Outdoor industry survey: Rising prices lead to positive outlook for 2016
26/01/2016
Around 85% of companies said sales were up, 8% reported they had fallen and the remainder said they were flat.
The results are from the European Outdoor Group (EOG)’s annual survey of its members and the industry.
Members highlighted that the overall value of goods sold is increasing, with consumers being willing to pay a premium for innovation, while there has also been a rise in year-round products and fashion-oriented styles.
The growth of outdoor footwear, especially multi-functional styles, has also been strong.
In a retail market survey of 11 major retailers and buying groups, 45% of stated unit sales are higher than at the same time last year and 36% reported a decrease. Retailers reported a challenging start to the winter, due to the wider business climate and the slow arrival of conditions conducive to selling seasonal products. In addition, unfavourable exchange rates have reduced profitability for many outdoor businesses and have put pressure on price increases.
Mark Held, EOG general secretary, said: “Our industry continues to operate in a rapidly changing business and consumer environment. In the context of some very big challenges and accepting that there hasn’t been growth across the board, these early indications are signs of the underlying strength of the outdoor sector.
“Looking at the big picture, it is clear that outdoor businesses must adapt to attract the next generation of consumers. Finding ways to inspire more people to get outdoors and participate is vital to the long term health of our industry. The good news is that consumers do value innovation and that is something that this sector has a great track record of delivering. Businesses need to keep doing that, while finding ways to engage effectively with those people who will become the next generation of outdoor enthusiasts.”
Image: Courtesy of The North Face
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