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German footwear market contracts as demand shifts towards versatile styles

Oct 9, 2026 Germany

Germany’s footwear market is forecast to generate less revenue for the third consecutive year, as consumers buy fewer shoes and increasingly favour versatile, everyday sneakers

According to an industry report by IFH KÖLN and BBE Handelsberatung, market revenue is expected to fall to around 9.3 billion euros in 2026, continuing the decline that has lasted for two years. Consumer restraint remains a significant factor affecting the market. Of those surveyed, 30% spent less than 100 euros on fashion products in the past twelve months, while 12% did not make any such purchases.

However, underlying these declining figures is a significant shift in consumer preferences, with sneakers continuing to gain ground. Sports footwear currently accounts for 26.2% of the German footwear market, closing in on the 28.7% share held by women’s shoes. Despite the wider market downturn, sneaker revenue is forecast to grow by 5.7% by 2026.

“(…) Many consumers are opting for a few versatile models such as sneakers, loafers, or new combinations like sneakerinas. This shift is particularly noticeable in women’s shoes, as the range of occasions for wearing them has traditionally been especially broad”, highlighted Carina Habke, project manager at IFH KÖLN.

According to IFH, two trends are having a significant influence on the market. ‘Wardrobe rationalisation’, driven by sustainability concerns or cost considerations, results in smaller wardrobes, while the ‘smart casual’ trend involves combining items of clothing to create more elegant looks. These trends allow footwear to be worn more flexibly, regardless of the season.

At the same time, the children’s shoe industry is facing additional pressure due to declining birth rates, rising living costs, and the growing popularity of second-hand purchases.

Peter Frank, Executive Consultant at BBE Retail Consulting argues that “consumers need to rediscover their passion for shoes”. “The shoe and fashion retail sectors must join forces and jointly strengthen the entire fashion product – clothing and shoes. Individual actions won't get us anywhere. Alliances are needed now to create desire, inspire customers, and rekindle the joy of shopping”.

Source: ifhkoeln.de

Image Credits: Christian Wiediger on Unsplash

Germany Consumption Footwear Trends