Following the launch of the Greene King Leisure Spend Tracker in March, the latest report gives insight into GB consumer discretionary spending over the month of March. Average household spending in March was broadly flat, compared to February 2014. However, February was a particularly strong comparator due to Valentine’s Day and half term.
This month’s findings highlight further increased spend on Eating Out of Home as we move through 2014 and as the economy enters the recovery mode.
Key highlights
- In March, the average British household spent £200 on out of home leisure activities (c.£5.1bn total spend by GB households)
- March spending was £4, or 2%, less than February but £9 more than January
- March saw British households further increase spend on Eating Out (up 2% from February with February 11% up on January)
- Conversely, households reduced spend on Drinking Out and Other Leisure activities (falling 6% and 3% respectively against February)
Consumers are watching spend carefully
Greene King’s commercial director, Steve Jebson, said: “As the recovery takes hold, consumers continue to watch their pennies very closely, but overall the underlying strength of the market is improving. We anticipate that GB households will continue to spend more on leisure activities as we move towards the summer, with an Easter peak in April.”
People across Britain have spent an additional £230 million since January on Eating Out. In the month of March, there was a marginal increase of 2% to £75 from £73, however, spend on Other Leisure activities fell 3% versus February. Steve added: “Warmer and drier conditions would have contributed to the slight reduction on Other Leisure activities as Brits enjoyed more free leisure activities, particularly spending time outdoors.”
March’s report can be accessed via a dedicated website, www.gkleisuretracker.co.uk or via the Greene King website, www.greeneking.co.uk.
About Greene King Leisure Spend Tracker
- The Greene King Leisure Spend 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 Greene King Leisure Spend 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.