those that plan to purchase it subsequent, proven as a share change. For example, a +47% for New Steadiness implies that 47% extra runners plan to purchase New Steadiness subsequent in comparison with those that at the moment think about it their favourite model (from 66 present followers to 97 future consumers).
Taking a look at future buy intentions reveals some vital shifts within the working shoe market. Two distinct teams emerge: manufacturers gaining momentum and types experiencing decline. On reveals essentially the most dramatic enhance, with almost 4 occasions as many runners planning to purchase it in comparison with present favorites (+285.7%, from 7 to 27 runners). New Steadiness additionally reveals sturdy momentum with 47% extra future consumers than present favorites (+31 runners), adopted by Puma with a 61.5% enhance (+16 runners). On the opposite finish, Saucony reveals essentially the most vital decline, with 33.9% fewer future buy intentions than present favorites (-65 runners), whereas Nike additionally sees a notable 25.3% lower (-24 runners).
The center of the market reveals attention-grabbing stability, with Brooks, Hoka, and Asics sustaining almost equal numbers between present favorites and future purchases (variations underneath 10%). This means these manufacturers have discovered a steady market place, neither gaining vital new converts nor shedding present supporters in massive numbers.
These patterns might point out a market in transition, with runners exhibiting elevated curiosity in manufacturers that may be seen as challengers to conventional market leaders. The sturdy exhibiting from On, New Steadiness, and Puma, mixed with the decline in Saucony and Nike buy intentions, may replicate altering preferences within the working neighborhood or profitable innovation and advertising and marketing from the ascending manufacturers.
Some ultimate observations
Wanting throughout all points of this working shoe market evaluation, a number of key patterns emerge that paint an image of a dynamic and evolving market. The evaluation reveals each the power of conventional manufacturers and the emergence of thrilling challengers, suggesting an business in transition.
Market Dynamics
- Conventional working manufacturers (Asics, Saucony) dominate preliminary model consideration
- Nevertheless, excessive consideration doesn’t routinely translate to purchases or loyalty
- Excessive general satisfaction (4.45/5.0 common) throughout all manufacturers
- Market reveals vital fluidity in future buy intentions
The information reveals an attention-grabbing rigidity between specialist working manufacturers and normal athletic manufacturers. Whereas working specialists excel at getting into the consideration set, world athletic giants like Nike and Adidas present outstanding effectivity in changing consideration to buy. This challenges the notion that critical runners routinely desire specialist manufacturers.
Rising Challengers & Future Implications
- On and Puma present outstanding momentum in future buy intentions
- On demonstrates essentially the most dramatic progress from present favorites to future intentions
- New Steadiness gaining vital floor in future buy plans
- Excessive satisfaction throughout manufacturers permits simpler model switching
- Extra various and aggressive market prone to emerge
- Established leaders might want to work more durable to keep up their positions
These patterns level to an business the place established leaders can’t relaxation on their laurels.
Whereas conventional working manufacturers preserve sturdy positions, the excessive satisfaction scores throughout all manufacturers mixed with vital variation in future buy intentions point out that runners are more and more keen to experiment. The working shoe market of tomorrow could look fairly totally different from at the moment’s.
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