2021
9
UK Hobbies and Interests Market Report 2021
2021-02-19T03:04:49+00:00
OX1042515
2195
134657
[{"name":"Leisure Time","url":"https:\/\/store.mintel.com\/industries\/leisure-time"}]
Report
en_GB
“Brits have embraced hobbies, interests and pastimes in their millions during the pandemic, seeking solace, escape, and relief from anxiety or boredom. Many have found creative freedom in the midst…

UK Hobbies and Interests Market Report 2021

£ 2,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the UK Hobbies and Interests market, including the behaviours, preferences and habits of the consumer.

With COVID-19 lockdowns forcing the vast majority of consumers to stay at home for long periods of time, the UK hobby industry has seen a surge in interests. 71% of adults report an increase in hobby activities, with 20% starting a hobby for the first time. There was also a resurgence in people rediscovering old hobbies, with 41% spending more time on an existing hobby, while 27% rediscovered a former passion from the past.

With the majority of people’s time spent at home throughout 2020, there has been an increasing awareness of how hobbies can help decrease stress. This plays into not only the stresses of the year, but also the overall trend towards mental health and wellbeing. The third national lockdown in January 2021 saw another surge in online searches related to hobbies, suggesting another wave of interest in hobbies.

As lockdown restrictions ease and social events begin to take place, there will be a predicted decline in the amount of people taking part in hobbies. However, consumers report intending to devote more time to their hobbies even after the pandemic ends. With an increased trend towards homeworking and flexible working hours, there are potential market opportunities for hobby and interest brands to take advantage of these rediscovered interests.

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

Quickly understand

  • The impact of COVID-19 on hobbies, interests and pastimes.
  • The key drivers of hobby activity before, during and after COVID-19.
  • Future opportunities for hobby and interest-related brands.
  • Consumer intentions and attitudes towards hobbies and interests.

Covered in this report

Types of Hobby: Reading, baking, cooking, gardening, home improvements, DIY, arts and crafts, painting, sewing, knitting, nature interests (birdwatching), photography, jigsaw puzzles, community work, volunteering, playing an instrument, singing, learning a language, family history, drawing, textiles, flower craft, metalworking, woodworking, jewellery-making, ceramics, pottery, sculpture, board games, online quizzes, chess.

Brands: John Lewis, Games Workshop, Ravensburger, eBay, Hobbycraft, Etsy, Hasbro, Myssyfarmi, Tissuni.

Expert analysis from a specialist in the field

Written by John Worthington, a leading analyst in the Leisure sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Brits have embraced hobbies, interests and pastimes in their millions during the pandemic, seeking solace, escape, and relief from anxiety or boredom. Many have found creative freedom in the midst of lockdown restrictions, and some have even begun to nurture dreams of making a living from their passion. Hobbies have provided an alternative to box-set binge-watching, screen time and the intensity of working from home, but offline activity has also spawned a new wave of online learning and sharing on social media. Niche activities have gone viral; from banana bread bake-offs, to TikTok dances to sea shanties. As ‘normal’ life is resumed there will inevitably be a degree of ‘hobby churn’, but many will continue, having found absorbing new pursuits, rediscovered childhood pleasures, and seen the value of hobbies for their personal wellbeing.

John Worthington
Senior Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: Market context
    • Impact of the January 2021 lockdown and the vaccination rollout
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on hobbies and interests
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on hobbies and interests, 2 February 2021
    • Nesting instinct saw the biggest rises in DIY, baking and gardening
      • Figure 2: Participation in hobbies and interests, November 2020
    • One in five adults started a new hobby during the pandemic
      • Figure 3: Increased hobby activity during the COVID-19 pandemic, November 2020
    • Slow fashion and cost-saving are driving textile hobbies
      • Figure 4: Participation in arts and crafts, November 2020
    • Yearning for past times
      • Figure 5: Other activities during the COVID-19 pandemic, November 2020
    • Mental health, work-life balance and screen-downtime have become the key hobby motivations
      • Figure 6: Reasons for taking part in hobbies/interests, November 2020
    • Social platforms are driving hobby activity amongst Gen Z and Millennials
      • Figure 7: Social media activity related to hobbies, November 2020
    • Living the dream
      • Figure 8: Future opportunities for hobbies and interests (continued), November 2020
    • Competitive socialising offers post-pandemic opportunities
      • Figure 9: Future opportunities for hobbies and interests, November 2020
  3. Issues and Insights

    • Hobbies have surged during the pandemic but will soon face renewed competition
    • Consumer commitment to continue is strong
    • Liberation may be tinged with ‘lockdown nostalgia’ for some
    • Brands can help people carve out time for hobbies
  4. The Market – Key Takeaways

    • Lockdowns have been the catalyst for surges in hobby activity
    • New working patterns could help to drive future engagement with hobbies
    • The pandemic has reinforced the connection between recreational activity and wellbeing
    • Rise in craft consumers and producers
    • Escape into the past
    • Hybrid hobby activity will be a growing feature
  5. Market Drivers

    • The March 2020 lockdown unleashed a wave of hobby activity
    • The January 2021 lockdown saw a further spike in online hobby searches
      • Figure 10: Google Trends distribution of UK searches relating to ‘Hobbies’, September 2019-January 2021
      • Figure 11: Google Trends distribution of UK searches relating to ‘Baking’, ‘Handicraft’, ‘Gardening’ and ‘Home improvement’, September 2019-January 2021
    • Average working hours fell sharply during 2020
      • Figure 12: Average actual weekly hours of work for UK full-time workers (seasonally adjusted), 2016-20
    • Furlough and the end of the daily commute created more free time for some
      • Figure 13: Working arrangements of UK workforce April 2020-January 2021
    • More flexible working patterns may be here to stay…
    • …But Brexit could lead to longer hours for some
    • The first lockdown had a dramatic effect on daily activities
      • Figure 14: Average daily time (minutes) spent on selected activities by adults aged 18+ in Great Britain, 28 March-26 April 2020 versus 2014-15
    • Hobbies offered an alternative for binge-watching Britons
    • As anxiety levels soared many sought solace in hobbies
      • Figure 15: Self-reported ‘high anxiety’ score* for UK adults, March 2020-January 2021 and 2019 average
    • Crafty consumers
    • Virtual workshops
    • Craft revival
    • Nostalgia ain’t what it used to be
    • Baby I’m board
    • Queen’s gambit pays off
    • Jigsaw mania
    • Revenge of the nerds
  6. The Consumer – Key Takeaways

    • Nesting instinct has driven a rise in home-oriented hobbies
    • Male bakers and young gardeners
    • Younger women turning to crafts
    • Bookish pleasures have provided an escape for many
    • Board games and online quizzes have thrived
    • Viral activities
  7. Impact of COVID-19 on Consumer Behaviour

    • Collapse in leisure spend has benefitted hobby brands
      • Figure 16: Expenditure on leisure and holidays compared to pre-COVID-19, 26 January 2021
    • January 2021 lockdown has created further opportunities for hobbies
      • Figure 17: Expected impact of new lockdown restrictions, 13 January 2021
    • A third of adults expect the new lockdown to be harder than the first
      • Figure 18: Expectations of how hard the new lockdown restrictions will be for people to deal with, 13 January 2021
  8. Participation in Hobbies and Interests

    • Half of adults participated in five or more hobbies in 2020
      • Figure 19: Participation in hobbies and interests, November 2020
      • Figure 20: Number of hobby activities done over the past 12 months, November 2020
    • Arts & crafts show the widest gender gap
      • Figure 21: Participation in hobbies and interests, by gender, November 2020
    • Creative pursuits and language-learning are amongst the most youth-oriented hobbies
      • Figure 22: Participation in hobbies and interests, by age, November 2020
  9. Participation in Arts and Crafts

    • Fine art and textiles are the most popular art and craft hobbies
      • Figure 23: Participation in arts and crafts, November 2020
      • Figure 24: Gender profile of those participating in arts and crafts, November 2020
    • ‘Slow fashion’ and money-saving are motivations for textile hobbies
      • Figure 25: Reasons for participating in textiles as a hobby, November 2020
  10. Impact of COVID-19 on Hobbies and Interests

    • Nesting instinct has driven take-up of home-oriented hobbies
    • Literary escapes
      • Figure 26: Participation in hobbies and interests in the past 12 months, November 2020 versus November 2019
    • Six-point rise in percentage of British adults doing arts & crafts
      • Figure 27: Participation in arts and crafts in the past 12 months, November 2020 versus November 2019
    • COVID brought new demographics into hobbies
    • More men took up baking and cooking
    • A new generation developed green fingers
    • Middle-aged DIY boom
    • Younger women turned to crafts
    • Retaining these new groups is a priority for brands
    • One in five adults has taken up a brand new hobby during the pandemic
      • Figure 28: Increased hobby activity during the COVID-19 pandemic, November 2020
      • Figure 29: Hobbies which have seen the biggest focus during the COVID-19 pandemic, November 2020
  11. Other Pastimes and Hobby Behaviours during the Pandemic

    • Board game boom
    • The pub quiz goes virtual
      • Figure 30: Other activities during the COVID-19 pandemic, November 2020
    • Online learners
    • One in five 16-34s joined an online hobby group
      • Figure 31: Other activities during the COVID-19 pandemic (continued.), November 2020
  12. Hobby Motivations During the Pandemic

    • Mental wellbeing and work/life balance have become the key drivers of hobby activity
    • Under-35s are seeking ways to escape from screens
      • Figure 32: Reasons for taking part in hobbies/interests, November 2020
  13. Hobbies and Interests – Social Media Usage

    • Social media is driving niche hobby crazes
      • Figure 33: Social media activity related to hobbies, November 2020
  14. Hobbies and Interests – Future Opportunities

    • Demand for hobby holidays is likely to grow after the pandemic
      • Figure 34: Future opportunities for hobbies and interests, November 2020
    • Competitive socialising opportunities
    • Boxing clever
  15. Hobbies and Interests – Earning a Living

    • Pandemic will lead to more people following their passion
    • Dream job-hunters
      • Figure 35: Future opportunities for hobbies and interests (continued), November 2020
  16. Hobbies and Interests – Intentions & Attitudes

    • Consumers plan to spend even more time on hobbies during 2021
    • Time will be the main barrier
      • Figure 36: attitudes and intentions regarding hobbies and interests, November 2020
  17. 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.

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Data

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*databooks not available with UK B2B Industry reports.

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