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Impact of The Recession on Consumers' Leisure Habits - UK - May 2010

This report examines the impact of the recession on consumer spending habits across a wide range of leisure sectors, looking at the background macro-economic factors, key sector trends, where cutbacks have occurred, attitudes towards leisure spending in the current economic climate and likely future prospects.

  • The recession has had a major impact on UK leisure habits, with 53% of consumers staying in more and 59% spending less when they go out.
  • Eight out of ten people expect things to be OK, when it comes to their financial situation, although just over two thirds still have some degree of concern. One in six adults have severe worries or are already in serious difficulty.
  • Almost a quarter of the population (23%) are happy to stay in more often these days because of in-home entertainment technology. The recession has accelerated this cocooning trend, with a third saying they can afford to go out but “just prefer staying in these days”.
  • While C2DEs, families and those on low household incomes are the likeliest to have cut back on all leisure activities, over half of ABC1s, non-families and high-income households have also made cutbacks.
  • Seven out of ten adults are taking advantage of leisure vouchers, offers and discounts and over half are researching prices before they go out. Over half have also reduced their ‘secondary spend’ on items such as food and drink and over four in ten are taking their own food and drink to venues.
  • More than a third of consumers have not changed their spending habits because of the recession. The most recession-proof leisure spenders are ABC1 men under 35, affluent over-55s and single person households.

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • Middle class frugalism
              • End of play now, pay later
              • Market in Brief

                • Homing instinct
                  • Creative adaptation
                    • Recession-proof leisure spenders
                      • Winners and losers
                        • Cheap day return
                          • Cautious optimism
                            • The long view
                            • Internal Market Environment

                              • Key points
                                • Economic growth – recovery remains slight
                                  • Figure 1: GDP quarterly percentage change, 2004-10
                                • Consumer expenditure – shrinking, but less than GDP decline
                                  • Unemployment – 16 year high but less severe than prior recessions
                                    • House prices – stabilising
                                      • Consumer confidence – still cautious
                                        • Figure 2: GfK /NOP Consumer Confidence Index: May 2009-April 2010
                                      • Shopping around
                                        • Figure 3: Trends in statements relating to the economic downturn, Feb 2009-March 2010
                                      • Job insecurity
                                        • Two thirds are coping financially
                                          • Figure 4: Trends in how respondents would describe their financial situation, Feb 2009-March 2010
                                        • One in six severely worried about future
                                          • Figure 5: Trends in consumer sentiment for the coming year, Jan 2009-March 2010
                                      • Broader Market Environment

                                        • Key points
                                          • Boomers and under-35s have most growth potential
                                            • Figure 6: Trends in the age structure of the UK population, by gender, 2005-15
                                          • AB surge
                                            • Figure 7: Forecast adult population trends, by socio-economic group, 2005-15
                                          • Solo living potential
                                            • Figure 8: UK households, by size, 2005-15
                                        • Competitive Context

                                          • Key points
                                            • Discretionary spend priorities
                                                • Figure 9: Trends in what extra money is spent on, Nov 2009-March 2010
                                              • Eating, drinking and making merry
                                                • In-home vs out of home
                                                  • The bigger picture – growth of the leisure society
                                                    • Figure 10: Composition of household expenditure, by percentage, 1970-2008
                                                    • Figure 11: Composition of household expenditure, by index, 1970-2008
                                                • Leisure Market Trends

                                                  • Key points
                                                    • Expenditure overview
                                                      • Figure 12: Consumer expenditure on selected leisure goods and activities, 2005-09
                                                    • Travel
                                                      • Eating out
                                                        • Pubs
                                                          • Betting shops
                                                            • Bingo
                                                              • Lotteries
                                                                • Cinema
                                                                  • Computer games
                                                                    • Days out
                                                                      • Tenpin bowling
                                                                        • Health and fitness clubs
                                                                          • Performing arts and live entertainment
                                                                          • When Do People Go Out?

                                                                            • Key points
                                                                              • Normal service resumed?
                                                                                • Figure 13: Going out habits, February 2009-March 2010
                                                                            • What Leisure Activities Do People Do and How Often?

                                                                              • Key points
                                                                                • Eating/drinking out most popular
                                                                                  • Figure 14: Activities do in leisure time, March 2010
                                                                                • Four in ten 25-44s play regular video games
                                                                                • What Activities Are Being Cut Back?

                                                                                  • Key points
                                                                                    • C2DE families bear brunt of leisure cutbacks
                                                                                      • Figure 15: Spending intentions towards leisure activities in the coming year, March 2010
                                                                                    • Recession-proof activities
                                                                                      • Changing pub culture
                                                                                        • Recession-proof single person households
                                                                                          • Good intentions
                                                                                            • Cutting back across the board
                                                                                              • Figure 16: Repertoire of leisure activities on which spending has been cut back already, March 2010
                                                                                          • Impact of Recession on Leisure

                                                                                            • Key points
                                                                                              • Stay in, spend less
                                                                                                • Figure 17: Statements on impact of economic downturn and recession on leisure activities, March 2010
                                                                                              • Lure of the sofa
                                                                                                • Overseas travel cutbacks
                                                                                                  • Freebie leisure consumer
                                                                                                    • Price sensitivity
                                                                                                      • Figure 18: Changes to leisure habits in response to the economic downturn and recession, March 2010
                                                                                                    • Noses to the grindstone
                                                                                                    • Leisure Target Groups

                                                                                                      • Key points
                                                                                                        • Home Birds
                                                                                                          • Voucher Vultures
                                                                                                            • Work Harder, Play Harder
                                                                                                              • Lacklustre Leisure
                                                                                                              • Appendix – Internal Market Environment

                                                                                                                  • Figure 19: Most popular statements relating to the economic downturn, by demographics, March 2010
                                                                                                                  • Figure 20: Next most popular statements relating to the economic downturn, by demographics, March 2010
                                                                                                                  • Figure 21: Financial situation at the moment, by demographics, March 2010
                                                                                                                  • Figure 22: Impact of the economic downturn on consumers, by demographics, March 2010
                                                                                                                  • Figure 23: Consumer sentiment for the coming year, by demographics, March 2010
                                                                                                              • Appendix – Competitive Context

                                                                                                                  • Figure 24: Most popular things extra money is spent on, by demographics, March 2010
                                                                                                                  • Figure 25: Next most popular things extra money is spent on, by demographics, March 2010
                                                                                                                  • Figure 26: Other things extra money is spent on, by demographics, March 2010
                                                                                                                  • Figure 27: Least popular things extra money is spent on, by demographics, March 2010
                                                                                                                  • Figure 28: What extra money is spent on, by financial situation at the moment, March 2010
                                                                                                                  • Figure 29: What extra money is spent on, by impact of the economic downturn on consumers, March 2010
                                                                                                                  • Figure 30: What extra money is spent on, by consumer sentiment for the coming year, March 2010
                                                                                                              • Appendix – When Do People Go Out?

                                                                                                                  • Figure 31: Going out habits, by demographics, March 2010
                                                                                                                  • Figure 32: Going out habits, by financial situation at the moment, March 2010
                                                                                                                  • Figure 33: Going out habits, by impact of the economic downturn on consumers, March 2010
                                                                                                                  • Figure 34: Going out habits, by consumer sentiment for the coming year, March 2010
                                                                                                              • Appendix – What Leisure Activities Do People Do And How Often?

                                                                                                                  • Figure 35: Most popular activities regularly do in leisure time, by demographics, March 2010
                                                                                                                  • Figure 36: Next most popular activities regularly do in leisure time, by demographics, March 2010
                                                                                                                  • Figure 37: Other activities regularly do in leisure time, by demographics, March 2010
                                                                                                                  • Figure 38: Most popular activities occasionally do in leisure time, by demographics, March 2010
                                                                                                                  • Figure 39: Next most popular activities occasionally do in leisure time, by demographics, March 2010
                                                                                                                  • Figure 40: Other activities occasionally do in leisure time, by demographics, March 2010
                                                                                                                  • Figure 41: Least popular activities occasionally do in leisure time, by demographics, March 2010
                                                                                                                  • Figure 42: Activities regularly do in leisure time, by financial situation at the moment, March 2010
                                                                                                                  • Figure 43: Activities regularly do in leisure time, by impact of the economic downturn on consumers, March 2010
                                                                                                                  • Figure 44: Activities regularly do in leisure time, by consumer sentiment for the coming year, March 2010
                                                                                                                  • Figure 45: Activities occasionally do in leisure time, by financial situation at the moment, March 2010
                                                                                                                  • Figure 46: Activities occasionally do in leisure time, by impact of the economic downturn on consumers, March 2010
                                                                                                                  • Figure 47: Activities occasionally do in leisure time, by consumer sentiment for the coming year, March 2010
                                                                                                                  • Figure 48: Activities regularly do in leisure time, by going out habits, March 2010
                                                                                                                  • Figure 49: Activities occasionally do in leisure time, by going out habits, March 2010
                                                                                                              • Appendix – What Activities Are Being Cut Back?

                                                                                                                  • Figure 50: Spending intentions towards drinking in pubs and bars, March 2010
                                                                                                                  • Figure 51: Spending intentions towards eating out at restaurants or pubs, March 2010
                                                                                                                  • Figure 52: Spending intentions towards going to the cinema, March 2010
                                                                                                                  • Figure 53: Spending intentions towards using public leisure centres, March 2010
                                                                                                                  • Figure 54: Spending intentions towards using private health and fitness clubs, March 2010
                                                                                                                  • Figure 55: Spending intentions towards going to the theatre, March 2010
                                                                                                                  • Figure 56: Spending intentions towards going to nightclubs, March 2010
                                                                                                                  • Figure 57: Spending intentions towards visiting cultural venues, March 2010
                                                                                                                  • Figure 58: Spending intentions towards attending live sports events, March 2010
                                                                                                                  • Figure 59: Spending intentions towards going to betting shops, March 2010
                                                                                                                  • Figure 60: Spending intentions towards playing the Lotto, March 2010
                                                                                                                  • Figure 61: Spending intentions towards playing video games, March 2010
                                                                                                                  • Figure 62: Spending intentions towards going tenpin bowling, March 2010
                                                                                                                  • Figure 63: Spending intentions towards going to music concerts/festivals, March 2010
                                                                                                                  • Figure 64: Spending intentions towards visiting zoos/wildlife parks, March 2010
                                                                                                                  • Figure 65: Spending intentions towards going to theme parks, March 2010
                                                                                                                  • Figure 66: Repertoire of leisure activities on which spending has been cut back already, by demographics, March 2010
                                                                                                                  • Figure 67: Statements on impact of economic downturn and recession on leisure activities, by repertoire of leisure activities on which spending has been cut back already, March 2010
                                                                                                                  • Figure 68: Changes to leisure habits in response to the economic downturn and recession, by repertoire of leisure activities on which spending has been cut back already, March 2010
                                                                                                                  • Figure 69: Going out habits, by repertoire of leisure activities on which spending has been cut back already, March 2010
                                                                                                                  • Figure 70: Activities regularly do in leisure time, by repertoire of leisure activities on which spending has been cut back already, March 2010
                                                                                                                  • Figure 71: Activities occasionally do in leisure time, by repertoire of leisure activities on which spending has been cut back already, March 2010
                                                                                                              • Appendix – Impact of Recession on Leisure

                                                                                                                  • Figure 72: Most popular statements on impact of economic downturn and recession on leisure activities, by demographics, March 2010
                                                                                                                  • Figure 73: Next most popular statements on impact of economic downturn and recession on leisure activities, by demographics, March 2010
                                                                                                                  • Figure 74: Statements on impact of economic downturn and recession on leisure activities, by financial situation at the moment, March 2010
                                                                                                                  • Figure 75: Statements on impact of economic downturn and recession on leisure activities, by impact of the economic downturn on consumers, March 2010
                                                                                                                  • Figure 76: Statements on impact of economic downturn and recession on leisure activities, by consumer sentiment for the coming year, March 2010
                                                                                                                  • Figure 77: Statements on impact of economic downturn and recession on leisure activities, by going out habits, March 2010
                                                                                                                  • Figure 78: Activities regularly do in leisure time, by most popular statements on impact of economic downturn and recession on leisure activities, March 2010
                                                                                                                  • Figure 79: Activities regularly do in leisure time, by next most popular statements on impact of economic downturn and recession on leisure activities, March 2010
                                                                                                                  • Figure 80: Activities occasionally do in leisure time, by most popular statements on impact of economic downturn and recession on leisure activities, March 2010
                                                                                                                  • Figure 81: Activities occasionally do in leisure time, by next most popular statements on impact of economic downturn and recession on leisure activities, March 2010
                                                                                                                  • Figure 82: Statements on impact of economic downturn and recession on leisure activities, by most popular statements on impact of economic downturn and recession on leisure activities, March 2010
                                                                                                                  • Figure 83: Statements on impact of economic downturn and recession on leisure activities, by next most popular statements on impact of economic downturn and recession on leisure activities, March 2010
                                                                                                                  • Figure 84: Statements on impact of economic downturn and recession on leisure activities, by most popular changes to leisure habits in response to the economic downturn and recession, March 2010
                                                                                                                  • Figure 85: Statements on impact of economic downturn and recession on leisure activities, by next most popular statements on impact of economic downturn and recession on leisure activities, March 2010
                                                                                                                  • Figure 86: Most popular changes to leisure habits in response to the economic downturn and recession, by demographics, March 2010
                                                                                                                  • Figure 87: Next most popular changes to leisure habits in response to the economic downturn and recession, by demographics, March 2010
                                                                                                                  • Figure 88: Changes to leisure habits in response to the economic downturn and recession, by financial situation at the moment, March 2010
                                                                                                                  • Figure 89: Changes to leisure habits in response to the economic downturn and recession, by impact of the economic downturn on consumers, March 2010
                                                                                                                  • Figure 90: Changes to leisure habits in response to the economic downturn and recession, by consumer sentiment for the coming year, March 2010
                                                                                                                  • Figure 91: Changes to leisure habits in response to the economic downturn and recession, by going out habits, March 2010
                                                                                                                  • Figure 92: Activities regularly do in leisure time, by most popular changes to leisure habits in response to the economic downturn and recession, March 2010
                                                                                                                  • Figure 93: Activities regularly do in leisure time, by next most popular statements on impact of economic downturn and recession on leisure activities, March 2010
                                                                                                                  • Figure 94: Activities occasionally do in leisure time, by most popular changes to leisure habits in response to the economic downturn and recession, March 2010
                                                                                                                  • Figure 95: Activities occasionally do in leisure time, by next most popular statements on impact of economic downturn and recession on leisure activities, March 2010
                                                                                                                  • Figure 96: Changes to leisure habits in response to the economic downturn and recession, by most popular changes to leisure habits in response to the economic downturn and recession, March 2010
                                                                                                                  • Figure 97: Changes to leisure habits in response to the economic downturn and recession, by next most popular changes to leisure habits in response to the economic downturn and recession, March 2010
                                                                                                              • Appendix – Leisure Target Groups

                                                                                                                  • Figure 98: Target groups, by demographics, March 2010
                                                                                                                  • Figure 99: Statements on impact of economic downturn and recession on leisure activities, by target groups, March 2010
                                                                                                                  • Figure 100: Changes to leisure habits in response to the economic downturn and recession, by target groups, March 2010
                                                                                                                  • Figure 101: Going out habits, by target groups, March 2010
                                                                                                                  • Figure 102: Activities regularly do in leisure time, by target groups, March 2010
                                                                                                                  • Figure 103: Activities occasionally do in leisure time, by target groups, March 2010

                                                                                                              Companies Covered

                                                                                                              • Aldi Stores Ltd (UK & Ireland)
                                                                                                              • Asda Group Ltd
                                                                                                              • British Beer and Pub Association
                                                                                                              • British Sky Broadcasting Group plc (BSkyB)
                                                                                                              • Broadcasters' Audience Research Board Limited
                                                                                                              • Chester Zoo
                                                                                                              • Co-operative Group
                                                                                                              • Domino's Pizza UK & IRL, plc
                                                                                                              • ELSPA
                                                                                                              • Government Actuary's Department (GAD)
                                                                                                              • J. Sainsbury
                                                                                                              • Kantar Media
                                                                                                              • LA Fitness PLC
                                                                                                              • Ladbrokes Ltd
                                                                                                              • Lidl (UK)
                                                                                                              • London Aquarium
                                                                                                              • London Zoo
                                                                                                              • Marks & Spencer
                                                                                                              • McDonald's Restaurants Limited (UK)
                                                                                                              • mmO2 plc
                                                                                                              • Office for National Statistics
                                                                                                              • PizzaExpress Limited
                                                                                                              • T-Mobile (UK) Ltd
                                                                                                              • Tesco Plc
                                                                                                              • The Society of London Theatre
                                                                                                              • UK Film Council
                                                                                                              • Virgin Media Ltd
                                                                                                              • Virgin Mobile
                                                                                                              • Vodafone Group Plc (UK)
                                                                                                              • Waitrose
                                                                                                              • Wm Morrison Supermarkets

                                                                                                              Impact of The Recession on Consumers' Leisure Habits - UK - May 2010

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