IntroductionHaving seen a 2.4% drop in sales in 2009, the sports goods market recovered in 2010 and will be worth

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UK Sports Retailing 2011
Published on May 2011
Report Summary
Introduction
Having seen a 2.4% drop in sales in 2009, the sports goods market recovered in 2010 and will be worth £8.5bn in 2011, a 2.7% rise
in sales. This report examines how retailers are capitalising on this trend, providing sector sizes and forecasts, retailer shares,
analysis of key players and an overview of the main market issues, to give you a full understanding of the sector.
Features and benefits
* Provides profiles of a wide range of retailers operating in the sports market so that you can benchmark performance
* Forecasts data up until 2015 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 and brand mapping will allow you to understand how people are shopping and why
Highlights
The UK sportswear (clothing & footwear) market is set to grow by 3.2% in 2011. The market is receiving a boost from the expansion
of non-sports specialist stores. The likes of Debenhams and Next have developed sportswear ranges, dedicating specific areas to
their offers.
In March 2011 JJB Sports signed its second CVA, permitting it to close 89 stores over the next two years. As a result of this, there are
significant opportunities for other retailers to pick up market share. We estimate that in 2011 there will be £32.5m worth of sales for
other retailers to take advantage of, with a further £52.3m in 2012.
The Olympics is set to give the sports market a considerable boost in 2012. Consumers will want to buy items similar to those worn by
athletes and are likely to be inspired by new sports having watched the Games, causing sales of equipment to rise.
Your key questions answered
* What is the market potential and what are the threats facing it'
* Which retailers are winners and which are losers'
* What are the key trends and issues in the UK sports retailing market and how can you exploit opportunities and minimise risk'
* How have consumers and retailers reacted to recent economic turbulence'
* What opportunities are there around the Olympics'
Table of Content
Executive Summary
Definition
Key findings
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Main conclusions
Sports goods market proves resilient compared to other non-food sectors
Sportswear to achieve robust growth in 2011
Fitness products drive growth of equipment '
' but golf products suffer significant decline
Strong performance of bicycles to continue
Specialists continue to grow their share '
' but non-specialists move in
Specialist retailer customers are predominantly male
JJB weakness presents an opportunity to others
Olympics will provide boost in 2012
MARKET ANALYSIS AND FORECAST
Overview
Sports goods market will outperform total retail once more in a difficult 2011
Expenditure analysis by category
Clothing sees largest gain
Sportswear to achieve second year of resilient growth
Sports/Outdoor equipment expenditure boosted by spend on fitness products
Expenditure on bicycles shows strong growth once more
Channels of distribution
Grocers and department stores among winners of market share
Market forecasts to 2015
Expenditure on sports goods will grow steadily
Expenditure on sportswear will peak in 2012
Expenditure on sports/outdoor equipment will decline post 2012 but remain resilient
Expenditure on bicycles will grow 12.9% by 2015
STRATEGIC ISSUES
Key issues
Competitor positioning
Niche players and midmarket non-specialists move into sportswear
Non-specialists move into the market
Niche players at more premium end
Use own label to differentiate in an intensely competitive market
Needs-driven/wants-driven purchases
Two types of purchase require differing approaches
Customer profiles of Big Three sports retailers
Men continue to dominate customer profiles and are on the up
Men continue to dominate
Females drop back '
' but this can be counteracted
C2s and DEs have held up for JD and JJB despite the economic downturn
Olympics
Olympics will give a boost in 2012
Who will capitalise on JJB Sports closures'
JJB Sports store closures present an opportunity for other players in the market
Sports brands
Brand mapping
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Adidas
Nike
Puma
COMPANY DATA ANALYSIS
Sports goods market shares
Market remains highly fragmented
Winners and losers in sports goods market share
Sports Direct will see biggest gain in 2011
Top Three sportswear retailers
Sports Direct leads in sportswear but JD pips it in clothing
Key operating statistics
Halfords drives biggest operating margin
Space allocation
Menswear still dominates in the Big Three
Advertising media expenditure
Ad spend plummets
HALFORDS
Car service sales more than make up for weak performance by retail
Recent key events
Acquisition alters makeup of growth
Proposition
Financials
Autocentres sales drive overall group growth
Operating margin continues to be strong
Space
Closing central European stores and downsizing UK stores raises space performance
Market shares
Outlook
Retail stores should be group priority
JD SPORTS
In good shape to face a tough year
Recent key events
A successful business continues to look for ways to improve further
Proposition
Financials
Profits grow despite sluggish sales
Sales growth slows down once more in 2009/10
Space
Store expansion remains high
Space allocation
Market shares
Upward trend continues
Outlook
Opportunities remain despite challenges ahead
JJB SPORTS
Second CVA another lifeline
Recent key events
Struggles on
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Proposition
Financials
Sales remain low
Sales decline slows in 2010/11
Space
Space due to be reduced over the next two years
Space allocation
Market shares
Heavy declines as retailer shuts stores
Outlook
Difficult future
SPORTS DIRECT
International offer set to become much larger
Recent key events
Following improvements to its UK offer, Sports Direct turns to international sales to drive growth
Proposition
Financials
Profits grow despite sluggish sales
Space
Expansion has slowed after long period of aggressive growth
Space allocation
Market shares
Outlook
Future strategy is sensible but carries risk
SMALLER SPORTS SPECIALISTS
American Golf Discount Centre
Blacks
Cotswold Outdoor
Decathlon
Evans Cycles
Foot Locker
NON-SPECIALISTS
Argos
Debenhams
John Lewis
Tesco
APPENDIX
Market resizing
Abbreviations
Further reading
Ask the analyst
Verdict consulting
Disclaimer
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