The Outdoor Market Is Missing Out on Hundreds of Millions of Dollars Worth of Business With Women: Here’s Why

The outdoor industry benefited from a hiking boom last year brought on by COVID-19. However, there still is plenty of room to grow, especially in the women’s market. “[There is] a massive opportunity for our industry — to figure out how to get after of the women’s hiking business,” Matt Powell, senior sports industry adviser with The NPD Group Inc., said during yesterday’s U.S. Sports Market Performance Review presentation. Citing data from its January 2021 NPD Trend Tracker survey, which was conducted in conjunction with Civic Science, 49% of women polled said they plan on doing more hiking or walking in 2021, a greater percentage than men, with 46% stating they would engage in the activities. Despite this, NPD data revealed men’s hiking boots account for 70% of the category’s sales volume for the first half of 2021, up 18% from the mark for the same period in 2019. Women’s hiking footwear sales for the first half of 2021, according to NPD data, accounted for just 26% of the market. Although a much smaller number, women’s hiking footwear sales is outpacing men’s, with an increase of 37% for the first half of 2021 from the same period in 2019. “The women’s hiking business grew twice

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