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Sports Goods Retailing - UK - May 2010

  • Despite the recession, and against a background of aggressive discounting, the sports goods retail market’s value has remained above 2006 levels, at an estimated £5,646 million in 2010 (compared with £5,600 in 2006). It is expected to resume 4-6% annual growth from 2011.
  • Parents of under-15s are 50% more likely than non-parents to have bought sports equipment, clothing or footwear in the last 12 months, but this drops off through the secondary school years.
  • The sports goods market remains fashion-driven, dominated by clothing and footwear, which account for 75% of market value. Both these segments have held up well during the recession, while equipment sales slipped 12% year-on-year in 2009.
  • The number of independent sports shops in the UK has fallen from 4,000 to around 1,000 in recent years. There are still more independent outlets than Sports Direct, JJB Sports and JD Sports combined, but in value terms the independents are estimated to command only around 10% of the market.
  • Consumers who browse online but buy in-store are typically younger and more likely to be female, whereas older, male sports participants prefer to try things out in-store but then go online to buy them.
  • A fifth of consumers overall say they would happily buy sportswear from fashion clothing shops such as Next or Topshop – this is the case for 23% of women, compared with 15% of men.

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • Pester power for parents
              • Investing in health
                • Sporting societies and sport in society
                  • Shared interest, shared expertise
                  • Market in Brief

                    • Sports goods buying stays in fashion
                      • Players undervalued against the casual crowd
                        • Market splits on strength – not focus – of interest
                          • Pester power comes into play
                            • Women and Third Agers offer a sporting chance
                              • Online competition threatens smaller players
                                • Retailers attract distinct crowds
                                  • Same kit, different game
                                  • Internal Market Environment

                                    • Key points
                                      • Participation rates: Potatoes leaving the couch
                                        • Figure 1: Agreement with selected lifestyle statements, 2005-09
                                      • Access to facilities
                                        • Financial access to facilities
                                          • Availability of instruction
                                            • Physical capability
                                              • Leisure culture
                                                • Key sports: Buying v playing
                                                  • Figure 2: Sports/activities played or taken part in regularly, 2005-09
                                                • Targeting members: Becoming the club shop
                                                  • Figure 3: Trend in sports club membership, 2005-09
                                                • Sport in fashion: No passing trend
                                                • Broader Market Environment

                                                  • Key points
                                                    • Slow recovery to drive up crossover buying
                                                      • Figure 4: GDP, PDI, consumer expenditure and savings, at constant 2005 prices, 2005-15
                                                    • Selling to women is an environmental issue...
                                                      • Figure 5: Trends in the age structure of the UK population, by gender, 2005-15
                                                    • ...with 2012 a golden opportunity
                                                      • Figure 6: Agreement with the statement ‘The London 2012 Olympics will have a positive effect on ordinary people’s lives’, by gender, 2009
                                                    • Will the Third Age ever take first place?
                                                      • Figure 7: Third age sports and hobbies behaviour, by gender, age and socio-economic group, 2009
                                                    • Upwardly mobile, increasingly active
                                                      • Figure 8: Forecast adult population trends, by socio-economic group, 2005-15
                                                    • Clothing and footwear price deflation a long-running theme
                                                      • Figure 9: Deflation in clothing and footwear, 1999-2009
                                                    • Major events: Minor opportunities?
                                                      • Can 2012 break the pattern?
                                                        • Figure 10: Agreement with the statement: ‘The London 2012 Olympics will have a positive effect on ordinary people’s lives’, by demographics, 2009
                                                      • Government policy creates participants but not purchasers
                                                      • Competitive Context

                                                        • Key points
                                                          • Fashion status keeps sports sector competitive
                                                            • Figure 11: Consumer expenditure on selected leisure goods and activities, 2005-09
                                                            • Figure 12: UK retail value sales of sports clothing and footwear, and men’s and women’s outerwear and footwear, 2005-09
                                                          • Non-specialists muscling in
                                                            • Bricks v clicks
                                                              • Figure 13: Leading sports retail websites, February 2009-February 2010
                                                            • Shops just a window for the web?
                                                            • Strengths and Weaknesses in the Market

                                                                • Strengths
                                                                  • Weaknesses
                                                                  • Who’s Innovating?

                                                                    • Key points
                                                                      • Innovation a novel concept
                                                                        • Too much ground to make up in social networking race?
                                                                          • Pimp my stride: Customisation comes to the high street
                                                                            • Standalones benefit brands alone
                                                                              • On your marks, get set, press power button...
                                                                              • Market Size, Segmentation and Forecast

                                                                                • Key points
                                                                                  • Market value only temporarily discounted
                                                                                    • Figure 14: Consumer expenditure on sports goods, 2005-15
                                                                                  • Fashion keeps changing, but equipment must endure
                                                                                    • Figure 15: Consumer expenditure on sports goods, by sector, 2005-09
                                                                                  • Independents increasingly isolated
                                                                                  • Companies and Products

                                                                                    • Key points
                                                                                      • Major players dominate a market keen on consolidation
                                                                                        • Blacks Leisure
                                                                                            • Figure 16: Blacks Leisure Group, annual financials, 2008-09
                                                                                            • Figure 17: Blacks Leisure Group, interim results, 2008-09
                                                                                          • Decathlon
                                                                                              • Figure 18: Decathlon UK annual results, 2007-08
                                                                                            • Intersport
                                                                                              • JD Sports
                                                                                                  • Figure 19: JD Sports, annual results, 2009-10
                                                                                                • JJB Sports
                                                                                                    • Figure 20: JJB Sports, annual results, 2008-09
                                                                                                    • Figure 21: JJB Sports, interim results 2008-09
                                                                                                  • Sports Direct
                                                                                                      • Figure 22: Acquisitions by Sports Direct, 2002-08
                                                                                                      • Figure 23: Sports Direct, financial results, 2008-09
                                                                                                      • Figure 24: Sports Direct, interim half-year results, 2008-09
                                                                                                  • Where Do We Buy Sports Goods?

                                                                                                    • Key points
                                                                                                      • Sports kit: British national dress?
                                                                                                        • Figure 25: Stores from which sportswear or sports goods were bought in the last 12 months, March 2010
                                                                                                      • Buyin’ it for the kids
                                                                                                        • JJB still nation’s favourite
                                                                                                          • Supermarkets turn convenience stores
                                                                                                            • The many shop at few, but only few shop at many
                                                                                                              • Figure 26: Number of types of stores from which sportswear or sports goods were bought in the last 12 months, March 2010
                                                                                                            • JJB and JD linked by more than initials
                                                                                                              • Non-specialists stick to what they know
                                                                                                                • Loyalty stops browsers side-stepping the till
                                                                                                                • How Much Do We Spend?

                                                                                                                  • Key points
                                                                                                                    • Few centurions when shoppers go in to bat
                                                                                                                      • Figure 27: Expenditure on sportswear or sports goods in the last 12 months, March 2010
                                                                                                                    • Big spenders head for specialists
                                                                                                                    • Attitudes Towards Shopping For Sports Goods

                                                                                                                      • Key points
                                                                                                                        • Online v in-store: More web opportunities than threats
                                                                                                                          • Figure 28: Attitudes towards shopping for sportswear or sports goods, March 2010
                                                                                                                        • Fashionistas seek shop fit, participants want web prices
                                                                                                                          • JJB v Sports Direct: Planned purchasing v impulse buying
                                                                                                                            • Play hard, spend hard
                                                                                                                              • Brand value lies with manufacturers...
                                                                                                                                • ...as long as we know what we’re looking for
                                                                                                                                • Sports Participation – Habits and Attitudes

                                                                                                                                  • Key points
                                                                                                                                    • Young players line up in fashion stakes
                                                                                                                                      • Figure 29: Attitudes towards sportswear or sports goods, March 2010
                                                                                                                                    • Older players cling on to the brands of their youth
                                                                                                                                      • Independents cover all player bases
                                                                                                                                        • Do we get what we hope we’re paying for?
                                                                                                                                        • Sports Goods Target Groups

                                                                                                                                          • Key points
                                                                                                                                            • Figure 30: Sports goods target groups, March 2010
                                                                                                                                          • Serious Sportsmen
                                                                                                                                            • Bad Sports
                                                                                                                                              • Fringe Players
                                                                                                                                                • Crossover Casuals
                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                    • Figure 31: Incidence of feeling overweight, 2005-09
                                                                                                                                                    • Figure 32: Sports club membership, by sport, 2007-10
                                                                                                                                                • Appendix – Broader Market Environment

                                                                                                                                                    • Figure 33: Forecast adult population trends, by lifestage, 2005-15
                                                                                                                                                • Appendix – Where Do We Buy Sports Goods?

                                                                                                                                                    • Figure 34: Most popular stores from which sportswear or sports goods were bought in the last 12 months, by demographics, March 2010
                                                                                                                                                    • Figure 35: Next most popular stores from which sportswear or sports goods were bought in the last 12 months, by demographics, March 2010
                                                                                                                                                    • Figure 36: Other stores from which sportswear or sports goods were bought in the last 12 months, by demographics, March 2010
                                                                                                                                                    • Figure 37: Least popular stores from which sportswear or sports goods were bought in the last 12 months, by demographics, March 2010
                                                                                                                                                    • Figure 38: Stores from which sportswear or sports goods were bought in the last 12 months, by most popular stores from which sportswear or sports goods were bought in the last 12 months, March 2010
                                                                                                                                                    • Figure 39: Stores from which sportswear or sports goods were bought in the last 12 months, by next most popular stores from which sportswear or sports goods were bought in the last 12 months, March 2010
                                                                                                                                                    • Figure 40: Stores from which sportswear or sports goods were bought in the last 12 months, by other stores from which sportswear or sports goods were bought in the last 12 months, March 2010
                                                                                                                                                    • Figure 41: Stores from which sportswear or sports goods were bought in the last 12 months, by least popular stores from which sportswear or sports goods were bought in the last 12 months, March 2010
                                                                                                                                                    • Figure 42: Repertoire of stores from which sportswear or sports goods were bought in the last 12 months, by demographics, March 2010
                                                                                                                                                    • Figure 43: Stores from which sportswear or sports goods were bought in the last 12 months, by repertoire of stores from which sportswear or sports goods were bought in the last 12 months, March 2010
                                                                                                                                                    • Figure 44: Expenditure on sportswear or sports goods in the last 12 months, by repertoire of stores from which sportswear or sports goods were bought in the last 12 months, March 2010
                                                                                                                                                    • Figure 45: Repertoire of stores from which sportswear or sports goods were bought in the last 12 months, by attitudes towards shopping for sportswear or sports goods, March 2010
                                                                                                                                                    • Figure 46: Repertoire of stores from which sportswear or sports goods were bought in the last 12 months, by attitudes towards sportswear or sports goods, March 2010
                                                                                                                                                • Appendix – How Much Do We Spend?

                                                                                                                                                    • Figure 47: Expenditure on sportswear or sports goods in the last 12 months, by demographics, March 2010
                                                                                                                                                    • Figure 48: Expenditure on sportswear or sports goods in the last 12 months, by stores from which sportswear or sports goods were bought in the last 12 months, March 2010
                                                                                                                                                • Appendix – Attitudes Towards Shopping For Sports Goods

                                                                                                                                                    • Figure 49: Most popular attitudes towards shopping for sportswear or sports goods, by demographics, March 2010
                                                                                                                                                    • Figure 50: Next most popular attitudes towards shopping for sportswear or sports goods, by demographics, March 2010
                                                                                                                                                    • Figure 51: Other attitudes towards shopping for sportswear or sports goods, by demographics, March 2010
                                                                                                                                                    • Figure 52: Stores from which sportswear or sports goods were bought in the last 12 months, by most popular attitudes towards shopping for sportswear or sports goods, March 2010
                                                                                                                                                    • Figure 53: Stores from which sportswear or sports goods were bought in the last 12 months, by next most popular attitudes towards shopping for sportswear or sports goods, March 2010
                                                                                                                                                    • Figure 54: Stores from which sportswear or sports goods were bought in the last 12 months, by least popular attitudes towards shopping for sportswear or sports goods, March 2010
                                                                                                                                                    • Figure 55: Expenditure on sportswear or sports goods in the last 12 months, by attitudes towards shopping for sportswear or sports goods, March 2010
                                                                                                                                                    • Figure 56: Attitudes towards shopping for sportswear or sports goods, by most popular attitudes towards shopping for sportswear or sports goods, March 2010
                                                                                                                                                    • Figure 57: Attitudes towards shopping for sportswear or sports goods, by next most popular attitudes towards shopping for sportswear or sports goods, March 2010
                                                                                                                                                    • Figure 58: Attitudes towards shopping for sportswear or sports goods, by other attitudes towards shopping for sportswear or sports goods, March 2010
                                                                                                                                                • Appendix – Sports Participation – Habits and Attitudes

                                                                                                                                                    • Figure 59: Most popular attitudes towards sportswear or sports goods, by demographics, March 2010
                                                                                                                                                    • Figure 60: Next most popular attitudes towards sportswear or sports goods, by demographics, March 2010
                                                                                                                                                    • Figure 61: Other attitudes towards sportswear or sports goods, by demographics, March 2010
                                                                                                                                                    • Figure 62: Stores from which sportswear or sports goods were bought in the last 12 months, by most popular attitudes towards sportswear or sports goods, March 2010
                                                                                                                                                    • Figure 63: Stores from which sportswear or sports goods were bought in the last 12 months, by next most popular attitudes towards sportswear or sports goods, March 2010
                                                                                                                                                    • Figure 64: Stores from which sportswear or sports goods were bought in the last 12 months, by other attitudes towards sportswear or sports goods, March 2010
                                                                                                                                                    • Figure 65: Expenditure on sportswear or sports goods in the last 12 months, by attitudes towards sportswear or sports goods, March 2010
                                                                                                                                                    • Figure 66: Attitudes towards sportswear or sports goods, by most popular attitudes towards shopping for sportswear or sports goods, March 2010
                                                                                                                                                    • Figure 67: Attitudes towards sportswear or sports goods, by next most popular attitudes towards shopping for sportswear or sports goods, March 2010
                                                                                                                                                    • Figure 68: Attitudes towards sportswear or sports goods, by other attitudes towards shopping for sportswear or sports goods, March 2010
                                                                                                                                                    • Figure 69: Attitudes towards sportswear or sports goods, by most popular attitudes towards sportswear or sports goods, March 2010
                                                                                                                                                    • Figure 70: Attitudes towards sportswear or sports goods, by next most popular attitudes towards sportswear or sports goods, March 2010
                                                                                                                                                    • Figure 71: Attitudes towards sportswear or sports goods, by other attitudes towards sportswear or sports goods, March 2010
                                                                                                                                                • Appendix – Sports Goods Target Groups

                                                                                                                                                    • Figure 72: Target groups, by demographics, March 2010
                                                                                                                                                    • Figure 73: Stores from which sportswear or sports goods were bought in the last 12 months, by target groups, March 2010
                                                                                                                                                    • Figure 74: Expenditure on sportswear or sports goods in the last 12 months, by target groups, March 2010
                                                                                                                                                    • Figure 75: Attitudes towards shopping for sportswear or sports goods, by target groups, March 2010

                                                                                                                                                Companies Covered

                                                                                                                                                • Adidas
                                                                                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                • Argos
                                                                                                                                                • Asda Group Ltd
                                                                                                                                                • Blacks Outdoor Retail Ltd
                                                                                                                                                • British Market Research Bureau (BMRB)
                                                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                • Chausport
                                                                                                                                                • Co-operative Group
                                                                                                                                                • Competition Commission
                                                                                                                                                • Craghoppers Limited
                                                                                                                                                • Debenhams Total (GTV)
                                                                                                                                                • Duffer of St George
                                                                                                                                                • Fédération Internationale de Football Association
                                                                                                                                                • Field & Trek Plc
                                                                                                                                                • Government Actuary's Department (GAD)
                                                                                                                                                • Hargreaves (Sports) Ltd
                                                                                                                                                • HM Revenue & Customs
                                                                                                                                                • Homebase Ltd
                                                                                                                                                • International Olympic Committee
                                                                                                                                                • Intersport
                                                                                                                                                • J. Sainsbury
                                                                                                                                                • JD Sports Fashion plc
                                                                                                                                                • JJB Sports Plc
                                                                                                                                                • John Lewis Plc (department store)
                                                                                                                                                • Kangol
                                                                                                                                                • Karrimor International Ltd
                                                                                                                                                • Lacoste
                                                                                                                                                • Lawn Tennis Association (LTA)
                                                                                                                                                • Lidl (UK)
                                                                                                                                                • Lillywhites Ltd
                                                                                                                                                • Lion Capital
                                                                                                                                                • Lonsdale
                                                                                                                                                • Marks & Spencer
                                                                                                                                                • Next Group
                                                                                                                                                • Nike
                                                                                                                                                • Office for National Statistics
                                                                                                                                                • Office of Fair Trading
                                                                                                                                                • Original Shoe Company Ltd
                                                                                                                                                • Pentland Group PLC
                                                                                                                                                • Primark Stores Ltd
                                                                                                                                                • Reebok International Ltd
                                                                                                                                                • Sports Direct UK
                                                                                                                                                • Sportsworld GB Plc
                                                                                                                                                • T-Mobile (UK) Ltd
                                                                                                                                                • Tesco Plc
                                                                                                                                                • Timberland UK Ltd
                                                                                                                                                • Topshop old
                                                                                                                                                • Umbro International Limited
                                                                                                                                                • Virgin Media Ltd
                                                                                                                                                • Virgin Mobile
                                                                                                                                                • Vodafone Group Plc (UK)
                                                                                                                                                • Waitrose
                                                                                                                                                • Wm Morrison Supermarkets

                                                                                                                                                Sports Goods Retailing - UK - May 2010

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