Leisure Time: Inc Impact of COVID-19 - UK - November 2020

OVERVIEW
Key issues covered in this Report
COVID-19: Market context
Economic and other assumptions
Products covered in this Report
EXECUTIVE SUMMARY
Impact of COVID-19 on leisure
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
Figure 2: Changes in financial situation, September 2019, March 2020 and September 2020
Tighter COVID-19 measures expected to impact consumer confidence
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
Figure 4: Anticipated spending in next month compared to usual spending habits, 10-17 September 2020
Watching TV most popular leisure activity
Figure 5: Changes in time spent on activities since COVID-19, 6-21 August 2020
Lack of motivation and time pressure represent key barriers
Figure 6: Reasons for reducing time on activities since COVID-19, 6-21 August 2020
Younger Brits most likely to start new hobbies
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
Figure 8: Reasons for beginning new hobbies/interests, 6-21 August 2020
Prioritisation of at-home leisure expected to continue over next 12 months
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
Figure 10: Attitudes towards COVID-19 and future leisure time, 6-21 August 2020
ISSUES AND INSIGHTS
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
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
Impact of COVID-19 on leisure
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
Figure 12: Changes in financial situation, September 2019, March 2020 and September 2020
Tighter COVID-19 measures expected to impact consumer confidence
Figure 13: Financial confidence in the year ahead, September 2019, March 2020 and September 2020
Major lifestyle changes due to COVID-19
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
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
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
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
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
Nearly half of Brits still concerned about exposure to COVID-19
Figure 16: Concern about risk of being exposed to COVID-19/coronavirus, 28 February – 17 September
Lifestyle disruption still expected for many
Figure 17: Concern about impact of COVID/coronavirus on lifestyles, 28 February – 17 September
Spending reserved for at-home products and services
Figure 18: Anticipated spending in next month compared to usual spending habits, 10-17 September 2020
CHANGES IN TIME SPENT ON ACTIVITIES
Home cooking trend aided by rapid brand innovation
Figure 19: Changes in time spent on activities since COVID-19, 6-21 August 2020
Younger generations turned to screens for entertainment
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
Lack of motivation and time pressure represent key barriers
Figure 21: Reasons for reducing time on activities since COVID-19, 6-21 August 2020
Opportunities to make family leisure time more interactive
Figure 22: Repertoire analysis of reasons for reducing time on activities since COVID-19, 6-21 August 2020
NEW HOBBIES AND INTERESTS
Young Brits more likely to start new hobbies since COVID-19
Opportunities to refresh at-home leisure time for younger audiences
Figure 23: Participation in new hobbies/interests since COVID-19, 6-21 August 2020
Figure 24: Participation in new hobbies/interests since COVID-19, by age, 6-21 August 2020
MOTIVATIONS FOR NEW HOBBIES AND INTERESTS
Entertainment needed during lockdown…
… but mental health will be a key driver in the future
Figure 25: Reasons for beginning new hobbies/interests, 6-21 August 2020
Hobbies used to bring people together
FUTURE LEISURE ACTIVITY TIME 
Prioritisation of at-home leisure expected to continue over next 12 months
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
Figure 27: Attitudes towards COVID-19 and future leisure time, 6-21 August 2020
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology