发布时间：2008.4

摘要

Countries covered: United Kingdom

The active leisure pursuits market examined by Mintel effectively straddles the sports and leisure markets, a position that presents a broad range of opportunities to appeal to different types of participants, but also exposes it to wide-ranging competition. And although these pursuits are all well-established, many have generally struggled to make significant inroads into the mainstream of either sector.

A number of factors are currently converging to give active leisure pursuits a platform for real growth: consumers’ leisure preferences; concerns over health, fitness and obesity; the growth of the experience economy and activity holiday market; and more adventurous tastes among the growing ‘grey’ population. All these needs can be catered for by the pursuits examined in this report. However, they continue to be hamstrung by a series of flaws ranging from a shortage of facilities, funding and coaching to the comparatively high cost of taking part and the time-consuming nature of many of them, as well as continued failure to convert occasional participation into regular.

This report assesses active leisure pursuits’ ability to overcome these challenges and respond to the opportunities by examining the hypothesis that: “Experience-hungry consumers are increasingly looking for new and interesting activities to take part in. Coupled with consumer concerns about health and, in particular, rising levels of obesity, this has led to an upsurge in the popularity of active leisure pursuits”.

Main themes of the report:

• Do consumers take part in active leisure pursuits on a frequent or occasional basis?
• Can active leisure pursuits give consumers what they want from their leisure time?
• How big an influence on participation are health and fitness factors?
• What are the main barriers to increased participation?
• How accessible are active leisure pursuits?
• Can active leisure pursuits adapt to an ageing population structure?
• Do active leisure pursuits compete in the sports or leisure markets?
• How are active leisure pursuits perceived by consumers?
• What are the key target markets?

目录及图表

Issues in the Market

Main issues

Definition

Abbreviations

Market in Brief

A sector dominated by occasional participation

The one-off experience ghetto

In tune with the modern leisure consumer

The sport of non-sportsmen

Restrictors of demand: Time, money and access

Time

Money

Access

Restrictors of supply: Funding, cost, legislation

A grown-up market

Holiday market an important springboard

Internal Market Environment

Key points

Exercise habits

Figure 1: Agreement with selected lifestyle statements, 2003-07

Sport for the non-sporting?

We devote time to leisure, not sport

Figure 2: Average time spent exericising (mins) till out of breath, 2007

Opportunity

Clubbing together benefits participants and sports

Figure 3: Sports club membership, 2003-07

Facility provision restricting opportunity

Access is more than physical

Cost and access bigger barriers for the young

Figure 4: Outdoor sports that 11-14s like best and how often they do them, 2000-07

Cost is a major concern

Media coverage

Figure 5: Television sports coverage of active leisure pursuits, 2006

More TV needed - but lifestyle as much as sports programming

Do active leisure pursuits have an image problem?

Promotion

Edging onto the curriculum

Figure 6: Sports and activities provided by school sport partnership schools during this academic year, 2003/04-06/07

Club ties not so strong

Figure 7: Club links with school sport partnership schools during this academic year, 2003/04-06/07

Finding funding a real issue

Activity holidays giving a taste of pursuits

Broader Market Environment

Key points

Active leisure pursuits vulnerable to downturns

Figure 8: Trends in personal disposable income and consumer expenditure, 2003-13

Time-consuming pursuits at a disadvantage in crowded leisure market

Figure 9: Weekend leisure time, September 2007

Participation led by ABs

Figure 10: Forecast adult population trends, by socio-economic group, 2003-13

Gender: participation patterns strongly polarised

Figure 11: Trends in the age structure of the UK population, by gender, 2003-13

Active leisure pursuits can target grey pound

Older groups becoming more outward-bound

Figure 12: Forecast adult population trends, by lifestage, 2003-13

The health of the nation

Figure 13: Incidence of being obese or overweight, 2002-06

Nation’s weight gain can benefit active leisure

Promoting healthy attitudes to weight-loss

Figure 14: Incidence of feeling overweight, 2005-07

Health promotion

The rise of the experience economy

Figure 15: Experience days out market size, 2001-07

Active leisure pursuits take their share of business

Legislation

The forces of nature

Figure 16: UK average mean temperature, rainfall and sunshine hours, 1998-2007

The Olympic effect

Competitive Context

Key points

A sporting contest?

Figure 17: Sports/activities played or taken part in regularly, 2003-07

Figure 18: Sports/activities played or taken part in occasionally, 2003-07

Threats from all sides

Required commitment aids retention of regular participants

Competing for leisure time and money

Figure 19: Leisure activities undertaken at the weekend, September 2007

Focus on leisure, not sport?

Figure 20: Consumer expenditure on selected leisure goods and activities, 2002-07

Spending priorities leave pursuits vulnerable

Figure 21: Spending priorities, January 2007

Strengths and Weaknesses in the Market

Strengths

Participation numbers

Meet consumers’ leisure needs

The ‘non-sporty’ can take part

Foothold in experience and holiday markets

Leisure focus

Weaknesses

Occasional participation-led

Cost of participation

Time-consuming

Limitations on opportunity

Levels of competition

Market Size and Segmentation

Key points

A sector dominated by occasional participation

Up to a million regular participants in England alone

Figure 22: Regular participation in active leisure pursuits, October 2005-October 2006

Market segmentation - few losers, but few major gains

Bungee jumping

Climbing

Go-karting

Horse riding

Ice skating

Paintball

Roller skating/blading

Sailing

Shooting

Skydiving

Watersports

Case Studies

Climbing: Chicks Unleashed

Horse riding: Aintree International Equestrian Centre/BHEST

Roller skating: Coaching and SkateSmart

Sailing: RYA Volunteer Support Programme

Shooting: National Shooting Week

Water sports: National Windsurfing Week

Leisure Habits and Attitudes

Key points

Leisure habits

Half of adults able and potentially willing

Figure 23: How leisure time is spent, February 2008

Most active adults difficult to divert

Potentially a mass market

Attitudes towards leisure

Active leisure pursuits well equipped to appeal

Figure 24: Attitudes to leisure time, February 2008

Motivation the main barrier

Focused targeting required

Image more important than reality?

Participation in Active Leisure Pursuits

Key points

Significant experience - even of ‘niche’ activities

Figure 25: Participation in active leisure pursuits, February 2008

Smaller pursuits have greatest potential

No fighting the male competitive urge

Safety net - no, Internet - yes

Extreme sports post-grads

An interactive pursuit of participants

Leisure aspects appeal to the moderately active

Figure 26: Participation in active leisure pursuits, by how leisure time is spent, February 2008

Matching appeal to attitudes

Figure 27: Participation in active leisure pursuits, by most popular attitudes to leisure time, February 2008

Figure 28: Participation in active leisure pursuits, by next most popular attitudes to leisure time, February 2008

Forecast - Participation in Active Leisure Pursuits

Active leisure participation groups

Figure 29: Balance of number of active leisure pursuits done or find appealing compared with number not interested in trying, February 2008

Active leisure participation group demographics

Figure 30: Demographics of active leisure participation groups, February 2008

How groups will change in the next five years

Scenario 1 - No assumptions

Figure 31: Scenario 1 - Change in the size of active leisure participation groups, 2008-13, February 2008

Scenario 2 - Including assumptions

Figure 32: Scenario 2 - change in the size of active leisure participation groups, 2008-13, February 2008

Frequency of Participation in Active Leisure

Key points

Market split between regulars and one-offs

Figure 33: Frequency of participation in active leisure pursuits, February 2008

Potential in the holiday market

Regulars vs one-timers

Figure 34: Most popular activities done regularly or occasionally, February 2008

Figure 35: Next most popular activities done regularly or occasionally, February 2008

Women more reliable than men

One-off participation is less discriminating financially

Appendix - Leisure Habits and Attitudes

Leisure habits - detailed demographics

Figure 40: How leisure time is spent, by demographic sub-group, February 2008

Attitudes towards leisure

Figure 41: Most popular attitudes to leisure time, by demographic sub-group, February 2008

Figure 42: Next most popular attitudes to leisure time, by demographic sub-group, February 2008

Appendix - Participation in Active Leisure Pursuits

Activities consumers have participated in - detailed demographics

Figure 43: Most popular active leisure pursuits participated in, by demographic sub-group, February 2008

Figure 44: Next most popular active leisure pursuits participated in, by demographic sub-group, February 2008

Activities that appeal - detailed demographics

Figure 45: Most popular active leisure pursuits that appeal, by demographic sub-group, February 2008

Figure 46: Next most popular active leisure pursuits that appeal, by demographic sub-group, February 2008

Activities consumers are not interested in - detailed demographics

Figure 47: Active leisure pursuits that consumers are least likely to be interested in, by demographic sub-group, February 2008

Figure 48: Active leisure pursuits that consumers are next least likely to be interested in, by demographic sub-group, February 2008

Appendix - Frequency of Participation in Active Leisure

Activities done regularly/more than once - detailed demographics

Figure 49: Most popular activities done regularly, by demographic sub-group, February 2008

Figure 50: Next most popular activities done regularly, by demographic sub-group, February 2008

Activities done once - detailed demographics

Figure 51: Most popular activities done once, by demographic sub-group, February 2008

Figure 52: Next most popular activities done once, by demographic sub-group, February 2008