In October 2024, we performed an in depth survey to grasp runners’ preferences, behaviors, and satisfaction with numerous working shoe manufacturers. The survey gathered responses from 794 runners, offering invaluable 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%. While this means robust statistical significance, it’s vital to notice that these findings signify the views and behaviors of our survey respondents and is probably not absolutely consultant of the general working shoe market.
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Introduction
This evaluation explores six key elements of runners’ relationships with working shoe manufacturers:
- Brand Consideration: Which manufacturers runners contemplate when searching for sneakers
- Purchase Behavior: How consideration interprets into precise shopping for selections
- Favorite Brands: Which manufacturers runners choose and why
- Important Factors: What drives model choice amongst runners
- Satisfaction Levels: How happy runners are with their chosen manufacturers
- Future Purchase Intentions: Which manufacturers runners plan to purchase subsequent
Brand Consideration: Which model have you ever thought of shopping for in the previous 12 months?
The working shoe market exhibits clear stratification in phrases of name consideration amongst runners.
Traditional running-focused manufacturers dominate the highest tier, with Asics (467) and Saucony (444) being thought of by considerably extra runners than different manufacturers.
These specialist working manufacturers are adopted by a powerful center tier consisting of New Balance (360), Hoka (359), and Brooks (341), every being thought of by roughly comparable numbers of runners.
Interestingly, international athletic put on giants Nike (292) and Adidas (285) sit in a lower-middle tier, suggesting that regardless of their large presence in common sportswear, they aren’t the go-to decisions 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 would possibly mirror their latest push into the efficiency working market.
The outcomes counsel that runners are inclined to favor manufacturers with deep working heritage and specialised working experience over common athletic manufacturers, with conventional running-focused manufacturers commanding the vast majority of runner consideration.
Purchase Behaviour: How consideration interprets into precise shopping for selections
Looking at precise purchases in the previous 12 months, Saucony (300) and Asics (292) keep their management place from the consideration section, creating a transparent prime tier considerably forward of their rivals.
A stable center tier emerges with Nike, New Balance, Hoka, and Brooks all clustered very carefully collectively (181-183 purchases), adopted by Adidas (171).
The backside tier contains Puma (92), whereas Mizuno (54) and On (45) lag considerably behind – although this will mirror their smaller market presence or extra specialised positioning in the working shoe market.
The conversion price signifies what proportion of runners who thought of a model went on to make a purchase order from that model in the previous 12 months. This 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 common athletic manufacturers.
A definite center tier in conversion effectiveness consists of Adidas (60%), Brooks (53.1%), and Puma (52.3%), whereas New Balance and Hoka hover across the 50% mark regardless of their robust consideration numbers.
Most notably, this information challenges the narrative from the consideration numbers – whereas conventional working manufacturers dominated consideration, the conversion charges present international athletic manufacturers Nike and Adidas performing remarkably properly at changing curiosity into gross sales.
At the decrease finish, Mizuno (43.2%) and significantly On (37.8%) present considerably decrease conversion charges, suggesting potential boundaries between curiosity and buy for these manufacturers – presumably associated to components corresponding to pricing, availability, or the necessity to attempt these manufacturers in individual earlier than buy.
This conversion evaluation paints a distinct image from the pure consideration information, suggesting that whereas specialised working manufacturers would possibly seize preliminary curiosity extra successfully, each specialist and main athletic manufacturers could be equally efficient at changing that curiosity into gross sales.
This may point out that components past pure working heritage – corresponding to pricing technique, distribution networks, or advertising effectiveness – play essential roles in the ultimate buy choice.
Favorite manufacturers: Which manufacturers runners choose 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 types with Brooks (97), Nike (95), and Hoka (91) clustered carefully collectively, adopted by New Balance (66) and Adidas (60). The backside tier consists of Puma (26), Mizuno (18), and On (7), exhibiting a major drop-off from the upper tiers.
Looking on the development from consideration to favourite model gives fascinating insights into model loyalty and choice energy. Saucony exhibits exceptional effectiveness in changing each consideration (43.2% of those that thought of Saucony named it their favourite) and purchases (64.0% of purchasers contemplate it their favourite) into model choice. Similarly, Nike and Brooks present robust potential 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%) wrestle to transform even their prospects into model advocates.
This development evaluation reveals that whereas some manufacturers could also be extensively thought of or bought, their potential to grow to be a runner’s favourite varies dramatically. The information means that sure manufacturers, significantly Saucony, have discovered a candy spot in not simply attracting consideration however in delivering an expertise that converts runners into model advocates. Meanwhile, the comparatively low conversion charges for some manufacturers would possibly point out both a job as a complementary reasonably than major working shoe, or potential gaps between expectations and expertise.
Important Factors: What drives model choice amongst runners
When analyzing the components that drive model choice amongst runners, two components clearly dominate: Comfort (346) and Performance (333), collectively accounting for about 85% of all responses. There is then a major drop to a second tier consisting of Durability (48) and Price (28), adopted by a 3rd tier of Style/Design (17), Brand Reputation (12), and Availability (10).
Looking at how these components differ by model reveals attention-grabbing patterns. Brooks (56.7%), Hoka (67.0%), and New Balance (59.1%) are predominantly chosen for Comfort, whereas Saucony (52.6%), Puma (61.5%), and Adidas (48.3%) are primarily chosen for Performance. Asics exhibits a extra balanced profile between Performance (43.0%) and Comfort (41.5%). Interestingly, Nike stands out with a good portion of runners (9.5%) citing Style/Design as their major motive for choice – the best amongst all manufacturers for this issue.
These findings counsel that whereas runners primarily make their model decisions based mostly on practical elements (Comfort and Performance), totally different manufacturers have efficiently positioned themselves alongside these axes in distinct methods. The information additionally reveals that components usually emphasised in advertising, corresponding to type and model status, play a surprisingly minor position in runners’ model preferences, with sensible concerns clearly dominating the decision-making course of.
Satisfaction Levels: How happy runners are with their chosen manufacturers
The satisfaction survey reveals overwhelmingly constructive suggestions throughout all manufacturers, with a formidable total satisfaction rating of 4.45 out of 5. The distribution is closely skewed towards excessive satisfaction, with 93.8% of respondents score their sneakers both 4 or 5 stars. More particularly, 51.5% gave a 5-star score and 42.3% gave a 4-star score, whereas solely 6.2% rated their sneakers 3 stars or under.
Looking at particular person manufacturers, satisfaction scores vary from 4.17 to 4.57, exhibiting persistently excessive satisfaction throughout the board. While On leads with a 4.57 common, its small pattern measurement (n=7) makes this discovering much less dependable. Among 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) – keep very constructive scores above 4 stars, although they do present a barely greater proportion of 3-star scores in comparison with different manufacturers.
These remarkably excessive satisfaction scores throughout all manufacturers counsel that working shoe producers are typically assembly or exceeding runner expectations. The minimal variation between manufacturers (a spread of simply 0.4 between the best and lowest scores amongst main manufacturers) signifies that whereas runners could have robust model preferences, the precise expertise with their chosen model tends to be persistently constructive.
Future Purchase Intentions: Which manufacturers runners plan to purchase subsequent
The chart compares the variety of runners who at present favor a model with those that plan to purchase it subsequent, proven as a proportion change. For occasion, a +47% for New Balance implies that 47% extra runners plan to purchase New Balance subsequent in comparison with those that at present contemplate it their favourite model (from 66 present followers to 97 future consumers).
Looking at future buy intentions reveals some vital shifts in the working shoe market. Two distinct teams emerge: manufacturers gaining momentum and types experiencing decline. On exhibits essentially the most dramatic improve, with practically 4 instances as many runners planning to purchase it in comparison with present favorites (+285.7%, from 7 to 27 runners). New Balance additionally exhibits robust momentum with 47% extra future consumers than present favorites (+31 runners), adopted by Puma with a 61.5% improve (+16 runners). On the opposite finish, Saucony exhibits 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 exhibits attention-grabbing stability, with Brooks, Hoka, and Asics sustaining practically equal numbers between present favorites and future purchases (variations beneath 10%). This suggests these manufacturers have discovered a secure market place, neither gaining vital new converts nor shedding present supporters in giant numbers.
These patterns may point out a market in transition, with runners exhibiting elevated curiosity in manufacturers that is likely to be seen as challengers to conventional market leaders. The robust exhibiting from On, New Balance, and Puma, mixed with the decline in Saucony and Nike buy intentions, would possibly mirror altering preferences in the working group or profitable innovation and advertising from the ascending manufacturers.
Some remaining observations
Looking throughout all elements 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 energy of conventional manufacturers and the emergence of thrilling challengers, suggesting an trade in transition.
Market Dynamics
- Traditional working manufacturers (Asics, Saucony) dominate preliminary model consideration
- However, excessive consideration doesn’t routinely translate to purchases or loyalty
- High total satisfaction (4.45/5.0 common) throughout all manufacturers
- Market exhibits vital fluidity in future buy intentions
The information reveals an attention-grabbing pressure between specialist working manufacturers and common athletic manufacturers. While working specialists excel at coming into the consideration set, international athletic giants like Nike and Adidas present exceptional effectivity in changing consideration to buy. This challenges the notion that severe runners routinely choose specialist manufacturers.
Emerging Challengers & Future Implications
- On and Puma present exceptional momentum in future buy intentions
- On demonstrates essentially the most dramatic development from present favorites to future intentions
- New Balance gaining vital floor in future buy plans
- High satisfaction throughout manufacturers allows simpler model switching
- More numerous and aggressive market prone to emerge
- Established leaders might want to work more durable to keep up their positions
These patterns level to an trade the place established leaders can’t relaxation on their laurels.
While conventional working manufacturers keep robust positions, the excessive satisfaction scores throughout all manufacturers mixed with vital variation in future buy intentions point out that runners are more and more prepared to experiment. The working shoe market of tomorrow could look fairly totally different from as we speak’s.
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