Table of Contents
Executive Summary
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- Impact of COVID-19 on leisure
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- 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
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- Figure 2: Changes in financial situation, September 2019, March 2020 and September 2020
- Tighter COVID-19 measures expected to impact consumer confidence
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- 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
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- Figure 4: Anticipated spending in next month compared to usual spending habits, 10-17 September 2020
- Watching TV most popular leisure activity
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- Figure 5: Changes in time spent on activities since COVID-19, 6-21 August 2020
- Lack of motivation and time pressure represent key barriers
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- Figure 6: Reasons for reducing time on activities since COVID-19, 6-21 August 2020
- Younger Brits most likely to start new hobbies
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- 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
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- Figure 8: Reasons for beginning new hobbies/interests, 6-21 August 2020
- Prioritisation of at-home leisure expected to continue over next 12 months
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- 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
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- Figure 10: Attitudes towards COVID-19 and future leisure time, 6-21 August 2020
Issues and Insights
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- Out-of-home leisure brands need to adapt to the at-home trend
- Community and connection critical to combat social isolation
The Market – Key Takeaways
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- 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
Market Drivers
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- Impact of COVID-19 on leisure
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- 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
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- Figure 12: Changes in financial situation, September 2019, March 2020 and September 2020
- Tighter COVID-19 measures expected to impact consumer confidence
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- Figure 13: Financial confidence in the year ahead, September 2019, March 2020 and September 2020
- Major lifestyle changes due to COVID-19
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- 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
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- 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
Companies and Brands – Key Takeaways
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- COVID-19 forces leisure brands to launch at-home products
- Remote socialising innovations beyond video quizzes
- Home exercise in the spotlight for technology brands
Launch Activity and Innovation
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- 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
The Consumer – Key Takeaways
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- 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
Impact of COVID-19 on Consumer Behaviour
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- Nearly half of Brits still concerned about exposure to COVID-19
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- Figure 16: Concern about risk of being exposed to COVID-19/coronavirus, 28 February – 17 September
- Lifestyle disruption still expected for many
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- Figure 17: Concern about impact of COVID/coronavirus on lifestyles, 28 February – 17 September
- Spending reserved for at-home products and services
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- Figure 18: Anticipated spending in next month compared to usual spending habits, 10-17 September 2020
Changes in Time Spent on Activities
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- Home cooking trend aided by rapid brand innovation
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- Figure 19: Changes in time spent on activities since COVID-19, 6-21 August 2020
- Younger generations turned to screens for entertainment
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- Figure 20: More time spent on activities since COVID-19, by age, 6-21 August 2020
- Older Brits favoured analogue activities
Reasons for Reducing Activity Time
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- Lack of motivation and time pressure represent key barriers
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- Figure 21: Reasons for reducing time on activities since COVID-19, 6-21 August 2020
- Opportunities to make family leisure time more interactive
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- Figure 22: Repertoire analysis of reasons for reducing time on activities since COVID-19, 6-21 August 2020
New Hobbies and Interests
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- Young Brits more likely to start new hobbies since COVID-19
- Opportunities to refresh at-home leisure time for younger audiences
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- Figure 23: Participation in new hobbies/interests since COVID-19, 6-21 August 2020
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- Figure 24: Participation in new hobbies/interests since COVID-19, by age, 6-21 August 2020
Motivations for New Hobbies and Interests
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- Entertainment needed during lockdown…
- … but mental health will be a key driver in the future
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- Figure 25: Reasons for beginning new hobbies/interests, 6-21 August 2020
- Hobbies used to bring people together
Future Leisure Activity Time
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- Prioritisation of at-home leisure expected to continue over next 12 months
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- 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
- Small group socialising presents opportunities
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- Figure 27: Attitudes towards COVID-19 and future leisure time, 6-21 August 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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