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Sports Retailing in the UK - Verdict Sector Report

Sports Retailing in the UK - Verdict Sector Report

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Executive Summary

The UK sports goods market has been one of the most resilient retail markets throughout the recession supported by the more robust sectors such as sportswear, bicycles and fitness equipment. In the five years to 2019 incomes will gradually recover and consumers will feel more confident about spending on hobbies and memberships again, causing the market to outperform the previous five year period

Key Findings

Forecasts data up until 2019 to allow you to plan out future strategies in a much more informed manner

Gives in-depth market data by segment, providing information on what areas are driving growth in the sports market

Consumer data will allow you to understand who and how people are shopping for sports goods and why


In the five years to 2014 sports goods sales increased by 18.1%, outperforming the total retail market - highlighting its resilience and growth opportunities for retailers. The 2014 World Cup will boost sales in Q1 and Q2, with consumers starting to feel more confident about spending on discretionary items and wanting buy into team kits or replicas

In order to protect their brand image and quality credentials, more sports brands are focussing on opening their own retail stores and restricting stock supplied to sports retailers and discounters. For stores to be successful, brands must invest in creating an aspirational lifestyle, while justifying higher price points through customer service

The rise of online specialists, click & collect and better range availability are satisfying increasing demands for convenience, so retailers must continue to invest in this area. Leading sportswear players have seen a decline in loyalty for quality, allowing sector specialists to emphasise their expertise in design, innovation and fabric technology

Reasons To Buy

What is the market potential and what are the threats facing it? Which segments of the sports goods market provide the most growth opportunities?

How will non-specialists grow their share of the sportswear market and what impact will this have on specialists and the market leaders?

Will the bicycles market continue to outperform the rest of the sports market? Which retailers have benefited from the growing interest in cycling?

What do online pureplays need to do to raise their profile and share of the sports goods market? Which consumers shop online for sports goods and why?

What is the profile of a sportswear shopper? Which consumer groups are underserved and how should retailers be targeting them?

1 Overview

2 Main Conclusions

2.1 Expenditure on sports goods to grow by 3.6% in 2014 to GBP9.1bn

2.2 The bicycles and sportswear markets will drive spend in the fiveyearsto2019

2.3 Skates, rackets, fishing and fitness equipment will achieve theleastgrowth in the coming fiveyears

2.4 Range and price are the major drivers of loyalty forsportswearshoppers

2.5 Non-specialists focus on sportswear, threatening the market shareofspecialists

2.6 Online sports shoppers are affluent and more than one-fifth areover55

2.7 Breadth of range and specialist customer service fuel sales atonlinepureplays

2.8 Sports brands focus on flagship stores to protect proposition fromthediscounters

2.9 Pureplays remain a step ahead in the festivalmarket

3 Recommendations

3.1 Bicycles, camping and sportswear are the markets totarget

3.1.1 Invest in the fastest growingsectors

3.2 Missed opportunities that retailers must take advantage of

3.2.1 Target underserved consumer groups

3.3 Sportswear market provides opportunities for both non-specialistsandspecialists

3.3.1 Sports brands need to combat online and clothing specialist competition

3.3.2 Opportunity for non-specialists to introduce more fashion-led sports ranges

3.3.3 Sports specialists must up their game to compete with non-specialists

3.4 Retailers must invest in the burgeoning camping trend

3.4.1 Convenience and value key to succeeding in homogenous camping market

3.4.2 Greater exposure at festivals is amust

3.4.3 Opportunities for premiumisation in the camping market

3.5 Online pureplays must become more competitivethroughspecialisation

3.5.1 Single sport focus helps pureplays thrive

3.5.2 To succeed, pureplays must actively promotethemselves

3.5.3 Value and convenience must remain thefocus

4 Market Size

4.1 Marketdefinition

4.2 One of the most resilient retail markets throughout the downturn

4.2.1 has flat-lining sportuptake

4.2.2 Olympics provides small fillip in growth

4.3 Expenditure analysis bycategory

4.3.1 Bicycles is the winningcategory

4.3.2 Sportswear

5 Market Forecast

5.1 Spend on sports goods to rise by GBP1.9bn

5.1.1 Bicycles market continues to outride othersectors

5.1.2 Sportswear's share of the market is eroded by 0.4 percentage points

5.1.3 Spendonsport/campingequipmentisslowertorecover

5.2 Expenditure analysis bycategory

5.2.1 Sportswear

6 Channels of Distribution

6.1 Sports specialists outperform all other channels

6.1.1 Sports Direct mops up sales from market fallout and grows specialists' share

6.1.2 Clothing specialists grow their sports ranges, boosting their channel share

7 Market Shares

7.1 Sportsgoodsmarketshares

7.1.1 Sports Direct increases itslead

7.1.2 Specialists will face competition from new entrant SportingPro

7.1.3 Cycling specialists achieve impressive growth

7.1.4 John Lewis benefits from London 2012 Olympics

7.1.5 Tesco steals share from Argos

7.2 Sportswear market shares

7.2.1 Sports Direct storms ahead, but others also benefit from JJB fallout

7.3 Key operating statistics

7.3.1 Sports goods specialists see the most growth

8 Trends

8.1 Sportswear shopper profile

8.1.1 Opportunities to gain traction from older consumers

8.1.2 Range, convenience and service become more important loyaltydrivers

8.2 Online sports equipment shopper profile

8.2.1 Affluent consumers shop the most for sports equipment online

8.2.2 Golf and cycling appeal to more affluentshoppers

8.2.3 Opportunity to drive female trafficonline

8.2.4 Promote value for money credentials to appeal to more DEshoppers

8.3 Non-specialists threaten sports specialists' market share

8.3.1 High street players intensify competition in the sportswear market

8.3.2 Opportunities for non-specialists remain

8.3.3 The value fashion segment provides growth opportunities

8.3.4 Lifestyle brands place additional pressure on sports specialists to deliver

8.3.5 Luxuryhousesuseathleticinfluencesin2014fashionranges,drivingtheappealofsportswear

8.4 Sportsbrandsmustinvestinretailtheatretoensureownstoresuccess

8.4.1 Sports labels are taking control of their own retail operations

8.4.2 Brands seek to cut out the middle man and use flagship stores as a marketing tool

8.4.3 A physical store presence becomes more necessary

8.4.4 Sports brands face online challenges

8.4.5 Discounters' low-cost sports ranges drive traffic online...

8.4.6 ...making investment in service and quality vital

8.5 Retailers must innovate to grow in homogenous festival market

8.5.1 Retailers must not ignore growing popularity of festivals

8.5.2 Pureplays remain a step ahead in the festivalmarket

8.5.3 Equipment hiring and pre-made campsites increasingly popular

8.5.4 Festivals now have mass appeal and retailers must provide for all tastes

8.5.5 Large retailers must innovate, or at least replicate, to staycompetitive

8.6 Brand promotion key to the success of pureplays

8.6.1 Pureplays able to fill the gaps on the highstreet

8.6.2 What does the future hold forpureplays?

8.6.3 Value for money must remain the focus for pureplays

8.6.4 Amazon will not be held back by notspecialising

8.6.5 Onlinesportsspecialistsmustfocusonincreasingvisibility

9 Methodology

9.1 Marketdefinition

9.2 Market resizing

9.3 Forecasts

10 Appendix

10.1 About Verdict Retail

10.2 Disclaimer

Figure 1: UK sports retail expenditure (GBPm), 2009-14e

Figure 2: Y-o-y change in sports goods sales vs non-food retail ex. sports goods (%), 2009-14e

Figure 3: Sports goods category shares (%), 2009 and 2014e

Figure 4: -Y-o-y expenditure growth for UK sports goods segments (%), 2009-14e

Figure 5: UK sportswear expenditure (GBPm), 2009-14e

Figure 6: Sources of growth in the UK sportswear market (%), 2009-14e

Figure 7: UK sportswear expenditure breakdown (%), 2009 and 2014e

Figure 8: UK sports clothing expenditure (GBPm), 2009-14e

Figure 9: Adidas incorporation of fashion trends, 2013

Figure 10: UK sports footwear expenditure (GBPm), 2009-14e

Figure 11: UK sports/outdoor equipment expenditure (GBPm), 2009-14e

Figure 12: Expenditure for UK sports/outdoor equipment segments (GBPm), 2009 and 2014e

Figure 13: UK golf expenditure (GBPm), 2009-14e

Figure 14: UK fitness equipment expenditure (GBPm), 2009-14e

Figure 15: UK camping expenditure (GBPm), 2009-14e

Figure 16: UK fishing expenditure (GBPm), 2009-14e

Figure 17: UK balls expenditure (GBPm), 2009-14e

Figure 18: UK skates expenditure (GBPm), 2009-14e

Figure 19: UK watersports expenditure (GBPm), 2009-14e

Figure 20: UK rackets expenditure (GBPm), 2009-14e

Figure 21: UK expenditure on other sports/outdoors equipment (GBPm), 2009-14e

Figure 22: UK bicycles expenditure (GBPm), 2009-14e

Figure 23: UK sports goods expenditure (GBPm), 2014e-19e

Figure 24: Sports goods category shares (%), 2014e and 2019e

Figure 25: UK sportswear expenditure (GBPm), 2014e-19e

Figure 26: UK sportswear expenditure breakdown (%), 2014e and 2019e

Figure 27: UK sports clothing expenditure (GBPm), 2014e-19e

Figure 28: UK sports footwear expenditure (GBPm), 2014e-19e

Figure 29: UK sports/outdoor equipment expenditure (GBPm), 2014e-19e

Figure 30: Expenditure for UK sports/outdoor equipment segments (GBPm), 2014e-19e

Figure 31: UK golf expenditure (GBPm), 2014e-19e

Figure 32: UK fitness equipment expenditure (GBPm), 2014e-19e

Figure 33: UK camping expenditure (GBPm), 2014e-19e

Figure 34: UK fishing expenditure (GBPm), 2014e-19e

Figure 35: UK balls expenditure (GBPm), 2014e-19e

Figure 36: UK skates expenditure (GBPm), 2014e-19e

Figure 37: UK watersports expenditure (GBPm), 2014e-19e

Figure 38: UK rackets expenditure (GBPm), 2014e-19e

Figure 39: UK expenditure on other sports/outdoors equipment (GBPm), 2014e-19e

Figure 40: UK bicycles expenditure (GBPm), 2014e-19e

Figure 41: Channel share y-o-y change (percentage points), 2014e on 2009

Figure 42: Top 15 retailers' sports goods market shares (%), 2009 and 2014e

Figure 43: Winners and losers in sports goods market share (percentage points), 2014e on 2009

Figure 44: Top 15 sports goods retailers' y-o-y growth in UK total sales (%), 2013 on 2012

Figure 45: Top 15 retailers' y-o-y UK sales growth in sports goods (%), 2013 on 2012

Figure 46: Profile of a sports clothing shopper (%), 2013

Figure 47: Profile of a sports footwear shopper (%), 2013

Figure 48: Y-o-y change (%) population projections, 2013-19

Figure 49: Drivers of loyalty for consumers when purchasing sports clothing (%), 2013

Figure 50: Profile of an online sports equipment shopper (%), 2013

Figure 51: H&M Sportswear, 2013

Figure 52: Uniqlo collaborations with Novak Djokovic and Adam Scott, 2013

Figure 53: Opportunities and threats for clothing & sports specialists, 2014

Figure 54: Primark Workout range, 2014

Figure 55: Sportswear positioning map, 2014

Figure 56: Jack Wills gym range, 2013

Figure 57: Moncler A/W 2013

Figure 58: Sorel boots, 2013

Figure 59: New York Fashion Week spring 2014 collections, 2013

Figure 60: Herms skiwear, 2013

Figure 61: Adidas Trinity Leeds, 2013

Figure 62: Reebok collaborates with Alicia Keys, 2013

Figure 63: Nike Town London, 2013

Figure 64: Nike, Adidas and Puma pop-up shops

Figure 65: Reebok leggings on Amazon, 2013

Figure 66: Very partnered with V Festival providing a delivery service, 2012

Figure 67: website, 2013

Figure 68: Tesco's festival range, 2013

Figure 69: transactional website, 2013

Figure 70: Festivals where Tangerine Fields will be operating in 2014

Figure 71: Glastonbury founder Michael Eavis helping Wrag Wrap recycle abandoned tents

Figure 72: Benefits and limitations of pureplay sports retailers

Figure 73: promoting a special offer on Facebook

Figure 74: Rhino is sponsoring the HSBC Sevens World Series event in Las Vegas, 2014

Figure 75: Wiggle-Honda women's pro cycling team

Figure 76: Lovell Rugby boot personalization

Figure 77: Amazon's locker delivery service

Figure 78: Sports Direct as a featured seller on Amazon

Figure 79: Range of sports for which Amazon sells products

Table 1: Sports goods market definition, 2014

Table 2: UK sports retail expenditure, 2004-14e

Table 3: UK sportswear expenditure, 2004-14e

Table 4: Breakdown of sports/outdoor equipment sales by segment, 2013 and 2014e

Table 5: UK sportswear expenditure, 2014e-19e

Table 6: Breakdown of sports/outdoor equipment sales by segment, 2014e and 2019e

Table 7: Channels of distribution by type of retailer, 2009 and 2014e

Table 8: Sports goods market shares (%), 2009-14e

Table 9: Leading sportswear retailers' market shares by segment (%), 2009-14e

Table 10: Top 15 sports goods retailers' UK operating statistics, 2013

Table 11: Sports goods market definition, 2014

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