2021
9
UK In vs Out-Of-Home Leisure Market Report 2021
2021-05-01T04:18:42+01:00
OX1050283
2195
137513
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Report
en_GB
“The out-of-home leisure market has the potential to rebound strongly in 2021, with the vaccination programme driving consumer confidence to return to indoor settings. There is set to be a…

UK In vs Out-Of-Home Leisure Market Report 2021

£ 2,195 (Excl.Tax)

Report Summary

The UK In vs Out-Of-Home Leisure report identifies consumer attitudes towards in-home leisure trends, out-of-home leisure trends, brands and consumer behaviour in the UK. The Market report covers the market size, market forecast, market segmentation and industry trends for the In vs Out-Of-Home Leisure market in the UK. 

Current Market Landscape 

COVID-19 has decimated the out-of-home leisure industry through the enforced shutdown of large swathes of the sector, with the vast majority of leisure consumers forced to stay at home due to national lockdowns. However, digital services have emerged, such as virtual work-out classes and gyms.

  • 25% of leisure consumers agree that online socialising and entertainment can be just as enjoyable as in-person social and entertainment activities.
  • The value of the out-of-home leisure industry declined 54% in 2020 to £51,340 million.
  • 54% of all consumers say they wouldn’t go to an indoor venue such as a theatre until the COVID-19 situation is “truly over”

2021 has the potential to unleash a wave of pent-up demand from which many leisure activities would benefit. The popularity of online entertainment with younger generations indicates that some of the digital innovations seen in leisure since the coronavirus outbreak could be here to stay longer-term, potentially having a lasting impact on the in-home sector.

Future Market Trends in In vs Out-Of-Home Leisure

Music festivals and other out-of-home leisure events are largely at the mercy of how the pandemic unfolds. For events to go ahead, there would be requirements to test all audience members, or for all attendees to be vaccinated, which could present significant logistical challenges for organisers.

Outside of mass events, consumer concerns remain over returning to indoor events, having spent the past year avoiding them. However, enough pent-up demand should create the potential for a celebratory feel going forwards, as families and friends re-unite and make up for missed occasions.

Significant groundwork for direct-to-consumer experiences over the past year looks set to create an enduring market for the in-home leisure sector, from premium meal kits to digital fitness propositions. Innovations over the past year has made in-home activities even more flexible and varied, sustaining a health parallel market even once the pandemic has subsided.

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

Quickly understand

  • The impact of COVID-19 on the UK leisure market and consumer behaviour
  • Participation in in- and out-of-home leisure activities prior to and following the outbreak of COVID-19
  • Innovations of brands and companies operating in the in- and out-of-home leisure markets
  • Future consumer behaviours relating to in- and out-of-home leisure
  • Consumer attitudes towards in- versus out-of-home leisure

Covered in this report

Leisure Services: Eating and drinking venues (restaurants, pubs, bars, nightclubs, dine-in, takeaway, home delivery), health and fitness (fitness clubs, leisure centres, swimming pools, digital fitness services), live entertainment (concerts, festivals, theatres, spectator sports), in-home entertainment (streaming services, exercise, gardening, DIY, video games, arts and crafts, home-baking), gambling (land-based, online, betting), visitor attractions, museums, theme parks, tenpin bowling, zoos, wildlife parks.

Brands: Oculus, DIUO, David Lloyd, Pure Gym, Amazon, Disney, HelloFresh, Pact Coffee, Virgin Wines, Deliveroo, UberEats, Peloton, Apple Fitness.

Expert analysis from a specialist in the field

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

The out-of-home leisure market has the potential to rebound strongly in 2021, with the vaccination programme driving consumer confidence to return to indoor settings. There is set to be a release of pent-up demand, with a celebratory feel, as consumers make up for lost time and missed social occasions. Meanwhile, in-home leisure activities and habits embraced during lockdown will continue to offer parallel, valuable alternatives longer-term, for when convenience, financial circumstances or preference dictate.
Joe Birch
Technology 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
            • Executive Summary

                • Impact of COVID-19 on in and out-of-home leisure
                  • Figure 1: Short-, medium- and long-term impact of COVID-19 on in- and out-of-home leisure, prepared 15 April 2021
                • The market
                  • Government outlines roadmap out of lockdown
                    • Just over four in 10 are still concerned about the risk of being exposed to COVID-19
                      • Night Time Industries Association warns of threat to future of nightclubs
                        • Out-of-home leisure market lost more than half its value in 2020
                          • Figure 2: Market value forecast of UK out-of-home leisure industry (excluding travel and tourism), 2015-2025 (prepared on 21 December 2020)
                        • Companies and brands
                          • Reading and Leeds Festivals aim to go ahead in 2021 but Glastonbury Festival is cancelled
                            • Fit-tech explosion powers in-home workouts
                              • Live stream music platforms cater to stay-at-home audiences
                                • Michelin-starred restaurants offer ‘finish at home’ meal kits whilst restaurants remain closed
                                  • The consumer
                                    • DIY, arts/crafts and baking were key in-home activities in 2020
                                      • More time spent at home increases scratch cooking opportunities
                                        • Figure 3: Participation in hobbies/interests, November 2019 and November 2020
                                      • Eating out and pub-going were favourite pastimes pre-COVID
                                        • Figure 4: Frequency of pre-pandemic participation in out-of-home leisure activities, December 2020
                                      • Relaxation of restrictions and government incentives brought consumers back into restaurants in summer 2020
                                        • People are eager to eat in restaurants again
                                          • Cinemas suffer the effects of lack of blockbuster content
                                            • Figure 5: Participation in out-of-home leisure activities during lockdown easing, December 2020
                                          • Consumers turn to TV for comfort and distraction during COVID-19
                                            • Figure 6: In-home activities participated in since COVID-19, December 2020
                                          • Gardening has been a key mindfulness activity
                                            • Virtual events to have greater role even after reopening of venues
                                              • Figure 7: Intention to participate in virtual and in-person events, December 2020
                                            • Nearly six in 10 would take a COVID-19 test to get access to a festival
                                              • Figure 8: Attitudes towards leisure activities, December 2020
                                            • Novel outdoor theatres and cinemas can see extended life after the pandemic
                                              • Figure 9: Appetite for in- and out-of-home leisure pursuits, December 2020
                                            • Some consumers will have longer-term preference for live streaming events
                                            • Issues and Insights

                                              • Returning consumer confidence and vaccine rollout to boost out-of-home leisure activities post-lockdown
                                                • Out-of-home leisure sector can make the most of postponed special occasions
                                                  • Socially distanced outdoor options to thrive coming out of the worst of the pandemic
                                                    • People to stick with their new in-home hobbies
                                                    • The Market – Key Takeaways

                                                      • Government outlines roadmap out of lockdown
                                                        • Just over four in 10 are still concerned about the risk of being exposed to COVID-19
                                                          • Night Time Industries Association warns of threat to future of nightclubs
                                                          • Market Overview

                                                            • Closures and cancellations devastate the out-of-home leisure industry
                                                              • Figure 10: Short-, medium- and long-term impact of COVID-19 on in- and out-of-home leisure, prepared 15 April 2021
                                                            • Sectors that rely on mass gatherings worst hit in 2020
                                                              • Figure 11: Value growth rates, by leisure segment, 2019-20
                                                            • Out-of-home market lost more than half its value in 2020
                                                              • Figure 12: Market value of UK leisure industry^, 2015-25 (prepared on 21 December 2020)
                                                              • Figure 13: Market value forecast of UK leisure industry, 2015-25 (prepared on 21 December 2020)
                                                            • Market drivers and assumptions
                                                              • Figure 14: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 5 March 2021)
                                                            • Learnings from the last recession
                                                              • Recession of 2008 impacted out-of-home spend and confidence
                                                                • Cultural pursuits held up well in the last recession
                                                                  • Figure 15: Value of the UK out-of-home leisure market, by segment, 2004-09
                                                                • Forecast methodology
                                                                • Market Drivers

                                                                  • Coming out of the 2021 lockdown
                                                                    • Government outlines roadmap
                                                                      • All restrictions could be lifted in June if infection rates remain low
                                                                        • Consumers eager to take part in outdoor leisure activities
                                                                          • Despite positive progress on vaccinations, consumers may exercise caution about indoors leisure pursuits
                                                                            • Figure 16: Intended participation in in and out-of-home leisure activities, April 2021
                                                                          • Just over four in 10 are still concerned about the risk of being exposed to COVID-19
                                                                            • Figure 17: Concern about being exposed to COVID-19, March 2020-March 2021
                                                                          • Consumer confidence buoyant at the start of 2021
                                                                            • Figure 18: Consumer sentiment for the coming year, January 2021
                                                                        • Leisure Markets

                                                                          • Gyms argue they present minimal risk of spreading COVID-19
                                                                            • Despite government support for grassroots music venues, many are still at risk
                                                                              • Night Time Industries Association warns of threat to future of nightclubs
                                                                                • Trade industry associations highlight fears for beers
                                                                                  • 2020 sees significant growth in digital subscriptions
                                                                                    • Returning to the cinema
                                                                                      • Figure 19: Use of paid-for media subscriptions, December 2017-December 2020
                                                                                  • Companies and Brands – Key Takeaways

                                                                                    • Reading and Leeds Festivals aim to go ahead in 2021 but Glastonbury Festival is cancelled
                                                                                      • Fit-tech explosion powers in home workouts
                                                                                        • Live stream music platforms cater to stay at home audiences
                                                                                          • Michelin-starred restaurants offer ‘finish at home’ meal kits whilst restaurants remain closed
                                                                                          • Launch Activity and Innovation

                                                                                            • Reading and Leeds Festivals aim to go ahead in 2021 but Glastonbury Festival is cancelled
                                                                                              • Lack of government backed cancellation insurance may see more festivals cancel
                                                                                                • Fit-tech explosion powers in home workouts
                                                                                                  • Facebook adds home fitness options across platforms
                                                                                                    • Looking to Augmented Reality to make home workouts more immersive
                                                                                                      • Digital workout videos soar as gyms close
                                                                                                        • Peloton partners with Beyoncé for themed workouts
                                                                                                          • Apple Fitness+ Launches in December 2020
                                                                                                            • Festivals utilise VR following closures
                                                                                                              • Glastonbury’s Shangri-La recreated in interactive VR form
                                                                                                                • Live stream music platforms cater to stay at home audiences
                                                                                                                  • Michelin-starred restaurants offer ‘finish at home’ meal kits whilst restaurants remain closed
                                                                                                                    • Brands go social to inspire live cook-alongs with famous fans
                                                                                                                      • RHS launches Grow at Home programme in April 2020
                                                                                                                        • National Trust launches #BlossomWatch campaign to encourage people to experience the joys of spring
                                                                                                                        • The Consumer – Key Takeaways

                                                                                                                          • DIY and cooking were boosted in 2020
                                                                                                                            • Cinemas suffered the effects of lack of blockbuster content
                                                                                                                              • Nearly six in 10 would take a COVID-19 test to get access to a festival
                                                                                                                                • Long-term potential in live streaming events
                                                                                                                                • Impact of COVID-19 on Consumer Behaviour

                                                                                                                                  • DIY, arts/crafts and baking were key in-home activities in 2020
                                                                                                                                    • Baking rises to the occasion
                                                                                                                                      • More time spent at home increases scratch cooking opportunities
                                                                                                                                          • Figure 20: Participation in hobbies/interests, November 2019 and November 2020
                                                                                                                                        • Amplifying safety measures can help encourage reticent cinema/theatre goers
                                                                                                                                          • Outdoor festivals feel the benefit of pent-up demand
                                                                                                                                            • Nearly half plan to go to a live music or sporting event
                                                                                                                                              • Figure 21: Intention to go to a live music or sporting event, April 2021
                                                                                                                                          • Pre-pandemic Leisure Habits

                                                                                                                                            • Eating out and pub going were favourite pastimes pre-COVID
                                                                                                                                              • For pubs and bars, surviving through early 2021 can see them reap rewards in the summer
                                                                                                                                                • Figure 22: Frequency of pre-pandemic participation in out of home leisure activities, December 2020
                                                                                                                                              • Visitor attractions hold universal appeal
                                                                                                                                                • Generational differences in how in-home leisure time is spent
                                                                                                                                                  • Figure 23: Frequency of pre-pandemic participation in in-home leisure activities , December 2020
                                                                                                                                                  • Figure 24: Frequency of pre-pandemic television viewing, by generation , December 2020
                                                                                                                                                • New habits will have been established during the pandemic
                                                                                                                                                • Out-of-home Activities During Lockdown Easing

                                                                                                                                                  • Relaxation of restrictions and government incentives brought consumers back into restaurants
                                                                                                                                                    • People are eager to eat in restaurants again
                                                                                                                                                      • Figure 25: Participation in out-of-home leisure activities during lockdown easing, December 2020
                                                                                                                                                      • Figure 26: Eating out in restaurants during lockdown easing, by generation, December 2020
                                                                                                                                                    • Cinemas suffer the effects of lack of blockbuster content
                                                                                                                                                      • Younger audiences were keener to get back to out-of-home activities
                                                                                                                                                        • Christmas in July
                                                                                                                                                        • In-home Activities Since Outbreak

                                                                                                                                                          • Consumers turn to TV for comfort and distraction during COVID-19
                                                                                                                                                            • People’s nostalgia has led them to seek out older shows
                                                                                                                                                              • Figure 27: In-home activities participated in since COVID-19, December 2020
                                                                                                                                                            • With gyms shut, exercising at home/outdoors during COVID-19 has been a priority
                                                                                                                                                              • Gardening has been a key mindfulness activity
                                                                                                                                                              • Future In- and Out-of-Home Leisure Habits

                                                                                                                                                                • Streaming to have greater role even after reopening of venues
                                                                                                                                                                  • Streams of live theatre appeal to young men and those with less access to in-person performances
                                                                                                                                                                    • Figure 28: Intention to participate in virtual and in-person events, December 2020
                                                                                                                                                                  • Online gym classes could be a permanent shift for some gym-goers
                                                                                                                                                                    • Londoners more likely to switch to digital gyms
                                                                                                                                                                      • Consumers’ desire for community can draw them back into physical gyms
                                                                                                                                                                      • Attitudes towards Leisure Activities

                                                                                                                                                                        • Vaccine rollout to be a shot in the arm for the leisure industry
                                                                                                                                                                          • Figure 29: Attitudes towards leisure activities, December 2020
                                                                                                                                                                        • Convenience is key for food delivery
                                                                                                                                                                          • Nearly six in 10 would take a COVID-19 test to get access to a festival
                                                                                                                                                                            • Short-term support to keep venues alive can transfer into longer-term fan ownership model
                                                                                                                                                                              • From consumers to stakeholders
                                                                                                                                                                                • Focus on localism will help sustain landmarks and venues
                                                                                                                                                                                  • Making pre-sales as anticipation builds
                                                                                                                                                                                    • Figure 30: In-home vs out-of-home leisure behaviours – CHAID – Tree output, December 2020
                                                                                                                                                                                    • Figure 31: In home vs out of home leisure behaviours – CHAID – Table output, December 2020
                                                                                                                                                                                • Attitudes towards In-person and Online Events

                                                                                                                                                                                  • Novel outdoor theatres and cinemas can see extended life after the pandemic
                                                                                                                                                                                    • Immersive theatre appeals to young families
                                                                                                                                                                                      • Figure 32: Appetite for in and out-of-home leisure pursuits, December 2020
                                                                                                                                                                                    • Some consumers will have longer-term preference for live streaming events
                                                                                                                                                                                      • Figure 33: Attitudes towards online socialising, by age, December 2020
                                                                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                      • Abbreviations
                                                                                                                                                                                        • Consumer research methodology
                                                                                                                                                                                          • CHAID Methodology

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