Table of Contents
Executive Summary
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- Video summary
- Market overview
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- Figure 1: Outdoor participation of Americans aged 6+– Number of participants, 2008-17
- Top takeaways
- Key consumer trends
- Dedicated participants define activities
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- Figure 2: Frequency of outdoor activity participation, by share of participants, September 2019
- Tapping into social circles for information
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- Figure 3: Resources used to stay informed about the outdoors, September 2019
- Linking outdoor identity to activism
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- Figure 4: What an outdoor brand needs to do, September 2019
- Difficult to completely disconnect from the world
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- Figure 5: The role of phones outdoors, September 2019
- What it means
The Market – What You Need to Know
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- Stable growth in outdoor participation
- Staying active can be an uphill climb
- Maintaining the environment
The Outdoor Activity Market
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- Outdoor participation rising with population
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- Figure 6: Outdoor participation of Americans aged 6+ – Number of participants, 2008-17
- Average outdoor participants go outdoors about once a week
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- Figure 7: Number of outdoor outings per person in the past year, 2017
- Little diversity in types of activities
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- Figure 8: Number of outdoor activities in past year, September 2019
- Other retailers taking share from sporting goods stores for outdoor market
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- Figure 9: Total US revenues and forecast of sporting goods stores, at current prices, 2014-24
Market Perspective
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- Making the most out of the outdoors on vacation
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- Figure 10: Outdoor vacation activities, January 2018
- Out-of-home leisure dominated by casual activities
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- Figure 11: Preference of out-of-home leisure activities, August 2019
- Families spend most of their time outdoors with kids
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- Figure 12: Family activities, June 2019
- Growth of fitness centers points to an active population
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- Figure 13: Fitness facility membership status and interest, November 2018
Market Factors
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- Consumers expect a lot out of environmentally conscious brands
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- Figure 14: Attitudes toward companies and the environment, April 2018-June 2019
- Most consumers are working to get healthier
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- Figure 15: Health goals, August 2019
- What states are doing to protect US land
- Renewing legislation to keep public lands public
- Encouraging outdoor recreation within borders
Key Trends – What You Need to Know
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- Preserving the adventure
- Taking the extreme too far
- Finding new ways to engage outdoor enthusiasts
What’s Working
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- Running has made big strides in the last decade
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- Figure 16: Fastest growing outdoor activities, by growth, 2007 vs 2017
- Outdoor brands seek deeper connections outside of products
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- Figure 17: @thenorthface “Global Climate March” Instagram post, September 2019
- Using influencers to extend a brand
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- Figure 18: @renner4real “Amazon store” Instagram post, August 2019
What’s Struggling
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- Skateboarding, extreme water activities losing participants
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- Figure 19: Slowest growing outdoor activities, by growth, 2007 vs 2017
- Overcrowding at tourist sites causes turmoil
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- Figure 20: @hdfaorg “Everest Traffic Jam” Instagram post, May 2019
- Unpredictable seasons make for difficult planning
- Outdoor brands stepping away from firearms
What to Watch
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- Using history to create relevance for outdoor locations
- Betting on reliability
- Using technology to keep people away from technology
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- Figure 21: @hipcamp “Sandiwood Farm” Instagram post, October 2019
- Teaching executives about social responsibility
- Building communities through experiences
- Tech advancements focus on safety and convenience
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- Figure 22: @hovdingofficial “Bike helmet” Instagram post, October 2019
The Consumer – What You Need to Know
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- Frequent outdoor participation is common
- One quarter of outdoor enthusiasts go outdoors all year
- The outdoors is best shared with others
- Seeking information from personal connections
- Finding the activists
- Maintaining some connection to the real world
- Preparation and reliability important in outdoor gear purchases
- Linking activities to identity
Frequency of Outdoor Activity Participation
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- Breathing in the same amount of fresh air as last year
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- Figure 23: Outdoor participation compared to previous year, September 2019
- Younger enthusiasts find more time for the outdoors
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- Figure 24: Outdoor participation compared to previous year, by age, September 2019
- Easily accessible activities tend to be the most popular
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- Figure 25: Participation in active outdoor activities, September 2019
- More than half of outdoor enthusiasts go outside multiple times a month
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- Figure 26: Outdoor participation segments, September 2019
- Outdoor activities a monthly occasion for many participants
- Most popular activities have active participants
- Dedicated audiences in less popular activities
- Key differences between RV and tent camping frequency
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- Figure 27: Frequency of outdoor activity participation, by share of participants, September 2019
Seasonality and Outdoor Activities
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- One quarter of enthusiasts go outside all year
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- Figure 28: Seasons of outdoor activities, September 2019
- Older adults have more time for year-round outdoor activities
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- Figure 29: Seasons of outdoor activities, by age, September 2019
- Cost a barrier to consistent participation
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- Figure 30: Year-round outdoor participation, by household income, September 2019
- Skiers go outdoors all year, water sports difficult to do in winter
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- Figure 31: Year-round outdoor participation, by type of activity, September 2019
Outdoor Companions
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- Outdoor time is best spent with others away from the world
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- Figure 32: Attitudes toward outdoor companions, September 2019
- Families carry a lot of influence in outdoor activities
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- Figure 33: Outdoor companions, September 2019
- In their words
- Biking and running are solo ventures
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- Figure 34: Solo outings – Select items, by type of activity, September 2019
- More adventurous activities open opportunities with broader social circles
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- Figure 35: Type of activity, by companions – Family and friends, September 2019
Staying Informed about the Outdoors
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- Social circles keep enthusiasts informed
- Family and friends make the biggest impact
- Social media influencers more important than brands
- More traditional media losing influence
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- Figure 36: Resources used to stay informed about the outdoors, September 2019
- Social media, in-person events impact young enthusiasts
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- Figure 37: @carolinegleich “Van Life” Instagram post, October 2019
- Figure 38: Resources used to stay informed about the outdoors – Select items, by age, September 2019
- Looking to media for specific needs
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- Figure 39: Resources used to stay informed about the outdoors – Select items, by type of activity, September 2019
What an Outdoor Brand Needs to Do
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- Outdoor enthusiasts defend what they love
- A rise in activism
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- Figure 40: Attitudes toward outdoor activism, September 2019
- Hunting: a notable anomaly
- Everyday contributions matter more than grand gestures
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- Figure 41: CSR for outdoor brands, September 2019
- Most outdoor enthusiasts expect only a few actions to be taken
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- Figure 42: Number of CSR initiatives for outdoor brands, September 2019
- Community support resonates with large families
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- Figure 43: The importance of supporting communities, by number of children under the age of 18 in the household, September 2019
Staying Connected Outdoors
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- What it means to disconnect
- Phones are good for photos, not social media
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- Figure 44: The role of phones outdoors, September 2019
- Women bring the mobile experience outdoors
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- Figure 45: The role of phones outdoors, September 2019
Outdoor Gear Purchase Behaviors
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- Enthusiasts plan ahead for long seasons
- Reliability beats cost in outdoor products
- Any season is buying season
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- Figure 46: Attitudes toward outdoor gear, September 2019
- New and replacement equipment equally important
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- Figure 47: Gear purchasing behaviors, September 2019
- Some activities need new gear more than others
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- Figure 48: Gear purchasing behaviors, by type of activity, September 2019
Attitudes toward the Outdoors
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- Most enthusiasts define themselves by the outdoors
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- Figure 49: Attitudes toward outdoor identity, September 2019
- New can be better for outdoor enthusiasts
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- Figure 50: Attitudes toward active outdoor activities, September 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 51: Participation in outdoor activities, by share of population, 2007 and 2017
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Appendix – The Consumer
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- Figure 52: Attitudes toward the environment, April 2018-June 2019
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