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Sports Goods Retailing - UK - May 2011

The market this report looks at includes sports clothing, footwear and equipment, which is defined as:

  • sports clothing, eg tracksuits, swimwear, hooded sweatshirts, accessories (gloves, caps etc)
  • sports footwear, eg trainers, running shoes, football boots, ski boots
  • sports equipment, eg tennis racquets, golf clubs and balls, trampolines, snooker tables.

All items of clothing and footwear that are specifically designed for sport are included, whether these items are worn when participating in a particular sport (described by retailers as ‘activewear’ or ‘performance’ items) or worn as casualwear. This includes items carrying a well-known branded logo and items produced under a clothing retailer’s own-label.

Some exclusions have been made from the list of products bought by consumers for active leisure, because they represent highly specialised markets. Among these are: boats, boating and sailing products; any other vehicles used for sport; and equipment and apparel for horse riding, fishing, hunting and shooting.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Sports goods retailing market size and forecast, 2005-15
            • Recovery quick out of the blocks but pace to slow over longer distance
              • Non-sports buying increases importance of clothing sector
                • Participation growth may no longer deliver the goods
                  • Companies, brands and innovation
                    • Figure 2: Sports goods retail outlets, by company, April 2011
                  • Sports Direct set to strengthen market leadership
                    • Top two power ahead with or without takeover target rivals
                      • Innovation pops back into a market going mobile and social
                        • The consumer
                          • Figure 3: Frequency of sports goods purchasing, March 2011
                        • Fashion v function determines frequency of purchase
                          • Mainstream buyers branch out, while indies can target the grey pound
                            • Enjoyment and exercise benefits push buyers’ buttons
                              • Figure 4: Attitudes towards sports goods retailing, March 2011
                            • What we think
                            • Issues in the Market

                                • How can retailers prevent slowing participation growth damaging their businesses?
                                  • How great is the Olympic opportunity really?
                                    • Where does the future of the independent sector lie?
                                      • What is the threat of online retailing to bricks-and-mortar stores?
                                        • How can consumers be persuaded to buy sports goods more frequently?
                                          • Which shops appeal to which consumers?
                                          • Future Opportunities

                                              • Trend: Experience Is All
                                                • Trend: Alpha Moms
                                                • Internal Market Environment

                                                  • Key points
                                                    • Retailers cannot rely on rising rates of play
                                                      • Figure 5: Trends in agreement with selected lifestyle statements, 2006-10
                                                    • Participation still a singles game
                                                      • Figure 6: Trends in sports/activities played or taken part in regularly, 2006-10
                                                    • Subbing club members
                                                      • Figure 7: Trends in sports club membership, 2006-10
                                                    • Club together to limit fallout from cuts
                                                      • Sport v fashion: Playing for both sides
                                                      • Broader Market Environment

                                                        • Key points
                                                          • Two-tier recovery challenges middle market
                                                            • Can team sports retailers defy the ageing process?
                                                              • Figure 8: Trends in the age structure of the UK population, by gender, 2005-15
                                                            • Keeping pace with the Joneses
                                                              • Figure 9: Forecast adult population trends, by socio-economic group, 2005-15
                                                            • Will women’s market take its Olympic opportunity?
                                                              • Figure 10: Agreement with the lifestyle statement ‘The London 2012 Olympics will have a positive effect on ordinary people's lives’, by gender, 2009 and 2010
                                                            • Decade of deflation comes to an end
                                                              • Figure 11: Deflation in clothing and footwear, 2000-10
                                                          • Competitive Context

                                                            • Key points
                                                              • Sport spending stays strong
                                                                • Figure 12: Consumer expenditure on selected leisure goods and activities, 2005-10
                                                              • Sports goods buying still all about trying
                                                                • Figure 13: Leading sports retail websites, by total unique visitors, February 2009-February 2011
                                                            • Strengths and Weaknesses in the Market

                                                                • Strengths
                                                                  • Weaknesses
                                                                  • Who’s Innovating?

                                                                    • Key points
                                                                      • World Cup pop-ups
                                                                        • Train to succeed
                                                                          • Mobiles only for fashion?
                                                                            • Shopping a team sport
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • Recovery to set steady pace
                                                                                  • Figure 14: Consumer expenditure on sports goods, 2006-15
                                                                                  • Figure 15: Forecast of consumer expenditure on sports goods, 2005-15
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Recession extends replacement cycle
                                                                                    • Figure 16: Consumer expenditure on sports goods, by sector, 2007-11
                                                                                • Market Share

                                                                                  • Key points
                                                                                    • Major players carving up market segments
                                                                                      • Figure 17: Sports goods retail outlets, by company, 2011
                                                                                  • Companies and Products

                                                                                    • Key points
                                                                                      • Major players
                                                                                        • Sports Direct
                                                                                            • Figure 18: Key financials for Sports Direct International Plc, 2009 and 2010
                                                                                          • JD Sports
                                                                                              • Figure 19: Key financials for JD Sports Fashion Plc, 2010 and 2011
                                                                                            • Blacks Leisure
                                                                                                • Figure 20: Key financials for Blacks Leisure Group Plc, 2009 and 2010
                                                                                              • JJB Sports
                                                                                                  • Figure 21: Key financials for JJB Sports plc, 2009 and 2010
                                                                                                • Decathlon
                                                                                                    • Figure 22: Key financials for Decathlon UK Limited, 2008 and 2009
                                                                                                  • Intersport International Corporation
                                                                                                    • STAG Buying Group
                                                                                                    • Brand Communication and Promotion

                                                                                                      • Key points
                                                                                                        • Retailers rediscover appetite for adspend
                                                                                                          • Figure 23: Sports goods advertising spend, 2006-10
                                                                                                          • Figure 24: Leading sports goods retailers’ advertising spend, by media type, 2006-10
                                                                                                        • Clarity of offer gives value to advertising
                                                                                                          • Figure 25: Leading sports goods retailers’ advertising spend, by retailer, 2010
                                                                                                        • No consensus on channel choice
                                                                                                        • How Often Do We Buy Sports Goods?

                                                                                                          • Key points
                                                                                                            • Fashion sells frequency
                                                                                                              • Figure 26: Frequency of purchasing sports goods, March 2011
                                                                                                            • Are independents losing expert status?
                                                                                                              • The family that plays together buys together
                                                                                                              • Which Sports Do We Buy For?

                                                                                                                • Key points
                                                                                                                  • Would Sir like a tennis racquet to go with the wristband?
                                                                                                                    • Figure 27: Most popular sports, by participation and purchasing of footwear, clothing and equipment, 2010
                                                                                                                  • Purchasers prioritise essentials
                                                                                                                    • Figure 28: Sports for which consumers purchase participation goods, March 2011
                                                                                                                • Where Do We Shop For Sports Goods?

                                                                                                                  • Key points
                                                                                                                    • Sports Direct closes in on JJB
                                                                                                                      • Figure 29: Sports goods retailers purchased from, March 2011
                                                                                                                      • Figure 30: Purchasing from sports goods retailers, by age and affluence, March 2011
                                                                                                                    • Grey future for independents?
                                                                                                                      • Shoppers spread their wings
                                                                                                                        • Figure 31: Number of sports goods retailers purchased from, March 2011
                                                                                                                      • Buy as you play
                                                                                                                      • What Do We Think About Sports Goods Purchasing?

                                                                                                                        • Key points
                                                                                                                          • It’s the taking part that counts...
                                                                                                                            • Figure 32: Attitudes towards sports goods purchasing, March 2011
                                                                                                                          • ...or is it the brand?
                                                                                                                            • A new set of questions for shop staff to answer
                                                                                                                              • Committed are hard to catch, casuals are slower to spend
                                                                                                                              • Sports Goods Retailing Target Groups

                                                                                                                                • Key points
                                                                                                                                  • Figure 33: Sports goods retailing target groups, March 2011
                                                                                                                                • Sport Shop Strangers
                                                                                                                                  • What do they think and do?
                                                                                                                                    • Who are they?
                                                                                                                                      • Indie Fans
                                                                                                                                        • What do they think and do?
                                                                                                                                          • Sure-footed Competitors
                                                                                                                                            • What do they think and do?
                                                                                                                                              • Gadget Inspectors
                                                                                                                                                • What do they think and do?
                                                                                                                                                  • Who are they?
                                                                                                                                                  • Appendix – Competitive Context

                                                                                                                                                      • Figure 34: Goods/services bought online, December 2010
                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                      • Figure 35: Forecast for consumer expenditure on sports goods, best- and worst-case scenarios, 2010-15
                                                                                                                                                  • Appendix – Segment Performance

                                                                                                                                                      • Figure 36: Forecast for consumer expenditure on sports clothing, best- and worst-case scenarios, 2010-15
                                                                                                                                                      • Figure 37: Forecast for consumer expenditure on sports footwear, best- and worst-case scenarios, 2010-15
                                                                                                                                                      • Figure 38: Forecast for consumer expenditure on sports equipment (including bicycles), best- and worst-case scenarios, 2010-15
                                                                                                                                                  • Appendix – Brand Communication and Promotion

                                                                                                                                                      • Figure 39: Above-the-line advertising spend for Blacks Leisure, by media type, 2006-10
                                                                                                                                                      • Figure 40: Above-the-line advertising spend for Intersport GB, by media type, 2006-10
                                                                                                                                                      • Figure 41: Above-the-line advertising spend for Decathlon Sports Megastore, by media type, 2006-10
                                                                                                                                                      • Figure 42: Above-the-line advertising spend for JD Sports, by media type, 2006-10
                                                                                                                                                      • Figure 43: Above-the-line advertising spend for sportsdirect.com, by media type, 2006-10
                                                                                                                                                      • Figure 44: Above-the-line advertising spend for JJB Sports Plc, by media type, 2006-10
                                                                                                                                                  • Appendix – How Often Do We Buy Sports Goods?

                                                                                                                                                      • Figure 45: Sports footwear purchasing habits, by demographics, March 2011
                                                                                                                                                      • Figure 46: Sports clothing purchasing habits, by demographics, March 2011
                                                                                                                                                      • Figure 47: Sports equipment purchasing habits, by demographics, March 2011
                                                                                                                                                      • Figure 48: Sports footwear purchasing habits, by participation goods purchased for swimming, March 2011
                                                                                                                                                      • Figure 49: Sports footwear purchasing habits, by participation goods purchased for keep fit/aerobics, March 2011
                                                                                                                                                      • Figure 50: Sports footwear purchasing habits, by participation goods purchased for cycling, March 2011
                                                                                                                                                      • Figure 51: Sports footwear purchasing habits, by participation goods purchased for jogging, March 2011
                                                                                                                                                      • Figure 52: Sports footwear purchasing habits, by participation goods purchased for hiking/rambling, March 2011
                                                                                                                                                      • Figure 53: Sports footwear purchasing habits, by participation goods purchased for weight training/gym, March 2011
                                                                                                                                                      • Figure 54: Sports footwear purchasing habits, by participation goods purchased for football, March 2011
                                                                                                                                                      • Figure 55: Sports footwear purchasing habits, by participation goods purchased for golf, March 2011
                                                                                                                                                      • Figure 56: Sports clothing purchasing habits, by participation goods purchased for swimming, March 2011
                                                                                                                                                      • Figure 57: Sports clothing purchasing habits, by participation goods purchased for keep fit/aerobics, March 2011
                                                                                                                                                      • Figure 58: Sports clothing purchasing habits, by participation goods purchased for cycling, March 2011
                                                                                                                                                      • Figure 59: Sports clothing purchasing habits, by participation goods purchased for jogging, March 2011
                                                                                                                                                      • Figure 60: Sports clothing purchasing habits, by participation goods purchased for hiking/rambling, March 2011
                                                                                                                                                      • Figure 61: Sports clothing purchasing habits, by participation goods purchased for weight training/gym, March 2011
                                                                                                                                                      • Figure 62: Sports clothing purchasing habits, by participation goods purchased for football, March 2011
                                                                                                                                                      • Figure 63: Sports clothing purchasing habits, by participation goods purchased for golf, March 2011
                                                                                                                                                      • Figure 64: Sports equipment purchasing habits, by participation goods purchased for swimming, March 2011
                                                                                                                                                      • Figure 65: Sports equipment purchasing habits, by participation goods purchased for keep fit/aerobics, March 2011
                                                                                                                                                      • Figure 66: Sports equipment purchasing habits, by participation goods purchased for cycling, March 2011
                                                                                                                                                      • Figure 67: Sports equipment purchasing habits, by participation goods purchased for jogging, March 2011
                                                                                                                                                      • Figure 68: Sports equipment purchasing habits, by participation goods purchased for hiking/rambling, March 2011
                                                                                                                                                      • Figure 69: Sports equipment purchasing habits, by participation goods purchased for weight training/gym, March 2011
                                                                                                                                                      • Figure 70: Sports equipment purchasing habits, by participation goods purchased for football, March 2011
                                                                                                                                                      • Figure 71: Sports equipment purchasing habits, by participation goods purchased for golf, March 2011
                                                                                                                                                  • Appendix – Which Sports Do We Buy For?

                                                                                                                                                      • Figure 72: Participation goods purchased for swimming, by demographics, March 2011
                                                                                                                                                      • Figure 73: Participation goods purchased for keep fit/aerobics, by demographics, March 2011
                                                                                                                                                      • Figure 74: Participation goods purchased for cycling, by demographics, March 2011
                                                                                                                                                      • Figure 75: Participation goods purchased for jogging, by demographics, March 2011
                                                                                                                                                      • Figure 76: Participation goods purchased for hiking/rambling, by demographics, March 2011
                                                                                                                                                      • Figure 77: Participation goods purchased for weight training/gym, by demographics, March 2011
                                                                                                                                                      • Figure 78: Participation goods purchased for football, by demographics, March 2011
                                                                                                                                                      • Figure 79: Participation goods purchased for golf, by demographics, March 2011
                                                                                                                                                      • Figure 80: Sports for which consumers purchase participation goods, by most popular attitudes towards sports goods purchasing, March 2011
                                                                                                                                                      • Figure 81: Sports for which consumers purchase participation goods, by next most popular attitudes towards sports goods purchasing, March 2011
                                                                                                                                                      • Figure 82: Sports for which consumers purchase participation goods, by other attitudes towards sports goods purchasing, March 2011
                                                                                                                                                  • Appendix – Where Do We Shop for Sports Goods?

                                                                                                                                                      • Figure 83: Most popular sports goods retailers purchased from, by demographics, March 2011
                                                                                                                                                      • Figure 84: Next most popular sports goods retailers purchased from, by demographics, March 2011
                                                                                                                                                      • Figure 85: Other sports goods retailers purchased from, by demographics, March 2011
                                                                                                                                                      • Figure 86: Repertoire of sports goods retailers purchased from, by demographics, March 2011
                                                                                                                                                      • Figure 87: Sports goods retailers purchased from, by most popular sports goods retailers purchased from, March 2011
                                                                                                                                                      • Figure 88: Sports goods retailers purchased from, by next most popular sports goods retailers purchased from, March 2011
                                                                                                                                                      • Figure 89: Sports goods retailers purchased from, by other sports goods retailers purchased from, March 2011
                                                                                                                                                      • Figure 90: Sports goods retailers purchased from, by sports footwear purchasing habits, March 2011
                                                                                                                                                      • Figure 91: Sports goods retailers purchased from, by sports clothing purchasing habits, March 2011
                                                                                                                                                      • Figure 92: Sports goods retailers purchased from, by sports equipment purchasing habits, March 2011
                                                                                                                                                      • Figure 93: Sports goods retailers purchased from, by participation goods purchased for swimming, March 2011
                                                                                                                                                      • Figure 94: Sports goods retailers purchased from, by participation goods purchased for keep fit/aerobics, March 2011
                                                                                                                                                      • Figure 95: Sports goods retailers purchased from, by participation goods purchased for cycling, March 2011
                                                                                                                                                      • Figure 96: Sports goods retailers purchased from, by participation goods purchased for jogging, March 2011
                                                                                                                                                      • Figure 97: Sports goods retailers purchased from, by participation goods purchased for hiking/rambling, March 2011
                                                                                                                                                      • Figure 98: Sports goods retailers purchased from, by participation goods purchased for weight training/gym, March 2011
                                                                                                                                                      • Figure 99: Sports goods retailers purchased from, by participation goods purchased for football, March 2011
                                                                                                                                                      • Figure 100: Sports goods retailers purchased from, by participation goods purchased for golf, March 2011
                                                                                                                                                      • Figure 101: Sports goods retailers purchased from, by participation goods purchased for athletics/running, March 2011
                                                                                                                                                      • Figure 102: Sports goods retailers purchased from, by participation goods purchased for cricket, March 2011
                                                                                                                                                      • Figure 103: Sports goods retailers purchased from, by participation goods purchased for tennis, March 2011
                                                                                                                                                      • Figure 104: Sports goods retailers purchased from, by repertoire of sports goods retailers purchased from, March 2011
                                                                                                                                                  • Appendix – What Do We Think About Sports Goods Purchasing?

                                                                                                                                                      • Figure 105: Most popular attitudes towards sports goods purchasing, by demographics, March 2011
                                                                                                                                                      • Figure 106: Next most popular attitudes towards sports goods purchasing, by demographics, March 2011
                                                                                                                                                      • Figure 107: Attitudes towards sports goods purchasing, by sports footwear purchasing habits, March 2011
                                                                                                                                                      • Figure 108: Attitudes towards sports goods purchasing, by sports clothing purchasing habits, March 2011
                                                                                                                                                      • Figure 109: Attitudes towards sports goods purchasing, by sports equipment purchasing habits, March 2011
                                                                                                                                                      • Figure 110: Attitudes towards sports goods purchasing, by purchase of participation goods for swimming, March 2011
                                                                                                                                                      • Figure 111: Attitudes towards sports goods purchasing, by purchase of participation goods for keep fit/aerobics, March 2011
                                                                                                                                                      • Figure 112: Attitudes towards sports goods purchasing, by purchase of participation goods for cycling, March 2011
                                                                                                                                                      • Figure 113: Attitudes towards sports goods purchasing, by purchase of participation goods for jogging, March 2011
                                                                                                                                                      • Figure 114: Attitudes towards sports goods purchasing, by purchase of participation goods for hiking/rambling, March 2011
                                                                                                                                                      • Figure 115: Attitudes towards sports goods purchasing, by purchase of participation goods for weight training/gym, March 2011
                                                                                                                                                      • Figure 116: Attitudes towards sports goods purchasing, by purchase of participation goods for football, March 2011
                                                                                                                                                      • Figure 117: Attitudes towards sports goods purchasing, by purchase of participation goods for golf, March 2011
                                                                                                                                                      • Figure 118: Attitudes towards sports goods purchasing, by purchase of participation goods for athletics/running, March 2011
                                                                                                                                                      • Figure 119: Attitudes towards sports goods purchasing, by most popular sports goods retailers purchased from, March 2011
                                                                                                                                                      • Figure 120: Attitudes towards sports goods purchasing, by next most popular sports goods retailers purchased from, March 2011
                                                                                                                                                      • Figure 121: Attitudes towards sports goods purchasing, by other sports goods retailers purchased from, March 2011
                                                                                                                                                      • Figure 122: Attitudes towards sports goods purchasing, by least popular sports goods retailers purchased from, March 2011
                                                                                                                                                      • Figure 123: Attitudes towards sports goods purchasing, by most popular attitudes towards sports goods purchasing, March 2011
                                                                                                                                                      • Figure 124: Attitudes towards sports goods purchasing, by next most popular attitudes towards sports goods purchasing, March 2011
                                                                                                                                                      • Figure 125: Attitudes towards sports goods purchasing, by other attitudes towards sports goods purchasing, March 2011
                                                                                                                                                  • Appendix – Sports Goods Retailing Target Groups

                                                                                                                                                      • Figure 126: Target groups, by demographics, March 2011
                                                                                                                                                      • Figure 127: Attitudes towards sports goods purchasing, by target groups, March 2011
                                                                                                                                                      • Figure 128: Sports footwear purchasing habits, by target groups, March 2011
                                                                                                                                                      • Figure 129: Sports clothing purchasing habits, by target groups, March 2011
                                                                                                                                                      • Figure 130: Sports equipment purchasing habits, by target groups, March 2011
                                                                                                                                                      • Figure 131: Sports for which consumers purchase participation goods, by target groups, March 2011
                                                                                                                                                      • Figure 132: Sports goods retailers purchased from, by target groups, March 2011

                                                                                                                                                  Companies Covered

                                                                                                                                                  • Berghaus Ltd
                                                                                                                                                  • Blacks Outdoor Retail Ltd
                                                                                                                                                  • Cinema Advertising Association
                                                                                                                                                  • Dunlop Slazenger Group Ltd
                                                                                                                                                  • Financial Services Authority (The)
                                                                                                                                                  • Football Association (The)
                                                                                                                                                  • Gilesports Plc
                                                                                                                                                  • Hargreaves (Sports) Ltd
                                                                                                                                                  • JD Sports Fashion plc
                                                                                                                                                  • JJB Sports Plc
                                                                                                                                                  • K Swiss Inc.
                                                                                                                                                  • Kukri Sports Ltd
                                                                                                                                                  • Lacoste
                                                                                                                                                  • Lawn Tennis Association (LTA)
                                                                                                                                                  • London Development Agency
                                                                                                                                                  • Lonsdale
                                                                                                                                                  • Newcastle United PLC
                                                                                                                                                  • Nike
                                                                                                                                                  • Oxylane (Décathlon)
                                                                                                                                                  • Pentland Group PLC
                                                                                                                                                  • Reebok International Ltd
                                                                                                                                                  • Speedo International Ltd
                                                                                                                                                  • Sport England
                                                                                                                                                  • Sports Direct UK
                                                                                                                                                  • Umbro International Limited

                                                                                                                                                  Sports Goods Retailing - UK - May 2011

                                                                                                                                                  £1,995.00 (Excl.Tax)