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Tenpin Bowling - UK - November 2011

“The prospect that the further falls in consumer confidence and corporate trade which seem likely to result from the financial crisis afflicting the eurozone could cause another operator to go under cannot be ruled out.”

– Michael Oliver, Senior Leisure & Media Analyst

Some questions answered in the report include:

  • Will there be further consolidation or business failures in the market?
  • How can tenpin bowling operators attract new players?
  • How can tenpin bowling operators encourage existing players to come more often/spend more?
  • Is there potential to attract back lapsed bowlers and how big is this market?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: The UK tenpin bowling market, 2006-16
            • Market factors
              • Figure 2: Trends in number of tenpin bowling sites in the UK, 2004-11
            • Companies, brands and innovation
              • Figure 3: UK tenpin bowling market shares, by number of sites, November 2011
            • The consumer
              • Figure 4: Tenpin bowling chains ever visited, August 2011
              • Figure 5: Frequency of tenpin bowling, August 2011
              • Figure 6: Number of games played on last visit, August 2011
              • Figure 7: Items bought/paid for on last tenpin bowling visit, August 2011
              • Figure 8: Factors which might encourage people to go tenpin bowling more often, August 2011
            • What we think
            • Issues in the Market

                • Will there be further consolidation or business failures in the market?
                  • How can tenpin bowling operators attract new players?
                    • How can tenpin bowling operators encourage existing players to come more often/spend more?
                      • Is there potential to attract back lapsed bowlers and how big is this market?
                      • Future Opportunities

                          • Trend: Make it Mine
                            • Trend: Guiding Choice
                            • Internal Market Environment

                              • Key points
                                • Achieving work/life balance becomes harder
                                  • Figure 9: Working hours and leisure time, 2007-11
                                • Site numbers hold steady despite tough trading environment
                                  • Figure 10: UK tenpin bowling centres, 2004-11
                                • Driving footfall
                                  • Figure 11: Levels of car ownership among UK tenpin bowling-playing adults, 2007-11
                                  • Figure 12: Unleaded 95 Octane price per litre (pence) – UK average, January 2006-July 2011
                                  • Figure 13: Average distance travelled by private modes, index, 1995/97-2010
                                  • Figure 14: Annual mileage of private cars, 1995/97-2010
                                • Fuelling overhead cost rises
                                  • Figure 15: Price of fuels purchased by non-domestic consumers in the United Kingdom (excluding the Climate Change Levy), 2006-11
                                • Leisure developments on the wane
                                  • Figure 16: Existing retail or leisure developments in the UK, 2006-11
                                • Weather is big influence on demand
                                  • Figure 17: UK average mean temperature, rainfall and sunshine hours, 2006-11
                              • Broader Market Environment

                                • Key points
                                  • Economy casts cloud over leisure spending
                                    • Figure 18: GDP, PDI, consumer expenditure and savings, at constant 2011 prices, 2006-16
                                    • Figure 19: GDP quarterly percentage change, Q1 2006-Q2 2011
                                    • Figure 20: Trends in the level of consumer confidence, January 2008-October 2011
                                  • Youth unemployment a concern
                                    • Figure 21: Unemployment rate, by age group, June 2011-August 2011
                                  • Youth population set to shrink
                                    • Figure 22: Trends in the age structure of the UK population, 2006-16
                                  • Mid-market growth prospects?
                                    • Figure 23: Forecast adult population trends, by socio-economic group, 2006-16
                                  • Tendency to bowl increases with household size
                                    • Figure 24: UK households, by size, 2006-16
                                  • The digital generation
                                    • Figure 25: Electronic products/services have at home, 2009-11
                                    • Figure 26: Broadband penetration, by demographics, July 11
                                • Competitive Context

                                  • Key points
                                    • A small area of consumer leisure spending
                                      • Figure 27: Consumer expenditure* on selected leisure activities, 2006-10
                                    • Key trend: affordable escapism
                                      • A dearth of genuine innovation relative to other industries?
                                        • Virtual competition
                                        • Who’s Innovating?

                                          • Key points
                                            • BowlSole tackles concerns about hired shoes
                                              • Pop-up bowling with Pin-up
                                                • Bowlplex and SEGA join forces
                                                  • BPAA tries to revive league bowling in the US
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Tough times for tenpin
                                                        • Figure 28: The UK tenpin bowling market, 2006-16
                                                      • Forecast
                                                        • Figure 29: Value forecasts of UK tenpin bowling market, 2006-16
                                                      • Forecast methodology
                                                      • Segment Performance

                                                        • Key points
                                                          • Secondary spending takes a hit
                                                            • Figure 30: UK tenpin bowling expenditure, by segment, 2006-11
                                                          • Families market under pressure
                                                            • Corporate demand recovers but set for another fall?
                                                              • Boutique bowling sales still behind pre-recession levels
                                                                • Leagues suffer from lifestyle changes
                                                                  • Machines remain an important source of revenue
                                                                    • Online sales still relatively small
                                                                    • Market Share

                                                                      • Key points
                                                                        • Newly merged Original Bowling Company takes market leadership
                                                                          • Figure 31: Leading tenpin bowling operators, by number of sites and lanes, November 2011
                                                                      • Companies and Products

                                                                        • All Star Leisure Group Ltd
                                                                            • Figure 32: All Star Leisure Group Ltd., key financial data, 2009 and 2010*
                                                                            • Figure 33: All Star Leisure Group Ltd, sales trends by site, 2007-10
                                                                          • Big Apple Entertainments Ltd
                                                                              • Figure 34: American Amusements Limited, key financial data, 2007-10
                                                                              • Figure 35: Big Apple Entertainments Limited, key financial data, 2007-10
                                                                            • Bloomsbury Leisure Holdings Ltd
                                                                              • Bowlplex Ltd
                                                                                  • Figure 36: Bowlplex Limited, key financial data, 2007-11
                                                                                • Essenden plc
                                                                                    • Figure 37: Essenden plc, key financial data, 2006-10
                                                                                  • Garland Leisure Ltd
                                                                                    • NAMCO Operations Europe Ltd
                                                                                        • Figure 38: NAMCO Operations Europe Limited, key financial data, 2007-10
                                                                                      • Newbury Leisure Ltd
                                                                                          • Figure 39: Newbury Leisure Limited, key financial data, 2006-10
                                                                                        • The Original Bowling Company Ltd
                                                                                            • Figure 40: 9524 Trading [formerly AMF Bowling (Traditional)], key financial data, 2006-09
                                                                                        • Brand Communication and Promotion

                                                                                          • Key points
                                                                                            • Original Bowling Company leads the way
                                                                                              • Figure 41: Main media advertising expenditure of leading tenpin bowling operators, 2006-11
                                                                                            • Radio is favoured medium
                                                                                              • Figure 42: Main media advertising expenditure of leading tenpin bowling operators, by media type, 2006-10
                                                                                            • Digital takes over
                                                                                              • Figure 43: Trends in numbers of unique visitors to the websites of leading tenpin bowling operators, September 2010-September 2011
                                                                                            • Hollywood Bowl excels on Facebook but boutiques master Twitter
                                                                                              • Figure 44: Facebook Likes and Twitter followers for tenpin bowling operators, November 2011
                                                                                            • Industry co-operates to build business
                                                                                            • Where Have People Bowled?

                                                                                              • Key points
                                                                                                • Over eight in ten adults have bowled
                                                                                                  • Figure 45: Tenpin bowling chains ever visited, August 2011
                                                                                                • Tenpin bowler demographic characteristics
                                                                                                  • Hollywood Bowl and AMF Bowling brands have the most overlap
                                                                                                    • Figure 46: Tenpin bowling chains ever visited, by most popular tenpin bowling chains ever visited, August 2011
                                                                                                    • Figure 47: Tenpin bowling chains ever visited, by next most popular tenpin bowling chains ever visited, August 2011
                                                                                                • How Often Do People Go Bowling?

                                                                                                  • Key points
                                                                                                    • Half of bowlers haven’t been in the past year
                                                                                                      • Figure 48: Frequency of tenpin bowling, August 2011
                                                                                                    • Characteristics of past year bowlers
                                                                                                      • Tenpin and Bowlplex particularly successful in encouraging multiple visits
                                                                                                        • Figure 49: Frequency of tenpin bowling, by most popular tenpin bowling chains ever visited, August 2011
                                                                                                        • Figure 50: Frequency of tenpin bowling, by next most popular tenpin bowling chains ever visited, August 2011
                                                                                                    • How Many Games Do People Play?

                                                                                                      • Key points
                                                                                                        • Two games per visit is most popular choice
                                                                                                          • Figure 51: Number of games played on last visit, August 2011
                                                                                                        • Heavier bowlers more likely to play more games
                                                                                                          • Figure 52: Number of games played on last visit, by frequency of tenpin bowling in past 12 months, August 2011
                                                                                                        • AMF visitors more likely than Hollywood Bowl visitors to play three games…
                                                                                                          • Figure 53: Number of games played on last visit, by most popular tenpin bowling chains ever visited, August 2011
                                                                                                        • …but Tenpin and Bowlplex more successful than both
                                                                                                          • Figure 54: Number of games played on last visit, by next most popular tenpin bowling chains ever visited, August 2011
                                                                                                      • Secondary Expenditure at Bowling Centres

                                                                                                        • Key points
                                                                                                          • Almost nine in ten spend on ancillary items
                                                                                                            • Figure 55: Items bought/paid for when tenpin bowling, August 2011
                                                                                                          • Significant variations in purchase evident by gender
                                                                                                            • Potential for upselling snacks to alcohol purchasers?
                                                                                                              • Figure 56: Items bought/paid for when tenpin bowling, by most popular items bought/paid for when tenpin bowling, August 2011
                                                                                                            • Clear correlation between games played and ancillary purchases
                                                                                                              • Figure 57: Items bought/paid for when tenpin bowling, by number of games played on last visit, August 2011
                                                                                                            • Frequent bowlers also more likely to spend on ancillary items
                                                                                                              • Figure 58: Items bought/paid for when tenpin bowling, by frequency of tenpin bowling, August 2011
                                                                                                            • Tenpin and AMF excel with their food offer
                                                                                                              • Figure 59: Items bought/paid for when tenpin bowling, by most popular tenpin bowling chains ever visited, August 2011
                                                                                                              • Figure 60: Items bought/paid for when tenpin bowling, by next most popular tenpin bowling chains ever visited, August 2011
                                                                                                          • What Might Encourage People to Go More Often?

                                                                                                            • Key points
                                                                                                              • Discount day is big hit
                                                                                                                • Figure 61: Factors which might encourage people to go tenpin bowling more often, August 2011
                                                                                                              • All-inclusive deals provide certainty
                                                                                                                • Child-free bowling appeals
                                                                                                                  • Adults-only nights appeal particularly to alcohol drinkers and gamers
                                                                                                                    • Figure 62: Factors which might encourage people to go tenpin bowling more often, by most popular items bought/paid for when tenpin bowling, August 2011
                                                                                                                  • Tenpin Ltd customers keenest on discount day
                                                                                                                    • Figure 63: Factors which might encourage people to go tenpin bowling more often, by most popular tenpin bowling chains ever visited, August 2011
                                                                                                                    • Figure 64: Factors which might encourage people to go tenpin bowling more often, by next most popular tenpin bowling chains ever visited, August 2011
                                                                                                                • Tenpin Bowling Target Groups

                                                                                                                  • Key points
                                                                                                                    • Target groups dictated by discounts and deals
                                                                                                                      • Figure 65: Tenpin bowling target groups, August 2011
                                                                                                                    • Discount Day and Meal Deal-Driven
                                                                                                                      • Discount Day and Drink Deal-Driven
                                                                                                                        • Drink Deal-Driven Only
                                                                                                                          • Open To Change
                                                                                                                            • Disinterested
                                                                                                                              • Visitors open to innovation twice as likely to visit Tenpin brand as average
                                                                                                                                • Figure 66: Tenpin bowling chains ever visited, by target groups, August 2011
                                                                                                                              • Visitors open to innovation most likely to have been bowling in past year
                                                                                                                                • Figure 67: Frequency of tenpin bowling, by target groups, August 2011
                                                                                                                              • Open To Change most likely to have played more than three games on last visit…
                                                                                                                                • Figure 68: Number of games played on last visit, by target groups, August 2011
                                                                                                                              • …and to buy ancillary items
                                                                                                                                • Figure 69: Items bought/paid for when tenpin bowling, by target groups, August 2011
                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                • Figure 70: UK tenpin bowling market value forecast, best and worst case scenarios, 2011-16
                                                                                                                            • Appendix – Brand Communication and Promotion

                                                                                                                                • Figure 71: Trends in numbers of unique visitors to the websites of leading tenpin bowling operators, September 2010-September 2011
                                                                                                                            • Appendix – Where Have People Bowled?

                                                                                                                                • Figure 72: Most popular tenpin bowling chains ever visited, by demographics, August 2011
                                                                                                                                • Figure 73: Next most popular tenpin bowling chains ever visited, by demographics, August 2011
                                                                                                                            • Appendix – How Often Do People Go Bowling?

                                                                                                                                • Figure 74: Frequency of tenpin bowling, by demographics, August 2011
                                                                                                                            • Appendix – How Many Games Do People Play?

                                                                                                                                • Figure 75: Number of games played on last visit, by demographics, August 2011
                                                                                                                            • Appendix – Secondary Expenditure at Bowling Centres

                                                                                                                                • Figure 76: Most popular items bought/paid for when tenpin bowling, by demographics, August 2011
                                                                                                                                • Figure 77: Next most popular items bought/paid for when tenpin bowling, by demographics, August 2011
                                                                                                                                • Figure 78: Other items bought/paid for when tenpin bowling, by demographics, August 2011
                                                                                                                                • Figure 79: Items bought/paid for when tenpin bowling, by next most popular items bought/paid for when tenpin bowling, August 2011
                                                                                                                                • Figure 80: Items bought/paid for when tenpin bowling, by other items bought/paid for when tenpin bowling, August 2011
                                                                                                                            • Appendix – What Might Encourage People to Go More Often?

                                                                                                                                • Figure 81: Most popular factors which might encourage people to go tenpin bowling more often, by demographics, August 2011
                                                                                                                                • Figure 82: Next most popular factors which might encourage people to go tenpin bowling more often, by demographics, August 2011
                                                                                                                                • Figure 83: Other factors which might encourage people to go tenpin bowling more often, by demographics, August 2011
                                                                                                                                • Figure 84: Factors which might encourage people to go tenpin bowling more often, by next most popular items bought/paid for when tenpin bowling, August 2011
                                                                                                                                • Figure 85: Factors which might encourage people to go tenpin bowling more often, by other items bought/paid for when tenpin bowling, August 2011
                                                                                                                                • Figure 86: Factors which might encourage people to go tenpin bowling more often, by number of games played on last visit, August 2011
                                                                                                                                • Figure 87: Factors which might encourage people to go tenpin bowling more often, by frequency of tenpin bowling in past 12 months, August 2011
                                                                                                                            • Appendix – Tenpin Bowling Target Groups

                                                                                                                                • Figure 88: Factors which might encourage people to go tenpin bowling more often, by target groups, August 2011
                                                                                                                                • Figure 89: Target group, by demographics, August 2011

                                                                                                                            Companies Covered

                                                                                                                            • All Star Lanes
                                                                                                                            • American Amusements Ltd
                                                                                                                            • AMF Bowling Worldwide Inc
                                                                                                                            • Bloomsbury Bowling Lanes
                                                                                                                            • Bourne Leisure Group
                                                                                                                            • Bowlplex
                                                                                                                            • British Tenpin Bowling Association
                                                                                                                            • Costa
                                                                                                                            • Essenden
                                                                                                                            • Georgica PLC
                                                                                                                            • Hollywood Bowl
                                                                                                                            • MetroCentre
                                                                                                                            • Mitchells & Butlers Plc
                                                                                                                            • Namco Europe Ltd
                                                                                                                            • Newbury Leisure Ltd
                                                                                                                            • NUS [National Union of Students]
                                                                                                                            • Sega Europe
                                                                                                                            • Twitter, Inc.

                                                                                                                            Tenpin Bowling - UK - November 2011

                                                                                                                            £1,750.00 (Excl.Tax)