Among leisure participants with healthy finances, good for physical (47%) and mental wellbeing (47%) are the top two choice factors for out-of-home leisure activities, outperforming low price (32%), which only ranks 6th. This reflects the priority they put on leisure and health and how it drives their increasing participation levels. Brands can seize the opportunity to promote more premium activities to them amidst multiple crises.
Despite inflation in essential categories slowing down, 70% of Germans think the cost of living will deteriorate over the next year, which means cautious spending is here to stay. Less well-off consumers in particular are forced to continue finding low-price leisure activities, which leisure brands can address by making the bargain hunt more fun.
However, even 41% of financially struggling Germans think spending on non-essentials is a way of treating yourself (vs 62% of financially healthy Germans), indicating that leisure can act as a much-needed break from daily worries for both financial groups. Leisure brands can infuse activities with fun and enjoyment, positioning leisure as a sweet escape, for instance with a focus on nostalgic feelings or social connections. Moreover, emerging tech can help brands find new ground long-term, blending in-person experiences with technological novelties.
In the face of multiple crises, leisure brands can help to lift spirits by offering fun experiences that, for example, evoke nostalgia or foster social connections.
Silvia Hondt, Senior Research Analyst
This Report covers attitudes and behaviours of German consumers aged 16+ regarding their leisure time. It examines which leisure activities Germans participated in and how brands can appeal to them.
Mintel’s market size is based on value sales of different sectors (eg restaurants, health and fitness activities, live entertainment, gambling). Other leisure markets/activities are discussed throughout this Report such as competitive socialising concepts (eg escape rooms, crazy golf), including participation in leisure activities conducted at home.
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