Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: The UK tenpin bowling market, 2006-16
- Market factors
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- Figure 2: Trends in number of tenpin bowling sites in the UK, 2004-11
- Companies, brands and innovation
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- Figure 3: UK tenpin bowling market shares, by number of sites, November 2011
- The consumer
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- Figure 4: Tenpin bowling chains ever visited, August 2011
- Figure 5: Frequency of tenpin bowling, August 2011
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- Figure 6: Number of games played on last visit, August 2011
- Figure 7: Items bought/paid for on last tenpin bowling visit, August 2011
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- Figure 8: Factors which might encourage people to go tenpin bowling more often, August 2011
- What we think
Issues in the Market
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- Will there be further consolidation or business failures in the market?
- How can tenpin bowling operators attract new players?
- How can tenpin bowling operators encourage existing players to come more often/spend more?
- Is there potential to attract back lapsed bowlers and how big is this market?
Future Opportunities
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- Trend: Make it Mine
- Trend: Guiding Choice
Internal Market Environment
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- Key points
- Achieving work/life balance becomes harder
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- Figure 9: Working hours and leisure time, 2007-11
- Site numbers hold steady despite tough trading environment
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- Figure 10: UK tenpin bowling centres, 2004-11
- Driving footfall
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- Figure 11: Levels of car ownership among UK tenpin bowling-playing adults, 2007-11
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- Figure 12: Unleaded 95 Octane price per litre (pence) – UK average, January 2006-July 2011
- Figure 13: Average distance travelled by private modes, index, 1995/97-2010
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- Figure 14: Annual mileage of private cars, 1995/97-2010
- Fuelling overhead cost rises
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- Figure 15: Price of fuels purchased by non-domestic consumers in the United Kingdom (excluding the Climate Change Levy), 2006-11
- Leisure developments on the wane
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- Figure 16: Existing retail or leisure developments in the UK, 2006-11
- Weather is big influence on demand
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- Figure 17: UK average mean temperature, rainfall and sunshine hours, 2006-11
Broader Market Environment
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- Key points
- Economy casts cloud over leisure spending
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- Figure 18: GDP, PDI, consumer expenditure and savings, at constant 2011 prices, 2006-16
- Figure 19: GDP quarterly percentage change, Q1 2006-Q2 2011
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- Figure 20: Trends in the level of consumer confidence, January 2008-October 2011
- Youth unemployment a concern
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- Figure 21: Unemployment rate, by age group, June 2011-August 2011
- Youth population set to shrink
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- Figure 22: Trends in the age structure of the UK population, 2006-16
- Mid-market growth prospects?
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- Figure 23: Forecast adult population trends, by socio-economic group, 2006-16
- Tendency to bowl increases with household size
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- Figure 24: UK households, by size, 2006-16
- The digital generation
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- Figure 25: Electronic products/services have at home, 2009-11
- Figure 26: Broadband penetration, by demographics, July 11
Competitive Context
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- Key points
- A small area of consumer leisure spending
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- Figure 27: Consumer expenditure* on selected leisure activities, 2006-10
- Key trend: affordable escapism
- A dearth of genuine innovation relative to other industries?
- Virtual competition
Who’s Innovating?
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- Key points
- BowlSole tackles concerns about hired shoes
- Pop-up bowling with Pin-up
- Bowlplex and SEGA join forces
- BPAA tries to revive league bowling in the US
Market Size and Forecast
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- Key points
- Tough times for tenpin
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- Figure 28: The UK tenpin bowling market, 2006-16
- Forecast
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- Figure 29: Value forecasts of UK tenpin bowling market, 2006-16
- Forecast methodology
Segment Performance
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- Key points
- Secondary spending takes a hit
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- Figure 30: UK tenpin bowling expenditure, by segment, 2006-11
- Families market under pressure
- Corporate demand recovers but set for another fall?
- Boutique bowling sales still behind pre-recession levels
- Leagues suffer from lifestyle changes
- Machines remain an important source of revenue
- Online sales still relatively small
Market Share
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- Key points
- Newly merged Original Bowling Company takes market leadership
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- Figure 31: Leading tenpin bowling operators, by number of sites and lanes, November 2011
Companies and Products
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- All Star Leisure Group Ltd
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- Figure 32: All Star Leisure Group Ltd., key financial data, 2009 and 2010*
- Figure 33: All Star Leisure Group Ltd, sales trends by site, 2007-10
- Big Apple Entertainments Ltd
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- Figure 34: American Amusements Limited, key financial data, 2007-10
- Figure 35: Big Apple Entertainments Limited, key financial data, 2007-10
- Bloomsbury Leisure Holdings Ltd
- Bowlplex Ltd
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- Figure 36: Bowlplex Limited, key financial data, 2007-11
- Essenden plc
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- Figure 37: Essenden plc, key financial data, 2006-10
- Garland Leisure Ltd
- NAMCO Operations Europe Ltd
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- Figure 38: NAMCO Operations Europe Limited, key financial data, 2007-10
- Newbury Leisure Ltd
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- Figure 39: Newbury Leisure Limited, key financial data, 2006-10
- The Original Bowling Company Ltd
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- Figure 40: 9524 Trading [formerly AMF Bowling (Traditional)], key financial data, 2006-09
Brand Communication and Promotion
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- Key points
- Original Bowling Company leads the way
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- Figure 41: Main media advertising expenditure of leading tenpin bowling operators, 2006-11
- Radio is favoured medium
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- Figure 42: Main media advertising expenditure of leading tenpin bowling operators, by media type, 2006-10
- Digital takes over
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- Figure 43: Trends in numbers of unique visitors to the websites of leading tenpin bowling operators, September 2010-September 2011
- Hollywood Bowl excels on Facebook but boutiques master Twitter
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- Figure 44: Facebook Likes and Twitter followers for tenpin bowling operators, November 2011
- Industry co-operates to build business
Where Have People Bowled?
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- Key points
- Over eight in ten adults have bowled
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- Figure 45: Tenpin bowling chains ever visited, August 2011
- Tenpin bowler demographic characteristics
- Hollywood Bowl and AMF Bowling brands have the most overlap
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- Figure 46: Tenpin bowling chains ever visited, by most popular tenpin bowling chains ever visited, August 2011
- Figure 47: Tenpin bowling chains ever visited, by next most popular tenpin bowling chains ever visited, August 2011
How Often Do People Go Bowling?
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- Key points
- Half of bowlers haven’t been in the past year
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- Figure 48: Frequency of tenpin bowling, August 2011
- Characteristics of past year bowlers
- Tenpin and Bowlplex particularly successful in encouraging multiple visits
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- Figure 49: Frequency of tenpin bowling, by most popular tenpin bowling chains ever visited, August 2011
- Figure 50: Frequency of tenpin bowling, by next most popular tenpin bowling chains ever visited, August 2011
How Many Games Do People Play?
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- Key points
- Two games per visit is most popular choice
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- Figure 51: Number of games played on last visit, August 2011
- Heavier bowlers more likely to play more games
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- Figure 52: Number of games played on last visit, by frequency of tenpin bowling in past 12 months, August 2011
- AMF visitors more likely than Hollywood Bowl visitors to play three games…
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- Figure 53: Number of games played on last visit, by most popular tenpin bowling chains ever visited, August 2011
- …but Tenpin and Bowlplex more successful than both
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- Figure 54: Number of games played on last visit, by next most popular tenpin bowling chains ever visited, August 2011
Secondary Expenditure at Bowling Centres
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- Key points
- Almost nine in ten spend on ancillary items
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- Figure 55: Items bought/paid for when tenpin bowling, August 2011
- Significant variations in purchase evident by gender
- Potential for upselling snacks to alcohol purchasers?
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- Figure 56: Items bought/paid for when tenpin bowling, by most popular items bought/paid for when tenpin bowling, August 2011
- Clear correlation between games played and ancillary purchases
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- Figure 57: Items bought/paid for when tenpin bowling, by number of games played on last visit, August 2011
- Frequent bowlers also more likely to spend on ancillary items
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- Figure 58: Items bought/paid for when tenpin bowling, by frequency of tenpin bowling, August 2011
- Tenpin and AMF excel with their food offer
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- Figure 59: Items bought/paid for when tenpin bowling, by most popular tenpin bowling chains ever visited, August 2011
- Figure 60: Items bought/paid for when tenpin bowling, by next most popular tenpin bowling chains ever visited, August 2011
What Might Encourage People to Go More Often?
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- Key points
- Discount day is big hit
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- Figure 61: Factors which might encourage people to go tenpin bowling more often, August 2011
- All-inclusive deals provide certainty
- Child-free bowling appeals
- Adults-only nights appeal particularly to alcohol drinkers and gamers
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- Figure 62: Factors which might encourage people to go tenpin bowling more often, by most popular items bought/paid for when tenpin bowling, August 2011
- Tenpin Ltd customers keenest on discount day
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- Figure 63: Factors which might encourage people to go tenpin bowling more often, by most popular tenpin bowling chains ever visited, August 2011
- Figure 64: Factors which might encourage people to go tenpin bowling more often, by next most popular tenpin bowling chains ever visited, August 2011
Tenpin Bowling Target Groups
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- Key points
- Target groups dictated by discounts and deals
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- Figure 65: Tenpin bowling target groups, August 2011
- Discount Day and Meal Deal-Driven
- Discount Day and Drink Deal-Driven
- Drink Deal-Driven Only
- Open To Change
- Disinterested
- Visitors open to innovation twice as likely to visit Tenpin brand as average
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- Figure 66: Tenpin bowling chains ever visited, by target groups, August 2011
- Visitors open to innovation most likely to have been bowling in past year
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- Figure 67: Frequency of tenpin bowling, by target groups, August 2011
- Open To Change most likely to have played more than three games on last visit…
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- Figure 68: Number of games played on last visit, by target groups, August 2011
- …and to buy ancillary items
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- Figure 69: Items bought/paid for when tenpin bowling, by target groups, August 2011
Appendix – Market Size and Forecast
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- Figure 70: UK tenpin bowling market value forecast, best and worst case scenarios, 2011-16
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Appendix – Brand Communication and Promotion
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- Figure 71: Trends in numbers of unique visitors to the websites of leading tenpin bowling operators, September 2010-September 2011
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Appendix – Where Have People Bowled?
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- Figure 72: Most popular tenpin bowling chains ever visited, by demographics, August 2011
- Figure 73: Next most popular tenpin bowling chains ever visited, by demographics, August 2011
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Appendix – How Often Do People Go Bowling?
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- Figure 74: Frequency of tenpin bowling, by demographics, August 2011
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Appendix – How Many Games Do People Play?
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- Figure 75: Number of games played on last visit, by demographics, August 2011
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Appendix – Secondary Expenditure at Bowling Centres
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- Figure 76: Most popular items bought/paid for when tenpin bowling, by demographics, August 2011
- Figure 77: Next most popular items bought/paid for when tenpin bowling, by demographics, August 2011
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- Figure 78: Other items bought/paid for when tenpin bowling, by demographics, August 2011
- Figure 79: Items bought/paid for when tenpin bowling, by next most popular items bought/paid for when tenpin bowling, August 2011
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- Figure 80: Items bought/paid for when tenpin bowling, by other items bought/paid for when tenpin bowling, August 2011
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Appendix – What Might Encourage People to Go More Often?
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- Figure 81: Most popular factors which might encourage people to go tenpin bowling more often, by demographics, August 2011
- Figure 82: Next most popular factors which might encourage people to go tenpin bowling more often, by demographics, August 2011
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- Figure 83: Other factors which might encourage people to go tenpin bowling more often, by demographics, August 2011
- Figure 84: Factors which might encourage people to go tenpin bowling more often, by next most popular items bought/paid for when tenpin bowling, August 2011
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- Figure 85: Factors which might encourage people to go tenpin bowling more often, by other items bought/paid for when tenpin bowling, August 2011
- Figure 86: Factors which might encourage people to go tenpin bowling more often, by number of games played on last visit, August 2011
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- Figure 87: Factors which might encourage people to go tenpin bowling more often, by frequency of tenpin bowling in past 12 months, August 2011
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Appendix – Tenpin Bowling Target Groups
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- Figure 88: Factors which might encourage people to go tenpin bowling more often, by target groups, August 2011
- Figure 89: Target group, by demographics, August 2011
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