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Sport and Exercise for the Time-Pressed Consumer - UK - December 2009

This report examines consumer behaviour in the exercise and sport market, primarily in terms of participation levels, frequency, duration and attitudes. It identifies current trends and innovations, assesses how the market is changing and outlines future developments.

  • The weekend is the most popular time to workout, with almost 80% of those who exercise doing so on Saturdays or Sundays. A workout, typically, lasts about an hour.
  • Despite the convenience of lunchtime workouts, only a quarter of exercisers take advantage of this time slot. Slightly more popular is the pre-work window, with just over a third of exercisers getting up early to take some form of exercise. However, the majority of these workouts last for half an hour or less.
  • Highlighting the potential demand for short-format exercise and sport, 44% of adults say they don’t have the time to do the amount of exercise that they would like to. Motivation is another stumbling block with 53% often having to force themselves to exercise.
  • An increasing number of exercise options for time-pressed consumers are appearing, with the Wii Fit having revolutionised the in-home fitness market. For those preferring to exercise outdoors, free outdoor exercise equipment is being offered from the likes of the Great Outdoor Gym Company, while cyclists will be catered for by the forthcoming London citywide bike-sharing scheme and the government’s Cycle to Work Guarantee scheme.
  • Struggling with motivation is less of a problem for consumers who play team sports or those involving other people (eg tennis) than for those consumers who exercise alone. Women are much less likely than men to play these types of sport and more likely to have to ‘force themselves to exercise’. Increasing group participation amongst women is therefore a key challenge for the market.
  • While private health and fitness clubs have been hard hit by the recession, five-a-side football operators such as Powerleague and Goals have reported rising revenues. Providing affordable, short-format activities, these companies are succeeding in catering for the 12% of respondents play shorter versions of sports as they don’t have time to play a full game.

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • Fast track to work
              • Taking it to the office
                • Clean and trim
                • Market in Brief

                  • Market faring well
                    • Not only time...
                      • ...but money
                        • Wii does for the time-pressed
                          • Walking workout...
                            • ...but time and motivation are key barriers
                              • Reasons to get active
                                • Healthy living campaigns...
                                  • ...encourage positive trends
                                  • Internal Market Environment

                                    • Key points
                                      • Jog on
                                        • Figure 1: Trends on participation in sports regularly/occasionally, 2005-09
                                      • Earning interest
                                        • Figure 2: Trends on any interest in sports, 2005-09
                                      • In the club
                                        • Figure 3: Trends in sports club membership, 2005-09
                                      • Regular exercise on the up
                                        • Figure 4: Trends on how many days a week exercised, 2007 and 2009
                                      • Short and sweet
                                        • Figure 5: Trends on how long exercised, 2007 and 2009
                                      • Doing it in the home
                                        • Figure 6: Trends on ownership of sports equipment and cost, 2005-09
                                      • The majority are looking to improve their health and fitness
                                        • Figure 7: Trends on maintain or improve general health and fitness, 2005-09
                                      • Gym-goers show greatest motivation
                                        • Figure 8: Trends on how often do exercise, 2005-09
                                      • Games consoles offer the time-pressed a realistic exercise solution
                                        • Down but not out
                                          • Figure 9: UK private health and fitness clubs market size trends, 2004-14
                                        • Coverage of the beautiful game
                                          • Figure 10: Most televised sports on UK television, 2003-08
                                        • Running and cycling magazines on the up
                                          • Figure 11: Leading sports magazines, by average net circulation per issue, December 2008
                                      • Broader Market Environment

                                        • Key points
                                          • Consumers looking to save money may also save time
                                            • Figure 12: GDP, PDI, consumer expenditure and savings, at constant 2004 prices, 2004-14
                                          • Jobless but time-rich
                                            • Figure 13: UK unemployment rates (seasonally adjusted), 2004-09
                                          • Overall working hours down...
                                            • Figure 14: UK usual weekly working hours, by employment status, 1996-2008
                                          • ...but long-hours culture persists
                                            • Figure 15: Usual weekly hours of work, all in employment, 1998-2008*
                                          • How the present climate is affecting leisure
                                            • Figure 16: Impact of the recession on leisure activities, April 2009
                                          • Parent power
                                            • Figure 17: Trends in the age structure of the UK population, by gender, 2004-14
                                          • ABs continue to rise
                                            • Figure 18: Forecast adult population trends, by socio-economic group, 2004-14
                                          • The time-pressed third ager
                                            • Figure 19: Forecast adult population trends, by lifestage, 2004-14
                                          • Exercising the social
                                            • Figure 20: UK household sizes, 2004-14
                                          • Healthy living campaigns
                                          • Competitive Context

                                            • Key points
                                              • Hobbies and sport on the up but TV still reigns
                                                • Figure 21: Working hours and leisure time, 2005-09
                                              • Turn on, tune in and flop out
                                                • Figure 22: Participation in leisure activities, 2009
                                              • Spend levels on fitness activities enjoy year-on-year growth
                                                • Figure 23: Consumer expenditure on selected leisure goods and activities, 2003-08
                                            • Strengths and Weaknesses in the Market

                                                • Strengths
                                                  • Weaknesses
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Taking the gym outdoors
                                                        • It’s all on camera
                                                          • Two wheels, not four
                                                            • A different kind of TV
                                                              • Walk the walk, talk the talk
                                                                • Killing two birds...
                                                                  • A NewU
                                                                    • Get on your feet
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Market faring well
                                                                          • Figure 24: Consumer spending on sports equipment, sports clothing/footwear, health and fitness and participant sports, 2004-14
                                                                        • Swimming enjoyed by 13 million adults
                                                                          • Figure 25: Regular and occasional participation in most popular sports, 2005, 2007 and 2009
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Frequency splits exercise and sports
                                                                            • Figure 26: Participation in solo sports, 2005, 2007 and 2009
                                                                          • Football tops team sports
                                                                            • Figure 27: Participation in team sports, 2005, 2007 and 2009
                                                                        • Frequency of Exercise and Sport

                                                                          • Key points
                                                                            • Walking up a storm
                                                                              • Figure 28: Frequency of exercise, July 2009
                                                                            • Exercise for all?
                                                                              • Young guns love to dance
                                                                                • Work and children – barriers to more regular exercise
                                                                                  • Work then play
                                                                                    • Sporty across the board?
                                                                                      • Machine users more committed
                                                                                        • Weights and cardio machines go hand in hand
                                                                                          • Running before you can walk?
                                                                                            • Classy dancing
                                                                                            • Exercise and Sport – When and How Long For?

                                                                                              • Key points
                                                                                                • A half hour here, a half hour there
                                                                                                  • Figure 29: When people exercise and how long for, July 2009
                                                                                                • A lunchtime walk
                                                                                                  • Weights and cardio fit in around work patterns
                                                                                                    • Evening and weekend runners
                                                                                                      • Early morning dip for some
                                                                                                        • Park life
                                                                                                        • Where Do Consumers Exercise?

                                                                                                          • Key points
                                                                                                            • Home comforts
                                                                                                              • Figure 30: Where people exercise or play sports, July 2009
                                                                                                            • Location, location
                                                                                                              • Work hard, play hard
                                                                                                                • Fitness on a shoestring
                                                                                                                  • Private vs public
                                                                                                                  • Attitudes Towards Exercise and Sport

                                                                                                                    • Key points
                                                                                                                      • Excuses, excuses
                                                                                                                        • Figure 31: Attitudes towards exercise and sport, July 2009
                                                                                                                      • High-priority men
                                                                                                                        • On your bike
                                                                                                                          • Team sports help with motivation
                                                                                                                            • Don’t let sports players run out of steam
                                                                                                                            • Targeting Opportunities

                                                                                                                              • Key points
                                                                                                                                • How many sports?
                                                                                                                                  • Figure 32: Number of types of sport or exercise done regularly, July 2009
                                                                                                                                • Young, sporty and single
                                                                                                                                  • Getting off the treadmill
                                                                                                                                    • Exercise and sport target groups
                                                                                                                                      • Sporting Chance
                                                                                                                                        • Strugglers
                                                                                                                                          • Enthusiastic Exercisers
                                                                                                                                          • Appendix – Internal Market Environment

                                                                                                                                              • Figure 33: Trends on participation in sports regularly, 2005-09
                                                                                                                                              • Figure 34: Trends on participation in sports occasionally, 2005-09
                                                                                                                                              • Figure 35: Trends on sports read about in the papers, 2005-09
                                                                                                                                          • Appendix – Frequency of Exercise and Sport

                                                                                                                                              • Figure 36: Most popular forms of exercise done once a week or more, by demographics, July 2009
                                                                                                                                              • Figure 37: Next most popular forms of exercise done once a week or more, by demographics, July 2009
                                                                                                                                              • Figure 38: Other forms of exercise done once a week or more, by demographics, July 2009
                                                                                                                                              • Figure 39: Least popular forms of exercise done once a week or more, by demographics, July 2009
                                                                                                                                              • Figure 40: Most popular forms of exercise done at least once a month but less than once a week, by demographics, July 2009
                                                                                                                                              • Figure 41: Next most popular forms of exercise done at least once a month but less than once a week, by demographics, July 2009
                                                                                                                                              • Figure 42: Other forms of exercise done at least once a month but less than once a week, by demographics, July 2009
                                                                                                                                              • Figure 43: Least popular forms of exercise done at least once a month but less than once a week, by demographics, July 2009
                                                                                                                                              • Figure 44: Most popular forms of exercise done at least once in the last year, by demographics, July 2009
                                                                                                                                              • Figure 45: Next most popular forms of exercise done at least once in the last year, by demographics, July 2009
                                                                                                                                              • Figure 46: Other forms of exercise done at least once in the last year, by demographics, July 2009
                                                                                                                                              • Figure 47: Least popular forms of exercise done at least once in the last year, by demographics, July 2009
                                                                                                                                              • Figure 48: Those who do walking (specifically for fitness), by frequency, by other sports done, July 2009
                                                                                                                                              • Figure 49: Those who use cardiovascular machines, by frequency, by other sports done July 2009
                                                                                                                                              • Figure 50: Those who do weights, by frequency, by other sports done, July 2009
                                                                                                                                              • Figure 51: Those who do running, by frequency, by other sports done, July 2009
                                                                                                                                              • Figure 52: Those who do swimming, by frequency, by other sports done, July 2009
                                                                                                                                              • Figure 53: Those who do cycling/mountain biking, by frequency, by other sports done, July 2009
                                                                                                                                              • Figure 54: Those who play football, by frequency, by other sports done, July 2009
                                                                                                                                              • Figure 55: Those who dance, by frequency, by other sports done, July 2009
                                                                                                                                              • Figure 56: Those who do aerobics, by frequency, by other sports done, July 2009
                                                                                                                                              • Figure 57: Those who do yoga/Pilates, by frequency, by other sports done, July 2009
                                                                                                                                              • Figure 58: Those who play golf, by frequency, by other sports done, July 2009
                                                                                                                                              • Figure 59: Those who play tennis, by frequency, by other sports done, July 2009
                                                                                                                                              • Figure 60: Those who do boxing/martial arts, by frequency, by other sports done, July 2009
                                                                                                                                              • Figure 61: Those who play badminton, by frequency, by other sports done, July 2009
                                                                                                                                              • Figure 62: Those who play table tennis, by frequency, by other sports done, July 2009
                                                                                                                                              • Figure 63: Those who play squash, by frequency, by other sports done, July 2009
                                                                                                                                              • Figure 64: Those who play rugby, by frequency, by other sports done, July 2009
                                                                                                                                              • Figure 65: Those who play cricket, by frequency, by other sports done, July 2009
                                                                                                                                              • Figure 66: Those who play extreme sports, by frequency, by other sports done, July 2009
                                                                                                                                              • Figure 67: Those who play watersports, by frequency, by other sports done, July 2009
                                                                                                                                              • Figure 68: Those who do rollerskating/blading/ice skating, by frequency, by other sports done, July 2009
                                                                                                                                              • Figure 69: Those who do outdoor fitness group, by frequency, by other sports done, July 2009
                                                                                                                                              • Figure 70: Those who do other outdoor pursuits, by frequency, by other sports done, July 2009
                                                                                                                                              • Figure 71: Those who do other sport/exercise, by frequency, by other sports done, July 2009
                                                                                                                                          • Appendix – Exercise and Sport: When and for How Long?

                                                                                                                                              • Figure 72: When people exercise and how long for – those who do walking (specifically for fitness), July 2009
                                                                                                                                              • Figure 73: When people exercise and how long for – those who use cardiovascular machines (eg treadmill, cross-trainer etc), July 2009
                                                                                                                                              • Figure 74: When people exercise and how long for – those who do weights, July 2009
                                                                                                                                              • Figure 75: When people exercise and how long for – those who do running, July 2009
                                                                                                                                              • Figure 76: When people exercise and how long for – those who do swimming, July 2009
                                                                                                                                              • Figure 77: When people exercise and how long for – those who do cycling/mountain biking, July 2009
                                                                                                                                              • Figure 78: When people exercise and how long for – those who play football, July 2009
                                                                                                                                              • Figure 79: When people exercise and how long for – those who do dancing, July 2009
                                                                                                                                              • Figure 80: When people exercise and how long for – those who do aerobics, July 2009
                                                                                                                                              • Figure 81: When people exercise and how long for – those who do yoga/Pilates, July 2009
                                                                                                                                              • Figure 82: When people exercise and how long for – those who play golf, July 2009
                                                                                                                                              • Figure 83: When people exercise and how long for – those who play tennis, July 2009
                                                                                                                                              • Figure 84: When people exercise and how long for – those who do boxing/martial arts, July 2009
                                                                                                                                              • Figure 85: When people exercise and how long for – those who play badminton, July 2009
                                                                                                                                              • Figure 86: When people exercise and how long for – those who play table tennis, July 2009
                                                                                                                                              • Figure 87: When people exercise and how long for – those who play squash, July 2009
                                                                                                                                              • Figure 88: When people exercise and how long for – those who play rugby, July 2009
                                                                                                                                              • Figure 89: When people exercise and how long for – those who play cricket, July 2009
                                                                                                                                              • Figure 90: When people exercise and how long for – those who play extreme sports, July 2009
                                                                                                                                              • Figure 91: When people exercise and how long for – those who play watersports, July 2009
                                                                                                                                              • Figure 92: When people exercise and how long for – those who do rollerskating/blading/ice skating, July 2009
                                                                                                                                              • Figure 93: When people exercise and how long for – those who do outdoor fitness group, July 2009
                                                                                                                                              • Figure 94: When people exercise and how long for – those who do other outdoor pursuits, July 2009
                                                                                                                                              • Figure 95: When people exercise and how long for – those who do other sport/exercise, July 2009
                                                                                                                                          • Appendix – Where Do Consumers Exercise?

                                                                                                                                              • Figure 96: Where people exercise or play sports, by demographics, July 2009
                                                                                                                                              • Figure 97: Those who do exercise/sport regularly or occasionally, by venue, July 2009
                                                                                                                                              • Figure 98: When people exercise and how long for – those who exercise at a private health and fitness club, July 2009
                                                                                                                                              • Figure 99: When people exercise and how long for – those who exercise at a public/local authority leisure centre, July 2009
                                                                                                                                              • Figure 100: When people exercise and how long for – those who exercise at a sports club, July 2009
                                                                                                                                              • Figure 101: When people exercise and how long for – those who exercise generally outdoors, July 2009
                                                                                                                                              • Figure 102: When people exercise and how long for – those who exercise at home, July 2009
                                                                                                                                          • Appendix – Attitudes towards Exercise and Sport

                                                                                                                                              • Figure 103: Most popular attitudes towards exercise and sport, by demographics, July 2009
                                                                                                                                              • Figure 104: Next most popular attitudes towards exercise and sport, by demographics, July 2009
                                                                                                                                              • Figure 105: Other attitudes towards exercise and sport, by demographics, July 2009
                                                                                                                                              • Figure 106: Those who do walking (specifically for fitness), by frequency, by attitudes towards exercise, July 2009
                                                                                                                                              • Figure 107: Those who use cardiovascular machines (eg treadmill, cross-trainer etc), by frequency, by attitudes towards exercise, July 2009
                                                                                                                                              • Figure 108: Those who do weights by frequency, by attitudes towards exercise, July 2009
                                                                                                                                              • Figure 109: Those who do running, by frequency, by attitudes towards exercise, July 2009
                                                                                                                                              • Figure 110: Those who do swimming, by frequency, by attitudes towards exercise, July 2009
                                                                                                                                              • Figure 111: Those who do cycling/mountain biking, by frequency, by attitudes towards exercise, July 2009
                                                                                                                                              • Figure 112: Those who play football, by frequency, by attitudes towards exercise, July 2009
                                                                                                                                              • Figure 113: Those who do dancing, by frequency, by attitudes towards exercise, July 2009
                                                                                                                                              • Figure 114: Those who do aerobics, by frequency, by attitudes towards exercise, July 2009
                                                                                                                                              • Figure 115: Those who do yoga/Pilates, by frequency, by attitudes towards exercise, July 2009
                                                                                                                                              • Figure 116: Those who play golf, by frequency, by attitudes towards exercise, July 2009
                                                                                                                                              • Figure 117: Those who play tennis, by frequency, by attitudes towards exercise, July 2009
                                                                                                                                              • Figure 118: Those who do boxing/martial arts, by frequency, by attitudes towards exercise, July 2009
                                                                                                                                              • Figure 119: Those who play badminton, by frequency, by attitudes towards exercise, July 2009
                                                                                                                                              • Figure 120: Those who play table tennis, by frequency, by attitudes towards exercise, July 2009
                                                                                                                                              • Figure 121: Those who play squash, by frequency, by attitudes towards exercise, July 2009
                                                                                                                                              • Figure 122: Those who play rugby, by frequency, by attitudes towards exercise, July 2009
                                                                                                                                              • Figure 123: Those who play cricket, by frequency, by attitudes towards exercise, July 2009
                                                                                                                                              • Figure 124: Those who play extreme sports, by frequency, by attitudes towards exercise, July 2009
                                                                                                                                              • Figure 125: Those who play watersports, by frequency, by attitudes towards exercise, July 2009
                                                                                                                                              • Figure 126: Those who do rollerskating/blading/ice skating, by frequency, by attitudes towards exercise, July 2009
                                                                                                                                              • Figure 127: Those who do outdoor fitness group, by frequency, by attitudes towards exercise, July 2009
                                                                                                                                              • Figure 128: Those who do other outdoor pursuits, by frequency, by attitudes towards exercise, July 2009
                                                                                                                                              • Figure 129: Those who do other sports/exercise, by frequency, by attitudes towards exercise, July 2009
                                                                                                                                          • Appendix – Targeting Opportunities

                                                                                                                                              • Figure 130: Repertoire of forms of sport and exercise done regularly, by demographics, July 2009
                                                                                                                                              • Figure 131: Forms of exercise done regularly, by number of forms of exercise done regularly, July 2009
                                                                                                                                              • Figure 132: Attitudes towards exercise and sport, by target groups, July 2009
                                                                                                                                              • Figure 133: Any participation in sports, by target groups, July 2009
                                                                                                                                              • Figure 134: Target groups, by demographics, July 2009

                                                                                                                                          Companies Covered

                                                                                                                                          • AB Volvo
                                                                                                                                          • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                          • Asda Group Ltd
                                                                                                                                          • Audit Bureau of Circulations
                                                                                                                                          • British Market Research Bureau (BMRB)
                                                                                                                                          • British Phonographic Industry Ltd (The) [BPI]
                                                                                                                                          • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                          • British Video Association (BVA)
                                                                                                                                          • Co-operative Group
                                                                                                                                          • David Lloyd Leisure
                                                                                                                                          • Department of Health
                                                                                                                                          • Electronic Arts, Inc
                                                                                                                                          • ELSPA
                                                                                                                                          • Fitness First Plc
                                                                                                                                          • Fitness Industry Association
                                                                                                                                          • FourFourTwo
                                                                                                                                          • Freeview
                                                                                                                                          • Google UK
                                                                                                                                          • Government Actuary's Department (GAD)
                                                                                                                                          • J. Sainsbury
                                                                                                                                          • JJB Sports Plc
                                                                                                                                          • LA Fitness PLC
                                                                                                                                          • Lidl (UK)
                                                                                                                                          • Marks & Spencer
                                                                                                                                          • mmO2 plc
                                                                                                                                          • Nestlé UK Ltd
                                                                                                                                          • Netto Foodstores Ltd
                                                                                                                                          • Nintendo UK Entertainment Ltd
                                                                                                                                          • Office for National Statistics
                                                                                                                                          • Orange plc (UK)
                                                                                                                                          • Samsung Electronics (UK) Ltd
                                                                                                                                          • Serco Group plc
                                                                                                                                          • Sports Industry Research Centre
                                                                                                                                          • T-Mobile (UK) Ltd
                                                                                                                                          • Tesco Plc
                                                                                                                                          • The Society of London Theatre [SOLT]
                                                                                                                                          • Ubisoft
                                                                                                                                          • Virgin Active
                                                                                                                                          • Virgin Media Ltd
                                                                                                                                          • Virgin Mobile
                                                                                                                                          • Vodafone Group Plc (UK)
                                                                                                                                          • Waitrose
                                                                                                                                          • Wm Morrison Supermarkets

                                                                                                                                          Sport and Exercise for the Time-Pressed Consumer - UK - December 2009

                                                                                                                                          £1,995.00 (Excl.Tax)