Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Insights and Opportunities
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- All in a good cause
- Memberships guarantee income – and participation
- Work out at work
- Wii just do it
Market in Brief
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- Market breaks the £4 billion barrier
- Dip into the pool, not the gym
- Three main barriers to increasing participation
- Participation patterns becoming polarised
- Cost and convenience determine choice of venue
- Cardigans for goalposts
- Convenience and price create competitive advantage
- Innovation stimulating participation
- New media better than old
- Lessons for life
- The Olympic opportunity
Fast Forward Trends
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- Trend 1: Power to the people
- What's it about?
- Observations
- What next?
- Trend 2: Holy alliances
- What's it about?
- Observations
- What next?
- Trend 3: Non-standard society
- What's it about?
- Observations
- What next?
Internal Market Environment
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- Key points
- Interest in sport
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- Figure 1: Interest in named sports/pastimes, 2002-06
- Facility provision
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- Figure 2: UK sports facility provision, 2006
- Facility provision increasing
- Playing fields – level or levelled?
- Sport in the media
- Television
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- Figure 3: Most televised sports, 2002-06
- Internet
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- Figure 4: Most-visited sports retail websites, 2006 and 2007
- Print media
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- Figure 5: Leading sports magazines, by average net circulation per issue, 2005 and 2006
- Figure 6: Circulation performance of individual sports magazine sectors, 2005-06
- Participation initiatives
- Doing it for the kids
- Promotion
- I’m a celebrity, get me into it
- The ‘professional’ approach
- The Olympic effect
- Cost of the Games not just financial
Broader Market Environment
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- Key points
- Economic climate
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- Figure 7: Trends in personal disposable income and consumer expenditure, 2002-12
- Incomes rise, but cost still an issue
- Membership fees buy financial security
- Demographic trends
- Age and gender
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- Figure 8: Trends in the age structure of the UK population, by gender, 2002-12
- Chasing the grey jersey
- Socio-economic status
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- Figure 9: Forecast adult population trends, by socio-economic group, 2002-12
- Lifestage
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- Figure 10: Forecast adult population trends, by lifestage, 2002-12
- Growth market among the retired
- Convenience holds greater value for older participants
- Successful interventions include:
- Health of the nation
- Obesity
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- Figure 11: Body mass index segments, by gender, age, socio-economic group, marital status, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN categories, technology usage, household size and car ownership, 2006
- Weight and slimming
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- Figure 12: Adults who are trying to slim, by gender, age, socio-economic group, marital status, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN categories, technology usage, household size and car ownership, 2006
- Cigarettes and alcohol
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- Figure 13: Trends in cigarette smoking, 2002-06
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- Figure 14: Consumption of alcoholic drinks, 1999-2006
- Attitudes towards health and exercise
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- Figure 15: Attitudes towards health and exercise, 2002-06
- Government policy
- Targeting health, society and the economy
- Policy initiatives
- School sport
- Available leisure time
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- Figure 16: Amount of time spent on hobbies and sport on an average weekday, 2002-06
- Access to media
- Cable/satellite television
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- Figure 17: UK multichannel TV penetration, by platform, 2001-06
- Internet/broadband Internet
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- Figure 18: Internet access usage, 2002-06
Competitive Context
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- Key points
- Watching v. playing
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- Figure 19: Most popular participation and spectator sports, 2006
- Figure 20: Interest in sport, by regular participation, occasional participation and paid attendance, 2006
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- Figure 21: Consumer expenditure on selected leisure goods and activities, 2001-06
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- Figure 22: Penetration of selected out-of-home leisure activities, 2002 and 2006
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- New sports
- Full-time at half-time
- Old sports, new formats
- The great indoors
- Water music
- Movie moves
- Junior gym
Market Size and Forecast
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- Key points
- The recent past
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- Figure 23: Regular or occasional participation in sport, 2002-06
- Regular or occasional participation in sports, by demographic sub group
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- Figure 24: Regular or occasional participation in sports, by gender, age, socio-economic group, marital status, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN categories, technology usage, household size and car ownership, 2006
- Activity days involving regular participants
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- Figure 25: Activity days involving regular participants*, 2002-06
- The here and now
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- Figure 26: Estimated consumer expenditure on sports participation, 2002-12
- Demographic and economic factors
- Factors incorporated in the forecast
- Mintel foresight
- Olympics to ring the changes
- Sport against the clock
- Sport against the body clock
The Consumer: Who Plays What? And How Often?
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- Key points
- Frequency of participation
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- Figure 27: Frequency of sports participation, February/March 2007
- Who plays? – Demographic analysis
- Most popular sports
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- Figure 28: Participation in most popular sports (any frequency), by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, daily Internet usage, supermarket usage, mobile provider and TV reception, February/March 2007
- Next most popular sports
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- Figure 29: Participation in next most popular sports (any frequency), by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, daily Internet usage, supermarket usage, mobile provider and TV reception, February/March 2007
- Cross-participation in sport
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- Figure 30: Participation in sports (any frequency), by participation in most popular other sports (any frequency), February/March 2007
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- Figure 31: Participation in sports (any frequency), by participation in next most popular other sports (any frequency), February/March 2007
- How often do we play?
- Classification of consumers by frequency of sports participation
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- Figure 32: Classification of consumers, by frequency of sports participation, February/March 2007
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- Figure 33: Classification of consumers, by frequency of sports participation, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, daily Internet usage, supermarket usage, mobile provider and TV reception, February/March 2007
The Consumer: Where Do We Play?
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- Key points
- Location of sports participation
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- Figure 34: Sports participation, by location, February/March 2007
- Where do we play? – Demographic analysis
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- Figure 35: Sports participation, by location, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, daily Internet usage, supermarket usage, mobile provider and TV reception, February/March 2007
The Consumer: How Much Do We Pay To Play?
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- Key points:
- Expenditure on sport
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- Figure 36: Amount spent on membership and entry fees in the last 12 months, February/March 2007
- How much do we pay to play? – Demographic analysis
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- Figure 37: Amount spent on membership and entry fees in the last 12 months, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, daily Internet usage, supermarket usage, mobile provider and TV reception, February/March 2007
The Consumer: Are We Playing More Or Less?
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- Key points
- Frequency of participation
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- Figure 38: Frequency of sports participation compared with two years ago, February/March 2007
- Are we playing more or less? – Demographic analysis
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- Figure 39: Frequency of sports participation compared with two years ago, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, daily Internet usage, supermarket usage, mobile provider and TV reception, February/March 2007
The Consumer: What Do We Think About Sport?
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- Key points
- Attitudes towards participation
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- Figure 40: Attitudes towards sports participation, February/March 2007
- What do we think? – Demographic analysis
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- Figure 41: Most popular attitudes towards sports participation, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, daily Internet usage, supermarket usage, mobile provider and TV reception, February/March 2007
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- Figure 42: Further attitudes towards sports participation, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, daily Internet usage, supermarket usage, mobile provider and TV reception, February/March 2007
- Attitudes towards participation by frequency
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- Figure 43: Attitudes towards sports participation, by frequency of sports participation compared with two years ago, February/March 2007
- Attitudes towards participation by location
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- Figure 44: Attitudes towards sports participation, by location of sports participation, February/March 2007
- Attitudes towards participation by other viewpoints
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- Figure 45: Attitudes towards sports participation, by most popular other attitudes towards sports participation, February/March 2007
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- Figure 46: Attitudes towards sports participation, by next most popular other attitudes towards sports participation, February/March 2007
- Attitudes towards participation by consumer classification
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- Figure 47: Attitudes towards sports participation, by classification of consumers, February/March 2007
- Sports participation target groups
- Jump Starters (24% of Internet users who play sport at least once a month or 7.1 million Internet users aged 16+)
- Teeth Gritters (14% of Internet users who play sport at least once a month or 4.2 million Internet users aged 16+)
- Note Takers (18% of Internet users who play sport at least once a month or 5.3 million Internet users aged 16+)
- Social Sportifs (13% of Internet users who play sport at least once a month or 3.9 million Internet users aged 16+)
- Contents (30% of Internet users who play sport at least once a month or 8.9 million Internet users aged 16+)
- Target groups by demographic analysis
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- Figure 48: Sports participation target groups, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, daily Internet usage, supermarket usage, mobile provider and TV reception, February/March 2007
- Target groups by sport played
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- Figure 49: Indexed participation in sports (any frequency), by sports participation target groups, February/March 2007
- Target groups by location
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- Figure 50: Index of sports participation, by location, by sports participation target groups, February/March 2007
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