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Leisure Review - UK - December 2018

“Consumers are actively seeking the ‘new’ and they’re willing to pay for it. Activities which encourage them to step outside of their comfort zones and exert themselves both mentally and physically will appeal.”

- Zameira Hersi, Leisure Analyst

This report will look at the following areas:

  • Millennials remain the key target market
  • How to tap into the market seeking the ‘new’
  • How to appeal to parents with young children

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Table of contents

  1. Overview

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

          • The market
            • Leisure industry continues to enjoy healthy growth
              • Figure 1: Forecast UK leisure industry* market value, 2013-23
            • Market forecast to reach £126 billion
              • Online gaming and betting accounted for the greatest growth in 2018
                • Figure 2: Value of the leisure industry*, by segment, 2013-18
              • Companies and brands
                • Nights out are changing
                  • The war on plastic
                    • Period poverty
                      • Wellness movement
                        • The consumer
                          • Nine in 10 have participated in a leisure activity
                            • Figure 3: Overall participation in leisure activities, September 2018
                          • The hunt for the new and the willingness to pay for it
                            • Figure 4: Leisure behaviours, September 2018
                          • Activities that cater for self-improvement will prosper
                            • Figure 5: Appealing elements of activities, September 2018
                          • High interest in new leisure activities
                            • Figure 6: Participation/interest in new leisure activities, September 2018
                          • Price and location are the key consideration factors
                            • Figure 7: Important factors considered prior to participation in leisure activities during the weekdays and weekends (any rank), September 2018
                          • What we think
                          • Issues and Insights

                            • Millennials remain the key target market
                              • The facts
                                • The implications
                                  • How to tap into the market seeking the ‘new’
                                    • The facts
                                      • The implications
                                        • How to appeal to parents with young children
                                          • The facts
                                            • The implications
                                            • The Market – What You Need to Know

                                              • Leisure industry continues to enjoy healthy growth
                                                • Market forecast to reach £126 billion
                                                  • Market boosted by World Cup and rise of staycations
                                                    • Public leisure centres/swimming pools are struggling…
                                                      • …whilst the surge in private health and fitness clubs continues
                                                      • Market Size and Forecast

                                                        • Leisure industry continues to enjoy healthy growth
                                                          • Market boosted by World Cup and rise of staycations
                                                            • Re-inventing the night out
                                                              • Private health clubs cash in at public sector’s expense
                                                                • Figure 8: Value of the UK leisure industry*, 2013-23
                                                              • Leisure market forecast set to reach £126 billion
                                                                • Figure 9: Forecast UK leisure industry* market value, 2013-23
                                                              • Forecast methodology
                                                              • Market Segmentation

                                                                • Online gaming and betting accounted for the greatest growth in 2018…
                                                                  • …whilst land-based gambling’s growth has halted
                                                                    • Figure 10: Value growth rates in the leisure industry*, by sector, 2017-18
                                                                  • Music concerts/festivals also see strong growth
                                                                    • Public leisure centres/swimming pools are struggling…
                                                                      • …whilst the surge in private health and fitness clubs continues
                                                                        • Nightclubs continue to be the market struggling the most
                                                                          • Restaurants, pubs and bars account for two thirds of the revenue
                                                                            • Figure 11: Value of the leisure industry*, by segment, 2018
                                                                            • Figure 12: Value of the leisure industry*, by segment, 2013-18
                                                                        • Market Drivers

                                                                          • Experiences over possessions
                                                                            • High street retailers are experiencing difficulties
                                                                              • Britain’s youth are prioritising experiences
                                                                                • R̶e̶t̶a̶i̶l̶ Experience spaces
                                                                                  • Kidults and their growing impact
                                                                                    • The cause
                                                                                      • Generational differences in priorities
                                                                                        • Millennials value experiences
                                                                                          • They are embracing their ‘inner child’…
                                                                                            • …and businesses are helping them to do it
                                                                                              • Importance of health continues to be realised
                                                                                                • UK adults’ pursuit of fitness
                                                                                                  • The motivation to eat better…
                                                                                                    • …resulting in a rise of holistic experiences
                                                                                                      • The ‘cocktail’ that strengthened the leisure industry
                                                                                                        • Unfavourable exchange rates
                                                                                                          • Figure 13: Historical monthly exchange rates (Pound to euro), December 2013-October 2018
                                                                                                        • Hot summer
                                                                                                          • Figure 14: Proportion of consumers who booked holidays in the past three months, by month, April-October 2017 and 2018
                                                                                                        • World Cup
                                                                                                          • Becoming a cashless society
                                                                                                            • The popularity of contactless payments
                                                                                                              • First pub to go cashless in the UK
                                                                                                                • Contactless wristbands at festivals
                                                                                                                  • Alternative ways of working out
                                                                                                                    • Rock climbing participation rivalling football
                                                                                                                      • Parkour the ‘new’ sport to watch
                                                                                                                        • The importance of apps
                                                                                                                          • ClassPass
                                                                                                                            • Dusk
                                                                                                                              • Sofar
                                                                                                                              • Companies and Brands – What You Need to Know

                                                                                                                                • Nights out are changing
                                                                                                                                  • Cinema
                                                                                                                                    • Mini-golf
                                                                                                                                      • The role of cryptocurrency
                                                                                                                                        • The war on plastic
                                                                                                                                          • Period poverty
                                                                                                                                            • Spectator sports
                                                                                                                                              • Eating out
                                                                                                                                                • Wellness movement
                                                                                                                                                • Launch Activity and Innovation

                                                                                                                                                  • Nights out are changing
                                                                                                                                                    • Disney is not just for the kids, it’s for the kidults too
                                                                                                                                                      • Mini-golf taken to the next level
                                                                                                                                                        • Immersive theatre and its emphasis on living
                                                                                                                                                          • The rise of virtual reality
                                                                                                                                                            • Number of arcades is quickly growing
                                                                                                                                                              • The growing role of cryptocurrency
                                                                                                                                                                • First Bitcoin-funded theatre production
                                                                                                                                                                  • World’s first cryptocurrency art sale
                                                                                                                                                                    • Earning cryptocurrency whilst working out
                                                                                                                                                                      • The leisure industry’s growing conscience
                                                                                                                                                                        • Ethical ticket sales
                                                                                                                                                                          • Fairer ticket exchange marketplaces
                                                                                                                                                                            • The war on plastic
                                                                                                                                                                              • Festivals team up with supermarket brand to encourage recycling
                                                                                                                                                                                • Festivals’ mission to be plastic-free
                                                                                                                                                                                  • Ban on straws in theatres
                                                                                                                                                                                    • Race organisers ban single-use plastic
                                                                                                                                                                                      • Period poverty
                                                                                                                                                                                        • Scotland driving the fight
                                                                                                                                                                                          • Football clubs are ‘On The Ball’
                                                                                                                                                                                            • Brunch’s involvement in the conversation
                                                                                                                                                                                              • Wellness movement
                                                                                                                                                                                                • A museum dedicated to happiness
                                                                                                                                                                                                  • Mindfulness whilst running
                                                                                                                                                                                                  • The Consumer – What You Need to Know

                                                                                                                                                                                                    • Participation in activities
                                                                                                                                                                                                      • Eating and drinking out remains Britain’s most popular pastime
                                                                                                                                                                                                        • Those who spend more are doing more
                                                                                                                                                                                                          • The hunt for the new and the willingness to pay for it
                                                                                                                                                                                                            • Parents want their children to just be children
                                                                                                                                                                                                              • Activities that cater for self-improvement will prosper
                                                                                                                                                                                                              • Leisure Activity Participation

                                                                                                                                                                                                                • Nine in 10 have participated in a leisure activity
                                                                                                                                                                                                                  • Figure 15: Overall participation in leisure activities, September 2018
                                                                                                                                                                                                                • Eating and drinking out remains Britain’s most popular pastime…
                                                                                                                                                                                                                  • …but cost is a barrier
                                                                                                                                                                                                                    • Figure 16: Participation in leisure activities, September 2018
                                                                                                                                                                                                                  • Consumers are just as likely to gamble each month as they are to head to the pub
                                                                                                                                                                                                                    • Commitment to public vs private fitness and health
                                                                                                                                                                                                                      • Visitor attractions and the opportunity to gain frequent visitors
                                                                                                                                                                                                                        • Those who spend more are doing more
                                                                                                                                                                                                                          • Figure 17: Differences in participation, September 2018
                                                                                                                                                                                                                        • Those who spend more prefer to be “doing” rather than “consuming”
                                                                                                                                                                                                                          • Figure 18: Where those who are spending more money on leisure activities are over-indexing, September 2018
                                                                                                                                                                                                                        • Nightclubs are catching the interest of those spending more
                                                                                                                                                                                                                          • There is a preference for live entertainment
                                                                                                                                                                                                                            • Music festivals
                                                                                                                                                                                                                              • Attending sporting events
                                                                                                                                                                                                                              • Leisure Behaviours

                                                                                                                                                                                                                                • The hunt for the new and the willingness to pay for it
                                                                                                                                                                                                                                  • Figure 19: Leisure behaviours, September 2018
                                                                                                                                                                                                                                • Parents want their children to just be children
                                                                                                                                                                                                                                  • Figure 20: Participation in leisure activities, by parental status, September 2018
                                                                                                                                                                                                                                • However, parents of older children shouldn’t be forgotten
                                                                                                                                                                                                                                  • Consumers want activities to be active
                                                                                                                                                                                                                                  • Drivers of Participation

                                                                                                                                                                                                                                    • Activities that cater for self-improvement will prosper
                                                                                                                                                                                                                                      • Figure 21: Appealing elements of activities, September 2018
                                                                                                                                                                                                                                    • Fitness and wellness appeals to all
                                                                                                                                                                                                                                      • Consumers want to escape technology
                                                                                                                                                                                                                                          • Figure 22: Appealing elements of activities, by age, September 2018
                                                                                                                                                                                                                                        • Developing new skills
                                                                                                                                                                                                                                          • Younger Brits are after adrenaline and augmented reality
                                                                                                                                                                                                                                          • Participation in New Activities

                                                                                                                                                                                                                                            • High interest in new leisure activities
                                                                                                                                                                                                                                              • Figure 23: Participation/interest in new leisure activities, September 2018
                                                                                                                                                                                                                                            • Brits’ interest in new leisure activities grows
                                                                                                                                                                                                                                              • Figure 24: Interest in new leisure activities, September 2017 and September 2018
                                                                                                                                                                                                                                            • Millennials look to embrace their inner child
                                                                                                                                                                                                                                            • Important Factors – Weekdays vs Weekends

                                                                                                                                                                                                                                              • Price is the key factor
                                                                                                                                                                                                                                                • Figure 25: Important factors considered prior to participation in leisure activities during the weekdays and weekends (any rank), September 2018
                                                                                                                                                                                                                                              • Parking made easy
                                                                                                                                                                                                                                                • These factors trump all else
                                                                                                                                                                                                                                                  • Prioritisation of cost may be driving social isolation
                                                                                                                                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                                    • Data sources
                                                                                                                                                                                                                                                      • Abbreviations
                                                                                                                                                                                                                                                        • Consumer research methodology
                                                                                                                                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                                          • Market Forecast
                                                                                                                                                                                                                                                            • Figure 26: UK leisure industry*, value forecast scenarios, 2018-23
                                                                                                                                                                                                                                                          • Forecast methodology

                                                                                                                                                                                                                                                          Leisure Review - UK - December 2018

                                                                                                                                                                                                                                                          US $2,552.20 (Excl.Tax)