Table of Contents
Executive Summary
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- A strong year for the specialist sports goods market
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- Figure 1: Consumer expenditure through specialist sports goods retailers (Inc. VAT), 2010-20
- Clothing the largest segment of the market
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- Figure 2: Estimated breakdown of consumer expenditure through specialist sporting goods retailers, 2014
- Sports Direct accounts for over 50% of the market
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- Figure 3: Specialist sporting goods retailers’ market shares, 2014
- Sports participation falls since the Olympics
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- Figure 4: Number of adults aged 16+ taking part in sport at least once a week, 2008-15
- Sports Direct and Amazon the most popular retail destinations
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- Figure 5: Retailers used to purchase sporting goods in the past 12 months, April 2015
- Over half of consumers have purchased sports goods for non-sports use
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- Figure 6: Reason for purchasing sporting goods in the past 12 months, April 2015
- Running/jogging the most purchased-for sporting activity
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- Figure 7: Sporting activities sporting goods purchased for in the last 12 months, April 2015
- Price and range the most important factors when choosing where to shop
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- Figure 8: Factors considered important when choosing a retailer to purchase sporting goods from, April 2015
- Discount for buying multiple items would encourage more purchasing
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- Figure 9: Agreement with factors that would increase purchasing at sporting goods retailers, April 2015
- What we think
Issues and Insights
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- Encouraging sports participation from stores
- The facts
- The implications
- Embracing the casual market
- The facts
- The implications
- Amazon: A serious player in the sporting goods market
- The facts
- The implications
The Market – What You Need to Know
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- Strong growth in the market in 2014
- Clothing accounts for over half of all spending through specialists
- Confidence turns positive
- Participation in sport growing, but slowly
- Four in 10 males overweight
- Declining youth population may impact the market
Market Drivers
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- Consumer confidence picking up as the economy improves
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- Figure 10: Consumer Price Index for equipment for sport and open-air recreation, September 2014-May 2015
- Little growth in sports participation since 2008
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- Figure 11: Number of UK adults aged 16+ taking part in sport at least once a week, 2008-15
- Figure 12: Number of adults aged 16+ taking part in sport at least once a week, by sport, 2014/15
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- Figure 13: Number of aged 16+ taking part in sport at least once a week, by sport, 2005/06-2014/15
- Figure 14: Frequency of sports participation, April 2015
- Declining youth population could impact the market
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- Figure 15: Trends in the age structure of the UK population, 2009-19
- Four in 10 men are overweight
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- Figure 16: Proportion of overweight and obese population, by gender, 2000-13
- 38% of consumers would like to be more active
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- Figure 17: Attitudes towards health and sport, June 2014
- Increase in budget health and fitness clubs
Market Size and Forecast
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- About our market size and forecast
- Positive growth in 2014
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- Figure 18: Consumer expenditure through specialist sports goods retailers (Inc. VAT), 2010-20
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- Figure 19: Consumer expenditure through specialist sports goods retailers (Inc. VAT), 2010-20
- Mintel’s forecast methodology
Segment Performance
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- Clothing the largest category
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- Figure 20: Estimated breakdown of consumer expenditure through specialist sporting goods retailers, 2014
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- Figure 21: Estimated breakdown of consumer expenditure through specialist sporting goods retailers, 2013-15
Key Players – What You Need to Know
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- Sports Direct by far the biggest player
- Online pureplay retailers gaining market share
- Store numbers up
- Big three cut adspend
- Decathlon stores excel in sportiness
Innovations
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- New store openings incorporate technology to drive customer engagement
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- Figure 22: JD Sports new store in Manchester Trafford, 2015
- Figure 23: JD Sports new store in Manchester Trafford, 2015
- New store formats to cater for the local market
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- Figure 24: NikeLab 1948 Store, 2014
- Interactive trials in-store
- Vending machine saves cyclists from a flat tyre
- Sports Direct enters into the budget gym market
- Click-and-collect incentive
- Geo-targeting used to personalise the online experience
- Sports retailers expand their presence with concessions
Brand Communication and Promotion
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- Shrinking advertising expenditure
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- Figure 25: Recorded above-the-line, online display and direct mail total advertising expenditure on sports goods, 2011-14
- JD Sports spends almost £3 million
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- Figure 26: Recorded above-the-line, online display and direct mail total advertising expenditure on sports goods, by retailer, 2011-14
- Sports retailers spend out on press advertising
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- Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure on sports goods, by media type, 2011-14
- A note on ad spend
Leading Sports Retailers
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- An exceptional year for JD Sports
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- Figure 28: Selected leading specialists and total specialist market, annual % change in sales (exc. VAT), 2011-14
- Leading specialists’ sales
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- Figure 29: Leading sports specialists’ annual net revenues, 2011-14
- Leading specialists’ store numbers
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- Figure 30: Leading sports retailers’ estimated outlet numbers, 2010-14
- Online pureplayers
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- Figure 31: Leading specialist online retailers sales, 2011-2014
- Branded sports stores
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- Figure 32: Selected leading branded sports goods specialists outlet data, 2015
- Buying and voluntary groups
Market Shares
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- Sports Direct accounts for half the market
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- Figure 33: Specialist sporting goods retailers’ market shares, 2014
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- Figure 34: Specialist sporting goods retailers’ estimated market shares, 2012-14
Space Allocation Summary
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- Space allocation overview
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- Figure 35: Sports shops’ space allocation, May 2015
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- Figure 36: Decathlon, Surrey Quays, fitness equipment display, May 2015
- Figure 37: Sports shops: Estimated men’s, women’s and children’s clothing and footwear space allocation as a % of total selling space, May 2015
- Detailed space allocation
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- Figure 38: Sports shops: Estimated detailed space allocation, May 2015
- Figure 39: Sports shops: Estimated detailed space allocation, May 2015
Sports Direct Plc
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- What we think
- Expansion outside Europe
- Planned 200-strong budget gym chain
- Debenhams concessions
- Larger spruced-up stores to showcase its range
- Rolls out click-and-collect service
- Premium lifestyle fashion offering struggling
- Company background
- Company performance
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- Figure 40: Sports Direct Plc: Group financial performance, 2011-15
- Figure 41: Sports Direct Plc: UK and European performance, 2011-15
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- Figure 42: Sports Direct Plc: Group outlet data, 2011-15
- Figure 43: Sports Direct PLC: European store numbers, 2014-15
- Retail offering
JD Sports Fashion Plc
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- What we think
- New concept stores enhance the brand experience
- Strengthening branded offering
- Struggling fashion brands
- Planned chain of value fitness centres
- Multichannel
- Company background
- Company performance
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- Figure 44: JD Sports Fashion plc: Group financial performance, 2010/11-2014/15
- Figure 45: JD Sports Fashion plc: Geographical sales breakdown, 2014 and 2015
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- Figure 46: JD Sports Fashion plc: Outlet data, 2010/11-2014/15
- Retail offering
Decathlon UK
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- What we think
- Strong own-brand offering and wide variety of sports gear
- Click-and-collect and shop-in-shops
- Innovation reputation
- Complete one-stop sporting goods shopping experience
- Cycling
- ‘Discover Decathlon Days’
- Company background
- Company performance
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- Figure 47: Decathlon UK: financial performance, 2008/09-2013/14
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- Figure 48: Decathlon UK: Outlet data, 2008/09-2013/14
- Retail offering
The Consumer – What You Need to Know
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- Over half of consumers participate in sporting activities once a week or more
- Sports Direct and Amazon the most popular retail destinations to purchase goods
- Over half of those who purchased sporting goods did so for non-sports use
- Running the most purchased-for sport
- Price and range the most influential factors when choosing where to buy
- Just 10% of consumers said major sporting events encouraged them to purchase sports goods
Sports Participation
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- The majority of consumers participate once a week
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- Figure 49: Frequency of sports participation, April 2015
- Younger consumers more active
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- Figure 50: Frequency of sports participation, by age, April 2015
- Urban active
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- Figure 51: Frequency of sports participation, by location, April 2015
- Socio-economic group is tied to sports participation
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- Figure 52: Frequency of sports participation, by socio-economic group, April 2015
Where People Shop
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- Online or in-store purchasing
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- Figure 53: Purchasing of sporting goods in the past 12 months, by in-store or online purchasing, April 2015
- For sports or non-sports use
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- Figure 54: Reason for purchasing sporting goods in the past 12 months, April 2015
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- Figure 55: Retailers used to purchase sporting goods in the past 12 months, April 2015
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- Figure 56: Profile of shoppers for sporting goods, April 2015
- Repertoire analysis
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- Figure 57: Repertoire of retailers used to purchase sporting goods, April 2015
- Online or in-store purchasing by retailer
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- Figure 58: Online or in-store purchasing, by retailer, April 2015
- For sports use and for non-sports use
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- Figure 59: Reason for purchasing sporting goods, by retailer, April 2015
Sporting Activities Goods Purchased For
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- Running the most purchased-for activity
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- Figure 60: Sporting activities sporting goods purchased for in the last 12 months, April 2015
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- Figure 61: Most popular sporting activities sports goods purchased for, 2012-15
- Items purchased by sport
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- Figure 62: Items purchased, by sporting activities, April 2015
- Younger consumers more likely to purchase
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- Figure 63: Any purchase of clothing and footwear and equipment and accessories, by age, April 2015
- Figure 64: Any purchase of clothing and footwear and equipment and accessories, by frequency of sports participation, April 2015
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- Figure 65: Retailers used to purchase sporting goods, by goods purchased, April 2015
Factors Influencing Purchasing Decisions
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- Price and range most important when choosing where to buy
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- Figure 66: Factors considered important when choosing a retailer to purchase sporting goods from, April 2015
- Price and promotions most important to Generation X
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- Figure 67: Select factors considered important when choosing a retailer to purchase sporting goods from, by generation, April 2015
- Clear product descriptions online vital to older generations
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- Figure 68: Select factors considered important when choosing a retailer to purchase sporting goods from online, by generation, April 2015
- Millennials value advice
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- Figure 69: Factors considered important relating to advice/recommendations when choosing a retailer to purchase sporting goods, by generation, April 2015
- Factors that influence choice of retailer within the leading specialists consumer base
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- Figure 70: Retailers sporting goods purchased from, by factors that are considered important when choosing which retailer to purchase sporting goods from, April 2015
- Factors impacting purchasing for sports and non-sports use
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- Figure 71: Reason for purchasing sporting goods, by factors considered important when choosing a retailer to purchase sporting goods from, April 2015
Factors That Would Encourage Purchasing
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- Consumers most interested in category-specific discounts
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- Figure 72: Agreement with factors that would increase purchasing at sporting goods retailers, April 2015
- Younger consumers more interested in innovations
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- Figure 73: Agreement with select factors that would increase purchasing at sporting goods retailers, by age, April 2015
- Urban dwellers most interested in click-and-collect
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- Figure 74: Click-and-collect as a factor to increase purchasing at sports goods retailers, by location, April 2015
Sporting Events and the Effect on Purchasing
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- Just 8% of consumers were encouraged to purchase more goods following an event
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- Figure 75: Agreement with statements regarding major sporting events in the past three years, April 2015
- Younger consumers more influenced by major sporting events
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- Figure 76: Agreement with statements regarding major sporting events in the past three years, by age, April 2015
- Effects of sports participation on engagement with sporting events
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- Figure 77: Participation in sporting events, by agreement with statements regarding major sporting events in the past three years, April 2015
- Effects of sports goods purchasing on engagement with sporting events
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- Figure 78: Purchase of any sporting goods, by agreement with statements regarding major sporting events in the past three years, April 2015
Appendix – Data Sources and Abbreviations
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- Definition
- Abbreviations
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