“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 Key issues covered in this Report How participation in hobby activities has changed over the past few years.
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.
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.
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.
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.
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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