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Dog and Horse Racing - UK - November 2009

  • In 2008, on-course spending at dog and horse racing tracks grew marginally to £302 million, from £298 million the previous year. This came despite declining attendances in both sports, with food, drink and hospitality operations having been the main growth drivers.
  • Although horse and dog racing attendances fell 5.5% and 19% respectively between 2004 and 2008, average attendances at horse racing’s National Hunt meetings actually rose by 3.3% over the period and dog racing operators believe the decline in attendances and track closures may be bottoming out.
  • Just over four in ten UK adults are current, lapsed or potential racegoers, giving horse and greyhound racing a potential audience of more than 20 million. However, current horse and greyhound racing spectators tend to watch one sport or the other; very rarely both.
  • Young people and families are the most put off by the cost of going racing – particularly horse racing. Under-25s and parents of under-5s are the most likely to agree that going horse racing “would be too expensive in the current economic climate”.
  • Women are actually more attracted to horseracing by the excitement and spectacle of the sport itself rather than its social side or any associations with glamour.
  • Four in ten consumers who have been dog racing agree that the social side of the experience is the most important thing – showing that efforts to reposition the sport in this way have been successful. However, one in five of these also say it’s a good part of a night out but wouldn’t stay there all night.

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • Racing ripe for success through small screens
              • Mintel Inspire
                • Opportunity
                  • Price promotions can draw smart shoppers upmarket
                    • Mintel Inspire
                      • Opportunity
                        • Men return to stats in sport
                          • Mintel Inspire
                            • Opportunity
                            • Market in Brief

                              • Horse power drives market to £300 million mark
                                • Secondary expenditure takes on primary role
                                  • Some light amidst attendance gloom
                                    • Recession could put permanent emphasis on value...
                                      • ... as concerns over costs outlive the downturn
                                        • Betting to continue its losing streak...
                                          • ... making funding shortfalls sharpen focus on racecourse revenues
                                            • TV to remain a valuable shop window
                                              • Greyhound racing ready for new welfare legislation
                                                • Does horse racing know what women really want?
                                                  • Dog tracks make converts – but not on a regular enough basis
                                                  • Internal Market Environment

                                                    • Key points
                                                      • Access to racing: Location to determine promotion?
                                                        • Horse racing: Big lessons from Great Leighs
                                                          • Figure 1: UK racecourse numbers, 2007-09
                                                        • Greyhound racing: Traps start to shut once more
                                                          • Figure 2: UK greyhound racecourse numbers, 2002-09
                                                        • Horse racing fixtures: Quality v quantity
                                                          • Figure 3: UK horse racing fixtures and races, 2004-08
                                                        • Greyhound racing fixtures: Spectators v bettors, spectators v trainers
                                                          • Figure 4: Licensed greyhound meetings and races, 2004-08
                                                        • Racecourse facilities: Recession to threaten diversification?
                                                          • Figure 5: Capital expenditure, by British racecourses, 2004-08
                                                          • Figure 6: BGRF grants for racecourse improvements, 2004-08
                                                        • Media coverage in decline
                                                          • Horseracing on TV: BBC abandons quantity for quality
                                                            • Figure 7: Television coverage of horse racing, by channel, 2004-08
                                                          • Greyhound racing on TV: Better for betting than attendance
                                                            • Figure 8: Television coverage of greyhound racing, by channel, 2004-08
                                                          • Newspapers: Declining or substituted?
                                                            • Figure 9: Racing Post circulation trends, 2006-08
                                                          • Raw materials: More horses, fewer dogs
                                                            • Figure 10: Horses in training, 2004-08
                                                            • Figure 11: Registered greyhound numbers, 2004-08
                                                          • Horse racing funding: Bookmakers refuse to blink
                                                            • Figure 12: Horserace Levy receipts, by source 2004-09
                                                            • Figure 13: Bookmakers’ voluntary contributions to British Greyhound Racing Fund, 2005-09
                                                        • Broader Market Environment

                                                          • Key points
                                                            • The recession: Value for money keeping volumes afloat
                                                              • Figure 14: GDP, PDI, consumer expenditure and savings, at current prices, 2004-14
                                                            • Demographic trends align with new and core markets
                                                              • Figure 15: Trends in the age structure of the UK population, by gender, 2004-14
                                                            • Web pulls punters away from the track
                                                              • Figure 16: British internet penetration at home/work/place of study or elsewhere, by gender, age, socio-economic group, region and working status, Apr 2002-Jul 2009
                                                              • Figure 17: Growth in UK mobile internet users 2008-09
                                                            • The weather: Predictability takes a rain check
                                                              • Figure 18: UK horse racing fixture abandonments, 2004-08
                                                          • Competitive Context

                                                            • Key points
                                                                • Figure 19: Interest in named sports/pastimes, 2005-09
                                                                • Figure 20: Sports/pastimes paid to watch at a venue, 2005-09
                                                                • Figure 21: Selected sports’ annual attendances, 2005 and 2008
                                                              • TV mix allows horse racing to offer something for everyone
                                                                • Figure 22: Sport on television, 2004-08
                                                                • Figure 23: Sports/pastimes watch on TV, 2005-09
                                                                • Figure 24: Trends in sports bet on, 2005-09
                                                                • Figure 25: Consumer expenditure on selected leisure activities, 2003-08
                                                            • Strengths and Weaknesses in the Market

                                                                • Strengths
                                                                  • Weaknesses
                                                                  • Who’s Innovating?

                                                                    • Key points
                                                                      • Racing as team sport
                                                                        • Sovereigns or Champions?
                                                                          • Free admission = freer spending
                                                                            • Widening betting pools off-course
                                                                              • A concerted effort
                                                                              • Market Size and Forecast

                                                                                • Key points
                                                                                  • Pace of spending growth starts to slow
                                                                                    • Figure 26: Consumer expenditure on dog and horse racing, on-course only, 2004-14
                                                                                  • Attendances still on the slide
                                                                                    • Horse racing: Evening fixtures cast long shadow
                                                                                      • Figure 27: Horse racing attendance, by type of fixture, 2004-08
                                                                                    • Greyhound racing: Optimists get ready for the upturn
                                                                                      • Figure 28: Licensed greyhound racing meeting attendances, 2004-08
                                                                                  • Segment Performance

                                                                                    • Key points
                                                                                      • Horse racing tucks in to secondary expenditure
                                                                                        • Figure 29: Horse racing spectators’ on-course raceday expenditure, by segment, 2004-08
                                                                                      • Greyhound racing: Catering for a new crowd pays off
                                                                                        • Figure 30: Greyhound racing spectators’ on-course raceday expenditure, by segment, 2004-08
                                                                                    • Brand Communication and Promotion

                                                                                      • Key points
                                                                                        • Marketing moves up the agenda
                                                                                          • Lowering spectators’ starting price
                                                                                            • An improving web presence
                                                                                              • Man v horse
                                                                                                • A schooling in racing
                                                                                                • Companies and Products

                                                                                                  • Key points
                                                                                                    • Company developments: Consolidation still the talking horse
                                                                                                      • Horse racing
                                                                                                        • Governing body
                                                                                                          • British Horseracing Authority (BHA)
                                                                                                            • Horserace Betting Levy Board
                                                                                                              • Major racecourse operators
                                                                                                                • Jockey Club Racecourses
                                                                                                                  • Figure 31: Jockey Club Racecourses, financial performance, 2004-08
                                                                                                                • Arena Leisure plc
                                                                                                                    • Figure 32: Arena Leisure, financial performance, 2004-08
                                                                                                                  • Northern Racing Ltd
                                                                                                                      • Figure 33: Financial performance of Northern Racing Ltd subsidiary companies, 2008
                                                                                                                    • Greyhound racing
                                                                                                                      • Governing body
                                                                                                                        • Greyhound Board of Great Britain
                                                                                                                          • British Greyhound Racing Fund
                                                                                                                            • Major greyhound stadia operators
                                                                                                                              • GRA Ltd
                                                                                                                                • Figure 34: GRA Ltd, financial performance, 2006-07
                                                                                                                              • Other operators
                                                                                                                              • Who Goes Racing?

                                                                                                                                • Key points
                                                                                                                                  • A potential audience of 20 million – but not for both sports
                                                                                                                                    • Figure 35: Watching horse and dog racing at a track, September 2009
                                                                                                                                  • ‘Try it, like it’ message should focus on women
                                                                                                                                    • Retiring racegoers leave gaps in the crowds
                                                                                                                                    • Attitudes Towards Horse Racing

                                                                                                                                      • Key points
                                                                                                                                        • Women respond to more than glamour and a hat
                                                                                                                                          • Figure 36: Attitudes towards horse racing, September 2009
                                                                                                                                        • The cost of racing: It’s not the economy, stupid
                                                                                                                                          • Britons back away from betting – especially at the track...
                                                                                                                                            • ... but the spectacle matters more when there’s money on it
                                                                                                                                              • Spectators fear cruelty, gamblers fear corruption
                                                                                                                                              • Attitudes Towards Greyhound Racing

                                                                                                                                                • Key points
                                                                                                                                                  • War on welfare still far from being won
                                                                                                                                                    • Figure 37: Attitudes towards dog racing, September 2009
                                                                                                                                                  • Dogs attracting social animals...
                                                                                                                                                    • ... whose interest now needs exercising regularly...
                                                                                                                                                      • ... but racing and betting fans tend not to linger
                                                                                                                                                        • Downmarket becomes good value in recession
                                                                                                                                                        • Targeting Opportunities

                                                                                                                                                          • Key points
                                                                                                                                                            • Figure 38: Dog and horse racing target groups, September 2009
                                                                                                                                                          • Refusers
                                                                                                                                                            • Horse prospects
                                                                                                                                                              • Disinterested
                                                                                                                                                                • Socialisers
                                                                                                                                                                  • Horsemen
                                                                                                                                                                  • Appendix – Broader Market Environment

                                                                                                                                                                      • Figure 39: GDP quarterly percentage change, 2004-09
                                                                                                                                                                      • Figure 40: Employment and unemployment, by gender, 2004-14
                                                                                                                                                                      • Figure 41: Forecast adult population trends, by lifestage, 2004-14
                                                                                                                                                                  • Appendix – Who Goes Racing?

                                                                                                                                                                      • Figure 42: Watching horse and dog racing at a track, by demographics, September 2009
                                                                                                                                                                      • Figure 43: Watching horse and dog racing at a track (groups), by demographics, September 2009
                                                                                                                                                                      • Figure 44: Watching horse and dog racing at a track, by watching horse and dog racing at a track, September 2009
                                                                                                                                                                      • Figure 45: Watching horse and dog racing at a track, by watching horse and dog racing at a track (groups), September 2009
                                                                                                                                                                  • Appendix – Attitudes Towards Horse Racing

                                                                                                                                                                      • Figure 46: Most popular attitudes towards horse racing, by demographics, September 2009
                                                                                                                                                                      • Figure 47: Next most popular attitudes towards horse racing, by demographics, September 2009
                                                                                                                                                                      • Figure 48: Attitudes towards horse racing, by watching horse and dog racing at a track, September 2009
                                                                                                                                                                      • Figure 49: Attitudes towards horse racing, by watching horse and dog racing at a track (groups), September 2009
                                                                                                                                                                      • Figure 50: Most popular attitudes towards horse racing, by attitudes towards horse racing, September 2009
                                                                                                                                                                      • Figure 51: Next most popular attitudes towards horse racing, by attitudes towards horse racing, September 2009
                                                                                                                                                                  • Appendix – Attitudes Towards Greyhound Racing

                                                                                                                                                                      • Figure 52: Most popular attitudes towards dog racing, by demographics, September 2009
                                                                                                                                                                      • Figure 53: Next most popular attitudes towards dog racing, by demographics, September 2009
                                                                                                                                                                      • Figure 54: Attitudes towards dog racing, by watching horse and dog racing at a track, September 2009
                                                                                                                                                                      • Figure 55: Attitudes towards dog racing, by watching horse and dog racing at a track (groups), September 2009
                                                                                                                                                                      • Figure 56: Most popular attitudes towards dog racing, by attitudes towards dog racing, September 2009
                                                                                                                                                                      • Figure 57: Next most popular attitudes towards dog racing, by attitudes towards dog racing, September 2009
                                                                                                                                                                      • Figure 58: Most popular attitudes towards dog racing, by attitudes towards horse racing, September 2009
                                                                                                                                                                      • Figure 59: Next most popular attitudes towards dog racing, by attitudes towards horse racing, September 2009
                                                                                                                                                                  • Appendix –Targeting Opportunities

                                                                                                                                                                      • Figure 60: Target groups, by demographics, September 2009
                                                                                                                                                                      • Figure 61: Target groups, by watching horse and dog racing at a track, September 2009
                                                                                                                                                                      • Figure 62: Target groups, by watching horse and dog racing at a track (groups), September 2009
                                                                                                                                                                      • Figure 63: Attitudes towards horse racing, by target groups, September 2009
                                                                                                                                                                      • Figure 64: Attitudes towards dog racing, by target groups, September 2009

                                                                                                                                                                  Companies Covered

                                                                                                                                                                  • Asda Group Ltd
                                                                                                                                                                  • Association of British Bookmakers Ltd (ABB)
                                                                                                                                                                  • Audit Bureau of Circulations
                                                                                                                                                                  • British Greyhound Racing Board
                                                                                                                                                                  • British Greyhound Racing Fund
                                                                                                                                                                  • British Horseracing Authority
                                                                                                                                                                  • British Horseracing Board
                                                                                                                                                                  • British Market Research Bureau (BMRB)
                                                                                                                                                                  • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                  • Co-operative Group
                                                                                                                                                                  • Competition Commission
                                                                                                                                                                  • Gambling Commission
                                                                                                                                                                  • Government Actuary's Department (GAD)
                                                                                                                                                                  • J. Sainsbury
                                                                                                                                                                  • Jockey Club
                                                                                                                                                                  • Ladbrokes Ltd
                                                                                                                                                                  • Marks & Spencer
                                                                                                                                                                  • National Greyhound Racing Club
                                                                                                                                                                  • Northern Racing Limited
                                                                                                                                                                  • Office for National Statistics
                                                                                                                                                                  • Racecourse Association
                                                                                                                                                                  • Somerfield
                                                                                                                                                                  • Tesco Plc
                                                                                                                                                                  • Waitrose
                                                                                                                                                                  • Wm Morrison Supermarkets

                                                                                                                                                                  Dog and Horse Racing - UK - November 2009

                                                                                                                                                                  US $2,648.76 (Excl.Tax)