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Sport and Fitness - Ireland - June 2011

Sports and fitness is becoming an integral part of consumers’ lives, with seven in ten RoI and over half of NI consumers engaging in sport or exercise every week (TGI, 2010). The levels of participation in sports and fitness have been growing over the past five years driven by health concerns (particularly among children) and also a need for escapism during the working week.

However, outside of consumers’ weekly routines, sports and leisure activities are also an important part of the holiday experience. This report explores consumers’ general sports and fitness activities and examines what this means for the sports and leisure segments of the tourism market.

Key themes of the report include:

  • What is driving participation in sports and fitness? – What role does the trend towards being healthy drive sports participation? How do government and sports association initiatives factor into driving participation?
  • How have sports performed as a segment of the tourism market? – To what degree can sport and sports events be used to draw visitors (both overseas and domestic) to Ireland?
  • What do consumers look for when on holiday in terms of sports? – What type of sports draw visitors to Ireland? Is there scope for niche activities to attract more visitors?
  • How do sports perform relative to other more sedentary leisure activities? – What are the main competitors for Irish consumers’ leisure time?
  • What opportunities exist for Irish sports tourism outside or participation (eg spectator sports)? – What types of events have attracted visitors in the past? What are the ideal methods of attracting visitors to events?

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Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definition
          • Abbreviations
          • Insights and Opportunities

            • Economic hardships encourage unhealthy eating activities
              • Using social networks to promote more team-sport
                • Promoting cleaner beaches and marinas might encourage more watersports
                • Market in Brief

                  • Sports and fitness rising in importance
                    • Fitness activities top games
                      • Investment in facilities pays dividends
                        • TV viewing presents threats and opportunity
                          • Irish consumers seek adventure on holiday
                          • Fast Forward Trends

                              • Trend 1: Hyper-Parenting
                                • What’s it about?
                                  • What we’ve seen
                                    • What next?
                                      • Trend 2: Slow It All Down
                                        • What’s it about?
                                          • What we’ve seen
                                            • What next?
                                            • Internal Market Environment

                                              • Key points
                                                • Irish population becoming more active
                                                  • Figure 1: Agreement with the statement ‘I do some form of sport or exercise at least once a week’, RoI and NI, 2006-10
                                                • Consumers driven by health campaigns...
                                                  • ...and a self-conscious society
                                                    • Figure 2: Agreement with selected statements about health and appearance, RoI and NI, 2010
                                                  • Younger consumers look to overseas holidays
                                                    • Figure 3: Consumers’ plans to take a holiday over the next 12 months, RoI and NI, 2011
                                                    • Figure 4: Consumers’ plans to take a holiday abroad over the next 12 months, by age, RoI and NI, 2011
                                                  • Sporting events create significant economic impact
                                                    • Redeveloped facilities create tourism potential
                                                      • International Potential for Domestic Games
                                                        • Figure 5: Number of overseas GAA clubs, 2011
                                                      • Trend reflected in Australian Rules Football
                                                        • Sports heritage tourism still in its infancy
                                                          • Figure 6: Visitor numbers to The GAA Museum & Croke Park Stadium Tour, 2006-10
                                                      • Broader Market Environment

                                                        • Key points
                                                          • Economic conditions continue to be challenging
                                                            • Figure 7: Economic outlook, RoI and NI, 2008-10
                                                          • Unemployment remains a barrier to costly activities
                                                            • Figure 8: Unemployment rates, RoI and NI, July 2009-March 2011
                                                          • Consumer confidence low
                                                            • Figure 9: Consumer Sentiment/Confidence Index, UK (inc NI) and RoI, May 2008-August 2011
                                                          • Ageing population in RoI...
                                                            • Figure 10: Population, by age, RoI, 2006-41
                                                          • ...while younger age groups set to shrink faster in NI
                                                            • Figure 11: Population, by age, NI, 2008-58
                                                          • Ireland may lose many sporting consumers
                                                            • Figure 12: Consumers agreeing that ‘Having to emigrate to find work/go to college’ most concerns them, by age, RoI and NI, 2011
                                                        • Competitive Context

                                                          • Key points
                                                            • Irish consumers still value sedentary activities at home
                                                              • Escapism tops sports for holidays
                                                                • Figure 13: Activities enjoyed on holidays, RoI and NI, 2010
                                                              • Broadcasting provides a cheaper alternative to game attendance
                                                                • Figure 14: Sports watched on TV, RoI and NI, 2006-10
                                                            • Strengths and Weaknesses

                                                              • Strengths
                                                                • Weaknesses
                                                                • Who’s Innovating?

                                                                  • Key points
                                                                    • Parkrun reaches out to running enthusiasts online
                                                                      • Sports NI targets young consumers
                                                                        • Promoting health and fitness in the workplace
                                                                        • Market Overview

                                                                          • Key points
                                                                            • Visitor numbers decrease further in 2010
                                                                              • Figure 15: Domestic and overseas visitors to RoI, 2006-10
                                                                            • Softer landing for NI
                                                                              • Figure 16: Domestic and overseas visitors to NI, 2006-10
                                                                            • Walking high on the agenda for RoI overseas visitors
                                                                              • Figure 17: Activities participated in by overseas tourists to RoI, 2010
                                                                            • Domestic visitors take to the water
                                                                              • Figure 18: Domestic tourist participation in activities, RoI, 2009
                                                                            • Overseas visitors walk NI
                                                                              • Figure 19: Number of overseas tourists participating in activities, NI, 2009
                                                                            • RoI visitors to NI value a wide range of sports
                                                                              • Figure 20: Participation in activities by RoI tourists to NI, 2010
                                                                            • NI tourists embrace their own environment
                                                                              • Figure 21: Participation in activities by domestic tourists, NI, 2010
                                                                            • Value of sports tourism
                                                                              • Figure 22: Tourism revenue from overseas participants in activities, RoI, 2009
                                                                          • Companies and Products

                                                                              • Tourism bodies
                                                                                • Tourism Ireland
                                                                                  • Fáilte Ireland
                                                                                    • Northern Ireland Tourist Board
                                                                                      • Sports organisations
                                                                                        • Golfing Union of Ireland (GUI)
                                                                                          • The Irish Ladies Golfing Union
                                                                                            • Cycling Ireland
                                                                                              • CAAN (Countryside Access & Activities Network)
                                                                                                • National Trails Office
                                                                                                  • Irish Sailing Association
                                                                                                    • Irish Surfing Association
                                                                                                      • Irish Rugby Football Union (IRFU)
                                                                                                        • Irish Women’s Rugby Football Union (IWRFU)
                                                                                                          • Gaelic Athletic Association (GAA)
                                                                                                            • Football Association of Ireland (FAI)
                                                                                                              • Irish Football Association (Irish FA)
                                                                                                                • Irish Hockey Association (IHA)
                                                                                                                • The Consumer – Participation in Fitness Activities

                                                                                                                  • Key points
                                                                                                                    • RoI consumers more active
                                                                                                                      • Figure 23: Participation in selected fitness activities in the past 12 months, RoI and NI, 2010
                                                                                                                    • Swimming attracts diverse participation
                                                                                                                      • Figure 24: Participation in swimming in the last 12 months, by age, RoI and NI, 2010
                                                                                                                    • Women dominate aerobics
                                                                                                                      • Figure 25: Participation in aerobics/keep fit activities over the past 12 months, by gender, RoI and NI, 2010
                                                                                                                    • Cycling has both youth and family appeal
                                                                                                                      • Figure 26: Participation in cycling over the past 12 months, by age, RoI and NI, 2010
                                                                                                                    • Jogging appeals to those on a budget
                                                                                                                      • Figure 27: Participation in jogging over the past 12 months, by working status, RoI and NI, 2010
                                                                                                                  • The Consumer – Participation in Sport

                                                                                                                    • Key points
                                                                                                                      • Football – the most played sport
                                                                                                                          • Figure 28: Participation in selected sports over the past 12 months, RoI and NI, 2010
                                                                                                                        • Soccer bridges class divide
                                                                                                                          • Figure 29: Participation in football over the past 12 months, by socio-economic status, RoI and NI, 2010
                                                                                                                        • Golf has universal age appeal
                                                                                                                          • Figure 30: Participation in golf over the past 12 months, by age, RoI and NI, 2010
                                                                                                                        • Gaelic games participation falls with age
                                                                                                                          • Figure 31: Participation in Gaelic football over the past 12 months, by age, RoI and NI, 2010
                                                                                                                      • The Consumer – Spectator Sports at Venues

                                                                                                                        • Key points
                                                                                                                          • Gaelic football has the widest audience in RoI
                                                                                                                              • Figure 32: Consumers who paid to watch selected sports at a venue, RoI, 2006-10
                                                                                                                            • Soccer appeals to NI consumers
                                                                                                                                • Figure 33: Consumers who paid to watch selected sports at a venue, NI, 2006-10
                                                                                                                              • Football finds a younger audience
                                                                                                                                  • Figure 34: Consumers who paid to watch football at a venue, by age, RoI and NI, 2010
                                                                                                                                • Gaelic games attract a male audience
                                                                                                                                  • Figure 35: Consumers who paid to watch Gaelic football at a venue, by gender, RoI and NI, 2010
                                                                                                                                • Rugby finds interest across all age groups in RoI
                                                                                                                                    • Figure 36: Consumers who paid to watch rugby at a venue, by age, RoI and NI, 2010
                                                                                                                                • The Consumer – Activities on Holidays

                                                                                                                                  • Key points
                                                                                                                                    • Consumers look for adventure on holidays
                                                                                                                                        • Figure 37: Consumers who enjoyed selected activities on holiday, RoI and NI, 2010
                                                                                                                                      • Adventure activities reserved for the young
                                                                                                                                        • Figure 38: Consumers who enjoyed adventure activities on holiday, by age, RoI and NI, 2010
                                                                                                                                      • Walking – a universal activity
                                                                                                                                          • Figure 39: Consumers who enjoyed camping/walking/hiking on holiday, by age, RoI and NI, 2010
                                                                                                                                        • Watersports keep teens active
                                                                                                                                          • Figure 40: Consumers who enjoyed watersports on holiday, by presence of children, RoI and NI, 2010
                                                                                                                                      • Appendix

                                                                                                                                        • Sports participation – RoI
                                                                                                                                          • Figure 41: Participation in selected sports and leisure activities over the past 12 months, by demographics, RoI, 2010
                                                                                                                                          • Figure 42: Participation in selected sports and leisure activities over the past 12 months, by demographics, RoI, 2010
                                                                                                                                          • Figure 43: Participation in selected sports and leisure activities over the past 12 months, by demographics, RoI, 2010
                                                                                                                                        • Sports participation – NI
                                                                                                                                          • Figure 44: Participation in selected sports and leisure activities over the past 12 months, by demographics, NI, 2010
                                                                                                                                          • Figure 45: Participation in selected sports and leisure activities over the past 12 months, by demographics, NI, 2010
                                                                                                                                          • Figure 46: Participation in selected sports and leisure activities over the past 12 months, by demographics, NI, 2010
                                                                                                                                        • Spectator sports – RoI
                                                                                                                                          • Figure 47: Consumers who paid to watch selected sports at a venue over the past 12 months, by demographics, RoI, 2010
                                                                                                                                        • Spectator sports – NI
                                                                                                                                          • Figure 48: Consumers who paid to watch selected sports at a venue over the past 12 months, by demographics, NI, 2010
                                                                                                                                        • Activities enjoyed on holiday – RoI
                                                                                                                                          • Figure 49: Consumers who enjoyed selected activities on holiday, by demographics, RoI, 2010
                                                                                                                                          • Figure 50: Consumers who enjoyed selected activities on holiday, by demographics, RoI, 2010
                                                                                                                                          • Figure 51: Consumers who enjoyed selected activities on holiday, by demographics, RoI, 2010
                                                                                                                                          • Figure 52: Consumers who enjoyed selected activities on holiday, by demographics, RoI, 2010
                                                                                                                                        • Activities enjoyed on holiday – NI
                                                                                                                                          • Figure 53: Consumers who enjoyed selected activities on holiday, by demographics, NI, 2010
                                                                                                                                          • Figure 54: Consumers who enjoyed selected activities on holiday, by demographics, NI, 2010
                                                                                                                                          • Figure 55: Consumers who enjoyed selected activities on holiday, by demographics, NI, 2010
                                                                                                                                          • Figure 56: Consumers who enjoyed selected activities on holiday, by demographics, NI, 2010

                                                                                                                                      Companies Covered

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                                                                                                                                      Sport and Fitness - Ireland - June 2011

                                                                                                                                      £1,095.00 (Excl.Tax)