Unlock the potential of the consumer hobbies and interests market with our comprehensive report. Our analysis examines how participation in hobby activity has changed over the past few years, consumer spending on hobbies and interests and the impact of the cost of living crisis on the consumer hobbies and interests market. You’ll gain invaluable insight into the market size, as well as market projections, segmentation, and the latest trends.
Consumer Hobbies and Interests Market Overview
Hobby activity surged during the COVID lockdowns in 2020 and 2021, but overall activity has now fallen as consumers are cutting back on discretionary spending due to the cost of living crisis. While this will negatively affect the consumer hobbies and interests market, there are still potential opportunities as the financial squeeze encourages another wave of in-home ‘cocooning’.
However, traditional hobbies, such as reading, baking and gardening, remain under threat of the ever-present distractions of the online world and TV streaming services.
Market Trends and Consumer Behaviours
The consumer hobbies and interests market offers an escape from lives lived increasingly online, which has been exacerbated since COVID-19. Hobbies create an opportunity for precious ‘me-time’, but for some ,they can be a means of social connection, particularly among younger demographics. Mintel’s UK hobbies statistics reveal that one-third of hobbyists aged 16-34 are using their hobbies and interests to improve their social life.
For half of the workforce, COVID-19 has disrupted normal weekday lifestyle routines. Flexible working can create opportunities to carve out new time for leisure activities such as fitness classes or hobbies. Those working entirely at home, or at a mix of at-home/out-of-home locations, show higher levels of participation in many hobbies than those working mainly or entirely out of the home.
UK hobbies statistics
- Consumer hobbies and interests in the UK: Reading is the most popular hobby in the UK – 67% of adults read books for pleasure.
- Consumer hobbies and interests spending habits: Average spend on hobbies is around £30 per month in the UK.
Future Opportunities for Consumer Hobbies and Interests Market
Leisure and hospitality venues could harness the growing interest among Gen Z to participate in hobbies and interests to improve their social life by offering spaces to aid social connections through shared interests – for example hosting book groups, music workshops, crafting, or experiences with bake-off style competitive socialising elements.
Those with hybrid working arrangements are a key group for the hobbies and interest market to target – they are significantly more likely than those working out of home to attach a higher priority to their hobbies now than they did before the pandemic. Hybrid workers are also more likely to be in relatively well-paid occupations, making them an attractive proposition for leisure and hobby brands.
To discover more about the UK Leisure Market, read our UK Video Games and Consoles Market Report, or take a look at our other Leisure Time Market Research.
Quickly Understand
- How participation in hobby activities has changed over the past few years.
- Consumer spend in the hobbies and interests market.
- The impact of the cost-of-living crisis on consumers’ hobbies and interests market.
- The impact of wider social drivers, including changing working patterns, on hobby activity.
- Hobby motivations and sources of inspiration.
- Explores UK hobbies statistics.
Expert Analysis from a Specialist in the Leisure Sector
This report, written by John Worthington, a leading analyst in the leisure sector, delivers in-depth commentary and analysis to highlight current trends in the hobbies and interests market and add expert context to the numbers.
The opportunity for brands is to promote home-based hobby activities as an affordable alternative to an expensive night out or family day out, with the added benefit of providing a therapeutic escape valve in worrying times.”
John Worthington
Senior Analyst
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Overview
- Key issues covered in this Report
- Products covered in this Report
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Executive Summary
- Reading, baking/cooking, gardening and home improvements are the leading hobbies
- Figure 1: Participation in hobbies and interests, 2022
- Painting/drawing and textiles are the most popular craft hobbies
- Figure 2: Participation in arts and crafts activities in the last 12 months, 2022
- Activity has reduced since ‘peak hobby’ period in 2020 but is still ahead of pre-COVID levels
- Figure 3: Participation in hobbies and interests in the past 12 months, 2019 and 2022
- Average hobby spend is £30 per month
- Figure 4: Monthly spending on hobbies and interests, 2022
- Social platforms are the biggest influence on hobbies
- Figure 5: Sources of inspiration for hobbies and interests, 2022
- Mental stimulation and stress management are seen as the key lifestyle benefits
- Figure 6: Impact of hobbies and interests on lifestyle, 2022
- Cost-of-living crisis offers challenges and opportunities for hobbies
- Figure 7: Impact of the rising cost of living on hobbies and interests, 2022
- Reading, baking/cooking, gardening and home improvements are the leading hobbies
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Issues and Insights
- Hybrid hobbyists
- Hobbies as the new drinking
- Equal hobby rights
- Sew bros and metalwork mums
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Market Drivers
- COVID is no longer a major driver of leisure behaviour…
- Figure 8: Levels of high concern* about COVID-19, 2020-23
- …and out-of-home spend has recovered strongly
- Figure 9: Leisure market* value, 2017-22
- From crisis to crisis
- The UK may enter recession in H1 2023
- Inflation has peaked but will remain high through 2023
- The biggest fall in living standards for several decades
- Figure 10: UK CPI inflation* versus weekly earnings growth**, 2021-22
- Mortgage payers also feeling the pinch
- Consumer confidence has tumbled
- Figure 11: Consumers’ confidence about their financial situation, 2021-23
- Retail sales volumes have been declining year-on-year since April 2022
- Figure 12: UK total monthly retail sales volume (non-seasonally adjusted), 2022 versus 2021
- A squeeze on discretionary spend…
- …is likely to have mixed effects on hobbies
- Figure 13: Expected consumer changes due to rising cost of living, 2022-23
- COVID-19 has led to a permanent shift in working patterns
- Figure 14: Working arrangements of UK workforce, 2021 and 2022
- Flexible working can create more weekday leisure time
- Quiet quitters are seeking a better work/life balance
- The age of anxiety
- Figure 15: Self-reported ‘high anxiety’ score* for UK adults aged 16+, 2019-22
- Hobbies can help people connect
- Sober-curious Gen-Zers are looking for alternative social pursuits
- Hobbies could be the new drinking
- Books, DIY and gardening retailers all benefited from the pandemic…
- …but 2022 has seen a slowdown
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- Figure 16: Selected UK hobby-related retail markets, market value, 2019-22
- Hobbycraft reports strong Christmas sales
- Hobbies and technology
- Digital switch-off
- Social media inspiration
- The power of TikTok
- Hobby influencers
- COVID is no longer a major driver of leisure behaviour…
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Participation Trends in Hobbies and Interests
- Reading, baking/cooking, gardening and home improvements are the leading hobbies
- Figure 17: Participation in hobbies and interests, 2022
- Engagement with hobbies has fallen but remains above pre-pandemic levels
- Figure 18: Participation in hobbies and interests in the past 12 months, 2019-22
- Arts and crafts have the biggest gender bias
- Figure 19: Participation in hobbies and interests in the last 12 months, by gender, 2022
- Rise of the male home baker
- Figure 20: Participation in hobbies and interests in the last 12 months, percentage point change, by gender, 2019-22
- Under-35s are the most likely to engage in creative activities
- Figure 21: Participation in hobbies and interests in the last 12 months, by age, 2022
- COVID has led to a surge in middle-aged hobby activity…
- Figure 22: Participation in hobbies and interests in the last 12 months, percentage point change, by age, 2019-22
- …helped by more flexible working patterns
- Figure 23: Participation in hobbies and interests in the last 12 months, by working arrangements, 2022
- Reading, baking/cooking, gardening and home improvements are the leading hobbies
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Participation Trends in Arts and Crafts
- Painting/drawing and textiles are the most popular arts & crafts hobbies
- Figure 24: Participation in arts and crafts activities in the last 12 months, 2022
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- Figure 25: Participation in arts and crafts activities in the last 12 months, percentage point change, by activity, 2019 and 2022
- Sew bros and women woodworkers are challenging hobby stereotypes
- Figure 26: Gender profile of those doing arts and crafts activities in the last 12 months, 2022
- One in four adults are interested in craft subscription services
- Figure 27: Interest in purchasing arts and crafts subscription boxes, 2022
- Painting/drawing and textiles are the most popular arts & crafts hobbies
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Spending on Hobbies and Interests
- Average spend on hobbies is around £30 per month
- Figure 28: Monthly spending on hobbies and interests, 2022
- Men are twice as likely as women to spend £50+ per month on their hobbies
- Figure 29: Percentage of hobbyists spending £50 or more on hobbies and interests, by key demographics, 2022
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- Figure 30: Percentage of hobbyists spending £50 or more on hobbies and interests, by key activity, 2022
- Average spend on hobbies is around £30 per month
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Sources of Inspiration for Hobbies and Interests
- Social media platforms are now the biggest influence on hobbies
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- Figure 31: Sources of inspiration for hobbies and interests, 2022
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- Figure 32: Sources of inspiration for hobbies and interests, by gender, 2022
- Half of 16-34s and a third of 35-54s get inspiration from social media
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- Figure 33: Sources of inspiration for hobbies and interests, by age, 2022
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- Figure 34: Sources of inspiration for hobbies and interests, by activity, 2022
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Hobbies and Interests – Lifestyle Impacts
- A third of under-45s see their hobbies as a higher priority than before COVID-19
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- Figure 35: Impact of COVID-19 on hobbies and interests 2022
- Mental stimulation and stress management are seen as key hobby benefits
- Hobbies can provide meaning and escape in a troubled world
- Figure 36: Impact of hobbies and interests on lifestyle, 2022
- Stress relief and digital downtime are seen by women as especially important hobby benefits
- Figure 37: Impact of hobbies and interests on stress management and ‘digital switch-off’, by gender, 2022
- Mental agility and rejuvenation are seen as important by older hobbyists
- Work/life balance and social connection are also key drivers
- Figure 38: Impact of hobbies and interests on lifestyle, by age, 2022
- One in four don’t have enough time for their hobbies
- Figure 39: Time available for hobbies and interests, 2022
- Demanding equal hobby rights
- Daytime hobby windows, special-interest breaks and workshops can offer dedicated spaces to time-pressed women…
- …and can make welcome gift opportunities
- Figure 40: Percentage of hobbyists who do not have enough time available for hobbies and interests, by key demographics, 2022
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The Impact of the Cost-of-Living Crisis on Hobbies and Interests
- Spending may be reduced but hobbies can provide cheaper substitutes for out-of-home leisure
- Figure 41: Impact of the rising cost of living on hobbies and interests, 2022
- A new spirit of resourcefulness
- Figure 42: Impact of the rising cost of living on hobbies and interests, by age, 2022
- Spending may be reduced but hobbies can provide cheaper substitutes for out-of-home leisure
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Appendix – Data Sources, Abbreviations, and Supporting Information
- Abbreviations
- Consumer research methodology
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