Description

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

Current market landscape of leisure trends among young adults

Approximately six in 10 multicultural young adults prefer to spend most of their free time at home, which poses a challenge for out-of-home leisure brands who depend on young adults’ relative abundance of free time and somewhat-more-disposable income.

The current inflationary period and rising cost of living poses a significant threat to leisure spending in general. While incomes vary among multicultural young adults, all will be looking for indications of value when considering new leisure activities.

Market share and key industry trends

Marketers have opportunities to position leisure time activities as beneficial to consumers’ mental and physical health. Data from Mintel’s Leisure Trends – US, 2022 shows that 60% of adults aged 18-34 and 76% of adults aged 25-34 agree that they have a greater awareness now vs prior to the pandemic of how their free time activities can impact their own health.

When asked what they would do if they had more free time, just under half of all young adults would prioritize relaxation, outdoor activities and exercise. All of these activities can be linked to physical and mental wellbeing, demonstrating an interest among young adults to use their free time for more than gaming or media consumption.

Multicultural young adult leisure trends

Nevertheless, opportunities abound for brands across categories. Outdoor brands can help make active and relaxing outdoor activities more accessible to multicultural young adults. Fast food and fast casual chains can offer deals to entice even frugal consumers to treat themselves. And young adults’ passion for media consumption can provide an avenue for retailers to provide themed pop-up experiences within brick-and-mortar spaces.

Read on to discover more about the multicultural young adult leisure trends consumer market, read our Diversity in Gaming – US – 2022, or take a look at our other Leisure Time research reports.

Quickly understand leisure in young adults

  • Perceptions of free time and what multicultural young adults would do if they had more free time.
  • Preferences for spending free time alone or with others.
  • Multicultural young adults’ favorite in-home and out-of-home leisure activities.
  • Trial and interest in novel out-of-home activities such as axe throwing and indoor skydiving.
  • Factors that would encourage multicultural young adults to try a new activity.

Covered in this report

Brands include: Oscar Mayer, Seoul Mamas, Gucci, Louis Vuitton, Lacoste, Minecraft, Vrbo, Netflix, Verizon, Whole Foods, Float, Mtn Dew, LEGO.

Expert analysis from a specialist in the field

This report, written by Kristen Boesel, a leading analyst in the Lifestyles and Leisure sector, delivers in-depth commentary and analysis on Multicultural Young Adult Leisure Trends to  add expert context to the numbers.

Multicultural young adults represent a wide variety of incomes and life stages, but among them there is a desire for connection, relaxation and fun. It may be challenging for brands to overcome some of the homebody inertia of the pandemic, but with the right value proposition, such as the promise of convenience or once-in-a-lifetime memories, young adults will be eager to try new experiences away from home.
Kristen Boesel, Senior Lifestyles and Leisure Analyst
Kristen Boesel
Senior Lifestyles Analyst

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Market overview
                  • Figure 1: Population distribution, by age and race/Hispanic origin, 2021
                  • Figure 2: Average age of mother at first birth, by race and Hispanic origin, 2020
                • Opportunities and challenges
                  • Young adults are stressed out
                    • Opportunities to help young adults focus on wellness
                      • Figure 3: What young adults would do if they had more free time, by race/Hispanic origin, 2022
                    • Most young adults would prefer to stay at home
                      • Figure 4: Attitudes toward spending free time at home, by race/Hispanic origin, 2022
                    • Young adults are looking for value
                      • Figure 5: Selected motivators for trying a new free time activity, by race and Hispanic origin, 2022
                    • Leverage playfulness and adventure to encourage new experiences
                      • Figure 6: Attitudes towards leisure experiences (any agree), by race/Hispanic origin, 2022
                    • Key consumer insights
                    • Multicultural Young Adults by the Numbers

                      • One in 10 US consumers is a multicultural young adult
                        • Figure 7: Population distribution, by age and race/Hispanic origin, 2021
                      • Hispanic and Asian young adult populations on track to grow
                        • Figure 8: Population estimates, in millions, by age and race/Hispanic origin, 2021-26
                      • Life stages and living arrangements vary between the ages of 18 and 34
                        • Figure 9: Living arrangements of adults 18-34 years old, by gender, 2021
                        • Figure 10: Households, by detailed type and race and Hispanic origin, 2021
                        • Figure 11: Average age of mother at first birth, by race and Hispanic origin, 2020
                      • Educational and income disparities offer varying opportunities
                        • Figure 12: Educational attainment of adults aged 18-34, by race and Hispanic origin, 2020
                        • Figure 13: Median household income, by type of household and race and Hispanic origin of householder, 2020
                    • Market Factors and Current Opportunities

                      • Economic uncertainty will hinder out-of-home leisure spending
                        • Inflation reallocates budgets away from leisure spending
                          • Figure 14: Consumer Price Index change from previous year, 2020-22
                        • Dropping DPI and consumer confidence
                          • Figure 15: Disposable Personal Income change from previous period, 2020-22
                        • Unemployment suggests tighter budgets for Black and Hispanic consumers
                          • Figure 16: Total, Black and Hispanic unemployment rates, 2020-22
                        • Lingering COVID-19 concerns could also keep focus on at-home leisure
                          • Figure 17: Worry about exposure to COVID-19, by race and Hispanic origin, 2022
                        • Vaccination approval could open doors for young families to venture out
                          • Young adults are generally more stressed than older adults
                            • Figure 18: Mental health conditions experienced in past 12 months, by age, 2021
                        • The Multicultural Young Adult Consumer – Fast Facts

                          • Only 33% of Asian young adults feel they have enough free time
                            • 73% of young adults prefer to have their phones with them
                              • 50% of young adults would spend more time with their family
                                • 64% of young adults prefer to spend most of their free time at home
                                  • Only 15% of Black young adults would seek out an active outdoor activity
                                    • 49% of young adults would try a new activity if it was a “good value”
                                      • 63% of young adults prefer to spend on experiences instead of things
                                      • Stress and Free Time

                                        • Asian young adults perceive a shortage of free time
                                          • Figure 19: Attitudes toward having enough free time, by race/Hispanic origin, 2022
                                        • Brand partnerships offer opportunities for brands outside the traditional leisure space
                                          • Figure 20: Oscar Mayer Instagram post, 2022
                                        • Wellness proves a higher priority than traditional leisure activities
                                          • Figure 21: What young adults would do if they had more free time, by race/Hispanic origin, 2022
                                        • Make it easier for young adults to get outside
                                          • Redefine what it means to “relax”
                                            • Free time does not equal unplugged time
                                              • Figure 22: Spending more time gaming and disconnecting from technology, by race/Hispanic origin, 2022
                                              • Figure 23: ”I prefer to have my phone with me during my free time” (any agree), by race/Hispanic origin, 2022
                                            • Spotlight on virtual luxury
                                              • Figure 24: Trial and willingness to try virtual reality at home or in a VR lounge, 2022
                                          • Together vs Solo

                                            • Cater to Asian and Hispanic young adults with emphasis on family time
                                              • Figure 25: Identity Consumer Trend Driver
                                              • Figure 26: Spending more time with family, friends or alone, by race/Hispanic origin, 2022
                                            • Vrbo’s branding is well positioned to appeal to young adults
                                              • Figure 27: Vrbo | A Place for Together | Ad during the 2022 Super Bowl Pre-Game Show, 2022
                                            • For some, there is an unmet need for alone time
                                              • Give young women opportunities to connect
                                                • Figure 28: ”I prefer spending my free time alone rather than with others” (any agree), by gender, 2022
                                                • Figure 29: Netflix Book Club with Uzo Aduba | Official Announcement Trailer, 2021
                                              • Silent dance parties give young adults the opportunity to be alone together
                                                • Figure 30: Millennium Age Instagram post, 2022
                                            • Staying In

                                              • Majority of young adults say they’re homebodies, many are cool with it
                                                • Figure 31: Instagram post tagged #JOMO, 2022
                                                • Figure 32: Attitudes toward spending free time at home, by race/Hispanic origin, 2022
                                              • The most popular at-home leisure activities involve media
                                                • Figure 33: Activities most want to do at home (any rank), by race/Hispanic origin, 2022
                                              • Encourage gaming engagement among multicultural women
                                                • Figure 34: Watching TV and playing video games, by gender and race/Hispanic origin, 2022
                                              • Opportunities to appeal to Hispanics with music
                                                • Figure 35: “Family Sunday” Verizon commercial, 2018
                                              • Encourage Asian young adults to experiment with cooking and baking
                                                • Figure 36: Whole Foods Market Instagram post, 2021
                                              • One in five young adults consider napping a preferred pastime
                                                • Figure 37: Nap as activity most want to do at-home (any rank), by race/Hispanic origin, 2022
                                                • Figure 38: Float in Milwaukee Instagram post, 2021
                                            • Going Out

                                              • Young adults want to dine out
                                                • Figure 39: Out-of-home activities most want to do (any rank), by race/Hispanic origin, 2022
                                              • Theme parks offer Hispanics opportunities for family time
                                                • Black consumers are generally less interested in outdoor activities
                                                  • Figure 40: Outdoor activity as activity most want to do out-of-home (any rank), by race/Hispanic origin, 2022
                                                  • Figure 41: Color the Water Instagram post, 2022
                                                • Iconic photo opportunities will help draw young adults to museums
                                                  • Figure 42: Would try a new activity to post about it on social media, 2022
                                                  • Figure 43: The Broad museum Instagram post, 2022
                                              • Encouraging Trial of New Activities

                                                • There’s comfort in the known
                                                  • Figure 44: Doing known things vs doing new things, by race/Hispanic origin, 2022
                                                • Boosting trial with trusted brands
                                                  • Value is in the eye of the beholder
                                                    • Figure 45: Mintel Consumer Trend Driver Value
                                                    • Figure 46: Selected motivators for trying a new free time activity, 2022
                                                  • Convenience is a key Pillar for Asian young adults
                                                    • Premium packages have potential
                                                      • Figure 47: Selected motivators for trying a new free time activity, by race and Hispanic origin, 2022
                                                    • Life stage and relationships can supersede value
                                                      • For coupled adults without kids, a partner’s interest holds sway
                                                        • Figure 48: Motivators for trying a new free time activity, among couples, 2022
                                                      • Kids are the ultimate influence
                                                        • Figure 49: Motivators for trying a new free time activity, among parents and adults without kids, 2022
                                                    • Future Opportunities

                                                      • Meeting the needs of multicultural young adults via the lens of the Experiences Trend Driver
                                                        • Figure 50: Mintel Consumer Trend Driver Experiences
                                                      • Experiences preferred over things
                                                        • Figure 51: Attitudes towards leisure experiences (any agree), by race/Hispanic origin, 2022
                                                      • Pleasure: pop-ups provide chances to surprise and delight
                                                        • Figure 52: Novel leisure experiences, trial and willingness to try, 2022
                                                        • Figure 53: trial and willingness to try pop-up retail store and pop-up bar, by race and Hispanic origin, 2022
                                                      • Nostalgia: trampoline parks offer an active way to revisit childhood
                                                        • Great potential for pop culture pop-ups
                                                          • Figure 54: The Friends Experience Instagram post, 2022
                                                        • Playfulness: escape rooms carry a broad appeal
                                                          • Retailers can provide shoppers with chances for playfulness too
                                                            • Figure 55: LEGO Instagram post, 2022
                                                          • Adventure: strong interest in indoor skydiving and axe throwing
                                                            • Figure 56: Trial and willingness to try axe throwing and indoor skydiving, by race and Hispanic origin, 2022
                                                          • Returning to the mall could be a potential adventure
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Consumer survey data
                                                                • Abbreviations and terms
                                                                  • Abbreviations

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