Festivals are a key social and entertainment activity in the UK. This year were planning to attend at least one festival, nearly a third (29%) of whom intended to increase their attendance compared to 2023, while over half would maintain their 2023 level of visitation.
In terms of year-on-year visitation frequency and trends, festival-goers attended an average of three festivals in 2023; a trend that continued this year. Two thirds (66%) expressed a desire to explore festivals outside of the UK in the future, indicating growing interest in both domestic and international events.
Additionally, more than half (56%) of festival-goers planned to visit a mix of new and previously attended festivals, with 10% focusing exclusively on new festivals.
CGA by NIQ’s Festival Report demonstrates that attending festivals is firmly established as a spending priority for these consumers, ranking higher in popularity than other activities such as holidays abroad.
Correspondingly, festival-goers ranked their favourite activities as:
- Festivals
- Holidays
- Gigs/Raves
- Holidays in the UK
The opportunity for drinks brands and suppliers is also evident, with 60% of consumers stating they have tried new drinks at festivals, and over half noting they know which drink category they’ll choose but don’t have a specific brand in mind. This openness shows consumers are more willing to try new brands at festivals, creating a prime opportunity to showcase products to eager consumers who may continue enjoying these drinks in On Premise settings after the festival.
What are the key factors for meeting and exceeding attendee’s expectations in this in-demand and highly lucrative marketplace?
When asked why they choose to attend festivals, a massive 84% of consumers cited their love of music as a primary reason, with over three quarters influenced by a good atmosphere and almost as many enticed by the opportunity to see specific artists, bands, or DJs. These findings underscore the importance of exceptional music lineups and a vibrant, welcoming environment.
In addition, festival-goers also indicated elements they expect to see at future events, with over half expressing interest in unique music experiences, half interested in free trials and samples from food and drinks brands, and a third eager for exclusive entertainment experiences.
It’s clear there’s an overwhelming opportunity for festival organisers and brands to differentiate their offerings by delivering immersive, memorable experiences extending beyond standard, over-priced and/or under-rated fayre. By understanding the motivations and expectations of festival-goers, industry stakeholders are better equipped to strategically align their offerings, in turn nurturing higher attendance, loyalty and advocacy.
Lou Finn CGA by NIQ consumer research executive said: “Festival attendance continues to be a significant trend in the UK, with a growing emphasis on creating exciting, resonant experiences.
Now is a pivotal time to begin planning for the 2025 festival season. The Festival Report will provide key insights, equipping drinks brands, suppliers, and festival operators with the tools to adapt their strategies effectively, positioning them for substantial growth in 2025 and beyond.”
Lou Finn CGA by NIQ consumer research executive said: “Festival attendance continues to be a significant trend in the UK, with a growing emphasis on creating exciting, resonant experiences.
The CGA by NIQ 2024 Festivals Report reveals key insights into festival goers’ behaviour, attitudes, spending patterns, and trends for 2024, as well as looking forward to future festival visitation in 2025. Get in touch with to discover how to create the ideal festival experience, boost activations, and stay competitive in a challenging market, or download more information here.
