Table of Contents
Introduction and Abbreviations
-
- Definition
- Consumer research
- ACORN
- Abbreviations
Premier Insight
-
- Low-cost sport and fitness facilities
- Use the Internet to lock in participant interest
- Individual activities can copy team sports to improve levels of commitment
- Biggest is not necessarily best where sports media is concerned
Summary of Key Report Findings
-
- Participation rates reach new high…
- …as keenest competitors regain lost enthusiasm
- More consumers want sport on the cheap…
- …but biggest spenders spend bigger and bigger
- Cutting venues to cut costs
- A nation increasingly health aware…
- …although a soft core of ‘Slobs’ remain
- A sound body more important than a healthy mind?
- More consumers making time for exercise
- Fitness sports hold most appeal for women and 25-44-year-olds…
- …while competition sports participants are younger and male
- Competition sports participants are biggest equipment buyers
- Serious participants escape national chains
- Sports goods market to top £5 billion in 2005
- Swimming loses buoyancy at regular levels of participation
- Home participation pumps up keep fit sector
- Joggers the ideal target – but proving difficult to hit
- Hikers are older and more affluent, but are disinclined to buy
- Athletes keep on running
- Football and snooker: the people’s games
- Golf is UK’s most expensive – and competitive – sport
Market Factors
-
- Economic climate
-
- Figure 1: Trends in personal disposable income and consumer expenditure, 2000-10
- Number of people in work
-
- Figure 2: UK labour force trends, 2000-10
- Population trends
-
- Figure 3: Trends in the age structure of the UK population, by gender, 2000-10
- The socio-economic structure of the population
-
- Figure 4: Forecast adult population trends, by socio-economic group, 2000-10
- Population by lifestage
-
- Figure 5: Forecast adult population trends, by socio-economic group, 2000-10
- Health of the nation
- Obesity
-
- Figure 6: Incidence of being overweight or obese among men and women, by age group, 1999 and 2003
- Weight and slimming
-
- Figure 7: Consumer attitudes towards their weight, 2004
-
- Figure 8: Adults who are trying to slim, 1980-2004
- Cigarette smoking and alcohol consumption
- Attitudes towards health and exercise
-
- Figure 9: Attitudes towards health and exercise, 1998-2004
- Government policies
- Health policies
- Exercise referral schemes
- Licensing Act 2003
- 2012 Olympic bid
- Available leisure time
-
- Figure 10: Daily leisure time, 2004
- Local authority and private club provision
-
- Figure 11: Trends in the total number of private health and fitness clubs* in the UK, 2000-05
-
- Figure 12: Annual membership fees levied by health and fitness clubs by club location, February 2005
-
- Figure 13: Trends in the number of members at health and fitness clubs in the past 12 months, by club location, February 2005
Sport Background
-
- Interest in sports
-
- Figure 14: Interest in named sports/pastimes among UK adults, 2001-04
- Sports participation levels
-
- Figure 15: Regular participation in sports, 2001-04
- Sports paid to watch
-
- Figure 16: Paid to watch sporting events, 2001-04
- Sports media
- Sports media consumption habits
-
- Figure 17: Sports media consumption, October 2004
- Cable/satellite television penetration
-
- Figure 18: UK penetration rates for satellite, cable and digital TV, 1998-2004
- Growth of television sports programming
-
- Figure 19: UK sports television output, 2001-04
-
- Figure 20: UK sports television output, by channel, 2001-04
-
- Figure 21: Most televised UK sports, 2001-04
- Internet usage
-
- Figure 22: UK Internet penetration, 2001-05
- Newspaper and magazine circulations
-
- Figure 23: National newspaper circulations, 2004-05
-
- Figure 24: Leading sports magazine circulations, 2002 and 2004
Sports Goods Market Size/Segmentation
-
- Market size – overview
-
- Figure 25: Consumer spending on sports goods, 2000-05
- Market segmentation
-
- Figure 26: Consumer spending on sports goods, by product category, 2000-04
- Equipment
-
- Figure 27: Consumer spending on sports equipment, 2000-05
- Clothing
-
- Figure 28: Consumer spending on sports clothing, 2000-05
- Footwear
-
- Figure 29: Consumer spending on sports footwear, 2000-05
The Consumer – Sports Participation
-
- Regular participation
-
- Figure 30: Regular sports participants, 2000-05
- Occasional participation
-
- Figure 31: Occasional sports participants, 2000-05
- Profile of sport participants by individual sport
- Fitness sports
-
- Figure 32: Demographic profile of participants in fitness sports, by gender, age and socio-economic status, February/March 2005
-
- Figure 33: Demographic profile of participants in fitness sports, by region and ACORN categories, February/March 2005
-
- Figure 34: Demographic profile of participants in fitness sports, by marital and working status, February/March 2005
-
- Figure 35: Demographic profile of participants in fitness sports, by detailed lifestage groups, February/March 2005
-
- Figure 36: Demographic profile of participants in fitness sports, by media, supermarket usage and commercial television viewing, February/March 2005
- Competition sports
-
- Figure 37: Demographic profile of participants in competition sports, by gender, age and socio-economic status, February/March 2005
-
- Figure 38: Demographic profile of participants in competition sports, by region and ACORN categories, February/March 2005
-
- Figure 39: Demographic profile of participants in competition sports, by marital and working status, February/March 2005
-
- Figure 40: Demographic profile of participants in competition sports, by detailed lifestage groups, February/March 2005
-
- Figure 41: Demographic profile of participants in competition sports, by media, supermarket usage and commercial TV viewing, February/March 2005
Frequency of Participation
-
-
- Figure 42: Frequency of sport participation among regular participants, 1998-2005
- Frequency of participation by type of sport
- Fitness sports
-
- Figure 43: Frequency of participation in fitness sports among regular participants, February/March 2005
- Competition sports
-
- Figure 44: Frequency of participation in competition sports among regular participants, February/March 2005
-
Where Sport is Played
-
-
- Figure 45: Sport participation, by location, 1998-2005
- Regular/occasional participants by sport by where sport played
- Fitness sports
-
- Figure 46: Participation in fitness sports, by location, February/March 2005
- Competition sports
-
- Figure 47: Participation in competition sports, by location, February/March 2005
-
How Much is Spent on Sport
-
-
- Figure 48: Annual expenditure on sports membership and entry fees, 1998-2005
- Regular/occasional participants by sport by amount spent on sport
- Fitness sports
-
- Figure 49: Annual expenditure on sports membership and entry fees among fitness sport participants, February/March 2005
- Competition sports
-
- Figure 50: Annual expenditure on sports membership and entry fees among competition sport participants, February/March 2005
- Demographic analysis of average expenditure patterns
-
- Figure 51: Average expenditure on membership and entry fees, by gender, age and socio-economic status, February/March 2005
- Figure 52: Average expenditure on membership and entry fees, by region and ACORN categories, February/March 2005
-
- Figure 53: Average expenditure on membership and entry fees, by marital and working status, February/March 2005
- Figure 54: Average expenditure on membership and entry fees, by detailed lifestage groups, February/March 2005
-
- Figure 55: Average expenditure on membership and entry fees, by media, supermarket usage and commercial television viewing, February/March 2005
-
Attitudes Towards Healthy Eating and Exercise
-
-
- Figure 56: Agreement with statements about healthy eating and exercise, 1995-2005
- Regular/occasional participants by sport by attitudes towards healthy eating and exercise
- Fitness sports
-
- Figure 57: Agreement with statements about healthy eating and exercise among fitness sport participants, February/March 2005
- Competition sports
-
- Figure 58: Agreement with statements about healthy eating and exercise among competition sport participants, February/March 2005
-
Sport Participants’ Purchasing Habits
-
- Regular/occasional participants by sport by where bought sports goods
- Fitness sports
-
- Figure 59: Patterns of expenditure on sports clothing, footwear and equipment, by retail outlet, among fitness sports participants, February/March 2005
- Competition sports
-
- Figure 60: Patterns of expenditure on sports clothing, footwear and equipment, by retail outlet, among competition sports participants, February/March 2005
- Regular/occasional participants by sport by how much spent on sports goods
- Fitness sports
-
- Figure 61: Annual expenditure on sports clothing, footwear and equipment among fitness sports participants, February/March 2005
- Competition sports
-
- Figure 62: Annual expenditure on sports clothing, footwear and equipment among competition sports participants, February/March 2005
- Regular/occasional participants by sport by why clothes bought
- Fitness sports
-
- Figure 63: Motives for purchasing sports clothing and footwear among fitness sports participants, February/March 2005
- Competition sports
-
- Figure 64: Motives for purchasing sports clothing and footwear among fitness sports participants, February/March 2005
- Regular/occasional participants by sport by attitudes towards sports clothing, equipment and footwear
- Fitness sports
-
- Figure 65: Attitudes towards sport and the purchase of sports equipment among fitness sports participants, February/March 2005
- Competition sports
-
- Figure 66: Attitudes towards sport and the purchase of sports equipment among competition sports participants, February/March 2005
- Regular/occasional participants by sport by bottled water bought
- Fitness sports
-
- Figure 67: Bottled water purchased by fitness sports participants, by type, February/March 2005
- Competition sports
-
- Figure 68: Bottled water purchased by competition sports participants, by type, February/March 2005
- Regular/occasional participants by sport by energy drinks bought
- Fitness sports
-
- Figure 69: Sports and energy drinks purchased by fitness sports participants, by type, February/March 2005
- Competition sports
-
- Figure 70: Sports and energy drinks purchased by competition sports participants, by type, February/March 2005
Consumer Attitudes and Targeting Opportunities
-
-
- Figure 71: Sporting attitudes and preferences, 2000-05
- Reasons for playing sport
- Sporting preferences
- Reasons for non-participation
- Attitudes towards sport by sports played
- Fitness sports
-
- Figure 72: Attitudes towards sport among fitness sports participants, February/March 2005
- Competition sports
-
- Figure 73: Attitudes towards sport among competition sports participants, February/March 2005
- Sport Target Groups
- Keep Fitters (18% of sample or 8.9 million adults)
- Weight Watchers (11% of sample or 5.4 million adults)
- Competitive Streakers (10% of sample or 4.9 million adults)
- Armchair Sportees (20% of sample or 9.8 million adults)
- Unsporting (42% of sample or 20.7 million adults)
- Target groups by demographic analysis
-
- Figure 74: Demographic analysis of sports participation target groups, by gender, age and socio-economic status, February/March 2005
-
- Figure 75: Demographic analysis of sports participation target groups, by region and ACORN categories, February/March 2005
-
- Figure 76: Demographic analysis of sports participation target groups, by marital and working status, February/March 2005
-
- Figure 77: Demographic analysis of sports participation target groups, by detailed lifestage groups, February/March 2005
-
- Figure 78: Demographic analysis of sports participation target groups, by media, supermarket usage and commercial television viewing, February/March 2005
- Target groups by any participation in sport
-
- Figure 79: Target group participation in named sports, February/March 2005
- Sporting repertoire
-
- Figure 80: Sports played, by number of sports played, February/March 2005
- Targeting opportunities
-
- Figure 81: Target group penetration among selected participation sports, February/March 2005
-
The Consumer – Detailed Demographics
-
- Attitudes towards healthy lifestyles
-
- Figure 82: Demographic analysis of attitudes towards healthy lifestyles, by gender, age, socio-economic group, region, marital status, working status, detailed lifestage, ACORN categories, media usage, supermarket usage and commercial TV viewing, February/March 2005
- Regular participants by sport
-
- Figure 83: Attitudes towards healthy lifestyles among regular participants, by sport, by gender, age, socio-economic group, region, marital status, working status, detailed lifestage, media usage, ACORN categories, supermarket usage and commercial TV viewing February/March 2005
- Occasional participants by sport
-
- Figure 84: Attitudes towards healthy lifestyles among occasional participants, by sport, by gender, age, socio-economic group, region, marital status, working status, detailed lifestage, media usage, ACORN categories, supermarket usage and commercial TV viewing, February/March 2005
- Frequency of playing sport
-
- Figure 85: Frequency of participation among regular sports participants, by gender, age, socio-economic group, region, marital status, working status, detailed lifestage, media usage, ACORN categories, supermarket usage and commercial TV viewing, February/March 2005
- Where sport is played
-
- Figure 86: Sports partcipation by location (regular participants), by gender, age, socio-economic group, region, marital status, working status, detailed lifestage, media usage, ACORN categories, supermarket usage and commercial TV viewing, February/March 2005
- How much is spent on sport
-
- Figure 87: Expenditure on memberships and entry fees (regular participants), by gender, age, socio-economic group, region, marital status, working status, detailed lifestage, media usage, ACORN categories, supermarket usage and commercial TV viewing, February/March 2005
- Attitudes towards sport
- Most popular attitudes towards sport
-
- Figure 88: Demographic analysis of most popular attitudes towards sport, by gender, age, socio-economic group, region, marital status, working status, detailed lifestage, media usage, ACORN categories, supermarket usage and commercial TV viewing, February/March 2005
- Next most popular attitudes towards sport
-
- Figure 89: Demographic analysis of next most popular attitudes towards sport, by gender, age, socio-economic group, region, marital status, working status, detailed lifestage, media usage, ACORN categories, supermarket usage and commercial TV viewing, February/March 2005
- Number of sports played regularly or occasionally
-
- Figure 90: Demographic analysis of regular and occasional participation, by number of sports played, by gender, age, socio-economic group, region, marital status, ACORN categories, working status, detailed lifestage, media usage, supermarket usage and commercial TV viewing, February/March 2005
The Future
-
- Economic conditions in place for further growth
- Demographic trends to remain largely positive
- Fitness sports are best equipped to adapt to the needs of an ageing population
- Participation heads for polarisation
- More participants bigger than ever
- More joined up government thinking likely to have positive effect
- Changing patterns of participation to stimulate equipment sector
- Increasing leisure time raises prospects for sport
- Changing motivations: long-term shift or fleeting fashion?
Forecast
-
- Scenario 1
-
- Figure 91: Forecast of sports participation target groups, Scenario 1, 2005-10
- Scenario 2
-
- Figure 92: Forecast of sports participation target groups, Scenario 2, 2005-10
- Scenario 3
-
- Figure 93: Forecast of sports participation target groups, Scenario 3, 2005-10
Back to top