ISBN 1-85765-653-9

Table of Contents

Executive Summary

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TABLE OF CONTENTS

Executive Summary

Market Definition

INTRODUCTION

MARKET SECTORS

MARKET POSITION

MARKET TRENDS

Table 1: Largest Sectors of the Sports Equipment Market by Value ( percent), 1996

Table 2: Position of Sports Equipment in Total Consumer Expenditure (£m and percent), 1996

Table 3: Participation in Specific Sports by Adults ( percent), 1993-1996

Market Size

THE TOTAL MARKET

MARKET SECTORS

SPORTS PROFILES

PRODUCTION

FOREIGN TRADE

IMPORTS

Table 4: The Total Market for Sports Equipment (£m at rsp), 1992-1996

Table 5: Breakdown of Sports Equipment Market by Sport (£m at rsp and percent), 1993-1996

Table 6: Imports and Exports of Golf Equipment (£m), 1993-1996

Table 7: Sales of Equipment for Racket Sports (£m), 1993 and 1996

Table 8: Apparent Total Consumption of Sports Equipment (£m at msp), 1996

Table 9: UK Balance of Trade in Sports Equipment (£m), 1990-1996

Table 10: UK Balance of Trade in Major Sports Categories (£m), 1996

Table 11: Imports of Sports Equipment by Category (£m), 1993-1996

Table 12: Main Origin Countries for Sports Equipment Imports (£m), 1994 and 1995

Table 13: Imports from the US by Sports Category (£m), 1995

Table 14: Breakdown of Imports of Sports Equipment from Main Origins by Sport (£m), 1995

Table 15: Exports of Sports Equipment by Category (£m), 1993-1996

Table 16: Main Destination Countries for Sports Equipment Exports (£m), 1994 and 1995

Table 17: Breakdown of Exports of Sports Equipment to Main Destinations by Sport (£m), 1995

Industry Background

RECENT HISTORY

INDUSTRY FRAGMENTATION

DISTRIBUTION

TRADE ASSOCIATIONS

Table 18: Number of UK Sports Goods Manufacturing Enterprises by Turnover Band, 1995

Table 19: Consumer Sourcing of Sports Equipment by Value ( percent), 1996

Competitor Analysis

THE MARKETPLACE

MARKET LEADERS AND THEIR BRANDS

ADVERTISING AND PROMOTION

Table 20: Leading Suppliers of Sports Equipment, 1996

Table 21: Main Media Advertising Expenditure on Sports Equipment (£000), 1993-1996

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

CONSUMER PENETRATION

FAMILY SPENDING

Table 22: Trends in Buying of Sports Equipment ( percent of adults), 1993-1996

Table 23: Penetration for Purchasing of Sports Equipment by Sex, Age and Social Grade ( percent of adults), 1996

Table 24: Regional Purchasing of Sports and Camping Equipment (index), 1996

Outside Suppliers to the Industry

PRODUCT DIVERSITY

MATERIALS AND COMPONENTS

Current Issues

MANAGEMENT BUYOUT OF DUNLOP SLAZENGER

OTHER CORPORATE DEVELOPMENTS

CHANGES OF NAME OR STATUS

MARKET AND PRODUCT NEWS

DISTRIBUTION DEVELOPMENTS

Forecasts

FACTORS INFLUENCING THE MARKET

FORECASTS 1997 TO 2001

Table 25: Trends in the Target Population (million), 1993-2003

Table 26: Forecast Sports Equipment Market (£m at rsp), 1997-2001

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

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EXECUTIVE SUMMARY

The market for personal sports equipment was worth £850m in 1996, of which consumers spent £690m and organisations such as clubs and local authorities spent £160m. The balance of spending is gradually shifting towards the consumer, as household ownership of products such as gym equipment and tennis rackets increases.

Overall growth in the market value is never spectacular, although rising consumer confidence in 1996 produced a 4.9 percent increase. Between 1992 and 1996, however, the market only expanded by 8.3 percent. The sluggish growth rate for the market total is due to static or declining sales in many equipment categories, but this can be offset by dramatic growth for the latest fashions. In the mid-1990s, mountain bikes and skates have fallen into this category.

Golf is the outstanding equipment market, with a 22.9 percent share in 1996, followed by fitness equipment (14.1 percent), fishing (9.4 percent) and racket sports (6.7 percent), but each of these categories actually represents a diverse group of products.

Fragmentation is the key characteristic of the market, which is broken up across dozens of well-known sports, together with many other minority ones. Equipment is also diverse within each sports category, comprising capital goods (e.g. goalposts, corner flags), essential equipment (e.g. footballs) and personal accessories (e.g. shin-pads). This fragmentation has shaped the industry structure at all levels -- manufacturing, importing, wholesaling and retailing.

Dunlop Slazenger is easily the UK's most important equipment manufacturer. Bought out by management in 1996, Dunlop Slazenger is a major supplier in golf, racket sports, cricket and hockey. Numerous US and Far East companies supply the substantial imports (£360m worth in 1996), which account for 60 percent of the UK market. However, sports equipment is a globalised industry and exports account for over 40 percent of UK output.

Sports equipment enjoyed a strong year of growth in 1996, having suffered a `late recession'. Demand is still restricted by a shortage of 15 to 24 year-olds, who comprise the most active sports participants and whose numbers are down from over 9 million in the 1980s to 7.2 million at present. Market prospects are better as this age group expands from now on.

Text © 1997 Key Note

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