Sports Goods Retailing - UK - July 2013


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Mintel

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The sports goods retailing market is heading into a period of potentially significant change as the major chains look to step into the gap left by the collapse of JJB, the independent sector attempts to reverse long-term trends of steady decline and brands themselves begin to take control of their own high street and online sales channels.
TABLE OF CONTENT

Introduction
Definition
Abbreviations

Executive Summary
The market
Figure 1: Consumer expenditure on sports goods, 2008-18
Market bats on after JJB’s dismissal
Major chains ambitious for the future
Market drivers
Participation growth widens pool of potential buyers
Sports stores resist the challenge of the internet
Market segmentation
Figure 2: Expenditure on sports goods (£m), by segment, 2012
Clothing still the key item of kit
Interest in running helps footwear step up
The consumer
Figure 3: Sports goods purchasing habits, May 2013
Pressure on incomes raises cash consciousness
Battle lines drawn around consumers’ quest for low-cost quality
Figure 4: Incentives to sports goods purchasing, May 2013
Ability to pay and ability to play the key drivers of purchasing
What we think

Issues in the Market
Shops or showrooms?
Has the demise of JJB left a mid-market gap to fill?
Do retailers need to get closer to players?
Where next for Sports Direct?
How can retailers remain part of the club?

Trend Application
Trend: Experience is All
Trend: Return to the Experts
Mintel Futures: Access Anything, Anywhere

Market Drivers
Key points
A wider pool of playing customers
Figure 5: UK adults’ participation in sport, 2008-12
Scope for a female focus as women play more sport
Figure 6: Women’s participation in sport at least once a week (30 minutes+), 2005-12
Team sports still losing to individuals
Figure 7: Most popular sports, by participation of 30 minutes or more at least once a week, October 2011-12
Olympic spirit preaches mainly to the converted
Figure 8: Impact of London 2012 Olympic Games on interest and participation in sport, May 2013
Sport policy targets young people’s play
Retail sales up, but pressure on prices and premises persists
Figure 9: Retail sales trends, by month, 2012-13
Smartphones to bring web buyers back to the store?
Figure 10: Online shopping activities performed in the past three months, by device, January 2013
Income squeeze continues to choke demand
Figure 11: RPI v average weekly earnings growth, 2008-13
Clothing price inflation checked
Figure 12: Price inflation trends for clothing and footwear*, January 2007-March 2013**

Who’s Innovating?
Key points
Sports news direct
Village concept bringing retail to the touchline
Specialists and generalists pair up in new formats
Putting the sport into sport shops
Brands get in the game
Retailers today, printers tomorrow?
Personal training hots up
Sport joins the festival circuit
Get involved in the numbers game

Market Size and Forecast
Key points
Market shrugs off loss of JJB
Figure 13: Consumer expenditure on sports goods, 2008-18
Forecast
Figure 14: Forecast of consumer expenditure on sports goods, 2008-18
Forecast methodology

Segment Performance
Key points
Clothing main part of the retail fabric
Figure 15: Consumer expenditure on sports goods, by segment, 2008-12

Market Share
Key points
Rivals ready to make up the numbers after JJB loss
Figure 16: Sports goods retail outlets, by company, 2013
Sports Direct strengthens its grip
Figure 17: Sports goods retailers’ shares of consumer expenditure, 2011 and 2012

Space Allocation Analysis
Trading differences
Figure 18: Summary space allocation in sports shops, June 2012
Men, women and children
Figure 19: Sports shops: men’s, women’s and children’s space allocation, June 2012
Figure 20: Sports shops: men’s goods space allocation, June 2012
Figure 21: Sports shops: women’s goods space allocation, June 2012
Figure 22: Sports shops: children’s goods space allocation, June 2012
Detailed space allocations
Figure 23: Sports shops: detailed space allocation, June 2012
Sales mix

Companies and Products
Key points
JJB consigned to the past; rivals plan for the future
Sports Direct
Background
Recent activity
Financials
Figure 24: Sports Direct International plc key financials, 2011 and 2012
Promotion
Future strategy
JD Sports
Background
Recent activity
Financials
Figure 25: JD Sports Fashion plc key financials, 2012 and 2013
Promotion
Future strategy
JJB Sports (ceased trading)
Background
Financials
Figure 26: Key financial data for JJB Sports plc, 2011 and 2012
DW Sports
Background
Recent activity
Financials
Figure 27: Dave Whelan Sports Limited key financials*, 2011 and 2012
Decathlon UK
Background
Financials
Figure 28: Decathlon UK Limited key financials, 2010 and 2011
Future strategy
Independent buying groups
Intersport
Sports Traders Alliance Group Ltd (STAG)

Brand Research
Brand map
Figure 29: Attitudes towards and usage of brands in the sportswear sector, May 2013
Correspondence analysis
Brand attitudes
Figure 30: Attitudes, by sportswear brand, May 2013
Brand personality
Figure 31: Sportswear brand personality – macro image, May 2013
Figure 32: Sportswear brand personality – micro image, May 2013
Brand experience
Figure 33: Sportswear brand usage, May 2013
Figure 34: Satisfaction with various sportswear brands, May 2013
Figure 35: Consideration of sportswear brands, May 2013
Figure 36: Consumer perceptions of current sportswear brand performance, May 2013
Figure 37: Sportswear brand recommendation – Net Promoter Score, May 2013
Brand index
Figure 38: Sportswear brand index, May 2013
Figure 39: Sportswear brand index vs. recommendation, May 2013
Target group analysis
Figure 40: Target groups, May 2013
Figure 41: Sportswear brand usage, by target groups, May 2013
Group One – Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – Individualists

Brand Communication and Promotion
Key points
Olympic opportunity to switch marketing focus
Figure 42: Sports goods advertising spend, 2009-12
JD and Decathlon go outdoors
Figure 43: Leading* sports goods retailers’ advertising spend, by media type, 2009-12

Sports Bought For
Key points
Most played sports are most bought for also
Figure 44: Sports for which sports goods are purchased, May 2013
Players v buyers: Golf and tennis attract more spenders
Figure 45: Participation in sport and purchasing of sports goods, May 2013
Children try, parents buy
Figure 46: Sports for which sports goods are purchased, by age of children in household, May 2013
Narrow consumer focus favours specialisation
Figure 47: Repertoire of sports for which sports goods are purchased, May 2013

Outlets Purchased From
Key points
Supermarkets keep interest fresh with seasonal fare
Figure 48: Outlets sports goods purchased from, May 2013
Sports goods sales slow to migrate online
Figure 49: Purchasing of sports goods from non-specialist retailers, in-store v online, by gender, May 2013
Specialists and generalists fight out a gender war
Figure 50: Purchasing of sports goods from specialist and generalist stores, by sports purchased for, May 2013
Upscale buyers look to mix price and match quality
Figure 51: Outlets sports goods purchased from, by socio-economic status, May 2013

Influences on Sports Goods Purchasing
Key points
Consumers feel the quality, but wary of the cost
Figure 52: Factors influencing sports goods purchasing decisions, May 2013
25-34s most cautious with their cash
Figure 53: Factors influencing sports goods purchasing decisions (any agree), by age, May 2013
Tennis buyers seek look (and performance) of the stars
Figure 54: Factors influencing golfers’ and tennis players’ sports goods purchasing decisions (any agree), May 2013
Get closer to participants to harness the power of recommendation
Figure 55: Influence of personal recommendation on sports goods purchasing decisions (any agree), by stores bought from, May 2013
Sports Direct not yet a destination for advice
Figure 56: Importance of in-store advice when purchasing sports goods, by retailers bought from, May 2013

Attitudes Towards Sports Goods
Key points
Endurance to the fore when hard times bite
Figure 57: Attitudes towards sports goods, May 2013
Brand focus can bolster shop loyalty
Figure 58: Habitual purchasing from the same retailer, by attitudes towards sports goods, May 2013
Supermarkets competing strongly on cost
Figure 59: Purchasing of low-cost sports goods only, by retailers bought from, May 2013

Incentives to Purchasing Sports Goods
Key points
Paying less and playing more drives up sports goods’ appeal
Figure 60: Incentives to purchasing sports goods, May 2013
Established purchasers kit out for new sports
Figure 61: Taking up a new sport as an incentive to purchase sports goods, by age and household income, May 2013
Targeting non-purchasers: A question of time vs money
Figure 62: Incentives to buying sports goods among current non-purchasers, by age, May 2013
Goal-focused gaining through training
Figure 63: Key incentives to purchasing sports goods among buyers training for an event, May 2013

Sports Goods Retailing Target Groups
Key points
Figure 64: Sports goods retailing target groups, May 2013
First Teamers (28% of sample)
What do they think and do?
Who are they?
Football Crazies (27% of sample)
What do they think and do?
Who are they?
Outdoor Types (27% of sample)
What do they think and do?
Who are they?
Replacements (17% of sample)
What do they think and do?
Who are they?

Appendix – Market Drivers
Figure 65: Trends in the age structure of the UK population, by gender, 2007-17

Appendix – Market Size and Forecast
Figure 66: Forecast of consumer spending on retail sports goods, 2013-18

Appendix – Sports Bought For
Figure 67: Most popular sports for which sports goods are purchased, by demographics, May 2013
Figure 68: Next most popular sports for which sports goods are purchased, by demographics, May 2013
Figure 69: Other sports for which sports goods are purchased, by demographics, May 2013
Figure 70: Most popular sports for which sports clothing is purchased, by demographics, May 2013
Figure 71: Next most popular sports for which sports clothing is purchased, by demographics, May 2013
Figure 72: Sports for which sports footwear is purchased, by demographics, May 2013
Figure 73: Sports for which equipment is purchased, by demographics, May 2013
Figure 74: Repertoire of sports for which sports goods are purchased, by demographics, May 2013
Figure 75: Outlets from which sports goods are purchased, by most popular sports for which sports goods are purchased, May 2013
Figure 76: Outlets from which sports goods are purchased, by next most popular sports for which sports goods are purchased, May 2013
Figure 77: Outlets from which sports goods are purchased, by most popular sports for which sports clothing is purchased, May 2013
Figure 78: Outlets from which sports goods are purchased, by next most popular sports for which sports clothing is purchased, May 2013
Figure 79: Outlets from which sports goods are purchased, by sports for which sports footwear is purchased, May 2013
Figure 80: Outlets from which sports goods are purchased, by sports for which sports equipment is purchased, May 2013

Appendix – Outlets Purchased From
Figure 81: Most popular outlets from which sports goods are purchased, by demographics, May 2013
Figure 82: Next most popular outlets from which sports goods are purchased, by demographics, May 2013
Figure 83: Other outlets from which sports goods are purchased, by demographics, May 2013
Figure 84: Most popular outlets from which sports goods are purchased in-store, by demographics, May 2013
Figure 85: Next most popular outlets from which sports goods are purchased in-store, by demographics, May 2013
Figure 86: Outlets from which sports goods are purchased online, by demographics, May 2013
Figure 87: Repertoire of outlets from which sports goods are purchased, by demographics, May 2013
Figure 88: Factors influencing sports goods purchasing decisions, May 2013
Figure 89: Factors influencing sports goods purchasing decisions, by most popular sports for which sports goods are purchased, May 2013
Figure 90: Factors influencing sports goods purchasing decisions, by next most popular sports for which sports goods are purchased, May 2013
Figure 91: Factors influencing sports goods purchasing decisions, by most popular sports for which sports clothing is purchased, May 2013
Figure 92: Factors influencing sports goods purchasing decisions, by next most popular sports for which sports clothing is purchased, May 2013
Figure 93: Factors influencing sports goods purchasing decisions, by sports for which sports footwear is purchased, May 2013
Figure 94: Factors influencing sports goods purchasing decisions, by sports for which equipment is purchased, May 2013
Figure 95: Factors influencing sports goods purchasing decisions, by most popular outlets from which sports goods are purchased, May 2013
Figure 96: Factors influencing sports goods purchasing decisions, by next most popular outlets from which sports goods are purchased, May 2013
Figure 97: Factors influencing sports goods purchasing decisions, by other outlets from which sports goods are purchased, May 2013
Figure 98: Factors influencing sports goods purchasing decisions, by most popular outlets from which sports goods are purchased in-store, May 2013
Figure 99: Factors influencing sports goods purchasing decisions, by next most popular outlets from which sports goods are purchased in-store, May 2013
Figure 100: Factors influencing sports goods purchasing decisions, by outlets from which sports goods are purchased online, May 2013

Appendix – Influences on Sports Goods Purchasing
Figure 101: Agreement with the statements ‘Low-cost products are just as good as more expensive ones’ and ‘It’s a good idea to try on sports clothing and footwear in-store and then search for cheaper prices online’, by demographics, May 2013
Figure 102: Agreement with the statements ‘Expensive sports brands are worth buying if you can find them in a sale’ and ‘It’s useful to read product reviews in magazines, websites etc before buying’, by demographics, May 2013
Figure 103: Agreement with the statements ‘Recommendations from friends/family/other players are important to me when buying sports goods’ and ‘In-store advice is important to me when I am buying sports goods’, by demographics, May 2013
Figure 104: Agreement with the statements ‘It’s worth paying more for better-quality brands and products’ and ‘Good quality kit/equipment improves your sports performance’, by demographics, May 2013
Figure 105: Agreement with the statements ‘I enjoy sport more if I have good quality kit/equipment’ and ‘Wearing the same brands as my favourite athletes and teams is important to me’, by demographics, May 2013
Figure 106: Agreement with the statements ‘Sports clothing is good to wear off the pitch as well as on it’ and ‘Fashion is important to me when deciding which sports goods to buy’, by demographics, May 2013

Appendix – Attitudes Towards Sports Goods
Figure 107: Most popular attitudes towards sports goods, by demographics, May 2013
Figure 108: Next most popular attitudes towards sports goods, by demographics, May 2013
Figure 109: Attitudes towards sports goods, by most popular attitudes towards sports goods, May 2013
Figure 110: Attitudes towards sports goods, by next most popular attitudes towards sports goods, May 2013
Figure 111: Attitudes towards sports goods, by most popular sports for which sports goods are purchased, May 2013
Figure 112: Attitudes towards sports goods, by next most popular sports for which sports goods are purchased, May 2013
Figure 113: Attitudes towards sports goods, by most popular sports for which sports clothing is purchased, May 2013
Figure 114: Attitudes towards sports goods, by next most popular sports for which sports clothing is purchased, May 2013
Figure 115: Attitudes towards sports goods, by sports for which sports footwear is purchased, May 2013
Figure 116: Attitudes towards sports goods, by sports for which sports equipment is purchased, May 2013
Figure 117: Attitudes towards sports goods, by most popular outlets from which sports goods are purchased, May 2013
Figure 118: Attitudes towards sports goods, by next most popular outlets from which sports goods are purchased, May 2013
Figure 119: Attitudes towards sports goods, by other outlets from which sports goods are purchased, May 2013
Figure 120: Attitudes towards sports goods, by most popular outlets from which sports goods are purchased in-store, May 2013
Figure 121: Attitudes towards sports goods, by next most popular outlets from which sports goods are purchased in-store, May 2013
Figure 122: Attitudes towards sports goods, by outlets from which sports goods are purchased online, May 2013

Appendix – Incentives to Purchasing Sports Goods
Figure 123: Most popular incentives to purchasing sports goods, by demographics, May 2013
Figure 124: Next most popular incentives to purchasing sports goods, by demographics, May 2013
Figure 125: Most popular incentives to purchasing sports goods among current buyers, by demographics, May 2013
Figure 126: Next most popular incentives to purchasing sports goods among current buyers, by demographics, May 2013
Figure 127: Incentives to purchasing sports goods for non-buyers, by demographics, May 2013
Figure 128: Incentives to purchasing sports goods, by most popular incentives to purchasing sports goods, May 2013
Figure 129: Incentives to purchasing sports goods, by next most popular incentives to purchasing sports goods, May 2013
Figure 130: Incentives to purchasing sports goods, by most popular attitudes towards sports goods, May 2013
Figure 131: Incentives to purchasing sports goods, by next most popular attitudes towards sports goods, May 2013
Figure 132: Incentives to purchasing sports goods, by most popular outlets from which sports goods are purchased, May 2013
Figure 133: Incentives to purchasing sports goods, by next most popular outlets from which sports goods are purchased, May 2013
Figure 134: Incentives to purchasing sports goods, by other outlets from which sports goods are purchased, May 2013
Figure 135: Incentives to purchasing sports goods, by most popular outlets from which sports goods are purchased in-store, May 2013
Figure 136: Incentives to purchasing sports goods, by next most popular outlets from which sports goods are purchased in-store, May 2013
Figure 137: Incentives to purchasing sports goods, by outlets from which sports goods are purchased online, May 2013

Appendix – Sports Goods Retailing Target Groups
Figure 138: Sports goods retailing target groups, by demographics, May 2013
Figure 139: Factors influencing sports goods purchasing decisions, by sports goods retailing target groups, May 2013
Figure 140: Sports for which sports goods are purchased, by sports goods retailing target groups, May 2013
Figure 141: Outlets sports goods purchased from, by sports goods retailing target groups, May 2013
Figure 142: Attitudes towards sports goods, by sports goods retailing target groups, May 2013