Eating out is a social activity that allowed many to interact with their friends and family meaning many will be keen to return to the scene. However, consumers are clearly far more comfortable socialising outdoors rather than inside. 59% of consumers say they are comfortable sitting outdoors at a pub or restaurant, whilst just 39% say they would feel comfortable sitting indoors if the rules allowed. Although there are looming consumer concerns regarding safety and indoor venues being of higher risk, pubs and restaurants with outdoor spaces will recovery fastest in the short-term as more consumers are comfortable visiting these venues outdoors than any other surveyed activity. This is likely to remain the case for some time, potentially even when COVID-19 is no longer a major threat, which means outdoor facilities will be a long-term investment for pubs and restaurants.

Younger consumers will be keen to return to social environments as the hospitality sector opens up; 42% of 16-24 year olds and 49% of 25-34 year olds say they are comfortable eating indoors at a pub or restaurant. Mintel’s Global COVID-19 Tracker has shown young consumers to be less concerned about the risk of exposure to the virus throughout the pandemic, whilst some of those who are still worried are willing to put these feelings aside in order to be able to visit their favourite venues once again.

COVID-19 has motivated consumers to place more importance on their physical and mental wellbeing. 25% of consumers say COVID-19 has made them more interested in taking part in leisure activities that benefit their physical wellbeing, while the same proportion plan to seek out more activities that benefit their mental wellbeing.

Younger consumers are even more likely to prioritise their physical and mental wellbeing, with 33% of 16-34s keen to take part in more leisure activities that address these aspects.

This is likely to result in the acceleration of the sobriety trend, or drinking alcohol in moderation. This will require the hospitality sector to adapt by placing focus on no/low alcoholic drinks, whilst more operators could even design nights or venues targeted at non-drinkers.

Compared to other surveyed activities, consumers are least comfortable visiting gym venues (only 27%). Even those who visited gyms regularly prior to COVID-19 still have concerns about visiting. According to Mintel’s upcoming Report Exercise Trends – UK, May 2021, only around a third of pre-pandemic gym goers have returned to venues since the start of COVID-19.

Our research conducted back in June 2020 showed that those who planned not to restart their membership when gyms initially reopened following the first lockdown had concerns about exposure to the virus (38%) and social distancing measures ruining the experience (33%, see Health and Fitness Clubs: Inc Impact of COVID-19 – UK, September 2020). Reassuring gym goers of deep cleaning at venues will be a strong start to giving them confidence to attend gyms in the short term, but in the long-term, businesses that adopt a more flexible fitness model that incorporates online, outdoor and indoor fitness into their strategy will be able to appeal to a broader range of consumers.