ISBN 1-85765-653-9

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Executive Summary

Table of Contents

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EXECUTIVE SUMMARY

Sports equipment is an extremely fragmented market, reflecting the fact that dozens of sports are played by keen amateurs, with each sport requiring its own, specific types of equipment and accessories.
Examples of the leading 'personally equipped' sports are golf, tennis, squash and fishing. Golf is outstanding with a 29 percent market share and continues to grow in importance.
Many popular sports and physical activities do not require equipment at all, or the equipment is of a capital-investment nature, provided by organisations rather than individuals (e.g. swimming pools, goal-posts and climbing walls). The personal equipment market is therefore restricted in size and only represents part of the consumer outlay on sport. In 1998, expenditure by consumers was valued at £700m, with organisations paying a further £160m to buy personal, non-capital equipment.
Growth has been difficult to achieve, although it varies with the sport. Some sports are cyclical and have been subject to fashionable whims among younger people (15 to 24 year-olds) who constitute the main buyers of equipment. Overall growth in the consumer market was 11 percent between 1994 and 1998, reflecting the way that health-conscious consumers have switched their attention from competitive, equipped sports to general fitness activities (gym work-outs, running, etc).
Manufacturing and trade reflect the market fragmentation, with few very large, multisport companies existing. Dunlop Slazenger Group (DSG) is the UK's most important equipment manufacturer and exporter. As with the company ranked second, Wilson, DSG operates at a global level, exploiting demand for its golf, rackets, cricket and hockey products in whichever national market it arises.
The globalised supply means that imports have more than two-thirds of the UK market, but exports also have a high share of UK manufacturing. The US is the main trading partner, followed by China (including Hong Kong) and Taiwan.
It is predicted that sports retailers will give performance goods a higher profile, if the sportswear fashion trend fades away. In the period from 1999 to 2003, Key Note forecasts that the sports equipment market will increase by 11.8 percent to reach £950m.

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TABLE OF CONTENTS

Executive Summary

Market Definition

INTRODUCTION

MARKET SECTORS

MARKET POSITION

MARKET TRENDS

Table 1: Breakdown of the Sports Equipment Market by Sport and Equipment by Value ( percent), 1998

Table 2: Position of Sports Equipment in Total Consumer Expenditure ( percent household spending), 1998

Market Size

THE TOTAL MARKET

MARKET SECTORS

MINOR MARKET SECTORS

IMPORTS AND EXPORTS

Table 3: The Total Market for Sports Equipment (£m at rsp and percent), 1994-1998

Table 4: Main Sectors of the Sports Equipment Market (£m at rsp and percent), 1994-1998

Table 5: Imports and Exports of Golf Equipment (£m and percent), 1993-1998

Table 6: UK Balance of Trade in Sports Equipment (£m), 1992-1998

Table 7: UK Balance of Trade in Major Sports Categories (£m), 1998

Table 8: Imports of Sports Equipment by Category (£m and percent), 1993-1998

Table 9: Countries of Origin of Imported Sports Equipment (£m and percent), 1995 and 1998

Table 10: Main Countries of Origin Analysed by Type of Equipment (£m), 1998

Table 11: Imports of Sports Equipment from the US by Types of Equipment (£m and percent), 1998

Table 12: Exports of Sports Equipment by Category (£m), 1993-1998

Table 13: Main Destination Countries for Sports Equipment Exports (£m), 1995-1998

Table 14: Main Destination Countries Analysed by Type of Equipment (£m), 1998

Industry Background

RECENT HISTORY

INDUSTRY CONCENTRATION

DISTRIBUTION

TRADE ASSOCIATIONS

Table 15: Leading Sports and Outdoor Retailers by Outlets, 1999

Table 16: Estimated Equipment Distribution Shares by Type of Retail Outlet by Value ( percent), 1999

Competitor Analysis

THE MARKETPLACE

MARKET LEADERS AND THEIR BRANDS

ADVERTISING AND PROMOTION

Table 17: Leading Suppliers of Sports Equipment (£m), 1996/1997/1998

Table 18: Leading Brands by Type of Sport, 1998

Table 19: Main Media Advertising Expenditure on Sports Equipment (£000), 1996-1998

Table 20: Main Media Advertising Expenditure by Sports Retailers (£000), 1998

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

SPORTS PARTICIPATION

MAJOR SPORTS

CONSUMER PURCHASING OF EQUIPMENT

OWNERSHIP OF EQUIPMENT

HOUSEHOLD PURCHASING PATTERNS

Table 21: Participation in Specific Sports by Adults ( percent), 1994-1998

Table 22: Purchasing Penetration for Sports Equipment ( percent of adults), 1994-1998

Table 23: Purchasing of Sports Equipment by Sex, Age, Social Grade and Region ( percent of adults), 1998

Table 24: Ownership of Sports Equipment by Sex, Age, Social Grade and Region ( percent of adults), 1998

Table 25: Average Household Spending on Sports and Camping Equipment (£ per week and index), 1997/1998

Outside Suppliers to the Industry

COMPONENTS SUPPLIERS

MATERIALS DEVELOPERS AND SUPPLIERS

PROVISION OF FACILITIES AND CLOTHING

Current Issues

'BOOM' PRODUCTS

CORPORATE ACTIVITIES

FITNESS PRODUCTS ASSOCIATION

Forecasts

DEMOGRAPHIC TRENDS

INDIVIDUAL SPORTS

Table 26: Trends in the Target Population (millions and percent), 1997-2003

Table 27: Forecast of the Sports Equipment Market (£m at rsp and percent), 1997-2003

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

Text © 1999 Key Note

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Last updated by Jacob van Eldik 22th January 2000