The UK outdoor market grew by 3% in April, largely as a result of a very strong performance in the camping category.
The data, from the Outdoor Market Intelligence Service (OMIS), operated by Sporting Insights in partnership with The European Outdoor Group (EOG), shows that sales volumes were encouraging across the outdoor market. However, a surprising drop in average sale prices (ASP) in a number of categories meant that the effect of those sales didn’t translate into value growth elsewhere.
In apparel for example, a surge in the number of units sold was offset by an over -20% decline in average unit sale price. Whether this reflects deeper Easter discounting than anticipated, or cost of living pressures and wider economic turmoil – including widespread predictions of economic issues arising from US tariffs, which itself may have encouraged retailer discounting – is too early to say.
The combination of those economic factors and good weather may also be increasing the attractiveness of domestic camping holidays for UK consumers.
The most notable decline in the apparel category was seen in jackets & coats, where it could also be that the drier, warmer weather experienced over the last couple of months has driven consumers away from the thicker, more technical, and therefore costlier purchases still usually in evidence at this time of year. While it is one of the very smallest categories within the dataset, that the only growth in jacket value sales was seen in smocks and anoraks would slightly bolster this suggestion.
Marc Anderman of Sporting Insights, commented: “The quantity of sales recorded in the outdoor market is hugely encouraging for the industry. Good weather gets people outdoors, including people perhaps experimenting with hiking, climbing, or camping for the first time and so often shopping at entry level price points. We expect to see brands weaning themselves off promotions as the year progresses, and the spectre of rising wholesale costs being passed on to consumers is very real too, which would drive a rebound in ASP.”
OMIS, created by Sporting Insights in partnership with the European Outdoor Group (EOG), offers a new standard in data gathering and reporting for the outdoor industry.
Monthly sales data from outdoor retailers in the UK, including independent retailers, and major bricks and mortar and online chains, is visible on an aggregated basis at brand and model level with the ability to drill down at Department, Category or Sub-Category level.
A huge proportion of the UK outdoor market is already covered, but this continues to grow as we further develop the independent retail channel.
OMIS is expanding to France and DACH in 2025.
