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Everything you need to make the right decisions

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

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Motivations for taking part in hobbies vary by generation. Many older consumers prefer to spend time alone and are driven to enjoy hobbies in order to unwind and relax. Meanwhile, younger consumers perceive hobbies primarily as a skill or knowledgebuilding opportunity, or as a catalyst for socialising.


Consumers are actively seeking ways to increase overall wellbeing, which includes not only physical health, but also emotional and psychological. Brands should tap into the ‘mindfulness’ trend by promoting hobbies and interests as a positive way to switch off in the digital world.

Expert analysis from a specialist in the field

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

The power of hobbies to improve mental wellbeing is set to drive growth throughout 2020. Meanwhile, creative hobbies are enjoying a renewed interest from younger crowds as urbanites look to switch off in the digital age and spend quality time with friends Lauren Ryan
Leisure Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Brits are tight for time
              • Total wellbeing trend goes mainstream
                • Generation rent’s interior design obsession
                  • Tech-enabled access shifting hobbies online
                    • Youthful search for social alternatives
                      • The consumer
                        • A nation of hobbyists
                          • Figure 1: Participation in hobbies and interests, November 2019
                        • Most popular hobbies also most frequent
                          • Figure 2: Most frequent hobby/interest, November 2019
                        • Fine arts most popular
                          • Figure 3: Participation in arts and crafts hobbies, November 2019
                        • Millennials show interest in practical arts
                          • Three quarters take time for hobby weekly
                            • Figure 4: Participation frequency of hobby/interest spent most time on, November 2019
                          • Subscription models can encourage regularity
                            • Social preferences split between ages
                              • Figure 5: Leisure time preferences, November 2019
                            • Online videos now on par with print media
                              • Figure 6: Information sources for most frequently done hobby/interest, November 2019
                            • Relaxation key driver
                              • Figure 7: Motivation for hobby/interest participation, November 2019
                            • What we think
                            • Issues and Insights

                              • Eco-concerns create opportunities for DIY
                                • The facts
                                  • The implications
                                    • The age of ‘hobby socialising’ is here
                                      • The facts
                                        • The implications
                                        • The Market – What You Need to Know

                                          • Brits are tight for time
                                            • Total wellbeing trend goes mainstream
                                              • Generation rent’s interior design obsession
                                                • Tech-enabled access shifting hobbies online
                                                  • Youthful search for social alternatives
                                                  • Market Drivers

                                                    • Brits are tight for time
                                                      • Figure 8: Average weekly working hours for full-time workers, by EU country, 2019
                                                    • Total wellbeing trend goes mainstream
                                                        • Figure 9: Stress-relieving methods used/interested in using, February 2018
                                                      • Generation rent’s interior design obsession
                                                        • Tech-enabled access gradually shifting hobbies online
                                                            • Figure 10: Hobby information access channel, November 2019
                                                          • Youthful search for social alternatives
                                                          • The Consumer – What You Need to Know

                                                            • A nation of hobbyists
                                                              • Millennials show interest in practical arts
                                                                • Three quarters take time for hobby weekly
                                                                  • Subscription models can encourage regularity
                                                                    • Social preferences split between ages
                                                                      • Online videos now on par with print media
                                                                        • Relaxation key driver
                                                                        • Participation in Hobbies and Interests

                                                                          • A nation of hobbyists
                                                                            • Figure 11: Participation in hobbies and interests, November 2019
                                                                          • Flexibility crucial for working adults
                                                                            • Language-led experience holidays an opportunity
                                                                              • Gender preferences clear
                                                                                • More young men heading to the kitchen
                                                                                  • Figure 12: Participation in hobbies and interest, by gender, November 2019
                                                                                • Most popular activities also most frequent
                                                                                  • Figure 13: Most frequent hobby/interest, November 2019
                                                                              • Participation in Arts and Crafts

                                                                                • Fine arts most popular
                                                                                  • Figure 14: Participation in arts and crafts hobbies, November 2019
                                                                                • Textiles driven by older generations…
                                                                                  • …but interest can be captured in the young
                                                                                    • Figure 15: Participation in arts and crafts hobbies, by generation, November 2019
                                                                                  • Millennials show interest in practical arts
                                                                                    • Ceramics make a comeback
                                                                                      • Floristry repackaged for the home interior
                                                                                          • Figure 16: Example of bottled terrariums
                                                                                      • Hobby and Interest Frequency

                                                                                        • Three quarters take time for hobby weekly
                                                                                          • Figure 17: Participation frequency of hobby/interest spent most time on, November 2019
                                                                                          • Figure 18: Frequency of hobby/interest spent most time doing, November 2019
                                                                                        • Over-65s most frequent hobbyists
                                                                                          • Figure 19: Participation frequency of hobby/interest spent most time on, by age, November 2019
                                                                                        • Subscription models can encourage regularity
                                                                                            • Figure 20: Example of Seed Pantry’s seed kits
                                                                                        • Leisure Time Preferences

                                                                                          • Over half prefer solo leisure time
                                                                                            • Small and intimate preferred social setting
                                                                                              • Figure 21: Leisure time preferences, November 2019
                                                                                            • Millennials prefer more social settings
                                                                                              • Figure 22: Leisure time preferences, by age, November 2019
                                                                                          • Information Sources

                                                                                            • Print media still crucial source…
                                                                                                • Figure 23: Information sources for most frequently done hobby/interest, November 2019
                                                                                              • …although online videos now on par
                                                                                                • Videos best for technical hobbies
                                                                                                  • Figure 24: Use of online videos as information source for hobby spent most time on, November 2019
                                                                                              • Hobby Motivations

                                                                                                • Relaxation key driver
                                                                                                  • Figure 25: The Mindfulness Colouring Book: Anti-stress art therapy for busy people, by Emma Farrarons
                                                                                                • Men use hobbies as preventatives
                                                                                                    • Figure 26: Motivation for hobby/interest participation, November 2019
                                                                                                  • Younger age groups seek to learn and improve
                                                                                                      • Figure 27: Motivation for hobby/interest participation, by generation, November 2019
                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                      • Abbreviations
                                                                                                        • Consumer research methodology

                                                                                                        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.

                                                                                                        • Market

                                                                                                          Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                                                        • Consumer

                                                                                                          Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                                        • Brand/Company

                                                                                                          Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                                        • Data

                                                                                                          Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                                        Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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