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.
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
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EXECUTIVE SUMMARY
- Market context
- Mintel predicts
- Opportunities
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MARKET DRIVERS
- The German economy
- Graph 1: key economic data, in real terms, 2019-25
- Graph 2: financial confidence index, 2022 – 23
- The impact of the economy on the leisure market
- Graph 3: consumer price index, by category, 2022-23
- Graph 4: participation in selected activities in the last three months, by financial situation, 2023
- Graph 5: plans to participate in selected activities in the next three months, by financial situation, 2023
- Healthy lifestyles
- Graph 6: top three aspects with higher priority as a result of the cost of living crisis, 2023
- The redefinition of the home
- Artificial intelligence
- Graph 7: understanding of AI*, 2023
- Graph 8: anticipated impact of AI on selected areas, 2023
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WHAT CONSUMERS WANT AND WHY
- Participation in out-of-home leisure activities
- Graph 9: repertoire of activities typically done out of home, 2020
- Graph 10: repertoire of activities done out of home in the last 12 months, 2023
- Graph 11: frequency of leisure activity participation out of home in the last 12 months, 2023
- Graph 12: repertoire of leisure activities done out of home in the last 12 months, by generation, 2023
- Graph 13: frequency of 18+ leisure activity participation out of home in the last 12 months, 2023
- Participation in in-home leisure activities
- Research and booking methods for out-of-home leisure activities
- Graph 14: preferred booking methods of out-of-home leisure activities, 2023
- Graph 15: research methods, by preferred booking methods, 2023
- Graph 16: platforms where consumers follow brands/companies on, by generation, 2023
- Behaviours towards leisure activities
- Graph 17: behaviour towards leisure activities, 2023
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LAUNCH ACTIVITY AND INNOVATION
- Advertising and marketing activity
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MARKET SIZE, SEgmentation AND FORECAST
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Appendix – market size and central forecast methodology
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