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Tenpin Bowling - UK - May 2017

“The industry is currently half way on a journey between the old-style bowling alley and its hoped-for new destination as a modern, multi-generational entertainment centre providing a light-hearted competitive social experience, where bowling is increasingly blended with other forms of activity alongside an enhanced dining offer.”
– John Worthington, Senior Analyst

This Report discusses the following key topics:

  • ‘Family first’ but younger adults should not be overlooked
  • Corporate sector offers growth potential 
  • Bowling has fallen behind on food & beverage
  • Pop-up bowling
  • Appealing to an older demographic

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • Market value up 20% in past three years
            • Figure 1: Value forecast of the UK tenpin bowling market, 2011-21
          • Consolidation leaves big three
            • Figure 2: Top 10 tenpin bowling operators, by percentage market share of lanes, May 2017
          • Hollywood in vanguard of new product development
            • Family visits increasing
              • Figure 3: Tenpin bowling occasions over the past 12 months, March 2017
            • Family app potential
              • Figure 4: Method of booking last visit to tenpin bowling, March 2017
            • Food is key issue
              • Figure 5: Facilities and services which would encourage visitors to choose a tenpin bowling venue, March 2017
            • What we think
            • Issues and Insights

              • ‘Family first’ but younger adults should not be overlooked
                • The facts
                  • The implications
                    • Corporate sector offers growth potential
                      • The facts
                        • The implications
                          • Bowling has fallen behind on food & beverage
                            • The facts
                              • The implications
                                • Pop-up bowling
                                  • The facts
                                    • The implications
                                      • Appealing to an older demographic
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Market revival stimulated by corporate activity
                                              • Tenpin bowling outperforming overall leisure sector
                                                • Further growth expected but rising living costs could be a risk
                                                  • Increasing secondary expenditure is a key strategic goal
                                                    • Low frequency remains a challenge
                                                      • Multi-generational leisure opportunities
                                                      • Market Size, Segmentation & Forecast

                                                        • Market value grows 7% in 2016
                                                          • Further rise of 23% forecast during next five years
                                                            • Figure 6: Value of the UK tenpin bowling market, 2011-21
                                                            • Figure 7: Value forecast of the UK tenpin bowling market, 2011-21
                                                          • Secondary spend accounts for half of revenue
                                                            • Figure 8: UK tenpin bowling estimated expenditure, by segment, 2016
                                                          • Industry moves away from heavy discounting culture
                                                          • Market Background

                                                            • Economy continues to grow but uncertainty looms ahead
                                                                • Figure 9: UK average weekly earnings (excluding bonuses)* vs CPI inflation, percentage change year-on-year, June 2014-february 2017
                                                              • Around three in 10 consumers regard their financial situation as healthy
                                                                • Figure 10: Consumers’ current financial health, by age, March 2017
                                                              • Under-35s express relatively high levels of financial health
                                                                • How centres can appeal to younger adult generation
                                                                  • Grandparents offer opportunities in older market
                                                                    • Bowling one of the fastest growth activities in 2016
                                                                      • Casual dining is the dominant leisure sector
                                                                          • Figure 11: Value of the leisure industry*, by segment, 2011-16
                                                                        • Frequency of visit still lags behind cinema, theatre and live sports
                                                                          • Figure 12: Frequency of leisure activity participation in the past 12 months, August 2016
                                                                        • Less than half of consumers are within a 15-minute drive of a bowling centre
                                                                          • Pop-up potential
                                                                            • Multi-generational activity should be a core marketing message
                                                                                • Figure 13: Factors influencing choice of venue for family groups to visit, November 2015
                                                                            • Companies & Launch Activity – What You Need to Know

                                                                              • Industry moves further towards leaner, more branded model
                                                                                • Leading three operators control over half of lanes
                                                                                  • New entrant QLP typifies new industry model
                                                                                    • Hollywood Bowl and Tenpin account for over half of market value
                                                                                      • Boutique bowling looks set for expansion
                                                                                        • Hollywood driving new wave of product development
                                                                                          • Tenpin focussing on broader entertainment offer
                                                                                            • MFA lags behind modernisation curve but has launched two innovations
                                                                                              • Growing gulf between standard of venues and customer experience
                                                                                              • Market Share & Supply

                                                                                                • Centres steady but lane numbers have fallen
                                                                                                  • Figure 14: UK tenpin bowling centres, 2007-17
                                                                                                • Consolidation leaves ‘big three’ in stronger position
                                                                                                    • Figure 15: Leading tenpin bowling operators, by number of sites and lanes, May 2017
                                                                                                  • Other operators
                                                                                                    • Boutique bowling
                                                                                                      • Single centre sites
                                                                                                        • Branded chains now control 69% of market supply by lanes
                                                                                                          • Market share by value
                                                                                                            • Figure 16: Leading tenpin bowling operators*, by revenue, March 2017
                                                                                                        • Product Innovation

                                                                                                          • Americana branding
                                                                                                            • VIP bowling
                                                                                                              • Food revamp
                                                                                                                • Wear your own shoes
                                                                                                                  • Multi-activity
                                                                                                                    • QLP typifies new prototype
                                                                                                                      • Trampolining & footbowl
                                                                                                                        • All Star re-launches boutique concept
                                                                                                                          • Player incentives
                                                                                                                          • The Consumer – What You Need to Know

                                                                                                                            • Around one in three adults go bowling
                                                                                                                              • Families are most likely to go but still outnumbered by those without kids
                                                                                                                                • But family visits have risen by six points since 2014
                                                                                                                                  • Corporate opportunities outside London
                                                                                                                                    • Almost half of bookings are made online
                                                                                                                                      • Food & beverage spend is down, but spend on other activities is up since 2014
                                                                                                                                        • Appearance, cost and food score lowest satisfaction levels
                                                                                                                                          • And higher quality food is seen as biggest incentive to visit a centre
                                                                                                                                            • Other activities seen as high priority in family market
                                                                                                                                            • Tenpin Bowling Visiting Habits

                                                                                                                                              • Overall penetration remains steady
                                                                                                                                                • Figure 17: Participation in tenpin bowling, March 2017
                                                                                                                                              • Families are most up for bowling
                                                                                                                                                • Broad socio-economic profile
                                                                                                                                                  • Figure 18: Profile of tenpin bowling customers over the past 12 months, March 2017
                                                                                                                                                • No change seen in frequency yet but some brands claim rising footfall
                                                                                                                                                  • Figure 19: Frequency of tenpin bowling over the past 12 months, March 2017
                                                                                                                                                • Rise in family occasions
                                                                                                                                                  • Figure 20: Tenpin bowling occasions over the past 12 months, March 2017
                                                                                                                                                • Corporate event bowlers are likely to return on personal occasions
                                                                                                                                                  • Figure 21: Number of reasons for going tenpin bowling over the past 12 months, March 2017
                                                                                                                                              • Tenpin Bowling Booking

                                                                                                                                                • Two thirds of bowlers book in advance
                                                                                                                                                  • Figure 22: Method of booking last visit to tenpin bowling, March 2017
                                                                                                                                                • Families and frequent visitors are the most likely mobile bookers
                                                                                                                                                • Tenpin Bowling Secondary Spend

                                                                                                                                                  • Mums most likely to buy meals
                                                                                                                                                      • Figure 23: Other items purchased at tenpin bowling venue on last visit, April 2017
                                                                                                                                                  • Tenpin Bowling Customer Satisfaction

                                                                                                                                                    • Overall satisfaction high but concerns remain over food, décor and price
                                                                                                                                                      • Figure 24: Customer satisfaction with last visit to a tenpin bowling venue, March 2017
                                                                                                                                                      • Figure 25: Overall customer satisfaction with last visit to a tenpin bowling venue, March 2017
                                                                                                                                                  • Tenpin Bowling Incentives & Opportunities

                                                                                                                                                    • Better food seen as biggest priority
                                                                                                                                                      • Child-friendly versus adult-only
                                                                                                                                                        • Figure 26: Facilities & services which would encourage visitors to choose a tenpin bowling venue, March 2017
                                                                                                                                                        • Figure 27: Facilities & services which would encourage visitors to choose a tenpin bowling venue, by experience of tenpin bowling, March 2017
                                                                                                                                                      • Half of bowlers interested in VIP lanes
                                                                                                                                                        • Bowled over on first date
                                                                                                                                                          • Bowling tuition
                                                                                                                                                            • Workplace competition
                                                                                                                                                              • Figure 28: Facilities & services which would encourage visitors to choose a tenpin bowling venue, by tenpin bowling occasions, March 2017
                                                                                                                                                          • Appendix

                                                                                                                                                            • Definitions
                                                                                                                                                              • Abbreviations

                                                                                                                                                              Companies Covered

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

                                                                                                                                                              Tenpin Bowling - UK - May 2017

                                                                                                                                                              US $2,672.70 (Excl.Tax)