Trajectory partners with Greene King on first of its kind report to measure consumer leisure spend

31st Mar, 2014

The first release from the Greene King Leisure Tracker was launched today. The GK Leisure Tracker is the first of its kind in Britain and aims to provide greater insights into consumer discretionary spending. Data has been gathered since August 2013 in partnership with YouGov – with additional analysis provided by the Trajectory Partnership.

Paul Flatters, Chief Executive of consumer insight and futures consultancy, Trajectory, said: “It is great to see Greene King spearhead the leisure industry by creating the Greene King Leisure Tracker. 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 on it.”

The initial report highlights a 6% increase in monthly GB household leisure spending from January to February, driven by the impact of the half-term holiday and the gradual recovery of consumer finances after the festive period. £11 of the £12 increase came from eating out and drinking out, which account 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, any by households with kids.

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 consumers direct their leisure spending. 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.

For further details and a free copy of the March 2014 Greene King Leisure Tracker please visit: