Breaking Down the Outdoor Market in 2024

The outdoor industry has made a strong comeback in the post-pandemic era: by 2021, the sector had surpassed €6 billion in sales, with 240 million outdoor items sold worldwide. In Europe, France stands out as a key consumption hub, where the outdoor market is growing faster than in neighboring countries, with a 23% surge in wholesale sales. A renewed interest in outdoor activities, rising environmental concerns, a growing number of market players, and omnichannel sales strategies… Here’s a closer look at the outdoor market and its trends for 2024.

1. The Outdoor Market: A Booming Trend

A Dynamic Sector with a Broad Range of Products and Services

The outdoor market is ever-evolving, offering a wide range of products and activities tailored to outdoor sports and leisure enthusiasts. The equipment and accessories segment is particularly noteworthy, featuring technical apparel (designed for extreme weather protection, thermal regulation, breathability, etc.) and footwear—essential for outdoor activities. There are specialized models for hiking, trekking, and mountain biking. Additionally, camping and hiking gear (such as tents, sleeping bags, stoves, and more) remains highly sought-after, ensuring comfort and safety during outdoor adventures.

The clothing and footwear segments are the largest and show significant growth. According to the European Outdoor Group, the textile segment alone generated €3.1 billion in sales, marking a 20% increase between 2020 and 2021.

Beyond equipment and accessories, outdoor sports activities occupy a central place in this market. Hiking, the backbone of the sector, attracts a growing number of enthusiasts each year, all in search of escape and connection with nature. Trekking offers more challenging experiences, allowing adventurers to explore remote areas on long-distance routes. Mountain biking is also flourishing, with specialized gear adapted for off-road cycling. Finally, cycling in all its forms—whether bike touring, road cycling, or mountain biking—remains a favorite activity among outdoor lovers.

Why Outdoor Activities Are Gaining Popularity

Interest in outdoor activities has surged in recent years, largely driven by the post-lockdown shift, which prompted consumers to blur the lines between indoor and outdoor spaces. This new mindset has fueled a sharp rise in outdoor sports participation.

According to an Ipsos survey for Outdoor Sports Valley, 86% of athletes emphasize the health and wellness benefits of outdoor activities. The physical and mental advantages of exercising outdoors are increasingly recognized, motivating many individuals to step outside and enjoy nature. Moreover, 69% of respondents cited the need for escape and recharging in natural environments as a key reason for participating in outdoor activities.

Innovation from equipment manufacturers is driving this growing interest in outdoor activities. These companies are consistently developing new technologies and materials to boost the performance, durability, and comfort of their products. With the rise of sports tourism, the market is adapting to a growing number of people who travel specifically to engage in outdoor sports like hiking, mountain biking, surfing, or climbing. This trend is reinforced by major sporting events such as the 2024 Paris Olympics, which are sparking increased interest. The Olympics have the potential to inspire many to take up sports and could positively impact sports licensing in France.

2. Challenges and Opportunities in the Outdoor Market

Evolving Consumer Expectations

Eco-Responsibility
Consumers are increasingly aware of the environmental impact of their purchases and are seeking responsibly produced products. Brands that incorporate sustainable practices into their supply chains—such as using recycled materials, reducing waste, and ensuring ethical production—have a real opportunity to stand out and capture the attention of eco-conscious customers. According to a Deloitte and OutDoor by ISPO study, 87% of European buyers consider eco-responsibility when making purchases, and 57% are even willing to pay more for responsibly produced products.

The Experience
Whether it’s the shopping journey or the outdoor activity itself, consumers are primarily looking for unique and authentic experiences. Brands have every reason to offer products and services that create memorable adventures and foster a connection with nature. This could include adventure travel, sporting events, or partnerships with inspiring athletes or influencers.

Consumption Trends
Consumers are increasingly exploring alternatives to traditional buying, such as renting equipment, purchasing second-hand, or opting for repair and recycling services. Brands can seize this opportunity by transforming their business models, offering rental services, promoting second-hand commerce, or providing services centered on the circular economy.

Technology
Advancements in technology are opening up new opportunities for outdoor brands. For example, mobile apps can offer information on hiking trails, weather updates, or training tips. Wearable devices, such as smartwatches or activity trackers, allow consumers to monitor their performance and health during outdoor activities. Brands can also use virtual or augmented reality to provide immersive experiences for their customers.

The Plurality of Profiles
Outdoor consumers are becoming more diverse, with varying profiles and needs. Brands must offer products and services tailored to this diversity—whether catering to casual enthusiasts, professional athletes, or extreme sports lovers. This calls for a deep understanding of consumer preferences and the ability to provide a broad product range.

Increased Competition in the Sector

Rising competition in the outdoor market brings new challenges for brands. With more players entering the field, brands face more volatile demand and increasingly complex stock management. They need to meet customer needs swiftly while avoiding overstock or shortages. This calls for precise inventory control and highly efficient warehouse management.

The outdoor market is also seeing increasing consolidation, with brands acquiring or merging with other companies to strengthen their position. Additionally, some are expanding into sportswear to tap into the outdoor market. This heightened competition forces brands to differentiate themselves and craft effective marketing strategies to attract and retain customers:

• Specializing in a niche market (technical expertise in a specific sport, focus on sportswear, outdoor equipment, or sporting events)
• Partnering with athletes or influencers
• Building a strong brand image and launching impactful advertising campaigns

Brands must also tackle the challenge of product innovation, offering durable and eco-friendly solutions. As the circular economy gains traction among consumers (favoring recycled materials and durability), brands need to invest in research and development to deliver innovative products that align with these expectations.

3. Trends to Watch in the Outdoor Market

The Rise of Glamping

Glamping, a blend of glamour and camping, is rapidly gaining popularity. Consumers are seeking more luxurious and comfortable outdoor experiences, opting for unique accommodations such as safari tents, treehouses, and yurts. Brands can tap into this trend by offering products and services that cater specifically to this form of outdoor lodging.

The Influence of Social Media

Social media is playing an ever-growing role in the outdoor sector. Consumers are turning to influencers and online communities for inspiration when selecting destinations, gear, and activities. Brands must establish a strong social media presence and produce engaging content to attract and connect with their audience—especially through visually compelling posts. While generative AI was still experimental in 2023, it’s set to become essential for brands in 2024, with many now adopting available tools to enhance their content strategies.

Customer Experience at the Heart of Strategy

Brands need to prioritize customer relationships and deliver an exceptional experience. The objective is to move beyond simple product sales, optimizing the customer journey while offering strong support to athletes. This could involve personalized advice, greater flexibility to meet customer needs in-store, connected sales teams, and a seamless omnichannel strategy to simplify the shopping process.

Physical stores remain important, as many customers appreciate the opportunity to try products before purchasing. According to a Deloitte and OutDoor by ISPO study, two out of three purchases are made in-store. In fact, 66% of customers prefer physical stores because they like being able to test products before buying.

Discover also: 4 Effective Retail Merchandising Strategies for Your Sports Store

Key Takeaways: To thrive in the outdoor sector, sporting goods stores need to offer an exceptional customer experience, a diverse range of sustainable products, harness the power of social media to boost their visibility, and drive innovation with eco-responsibility at the core. By focusing on customer support and implementing web-to-store strategies, stores that embrace digital transformation will successfully meet the evolving expectations of today’s consumers.