During 2009 the European Outdoor Group undertook key industry research, looking at consumer attitudes, providing a snapshot of the European outdoor market. To support this research, and gain an insight into consumer attitudes the European Outdoor Group commissioned Profile Outdoors Ltd to conduct two surveys in partnership with German outdoor magazines Klettern and Outdoor, and the Mammut Sports Group of Switzerland. The research set to out to address the attitudes and habits of consumers in Germany and Switzerland in relation to participation and spend, brand choice and loyalty, and sustainability and the environment.

Research like this can never provide definitive answers to the challenges being faced by an industry but it does provide an extremely useful insight into consumer attitudes in these two markets.

Germany
The research reveals a strong association between outdoor pursuits and health and fitness. The increased focus on wellbeing has made outdoor recreation more important as a means of retreating from the chaos and pace of people’s everyday lives. 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 amongst those being surveyed was high, with 39% saying that they participate a minimum of four times a month and a further 28% saying two or three times a month. For vacation trends Germany shows a split in thinking, with 43% stating that they intend to stay within their own country, while 45% will continue to travel into other countries.

On a positive note, outdoor enthusiasts remain resilient with 86% of those surveyed intending to spend either ‘more’ or ‘about the same’ as last year on outdoor related travel and accommodation.

Switzerland
Many of the findings for Switzerland are in line with those of Germany, with 91% of those surveyed agreeing that the outdoors allows them to escape everyday pressures of life and 98% stating that they enjoy being at one with nature.

The figures differ when you look at commitment to participation in Switzerland which is much higher at over half 52% participating in outdoor sports more than 4 times a month and a further 26% 2 or 3 times a month.

When it comes to vacations the Swiss are said to be the largest spenders per head of population in Europe. Just over half (52%) said that they intend to spend more of their outdoor activity or holiday at home, while 34% were undecided.

A reassuring 84% of those surveyed said that they expect to spend either ‘more’ or ‘about the same’ as last year on product. Quality came out as the top reason for purchasing for 98% of respondents and 96% of those surveyed confirmed that past experience influenced their purchases.

Future growth in the outdoor sector is well supported by favourable trends in participation, lifestyle and demographics for both Switzerland and Germany. All indications bode extremely well for the industry as we head into a new decade.