2020
9
UK Leisure Time Review Market Report 2020
2020-11-14T03:02:13+00:00
OX989940
2195
127470
[{"name":"Leisure Time","url":"https:\/\/store.mintel.com\/industries\/leisure-time"}]
Report
en_GB
“During the COVID-19 lockdown, the closure of out-of-home venues gave at-home leisure experiences a chance to thrive. While most venues reopened during the summer of 2020, recovery efforts have been…

UK Leisure Time Review Market Report 2020

£ 2,195 (Excl.Tax)

Report Summary

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

Leisure events and venues that relied on mass gatherings were among the sectors hit hardest by the COVID-19 pandemic. With early lockdowns forcing many places to shut down, and with heavy restrictions for the rest of the year, many venues saw a huge drop in market value. Nightclubs fell to -92%, music festivals by -90%, spectator sports by =80% and performing arts by -79%.

With January 2021 lockdowns forcing many venues to shut yet again, the leisure industry will continue to struggle. However, after a year of little to no leisure activities, there is a lot of pent-up demand for out-of-home activities and days out that will help to fuel market recovery. Continued restrictions and wariness of crowds will still hinder growth, so brands will have to market themselves as safe and hygienic places to go.

64% of people who took part in out-of-home leisure activities since the start of lockdown have reported missing the socialising aspect. While outdoor leisure activities such as concerts, festivals, gyms, restaurants, and theatres will be in high demand, the demand for digital experiences may remain in the long term.

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 the UK leisure market and consumer behaviour.
  • Participation in out-of-home leisure activities since venues reopened.
  • Most missed features of leisure venues when closed.
  • Attitudes towards emerging brand innovations, such as at-home experiences and outdoor concepts.

Covered in this report

Leisure Venue Sectors: Eating and drinking venues (restaurants, coffee shops, sandwich shops, roadside catering, hotel catering, pubs/bars, nightclubs), health and fitness venues (gyms, fitness clubs, swimming pools, leisure centres), public entertainment venues (music concerts, festivals, performing arts, spectator sports), gambling venues, visitor attractions, cinemas, tenpin bowling, competitive socialising concepts (escape rooms, crazy golf).

Brands: Paulton’s Park, Bannatyne Health Clubs, Les Mills, The Gym Group, Apple, Peloton, RHS Chelsea Flower Show, Dice.fm, Four Seasons Hotel London, Bentley, Ham Yard.

Expert analysis from a specialist in the field

Written by Lauren Ryan, a leading analyst in the Leisure and Travel sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

2020 has been a very difficult year for the UK leisure market. The uncertain economic climate will continue to pose a threat to discretionary spending once restrictions are lifted following yet another lockdown in early 2021, while fear of catching the virus will continue to feed feelings of discomfort in visiting out-of-home venues. While the introduction of a vaccine provides room for optimism, brands must seize the opportunity to do things differently. The future of leisure will be a hybrid of online and offline experiences that seamlessly bridge the gap between in-person attendance and consumption at home, for example with at-home kit projects alongside a live expert tutorial, or a digital fitness class with in-person community meetups.

Lauren Ryan
Leisure and Travel Analyst

Table of Contents

  1. Overview

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

    • Impact of COVID-19 on leisure and hobbies
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on leisure, 6 November 2020
    • The market
    • COVID-19 has already impacted some consumers’ personal finances
      • Figure 2: Changes in financial situation, September 2019, March 2020 and September 2020
    • Tighter COVID-19 measures expected to impact consumer confidence
      • Figure 3: Financial confidence in the year ahead, September 2019, March 2020, September 2020
    • Major lifestyle changes due to COVID-19
    • Colder months and lockdowns present major threat to out-of-home venues
    • Companies and brands
    • Foodservice expands into home kitchens
    • Tech and media brands invest in home exercise
    • Arts and craft experiences capitalise on home trend
    • The consumer
    • Spending reserved for at-home products and services
      • Figure 4: Anticipated spending in next month compared to usual spending habits, 10-17 September 2020
    • Watching TV most popular leisure activity
      • Figure 5: Changes in time spent on activities since COVID-19, 6-21 August 2020
    • Lack of motivation and time pressure represent key barriers
      • Figure 6: Reasons for reducing time on activities since COVID-19, 6-21 August 2020
    • Younger Brits most likely to start new hobbies
      • Figure 7: Participation in new hobbies/interests since COVID-19, 6-21 August 2020
    • Entertainment needed during lockdown, but mental health will be a key driver in the future
      • Figure 8: Reasons for beginning new hobbies/interests, 6-21 August 2020
    • Prioritisation of at-home leisure expected to continue over next 12 months
      • Figure 9: Anticipated changes in leisure activity time in the next 12 months compared to before COVID-19, 6-21 August 2020
    • Large majority expect to continue new hobbies in to the long term
      • Figure 10: Attitudes towards COVID-19 and future leisure time, 6-21 August 2020
  3. Issues and Insights

    • Out-of-home leisure brands need to adapt to the at-home trend
    • Community and connection critical to combat social isolation
  4. The Market – Key Takeaways

    • The COVID-19 recession will impact discretionary spend
    • Home working revolution expected to solidify changing leisure habits
    • Colder months and lockdowns present major threat to out-of-home venues
  5. Market Drivers

    • Impact of COVID-19 on leisure
      • Figure 11: Short-, medium- and long-term impact of COVID-19 on leisure, 6 November 2020
    • COVID-19 has already impacted some consumers’ personal finances
      • Figure 12: Changes in financial situation, September 2019, March 2020 and September 2020
    • Tighter COVID-19 measures expected to impact consumer confidence
      • Figure 13: Financial confidence in the year ahead, September 2019, March 2020 and September 2020
    • Major lifestyle changes due to COVID-19
      • Figure 14: Minutes of main activity a day for adults aged 18 years and over, 2014 and 2015 (UK) – 28 March to 26 April 2020 (Great Britain)
    • Dependence on online learning during lockdown expected to continue
      • Figure 15: Average daily time spent online among UK adults, September 2018-April 2020
    • Second national lockdown provides another blow to the out-of-home sector
    • Colder months will drive even more leisure time spent at-home
  6. Companies and Brands – Key Takeaways

    • COVID-19 forces leisure brands to launch at-home products
    • Remote socialising innovations beyond video quizzes
    • Home exercise in the spotlight for technology brands
  7. Launch Activity and Innovation

    • Foodservice expands into home kitchens
    • Masterclass releases Yotam Ottolenghi cooking series
    • Pizza Pilgrims launches ‘pizza in the post’ kit
    • Media brands invest in home exercise
    • Fiit launches on Sky Q
    • Samsung launches Samsung Health Smart TV app
    • Arts and craft experiences capitalise on home trend
    • London Terrariums launches at-home kits
    • Indytute expands at-home experiences
  8. The Consumer – Key Takeaways

    • COVID-19 will drive more leisure time at home in the medium term
    • Experience is everything
    • Mental health will be a key driver in the future
    • Social isolation requires sense of community
  9. Impact of COVID-19 on Consumer Behaviour

    • Nearly half of Brits still concerned about exposure to COVID-19
      • Figure 16: Concern about risk of being exposed to COVID-19/coronavirus, 28 February – 17 September
    • Lifestyle disruption still expected for many
      • Figure 17: Concern about impact of COVID/coronavirus on lifestyles, 28 February – 17 September
    • Spending reserved for at-home products and services
      • Figure 18: Anticipated spending in next month compared to usual spending habits, 10-17 September 2020
  10. Changes in Time Spent on Activities

    • Home cooking trend aided by rapid brand innovation
      • Figure 19: Changes in time spent on activities since COVID-19, 6-21 August 2020
    • Younger generations turned to screens for entertainment
      • Figure 20: More time spent on activities since COVID-19, by age, 6-21 August 2020
    • Older Brits favoured analogue activities
  11. Reasons for Reducing Activity Time

    • Lack of motivation and time pressure represent key barriers
      • Figure 21: Reasons for reducing time on activities since COVID-19, 6-21 August 2020
    • Opportunities to make family leisure time more interactive
      • Figure 22: Repertoire analysis of reasons for reducing time on activities since COVID-19, 6-21 August 2020
  12. New Hobbies and Interests

    • Young Brits more likely to start new hobbies since COVID-19
    • Opportunities to refresh at-home leisure time for younger audiences
      • Figure 23: Participation in new hobbies/interests since COVID-19, 6-21 August 2020
      • Figure 24: Participation in new hobbies/interests since COVID-19, by age, 6-21 August 2020
  13. Motivations for New Hobbies and Interests

    • Entertainment needed during lockdown…
    • … but mental health will be a key driver in the future
      • Figure 25: Reasons for beginning new hobbies/interests, 6-21 August 2020
    • Hobbies used to bring people together
  14. Future Leisure Activity Time

    • Prioritisation of at-home leisure expected to continue over next 12 months
      • Figure 26: Anticipated changes in leisure activity time in the next 12 months compared to before COVID-19, 6-21 August 2020
    • Hobby habits here to stay in the hobby market
    • Small group socialising presents opportunities
      • Figure 27: Attitudes towards COVID-19 and future leisure time, 6-21 August 2020
  15. 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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