United Kingdom (UK) Sports Equipment Market 2026: Consumer Insights and Attitudes, Categories and Drivers 2026

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The GlobalData UK Sector Consumer Insights: Sports Equipment 2026 report offers a comprehensive insight into the consumer attitudes, behaviours and drivers in the UK sports equipment market in 2026.

Replacement and convenience were the key drivers of sports equipment purchases in 2026, with sports balls, fitness equipment and swimming accessories being the most purchased categories.

Key Highlights

Value for money was the primary driver of purchasing behaviour across all sports equipment purchases

Sports balls, fitness equipment and swimming accessories were the most purchased categories within the sports equipment market in 2026

Highstreets were the most purchased from offline location in 2026

Reasons to Buy

Understand which sports equipment categories were the most purchased in 2026

Understand which retailers are the most purchased from for sports equipment in 2026

Identify the locations where consumers purchased sports equipment in 2026

Adidas
Aldi
Amazon
American Golf
Argos
ASDA
B&M
Decathlon
Go Outdoors
Halfords
Home Bargains
JD Sports
John Lewis & Partners
Lidl
Lululemon
Mountain Warehouse
Nike
Peloton
ProDirect Soccer
Puma
Sports Direct
The North Face
TK Maxx
Very

Table of Contents

Key Consumer Trends

Sports Equipment Penetration & Profile, 2026

Sports Equipment Category Penetration, 2026

Top 20 Purchased from Retailers for Sports Equipment Overall, 2026

Top 20 Purchased from Retailers for Sports Equipment Instore and Online, 2026

Competitor Overlap Overall, 2026

Competitor Overlap Instore, 2026

Competitor Overlap Online, 2026

Top 10 Most Purchased from Retailers for Sports Equipment Consumer Penetration, 2026

Channel Usage, 2026

Device Usage, 2026

Fulfilment Methods, 2026

Purchase Locations, 2026

Purchase Frequency, 2026

Consumer Drivers, 2026

METHODOLOGY

Technical details: Consumer survey work

Table

Proportion of UK Toys & Games shoppers that bought Sports Equipment categories in the last 12 months by demographic %, 2026

Retailers’ overlap with their competitors, among the top 10 most purchased retailers for Sports Equipment overall %, 2026

Retailers’ overlap with their competitors, among the top 10 most purchased retailers for Sports Equipmentinstore %, 2026

Retailers’ overlap with their competitors, among the top 10 most purchased retailers for Sports Equipment online %, 2026

Proportion of UK Toys & Games shoppers that bought Sports Equipment across each channel in the last 12 months %, 2026

Proportion of UK Toys & Games shoppers that bought Sports Equipment online across each device in the last 12 months by demographic %, 2026

Proportion of UK Toys & Games shoppers that bought Sports Equipment online that used each fulfilment method in the last 12 months by demographic %, 2026

Proportion of UK Toys & Games shoppers that bought Sports Equipment offline that used each location in the last 12 months by demographic %, 2026

Proportion of UK Sports Equipment shoppers that rated to following drivers 7 or above out to 10 in importance by demographic %, 2026

Figures

Key Consumer Trends

Proportion of UK consumers that bought Sports Equipment in the last 12 months total %, 2026

Profile of the UK Sports Equipment shopper by gender %, 2026

Top categories purchased by female UK Sports Equipment shoppers %, 2026

Top three most purchased Sports Equipment categories among UK Sports Equipment shoppers %, 2026

Proportion of UK consumers that bought Sports Equipment in the last 12 months by demographic %, 2026

Profile of the UK Sports Equipment shopper by demographic %, 2026

Proportion of UK Sports Equipment shoppers that bought Toys & Games categories in the last 12 months %, 2026

Top 20 Most Purchased Retailers for Sports Equipment Overall %, 2026

Top 20 Most Purchased Retailers for Sports Equipment Instore %, 2026

Top 20 Most Purchased from Retailers for Sports Equipment Online %, 2026

Sports Direct's UK Sports Equipment Penetration by demographic %, 2026

Amazon’s UK Sports Equipment Penetration by demographic %, 2026

JD Sports' UK Sports Equipment Penetration by demographic %, 2026

Nike's UK Sports Equipment Penetration by demographic %, 2026

Argos' UK Sports Equipment Penetration by demographic %, 2026

Adidas' UK Sports Equipment Penetration by demographic %, 2026

Halfords’ UK Sports Equipment Penetration by demographic %, 2026

Decathlon's UK Sports Equipment Penetration by demographic %, 2026

TK Maxx's UK Sports Equipment Penetration by demographic %, 2026

ASDA's UK Sports Equipment Penetration by demographic %, 2026

Proportion of UK Sports Equipment shoppers that bought Sports Equipment across each channel in the last 12 months %, 2026

Proportion of UK Sports Equipment shoppers that bought Sports Equipment online across each device in the last 12 months %, 2026

Proportion of UK Sports Equipment shoppers that bought Sports Equipment online that used each fulfilment method in the last 12 months %, 2026

Proportion of UK Sports Equipment shoppers that bought Sports Equipment offline that used each location in the last 12 months %, 2026

Proportion of UK Sports Equipment shoppers who shop for the sector at given frequencies %, 2026

Proportion of UK Sports Equipment shoppers that rated to following drivers 7 or above out to 10 in importance %, 2026

United Kingdom (UK) Sports Equipment Market 2026: Consumer Insights and Attitudes, Categories and Drivers 2026 standard reports
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