2022
9
Germany Leisure Review Market Report 2022
2022-12-05T12:02:08+00:00
REPDCAA4824_392D_44BA_BD13_2D23DEA835D1
2195
158196
[{"name":"Leisure Time","url":"https:\/\/store.mintel.com\/industries\/leisure-time"}]
Report
en_GB
While the cost-of-living crisis forces consumers to cut on spending, leisure brands can prove their value by promoting social aspects of out-of-home activities and stabilise sales with age-inclusive offers.

Germany Leisure Review Market Report 2022

£ 2,195 (Excl.Tax)

Description

The Germany Leisure Review Market Report 2022 identifies consumers’ attitudes towards spending on leisure activities, the impact of COVID, and the impact of inflation on the Germany leisure market. This report covers the Germany leisure market size, market forecast, market segmentation and trends in the leisure industry.

Germany Leisure Market Research: Current Market Landscape

While COVID-19 restrictions negatively impacted leisure venues in Q1 2022, pandemic-induced pent-up demand for leisure activities helped to revive expenditure after restrictions were lifted over spring and summer.

However, our Germany leisure market research shows the current cost-of-living crisis forces Germans to cut on spending for leisure, further slowing market recovery with inflation reaching a record high since the 1950s. While this causes prices to rise, wages are falling behind. This means that consumers will have to start making choices about how they balance their spending and cut back on non-essential expenses.

Leisure Review Germany: Market Share and Key Industry Trends

As inflation is expected to remain above average levels, recovery of the Germany leisure market is challenged further. Our leisure review Germany predicts that volume growth is likely to slow as people cut back on the amount of activities.

According to our German leisure market report, however, the increased costs for leisure will help to drive up the value of expenditure rebounding to pre-COVID-19 levels in 2024.

  • 56% of Germans expect to do less out-of-home-leisure activities.
  • 57% of consumers are likely to search for cheaper alternatives.
  • 68% of consumers prefer doing leisure activities with friends/family over doing them alone.
  • 42% of Baby Boomers have more than 8 hours of leisure time on weekdays.

Future Trends in the Leisure Industry

According to our Germany leisure market research, value growth is expected to accelerate as the volume of leisure activities will increase once consumers feel personal financial relief. While new technologies, e.g. VR experiences, offer a major growth opportunity, leisure operators need to find a balance between increasing digitalisation and personal contact.

Our German leisure market report has identified that under-35-year-olds are most engaged in leisure activities, thus, leisure providers need to appeal to this target group with selected premium activities or offers focusing on stress reduction to somewhat buffer the decline in volume. At the same time, it is crucial to broaden the target group with offers tailored to older age groups to help stabilise sales during economic crisis. Promoting the social aspects of in-person activities also serves trends in recreation and leisure 2022.

Read on to discover more details or take a look at all of our German Leisure Time Market Research.

Quickly Understand

  • How much leisure time does the average person have?
  • The participation in out-of-home and in-home leisure activities.
  • Consumers’ future interest in out-of-home leisure activities.
  • The impact of sustainability, social isolation and financial concerns on leisure behaviours.
  • Leisure behaviours of under-35-year-olds as a key target group.
  • The short-, medium- and long-term impact of inflation on the out-of-home Germany leisure market.
  • Market size covering consumer spend on out-of-home leisure.

Covered in this Report

Products: Restaurants (value sales from traditional restaurants, self service restaurants, snack bars, coffee shops, ice cream parlours), health and fitness activities (sports participation, private health and fitness clubs, public leisure centres, swimming pools), live entertainment (music concerts and festivals, performing arts and spectator sports), gambling (land-based gambling and online gaming and betting), other leisure activities (visitor attractions, cinemas and tenpin bowling).

Brands: Deichkind, Urban Sports, Spanish tapas, Theater Trier, Schreiber, Miniatur Wunderland Hamburg, Hafenrestaurant Grömitz, Löffelröhrchen, Fitness First, Neustart Kultur, Hamburg Chamber Art Association, Museum of Natural History, and more.

Expert Analysis from a Specialist in the Field

This report, written by Silvia Hondt, a leading analyst in the Travel & Leisure sector, delivers in-depth commentary and analysis to highlight current trends in recreation and leisure 2022, and adds expert context to the numbers.

While the cost-of-living crisis forces consumers to cut on spending, leisure brands can prove their value by promoting social aspects of out-of-home activities and stabilise sales with age-inclusive offers.

Silvia Hondt
Silvia Hondt
Research Analyst – Travel & Leisure

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • Market context
    • Mintel predicts
    • Opportunities
  2. MARKET DRIVERS

    • The German economy
    • Graph 1: key economic data, in real terms, 2019-24
    • The impact of the economy on the out-of-home leisure market
    • Graph 2: spending behaviour, 2022
    • Social isolation
    • Experience-hungry society
    • Labour shortage
  3. WHAT CONSUMERS WANT AND WHY

    • Amount of leisure time
    • Graph 3: amount of leisure time during a typical weekday, by generation, 2022
    • Graph 4: amount of leisure time during a typical day at the weekend, by generation, 2022
    • Participation in out-of-home leisure activities
    • Graph 5: repertoire of types of activities done out of home in the last 12 months, by generation, 2022
    • Graph 6: frequency of leisure activity participation out of home in the last 12 months, NET, 2022
    • Graph 7: frequency of leisure activity participation out of home in the last 12 months, 2022
    • Graph 8: frequency of 18+ leisure activity participation out of home in the last 12 months, 2022
    • Frequency of in-home leisure activities
    • Graph 9: frequency of doing in-home leisure activities in the last 12 months, 2022
    • Future interest in out-of-home leisure activities
    • Graph 10: interest in doing the following out-of-home leisure activities in the future, 2022
    • Out-of-home leisure behavoiurs
    • Graph 11: out-of-home leisure behaviours, 2022
  4. LAUNCH ACTIVITY AND INNOVATION

    • Advertising and marketing activity
  5. MARKET SIZE, SEgmentation AND FORECAST

  6. APPENDIX

    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Appendix – market size and central forecast methodology (if applicable)

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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