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"The demand to meet new people will drive participation in outdoor leisure activities. Brands can position themselves as community-builders to boost attendance."
Nikita Shergill, Technology and Media Analyst
Leisure choices are changing, with 47% of Gen Zs choosing activities based on how the photos they take will look on social media. This shift highlights the growing influence of social platforms in shaping consumer behaviour, as leisure becomes increasingly performative and driven by online validation.
However, digital fatigue will set in. Consumers are becoming increasingly aware of the negative impact of constant phone use, and will seek leisure activities that allow them to disconnect and be present. Activities that promote phone-free zones and help people to live in the moment will become increasingly valued.
One of the biggest opportunities lies in fostering new social connections. 40% of 16-34 year olds have used services to meet new people for leisure, underscoring the demand for experiences that bring people together. Brands that position themselves as community-builders and host events that bring people together can capitalise on this growing trend and attract more visitors.
This Report covers how consumers spend their leisure time, including both at-home and out-of-home leisure.
Reference to Mintel’s market size is based on consumer expenditure within the following sectors, as defined by the ONS consumer trends dataset and the Gambling Commission:
Those covered by other Mintel categories (eg foodservice, technology and media) are excluded from market size estimates.
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
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Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
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