2022
9
US Leisure Trends: 2022
2022-02-26T03:04:21+00:00
OX1099445
3695
148288
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Report
en_GB
“Two years of sustained uncertainty have left Americans hungry for the joy and relaxation that leisure time provides. Yet three quarters of adults are not yet fully comfortable with returning…

US Leisure Trends: 2022

£ 3,695 (Excl.Tax)

Description

This report provides comprehensive and current information and analysis of the Leisure market in the US including US Leisure Trends market size, anticipated market forecast, relevant market segmentation, and industry trends for the Leisure Trends market in the US.

Current market landscape

The US leisure market is set for further growth in 2022; spending is forecast to exceed the pre-pandemic peak by 14%, following the plunge in 2020. In-home leisure accounts for a smaller share of the market and will exhibit more stable growth, while the strong recovery that began in the latter half of 2021 for the larger out-of-home leisure segment will continue to drive the overall market as out-of-home leisure outlets (eg live entertainment, movie theaters) are expected resume operations at scale.

Future trends in the tourism and leisure market in the US

Consumer desire to return to favorite leisure pastimes will push the market up. Only about a quarter of consumers say they have already returned to all of the leisure activities that they did prior to the pandemic, while another 6 in 10 think they will eventually feel comfortable doing so. Given that 63% of adults feel there is no clear end to the pandemic in sight, it appears that the majority have adopted an attitude of acceptance and will engage in leisure activities that align with their personal comfort levels.

Beyond the lingering impacts of COVID-19, the leisure market will be challenged by record high inflation in 2022, which will cause some consumers to reconsider and scale back their leisure spending as more of their paychecks go toward essentials. Lower income consumers and those on fixed budgets will be especially hurt by rising costs, but more affluent consumers will be better able to absorb higher prices without sacrificing their leisure budgets. Out-of-home leisure growth will be tempered due to inflation and COVID-19 concerns, but these factors will fuel spending on in-home leisure as consumers continue to occupy themselves with popular pandemic pastimes of streaming, video games, toys and games.

Read on to discover more about the US Leisure Trends consumer market, read our Americans’ Social Circles – US – 2022, or take a look at our other Leisure Time research reports.

Quickly understand

  • Leisure activities that consumers have done recently and expect to do in the coming year.
  • Attitudes toward COVID-19 and its impact on leisure.
  • Share of consumers who have returned to pre-pandemic leisure activities.
  • Measures that would help more cautious consumers feel comfortable in public spaces.
  • Types of clubs and affiliations that help foster personal connections during leisure time.

Expert analysis from a specialist in American travel trends

This report, written by Kristen Boesel, a leading analyst in the Lifestyles and Leisure sector, delivers in-depth commentary and analysis on consumer leisure trends to highlight current trends and add expert context to the numbers.

Two years of sustained uncertainty have left Americans hungry for the joy and relaxation that leisure time provides. Yet three quarters of adults are not yet fully comfortable with returning to their favorite out-of-home pastimes. In-home leisure will remain an appealing option, especially in the face of inflation, and out-of-home leisure businesses will need to communicate both the safety and the escapism that they can offer customers.

Kristen Boesel, Senior Lifestyles and Leisure AnalystKristen Boesel
Senior Lifestyles and Leisure Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
    • COVID-19: US context
    • Economic and other assumptions
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of leisure and entertainment, at current prices, 2016-26
      • Figure 2: Leisure market outlook, by segment, 2022-27
    • Opportunities and challenges
    • Coaxing cautious consumers back
      • Figure 3: Comfort with returning to pre-pandemic activities, by gender and age, 2021
    • Fostering community among younger men
      • Figure 4: Agreement that the pandemic has increased interest in joining clubs/organized groups, by gender and age, 2021
    • Key insights: what consumers want
    • For the pandemic to be over… but it’s not
      • Figure 5: Comfort with returning to pre-pandemic activities, 2021
    • To remain in the comfort and safety of home, for now
      • Figure 6: Home-based leisure activities done in the recent past and expected in the future, 2021
    • To celebrate and socialize with friends, safely
      • Figure 7: Precautions for social gatherings, 2021
    • To keep hope alive
      • Figure 8: Out-of-home leisure activities done in the recent past and expected in the future, 2021
  3. Market Size and Forecast

    • Spending on leisure and entertainment on track for growth
      • Figure 9: Total US sales and fan chart forecast of leisure and entertainment, at current prices, 2016-26
      • Figure 10: Total US sales and forecast of leisure and entertainment, at current prices, 2016-26
  4. Segment Performance

    • Growth expected to continue for both leisure segments
      • Figure 11: Total US sales and forecast of leisure and entertainment, by segment, at current prices, 2016-26
    • In-home leisure will get a boost as consumers seek affordable options
      • Figure 12: Fan chart forecast of in-home leisure and entertainment, at current prices, 2016-26
    • Video entertainment
    • Traditional games and toys
    • Video games
    • Out-of-home leisure and entertainment remains the larger segment
      • Figure 13: Fan chart forecast of out-of-home leisure and entertainment, at current prices, 2016-26
    • Live events
    • Sporting events
    • Movie theaters
    • Outdoor leisure activities
  5. Market Factors

    • High inflation will shift some consumers’ leisure budgets toward essentials
      • Figure 14: Consumer Price Index change from previous year, monthly, 2020-21
    • Americans need help understanding their personal level of COVID-19 risk
      • Figure 15: Percentage of adults who are worried about being exposed to the coronavirus, 2020-22
  6. Competitive Strategies

    • Evolving messaging to align better with brand identity
    • Spotlight: Las Vegas Convention and Visitors Authority
      • Figure 16: Las Vegas Convention and Visitors Authority Creative, Instagram, 2020
      • Figure 17: Las Vegas Convention and Visitors Authority Creative, Instagram, 2022
    • Adopting a franchise model to expand the brand’s footprint
    • Creating opportunities for enjoyment with experiential retail spaces
  7. Market Opportunities

    • Brands can help satisfy consumers’ need for Enjoyment Everywhere
      • Figure 18: Percentage of adults who agree they are ready to stop dwelling on the pandemic, 2021-22
    • Motivations underpinning Trend Drivers uncover opportunities for leisure
    • Wellbeing Global Trend Driver
      • Figure 19: Awareness of connection between free time activities and health, by gender and by age, 2021
    • Identity Global Trend Driver
    • Communities help inform personal Identity
      • Figure 20: Agreement that personal connections are more important as a result of the pandemic, by gender and age, 2021
    • Surroundings Global Trend Driver
    • Community connections enhance desire to support local economies
      • Figure 21: Agreement that leisure spending should benefit local community, by gender and age, 2021
  8. The Leisure Consumer – Fast Facts

    • COVID-19 continues to stymie consumers’ plans
    • Social isolation hasn’t inspired much interest in meeting new people
    • The home will continue to be a hub for leisure activities and socializing
    • Nevertheless, there is hope that late 2022 will be closer to “normal”
  9. Leisure Activities – Then, Now, Next

    • Help consumers feel relaxed at home
      • Figure 22: Leisure activities done in the recent past and expected in the future, by gender and by age, 2021
    • Food brands can count on relative consistency from consumers
    • Self-care activities on track to remain consistent as well
      • Figure 23: Instagram post promoting Oscar Mayer’s Bologna Face Mask, 2022
    • Arts and crafts remain aspirational
      • Figure 24: Home-based leisure activities done in the recent past and expected in the future, 2021
    • Consumers are optimistic about out-of-home leisure in late 2022
    • Positive outlook, but greater caution for live events
      • Figure 25: Out-of-home leisure activities done in the recent past and expected in the future, 2021
  10. Defining Recovery

    • Consumers want the illusion of normalcy
      • Figure 26: Agreement that there is no clear end to the pandemic in sight, by gender and age, 2021
    • Older women have changed their leisure habits, remain cautious
      • Figure 27: Comfort with returning to pre-pandemic activities, by gender and age, 2021
    • No foreseeable panacea
      • Figure 28: Measures needed to feel comfortable returning to pre-pandemic activities, 2021
  11. Social Gatherings

    • Not ready to go public
      • Figure 29: Attitudes toward COVID-19’s impact on leisure time and activities, by gender and by age, 2021
    • Optimistic outlook for private social gatherings
      • Figure 30: Hosting and attending gatherings, done in the recent past and expected in the future, 2021
    • Spotlight: the case for Christmas crackers
      • Figure 31: Virgin Megastore Middle East Instagram post promoting Christmas crackers, 2020
    • Help Gen Z adults know where and what to celebrate
      • Figure 32: Attitudes toward COVID-19’s impact on leisure time and activities, by gender and by age, 2021
      • Figure 33: Average age of hosts in 2019, by party occasion, 2020
    • Vaccines and ventilation
      • Figure 34: Precautions for social gatherings, 2021
    • Spotlight: Burngartens offer outdoor opportunities
      • Figure 35: 1840 Brewing Company Instagram post promoting its winter Burngarten, 2021
  12. Clubs and Organizations

    • Most adults are affiliated with an organized group or community
    • Spotlight: Flexible Spaces
      • Figure 36: Club/organization participation, 2021
    • Spotlight: businesses can organize informal gatherings and communities
      • Figure 37: Instagram post promoting table tennis league, 2021
    • Virtual connections offer opportunities for communities online
      • Figure 38: Club/organization reactions to pandemic, 2021
    • Younger men show interest in meeting new people
      • Figure 39: Interest in expanding social circle vs focusing on existing friends, 2021
      • Figure 40: Agreement that the pandemic has increased interest in joining clubs/organized groups, by gender and age, 2021
  13. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  14. Appendix – The Market

      • Figure 41: Total US sales and forecast for leisure and entertainment, by segment, at current prices, 2016-26
    • Inflation-adjusted market tables
      • Figure 42: Total US sales and forecast of leisure and entertainment, at inflation-adjusted prices, 2016-26
      • Figure 43: Total US sales and forecast of in-home leisure, at inflation-adjusted prices, 2016-26
      • Figure 44: Total US sales and forecast of out-of-home leisure, at inflation-adjusted prices, 2016-26

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