2020
9
US Sporting Trends for Kids and Teens Market Report 2020
2020-08-27T14:08:13+01:00
OX987008
3695
122835
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Report
en_GB
“Participation in youth sports is a critical component to the overall development of children. Unfortunately, the industry has seen participation rates decreasing in recent years – a trend that is…

US Sporting Trends for Kids and Teens Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Sporting Trends for Kids and Teens: : Inc Impact of COVID-19 – US market, and the behaviours, statistics, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This Report will explore sports participation rates for kids and teens in the US, parents’ perceptions of various sports as well as how those are impacting participation decisions, the barriers and opportunities to participation and how brands are engaging with kids and teens through sports. The Report also explores the current state of youth sports, including how leagues, organizations and families are handling the pause in play due to the COVID-19 pandemic and what factors will shape the future of youth sports once play resumes.

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Expert analysis from a specialist in the field

Written by Colin O’Brien, a leading analyst in the Leisure sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Participation in youth sports is a critical component to the overall development of children. Unfortunately, the industry has seen participation rates decreasing in recent years – a trend that is surely to increase as a result of COVID-19. Moving forward, Mintel expects to see more initiatives and creative offerings from youth sports organizations encouraging participation, with increased support from professional sports teams, national and local brands, schools, and more Colin O’Brien
Sports Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • The US youth sports market
              • Waning participation rates
                • Figure 1: Top 10 boys’ and girls’ sports and participants, with year-over-year change
              • Importance and value of youth sports
                • Safety is the number one concern
                  • Impact of COVID-19 on Youth Sports
                    • Figure 2: Short-, medium- and longer-term impact of COVID-19 on nonprofessional sports and youth sports, May 2020
                  • Key takeaways
                    • Youth sports participation is widespread and diverse
                      • Figure 3: Youth sports household participation, January 2020
                    • Children grow into the sports decision maker
                      • Figure 4: Youth sports decision maker, by children in household, January 2020
                    • Parents are most wary of the safety of football and hockey
                      • Figure 5: Perceived health risks, by sport, January 2020
                    • Youth sports activities are incredibly beneficial to children’s holistic health
                      • Figure 6: Youth sports health benefits attitudes, January 2020
                    • Kids emulate and watch their favorite athletes
                      • Figure 7: Professional sports influence on children, January 2020
                    • What it means
                    • Impact of COVID-19 on Youth Sports

                      • What you need to know
                          • Figure 8: Short-, medium- and longer term impact of COVID-19 on non-professional sports and youth sports, May 2020
                        • Opportunities and Threats
                          • COVID-19 creates catastrophic financial impact on youth sports organizations
                            • The rise of low-contagion sports
                              • Personal and at home sporting equipment surges
                                • Figure 9: Dick’s Sporting Goods promotes outdoor activities
                              • Youth eSports’ big break
                                • Figure 10: KitKat becomes eSports sponsor
                              • Sharpening physical and educational skills virtually
                                • Figure 11: Increasing use of virtual training programs
                              • Impact on the US youth sports market
                                • Waning participation rates / stoppage in play
                                  • Figure 12: Top 10 boys’ and girls’ sports and participants, with year over year change
                                  • Figure 13: Core sport participation by demographic
                                  • Figure 14: Project Play’s “Don’t Retire, Kid” initiative
                                • Unemployment could lead to reduction in number of sports children play and a scale back on spending
                                  • Figure 15: Unemployment, January 2007-May 2020
                                  • Figure 16: Sports equipment condition, by children in household, January 2020
                                  • Figure 17: Providing support to youth sports programs
                                • How the COVID-19 crisis will affect youth sport’s key consumer segments
                                  • Household income will create more of a divide in youth sports
                                    • Figure 18: Youth sports household participation, by number of sports played, by household income, January 2020
                                    • Figure 19: MLB reviving baseball in inner cities program
                                    • Figure 20: Brands provide support for local youth sports
                                  • Participation among younger children is most at risk
                                    • Figure 21: USA Field Hockey and US Lacrosse dual sport clinic for beginners
                                  • How a COVID-19 recession will reshape the US youth sports industry
                                    • Youth sports programs forced to fold
                                      • Participation rates will falter yet again
                                        • COVID-19: US Context
                                        • The Landscape – What You Need to Know

                                          • Importance and value of youth sports
                                            • Demographics play a large part in youth sports participation rate
                                              • Youth sports participation on the decline (even before COVID-19)
                                                • Safety is the number one concern
                                                  • Increasing youth sports participation is a team effort
                                                  • Sports Participation by Household

                                                    • Youth sports participation is widespread and diverse
                                                      • Figure 22: Youth sports household participation, January 2020
                                                      • Figure 23: Youth sports household participation, by number of sports played, January 2020
                                                    • Age of children impacts choice of sport
                                                      • Figure 24: Youth sports household participation, by children in household, January 2020
                                                      • Figure 25: Youth sports household participation, by number of sports played, by children in household, January 2020
                                                    • Higher-income households have higher youth sports participation
                                                      • Figure 26: Youth sports household participation, by household income, January 2020
                                                      • Figure 27: Youth sports household participation, by number of sports played, by household income, January 2020
                                                  • The Youth Sports Decline

                                                    • Waning participation rates
                                                      • Figure 28: Top 10 boys’ and girls’ sports and participants, with year-over-year change
                                                      • Figure 29: Core sport participation by demographic
                                                      • Figure 30: Children quit sports by age 11 on average
                                                    • Safety cause for concern
                                                      • Measures to combat decline: Aspen Institute’s 8 Plays
                                                          • Figure 31: New York Rangers promoting hockey in Harlem
                                                      • The Consumer – What You Need to Know

                                                        • Children grow into the sports decision maker
                                                          • Safety is the number one concern for parents, especially for football and hockey
                                                            • Lack of interest is the number one barrier for children
                                                              • Children look to favorite athletes and brands when picking sports equipment
                                                                • Youth sports activities are beneficial to overall development
                                                                • The Sports Decision Making

                                                                  • Children grow into the decision maker
                                                                    • Figure 32: Youth sports decision maker, by children in household, January 2020
                                                                  • Enjoyment and talent drive participation decisions
                                                                      • Figure 33: Youth sports decision process, by children in household, January 2020
                                                                      • Figure 34: Youth sports decision process, by race and Hispanic origin, January 2020
                                                                  • Barriers for Parents and Children

                                                                    • Parents are most wary of the safety of football and hockey
                                                                        • Figure 35: Perceived health risks, by sport, January 2020
                                                                        • Figure 36: Youth tackle football falling participation figures
                                                                      • Cost is the most important commitment
                                                                        • Figure 37: Commitments, by sport, January 2020
                                                                      • Sports must increase interest to be considered
                                                                        • Figure 38: Barriers to participation for children, January 2020
                                                                        • Figure 39: Sports appeal through video games
                                                                    • Sports Equipment

                                                                      • Youth sports vary drastically in associated costs
                                                                        • Figure 40: Average annual family youth sports spending on one child, by sport and by expense
                                                                      • I’ll wear what they’re wearing
                                                                          • Figure 41: Nike signature basketball shoes athletes
                                                                        • Condition of sporting equipment
                                                                          • Used equipment more common among younger athletes
                                                                            • Figure 42: Sports equipment condition, by children in household, January 2020
                                                                          • Higher-income households look more to new equipment
                                                                            • Figure 43: Sports equipment condition, by household income, January 2020
                                                                            • Figure 44: Parental equipment purchasing attitudes, January 2020
                                                                            • Figure 45: Charities for youth sports in underprivileged communities
                                                                        • Parental Sporting Attitudes

                                                                          • Importance of youth sports for children’s health
                                                                            • Figure 46: Youth sports health benefits attitudes, January 2020
                                                                          • Children should avoid early sport specialization
                                                                              • Figure 47: Steve Nash on importance of multisport youth athletes
                                                                              • Figure 48: Multisport importance parental attitude, by education, January 2020
                                                                              • Figure 49: Youth sports household participation, by number of sports played, by education, January 2020
                                                                            • Parental attendance at games is beneficial for both parents and children
                                                                              • Figure 50: Parents youth sports attendance, by household income, January 2020
                                                                            • Kids want to be like their favorite players
                                                                              • Figure 51: Be Like Mike
                                                                              • Figure 52: Professional sports influence on children, January 2020
                                                                            • Sports helps kids grow on and off the field
                                                                                • Figure 53: Youth sports development benefits, January 2020
                                                                            • Appendix – Data Sources and Abbreviations

                                                                              • Data sources
                                                                                • Fan chart forecast
                                                                                  • Consumer survey data
                                                                                    • Consumer qualitative research
                                                                                      • Abbreviations and terms
                                                                                        • Abbreviations
                                                                                          • Charts
                                                                                            • Figure 54: Youth sports household participation, by race and Hispanic origin, January 2020
                                                                                            • Figure 55: Youth sports household participation, by geographic area, January 2020
                                                                                            • Figure 56: Youth sports household participation, by number of sports played, by geographic area, January 2020
                                                                                            • Figure 57: Youth sports decision maker, by gender, January 2020
                                                                                            • Figure 58: Youth sports decision maker, by geographic area, January 2020
                                                                                            • Figure 59: Permission to play, by sport, January 2020

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