Germany Leisure Review 2024

Stay ahead of the curve and future-proof your business with Mintel’s Germany Leisure Market Report 2024. Our full report is packed with consumer-led market intelligence, leisure trends in Germany, and consumer behaviours affecting your industry. Get a 360° view of the leisure market Germany including market size, share, and a growth forecast to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

• A detailed outlook of the leisure market Germany, including market drivers and expert insights.
• The short-, medium- and long-term impact of inflation on the leisure market Germany.
• Participation in in-home and out-of-home leisure activities and how brands can engage a broader target group.
• Research and booking methods of leisure activities and potential to make processes easier.
• Consumer behaviour towards leisure activities with a focus on changes in socialising behaviour.
• Plans to watch the 2024 UEFA European Football Championship and what brands can do to capitalise.
• How your business can tap into opportunities to increase your share in the leisure market Germany.

An Overview of the Leisure Market Germany

Mintel’s German leisure market report shows that the last two years of rising prices have done significant damage to households’ finances, and prices for some leisure activities will likely continue to rise in 2024 due to tax increases within the eating out market.

Although inflation rates are slowly falling, some consumers still need to cut their leisure spending in 2024. Thus, brands will need to continue to offer low-cost options to help consumers struggling financially to participate in leisure activities.

Trends in the Leisure Industry: What Consumers Want and Why

• Inflation & the Leisure Market Germany: Only 20% of German consumers who are struggling financially expect to have more money to spend on non-essentials in 2024 compared to 2023. In-home leisure brands can continue to benefit as the cheaper alternative, whilst out-of-home leisure brands can learn from best practice examples, such as gyms offering flexible contracts to promote offers at different price points. Moreover, leisure brands can step up efforts to promote offers to less engaged consumers. For example, they can encourage singles to participate in leisure activities on their own to increase market volume and compensate for some consumers cutting down their spending.
• Projected Consumer Behaviour: Mintel’s analysis on trends in the leisure industry shows that those who had to cut back on leisure spending will likely look out for new activities to try once they are financially stable again. Brands can offer seamless research and booking processes to resonate with them.
• Leisure Trends in Germany: Gen Z are on the lookout for new ways to socialise. At 80% playing a social entertainment game at a leisure provider outperformed visiting a bar or nightclub. Brands are encouraged to tap into competitive socialising to appeal to one of their most engaged leisure consumer groups.

A Forecast for the Leisure Market Germany

Technical development will have a major impact on leisure trends in Germany:

• As AI becomes more widespread, optimising online content for AI search tools will increase visibility.
• AR and VR devices will help brands to create exciting experiences such as competitive socialising offers, expanding into the digital world, and thus contributing to value growth in the leisure market Germany.

To learn how to connect with your audience, purchase our Germany Leisure Market Report 2024 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: ChatGPT, Kunstpalast Düsseldorf, Open Air Cinema Friedrichshain, Apple, VirtaLounge, Yorck, Live Nation, Snapchat, eventim, eventfinder, Pott’d, vabali, ALATURKA, Barry, John Reed, Peloton, Das Wormser, Europa-Park, Hüttenleben, LeoSafeplay, Check Dein Spiel, Polly, Bicycle, ASTOR, Sony, and many more.

Products: VR and AR devices, out-of-home dining, live entertainment (concerts, theatre, sporting events, festivals), clothing, gyms/public fitness venues/swimming pools, social entertainment games at a leisure provider, indoor visitor attractions, cinema, spa/wellness centres, bars/nightclubs, and more.

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Expert Insights on Trends in the Leisure Industry

This report, written by Silvia Hondt, Research Analyst, delivers in-depth commentary and analysis to highlight leisure trends in Germany and add expert context to the numbers.

2024 is expected to be another challenging year for consumers and brands. By offering leisure activities at different price points, for example basic and premium, consumers can be kept engaged.

Silvia Hondt
Research Analyst – Travel & Leisure