Greene King has released the first Greene King Leisure Tracker. This new report is the first to provide such specific analysis of monthly leisure spending across GB households: it aims to deliver timely and insightful monthly analysis of household spending patterns across key leisure activities including eating & drinking out, gambling, theatre & cinema-going, health & fitness and live events.
Key Highlights
- The Greene King Leisure Tracker is the first of its kind in Britain and aims to provide greater insights into consumer discretionary spending.
- Focuses on spending patterns across leisure sectors such as eating out, drinking out, gambling, cinema-going, health & fitness and live events.
- Each month’s report is based on an online, nationally representative sample of c. 2,000 individuals (GB, 18+), reflecting the leisure behaviour of c. 2,000 households. Data has been collected every month since August 2013.
- Today’s report highlights 6% growth in household leisure spending in February (January 2014 comparison) from £191 to £203.
Greene King’s Commercial Director, Steve Jebson said: “We are delighted to be launching the first ever Greene King Leisure Tracker. We have been running the data since August 2013 so we have already built up a detailed picture of where and when GB households direct their leisure spending.”
6% increase in leisure spending
The initial report highlights a 6% increase, from £191 to £203, in monthly GB household leisure spending from January to February, driven up by the impact of the half-term holiday and the gradual recovery of consumer finances after the festive period.
£11 of the £12 increase in spending came from eating out and drinking out, which cater for two thirds of the measured spend in the survey. An improvement in spending was also seen more clearly outside London and the South East, and by ‘households with kids’.
Steve added, “With the economy slowly improving we are confident that this will eventually filter down to the wallets and purses of consumers but we do not believe that is happening yet. This improvement is mainly due to increased family leisure spending during the half-term holidays and households feeling slightly less strapped for cash after their Christmas spending spree when spending peaked at £249.”
Thorough overview
Commenting on the prospect for the new report, Steve said: “We are confident the Greene King Leisure Tracker will be used by the trade, by the media and by the City as the place to find a timely and thorough overview of Britain’s leisure behaviours.”
The Greene King Leisure Tracker is part of an omnibus questionnaire run on behalf of Greene King by research partner YouGov and analysed in conjunction with Trajectory Partnership.
The initial report, and all subsequent reports, can be accessed via a dedicated website here