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Family Leisure - UK - January 2016

“Women are significantly more likely than men to go out as part of a family group with their children, grandchildren, their own or partner’s parents and other wider-family members. While this is partially a consequence of the fact that they are more likely to be involved in a primary childcare role, the fact that this bias is also evident in terms of doing activities with other family members suggests that leisure operators are well placed to tap into the desire among women – the primary family leisure decision-makers – for leisure activities that can help maintain or improve relationships with other family members.”

- Michael Oliver, Senior Leisure and Media Analyst

This report looks at the following areas:

  • Grandparents to play a more significant role in family leisure?
  • Could men help refocus family leisure on the product rather than the price?

Almost six in ten adults have done leisure activities as part of a family group in the past year. The family leisure market is characterised by a strong female influence in terms of choosing where to go and making reservations and pre-bookings and women are also the keenest in terms of seeking out deals and offers.

However, social trends are also beginning to impact on the market: recent years have seen growth in the involvement of grandparents in family life and this is also reflected in their participation in family leisure activities. Similarly, older non-dependent children are staying longer in the family home.

Both of these trends are presenting new opportunities for leisure operators, forcing them to reassess the way they promote themselves to families, so that they target marketing not only at parents but also grandparents and boomerang kids.

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • The market
            • Number of families with dependent children growing
              • Figure 1: Trends in numbers of families with dependent children*, 2005 and 2015
            • The Boomerang Kids
              • Generation Grandparent
                • The consumer
                  • It’s a female thing
                    • Figure 2: Family members consumers have done leisure activities with, in the past 12 months, November 2015
                  • Eating out: a time to ‘switch off’ and listen?
                    • Figure 3: Family groups leisure activities are done with, November 2015
                  • Because we want to
                    • Figure 4: Occasions when leisure activities are done as part of a family group, November 2015
                  • Women are the key influencers and decision makers
                    • Figure 5: Influencers when it comes to family leisure activities, November 2015
                    • Figure 6: Decision-makers when it comes to family leisure activities, November 2015
                  • People from larger households keenest on deals and family passes
                    • Figure 7: Interest in products/services aimed at family groups, November 2015
                  • Food quality, atmosphere and inclusivity are key factors influencing choice of venue
                    • Figure 8: Factors influencing choice of venue for family groups to visit, November 2015
                  • What we think
                  • Issues and Insights

                    • Grandparents to play a more significant role in family leisure?
                      • The facts
                        • The implications
                          • Could men help refocus family leisure on the product rather than the price?
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Number of families with dependent children growing
                                  • Shift from married to co-habiting parents over last decade
                                    • Lone parents represent a quarter of families with dependent children
                                      • The Boomerang Kids
                                        • Household dispersal, or not…
                                          • Generation Grandparent
                                            • Multi-family households increase significantly
                                              • Rising birth rate points to rosy future for family leisure
                                                • Regional disparities in spending power
                                                • Market Drivers

                                                  • Number of families with dependent children growing
                                                    • Figure 9: Trends in numbers of families with dependent children, 2005 and 2015
                                                  • Majority of families with dependent children are couples
                                                    • Lone parents represent a quarter of families with dependent children
                                                      • Figure 10: Percentage analysis of families with dependent children in the UK, by type, 2005 and 2015
                                                      • Figure 11: Percentage analysis of families with dependent children in the UK, by number of dependent children in the family, 2005 and 2015
                                                      • Figure 12: Percentage analysis of families with dependent children in the UK, by family type and number of dependent children, 2015
                                                    • The Boomerang Kids
                                                      • Figure 13: Young adults aged 15-34 living with their parents in the UK, 2005-15
                                                      • Figure 14: Percentage of young adults who are living with their parents by gender and age group, 2015
                                                    • Household dispersal, or not…
                                                      • Generation Grandparent
                                                        • Multi-family households increase significantly
                                                          • Figure 15: Trends in the number of multi-family households in the UK, 2005- 15
                                                        • Rising birth rate points to rosy future for family leisure
                                                          • Figure 16: Trends in the number of live births in the UK, 2005-14
                                                        • Regional disparities in spending power
                                                          • Figure 17: UK regional gross disposable income per head, 2013
                                                      • The Consumer – What You Need to Know

                                                        • It’s a female thing
                                                          • Scope to encourage men to be more proactive with family leisure?
                                                            • Eating out: a time to ‘switch off’ and listen?
                                                              • Targeting the grandparent demographic
                                                                • Because we want to
                                                                  • Birthday girls open to a deal
                                                                    • Potential for greater use of emojis?
                                                                      • Women are the key influencers and decision makers
                                                                        • Benefits from involving men more in the decision making process?
                                                                          • People from larger households keenest on deals and family passes
                                                                            • Food quality, atmosphere and inclusivity are key factors influencing choice of venue
                                                                            • Leisure with Family Members

                                                                              • It’s a female thing
                                                                                • Scope to encourage men to be more proactive with family leisure?
                                                                                  • A partnership which drives home the importance of family
                                                                                    • Figure 18: Family members people have done leisure activities with, in the past 12 months, November 2015
                                                                                • Family Leisure Groups

                                                                                  • Eating out: a time to ‘switch off’ and listen?
                                                                                    • Or educate and entertain?
                                                                                      • More fun factor potential
                                                                                        • Cinema apps could help engage and build anticipation among all the family
                                                                                          • Targeting the grandparent demographic
                                                                                              • Figure 19: Family groups leisure activities are done with, November 2015
                                                                                          • Family Leisure Occasions

                                                                                            • Because we want to
                                                                                              • Birthday girls open to a deal
                                                                                                • Digital Natives want it now
                                                                                                  • Potential for greater use of emojis?
                                                                                                    • Chef at work
                                                                                                      • Other sectors can look to gain a share of the family birthday market
                                                                                                        • Figure 20: Occasions when leisure activities are done as part of a family group, November 2015
                                                                                                    • Influencers and Decision Makers for Family Leisure Activities

                                                                                                      • Women are the key influencers and decision makers
                                                                                                        • Providing emotional triggers
                                                                                                          • Rewarding people for social media exposure
                                                                                                            • Benefits from involving men more in the decision making process?
                                                                                                              • Young people also have a role to play
                                                                                                                • Figure 21: Influencers when it comes to family leisure activities, November 2015
                                                                                                                • Figure 22: Decision-makers when it comes to family leisure activities, November 2015
                                                                                                            • Interest in Products/Services Aimed at Family Groups

                                                                                                              • People from larger households keenest on deals and family passes
                                                                                                                  • Figure 23: Interest in products/services aimed at family groups, November 2015
                                                                                                              • Factors Influencing Venue Choice

                                                                                                                • Food quality, atmosphere and inclusivity are key factors influencing choice of venue
                                                                                                                  • Eating out ticks all the boxes
                                                                                                                    • Tenpin also scores highly
                                                                                                                      • Highlighting food quality for a slice of the family market
                                                                                                                        • Potential to give customers more influence over atmosphere
                                                                                                                          • Being outdoors is important to those visiting attractions
                                                                                                                            • Figure 24: Factors influencing choice of venue for family groups to visit, November 2015
                                                                                                                        • Appendix

                                                                                                                          • Data sources
                                                                                                                            • Abbreviations

                                                                                                                            Companies Covered

                                                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                                                            Family Leisure - UK - January 2016

                                                                                                                            £1,995.00 (Excl.Tax)