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Sports Goods Retailing - UK - July 2015

"The specialist sporting goods market is estimated to have enjoyed a good 2014 with the market growing. We expect 2015 to be another good year for the market reflecting a more confident consumer who is more willing to spend on discretionary items."
- Nick Carroll, Retail Analyst

This report discusses the following key topics:

  • Encouraging sports participation from stores 
  • Embracing the casual market 
  • Amazon: A serious player in the sporting goods market

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Table of contents

  1. Overview

      • Areas covered in this report
      • Executive Summary

        • A strong year for the specialist sports goods market
          • Figure 1: Consumer expenditure through specialist sports goods retailers (Inc. VAT), 2010-20
        • Clothing the largest segment of the market
          • Figure 2: Estimated breakdown of consumer expenditure through specialist sporting goods retailers, 2014
        • Sports Direct accounts for over 50% of the market
          • Figure 3: Specialist sporting goods retailers’ market shares, 2014
        • Sports participation falls since the Olympics
          • Figure 4: Number of adults aged 16+ taking part in sport at least once a week, 2008-15
        • Sports Direct and Amazon the most popular retail destinations
          • Figure 5: Retailers used to purchase sporting goods in the past 12 months, April 2015
        • Over half of consumers have purchased sports goods for non-sports use
          • Figure 6: Reason for purchasing sporting goods in the past 12 months, April 2015
        • Running/jogging the most purchased-for sporting activity
          • Figure 7: Sporting activities sporting goods purchased for in the last 12 months, April 2015
        • Price and range the most important factors when choosing where to shop
          • Figure 8: Factors considered important when choosing a retailer to purchase sporting goods from, April 2015
        • Discount for buying multiple items would encourage more purchasing
          • Figure 9: Agreement with factors that would increase purchasing at sporting goods retailers, April 2015
        • What we think
        • Issues and Insights

          • Encouraging sports participation from stores
            • The facts
              • The implications
                • Embracing the casual market
                  • The facts
                    • The implications
                      • Amazon: A serious player in the sporting goods market
                        • The facts
                          • The implications
                          • The Market – What You Need to Know

                            • Strong growth in the market in 2014
                              • Clothing accounts for over half of all spending through specialists
                                • Confidence turns positive
                                  • Participation in sport growing, but slowly
                                    • Four in 10 males overweight
                                      • Declining youth population may impact the market
                                      • Market Drivers

                                        • Consumer confidence picking up as the economy improves
                                          • Figure 10: Consumer Price Index for equipment for sport and open-air recreation, September 2014-May 2015
                                        • Little growth in sports participation since 2008
                                          • Figure 11: Number of UK adults aged 16+ taking part in sport at least once a week, 2008-15
                                          • Figure 12: Number of adults aged 16+ taking part in sport at least once a week, by sport, 2014/15
                                          • Figure 13: Number of aged 16+ taking part in sport at least once a week, by sport, 2005/06-2014/15
                                          • Figure 14: Frequency of sports participation, April 2015
                                        • Declining youth population could impact the market
                                          • Figure 15: Trends in the age structure of the UK population, 2009-19
                                        • Four in 10 men are overweight
                                          • Figure 16: Proportion of overweight and obese population, by gender, 2000-13
                                        • 38% of consumers would like to be more active
                                          • Figure 17: Attitudes towards health and sport, June 2014
                                        • Increase in budget health and fitness clubs
                                        • Market Size and Forecast

                                          • About our market size and forecast
                                            • Positive growth in 2014
                                              • Figure 18: Consumer expenditure through specialist sports goods retailers (Inc. VAT), 2010-20
                                              • Figure 19: Consumer expenditure through specialist sports goods retailers (Inc. VAT), 2010-20
                                            • Mintel’s forecast methodology
                                            • Segment Performance

                                                • Clothing the largest category
                                                  • Figure 20: Estimated breakdown of consumer expenditure through specialist sporting goods retailers, 2014
                                                  • Figure 21: Estimated breakdown of consumer expenditure through specialist sporting goods retailers, 2013-15
                                              • Key Players – What You Need to Know

                                                • Sports Direct by far the biggest player
                                                  • Online pureplay retailers gaining market share
                                                    • Store numbers up
                                                      • Big three cut adspend
                                                        • Decathlon stores excel in sportiness
                                                        • Innovations

                                                          • New store openings incorporate technology to drive customer engagement
                                                            • Figure 22: JD Sports new store in Manchester Trafford, 2015
                                                            • Figure 23: JD Sports new store in Manchester Trafford, 2015
                                                          • New store formats to cater for the local market
                                                            • Figure 24: NikeLab 1948 Store, 2014
                                                          • Interactive trials in-store
                                                            • Vending machine saves cyclists from a flat tyre
                                                              • Sports Direct enters into the budget gym market
                                                                • Click-and-collect incentive
                                                                  • Geo-targeting used to personalise the online experience
                                                                    • Sports retailers expand their presence with concessions
                                                                    • Brand Communication and Promotion

                                                                      • Shrinking advertising expenditure
                                                                        • Figure 25: Recorded above-the-line, online display and direct mail total advertising expenditure on sports goods, 2011-14
                                                                      • JD Sports spends almost £3 million
                                                                        • Figure 26: Recorded above-the-line, online display and direct mail total advertising expenditure on sports goods, by retailer, 2011-14
                                                                      • Sports retailers spend out on press advertising
                                                                        • Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure on sports goods, by media type, 2011-14
                                                                      • A note on ad spend
                                                                      • Leading Sports Retailers

                                                                        • An exceptional year for JD Sports
                                                                          • Figure 28: Selected leading specialists and total specialist market, annual % change in sales (exc. VAT), 2011-14
                                                                        • Leading specialists’ sales
                                                                          • Figure 29: Leading sports specialists’ annual net revenues, 2011-14
                                                                        • Leading specialists’ store numbers
                                                                          • Figure 30: Leading sports retailers’ estimated outlet numbers, 2010-14
                                                                        • Online pureplayers
                                                                            • Figure 31: Leading specialist online retailers sales, 2011-2014
                                                                          • Branded sports stores
                                                                              • Figure 32: Selected leading branded sports goods specialists outlet data, 2015
                                                                            • Buying and voluntary groups
                                                                            • Market Shares

                                                                                • Sports Direct accounts for half the market
                                                                                  • Figure 33: Specialist sporting goods retailers’ market shares, 2014
                                                                                  • Figure 34: Specialist sporting goods retailers’ estimated market shares, 2012-14
                                                                              • Space Allocation Summary

                                                                                  • Space allocation overview
                                                                                    • Figure 35: Sports shops’ space allocation, May 2015
                                                                                    • Figure 36: Decathlon, Surrey Quays, fitness equipment display, May 2015
                                                                                    • Figure 37: Sports shops: Estimated men’s, women’s and children’s clothing and footwear space allocation as a % of total selling space, May 2015
                                                                                  • Detailed space allocation
                                                                                    • Figure 38: Sports shops: Estimated detailed space allocation, May 2015
                                                                                    • Figure 39: Sports shops: Estimated detailed space allocation, May 2015
                                                                                • Sports Direct Plc

                                                                                    • What we think
                                                                                      • Expansion outside Europe
                                                                                        • Planned 200-strong budget gym chain
                                                                                          • Debenhams concessions
                                                                                            • Larger spruced-up stores to showcase its range
                                                                                              • Rolls out click-and-collect service
                                                                                                • Premium lifestyle fashion offering struggling
                                                                                                  • Company background
                                                                                                    • Company performance
                                                                                                      • Figure 40: Sports Direct Plc: Group financial performance, 2011-15
                                                                                                      • Figure 41: Sports Direct Plc: UK and European performance, 2011-15
                                                                                                      • Figure 42: Sports Direct Plc: Group outlet data, 2011-15
                                                                                                      • Figure 43: Sports Direct PLC: European store numbers, 2014-15
                                                                                                    • Retail offering
                                                                                                    • JD Sports Fashion Plc

                                                                                                        • What we think
                                                                                                          • New concept stores enhance the brand experience
                                                                                                            • Strengthening branded offering
                                                                                                              • Struggling fashion brands
                                                                                                                • Planned chain of value fitness centres
                                                                                                                  • Multichannel
                                                                                                                    • Company background
                                                                                                                      • Company performance
                                                                                                                          • Figure 44: JD Sports Fashion plc: Group financial performance, 2010/11-2014/15
                                                                                                                          • Figure 45: JD Sports Fashion plc: Geographical sales breakdown, 2014 and 2015
                                                                                                                          • Figure 46: JD Sports Fashion plc: Outlet data, 2010/11-2014/15
                                                                                                                        • Retail offering
                                                                                                                        • Decathlon UK

                                                                                                                            • What we think
                                                                                                                              • Strong own-brand offering and wide variety of sports gear
                                                                                                                                • Click-and-collect and shop-in-shops
                                                                                                                                  • Innovation reputation
                                                                                                                                    • Complete one-stop sporting goods shopping experience
                                                                                                                                      • Cycling
                                                                                                                                        • ‘Discover Decathlon Days’
                                                                                                                                          • Company background
                                                                                                                                            • Company performance
                                                                                                                                              • Figure 47: Decathlon UK: financial performance, 2008/09-2013/14
                                                                                                                                              • Figure 48: Decathlon UK: Outlet data, 2008/09-2013/14
                                                                                                                                            • Retail offering
                                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                                              • Over half of consumers participate in sporting activities once a week or more
                                                                                                                                                • Sports Direct and Amazon the most popular retail destinations to purchase goods
                                                                                                                                                  • Over half of those who purchased sporting goods did so for non-sports use
                                                                                                                                                    • Running the most purchased-for sport
                                                                                                                                                      • Price and range the most influential factors when choosing where to buy
                                                                                                                                                        • Just 10% of consumers said major sporting events encouraged them to purchase sports goods
                                                                                                                                                        • Sports Participation

                                                                                                                                                            • The majority of consumers participate once a week
                                                                                                                                                              • Figure 49: Frequency of sports participation, April 2015
                                                                                                                                                            • Younger consumers more active
                                                                                                                                                              • Figure 50: Frequency of sports participation, by age, April 2015
                                                                                                                                                            • Urban active
                                                                                                                                                              • Figure 51: Frequency of sports participation, by location, April 2015
                                                                                                                                                            • Socio-economic group is tied to sports participation
                                                                                                                                                              • Figure 52: Frequency of sports participation, by socio-economic group, April 2015
                                                                                                                                                          • Where People Shop

                                                                                                                                                              • Online or in-store purchasing
                                                                                                                                                                • Figure 53: Purchasing of sporting goods in the past 12 months, by in-store or online purchasing, April 2015
                                                                                                                                                              • For sports or non-sports use
                                                                                                                                                                • Figure 54: Reason for purchasing sporting goods in the past 12 months, April 2015
                                                                                                                                                                • Figure 55: Retailers used to purchase sporting goods in the past 12 months, April 2015
                                                                                                                                                                • Figure 56: Profile of shoppers for sporting goods, April 2015
                                                                                                                                                              • Repertoire analysis
                                                                                                                                                                • Figure 57: Repertoire of retailers used to purchase sporting goods, April 2015
                                                                                                                                                              • Online or in-store purchasing by retailer
                                                                                                                                                                • Figure 58: Online or in-store purchasing, by retailer, April 2015
                                                                                                                                                              • For sports use and for non-sports use
                                                                                                                                                                • Figure 59: Reason for purchasing sporting goods, by retailer, April 2015
                                                                                                                                                            • Sporting Activities Goods Purchased For

                                                                                                                                                                • Running the most purchased-for activity
                                                                                                                                                                  • Figure 60: Sporting activities sporting goods purchased for in the last 12 months, April 2015
                                                                                                                                                                  • Figure 61: Most popular sporting activities sports goods purchased for, 2012-15
                                                                                                                                                                • Items purchased by sport
                                                                                                                                                                  • Figure 62: Items purchased, by sporting activities, April 2015
                                                                                                                                                                • Younger consumers more likely to purchase
                                                                                                                                                                  • Figure 63: Any purchase of clothing and footwear and equipment and accessories, by age, April 2015
                                                                                                                                                                  • Figure 64: Any purchase of clothing and footwear and equipment and accessories, by frequency of sports participation, April 2015
                                                                                                                                                                  • Figure 65: Retailers used to purchase sporting goods, by goods purchased, April 2015
                                                                                                                                                              • Factors Influencing Purchasing Decisions

                                                                                                                                                                  • Price and range most important when choosing where to buy
                                                                                                                                                                    • Figure 66: Factors considered important when choosing a retailer to purchase sporting goods from, April 2015
                                                                                                                                                                  • Price and promotions most important to Generation X
                                                                                                                                                                    • Figure 67: Select factors considered important when choosing a retailer to purchase sporting goods from, by generation, April 2015
                                                                                                                                                                  • Clear product descriptions online vital to older generations
                                                                                                                                                                    • Figure 68: Select factors considered important when choosing a retailer to purchase sporting goods from online, by generation, April 2015
                                                                                                                                                                  • Millennials value advice
                                                                                                                                                                    • Figure 69: Factors considered important relating to advice/recommendations when choosing a retailer to purchase sporting goods, by generation, April 2015
                                                                                                                                                                  • Factors that influence choice of retailer within the leading specialists consumer base
                                                                                                                                                                    • Figure 70: Retailers sporting goods purchased from, by factors that are considered important when choosing which retailer to purchase sporting goods from, April 2015
                                                                                                                                                                  • Factors impacting purchasing for sports and non-sports use
                                                                                                                                                                    • Figure 71: Reason for purchasing sporting goods, by factors considered important when choosing a retailer to purchase sporting goods from, April 2015
                                                                                                                                                                • Factors That Would Encourage Purchasing

                                                                                                                                                                    • Consumers most interested in category-specific discounts
                                                                                                                                                                      • Figure 72: Agreement with factors that would increase purchasing at sporting goods retailers, April 2015
                                                                                                                                                                    • Younger consumers more interested in innovations
                                                                                                                                                                      • Figure 73: Agreement with select factors that would increase purchasing at sporting goods retailers, by age, April 2015
                                                                                                                                                                    • Urban dwellers most interested in click-and-collect
                                                                                                                                                                      • Figure 74: Click-and-collect as a factor to increase purchasing at sports goods retailers, by location, April 2015
                                                                                                                                                                  • Sporting Events and the Effect on Purchasing

                                                                                                                                                                      • Just 8% of consumers were encouraged to purchase more goods following an event
                                                                                                                                                                        • Figure 75: Agreement with statements regarding major sporting events in the past three years, April 2015
                                                                                                                                                                      • Younger consumers more influenced by major sporting events
                                                                                                                                                                        • Figure 76: Agreement with statements regarding major sporting events in the past three years, by age, April 2015
                                                                                                                                                                      • Effects of sports participation on engagement with sporting events
                                                                                                                                                                        • Figure 77: Participation in sporting events, by agreement with statements regarding major sporting events in the past three years, April 2015
                                                                                                                                                                      • Effects of sports goods purchasing on engagement with sporting events
                                                                                                                                                                        • Figure 78: Purchase of any sporting goods, by agreement with statements regarding major sporting events in the past three years, April 2015
                                                                                                                                                                    • Appendix – Data Sources and Abbreviations

                                                                                                                                                                      • Definition
                                                                                                                                                                        • Abbreviations

                                                                                                                                                                        Companies Covered

                                                                                                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                                                                                                        Sports Goods Retailing - UK - July 2015

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