The UK market for sports goods was worth an estimated £5,016 million including VAT in 2004. Demand has increased by 18.2% since 2000, compared to total consumer spending growth of 20.3% over the same period, and total retail sales growth of 19.4%. Thus the market has lagged behind both wider consumer measures, albeit only marginally.

Several factors have been driving the market in recent years. Among the more important ones are lower prices, the increased fashion appeal of sports brands, greater awareness of the importance of exercise and a healthy diet, marginally improving sports participation levels, rapid expansion of some comparatively new sports chains and a growing numbers of sports superstores. Various less tangible factors have also influenced spending. Certainly the aspirational and fashionable appeal of leading brands has been enhanced by endorsements from a growing band of ‘sports celebrities’. Top sporting events are a market driver too and media coverage is far greater than it used to be. When England won the Rugby Union World Cup in 2003 it sparked an unprecedented demand for their team shirts. The Euro 2004 football championships in Portugal had a similar effect, on a much larger scale, in boosting demand for England strip. At the time of writing the England cricket shirt was outselling the football strip, as the national side strives to win the Ashes from Australia for the first time in two decades.

About Mintel’s research:

Pooling together the most innovative consumer research, most sort-after market data and the latest retailer performance coverage, Mintel’s report offers you a fresh and independent insight into the market and its retailers. Use Mintel’s research to inform your market investment decisions, guide operating strategy, pinpoint areas of potential growth and to:

Track the market’s size, driving forces and segmentation

Identify the trends in the purchasing of sports clothing and equipment

Discover consumers’ attitudes towards sports goods retailers, enabling you to tailor your offering accordingly

Identify the factors affecting the demand for sports goods

Find out how to best reach key audiences with the most effective marketing communications

Measure market forecasts and build realistic business models

Gain insight into future trends

Gather in-depth information about consumer target groups, including key demographics and media targeting information

View detailed sports goods retail company profiles including information on their market share, background, finances, outlets and products

Gain insight into future trends, measure market forecasts and build realistic business models.

Intriguing findings include:

Mintel’s research shows that the attitudinal statement posting the highest level of agreement was ‘I shop around for the best deals’ (46%). This suggests that there is limited customer loyalty in this market and that price competition is functioning well with shoppers feeling the need to check out different options.