Table of Contents
Executive Summary
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- Impact of COVID-19 on in and out-of-home leisure
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on in- and out-of-home leisure, prepared 15 April 2021
- The market
- Government outlines roadmap out of lockdown
- Just over four in 10 are still concerned about the risk of being exposed to COVID-19
- Night Time Industries Association warns of threat to future of nightclubs
- Out-of-home leisure market lost more than half its value in 2020
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- Figure 2: Market value forecast of UK out-of-home leisure industry (excluding travel and tourism), 2015-2025 (prepared on 21 December 2020)
- Companies and brands
- Reading and Leeds Festivals aim to go ahead in 2021 but Glastonbury Festival is cancelled
- Fit-tech explosion powers in-home workouts
- Live stream music platforms cater to stay-at-home audiences
- Michelin-starred restaurants offer ‘finish at home’ meal kits whilst restaurants remain closed
- The consumer
- DIY, arts/crafts and baking were key in-home activities in 2020
- More time spent at home increases scratch cooking opportunities
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- Figure 3: Participation in hobbies/interests, November 2019 and November 2020
- Eating out and pub-going were favourite pastimes pre-COVID
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- Figure 4: Frequency of pre-pandemic participation in out-of-home leisure activities, December 2020
- Relaxation of restrictions and government incentives brought consumers back into restaurants in summer 2020
- People are eager to eat in restaurants again
- Cinemas suffer the effects of lack of blockbuster content
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- Figure 5: Participation in out-of-home leisure activities during lockdown easing, December 2020
- Consumers turn to TV for comfort and distraction during COVID-19
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- Figure 6: In-home activities participated in since COVID-19, December 2020
- Gardening has been a key mindfulness activity
- Virtual events to have greater role even after reopening of venues
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- Figure 7: Intention to participate in virtual and in-person events, December 2020
- Nearly six in 10 would take a COVID-19 test to get access to a festival
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- Figure 8: Attitudes towards leisure activities, December 2020
- Novel outdoor theatres and cinemas can see extended life after the pandemic
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- Figure 9: Appetite for in- and out-of-home leisure pursuits, December 2020
- Some consumers will have longer-term preference for live streaming events
Issues and Insights
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- Returning consumer confidence and vaccine rollout to boost out-of-home leisure activities post-lockdown
- Out-of-home leisure sector can make the most of postponed special occasions
- Socially distanced outdoor options to thrive coming out of the worst of the pandemic
- People to stick with their new in-home hobbies
The Market – Key Takeaways
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- Government outlines roadmap out of lockdown
- Just over four in 10 are still concerned about the risk of being exposed to COVID-19
- Night Time Industries Association warns of threat to future of nightclubs
Market Overview
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- Closures and cancellations devastate the out-of-home leisure industry
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- Figure 10: Short-, medium- and long-term impact of COVID-19 on in- and out-of-home leisure, prepared 15 April 2021
- Sectors that rely on mass gatherings worst hit in 2020
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- Figure 11: Value growth rates, by leisure segment, 2019-20
- Out-of-home market lost more than half its value in 2020
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- Figure 12: Market value of UK leisure industry^, 2015-25 (prepared on 21 December 2020)
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- Figure 13: Market value forecast of UK leisure industry, 2015-25 (prepared on 21 December 2020)
- Market drivers and assumptions
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- Figure 14: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 5 March 2021)
- Learnings from the last recession
- Recession of 2008 impacted out-of-home spend and confidence
- Cultural pursuits held up well in the last recession
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- Figure 15: Value of the UK out-of-home leisure market, by segment, 2004-09
- Forecast methodology
Market Drivers
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- Coming out of the 2021 lockdown
- Government outlines roadmap
- All restrictions could be lifted in June if infection rates remain low
- Consumers eager to take part in outdoor leisure activities
- Despite positive progress on vaccinations, consumers may exercise caution about indoors leisure pursuits
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- Figure 16: Intended participation in in and out-of-home leisure activities, April 2021
- Just over four in 10 are still concerned about the risk of being exposed to COVID-19
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- Figure 17: Concern about being exposed to COVID-19, March 2020-March 2021
- Consumer confidence buoyant at the start of 2021
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- Figure 18: Consumer sentiment for the coming year, January 2021
Leisure Markets
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- Gyms argue they present minimal risk of spreading COVID-19
- Despite government support for grassroots music venues, many are still at risk
- Night Time Industries Association warns of threat to future of nightclubs
- Trade industry associations highlight fears for beers
- 2020 sees significant growth in digital subscriptions
- Returning to the cinema
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- Figure 19: Use of paid-for media subscriptions, December 2017-December 2020
Companies and Brands – Key Takeaways
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- Reading and Leeds Festivals aim to go ahead in 2021 but Glastonbury Festival is cancelled
- Fit-tech explosion powers in home workouts
- Live stream music platforms cater to stay at home audiences
- Michelin-starred restaurants offer ‘finish at home’ meal kits whilst restaurants remain closed
Launch Activity and Innovation
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- Reading and Leeds Festivals aim to go ahead in 2021 but Glastonbury Festival is cancelled
- Lack of government backed cancellation insurance may see more festivals cancel
- Fit-tech explosion powers in home workouts
- Facebook adds home fitness options across platforms
- Looking to Augmented Reality to make home workouts more immersive
- Digital workout videos soar as gyms close
- Peloton partners with Beyoncé for themed workouts
- Apple Fitness+ Launches in December 2020
- Festivals utilise VR following closures
- Glastonbury’s Shangri-La recreated in interactive VR form
- Live stream music platforms cater to stay at home audiences
- Michelin-starred restaurants offer ‘finish at home’ meal kits whilst restaurants remain closed
- Brands go social to inspire live cook-alongs with famous fans
- RHS launches Grow at Home programme in April 2020
- National Trust launches #BlossomWatch campaign to encourage people to experience the joys of spring
The Consumer – Key Takeaways
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- DIY and cooking were boosted in 2020
- Cinemas suffered the effects of lack of blockbuster content
- Nearly six in 10 would take a COVID-19 test to get access to a festival
- Long-term potential in live streaming events
Impact of COVID-19 on Consumer Behaviour
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- DIY, arts/crafts and baking were key in-home activities in 2020
- Baking rises to the occasion
- More time spent at home increases scratch cooking opportunities
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- Figure 20: Participation in hobbies/interests, November 2019 and November 2020
- Amplifying safety measures can help encourage reticent cinema/theatre goers
- Outdoor festivals feel the benefit of pent-up demand
- Nearly half plan to go to a live music or sporting event
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- Figure 21: Intention to go to a live music or sporting event, April 2021
Pre-pandemic Leisure Habits
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- Eating out and pub going were favourite pastimes pre-COVID
- For pubs and bars, surviving through early 2021 can see them reap rewards in the summer
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- Figure 22: Frequency of pre-pandemic participation in out of home leisure activities, December 2020
- Visitor attractions hold universal appeal
- Generational differences in how in-home leisure time is spent
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- Figure 23: Frequency of pre-pandemic participation in in-home leisure activities , December 2020
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- Figure 24: Frequency of pre-pandemic television viewing, by generation , December 2020
- New habits will have been established during the pandemic
Out-of-home Activities During Lockdown Easing
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- Relaxation of restrictions and government incentives brought consumers back into restaurants
- People are eager to eat in restaurants again
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- Figure 25: Participation in out-of-home leisure activities during lockdown easing, December 2020
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- Figure 26: Eating out in restaurants during lockdown easing, by generation, December 2020
- Cinemas suffer the effects of lack of blockbuster content
- Younger audiences were keener to get back to out-of-home activities
- Christmas in July
In-home Activities Since Outbreak
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- Consumers turn to TV for comfort and distraction during COVID-19
- People’s nostalgia has led them to seek out older shows
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- Figure 27: In-home activities participated in since COVID-19, December 2020
- With gyms shut, exercising at home/outdoors during COVID-19 has been a priority
- Gardening has been a key mindfulness activity
Future In- and Out-of-Home Leisure Habits
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- Streaming to have greater role even after reopening of venues
- Streams of live theatre appeal to young men and those with less access to in-person performances
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- Figure 28: Intention to participate in virtual and in-person events, December 2020
- Online gym classes could be a permanent shift for some gym-goers
- Londoners more likely to switch to digital gyms
- Consumers’ desire for community can draw them back into physical gyms
Attitudes towards Leisure Activities
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- Vaccine rollout to be a shot in the arm for the leisure industry
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- Figure 29: Attitudes towards leisure activities, December 2020
- Convenience is key for food delivery
- Nearly six in 10 would take a COVID-19 test to get access to a festival
- Short-term support to keep venues alive can transfer into longer-term fan ownership model
- From consumers to stakeholders
- Focus on localism will help sustain landmarks and venues
- Making pre-sales as anticipation builds
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- Figure 30: In-home vs out-of-home leisure behaviours – CHAID – Tree output, December 2020
- Figure 31: In home vs out of home leisure behaviours – CHAID – Table output, December 2020
Attitudes towards In-person and Online Events
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- Novel outdoor theatres and cinemas can see extended life after the pandemic
- Immersive theatre appeals to young families
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- Figure 32: Appetite for in and out-of-home leisure pursuits, December 2020
- Some consumers will have longer-term preference for live streaming events
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- Figure 33: Attitudes towards online socialising, by age, December 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- CHAID Methodology
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