Growing appetite for ‘bite sized’ adventures
09/10/2008
A major research project has been published that highlights the changing habits of outdoor consumers. The report, Shaping the Future, was commissioned by the Outdoor Industries Association (OIA) of the United Kingdom, and tested the views of more than 10,000 individuals across the country. The results demonstrate that more people than ever are going outdoors, but that they are increasingly choosing to participate in multiple activities during one day.
The research asked questions on a range of topics relating to the outdoor sector. The results highlight some important trends in the UK. Although walking remains by far the most popular outdoor activity (91% participate regularly), large numbers of consumers are also regularly road cycling (29%), mountain biking (22%), mountaineering (15%), off road running (13%), skiing/snowboarding (14%) and climbing (13%). Meanwhile, family camping trips are becoming more popular than ever, a trend partly driven by the economic downturn. The report also identifies changing attitudes to environmentally friendly outdoor products, with the majority of respondents stating that they are willing to pay more for ‘green’ kit.
On announcing the results, Frank Bennett, chairman of the OIA, commented: “Shaping the Future describes an industry in good shape as we approach a new decade, and one that is so far coping well in a difficult economic climate. Everything points to increased participation in outdoor activities, but in a fractured manner. More people are venturing into the outdoors on a regular basis and they are trying their hands at many different activities over one day or weekend.
“The outdoors sector has a good record of adapting to changing circumstances and must continue to do so to meet the needs of consumers who have a growing appetite for ‘bite sized’ outdoor adventures. This demand for shorter, more immediate ‘thrills’ is a reflection of changes in society as a whole, and is already being catered for in the product ranges of many Outdoor Industries Association members. A key message from this report is that the pace of this change in consumer habits is accelerating.”
The research behind Shaping the Future asked several questions about the environment and environmentally friendly outdoor products, and 67% of those surveyed stated that they always try to buy environmentally friendly products, although 78% believe them to usually be more expensive. Three-quarters of respondents would like to see outdoor companies offer a greater number of environmentally friendly products and 51% claimed that they are willing to pay more for these.
Frank Bennett added: “This research highlights a real shift in attitudes to environmentally friendly products. There is now a wide acceptance of the ‘on the hill’ performance credentials of green products. In addition, consumers are demanding eco-friendly properties when making product purchase decisions, expecting them to be core features in the items that they choose and placing a premium value on them. In truth, the difference in price between standard and environmentally friendly products is in general reducing, but this research provides an important insight into the attitudes and potential buying habits of outdoor consumers.”
The full report and data will be provided free of charge to OIA members and key facts and figures will be posted on www.outdoorindustriesassociation.co.uk.
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