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Sport and Exercise - Ten Year Trends - UK - July 2010

  • More than 30 million adults now take part in sport and exercise at least monthly, a 15% increase on 2000 levels – but fewer than a third of these do so at the recommended level of three times a week or more often.
  • Spending on sports participation, clothing and equipment is estimated to have risen by nearly 50% over the last ten years, to be nearing £10 billion in 2010. Growth rates are likely to be reduced over the next five years as the government’s austerity programme impacts on both public supply and consumer demand.
  • Jogging, cycling and hiking have all gained share on long-time leaders swimming and aerobics – suggesting consumers are looking for cheaper and more stimulating participation environments. The former require payment to play whereas the only outlay required for the latter is on equipment – also suggesting demand for free play is on the rise.
  • The male bias in exercising more than once a week that existed in 2000 has been eroded, suggesting women have been quicker to take the frequent exercise message on board. Private gyms are being sustained by female participants, who have become far more willing to swap public centres for parks, which are also attracting an increasingly affluent demographic.
  • Having a friend or family member to start a sport with is the second most likely factor to motivate consumers to try something new, and is a more important factor for women than it is for men.
  • Charity events have an above average influence on 25-44-year-olds in terms of motivations for trying a sport – consumers in this age group are often returning to exercise after a period of inactivity, and need a kick-start.

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • Free thinkers wanted
              • Access + awareness = activity
                • Finish your chores and come out to play
                  • Connecting the disconnected
                  • Market in Brief

                    • Ten-year trends: A shift from sport to exercise
                      • The freedom of the great outdoors
                        • Acknowledging the need to exercise
                          • The importance of the fun factor
                            • Not hitting the targets
                              • Familiar barriers as formidable as ever
                                • The 2012 opportunity: Gold or tin?
                                  • A decade ago, a technological century away
                                    • Occasional participation a safety net for the lapsed
                                      • Three types of sport breed three levels of play
                                      • Internal Market Environment

                                        • Key points
                                          • Spectators seek ‘sport’, participants prefer exercise
                                            • Figure 1: Interest in individual sports, 1999 and 2009
                                          • TV slow to inspire a swapping of couches for coaches
                                            • Figure 2: Television sports coverage, 1999-2009
                                          • Magazines reach to the converted
                                            • Figure 3: Sports magazine circulations, 1999-2009
                                          • Health news good for sport
                                            • More participants get into gear
                                              • Figure 4: Ownership of sports equipment, 1999 and 2009
                                            • Quality beats quantity in sustaining participation
                                              • Figure 5: Multi-sport facility numbers, 1999-2009
                                            • More model participants
                                              • Figure 6: Levels of physical activity among UK adults, by gender, 1998-2008
                                            • The growing obesity problem
                                              • Figure 7: Body Mass Index (BMI), by gender, 1998-2008
                                            • Learning from schoolchildren
                                              • Figure 8: Levels of physical activity among children, by gender, 2002 and 2007
                                            • Bad attitude among teenagers
                                              • Figure 9: Incidence of obesity and being overweight among children, by age, 1998-2008
                                            • Health promotion can deliver exercise on a plate
                                              • Government support for sport – but no special case
                                                • Can participation schemes retain the initiative?
                                                  • Figure 10: Number of free swims, by region, of over-60s and under-16s, 2009*
                                                • The Olympic legacy: Carrying a torch or lighting a fuse?
                                                • Broader Market Environment

                                                  • Key points
                                                    • Essential exercise to counter discretionary decline
                                                      • Figure 11: GDP, PDI, consumer expenditure and savings, at constant 2005 prices, 2005-15
                                                    • The rise of the grey tracksuit
                                                      • Figure 12: Trends in the age structure of the UK population, by gender, 2005-15
                                                    • Get up(scale) and go
                                                      • Figure 13: Forecast adult population trends, by socio-economic group, 2005-15
                                                    • Doubles partners for singles
                                                      • Figure 14: UK households, by size, 2005-15
                                                    • Unemployed get fit for work
                                                      • Figure 15: Unemployment (seasonally adjusted), 1999-2009
                                                    • Against the clock
                                                      • Figure 16: Average weekly working hours in main and second job (seasonally adjusted), 1999-2009
                                                      • Figure 17: Usual weekly working hours (seasonally adjusted), 1999-2009
                                                    • A whole new world of technology
                                                      • Figure 18: Internet penetration, by gender, age, socio-economic group and working status, 1999-2009
                                                  • Competitive Context

                                                    • Key points
                                                      • Sport and exercise on the leisure market podium
                                                        • Figure 19: Consumer expenditure in selected leisure markets, 2005-10
                                                      • Rival providers ending up on the same team
                                                        • What price our fitness?
                                                        • Strengths and Weaknesses in the Market

                                                            • Strengths
                                                              • Increasing health awareness
                                                                • Free facilities
                                                                  • Strong third sector
                                                                    • The Olympic torch
                                                                      • A rolling start
                                                                        • Weaknesses
                                                                          • ‘Health chore’ status
                                                                            • Persistent barriers to access
                                                                              • Funding cuts
                                                                                • The Olympic fuse
                                                                                  • Playing with half a team
                                                                                  • Who’s Innovating?

                                                                                    • Key points
                                                                                      • Plotting new routes into participation
                                                                                        • Free play offer on the table
                                                                                          • Elite facilities for the masses
                                                                                          • Market Size, Segmentation and Forecast

                                                                                            • Key points
                                                                                              • Plenty of exercisers – but not enough frequent ones
                                                                                                • Figure 20: Participation in sport and exercise, 2000-10
                                                                                              • Slimmed-down spending to keep the pounds off?
                                                                                                • Figure 21: Consumer expenditure on sport and exercise, 2000-10
                                                                                            • Which Sports Do We Play Regularly?

                                                                                              • Key points
                                                                                                • Exercise needs to be more than a chore
                                                                                                  • Figure 22: Sports taken part in regularly over the past 12 months, March 2000 and March 2010
                                                                                                • Women play it safe
                                                                                                  • Cyclists v joggers: Class war?
                                                                                                    • Hike in interest rates only for the rich
                                                                                                      • Sportsmen and women suspicious of outsiders
                                                                                                      • Which Sports Do We Play Occasionally?

                                                                                                        • Key points
                                                                                                          • Cyclists becoming more engaged?
                                                                                                            • Figure 23: Sports taken part in occasionally over the last three years, March 2000 and March 2010
                                                                                                          • Women level the scores
                                                                                                            • A pitstop for the pressured
                                                                                                              • Sport still not for all pockets
                                                                                                                • Multi-sports specialists keep the most open minds
                                                                                                                • Which Sports Might We Play in Future?

                                                                                                                  • Key points
                                                                                                                    • The three As: Access, awareness and aspiration
                                                                                                                      • Figure 24: Sports not taken part in over the last three years, but might be interested in, March 2010
                                                                                                                    • Less affluent locked out of play
                                                                                                                      • Fish where the fish are
                                                                                                                      • How Often Do We Play Sport or Exercise?

                                                                                                                        • Key points
                                                                                                                          • Health education gets three-sessions-a-week message across
                                                                                                                            • Figure 25: Frequency of participating in sport or exercise, March 2000 and March 2010
                                                                                                                          • More women join the leading bunch
                                                                                                                            • The old seek health, the young want fun
                                                                                                                              • Frequent exercising goes upmarket
                                                                                                                                • Asda Mums selected as key influencers
                                                                                                                                  • Building exercise programmes from across the board
                                                                                                                                    • Frequent exercisers happy to shop around
                                                                                                                                    • Where Do We Play and Exercise?

                                                                                                                                      • Key points
                                                                                                                                        • Defectors become running, walking, cycling billboards
                                                                                                                                          • Figure 26: Locations for sports participation in the last 12 months, March 2000 and March 2010
                                                                                                                                        • Women cling to gyms – but start bringing parks into play
                                                                                                                                          • Tech lovers go back to basics
                                                                                                                                            • Professional amateurs and natural novices
                                                                                                                                              • Schools and clubs can team up with public sector
                                                                                                                                                • Recruitment bus stops at parks and clubs
                                                                                                                                                • Attitudes Towards Health and Exercise

                                                                                                                                                  • Key points
                                                                                                                                                    • Excuse culture puts potential exercisers at risk
                                                                                                                                                      • Figure 27: Attitude towards healthy eating and exercise, March 2000 and March 2010
                                                                                                                                                    • Men more complacent than women
                                                                                                                                                      • Motivated by our own mortality
                                                                                                                                                        • Are we being over-critical?
                                                                                                                                                          • Exercise becomes more egalitarian
                                                                                                                                                          • Why Do We Exercise And Take Part in Sport?

                                                                                                                                                            • Key points
                                                                                                                                                              • Health-conscious make time for sport and exercise
                                                                                                                                                                • Figure 28: Motivations for taking up a sport, March 2010
                                                                                                                                                              • Sport and social
                                                                                                                                                                • Women in training for their big events
                                                                                                                                                                  • Still playing for love, not money
                                                                                                                                                                    • Consumers detached from entertainment sport
                                                                                                                                                                      • Regular running and rugby hold broadest appeal
                                                                                                                                                                        • Unrealistic ambitions?
                                                                                                                                                                          • Those who talk most act least
                                                                                                                                                                          • How Many New Sports Might We Play?

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Setting the bar low
                                                                                                                                                                                • Figure 29: Number of sports not taken part in over the last three years, but might be interested in, March 2010
                                                                                                                                                                              • The power of knowledge
                                                                                                                                                                                • An opportunity to include the excluded
                                                                                                                                                                                • Appendix – Broader Market Environment

                                                                                                                                                                                    • Figure 30: GfK NOP consumer confidence index, 1988-2010
                                                                                                                                                                                    • Figure 31: Forecast adult population trends, by lifestage, 2005-15
                                                                                                                                                                                • Appendix – Which Sports Do We Play Regularly?

                                                                                                                                                                                  • Regular participation in 2010
                                                                                                                                                                                    • Figure 32: Most popular sports taken part in regularly over the past 12 months, by demographics, March 2010
                                                                                                                                                                                    • Figure 33: Next most popular sports taken part in regularly over the past 12 months, by demographics, March 2010
                                                                                                                                                                                  • Regular participation in 2000
                                                                                                                                                                                    • Figure 34: Most popular sports taken part in regularly over the past 12 months, by demographics, March 2000
                                                                                                                                                                                    • Figure 35: Next most popular sports taken part in regularly over the past 12 months, by demographics, March 2000
                                                                                                                                                                                    • Figure 36: Other sports taken part in regularly over the past 12 months, by demographics, March 2000
                                                                                                                                                                                    • Figure 37: Sports taken part in regularly over the past 12 months, by most popular sports taken part in regularly over the past 12 months, March 2010
                                                                                                                                                                                    • Figure 38: Sports taken part in regularly over the past 12 months, by next most popular sports taken part in regularly over the past 12 months, March 2010
                                                                                                                                                                                    • Figure 39: Sports taken part in regularly over the past 12 months, by other sports taken part in regularly over the past 12 months, March 2010
                                                                                                                                                                                • Appendix – Which Sports Do We Play Occasionally?

                                                                                                                                                                                  • Occasional participation in 2010
                                                                                                                                                                                    • Figure 40: Most popular sports taken part in occasionally over the past three years, by demographics, March 2010
                                                                                                                                                                                    • Figure 41: Next most popular sports taken part in occasionally over the past three years, by demographics, March 2010
                                                                                                                                                                                    • Figure 42: Other sports taken part in occasionally over the past three years, by demographics, March 2010
                                                                                                                                                                                  • Occasional participation in 2000
                                                                                                                                                                                    • Figure 43: Most popular sports taken part in occasionally over the past three years, by demographics, March 2000
                                                                                                                                                                                    • Figure 44: Next most popular sports taken part in occasionally over the past three years, by demographics, March 2000
                                                                                                                                                                                    • Figure 45: Other sports taken part in occasionally over the past three years, by demographics, March 2000
                                                                                                                                                                                    • Figure 46: Least popular sports taken part in occasionally over the past three years, by demographics, March 2000
                                                                                                                                                                                    • Figure 47: Sports taken part in occasionally over the past three years, by most popular sports taken part in occasionally over the past three years, March 2010
                                                                                                                                                                                    • Figure 48: Sports taken part in occasionally over the past three years, by next most popular sports taken part in occasionally over the past three years, March 2010
                                                                                                                                                                                    • Figure 49: Sports taken part in occasionally over the past three years, by other sports taken part in occasionally over the past three years, March 2010
                                                                                                                                                                                    • Figure 50: Sports taken part in occasionally over the past three years, by most popular sports taken part in regularly over the past 12 months, March 2010
                                                                                                                                                                                    • Figure 51: Sports taken part in occasionally over the past three years, by next most popular sports taken part in regularly over the past 12 months, March 2010
                                                                                                                                                                                    • Figure 52: Sports taken part in occasionally over the past three years, by other sports taken part in regularly over the past 12 months, March 2010
                                                                                                                                                                                • Appendix – Which Sports Might We Play in Future?

                                                                                                                                                                                    • Figure 53: Most popular sports not taken part in over the last three years, but might be interested in, by demographics, March 2010
                                                                                                                                                                                    • Figure 54: Next most popular sports not taken part in over the last three years, but might be interested in, by demographics, March 2010
                                                                                                                                                                                    • Figure 55: Other sports not taken part in over the last three years, but might be interested in, by demographics, March 2010
                                                                                                                                                                                    • Figure 56: Sports not taken part in over the last three years, but might be interested in, by most popular sports not taken part in over the last three years, but might be interested in, March 2010
                                                                                                                                                                                    • Figure 57: Sports not taken part in over the last three years, but might be interested in, by next most popular sports not taken part in over the last three years, but might be interested in, March 2010
                                                                                                                                                                                    • Figure 58: Sports not taken part in over the last three years, but might be interested in, by other sports not taken part in over the last three years, but might be interested in, March 2010
                                                                                                                                                                                    • Figure 59: Sports not taken part in over the last three years, but might be interested in, by most popular sports taken part in regularly over the past 12 months, March 2010
                                                                                                                                                                                    • Figure 60: Sports not taken part in over the last three years, but might be interested in, by next most popular sports taken part in regularly over the past 12 months, March 2010
                                                                                                                                                                                    • Figure 61: Sports not taken part in over the last three years, but might be interested in, by other sports taken part in regularly over the past 12 months, March 2010
                                                                                                                                                                                    • Figure 62: Sports not taken part in over the last three years, but might be interested in, by most popular sports taken part in occasionally over the last three years, March 2010
                                                                                                                                                                                    • Figure 63: Sports not taken part in over the last three years, but might be interested in, by next most popular sports taken part in occasionally over the last three years, March 2010
                                                                                                                                                                                    • Figure 64: Sports not taken part in over the last three years, but might be interested in, by other sports taken part in occasionally over the past three years, March 2010
                                                                                                                                                                                • Appendix – How Often Do We Play Sport or Exercise?

                                                                                                                                                                                  • Frequency of participation in 2010
                                                                                                                                                                                    • Figure 65: Frequency of participating in sport or exercise, by demographics, March 2010
                                                                                                                                                                                  • Frequency of participation in 2000
                                                                                                                                                                                    • Figure 66: Frequency of participating in sport or exercise, by demographics, March 2000
                                                                                                                                                                                    • Figure 67: Sports taken part in regularly over the past 12 months, by frequency of participating in sport or exercise, March 2010
                                                                                                                                                                                    • Figure 68: Sports taken part in occasionally over the last three years, by frequency of participating in sport or exercise, March 2010
                                                                                                                                                                                    • Figure 69: Sports not taken part in over the last three years, but might be interested in, by frequency of participating in sport or exercise, March 2010
                                                                                                                                                                                • Appendix – Where Do We Play and Exercise?

                                                                                                                                                                                  • Participation locations in 2010
                                                                                                                                                                                    • Figure 70: Locations for sports participation in the last 12 months, by demographics, March 2010
                                                                                                                                                                                  • Participation locations in 2000
                                                                                                                                                                                    • Figure 71: Locations for sports participation in the last 12 months, by demographics, March 2000
                                                                                                                                                                                    • Figure 72: Sports taken part in regularly over the past 12 months, by most popular locations for sports participation in the last 12 months, March 2010
                                                                                                                                                                                    • Figure 73: Sports taken part in regularly over the past 12 months, by next most popular locations for sports participation in the last 12 months, March 2010
                                                                                                                                                                                    • Figure 74: Sports taken part in occasionally over the last three years, by most popular locations for sports participation in the last 12 months, March 2010
                                                                                                                                                                                    • Figure 75: Sports taken part in occasionally over the last three years, by next most popular locations for sports participation in the last 12 months, March 2010
                                                                                                                                                                                    • Figure 76: Sports not taken part in over the last three years, but might be interested in, by most popular locations for sports participation in the last 12 months, March 2010
                                                                                                                                                                                    • Figure 77: Sports not taken part in over the last three years, but might be interested in, by next most popular locations for sports participation in the last 12 months, March 2010
                                                                                                                                                                                    • Figure 78: Locations for sports participation in the last 12 months, by frequency of participating in sport or exercise, March 2010
                                                                                                                                                                                    • Figure 79: Locations for sports participation in the last 12 months, by most popular locations for sports participation in the last 12 months, March 2010
                                                                                                                                                                                    • Figure 80: Locations for sports participation in the last 12 months, by next most popular locations for sports participation in the last 12 months, March 2010
                                                                                                                                                                                • Appendix – Attitudes Towards Health and Exercise?

                                                                                                                                                                                  • Attitudes towards health and exercise in 2010
                                                                                                                                                                                    • Figure 81: Attitudes towards healthy eating and exercise, by demographics, March 2010
                                                                                                                                                                                  • Attitudes towards health and exercise in 2000
                                                                                                                                                                                    • Figure 82: Attitudes towards healthy eating and exercise, by demographics, March 2000
                                                                                                                                                                                    • Figure 83: Sports taken part in regularly over the past 12 months, by attitudes towards healthy eating and exercise, March 2010
                                                                                                                                                                                    • Figure 84: Sports taken part in occasionally over the last three years, by attitudes towards healthy eating and exercise, March 2010
                                                                                                                                                                                    • Figure 85: Sports not taken part in over the last three years, but might be interested in, by attitudes towards healthy eating and exercise, March 2010
                                                                                                                                                                                    • Figure 86: Frequency of participating in sport or exercise, by attitudes towards healthy eating and exercise, March 2010
                                                                                                                                                                                    • Figure 87: Locations for sports participation in the last 12 months, by attitudes towards healthy eating and exercise, March 2010
                                                                                                                                                                                • Appendix – Why Do We Exercise and Take Part in Sport?

                                                                                                                                                                                    • Figure 88: Most popular motivations for taking up a sport, by demographics, March 2010
                                                                                                                                                                                    • Figure 89: Next most popular motivations for taking up a sport, by demographics, March 2010
                                                                                                                                                                                    • Figure 90: Other motivations for taking up a sport, by demographics, March 2010
                                                                                                                                                                                    • Figure 91: Least popular motivations for taking up a sport, by demographics, March 2010
                                                                                                                                                                                    • Figure 92: Sports taken part in regularly over the past 12 months, by most popular motivations for taking up a sport, March 2010
                                                                                                                                                                                    • Figure 93: Sports taken part in regularly over the past 12 months, by next most popular motivations for taking up a sport, March 2010
                                                                                                                                                                                    • Figure 94: Sports taken part in regularly over the past 12 months, by other motivations for taking up a sport, March 2010
                                                                                                                                                                                    • Figure 95: Sports taken part in regularly over the past 12 months, by least popular motivations for taking up a sport, March 2010
                                                                                                                                                                                    • Figure 96: Sports taken part in occasionally over the last three years, by most popular motivations for taking up a sport, March 2010
                                                                                                                                                                                    • Figure 97: Sports taken part in occasionally over the last three years, by next most popular motivations for taking up a sport, March 2010
                                                                                                                                                                                    • Figure 98: Sports taken part in occasionally over the last three years, by other motivations for taking up a sport, March 2010
                                                                                                                                                                                    • Figure 99: Sports taken part in occasionally over the last three years, by least popular motivations for taking up a sport, March 2010
                                                                                                                                                                                    • Figure 100: Sports not taken part in over the last three years, but might be interested in, by most popular motivations for taking up a sport, March 2010
                                                                                                                                                                                    • Figure 101: Sports not taken part in over the last three years, but might be interested in, by next most popular motivations for taking up a sport, March 2010
                                                                                                                                                                                    • Figure 102: Sports not taken part in over the last three years, but might be interested in, by other motivations for taking up a sport, March 2010
                                                                                                                                                                                    • Figure 103: Sports not taken part in over the last three years, but might be interested in, by least popular motivations for taking up a sport, March 2010
                                                                                                                                                                                    • Figure 104: Motivations for taking up a sport, by frequency of participating in sport or exercise, March 2010
                                                                                                                                                                                    • Figure 105: Locations for sports participation in the last 12 months, by most popular motivations for taking up a sport, March 2010
                                                                                                                                                                                    • Figure 106: Locations for sports participation in the last 12 months, by next most popular motivations for taking up a sport, March 2010
                                                                                                                                                                                    • Figure 107: Locations for sports participation in the last 12 months, by other motivations for taking up a sport, March 2010
                                                                                                                                                                                    • Figure 108: Motivations for taking up a sport, by attitudes towards healthy eating and exercise, March 2010
                                                                                                                                                                                    • Figure 109: Motivations for taking up a sport, by most popular motivations for taking up a sport, March 2010
                                                                                                                                                                                    • Figure 110: Motivations for taking up a sport, by next most popular motivations for taking up a sport, March 2010
                                                                                                                                                                                    • Figure 111: Motivations for taking up a sport, by other motivations for taking up a sport, March 2010
                                                                                                                                                                                    • Figure 112: Motivations for taking up a sport, by least popular motivations for taking up a sport, March 2010
                                                                                                                                                                                • Appendix – How Many New Sports Might We Play?

                                                                                                                                                                                    • Figure 113: Number of sports not taken part in over the last three years, but might be interested in, by demographics, March 2010
                                                                                                                                                                                    • Figure 114: Sports taken part in regularly over the past 12 months, by number of sports not taken part in over the last three years, but might be interested in, March 2010
                                                                                                                                                                                    • Figure 115: Sports taken part in occasionally over the last three years, by number of sports not taken part in over the last three years, but might be interested in, March 2010
                                                                                                                                                                                    • Figure 116: Sports not taken part in over the last three years, but might be interested in, by number of sports not taken part in over the last three years, but might be interested in, March 2010
                                                                                                                                                                                    • Figure 117: Number of sports not taken part in over the last three years, but might be interested in, by frequency of participating in sport or exercise, March 2010
                                                                                                                                                                                    • Figure 118: Locations for sports participation in the last 12 months, by number of sports not taken part in over the last three years, but might be interested in, March 2010
                                                                                                                                                                                    • Figure 119: Number of sports not taken part in over the last three years, but might be interested in, by attitudes towards healthy eating and exercise, March 2010
                                                                                                                                                                                    • Figure 120: Motivations for taking up a sport, by number of sports not taken part in over the last three years, but might be interested in, March 2010

                                                                                                                                                                                Sport and Exercise - Ten Year Trends - UK - July 2010

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