Despite competition from other leisure time activities, sport participation continues to be one of the UK’s most popular pastimes. Sport alone has made major contributions to the country’s economy with the sector employing just under 2% of the work force and being worth two times more in terms of GDP than the entire British agriculture sector.

Over the last 10 years there has been a significant shift in the British consumers’ attitude towards healthy living. Staying fit and maintaining a healthy diet has quickly moved up the list of priorities for many and this appears to have contributed greatly to the trend of increased sport participation.

About the market…

Despite competition from other leisure time activities, sport participation continues to be one of the UK’s most popular pastimes. Sport alone has made major contributions to the country’s economy with the sector employing just under 2% of the work force and being worth two times more in terms of GDP than the entire British agriculture sector.

Over the last 10 years there has been a significant shift in the British consumers’ attitude towards healthy living. Staying fit and maintaining a healthy diet has quickly moved up the list of priorities for many and this appears to have contributed greatly to the trend of increased sport participation.

About Mintel’s research…

Pooling together the most innovative consumer research and latest analysis of trends in sport, Mintel's new report offers you all the insight and inspiration you need for designing clever, creative and profitable marketing strategies. Use Mintel's research to:

Anticipate major trends to better position your product

Pinpoint where the biggest profits are to be found in sports

Learn how you can use the 2012 Olympics in London as a promotional tool

Identify the latest opportunities for growth before the competition

Learn the most effective way to reach your target market

Discover consumer attitudes toward sports and reasons for participating in them.

Intriguing findings include…

Exclusive consumer research conducted for this report shows that 63% of adults take part in sport on a regular basis.

The desire to loose weight, in order to improve bodily appearance, has been a growing motivational factor for many consumers participating in sport. This group has grown from 15% to 18% between 2000 to 2005.

Fitness holds most appeal for women and 25 to 44 year-olds.