2022
9
UK Hobbies and Interests Market Report 2022
2022-02-19T03:10:14+00:00
OX1100793
2195
148109
[{"name":"Leisure Time","url":"https:\/\/store.mintel.com\/industries\/leisure-time"}]
Report
en_GB
“The pandemic has raised the importance of hobbies in people’s lives, and seen many adults take up brand new interests, revisit old pastimes and rediscover a sense of childhood play.

UK Hobbies and Interests Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Hobbies and Interests report identifies consumer attitudes towards hobbyists, key market drivers, and consumer hobbies and interests in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the Hobbies and Interests market in the UK.

Current Market Landscape

Spending on hobbies and interests could be partly dampened by the rising cost-of-living crisis in the coming months. However, those who describe their situation as ‘healthy’, with money left over at the end of each month, are much more likely to spend time on their hobbies than those in less affluent financial situations, which should help to mitigate the impact.

  • One in five adults have embarked on a new hobby since the outbreak of COVID-19. Three in 10 have rekindled an interest from the past.
  • 18% of adults have rediscovered a hobby they had previously done as an adult, and 15% have become ‘kidults’ – reconnecting with a hobby last enjoyed in their childhood.

Potentially, any further downturn in out-of-home leisure spend could even provide a further boost to lower-cost home-based alternatives.

Future Market Trends in Hobbies and Interests

The COVID-19 lockdowns and restrictions created ideal conditions for hobbies. As society moves into a post-pandemic phase, where social restrictions are no longer deemed to be necessary, and competition from out-of-home leisure fully recovers, it is unlikely that activity will fully match the peak levels seen during 2020 and 2021.

However, a permanent transition to more flexible working arrangements, including more time spent at home, and a growing interest in wellness, stress management and work/life balance, are conducive to future consumer engagement with hobbies and interests.

Read on to discover more details or take a look at all of our UK Leisure Time market research.

Quickly understand

  • Consumer participation in hobbies and interests over the past 12 months.
  • The impact of COVID-19 on hobbies and interests, and how the COVID recovery phase is likely to affect participation.
  • Key market drivers and trends in work and leisure.
  • How hobbyists can be segmented according to the time they spend on hobbies and their main motivations.
  • Types of retailer used by hobbyists: generalist versus specialists; online versus in-store.

Covered in this report

Brands: Hobbycraft, Amazon, John Lewis, The Works, Facebook, YouTube.

Expert analysis from a specialist in the field

This report, written by Utku Tansel, a leading analyst in the Retail sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The pandemic has raised the importance of hobbies in people’s lives, and seen many adults take up brand new interests, revisit old pastimes and rediscover a sense of childhood play. Hands-on physical activities offer digital downtime and provide a therapeutic pressure valve in a stressed society.

Utku Tansel - European Retail AnalystJohn Worthington
Senior Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • COVID has continued to boost hobby participation during 2021
      • Figure 1: Participation in hobbies and interests, 2021
    • Interest in therapeutic hobbies has led to an arts & crafts boom
      • Figure 2: Participation in arts and crafts activities in the last 12 months, 2021
    • New hobbies, rekindled passions and kidults
      • Figure 3: Impact of COVID-19 on new and existing hobby activity, 2021
    • A third of hobbyists participate on a daily basis
      • Figure 4: Hobby and interest consumer groups, 2021
    • Hobbies are helping a stressed-out nation to decompress and rebalance
    • Solo hobbyists and social hobbyists
      • Figure 5: Hobby and interest motivations, 2021
    • In-store experience is critical for specialist hobby brands
      • Figure 6: Types of retailer used for hobbies and interests, 2021
    • Permanent legacy of the pandemic
      • Figure 7: Expected time spent on hobbies and interests after COVID-19, 2021
  3. Issues and Insights

    • Post-pandemic work/life changes look positive for hobby brands and retailers
    • Homeworking model is here to stay
    • Value shift
    • Working from home has had a direct impact on hobbies…
    • …but brands will also need to help people carve out time and space for their hobbies
    • Out-of-home hobby experiences can also provide social connection in the age of remote working
    • Mum-time hobbies
  4. Market Drivers

    • COVID concerns have been slow to ease despite vaccine rollout
      • Figure 8: Levels of concern about COVID-19, 2020-22
    • Leisure spend is slowly recovering
      • Figure 9: Impact of COVID-19 on spending on leisure and entertainment, 2020-22
    • COVID legacies for leisure
    • In-home leisure is now a higher priority
    • Solo versus social leisure
      • Figure 10: Post-COVID changes in social leisure habits, 2021
    • Working from home has boosted hobby uptake
    • Flexible working is set to become the future template for many white-collar workers
      • Figure 11: Working arrangements of UK workforce, 2021
    • One in four businesses are using or intend to use increased homeworking
    • Tuesday-Thursday in the office
      • Figure 12: Post-COVID-19 working-from-home expectations, 2021
    • Work/life balance is seen as the main advantage of homeworking
    • The four-day week has moved up the agenda
    • The Great Resignation
    • Stressed-out nation
      • Figure 13: Self-reported ‘high anxiety’ score* for UK adults, 2019-21
    • Hobbies will play a key role in wellbeing and work/life balance
    • The kidults are alright
  5. Participation in Hobbies and Interests

    • A third of adults participate in six or more hobbies
      • Figure 14: Participation in hobbies and interests, 2021
    • Hobbies have less rigid gender identities than in the past
      • Figure 15: Participation in hobbies and interests in the last 12 months, by gender, 2021
    • Creative and skills-based hobbies have strongest appeal to Millennials
      • Figure 16: Participation in hobbies and interests in the last 12 months, by age, 2021
    • Homeworkers are more likely to participate in almost all hobbies
      • Figure 17: Participation in hobbies and interests in the last 12 months, by working arrangements, 2021
      • Figure 18: Number of hobbies and interests done in the last 12 months, 2021
  6. Participation in Arts and Crafts

    • COVID craft boom
      • Figure 19: Participation in arts and crafts activities in the last 12 months, 2021
    • Experimental hobbyists
      • Figure 20: Number of arts and crafts activities done in the last 12 months, 2021
    • Two thirds of art and craft hobbyists are women
      • Figure 21: Gender profile of those doing arts and crafts activities in the last 12 months, 2021
  7. Impact of COVID-19 on Hobbies and Interests

    • Hobby participation continues to be well above pre-pandemic levels
      • Figure 22: Participation in hobbies and interests in the past 12 months, 2019-21
    • Influx of new middle-aged participants into hobbies
      • Figure 23: Percentage point change in participation in hobbies and interests, by age, 2019-21
    • COVID has had the biggest impact on male hobby activity
      • Figure 24: Percentage point change in participation in hobbies and interests in the past 12 months, by gender, 2019-21
    • One in five have taken up a new hobby during COVID
    • Return to childhood
      • Figure 25: Impact of COVID-19 on new and existing hobby activity, 2021
    • New COVID hobbyists are most likely to have taken up arts and crafts
      • Figure 26: Hobbies done in the past 12 months, by those who started a new hobby during COVID-19, 2021
  8. Time Spent on Hobbies and Interests

    • One in three hobbyists participate every day
      • Figure 27: Time spent on hobbies and interests, 2021
      • Figure 28: Hobby and interest consumer groups, 2021
    • Equal hobby opportunities
    • Home-based Hobby Horses
      • Figure 29: Hobby and interest consumer groups, by selected demographics*, 2021
      • Figure 30: Hobbies and interests done in the past 12 months, by ‘Hobby Horses*’ consumer group, 2021
  9. Motivations for Hobbies and Interests

    • Mental wellbeing and stimulation are the leading hobby motivations
    • 38% of hobbyists are motivated by more social reasons
      • Figure 31: Hobby and interest motivations, 2021
    • Hobbies for longevity and rejuvenation
    • 18% of under-45s see their hobby as a source of income
      • Figure 32: Hobby and interest motivations*, by age, 2021
    • Social motivations are more important for homeworkers
      • Figure 33: Hobby and interest motivations*, by working arrangements, 2021
  10. Types of Retailer Used for Hobbies and Interests

    • 88% of hobbyists shop for products related to their interest
    • Digital channels have a clear lead over shops for generalist retailers…
    • …but specialist retail customers are still more likely to shop in-store
    • New online hobby customers should feed into increased footfall
    • The in-store experience will be critical for specialists
      • Figure 34: Types of retailer used for hobbies and interests, 2021
    • Inflationary impact likely to be moderate
  11. Future Interest in Hobbies and Interests

    • One in five hobbyists expect COVID to lead to a permanent increase in their activity
      • Figure 35: Expected time spent on hobbies and interests after COVID-19, 2021
      • Figure 36: Those who expect to spend more time on hobbies and interests after COVID-19 than before, by age and gender, 2021
    • Homeworkers expect the biggest future increase in hobby activity
      • Figure 37: Those who expect to spend more time on hobbies and interests after COVID-19 than before, by working arrangements, 2021
      • Figure 38: Those who expect to spend more time on hobbies and interests after COVID-19 than before, by hobbies done in the past 12 months, 2021
    • Brands can help hobbyists carve out spaces in their day
    • New COVID hobbies should feed into special-interest holidays
      • Figure 39: Interest in special-interest group touring holidays, 2021
  12. Appendix – Data Sources, Abbreviations, and Supporting Information

    • Abbreviations
    • Consumer research methodology

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.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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