Author: Mintel Group Ltd.
Last saved by: HTTP server

Sports Participation: Inc Impact of COVID-19 - UK - October 2020

OVERVIEW
Key issues covered in this Report
COVID-19: market context
Economic and other assumptions
Products covered in this Report
EXECUTIVE SUMMARY
Impact of COVID-19 on sports participation
Figure 1: Short-, medium- and long-term impact of COVID-19 on sports participation, 5 October 2020
The market
COVID closures cause spending crash
Figure 2: Forecast of consumer expenditure on sports participation*, 2015-25
Playing numbers slip in pre-pandemic period
Figure 3: Adult participation in sport at least twice in the previous 28 days, 2017-19*
Health priorities shifting from body to mind
The consumer
Middle-aged participation spreads
Figure 4: Participation in sport (net), July 2017-August 2020
COVID crisis boosts outdoor fitness segment
Figure 5: Most popular types of sport (net), August 2020
In-home activity plugs digital sport
Figure 6: Taking exercise during the COVID-19 restrictions, August 2020
Lockdown reveals strong segmentation opportunities
Figure 7: Elements of sports participation missed most during the COVID-19 restrictions, August 2020
Focus on fun as players seek more sport
Figure 8: Attitudes towards playing sport after the COVID-19 pandemic, August 2020
Peer power is participation’s prime persuader
Figure 9: Incentives to participation in sport, August 2020
ISSUES AND INSIGHTS
Post-COVID sport needs a whole new mind game
Mental-health concerns already overtaking physical fitness priorities
More social, more inclusive – and less competitive
Digital enhancements can strengthen physical experiences
Beyond the boundary
Hitting out for the high street
THE MARKET – KEY TAKEAWAYS
COVID impact: crisis slashes supply
The big threat: demand goes underserved in pandemic aftermath
The big opportunity: sport for mental health
The long game: sport can find new homes on the high street 
MARKET SIZE AND FORECAST
COVID crisis casting long shadow over sports provision
Figure 10: Short-, medium- and long-term impact of COVID-19 on sports participation, 5 October 2020
Participation numbers slipped in 2019
Figure 11: Adult participation in sport at least twice in the previous 28 days, 2017-19*
Committed competitors still keen to spend on sport
Figure 12: Consumer expenditure on sports participation*, 2015-19
Recovery ball is in government’s court
Figure 13: Forecast of consumer expenditure on sports participation*, 2015-25
Market drivers and assumptions
Figure 14: Key drivers affecting Mintel’s market forecast (prepared on 28 September 2020), 2015-25
Experience of the last recession
Figure 15: Consumer expenditure on sports participation, 2007-12
Forecast methodology
MARKET SEGMENTATION
Swimming numbers dive by half a million
Figure 16: Twice-monthly adult participation in most popular sports, 2018-19*
MARKET DRIVERS
Facilities threatened by providers’ budget cuts
Figure 17: Top 10 types of registered sports facilities in England, September 2020
Sports face physical barriers in promoting mental benefits
Figure 18: Relative importance of mental/emotional wellbeing and diet/fitness, September 2019
More public policy opportunities in planning than health 
Figure 19: Attitudes towards healthy lifestyles, September 2019
Clubs targeted to widen the player pool
Figure 20: Affiliated sports clubs in England, by NGB, November 2017
COMPANIES AND BRANDS – KEY TAKEAWAYS
Mass participation key focus for a fitter future 
Parks at the heart of sport’s new localism
Football readied for return but still faces long-term community cuts
Pool protection bid seeks crowdfunding support
GOVERNING BODIES
Athletics
Cycling
Football
Swimming
Tennis
LAUNCH ACTIVITY AND INNOVATION
Events business gains critical mass  
A happy mind in an active body
New tennis investment programme prioritises parks
Netball coaxes new players off the couch
Skills apps to focus on children?
THE CONSUMER – KEY TAKEAWAYS
COVID threat changing nature of demand for sport
Middle-aged participation spreads 
Outdoor fitness sports gain from COVID crisis 
In-home activity drives digital sport
Strong segmentation opportunities around appeal of sport 
Fun can beat commitment as players seek more sport
It’s who you know, not what you know... 
IMPACT OF COVID-19 ON CONSUMER BEHAVIOUR
Sports participants feel less threat to health...
Figure 21: Concern over the threat of COVID-19 to health and lifestyle, 10-17 September 2020
...but may still play it safe for now
Figure 22: Willingness to go to gyms, by age, 10-17 September 2020
Recession could deliver a blindside hit
Figure 23: Consumer sentiment towards personal finances in the year ahead, September 2020
SPORTS PARTICIPANTS
Older people still keen to get outside
Figure 24: Participation in sport (net), July 2017-August 2020
SPORTS PLAYED
Keep-fit focus switching to outdoors and wellness
Figure 25: Most popular individual/keep-fit sports, August 2020
Hiking participation rates continue to climb
Figure 26: Most popular outdoor/alternative sports, August 2020
Brands and venues can take basketball downtown
Figure 27: Most popular team/competitive sports, August 2020
Racquet-sport players reach outside the lines
Figure 28: Most popular racquet sports, August 2020
COVID-19 LOCKDOWN ACTIVITY
Younger players found staying active tough
Figure 29: Maintaining a healthy lifestyle during the COVID-19 restrictions, August 2020
In-home activity accelerating development of digital sport
Figure 30: Taking exercise during the COVID-19 restrictions, August 2020
Club players stayed connected
Figure 31: Experience of sport and exercise during the COVID-19 restrictions, August 2020
LOCKDOWN SENTIMENT
Social sport for the old, fitness for the young
Figure 32: Elements of sports participation missed most during the COVID-19 restrictions, August 2020
POST-PANDEMIC PARTICIPATION
Can players find room to act on expansionary intent?
Figure 33: Attitudes towards playing sport after the COVID-19 pandemic, August 2020
INCENTIVES TO PLAYING SPORT 
Peer power trumps all
Figure 34: Incentives to participation in sport, August 2020
These Girls Can
Figure 35: Interest in trying a new sport/fitness activity if a friend or family member also took part, by gender and age, August 2020
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

This report is supplied in accordance with Mintel's terms and conditions.  
© Mintel Group Ltd.