Greene King has launched a monthly “Leisure Tracker” report, which aims to provide “thought leadership and insights” into consumer discretionary spending.
The Leisure Tracker focuses on spending patterns across leisure sectors such as eating out, drinking out, gambling, cinema-going, health & fitness and live events, with results based on an online, nationally representative sample of 2,000 adults.
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.”
Jebson told M&C Report that Greene King had initiated the project – with research partners YouGov and Trajectory – to better understand and get closer to its customers. “There’s not currently enough insight in the market as to how people spend their leisure time. In any given month, customers have a set amount of money to spend on leisure – not just eating and drinking, but other activities and events.”
He added: “This research provides real information on real customers, and will allow us to demonstrate thought leadership for the wider leisure market.”
Paul Flatters, chief executive of Trajectory, said: “This kind of category leadership shows a true understanding of the importance of consumer behaviour on spending, which not only benefits the leisure trade, but also those involved in reporting it. 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 first Leisure Tracker report highlighted a 6% growth in household leisure spending from £191 in January to £203.40 in February, driven up by the impact of the half-term holiday and the gradual recovery of the consumer finances after the festive period. It also showed that £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.
Household spending on leisure activities peaked in December at £249.
For more information visit www.gkleisuretracker.co.uk