The UK’s Outdoor Industries Association (OIA) has recently conducted a survey of 10,000 consumers to test participation levels, buying habits and attitudes to environmentally friendly products.

The report, Shaping the Future, was commissioned by the OIA in association with Berghaus, Cotswold and HF Holidays, the results highlight the changing habits of the UK’s outdoor consumers, demonstrating that more people than ever are going outdoors, but that they are increasingly choosing to participate in multiple activities during one day.

The Shaping the Future research asked questions on a range of topics relating to the outdoor sector, with the results highlighting some important UK trends. 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%).

Family camping trips were also found to be increasingly popular, a trend partly believed to be driven by the economic downturn. The report also identifies changing attitudes to environmentally friendly outdoor products, with the 51% of respondents stating that they are willing to pay more for ‘green’ kit, but unfortunately the report does not give any indication as to how much more. It does however give strong indications of consumers’ willingness to purchase environmentally friendly products with 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.

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….”

Shaping the Future identifies regional variations in participation levels and attitudes. 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