Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- Market size
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- Figure 1: Sales of sports goods retailers, 2006-16
- Market factors
- Companies, brands and innovation
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- Figure 2: Leading sports goods retailers, by outlet numbers, May 2012
- The consumer
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- Figure 3: Sports bought clothing, footwear or equipment for in past 12 months, February 2012
- Figure 4: Stores bought sports clothing, footwear or equipment from in past 12 months, February 2012
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- Figure 5: Attitudes towards sports goods, February 2012
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- Figure 6: Attitudes towards sports clothing and footwear, February 2012
- What we think
Issues in the Market
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- Where is short-term growth in demand for sports goods going to come from?
- Can the major chain operators sustain a nationwide retail presence in the future and do they need to?
- What does the future hold for independent sports goods retailers?
- What can retailers do to stimulate sports participation?
Future Opportunities
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- Trend: Rebirth of Cities
- Trend: Moral Brands
Internal Market Environment
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- Key points
- Participation rates drop off as sport slips down the list of priorities
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- Figure 7: Trends in agreement with selected lifestyle statements, 2007-11
- Aerobics/keep fit overhauls swimming as most popular participation sport
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- Figure 8: Trends in sports/activities played or taken part in regularly, 2007-11
- Sports club membership holds up well
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- Figure 9: Trends in sports club membership, 2007-11
- Olympics boost overplayed?
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- Figure 10: Agreement with the lifestyle statement ‘The London 2012 Olympics will have a positive effect on ordinary people’s lives’, by gender, 2010-11
- Sport England lays out strategy for next five years
Broader Market Environment
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- Key points
- Income squeeze continues but some relief in prospect
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- Figure 11: GDP, PDI, consumer expenditure and savings, at constant 2011 prices, 2006-16
- UK economy yo-yos from quarter to quarter
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- Figure 12: Trends in quarterly UK GDP, Q1 2006-Q4 2012
- Consumer confidence continues to slide
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- Figure 13: Trends in consumer confidence, January 2008-April 2012
- Age trends favour individual sports
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- Figure 14: Trends in the age structure of the UK population, by gender, 2006-16
- Upwardly mobile population benefits sports goods sector
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- Figure 15: Forecast adult population trends, by socio-economic group, 2006-16
- Clothing and footwear prices on an upward trend
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- Figure 16: Price inflation trends for clothing and footwear*, January 2006-January 2012**
Competitive Context
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- Key points
- Sport feels the pinch
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- Figure 17: Consumer expenditure on selected leisure goods and activities, 2006-11
Who’s Innovating?
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- Key points
- Ellesse pop-ups again
- GC2 ball-flight monitor
- Nike 1948 Sporting Retail store
- Ethical sports goods retailing
- Magic boots
- Smarty shoes
- SportsTraider meets a need
Market Size and Forecast
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- Key points
- Sports goods retailers’ sales tread water
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- Figure 18: Specialist sports goods retailers market size and forecast, 2006-16
- Forecast
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- Figure 19: Forecast sales of specialist sports goods retailers, 2006-16
Segment Performance
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- Key points
- Footwear steps up its game on the back of a smart revolution
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- Figure 20: Sports goods retailers’ turnover, by segment, 2006-11
Market Share
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- Key points
- Sports Direct races ahead of rivals in terms of stores…
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- Figure 21: Sports goods retail outlets, by company, 2012
- … and sales
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- Figure 22: Sports goods retailers’ market shares, 2010-11
Space Allocation Analysis
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- Figure 23: Detailed space allocation analysis for leading sports goods retailers, May 2012
- Figure 24: Space allocation by target customer, May 2012
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- Figure 25: Space allocation by function, May 2012
- Figure 26: Estimated space allocation, May 2012
- Sales estimates
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- Figure 27: Leading sports retailers, average sales density*, 2011/12
- Figure 28: Estimated sales breakdown, 2011/12
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Companies and Products
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- Key points
- Company profiles
- Dave Whelan Sports Limited
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- Figure 29: Key financial data for Dave Whelan Sports limited, 2010-11
- Decathlon
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- Figure 30: Key financial data of Decathlon UK limited, 2009-10
- Intersport International Corporation
- JD Sports Fashion plc
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- Figure 31: UK outlets of JD Sports Fashion plc, 2010-11
- Figure 32: Key financials of JD Sports Fashion plc, 2011-12
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- Figure 33: Key financial data of Blacks Leisure Group plc, 2010-11
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- Figure 34: JD Sports, summary estimated space allocation, May 2012
- Figure 35: JD Sports, estimated space allocation, May 2012
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- Figure 36: JD Sports, Sales and sales density estimates, 2010/11
- JJB Sports plc
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- Figure 37: Key financial data for JJB Sports plc, 2011-12
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- Figure 38: JJB Sports, Summary estimated space allocation, May 2012
- Figure 39: JJB Sports, estimated space allocation, May 2012
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- Figure 40: JJB Sports, Sales and sales density estimates, 2010/11
- Sports Traders Alliance Group Ltd
- Sports Direct International plc
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- Figure 41: Key financial data for Sports Direct International plc, 2010-11
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- Figure 42: Sports Direct, Summary estimated space allocation, May 2012
- Figure 43: Sports Direct, estimated space allocation, May 2012
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- Figure 44: Sports Direct, Sales and sales density estimates, 2010/11
Brand Research
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- Brand map
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- Figure 45: Attitudes towards and usage of brands in the sportswear sector, April 2012
- Correspondence analysis
- Brand attitudes
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- Figure 46: Attitudes by sportswear brand, April 2012
- Brand personality
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- Figure 47: Sportswear brand personality – macro image, April 2012
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- Figure 48: Sportswear brand personality – micro image, April 2012
- Brand experience
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- Figure 49: Sportswear brand usage, April 2012
- Figure 50: Satisfaction with various sportswear brands, April 2012
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- Figure 51: Consideration of sportswear brands, April 2012
- Figure 52: Consumer perceptions of current sportswear brand performance, April 2012
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- Figure 53: Sportswear brand recommendation – Net Promoter Score, April 2012
- Brand index
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- Figure 54: Sportswear brand index, April 2012
- Figure 55: Sportswear brand index vs. recommendation, April 2012
- Target group analysis
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- Figure 56: Target groups, April 2012
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- Figure 57: Sportswear brand usage, by target groups, April 2012
- Conformists
- Simply the Best
- Shelf Stalkers
- Habitual Shoppers
- Individualists
Brand Communication and Promotion
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- Key points
- Adspend levels recover from blight of 2008-09 recession
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- Figure 58: Sports goods advertising spend, 2008-11
- Figure 59: Leading* sports goods retailers’ advertising spend, by media type, 2008-11
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- Figure 60: Leading* sports goods retailers’ advertising spend, by retailer, 2011
- Online success holds key to future market position
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- Figure 61: Trends in unique visits to websites of leading sports goods retailers, April 2009-March 2012
Sports Bought For
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- Key points
- Seven in ten have bought in past year
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- Figure 62: Sports bought sports goods for in past 12 months, February 2012
Stores Bought From
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- Key points
- Specialists retain dominant share of purchases
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- Figure 63: Stores bought sports goods from in past 12 months, February 2012
- Sports Direct derives position from strength in football, running and gymwear
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- Figure 64: Stores bought from in past 12 months, by most popular sports bought sports goods for (any type) in past 12 months, February 2012
- Figure 65: Stores bought from in past 12 months, by next most popular sports bought sports goods for (any type) in past 12 months, February 2012
- Figure 66: Stores bought from in past 12 months, by other sports bought sports goods for (any type) in past 12 months, February 2012
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- Figure 67: Stores bought from in past 12 months, by least popular sports bought sports goods for (any type) in past 12 months, February 2012
- Repertoire analysis
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- Figure 68: Repertoire of stores bought sports goods from in past 12 months, February 2012
- Figure 69: Stores bought sports goods from in past 12 months, by repertoire of stores bought sports good from in past 12 months February 2012
- Brand crossover
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- Figure 70: Stores bought from in past 12 months, by most popular stores bought from in past 12 months, February 2012
Attitudes Towards Sports Goods
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- Key points
- Try before you buy retains strong pull but internet is increasing draw
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- Figure 71: Attitudes towards sports goods, February 2012
- Good sportswomen credit their tools
- The importance of online
- Retailer recommendations count…
- … as do peer reviews
- Try before you buy most important to buyers of running, gym and fitness goods
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- Figure 72: Attitudes towards sports goods, by most popular sports bought sports goods (any type) for in past 12 months, February 2012
- Figure 73: Attitudes towards sports goods, by next most popular sports bought sports goods (any type) for in past 12 months, February 2012
- Figure 74: Attitudes towards sports goods, by other sports bought sports goods (any type) for in past 12 months, February 2012
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- Figure 75: Attitudes towards sports goods, by least popular sports bought sports goods (any type) for in past 12 months, February 2012
Attitudes Towards Sports Clothing and Footwear
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- Key points
- Brands tread a fine line between being reasonably priced and too expensive
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- Figure 76: Attitudes towards sports clothing and footwear, February 2012
- Fashion and finance
- Brand appeal endures
- The price isn’t right
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- Figure 77: Attitudes towards sports clothing and footwear, by most popular sports bought sports goods (any type) for in past 12 months, February 2012
- Figure 78: Attitudes towards sports clothing and footwear, by next most popular sports bought sports goods (any type) for in past 12 months, February 2012
- Figure 79: Attitudes towards sports clothing and footwear, by other sports bought sports goods (any type) for in past 12 months, February 2012
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- Figure 80: Attitudes towards sports clothing and footwear, by least popular sports bought sports goods (any type) for in past 12 months, February 2012
Sports Goods Retailing Target Groups
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- Key points
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- Figure 81: Sports goods retailing target groups, February 2012
- Aficionados
- Pragmatists
- Dismissives
- Indifferents
- Aficionados and Dismissives top sports goods purchasers
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- Figure 82: Sports bought clothing, footwear or equipment for in past 12 months, by target groups, February 2012
- Figure 83: Sports bought clothing for in past 12 months, by target groups, February 2012
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- Figure 84: Sports bought footwear for in past 12 months, by target groups, February 2012
- Figure 85: Sports bought equipment for in past 12 months, by target groups, February 2012
- Sports Direct scores among Aficionados
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- Figure 86: Stores bought from in past 12 months, by target groups, February 2012
- Aficionados most positive towards sports goods
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- Figure 87: Attitudes towards sports goods, by target groups, February 2012
Appendix – Market Size and Forecast
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- Figure 88: Specialist sports goods retailers market size and forecast best and worst case scenarios, 2011-16
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Appendix – Brand Research
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- Figure 89: Brand usage, April 2012
- Figure 90: Brand commitment, April 2012
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- Figure 91: Brand momentum, April 2012
- Figure 92: Brand diversity, April 2012
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- Figure 93: Brand satisfaction, April 2012
- Figure 94: Brand recommendation, April 2012
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- Figure 95: Brand attitude, April 2012
- Figure 96: Brand image – macro image, April 2012
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- Figure 97: Brand image – micro image, April 2012
- Figure 98: Profile of target groups by demographic, April 2012
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- Figure 99: Psychographic segmentation by target group, April 2012
- Figure 100: Brand usage, by target group, April 2012
- Brand index
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- Figure 101: Brand index, April 2012
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Appendix – Brand Communication and Promotion
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- Figure 102: Trends in unique visits to websites of leading sports goods retailers, April 2009-March 2012
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Appendix – Sports Bought For
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- Figure 103: Clothing, footwear or equipment bought for any sports in past 12 months, by demographics, February 2012
- Figure 104: Clothing, footwear or equipment bought for football in past 12 months, by demographics, February 2012
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- Figure 105: Clothing, footwear or equipment bought for swimming in past 12 months, by demographics, February 2012
- Figure 106: Clothing, footwear or equipment bought for rugby in past 12 months, by demographics, February 2012
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- Figure 107: Clothing, footwear or equipment bought for cycling in past 12 months, by demographics, February 2012
- Figure 108: Clothing, footwear or equipment bought for cricket in past 12 months, by demographics, February 2012
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- Figure 109: Clothing, footwear or equipment bought for tennis in past 12 months, by demographics, February 2012
- Figure 110: Clothing, footwear or equipment bought for golf in past 12 months, by demographics, February 2012
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- Figure 111: Clothing, footwear or equipment bought for aerobics/fitness classes in past 12 months, by demographics, February 2012
- Figure 112: Clothing, footwear or equipment bought for going to the gym (excl aerobics/fitness classes) in past 12 months, by demographics, February 2012
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- Figure 113: Clothing, footwear or equipment bought for running/jogging in past 12 months, by demographics, February 2012
- Figure 114: Clothing, footwear or equipment bought for hiking/rambling in past 12 months, by demographics, February 2012
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- Figure 115: Clothing, footwear or equipment bought for badminton in past 12 months, by demographics, February 2012
- Figure 116: Clothing, footwear or equipment bought for skiing/snowboarding in past 12 months, by demographics, February 2012
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- Figure 117: Clothing, footwear or equipment bought for martial arts in past 12 months, by demographics, February 2012
- Figure 118: Clothing, footwear or equipment bought for watersports in past 12 months, by demographics, February 2012
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- Figure 119: Clothing, footwear or equipment bought for basketball in past 12 months, by demographics, February 2012
- Figure 120: Clothing, footwear or equipment bought for squash in past 12 months, by demographics, February 2012
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- Figure 121: Clothing, footwear or equipment bought for extreme sports in past 12 months, by demographics, February 2012
- Figure 122: Clothing, footwear or equipment bought for climbing in past 12 months, by demographics, February 2012
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- Figure 123: Clothing, footwear or equipment bought for other sports in past 12 months, by demographics, February 2012
- Figure 124: Sports bought clothing, footwear or equipment for in past 12 months, by most popular sports bought clothing, footwear or equipment for in past 12 months, February 2012
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- Figure 125: Sports bought clothing, footwear or equipment for in past 12 months, by next most popular sports bought clothing, footwear or equipment for in past 12 months, February 2012
- Figure 126: Sports bought clothing, footwear or equipment for in past 12 months, by other sports bought clothing, footwear or equipment for in past 12 months, February 2012
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- Figure 127: Sports bought clothing, footwear or equipment for in past 12 months, by least popular sports bought clothing, footwear or equipment for in past 12 months, February 2012
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Appendix – Stores Bought From
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- Figure 128: Most popular stores bought from in past 12 months, by demographics, February 2012
- Figure 129: Next most popular stores bought from in past 12 months, by demographics, February 2012
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- Figure 130: Other stores bought from in past 12 months, by demographics, February 2012
- Figure 131: Least popular stores bought from in past 12 months, by demographics, February 2012
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- Figure 132: Stores bought from in past 12 months, by sports bought footwear for in past 12 months, February 2012
- Figure 133: Stores bought from in past 12 months, by most popular sports bought clothing for in past 12 months, February 2012
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- Figure 134: Stores bought from in past 12 months, by next most popular sports bought clothing for in past 12 months, February 2012
- Figure 135: Stores bought from in past 12 months, by sports bought equipment for in past 12 months, February 2012
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- Figure 136: Repertoire of stores bought from in past 12 months, by demographics, February 2012
- Figure 137: Stores bought from in past 12 months, by most popular stores bought from in past 12 months, February 2012
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- Figure 138: Stores bought from in past 12 months, by next most popular stores bought from in past 12 months, February 2012
- Figure 139: Stores bought from in past 12 months, by other stores bought from in past 12 months, February 2012
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- Figure 140: Stores bought from in past 12 months, by least popular stores bought from in past 12 months, February 2012
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Appendix – Attitudes Towards Sports Goods
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- Figure 141: Most popular attitudes towards sports goods, by demographics, February 2012
- Figure 142: Next most popular attitudes towards sports goods, by demographics, February 2012
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- Figure 143: Other attitudes towards sports goods, by demographics, February 2012
- Figure 144: Attitudes towards sports goods, by sports bought footwear for in past 12 months, February 2012
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- Figure 145: Attitudes towards sports goods, by most popular sports bought clothing for in past 12 months, February 2012
- Figure 146: Attitudes towards sports goods, by next most popular sports bought clothing for in past 12 months, February 2012
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- Figure 147: Attitudes towards sports goods, by sports bought equipment for in past 12 months, February 2012
- Figure 148: Attitudes towards sports goods, by most popular stores bought from in past 12 months, February 2012
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- Figure 149: Attitudes towards sports goods, by next most popular stores bought from in past 12 months, February 2012
- Figure 150: Attitudes towards sports goods, by other stores bought from in past 12 months, February 2012
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- Figure 151: Attitudes towards sports goods, by least popular stores bought from in past 12 months, February 2012
- Figure 152: Attitudes towards sports goods, by most popular attitudes towards sports goods, February 2012
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- Figure 153: Attitudes towards sports goods, by next most popular attitudes towards sports goods, February 2012
- Figure 154: Attitudes towards sports goods, by other attitudes towards sports goods, February 2012
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Appendix – Attitudes Towards Sports Clothing and Footwear
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- Figure 155: Most popular attitudes towards sports clothing and footwear, by demographics, February 2012
- Figure 156: Next most popular attitudes towards sports clothing and footwear, by demographics, February 2012
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- Figure 157: Other attitudes towards sports clothing and footwear, by demographics, February 2012
- Figure 158: Attitudes towards sports clothing and footwear, by sports bought footwear for in past 12 months, February 2012
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- Figure 159: Attitudes towards sports clothing and footwear, by most popular sports bought clothing for in past 12 months, February 2012
- Figure 160: Attitudes towards sports clothing and footwear, by next most popular sports bought clothing for in past 12 months, February 2012
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- Figure 161: Attitudes towards sports clothing and footwear, by sports bought equipment for in past 12 months, February 2012
- Figure 162: Attitudes towards sports clothing and footwear, by most popular stores bought from in past 12 months, February 2012
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- Figure 163: Attitudes towards sports clothing and footwear, by next most popular stores bought from in past 12 months, February 2012
- Figure 164: Attitudes towards sports clothing and footwear, by other stores bought from in past 12 months, February 2012
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- Figure 165: Attitudes towards sports clothing and footwear, by least popular stores bought from in past 12 months, February 2012
- Figure 166: Attitudes towards sports clothing and footwear, by most popular attitudes towards sports goods, February 2012
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- Figure 167: Attitudes towards sports clothing and footwear, by next most popular attitudes towards sports goods, February 2012
- Figure 168: Attitudes towards sports clothing and footwear, by other attitudes towards sports goods, February 2012
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- Figure 169: Attitudes towards sports clothing and footwear, by most popular attitudes towards sports clothing and footwear, February 2012
- Figure 170: Attitudes towards sports clothing and footwear, by next most popular attitudes towards sports clothing and footwear, February 2012
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- Figure 171: Attitudes towards sports clothing and footwear, by other attitudes towards sports clothing and footwear, February 2012
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Appendix – Sports Goods Retailing Target Groups
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- Figure 172: Sports goods retailing target groups, by demographics, February 2012
- Figure 173: Attitudes towards sports clothing and footwear, by sports goods retailing target groups, February 2012
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