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Outdoor Enthusiasts - US - March 2017

Published By :

Mintel

Published Date : Mar 2017

Category :

Lifestyle

No. of Pages : N/A

More than three quarters of adults have participated in an outdoor activity in the last year and nearly nine in 10 claim to be at least somewhat enthusiastic about the outdoors. Although leisure outdoor participation is more prevalent, adults involved in physically active outdoor pursuits tend to be more engaged in all things related to outdoor recreation. While most outdoor enthusiasts cannot completely disconnect from technology, environmental consciousness and the dedication of active outdoor participants should maintain strong interest in outdoor activities

Table of Content

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
The issues
Children spending too much time inside
Figure 1: Kids’ tablet usage, 2014-16
Adults like to lounge
Figure 2: Outdoor activity participation, November 2016
Frequent purchases uncommon
Figure 3: Purchase habits, by number and type of activities, November 2016
Relatively few are willing to travel
Figure 4: Participation habits, November 2016
The opportunities
Strong enthusiasm for outdoors
Figure 5: Outdoor enthusiasm, November 2016
Active outdoor enthusiasts more engaged
Figure 6: Participation habits, by outdoor participation, by leisure and active nets, November 2016
Young adults more active outdoors
Figure 7: Outdoor activity participation – Leisure and active nets, by generation, November 2016
Almost half of outdoor enthusiasts influenced by friends/family
Figure 8: Engagement with the outdoors, November 2016
What it means

THE MARKET – WHAT YOU NEED TO KNOW
More people heading outdoors
Everyday use for fitness fashion
Outdoors and new experiences important to young adults
Standing up for the environment

MARKET SIZE
Outdoor participation growing slowly in last decade
Figure 9: Outdoor participation – Number of participants, 2006-15

MARKET PERSPECTIVE
Activewear thriving in soft apparel market
Millennial travelers seeking new experiences
Larger families playing outside

MARKET FACTORS
People care about the outdoors
Figure 10: Attitudes toward environmental responsibility, 2012-16
Sizable Millennial generation aging into key spending years
Figure 11: Population by age, 2012-22
Outdoor recreation now part of GDP
National park attendance increasing
Figure 12: Visitation to national park sites, 2006-15

KEY PLAYERS – WHAT YOU NEED TO KNOW
Large retailers carry more influence, products
Being an outdoor enthusiast means many things
Competition for tech and events result in over saturation
Gathering new material for outdoor apparel
Take the outdoors to the digital space

OUTDOOR RETAILERS AND BRANDS
Mass merchandisers
Amazon
General outdoor and sporting goods retailers
Dick’s Sporting Goods
REI
Outdoor specialty retailers
Bass Pro Shops
Cabela’s
Outdoor apparel brands
Patagonia
The North Face
Columbia
Figure 13: Columbia Sportswear, “Directors of Toughness | The Final Trip,” May 2016

WHAT’S WORKING?
Appealing to all types of outdoorsmen
Practice what you preach
Patagonia gives back on Black Friday
#OptOutside
Figure 14: REI, “#OptOutside: Will You Go Out With Me?” October 2016
Fostering community
Hunting gear
Dating outdoors
Camping “hacks” for newcomers

WHAT’S STRUGGLING?
GoPro going slow
Races getting dragged through the mud
Motivating children to go outside can be a challenge
Figure 15: Kids’ tablet usage, 2014-16

WHAT’S NEXT?
Tech-inspired outdoor apparel
Exploring the outdoors virtually
Figure 16: Moosejaw Virtual Reality Experience-Bridging Moab, May 2016

THE CONSUMER – WHAT YOU NEED TO KNOW
Outdoor leisure activities more popular than active
83% at least somewhat enthusiastic about the outdoors
Mass merchandisers, Amazon, retailers with variety dominate
Offline sources of information trusted, online also well utilized
Disconnecting from technology is difficult even in the great outdoors
Relatively few willing to travel far distances to participate
Frequent gear purchases uncommon

OUTDOOR ACTIVITY PARTICIPATION
Leisure trumps active outdoor activities
Figure 17: Outdoor activity participation – Leisure and active, November 2016
Younger men, parents tend to be active outdoor participants
Figure 18: Outdoor activity participation – Leisure and active nets, by key demographics, November 2016
People of all ages wish they were camping
Figure 19: Aspirational outdoor activity participation – Select items, by age, 2015
Men outbound, women homebound
Figure 20: Outdoor activity participation – Select items, by gender, November 2016
Younger adults more active outdoors
Figure 21: Outdoor activity participation – Leisure and active nets, by generation, November 2016
Older adults simplify the outdoors
Figure 22: Leisure outdoor activity participation – Select items, by generation, November 2016
Parents take their kids outside
Figure 23: Outdoor activity participation – Leisure and active nets, by parental status, November 2016
Outdoor activities more pervasive in the West and Mountain regions
Figure 24: Active outdoor activity participation, by region, November 2016
Figure 25: Leisure outdoor activity participation, by region, November 2016
Black adults least likely to participate in outdoor activities
Figure 26: Outdoor activity participation – Leisure and active nets, by race, November 2016

ENTHUSIASM FOR OUTDOORS
Vast majority are enthusiastic for the outdoors
Figure 27: Outdoor enthusiasm, November 2016
Active outdoor participants more enthusiastic than leisure participants
Figure 28: Outdoor enthusiasm, by leisure and active nets, November 2016
Passion for outdoors most prominent among fathers
Figure 29: Outdoor enthusiasm – Very enthusiastic, by gender and parental status, November 2016
Hispanics consider themselves very enthusiastic for the outdoors
Figure 30: Outdoor enthusiasm, by Hispanic origin, November 2016

WHERE OUTDOOR ENTHUSIASTS SHOP FOR GEAR
Mass merchandisers offer one-stop shopping
Figure 31: Where outdoor gear and accessories are purchased, November 2016
In-store purchases drive sales
Figure 32: Where outdoor gear and accessories are purchased, in-store versus online, November 2016
Millennials often twice as likely as the average to buy mobile
Figure 33: Where outdoor gear and accessories are purchased – Online, by generation, November 2016
Mid- to high-income households go broad with their purchasing
Figure 34: Where outdoor gear and accessories are purchased, by household income, November 2016
Active outdoor enthusiasts also spread out their purchases
Figure 35: Where outdoor gear and accessories are purchased – Any shopping, by leisure and active nets, November 2016

HOW OUTDOOR ENTHUSIASTS STAY INFORMED
Outdoor enthusiasts seek offline information
Trusting friends and family
One third look to TV
Online resources numerous, decentralizes resource destination
Figure 36: How outdoor enthusiasts stay informed, November 2016
Men look outward, women keep sources close
Figure 37: How outdoor enthusiasts stay informed – Select items, by gender, November 2016
Younger generations engage online
Figure 38: How outdoor enthusiasts stay informed – Select items, by generation, November 2016
Parents most likely to engage across platforms
Figure 39: How outdoor enthusiasts stay informed – Select items, by parental status, November 2016
Three quarters of active participants get informed offline
Figure 40: How outdoor enthusiasts stay informed – Select items, by leisure and active nets, November 2016

THE INFLUENCE OF TECHNOLOGY OUTDOORS
Outdoor enthusiasts cannot completely disconnect
Figure 41: Attitudes toward technology outdoors, November 2016
More men use tech to enhance experience
Figure 42: Attitudes toward technology outdoors, by gender, November 2016
Younger generations embrace technology outdoors
Figure 43: Attitudes toward technology outdoors, by generation, November 2016
Parents more likely to use tech while outdoors
Figure 44: Attitudes toward technology outdoors, by parental status, November 2016
Use of technology more likely among active participants
Figure 45: Attitudes toward technology outdoors, by leisure and active nets, November 2016

PARTICIPATION HABITS
Four in 10 prefer relaxing activities outdoors to extreme adventure
Figure 46: Preference for relaxing outdoor activities, by number of active and leisure activities, November 2016
Long-distance travel uncommon
Figure 47: Participation habits, November 2016
Gearing up with the latest and greatest not a priority for most
Figure 48: Purchase habits, by number and type of leisure and active outdoor activities, November 2016
Men more invested in the outdoors
Figure 49: Participation and purchase habits, by gender, November 2016
Generations approach outdoor activities differently
Older adults most likely to lounge
Being active and having new experiences more important for younger generations
Figure 50: Participation and purchase habits, by generation, November 2016
Parents seek adventure outdoors
Figure 51: Participation and purchase habits, by parental status, November 2016
Active enthusiasts willing to go to greater lengths
Figure 52: Participation habits, by leisure and active nets, November 2016

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms

APPENDIX – MARKET
Figure 53: Outdoor activity participation, by number of participants and share of population, 2015

APPENDIX – CONSUMER
Figure 54: Outdoor activity participation – Teens, April 2015-June 2016
Figure 55: Outdoor channel viewership – Viewed in last 7 days, July 2015-August 2016

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