STATE OF THE INDUSTRM REPORT - Outdoor Industry Association

www.outdoorindustry.org
“the three year trend in outdoor specialty and outdoor chain sales shows equipment
purchases down nearly 11% and apparel up more than 35%.”
— outdoor industry association
the question of growth
While hiking, biking, camping, fishing and paddling log the highest participation
numbers and comprise the Industry’s essential foundation, the greatest growth
in participation since 1998 is happening in specific areas. Canoeing (up 16
percent), snowshoeing (up 50 percent) and trail running (up 20 percent) are all
low commitment, done before dinner activities. On average, Boomers regularly
participate in more than two outdoor activities, Millennials more than three. But those
figures represent only a fraction of their activity mix. The Outdoor Industry—and
other industries—are reckoning with the growth of activities beyond the scope of
the traditional: skateboarding is up 48 percent since 1999 according to the National
Sporting Goods Association, while traditional sports like baseball, basketball and
football have all seen declines. But why?
A 2004 study conducted by the research firm Harris Interactive on behalf of
Outdoor Industry Foundation gathered demographic information on more than
2000 active outdoor people, probing behavior by asking respondents why they
pursued the sports they did, what barriers kept them from participating, and
where and how much equipment they bought. The answers are relatively clear:
time and money influence the ways consumers approach recreation.
The mix of popular (or frequently participated in) outdoor activities is changing to
reflect a more “holistic” consumer—one who integrates activity into a broader
lifestyle picture and who prizes social connection to fellow recreationalists more
than the sports themselves. Boomers and Millennials, despite their disparate
ages and interests, have this in common. For a passion-fed industry that has for
years been staffed and run by its core participants, looking beyond traditional
boundaries is a daunting task. But never has that well-traveled phrase “with
change comes opportunity” been more appropriate. “All this stuff fits under the
big outdoor umbrella,” says Parmelee. “For years the Industry has defined itself
too narrowly. Why can’t you go to Ireland and hike and bike and also play some
golf?” The answer: you can. And Boomers will. Likewise, Millennials will work
on their kick-flips on the days they aren’t bouldering. As the Industry moves to
meet the demands of its new and varied active outdoor participant base, it’s
going to change. “And the most important thing is, that’s O.K.,” says Parmelee.
“Who’s only got one pair of shoes in their closet?”
Big tents on the rise
Echoing a trend seen across the Industry, tent sales
reinforce the notion that the average outdoor consumer
is spending less time in the backcountry and more time
car camping, family camping and getting outdoors in
a less hardcore way. Sales figures show that recreation
tents—defined as heavy car-camping type tents,
usually weighing in excess of 10 pounds—are up
117% over the past three years. Meanwhile, sales of
three season tents, high-tech lightweight models built
for backcountry use, have declined nearly 14% in the
same time period.
3 Season Tents
Recreation Tents
Source OIA Topline Retail Sales Report, rolling year August-July