Outdoor Enthusiasm Continues to Grow

If you were thinking interest in outdoor activities would start fading along with consumers’ memories of the COVID-19 pandemic, think again. After hitting record heights in the wake of pandemic shutdowns, the appeal of outdoor activities continues to grow. Yet, retailers looking to connect with consumers on this lasting movement of outdoor enthusiasm—and the growing awareness of how spending time in nature can fuel health and happiness—will find several options related to home and housewares.

Getting Out and About
Participation in outdoor activities grew 4.1% to a record 175.8 million participants in 2023, according to the Outdoor Industry of America. Another survey from Winnebago Industries found that 89% of U.S. respondents said they participated in an outdoor activity (defined as camping, hiking, boating or visiting a national/state park) in 2023—up 29% since 2020.

“Our latest (consumer survey) reinforces a strong link between outdoor activities and physical and mental well-being,” said Amber Holm, chief marketing officer of Winnebago Industries. “Respondents said the top three reasons outdoor activity positively impacts their life is because it improves physical health, improves mental health and reduces stress.”

This is an opportunity for retailers to show how getting out and about doesn’t have to mean foregoing the comforts of home. Products like the AeroPress Go Travel Coffee Maker and Pogba Insulated Soft Cooler Bag by Pinnacle are well designed for people going on hiking or biking excursions. For camping or picnics, there are newer innovations like Pizzacraft’s Pizzeria Pronto Outdoor Pizza Oven by Union Square Group and no-ice-required coolers like Alpicool’s KT25.

When marketing and merchandising these types of products, keep in mind two interesting findings from OIA’s report:

• Members of the LGBTQ+ community continue to be the most active adult cohort: LGBTQ+ outdoor recreation participation rates total 60%.
• Females are increasingly interested in outdoor recreation: For the first time ever, female participation rates topped 50% – 51.9% to be exact.

Outdoor Living (At Home)
What’s easier than traveling to the great outdoors? Taking advantage of it right outside your front or back door. Consumers will likely continue to appreciate items that enhance their outdoor spaces, whether furniture, fire pits, lighting, décor or items for outdoor kitchens.

Retailers can help inspire shoppers who want to dress up their outdoor experience with items like Connectware—crystal-like drinkware with detachable stems. Other shoppers might be motivated by ways to recreate the rustic spirit and flavors of a camping excursion or good-old fashioned bonfire. (If so, consider products like the Open-Fire Pop Popcorn Popper by Wabash Valley Farms or Hershey’s S’mores Caddy by Mr. Bar-B-Q.)

Bring the Outdoors In
Another way to tap into growing outdoor enthusiasm? Help consumers bring nature inside their homes. That could take the form of greenery, and any number of home and housewares products featuring flowers, animals, natural materials and/or earth tones.

In fact, “The Naturalist” is one of five personas featured in The Great Entertainers portfolio in the HomePage News InSight™ Trend Index 2024/25.

In describing one of the themes today’s home and housewares consumers are aspiring for when hosting at-home gatherings, the portfolio tells us: “The stirring beauty of wind-rippled water, slab-cut stone and hand-smoothed woods all inspire the craft and creativity of the Naturalist. (The Naturalist knows) that nothing frames a feast like the glories and stories of natural beauty.”