Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Sports goods retailing market size and forecast, 2005-15
- Recovery quick out of the blocks but pace to slow over longer distance
- Non-sports buying increases importance of clothing sector
- Participation growth may no longer deliver the goods
- Companies, brands and innovation
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- Figure 2: Sports goods retail outlets, by company, April 2011
- Sports Direct set to strengthen market leadership
- Top two power ahead with or without takeover target rivals
- Innovation pops back into a market going mobile and social
- The consumer
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- Figure 3: Frequency of sports goods purchasing, March 2011
- Fashion v function determines frequency of purchase
- Mainstream buyers branch out, while indies can target the grey pound
- Enjoyment and exercise benefits push buyers’ buttons
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- Figure 4: Attitudes towards sports goods retailing, March 2011
- What we think
Issues in the Market
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- How can retailers prevent slowing participation growth damaging their businesses?
- How great is the Olympic opportunity really?
- Where does the future of the independent sector lie?
- What is the threat of online retailing to bricks-and-mortar stores?
- How can consumers be persuaded to buy sports goods more frequently?
- Which shops appeal to which consumers?
Future Opportunities
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- Trend: Experience Is All
- Trend: Alpha Moms
Internal Market Environment
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- Key points
- Retailers cannot rely on rising rates of play
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- Figure 5: Trends in agreement with selected lifestyle statements, 2006-10
- Participation still a singles game
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- Figure 6: Trends in sports/activities played or taken part in regularly, 2006-10
- Subbing club members
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- Figure 7: Trends in sports club membership, 2006-10
- Club together to limit fallout from cuts
- Sport v fashion: Playing for both sides
Broader Market Environment
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- Key points
- Two-tier recovery challenges middle market
- Can team sports retailers defy the ageing process?
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- Figure 8: Trends in the age structure of the UK population, by gender, 2005-15
- Keeping pace with the Joneses
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- Figure 9: Forecast adult population trends, by socio-economic group, 2005-15
- Will women’s market take its Olympic opportunity?
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- Figure 10: Agreement with the lifestyle statement ‘The London 2012 Olympics will have a positive effect on ordinary people's lives’, by gender, 2009 and 2010
- Decade of deflation comes to an end
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- Figure 11: Deflation in clothing and footwear, 2000-10
Competitive Context
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- Key points
- Sport spending stays strong
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- Figure 12: Consumer expenditure on selected leisure goods and activities, 2005-10
- Sports goods buying still all about trying
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- Figure 13: Leading sports retail websites, by total unique visitors, February 2009-February 2011
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- World Cup pop-ups
- Train to succeed
- Mobiles only for fashion?
- Shopping a team sport
Market Size and Forecast
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- Key points
- Recovery to set steady pace
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- Figure 14: Consumer expenditure on sports goods, 2006-15
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- Figure 15: Forecast of consumer expenditure on sports goods, 2005-15
Segment Performance
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- Key points
- Recession extends replacement cycle
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- Figure 16: Consumer expenditure on sports goods, by sector, 2007-11
Market Share
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- Key points
- Major players carving up market segments
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- Figure 17: Sports goods retail outlets, by company, 2011
Companies and Products
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- Key points
- Major players
- Sports Direct
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- Figure 18: Key financials for Sports Direct International Plc, 2009 and 2010
- JD Sports
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- Figure 19: Key financials for JD Sports Fashion Plc, 2010 and 2011
- Blacks Leisure
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- Figure 20: Key financials for Blacks Leisure Group Plc, 2009 and 2010
- JJB Sports
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- Figure 21: Key financials for JJB Sports plc, 2009 and 2010
- Decathlon
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- Figure 22: Key financials for Decathlon UK Limited, 2008 and 2009
- Intersport International Corporation
- STAG Buying Group
Brand Communication and Promotion
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- Key points
- Retailers rediscover appetite for adspend
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- Figure 23: Sports goods advertising spend, 2006-10
- Figure 24: Leading sports goods retailers’ advertising spend, by media type, 2006-10
- Clarity of offer gives value to advertising
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- Figure 25: Leading sports goods retailers’ advertising spend, by retailer, 2010
- No consensus on channel choice
How Often Do We Buy Sports Goods?
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- Key points
- Fashion sells frequency
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- Figure 26: Frequency of purchasing sports goods, March 2011
- Are independents losing expert status?
- The family that plays together buys together
Which Sports Do We Buy For?
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- Key points
- Would Sir like a tennis racquet to go with the wristband?
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- Figure 27: Most popular sports, by participation and purchasing of footwear, clothing and equipment, 2010
- Purchasers prioritise essentials
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- Figure 28: Sports for which consumers purchase participation goods, March 2011
Where Do We Shop For Sports Goods?
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- Key points
- Sports Direct closes in on JJB
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- Figure 29: Sports goods retailers purchased from, March 2011
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- Figure 30: Purchasing from sports goods retailers, by age and affluence, March 2011
- Grey future for independents?
- Shoppers spread their wings
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- Figure 31: Number of sports goods retailers purchased from, March 2011
- Buy as you play
What Do We Think About Sports Goods Purchasing?
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- Key points
- It’s the taking part that counts...
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- Figure 32: Attitudes towards sports goods purchasing, March 2011
- ...or is it the brand?
- A new set of questions for shop staff to answer
- Committed are hard to catch, casuals are slower to spend
Sports Goods Retailing Target Groups
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- Key points
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- Figure 33: Sports goods retailing target groups, March 2011
- Sport Shop Strangers
- What do they think and do?
- Who are they?
- Indie Fans
- What do they think and do?
- Sure-footed Competitors
- What do they think and do?
- Gadget Inspectors
- What do they think and do?
- Who are they?
Appendix – Competitive Context
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- Figure 34: Goods/services bought online, December 2010
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Appendix – Market Size and Forecast
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- Figure 35: Forecast for consumer expenditure on sports goods, best- and worst-case scenarios, 2010-15
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Appendix – Segment Performance
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- Figure 36: Forecast for consumer expenditure on sports clothing, best- and worst-case scenarios, 2010-15
- Figure 37: Forecast for consumer expenditure on sports footwear, best- and worst-case scenarios, 2010-15
- Figure 38: Forecast for consumer expenditure on sports equipment (including bicycles), best- and worst-case scenarios, 2010-15
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Appendix – Brand Communication and Promotion
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- Figure 39: Above-the-line advertising spend for Blacks Leisure, by media type, 2006-10
- Figure 40: Above-the-line advertising spend for Intersport GB, by media type, 2006-10
- Figure 41: Above-the-line advertising spend for Decathlon Sports Megastore, by media type, 2006-10
- Figure 42: Above-the-line advertising spend for JD Sports, by media type, 2006-10
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- Figure 43: Above-the-line advertising spend for sportsdirect.com, by media type, 2006-10
- Figure 44: Above-the-line advertising spend for JJB Sports Plc, by media type, 2006-10
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Appendix – How Often Do We Buy Sports Goods?
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- Figure 45: Sports footwear purchasing habits, by demographics, March 2011
- Figure 46: Sports clothing purchasing habits, by demographics, March 2011
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- Figure 47: Sports equipment purchasing habits, by demographics, March 2011
- Figure 48: Sports footwear purchasing habits, by participation goods purchased for swimming, March 2011
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- Figure 49: Sports footwear purchasing habits, by participation goods purchased for keep fit/aerobics, March 2011
- Figure 50: Sports footwear purchasing habits, by participation goods purchased for cycling, March 2011
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- Figure 51: Sports footwear purchasing habits, by participation goods purchased for jogging, March 2011
- Figure 52: Sports footwear purchasing habits, by participation goods purchased for hiking/rambling, March 2011
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- Figure 53: Sports footwear purchasing habits, by participation goods purchased for weight training/gym, March 2011
- Figure 54: Sports footwear purchasing habits, by participation goods purchased for football, March 2011
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- Figure 55: Sports footwear purchasing habits, by participation goods purchased for golf, March 2011
- Figure 56: Sports clothing purchasing habits, by participation goods purchased for swimming, March 2011
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- Figure 57: Sports clothing purchasing habits, by participation goods purchased for keep fit/aerobics, March 2011
- Figure 58: Sports clothing purchasing habits, by participation goods purchased for cycling, March 2011
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- Figure 59: Sports clothing purchasing habits, by participation goods purchased for jogging, March 2011
- Figure 60: Sports clothing purchasing habits, by participation goods purchased for hiking/rambling, March 2011
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- Figure 61: Sports clothing purchasing habits, by participation goods purchased for weight training/gym, March 2011
- Figure 62: Sports clothing purchasing habits, by participation goods purchased for football, March 2011
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- Figure 63: Sports clothing purchasing habits, by participation goods purchased for golf, March 2011
- Figure 64: Sports equipment purchasing habits, by participation goods purchased for swimming, March 2011
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- Figure 65: Sports equipment purchasing habits, by participation goods purchased for keep fit/aerobics, March 2011
- Figure 66: Sports equipment purchasing habits, by participation goods purchased for cycling, March 2011
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- Figure 67: Sports equipment purchasing habits, by participation goods purchased for jogging, March 2011
- Figure 68: Sports equipment purchasing habits, by participation goods purchased for hiking/rambling, March 2011
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- Figure 69: Sports equipment purchasing habits, by participation goods purchased for weight training/gym, March 2011
- Figure 70: Sports equipment purchasing habits, by participation goods purchased for football, March 2011
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- Figure 71: Sports equipment purchasing habits, by participation goods purchased for golf, March 2011
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Appendix – Which Sports Do We Buy For?
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- Figure 72: Participation goods purchased for swimming, by demographics, March 2011
- Figure 73: Participation goods purchased for keep fit/aerobics, by demographics, March 2011
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- Figure 74: Participation goods purchased for cycling, by demographics, March 2011
- Figure 75: Participation goods purchased for jogging, by demographics, March 2011
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- Figure 76: Participation goods purchased for hiking/rambling, by demographics, March 2011
- Figure 77: Participation goods purchased for weight training/gym, by demographics, March 2011
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- Figure 78: Participation goods purchased for football, by demographics, March 2011
- Figure 79: Participation goods purchased for golf, by demographics, March 2011
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- Figure 80: Sports for which consumers purchase participation goods, by most popular attitudes towards sports goods purchasing, March 2011
- Figure 81: Sports for which consumers purchase participation goods, by next most popular attitudes towards sports goods purchasing, March 2011
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- Figure 82: Sports for which consumers purchase participation goods, by other attitudes towards sports goods purchasing, March 2011
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Appendix – Where Do We Shop for Sports Goods?
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- Figure 83: Most popular sports goods retailers purchased from, by demographics, March 2011
- Figure 84: Next most popular sports goods retailers purchased from, by demographics, March 2011
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- Figure 85: Other sports goods retailers purchased from, by demographics, March 2011
- Figure 86: Repertoire of sports goods retailers purchased from, by demographics, March 2011
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- Figure 87: Sports goods retailers purchased from, by most popular sports goods retailers purchased from, March 2011
- Figure 88: Sports goods retailers purchased from, by next most popular sports goods retailers purchased from, March 2011
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- Figure 89: Sports goods retailers purchased from, by other sports goods retailers purchased from, March 2011
- Figure 90: Sports goods retailers purchased from, by sports footwear purchasing habits, March 2011
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- Figure 91: Sports goods retailers purchased from, by sports clothing purchasing habits, March 2011
- Figure 92: Sports goods retailers purchased from, by sports equipment purchasing habits, March 2011
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- Figure 93: Sports goods retailers purchased from, by participation goods purchased for swimming, March 2011
- Figure 94: Sports goods retailers purchased from, by participation goods purchased for keep fit/aerobics, March 2011
- Figure 95: Sports goods retailers purchased from, by participation goods purchased for cycling, March 2011
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- Figure 96: Sports goods retailers purchased from, by participation goods purchased for jogging, March 2011
- Figure 97: Sports goods retailers purchased from, by participation goods purchased for hiking/rambling, March 2011
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- Figure 98: Sports goods retailers purchased from, by participation goods purchased for weight training/gym, March 2011
- Figure 99: Sports goods retailers purchased from, by participation goods purchased for football, March 2011
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- Figure 100: Sports goods retailers purchased from, by participation goods purchased for golf, March 2011
- Figure 101: Sports goods retailers purchased from, by participation goods purchased for athletics/running, March 2011
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- Figure 102: Sports goods retailers purchased from, by participation goods purchased for cricket, March 2011
- Figure 103: Sports goods retailers purchased from, by participation goods purchased for tennis, March 2011
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- Figure 104: Sports goods retailers purchased from, by repertoire of sports goods retailers purchased from, March 2011
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Appendix – What Do We Think About Sports Goods Purchasing?
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- Figure 105: Most popular attitudes towards sports goods purchasing, by demographics, March 2011
- Figure 106: Next most popular attitudes towards sports goods purchasing, by demographics, March 2011
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- Figure 107: Attitudes towards sports goods purchasing, by sports footwear purchasing habits, March 2011
- Figure 108: Attitudes towards sports goods purchasing, by sports clothing purchasing habits, March 2011
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- Figure 109: Attitudes towards sports goods purchasing, by sports equipment purchasing habits, March 2011
- Figure 110: Attitudes towards sports goods purchasing, by purchase of participation goods for swimming, March 2011
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- Figure 111: Attitudes towards sports goods purchasing, by purchase of participation goods for keep fit/aerobics, March 2011
- Figure 112: Attitudes towards sports goods purchasing, by purchase of participation goods for cycling, March 2011
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- Figure 113: Attitudes towards sports goods purchasing, by purchase of participation goods for jogging, March 2011
- Figure 114: Attitudes towards sports goods purchasing, by purchase of participation goods for hiking/rambling, March 2011
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- Figure 115: Attitudes towards sports goods purchasing, by purchase of participation goods for weight training/gym, March 2011
- Figure 116: Attitudes towards sports goods purchasing, by purchase of participation goods for football, March 2011
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- Figure 117: Attitudes towards sports goods purchasing, by purchase of participation goods for golf, March 2011
- Figure 118: Attitudes towards sports goods purchasing, by purchase of participation goods for athletics/running, March 2011
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- Figure 119: Attitudes towards sports goods purchasing, by most popular sports goods retailers purchased from, March 2011
- Figure 120: Attitudes towards sports goods purchasing, by next most popular sports goods retailers purchased from, March 2011
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- Figure 121: Attitudes towards sports goods purchasing, by other sports goods retailers purchased from, March 2011
- Figure 122: Attitudes towards sports goods purchasing, by least popular sports goods retailers purchased from, March 2011
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- Figure 123: Attitudes towards sports goods purchasing, by most popular attitudes towards sports goods purchasing, March 2011
- Figure 124: Attitudes towards sports goods purchasing, by next most popular attitudes towards sports goods purchasing, March 2011
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- Figure 125: Attitudes towards sports goods purchasing, by other attitudes towards sports goods purchasing, March 2011
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Appendix – Sports Goods Retailing Target Groups
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- Figure 126: Target groups, by demographics, March 2011
- Figure 127: Attitudes towards sports goods purchasing, by target groups, March 2011
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- Figure 128: Sports footwear purchasing habits, by target groups, March 2011
- Figure 129: Sports clothing purchasing habits, by target groups, March 2011
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- Figure 130: Sports equipment purchasing habits, by target groups, March 2011
- Figure 131: Sports for which consumers purchase participation goods, by target groups, March 2011
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- Figure 132: Sports goods retailers purchased from, by target groups, March 2011
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