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

Tenpin Bowling - UK - November 2011

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: The UK tenpin bowling market, 2006-16
Market factors
Figure 2: Trends in number of tenpin bowling sites in the UK, 2004-11
Companies, brands and innovation
Figure 3: UK tenpin bowling market shares, by number of sites, November 2011
The consumer
Figure 4: Tenpin bowling chains ever visited, August 2011
Figure 5: Frequency of tenpin bowling, August 2011
Figure 6: Number of games played on last visit, August 2011
Figure 7: Items bought/paid for on last tenpin bowling visit, August 2011
Figure 8: Factors which might encourage people to go tenpin bowling more often, August 2011
What we think
ISSUES IN THE MARKET
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
Trend: Make it Mine
Trend: Guiding Choice
INTERNAL MARKET ENVIRONMENT
Key points
Achieving work/life balance becomes harder
Figure 9: Working hours and leisure time, 2007-11
Site numbers hold steady despite tough trading environment
Figure 10: UK tenpin bowling centres, 2004-11
Driving footfall
Figure 11: Levels of car ownership among UK tenpin bowling-playing adults, 2007-11
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
Figure 14: Annual mileage of private cars, 1995/97-2010
Fuelling overhead cost rises
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
Figure 16: Existing retail or leisure developments in the UK, 2006-11
Weather is big influence on demand
Figure 17: UK average mean temperature, rainfall and sunshine hours, 2006-11
BROADER MARKET ENVIRONMENT
Key points
Economy casts cloud over leisure spending
Figure 18: GDP, PDI, consumer expenditure and savings, at constant 2011 prices, 2006-16
Figure 19: GDP quarterly percentage change, Q1 2006-Q2 2011
Figure 20: Trends in the level of consumer confidence, January 2008-October 2011
Youth unemployment a concern
Figure 21: Unemployment rate, by age group, June 2011-August 2011
Youth population set to shrink
Figure 22: Trends in the age structure of the UK population, 2006-16
Mid-market growth prospects?
Figure 23: Forecast adult population trends, by socio-economic group, 2006-16
Tendency to bowl increases with household size
Figure 24: UK households, by size, 2006-16
The digital generation
Figure 25: Electronic products/services have at home, 2009-11
Figure 26: Broadband penetration, by demographics, July 11
COMPETITIVE CONTEXT
Key points
A small area of consumer leisure spending
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?
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
Key points
Tough times for tenpin
Figure 28: The UK tenpin bowling market, 2006-16
Forecast
Figure 29: Value forecasts of UK tenpin bowling market, 2006-16
Forecast methodology
SEGMENT PERFORMANCE
Key points
Secondary spending takes a hit
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
Key points
Newly merged Original Bowling Company takes market leadership
Figure 31: Leading tenpin bowling operators, by number of sites and lanes, November 2011
COMPANIES AND PRODUCTS
All Star Leisure Group Ltd
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
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
Figure 36: Bowlplex Limited, key financial data, 2007-11
Essenden plc
Figure 37: Essenden plc, key financial data, 2006-10
Garland Leisure Ltd
NAMCO Operations Europe Ltd
Figure 38: NAMCO Operations Europe Limited, key financial data, 2007-10
Newbury Leisure Ltd
Figure 39: Newbury Leisure Limited, key financial data, 2006-10
The Original Bowling Company Ltd
Figure 40: 9524 Trading [formerly AMF Bowling (Traditional)], key financial data, 2006-09
BRAND COMMUNICATION AND PROMOTION
Key points
Original Bowling Company leads the way
Figure 41: Main media advertising expenditure of leading tenpin bowling operators, 2006-11
Radio is favoured medium
Figure 42: Main media advertising expenditure of leading tenpin bowling operators, by media type, 2006-10
Digital takes over
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
Figure 44: Facebook Likes and Twitter followers for tenpin bowling operators, November 2011
Industry co-operates to build business
WHERE HAVE PEOPLE BOWLED?
Key points
Over eight in ten adults have bowled
Figure 45: Tenpin bowling chains ever visited, August 2011
Tenpin bowler demographic characteristics
Hollywood Bowl and AMF Bowling brands have the most overlap
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?
Key points
Half of bowlers haven’t been in the past year
Figure 48: Frequency of tenpin bowling, August 2011
Characteristics of past year bowlers
Tenpin and Bowlplex particularly successful in encouraging multiple visits
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?
Key points
Two games per visit is most popular choice
Figure 51: Number of games played on last visit, August 2011
Heavier bowlers more likely to play more games
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…
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
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
Key points
Almost nine in ten spend on ancillary items
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?
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
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
Figure 58: Items bought/paid for when tenpin bowling, by frequency of tenpin bowling, August 2011
Tenpin and AMF excel with their food offer
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?
Key points
Discount day is big hit
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
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
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
Key points
Target groups dictated by discounts and deals
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
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
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…
Figure 68: Number of games played on last visit, by target groups, August 2011
…and to buy ancillary items
Figure 69: Items bought/paid for when tenpin bowling, by target groups, August 2011
APPENDIX – MARKET SIZE AND FORECAST
Figure 70: UK tenpin bowling market value forecast, best and worst case scenarios, 2011-16
APPENDIX – BRAND COMMUNICATION AND PROMOTION
Figure 71: Trends in numbers of unique visitors to the websites of leading tenpin bowling operators, September 2010-September 2011
APPENDIX – WHERE HAVE PEOPLE BOWLED?
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
APPENDIX – HOW OFTEN DO PEOPLE GO BOWLING?
Figure 74: Frequency of tenpin bowling, by demographics, August 2011
APPENDIX – HOW MANY GAMES DO PEOPLE PLAY?
Figure 75: Number of games played on last visit, by demographics, August 2011
APPENDIX – SECONDARY EXPENDITURE AT BOWLING CENTRES
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
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
Figure 80: Items bought/paid for when tenpin bowling, by other items bought/paid for when tenpin bowling, August 2011
APPENDIX – WHAT MIGHT ENCOURAGE PEOPLE TO GO MORE OFTEN?
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
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
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
Figure 87: Factors which might encourage people to go tenpin bowling more often, by frequency of tenpin bowling in past 12 months, August 2011
APPENDIX – TENPIN BOWLING TARGET GROUPS
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

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