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Sports Participation - UK - October 2019

“The sports participation market is struggling to expand its player pool but has new potential to grow through a shift in policy and promotional focus from activity for fitness to activity for health.”
– David Walmsley, Senior Leisure Analyst

This Report will cover the following areas:

  • Fighting frailty the goal for the old
  • Mind matters more for the young
  • Video gaming helps sport level up
  • More sports set to join the lobby

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Table of contents

  1. Overview

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

          • The market
            • Playing numbers still stalled
              • Figure 1: Adult participation in sport at least twice in the previous 28 days, by type of sport played, 2016-18*
            • Spending set to slow
              • Figure 2: Forecast of consumer expenditure on participation* in sport, 2014-24
            • Bad weather a blow for cycling and football
              • Figure 3: Twice-monthly adult participation in most popular sports, November 2016-November 2017 and November 2017-November 2018
            • The consumer
              • Opportunity opening around older play
                • Figure 4: Participation in sport (net), July 2017-July 2019
              • Leading sports bounce back
                • Figure 5: Most-played sports, July 2017-July 2019
              • Spending split between clothing and shoes
                • Figure 6: Purchases made for participation in sport, July 2019
              • Sports shops hold out against online competition
                • Figure 7: Channels used to buy sports participation goods, July 2019
              • Three quarters of children take part
                • Figure 8: Children’s participation in sport, July 2019
              • Parents differ on children’s incentives
                • Figure 9: Incentives to children’s participation in sport, July 2019
              • What we think
              • Issues and Insights

                • What are the opportunities in sport’s pivot from fitness to health?
                  • The facts
                    • The implications
                      • Technology putting the play back into sport
                        • The facts
                          • The implications
                          • The Market – What You Need to Know

                            • Still no growth in playing numbers
                              • Sports spending set to slow
                                • Cycling and football losses blamed on bad weather
                                  • Facility focus on expanding use
                                    • Participation promotion follows policy pivot to health
                                    • Market Size and Forecast

                                      • Still no growth in playing population
                                        • Figure 10: Adult participation in sport at least twice in the previous 28 days, 2016-18*
                                      • Slowdown in spending on the (membership) cards
                                        • Figure 11: Forecast of consumer expenditure on participation* in sport, 2014-24
                                      • Forecast
                                        • Figure 12: Consumer expenditure on participation* in sport, 2014-24
                                      • Forecast methodology
                                      • Market Segmentation

                                        • Cycling and football hit by bad weather
                                          • Figure 13: Twice-monthly adult participation in most popular sports, November 2016-November 2017 and November 2017-November 2018
                                      • Market Drivers

                                        • Facility focus falls on expanding use and access
                                            • Figure 14: Top 10 types of registered sports facilities in England, August 2018-September 2019
                                          • Public policy prompts pivot from fitness to health
                                              • Figure 15: Impact of regular physical activity on selected health risks, 2016
                                            • Participation promotion already getting the health kick
                                                • Figure 16: Sport England We Are Undefeatable campaign, August 2019
                                              • Sport playing catch-up in technology’s data race
                                                  • Figure 17: Frequency of playing video games, by generation, April 2019
                                              • Key Players – What You Need to Know

                                                • Athletics strides out towards new targets
                                                  • Swimming membership growth ahead of schedule
                                                    • Golf for relaxation: A good walk not spoiled
                                                      • Orienteering for the 21st century
                                                        • Virtual cycling makes the break
                                                        • Launch Activity and Innovation

                                                          • Technology’s new take on mass participation events
                                                            • Virtual cycling goes racing for real
                                                              • GolfPass model lacks youth appeal
                                                                • Night rides spotlight gender gap
                                                                • Governing Bodies

                                                                  • Athletics
                                                                    • Cycling
                                                                      • Football
                                                                        • Golf
                                                                          • Swimming
                                                                            • Tennis
                                                                            • The Consumer – What You Need to Know

                                                                              • Opportunity opening around older play
                                                                                • Leading sports bounce back
                                                                                  • Spending split between clothing and shoes
                                                                                    • Sports shops hold out against online competition
                                                                                      • Three quarters of children take part
                                                                                        • Parents differ on children’s incentives
                                                                                        • Sports Participants

                                                                                          • Opportunity opening to promote older people’s play
                                                                                              • Figure 18: Participation in sport (net), July 2017-July 2019
                                                                                          • Sports Played

                                                                                            • More sports need to become a more regular fixture
                                                                                                • Figure 19: Most-played sports, July 2017-July 2019
                                                                                              • A pressing need to widen women’s interests
                                                                                                  • Figure 20: Participation in sport, by type of activity (net)*, July 2019
                                                                                              • Buying for Sport

                                                                                                • Technology investments can protect vulnerable adults
                                                                                                    • Figure 21: Purchases made for participation in sport, July 2019
                                                                                                  • High street specialists still top of the league
                                                                                                    • Figure 22: Channels used to buy sports participation goods, July 2019
                                                                                                  • Shops still score on advice
                                                                                                      • Figure 23: Sources of information used to inform purchasing of sports goods for participation purposes, July 2019
                                                                                                  • Children’s Sport

                                                                                                    • Player pool has breadth – but needs to add depth
                                                                                                        • Figure 24: Children’s participation in sport, July 2019
                                                                                                      • Higher visibility can keep up peer pressure
                                                                                                          • Figure 25: Children’s playing partners, July 2019
                                                                                                        • Parental opinion divides by gender and wealth
                                                                                                            • Figure 26: Incentives to children’s participation in sport, July 2019
                                                                                                        • Appendix – Data Sources, Abbreviation and Supporting Information

                                                                                                          • Data sources
                                                                                                            • Abbreviations
                                                                                                              • Consumer research methodology
                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                • Fan chart forecast
                                                                                                                    • Figure 27: Forecast of consumer expenditure* on participation in sport, 2019-2024

                                                                                                                Sports Participation - UK - October 2019

                                                                                                                £1,995.00 (Excl.Tax)