Consumers love the outdoors
19/02/2010
The European Outdoor Group has released the results of research it carried out last year looking at attitudes to outdoor activities among consumers in Germany and Switzerland.
During the study, a market research firm asked consumers in both countries about participation in outdoor activity, the amount of money they spend on outdoor clothing and equipment, brand choice and loyalty, and sustainability and the environment.
In Germany, the study revealed a strong association between outdoor pursuits and health and fitness. An increased focus on wellbeing has made outdoor recreation more important. In all, 94% of those surveyed said the outdoor environment allows them to escape the everyday pressures of life, while 96% said they enjoy “being at one with nature”.
The frequency of activity among those surveyed was high, with 39% saying they participate a minimum of four times a month. A further 28% said they take part in outdoor activities two or three times a month.
Many of the findings for Switzerland were in line with those for Germany, with 91% of people surveyed agreeing that the outdoors allows them to escape everyday pressures and 98% stating that they enjoy feeling close to nature.
Commitment to participation was higher in Switzerland with 52% of people asked saying they participate in outdoor sports more than four times a month and a further 26% saying they do so two or three times a month.
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