From the thrill of axe throwing to the more traditional activities of darts or table football, sober curious Gen Zs (aged 26 and under) are choosing competitive socialising* over pub visits, according to new research from market intelligence agency Mintel.
Mintel’s latest research shows that almost two thirds (64%) of Gen Zs have played a social entertainment game in the last month, compared to three in five (60%) who have been to the pub for a drink.
Overall, participation in competitive socialising activities has increased by 13 percentage points between 2019 and 2023. Around seven in ten (71%) consumers now say they have taken part in a competitive socialising activity, compared to 58% in 2019. Young consumers lead the way, with as many as 93% of Gen Zs having taken part in competitive socialising, compared to just 60% of Baby Boomers (aged 59-77).
Traditional activities are set to remain firm favourites, as over the next year, half (51%) of consumers say they are interested in taking part in bowling, and a further 41% say they are interested in playing crazy golf. However, there is substantial interest for newer, more innovative options such as axe throwing (19%), racing car simulators (22%) and social cricket (10%) as well.
Jennie Bryans, Travel & Leisure Research Analyst, Mintel Reports UK, said:
“As more Gen Zs come of age, their preference for sober-curious living is altering how consumers socialise. This is driving demand for new and varied activities that provide a sense of adrenaline, but don’t necessarily involve consuming alcohol. However, the ONS predicts that by 2026, some 40% of the UK’s population will be over-55s, signaling that operators have two key demographics to consider. On the one hand, operators need to focus on attracting a younger crowd of Gen Zs during peak evening and weekend periods, whilst on the other hand, brands should also tailor activities towards older consumers’ interests during off-peak hours, when retired consumers are free to participate.”
“The cost of living crisis continues to impact many in society, and as such, 37% of consumers say they anticipate reducing spend on socialising and entertainment due to price rises. It is therefore essential for brands to promote affordable options during the current cost-of-living crisis. Operators should look at offering annual passes or loyalty schemes to encourage repeat visits from customers during this period.”
“At the other end of the scale, ‘gastro-gaming’ has the potential to perform well within the premium sector; brands can attract a new range of clientele who are interested in watching but not taking part in activities, whilst also enjoying a high-quality meal.”
*Leisure/social activities taken part in outside of the home, activities include darts, pool, football, tenpin bowling, crazy golf, table-tennis/ping pong, team-based physical/mental challenge, go-carting, shuffle board or curling.
