The market for sports venue catering is entering very challenging times having enjoyed a period of strong growth during the past five years. Operators report signs of consumers trading down, with the result that average spend per head seems certain to fall back during 2009. This is especially true if attendance figures decline as predicted in the wake of the recession.

Consumer research for this report shows that consumer perceptions and experiences of sports venue catering are still quite negative, particularly in the areas of quality, price and choice, so it seems that there continues to be plenty of room for improvement.

This report assesses the current status of the market, looking at the performance of its major component sectors and providing insights into the likely impact of the recession. It also looks at consumer behaviour in terms of visiting sports venues, buying food and drink from them and also consumer attitudes towards various aspects of sports venue catering.

This report examines the following hypothesis: ‘With recession concerns now adding to the long-term barriers of development (length of queues, quality of food perceptions, etc), trading conditions are increasingly tough in the sports venue catering market. Will catering be the first area on which consumers cut back?’

Main issues

Impact of the recession – is catering in sports venues the first area to be cut in consumers’ leisure spending, or is it still seen as integral to the experience?

Innovation – how are operators responding to consumer concerns about speed of service, quality, value and choice?

How can operators respond to the ‘double whammy’ of declining sales and rising overheads?