Gen Zs prefer entertainment games over pub visits, Mintel finds
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
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New research from Mintel has found that people in Generation Z prefer competitive social entertainment games like axe throwing or table football over pub visits.
The latest research shows that almost two thirds (64%) of Gen Zs have played a social entertainment game in the last month, compared with three in five (60%) who have been to the pub for a drink.
Overall, participation in competitive socialising activities has increased by 13% between 2019 and 2023.
Around seven in 10 (71%) consumers now say they have taken part in a competitive socialising activity, compared with 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 and 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, signalling 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.”
She added: “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.”
