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Sports Goods Retailing - UK - July 2016

“The sports goods market continues to grow at an exceptional level. Driven by a rising interest in health and wellness amongst young consumers, the athleisure trend is dominating the sector. The success of the market has seen increasing levels of competition from non-specialists and more than ever retailers need to establish their position in a crowded sector.”
– Samantha Dover, Retail Analyst

This report discusses the following key topics:

  • Consumer interest in health & wellness drives athleisure trend
  • Increasing market entries from non-specialists
  • Retailers use technology to enhance consumer engagement

This Report is designed to give an overview of the UK sporting goods market. This includes market information, including a specialist sporting goods market size and forecast, as well as consumer research covering a variety of issues within the market.

Mintel defines specialist sporting goods retailers as those specialising in the sale of sports clothing, footwear, equipment and accessories. These categories are defined as:

  • Sports clothing, eg tracksuits, swimwear, hooded sweatshirts, accessories.
  • Sports footwear, eg trainers, running shoes, football boots, ski boot.
  • Sports equipment (items necessary for participation in a sporting activity), eg tennis racquets, golf clubs and balls, cricket bat.
  • Sports accessories (items not necessary for participation in a sporting activity), eg gloves, hats, wearable technology.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • The athleisure trend drives growth in sportswear
              • Figure 1: Consumer expenditure through specialist sports goods retailers (Including VAT), 2011-21
            • The number of women participating in sport rises
              • Figure 2: Frequency of sports participation, by gender, May 2016
            • Running continues to dominate consumer spending
              • Figure 3: Sporting activities sporting goods purchased for in the last 12 months, May 2016
            • Companies, brands and innovation
              • JD Sports gains market share
                • Figure 4: Specialist sporting goods retailers’ market shares, 2015
              • Sweaty Betty leads the way in customer experience
                • Figure 5: Key metrics for selected retailers, May 2016
              • The consumer
                • Sports Direct is the most popular sports goods retailer
                  • Figure 6: Retailers used to purchase sports goods in the last 12 months, May 2016
                • Value for money is key driver for online shoppers
                  • Figure 7: Reasons for shopping online for sport goods, May 2016
                • Expert advice and product testing drive footfall in store
                  • Figure 8: Attitudes towards shopping for sports goods in-store, May 2016
                • Fashionable sportswear popular but little consumer interest shown in celebrity associated lines
                  • Figure 9: Trends & innovation purchasing & interest scale, May 2016
                • Interest in fashionable sportswear
                  • Figure 10: Interest scale for fashionable sportswear that can be worn when not exercising, by gender, May 2016
                • Young consumers show high levels of interest in innovations
                  • Figure 11: Trends & innovation purchasing & interest scale, by consumers aged 16-24, May 2016
                • What we think
                • Issues and Insights

                  • Consumer interest in health & wellness drives athleisure trend
                    • The facts
                      • The implications
                        • Increasing market entries from non-specialists
                          • The facts
                            • The implications
                              • Retailers use technology to enhance consumer engagement
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Athleisure drives market growth
                                      • A rising number of women participate in sport
                                        • A declining population continues to be a threat
                                          • Gym classes continue to rise in popularity
                                          • Market Size and Forecast

                                            • About our market size and forecast
                                              • Continued market growth in 2015
                                                • Figure 12: Consumer expenditure through sports goods retailers (Including VAT), 2011-21
                                                • Figure 13: Consumer expenditure through sports goods retailers (Including VAT), 2011-21
                                              • Specialist sports goods retailers drive growth
                                                • Figure 14: Consumer expenditure through specialist sports goods retailers (Including VAT), 2011-21
                                                • Figure 15: Consumer expenditure through specialist sports goods retailers (Including VAT), 2011-21
                                            • Market Drivers

                                              • A rise in sports participation
                                                • Figure 16: Number of UK adults aged 16+ taking part in sport at least once a week, 2010-16
                                              • Women become more active
                                                • Figure 17: Number of UK adults aged 16+ taking part in sport at least once a week, by gender, 2010-16
                                              • Swimming and cycling participation declines
                                                • Figure 18: Number of UK adults aged 16+ taking part in sport at least once a week, by gender, 2010-16
                                              • Consumers continue to spend on clothing
                                                • Figure 19: Financial activity and planned financial activity over the last and next three months, April 2016
                                              • Changing attitudes towards health & fitness
                                                • Figure 20: Millennials approach to leading a healthy lifestyle, July 2015
                                              • More UK consumers are shopping online
                                                • Figure 21: Brand/product-related online activities performed in the past three months, December 2015
                                              • The acceptance of casual clothing
                                                • Figure 22: Types of clothes men have purchased for themselves in the last 12 months, by gender, December 2015
                                              • An aging UK population
                                              • Segment Performance

                                                  • Footwear increasingly important
                                                    • Figure 23: Estimated breakdown of consumer expenditure through specialist sporting goods retailers, 2016
                                                    • Figure 24: Estimated breakdown of consumer expenditure through specialist sporting goods retailers, 2012-16
                                                • Key Players – What You Need to Know

                                                  • JD Sports gains market share
                                                    • Increasing competition from non-specialists
                                                      • The in-store fitness class trend
                                                        • Fitness apps drive the multi-channel experience
                                                          • Retailers integrate other categories into sport offering to add value
                                                            • Targeting the female fitness market
                                                              • Retailers cut back on above-the-line marketing
                                                              • Leading Sports Retailers

                                                                • Sports Direct sales growth slows
                                                                  • Figure 25: Selected leading specialists and total specialist market, estimated annual % change in sports retail sales (excluding VAT), 2011-15
                                                                • Leading specialists’ sales
                                                                  • Figure 26: Leading sports specialists’ annual UK retail revenues, 2011-15
                                                                • Leading specialists store numbers
                                                                  • Figure 27: Leading sports retailers’ estimated outlet numbers, 2011-15
                                                                • Online pureplayers
                                                                    • Figure 28: Leading specialist online retailers sales, 2012-15
                                                                  • Branded sports stores
                                                                    • Figure 29: Selected leading branded sports goods specialists outlet data, 2016
                                                                • Market Share

                                                                    • Sports Direct loses market share
                                                                        • Figure 30: Specialist sporting goods retailers’ market shares, 2015
                                                                        • Figure 31: Specialist sporting goods retailers’ estimated market shares, 2011-15
                                                                    • Space Allocation Summary

                                                                        • Space allocation overview
                                                                          • Figure 32: Sporting goods retailers: Total estimated in-store sportswear, casualwear, footwear and sports equipment space split, July 2016
                                                                        • Sportswear, casualwear and footwear
                                                                          • Figure 33: Sporting goods retailers: Total estimated in-store sportswear, casualwear and footwear split, July 2016
                                                                        • Decathlon’s 70 different types of sports
                                                                          • Figure 34: Sporting goods retailers: Total estimated in-store sports and outdoor pursuit equipment split, July 2016
                                                                        • Detailed space allocation
                                                                          • Figure 35: Sporting goods retailers: In-store percentage split of gender-specific clothing and footwear categories, July 2016
                                                                          • Figure 36: Sporting goods retailers: In-store percentage split of gender-specific clothing and footwear categories, July 2016
                                                                          • Figure 37: Sporting goods retailers: In-store percentage split of sports equipment categories, July 2016
                                                                      • Innovation and Launch Activity

                                                                        • Increasing competition from non-specialists
                                                                          • Lululemon creates a high-end shopping experience
                                                                            • Figure 38: Lululemon lab concept store in New York, 2016
                                                                          • The North Face unveils tech-driven London flagship
                                                                            • Non-specialists mix categories to add value to sportswear
                                                                              • Figure 39: Selfridges’ Body Studio in London, 2016
                                                                            • Lorna Jane unveils active lounge at Sydney airports
                                                                              • Leading retailers focus on anti-theft technology
                                                                                • adidas enters the subscription business
                                                                                  • Fitness apps drive the multi-channel experience
                                                                                    • Beauty products get active
                                                                                      • Figure 40: Sweat Cosmetics, 2016
                                                                                    • Personalisation dominates footwear innovation
                                                                                    • Advertising and Marketing Activity

                                                                                      • Retailers spend £19.2 million advertising sports goods
                                                                                        • Figure 41: Recorded above-the-line, online display and direct mail total advertising expenditure on sports goods, 2012-15
                                                                                      • JD Sports increases media spend
                                                                                        • Figure 42: Recorded above-the-line, online display and direct mail total advertising expenditure on sports goods, by retailer, 2012-15
                                                                                      • Television advertising increasingly important
                                                                                        • Figure 43: Recorded above-the-line, online display and direct mail total advertising expenditure on sports goods, by media type, 2012-15
                                                                                      • Sports fashion advertising spend declines
                                                                                        • Figure 44: Recorded above-the-line, online display and direct mail total advertising expenditure on sports fashion, 2012-15
                                                                                      • Fabletics leads sports fashion media spend
                                                                                        • Figure 45: Recorded above-the-line, online display and direct mail total advertising expenditure on sports fashion, by retailer, 2015
                                                                                      • Campaign highlights in 2015
                                                                                        • New Era’s London campaign directed shoppers to JD Sports
                                                                                          • Sweaty Betty partners with 1Rebel
                                                                                            • Celebrities are at the forefront of sports campaigns
                                                                                              • Sporting events drive marketing campaigns
                                                                                                • The focus on womenswear continues
                                                                                                  • A note on adspend
                                                                                                  • Brand Research

                                                                                                      • What you need to know
                                                                                                        • Brand map
                                                                                                          • Figure 46: Attitudes towards and usage of selected retailers, May 2016
                                                                                                        • Key brand metrics
                                                                                                          • Figure 47: Key metrics for selected retailers, May 2016
                                                                                                        • Brand attitudes – JD Sports enjoys a strong reputation
                                                                                                          • Figure 48: Attitudes, by retailer, May 2016
                                                                                                        • Brand personality – Sports Direct lacks appeal
                                                                                                          • Figure 49: Brand personality – Macro image, May 2016
                                                                                                        • Sweaty Betty perceived as a trend leader
                                                                                                          • Figure 50: Brand personality – Micro image, May 2016
                                                                                                        • Brand analysis
                                                                                                          • Sweaty Betty taps into Millennial market
                                                                                                            • Figure 51: User profile of Sweaty Betty, May 2016
                                                                                                          • Decathlon well known amongst affluent consumers
                                                                                                            • Figure 52: User profile of Decathlon, May 2016
                                                                                                          • Sports Direct’s value approach has a broad appeal
                                                                                                            • Figure 53: User profile of Sports Direct, May 2016
                                                                                                          • JD Sports popular with younger consumers
                                                                                                            • Figure 54: User profile of JD Sports, May 2016
                                                                                                        • Sports Direct Plc

                                                                                                            • What we think
                                                                                                              • Pile it high and sell it cheap store layout giving way to a more enhanced retail experience
                                                                                                                • Website enhancements boost online sports retail sales
                                                                                                                  • Scaling up dual-use low-cost gym and retail concept
                                                                                                                    • Expanding sports heritage brands into new categories to unlock brand potential
                                                                                                                      • Tapping into women athleisure trend
                                                                                                                        • Company background
                                                                                                                          • Company performance
                                                                                                                              • Figure 55: Sports Direct Plc: Group financial performance, 2011/12-2015/16
                                                                                                                              • Figure 56: Sports Direct Plc: Sports stores estimated sales per outlet, 2011/12-2015/16
                                                                                                                              • Figure 57: Sports Direct PLC: Sports store outlets, 2015-16
                                                                                                                            • Retail offering
                                                                                                                            • JD Sports Fashion Plc

                                                                                                                                • What we think
                                                                                                                                  • Strengthening its catwalk-led athleisure clothing offering
                                                                                                                                    • Making the sports shopping journey a more enjoyable in-store experience
                                                                                                                                      • Women-only store concept
                                                                                                                                        • Enhanced multichannel proposition driving online sales
                                                                                                                                          • Dutch sports shops acquisition strengthens presence in the Netherlands
                                                                                                                                            • Award-winning low-cost gym chain
                                                                                                                                              • Company background
                                                                                                                                                • Company performance
                                                                                                                                                  • Figure 58: JD Sports Fashion Plc: Group financial performance, 2011/12-2015/16
                                                                                                                                                  • Figure 59: JD Sports Fashion Plc: Geographical sales breakdown, 2015 and 2016
                                                                                                                                                  • Figure 60: JD Sports Fashion Plc: Outlet data, 2011/12-2015/16
                                                                                                                                                • Retail offering
                                                                                                                                                • Decathlon UK

                                                                                                                                                    • What we think
                                                                                                                                                      • Smaller stores and click-and-collect points
                                                                                                                                                        • ‘Try before you buy it’
                                                                                                                                                          • Reputation as a leading innovator
                                                                                                                                                            • Twenty affordable store brands reinforces low-price credentials
                                                                                                                                                              • Category leadership strengthens authority in the sector
                                                                                                                                                                • Company background
                                                                                                                                                                  • Company performance
                                                                                                                                                                    • Figure 61: Decathlon UK: Group financial performance, 2010/11-2014/15
                                                                                                                                                                    • Figure 62: Decathlon UK: Outlet data, 2010/11-2014/15
                                                                                                                                                                  • Retail offering
                                                                                                                                                                  • The Consumer – What You Need to Know

                                                                                                                                                                    • The gender gap closes as more women get involved in sport
                                                                                                                                                                      • More than half of consumers have bought sports goods in the last year
                                                                                                                                                                        • Sports Direct continues to be the most popular place to buy sports goods
                                                                                                                                                                          • Running drives sports goods buying while swimming purchases decline
                                                                                                                                                                            • Millennials most interested in personalised online experience
                                                                                                                                                                              • Fashionable sportswear popular but little consumer interest shown in celebrity associated lines
                                                                                                                                                                              • Sports Participation

                                                                                                                                                                                • Sports participation remains flat
                                                                                                                                                                                  • Figure 63: Frequency of sports participation, May 2016
                                                                                                                                                                                • The gender gap closes as more women get involved in sport
                                                                                                                                                                                  • Figure 64: Frequency of sports participation, by gender, May 2016
                                                                                                                                                                                • Young consumers continue to be the most active
                                                                                                                                                                                  • Figure 65: Frequency of sports participation, by age, May 2016
                                                                                                                                                                                • Sports participation in London drives urban participation figures
                                                                                                                                                                                  • Figure 66: Frequency of sports participation, by location, May 2016
                                                                                                                                                                              • Where Consumers Shop

                                                                                                                                                                                • Majority of people have shopped for sports goods in the last year
                                                                                                                                                                                    • Figure 67: Purchasing of sports goods in the last 12 months, by in-store or online purchasing, May 2016
                                                                                                                                                                                  • Male consumers drive purchasing
                                                                                                                                                                                    • Figure 68: Purchasing of sports goods in the last 12 months, in-store or online purchasing, by gender, May 2016
                                                                                                                                                                                  • Branded retailers popular with Millennials
                                                                                                                                                                                      • Figure 69: Retailers used to purchase sports goods in the last 12 months, May 2016
                                                                                                                                                                                    • Most active consumers shop at Sports Direct
                                                                                                                                                                                        • Figure 70: Retailers used to purchase sports goods in the last 12 months, by sports participation, May 2016
                                                                                                                                                                                      • Repertoire analysis
                                                                                                                                                                                        • Figure 71: Repertoire of retailers used to purchase sporting goods, May 2016
                                                                                                                                                                                    • Reasons for Purchasing

                                                                                                                                                                                      • Sports vs non-sports use
                                                                                                                                                                                        • Figure 72: Reasons for purchasing sports goods in the last 12 months, May 2016
                                                                                                                                                                                      • Young people most likely to buy sports goods to play sport
                                                                                                                                                                                        • Figure 73: Reasons for purchasing sports goods in the last 12 months, by age, May 2016
                                                                                                                                                                                      • JD Sports’ consumers buy for non-sports use
                                                                                                                                                                                        • Figure 74: Reason for purchasing sporting goods, by retailer, May 2016
                                                                                                                                                                                      • Running drives sports goods purchasing
                                                                                                                                                                                        • Figure 75: Sporting activities sporting goods purchased for in the last 12 months, May 2016
                                                                                                                                                                                      • Swimming falls out of favour
                                                                                                                                                                                        • Figure 76: Sporting activities sporting goods purchased for in the last 12 months, May 2016
                                                                                                                                                                                    • Factors Influencing Purchasing

                                                                                                                                                                                      • Value for money key driver for online shoppers
                                                                                                                                                                                        • Figure 77: Reasons for shopping online for sport goods, May 2016
                                                                                                                                                                                      • Millennials most interested in personalised online experience
                                                                                                                                                                                        • Figure 78: Reasons for shopping online for sport goods, by age, May 2016
                                                                                                                                                                                      • Branded sports goods perceived as better quality
                                                                                                                                                                                        • Figure 79: Attitudes towards shopping for sports goods, May 2016
                                                                                                                                                                                      • Young consumers show the most interest in trends and innovations
                                                                                                                                                                                        • Figure 80: Attitudes towards shopping for sports goods, by age, May 2016
                                                                                                                                                                                      • Return to the experts
                                                                                                                                                                                        • Figure 81: Attitudes towards shopping for sports goods in-store, May 2016
                                                                                                                                                                                    • Interest in Trends and Innovations

                                                                                                                                                                                      • Fashionable sportswear popular but little consumer interest shown in celebrity associated lines
                                                                                                                                                                                        • Figure 82: Trends & innovation purchasing & interest scale, May 2016
                                                                                                                                                                                      • Interest in fashionable sportswear
                                                                                                                                                                                        • Figure 83: Interest scale for fashionable sportswear that can be worn when not exercising, by gender, May 2016
                                                                                                                                                                                      • Consumers aged 26-35 most interested in active beauty
                                                                                                                                                                                        • Figure 84: Interest scale for Beauty/grooming products that improve appearance during or after exercise, by age, May 2016
                                                                                                                                                                                      • Demand for subscription services remains low
                                                                                                                                                                                        • Figure 85: Interest scale for a personalised sports clothing subscription delivering hand-picked items on a regular basis, by gender, May 2016
                                                                                                                                                                                      • Young consumers show high levels of interest in innovations
                                                                                                                                                                                        • Figure 86: Trends & innovation purchasing & interest scale, by consumers aged 16-24, May 2016
                                                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                        • Financial definitions
                                                                                                                                                                                          • Sales per store, sales per square metre
                                                                                                                                                                                            • Consumer research methodology
                                                                                                                                                                                              • Abbreviations
                                                                                                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                                                                                                • Forecast methodology

                                                                                                                                                                                                Companies Covered

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

                                                                                                                                                                                                Sports Goods Retailing - UK - July 2016

                                                                                                                                                                                                £1,995.00 (Excl.Tax)