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Tenpin Bowling - UK - May 2014

“Successful bowling centres will be those that cater for the industry’s two main target groups – families with young children and groups of young adults. Given that these groups tend to visit at different times, and generally have different ideals of what an entertainment venue should offer, it is vital that centres can adjust their atmosphere and facilities to suit both. A rigid environment that looks to appease both families and young people can alienate consumers, giving some centres a confused identity. ”

– Paul Davies, Senior Leisure & Technology Analyst

Some questions answered in this report include:

  • How can tenpin bowling centres encourage more regular visiting?
  • Do tenpin bowling centres have a confused identity?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Value forecast of the UK tenpin bowling market, 2008-18
            • Companies, brands and innovations
              • MFA Bowl strikes with new acquisitions
                • Figure 2: Leading tenpin bowling operators, by number of sites, April 2014
              • The consumer
                • A third of consumers have gone tenpin bowling in the last year
                  • Figure 3: Tenpin bowling visiting habits, March 2014
                • Very few bowl on a regular basis
                  • Figure 4: Tenpin bowling visiting frequency, March 2014
                • Almost half of bowlers go with family
                  • Figure 5: Reasons for going tenpin bowling, March 2014
                • ‘Eat, drink, bowl’ offers drive secondary spend
                  • Figure 6: Items bought/paid for at tenpin bowling centres, March 2014
                • Building partnerships on the park can help to drive visiting
                  • Figure 7: Interest in bowling services and facilities, March 2014
                • Discounted day is still in demand
                  • Figure 8: Ways to encourage people to visit tenpin bowling centres more often, March 2014
                • Cinemas provide competition, but also partnership potential
                  • Figure 9: Attitudes towards tenpin bowling, March 2014
                • What we think
                • Issues and Insights

                    • How can tenpin bowling centres encourage more regular visiting?
                      • The facts
                        • The implications
                          • Do tenpin bowling centres have a confused identity?
                            • The facts
                              • The implications
                              • Trend Application

                                  • Trend: Boomerang Generation
                                    • Trend: Let’s Make a Deal
                                      • Mintel Futures: Generation Next
                                      • Market Drivers

                                        • Key points
                                          • Fuel prices a barrier to travelling out of town
                                            • Figure 10: Unleaded 95 Octane price per litre (pence) – UK average, January 2008-January 2014
                                          • Tenpin operators respond to rising overheads
                                            • Figure 11: Price of fuels purchased by non-domestic consumers in the United Kingdom (excluding the Climate Change Levy), 2007-13
                                          • Summer sunshine caused temporary pain in 2013
                                            • Figure 12: UK average mean temperature, rainfall and sunshine hours, 2006-14
                                            • Figure 13: Value of the UK leisure* industry, by segment, 2008-13
                                          • Consumers still have tight pockets
                                            • Figure 14: Trends in earnings versus prices, 2008-13
                                            • Figure 15: The expected return of the ‘feelgood’ factor, December 2012 and November 2013
                                          • Vouchers help cash-strapped parents to treat the kids
                                            • Figure 16: Changes in family spending habits, June 2013
                                          • Mum’s the word
                                            • Figure 17: Who influences family decisions on leisure activities, by gender of parent, June 2013
                                          • Young people are more likely to have disposable income
                                            • Figure 18: Consumers’ current financial health, by age, November 2013
                                        • Who’s Innovating?

                                          • Key points
                                            • Gourmet-style catering comes to the menu
                                              • Big events start to become big business
                                                • Cricket fans bowled over by virtual net
                                                  • CRM software can help to boost engagement
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Focus on boosting secondary spend points towards growth
                                                        • Figure 19: Value of the UK tenpin bowling market, 2008-18
                                                      • Centres have switched hands, but total number remains stable
                                                        • Figure 20: UK tenpin bowling centres, 2007-13
                                                      • Forecast
                                                        • Figure 21: Value forecast of the UK tenpin bowling market, 2008-18
                                                      • Forecast methodology
                                                      • Segment Performance

                                                        • Key points
                                                          • Centres pin hopes on a better secondary offer
                                                            • Figure 22: UK tenpin bowling expenditure, by segment, 2008-13
                                                        • Market Share

                                                          • Key points
                                                            • MFA Bowl strikes with new acquisitions
                                                              • Figure 23: Leading tenpin bowling operators, by number of sites and lanes, April 2014
                                                          • Companies and Products

                                                            • Key points
                                                              • The Original Bowling Company Ltd
                                                                  • Figure 24: The Original Bowling Company, key financial data, 2012 and 2013
                                                                • MFA Bowl Ltd
                                                                  • Essenden plc
                                                                      • Figure 25: Essenden plc, key financial data, 2009-13
                                                                    • Bowlplex Ltd
                                                                        • Figure 26: Bowlplex Limited, key financial data, 2012 and 2013
                                                                      • Big Apple Entertainments Ltd
                                                                          • Figure 27: Big Apple Entertainments Ltd, key financial data, 2011 and 2012
                                                                        • NAMCO Operations Europe Ltd
                                                                            • Figure 28: NAMCO Operations Europe Limited, key financial data, 2008-13
                                                                          • All Star Leisure Group Ltd
                                                                              • Figure 29: All Star Leisure Group Ltd, sales trend, by site, 2010/11 and 2011/12
                                                                            • Bloomsbury Leisure Holdings Ltd
                                                                            • Brand Communication and Promotion

                                                                              • Key points
                                                                                • Boutiques continue to engage tweeters
                                                                                    • Figure 30: Facebook Likes and Twitter followers for tenpin bowling operators, March 2014
                                                                                  • Missing a mobile opportunity
                                                                                    • Figure 31: Trends in numbers of unique visitors to the websites of leading tenpin bowling operators, March 2013 – March 2014
                                                                                • The Consumer – Tenpin Bowling Visiting Habits

                                                                                  • Key points
                                                                                    • A third of consumers have gone tenpin bowling in the last year
                                                                                      • Figure 32: Tenpin bowling visiting habits, March 2014
                                                                                    • More than half of young men bowl
                                                                                      • A popular activity for parents with young children
                                                                                        • Figure 33: Proportion of people who have been tenpin bowling in the last 12 months, by age of children in household, March 2014
                                                                                      • Very few bowl on a regular basis
                                                                                        • Figure 34: Tenpin bowling visiting frequency, March 2014
                                                                                    • The Consumer – Tenpin Bowling Occasions

                                                                                      • Key points
                                                                                        • Almost half of bowlers go with family
                                                                                          • Figure 35: Reasons for going tenpin bowling, March 2014
                                                                                        • Three fifths of over-35s take family when going bowling
                                                                                          • Figure 36: Reasons for going tenpin bowling, by age, March 2014
                                                                                        • Organised events prop up seasonal business
                                                                                        • The Consumer – Secondary Expenditure at Bowling Centres

                                                                                          • Key points
                                                                                            • ‘Eat, drink, bowl’ offers drive secondary spend
                                                                                              • Figure 37: Items bought/paid for at tenpin bowling centres, March 2014
                                                                                            • Packages should be designed for health-conscious families
                                                                                              • Figure 38: Items bought/paid for at tenpin bowling centres, by presence of children in home, March 2014
                                                                                            • Organised parties are lucrative all round
                                                                                              • Figure 39: Items bought/paid for at tenpin bowling centres, by reasons for going tenpin bowling, March 2014
                                                                                            • Opportunity for all-encompassing loyalty schemes
                                                                                              • Figure 40: Items bought/paid for at tenpin bowling centres, by number of times people have been tenpin bowling in the last 12 months, March 2014
                                                                                          • The Consumer – Interest in Bowling Services and Facilities

                                                                                            • Key points
                                                                                              • Building partnerships on the park can help to drive visiting
                                                                                                • Figure 41: Interest in bowling services and facilities, March 2014
                                                                                              • Rewards, offers and modernised lanes appeal most to under-35s
                                                                                                • Figure 42: Interest in bowling services and facilities, by age, March 2014
                                                                                              • Initiatives likely to drive more repeat business than draw in a new crowd
                                                                                                • Figure 43: Interest in bowling services and facilities, by tenpin bowling visiting habits, March 2014
                                                                                            • The Consumer – Ways to Encourage People to Go Bowling More Often

                                                                                              • Key points
                                                                                                • Discounted day is still in demand
                                                                                                  • Figure 44: Ways to encourage people to visit tenpin bowling centres more often, March 2014
                                                                                                • A broader offer will attract a younger crowd
                                                                                                  • Figure 45: Ways to encourage people to visit tenpin bowling centres more often – under-35s vs over-35s, March 2014
                                                                                                • Caring for children could be a way to stand out
                                                                                                • The Consumer – Attitudes towards Tenpin Bowling

                                                                                                  • Key points
                                                                                                    • Cinemas provide competition, but also partnership potential
                                                                                                      • Figure 46: Attitudes towards tenpin bowling, March 2014
                                                                                                    • A quarter of non-recent bowlers assume booking is crucial
                                                                                                      • Figure 47: Attitudes towards tenpin bowling, by tenpin bowling visiting habits, March 2014
                                                                                                    • Young people put off by short game times
                                                                                                      • Figure 48: Attitudes towards tenpin bowling, by age, March 2014
                                                                                                  • Appendix – Market Size

                                                                                                      • Figure 49: Value forecast of the UK tenpin bowling market, best- and worst-case scenarios, 2013-18
                                                                                                  • Appendix – The Consumer – Tenpin Bowling Visiting Habits

                                                                                                      • Figure 50: Tenpin bowling visiting habits, March 2014
                                                                                                      • Figure 51: Tenpin bowling visiting habits, by demographics, March 2014
                                                                                                      • Figure 52: Tenpin bowling visiting frequency, March 2014
                                                                                                      • Figure 53: Tenpin bowling visiting frequency, by demographics, March 2014
                                                                                                  • Appendix – The Consumer – Tenpin Bowling Occasions

                                                                                                      • Figure 54: Reasons for going tenpin bowling, March 2014
                                                                                                      • Figure 55: Reasons for going tenpin bowling, by demographics, March 2014
                                                                                                      • Figure 56: Reasons for going tenpin bowling, by tenpin bowling visiting frequency, March 2014
                                                                                                  • Appendix – The Consumer – Secondary Expenditure at Bowling Centres

                                                                                                      • Figure 57: Items bought/paid for at tenpin bowling centres, March 2014
                                                                                                      • Figure 58: Most popular items bought/paid for at tenpin bowling centres, by demographics, March 2014
                                                                                                      • Figure 59: Next most popular items bought/paid for at tenpin bowling centres, by demographics, March 2014
                                                                                                      • Figure 60: Other items bought/paid for at tenpin bowling centres, by demographics, March 2014
                                                                                                      • Figure 61: Items bought/paid for at tenpin bowling centres, by most popular items bought/paid for at tenpin bowling centres, March 2014
                                                                                                      • Figure 62: Items bought/paid for at tenpin bowling centres, by next most popular items bought/paid for at tenpin bowling centres, March 2014
                                                                                                      • Figure 63: Items bought/paid for at tenpin bowling centres, by other items bought/paid for at tenpin bowling centres, March 2014
                                                                                                      • Figure 64: Items bought/paid for at tenpin bowling centres, by tenpin bowling visiting frequency, March 2014
                                                                                                      • Figure 65: Items bought/paid for at tenpin bowling centres, by reasons for going tenpin bowling, March 2014
                                                                                                  • Appendix – The Consumer – Interest in Bowling Services and Facilities

                                                                                                      • Figure 66: Interest in bowling services and facilities, March 2014
                                                                                                      • Figure 67: Interest in bowling services and facilities, by demographics, March 2014
                                                                                                      • Figure 68: Interest in bowling services and facilities, by demographics, March 2014 (continued)
                                                                                                      • Figure 69: Interest in bowling services and facilities, by tenpin bowling visiting habits, March 2014
                                                                                                      • Figure 70: Interest in bowling services and facilities, by tenpin bowling visiting frequency, March 2014
                                                                                                      • Figure 71: Interest in bowling services and facilities, by reasons for going tenpin bowling, March 2014
                                                                                                  • Appendix – The Consumer – Ways to Encourage People to Go Bowling More Often

                                                                                                      • Figure 72: Ways to encourage people to visit tenpin bowling centres more often, March 2014
                                                                                                      • Figure 73: Ways to encourage people to visit tenpin bowling centres more often, by demographics, March 2014
                                                                                                      • Figure 74: Ways to encourage people to visit tenpin bowling centres more often, by demographics, March 2014 (continued)
                                                                                                      • Figure 75: Ways to encourage people to visit tenpin bowling centres more often, by demographics, March 2014 (continued)
                                                                                                      • Figure 76: Ways to encourage people to visit tenpin bowling centres more often, by tenpin bowling visiting habits, March 2014
                                                                                                  • Appendix – The Consumer – Attitudes towards Tenpin Bowling

                                                                                                      • Figure 77: Attitudes towards tenpin bowling, March 2014
                                                                                                      • Figure 78: Attitudes towards tenpin bowling, by demographics, March 2014
                                                                                                      • Figure 79: Attitudes towards tenpin bowling, by demographics, March 2014 (continued)
                                                                                                      • Figure 80: Attitudes towards tenpin bowling, by attitudes towards tenpin bowling, March 2014
                                                                                                      • Figure 81: Attitudes towards tenpin bowling, by attitudes towards tenpin bowling, March 2014 (continued)
                                                                                                      • Figure 82: Attitudes towards tenpin bowling, by tenpin bowling visiting habits, March 2014
                                                                                                      • Figure 83: Attitudes towards tenpin bowling, by reasons for going tenpin bowling, March 2014

                                                                                                  Companies Covered

                                                                                                  • All Star Lanes
                                                                                                  • American Amusements Ltd
                                                                                                  • AMF Bowling Worldwide Inc
                                                                                                  • Bloomsbury Bowling Lanes
                                                                                                  • Bowlplex
                                                                                                  • British Sky Broadcasting Group plc (BSkyB)
                                                                                                  • Costa
                                                                                                  • Essenden
                                                                                                  • Gala Bingo Limited
                                                                                                  • Georgica PLC
                                                                                                  • Grupo Santander UK
                                                                                                  • Hollywood Bowl
                                                                                                  • Mitchells & Butlers Plc
                                                                                                  • Namco Ltd
                                                                                                  • Newbury Leisure Ltd
                                                                                                  • Westfield Group

                                                                                                  Tenpin Bowling - UK - May 2014

                                                                                                  £1,995.00 (Excl.Tax)