Growing segments – transforming leisure industry

According to The NPD Group’s retail sales data five outdoor categories have experienced explosive sales growth at retail in the summer months. As published by Shop!  – mother organisation of POPAI Hungary – HQ’s Marketing at Retail News, sport industry expert Dirk Sorenson, executive director, industry analyst sports at The NPD Groupmarket analyzes the current trends.

Uphill on two wheels

As discussed in detail in our previous article, in addition to professional cycling, family and recreational cycling is becoming increasingly popular in the United States, resulting in record sales of electric, hiking, lifestyle, child, mountain bike models, and bike-related accessories.

Unprecedented growth over the last few months were largely from sales of family-friendly bikes. But June’s spike of 63% in dollars over June 2019 came from higher-end bicycles, including road bikes and full-suspension mountain bikes. Sports industry analyst Dirk Sorenson attributes the shift toward higher-end bikes to inventory shortages in more family-friendly categories, as well as cyclists who are now more willing to invest in the activity for the long haul.

Dynamically growing cycling target groups can be the starting points for many retail and brand activities, from community building through activations to promotional and loyalty themes.

Inflate and paddle

Paddle sports equipment (kayaks, paddleboards, rafts, and canoes combined) grew 56% in dollar sales in June vs. the same time last year. Inflatable versions of kayaks and paddleboards are gaining popularity as consumers find them easier to store and less expensive. In June 2017, inflatables represented 19% of paddleboard unit sales and 9% of recreational kayak unit sales. In June 2020, those figures stood at 66% and 26%, respectively.

New entrants to golf courses

In June, golf equipment sales were up 51%. Senior Sports Industry Advisor Matt Powell attributes this to new players of the sport and pent-up demand upon golf course reopenings. If this momentum continues, it could be a strong opportunity for the industry to engage with new customer segments, he says. Besides newcomers the not so far arrivals can be upgraded as well.

Camping, even at home

We have already reported in our previous article that in April, the camping  equipment category grew by 32% in the US. Sales increased by a similar 31% in June compared to the same month last year. The trend shows the process by which consumers looking to break out of a “stay at home” life start pitching tents in their backyards or venturing out into nature. Recreational tents grew almost two times as fast as backpacking tents.

Bird watching, even in the cities

Consumers have been creative in the activities they’ve undertaken while in the crisis period. Unique bird species can be found even in large cities, which contributes to bird-watching’s appeal to a wide range of consumers. Beyond bird-watching, binoculars have a wide range of uses, from stargazing to nature walks. To aid in their sightings, many purchased binoculars, which saw a 22% dollar sales increase in June 2020 compared to the same month last year.