This report looks at the following areas:
- Participation in various leisure activities in the past month, and how this has changed over time.
- Factors influencing choice of leisure activity with a focus on the growing emphasis on wellness.
- Leisure behaviours and preferences and what young adults prioritise for their free time.
- How leisure providers can cater to the rising demand for social activities.
Brits are prioritising wellbeing this spring, with a surge in gym memberships. This opens the door for leisure providers to offer social, health-focused activities.
Trish Caddy, Associate Director – Foodservice
Market Definitions
This quarterly Report explores the changing consumer attitudes and behaviours towards out-of-home leisure activities in the hospitality industry, including dining at pubs and other foodservice establishments, as well as taking part in other leisure activities such as going to the cinema, gym, and attending live sporting and music events.
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key takeaways
- Opportunities for the leisure market
- Social dining and wellbeing take the lead
- Leisure providers are redefining play
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Recent leisure activity participation
- UK says cheers! as pubs lead leisure activities in Spring 2024
- Graph 1: recent leisure activity participation, Spring 2024
- Takeaways dip while social dining holds steady
- Graph 2: percentage change in food/drink leisure activities, 2023-24
- Fine dining makes a comeback
- All non-food leisure experiences gain momentum
- Graph 3: percentage change in non-food/drink leisure activities, 2023-24
- PureGym pumps up Q1 growth
- Young adults seek real- and reel-life drama
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Factors influencing choice of leisure activity
- Social activities take a backseat as Britons prioritise wellbeing
- Promote wellness while keeping a social element for those who seek it
- The pub experience needs to evolve beyond just drinks
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Leisure behaviours and preferences
- Despite a slight dip, seeking promotions remains a top priority
- Catering to the young and the restless
- Rise of online booking and its ripple effects
- Sustainability drives leisure choices
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Appendix
- Market definition
- Consumer research methodology
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