Transcription of 2020 FORECASTING REPORT
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2020 FORECASTING REPORT
2020 FORECASTING REPORTThe Outdoor Consumer SegmentsIntroductionThe Five Macro-Shifts 1. Rise of Millennials and Aging Boomers 2. Urban Migration 3. Obesity 4. Heightened Attention on Health 5. Hispanic/Latino Growth Summary and OpportunitiesMethodology and Sources 34 5 10 14 18 23 28 30 TABLE OF CONTENTSTHE ACHIEVERE verything Outdoors | Performance-driven | Engagement at its fullestPERCENT OF THE OUTDOOR CONSUMER POPULATIONSPEND PER YEAR ON OUTDOOR EQUIPMENTHOURS SPENT OUTSIDE PER WEEK10%$79927 THE OUTDOOR NATIVETHE URBAN ATHLETETHE ATHLEISURISTTHE SIDELINERTHE COMPLACENTH ighly Involved | Experience-driven | EstablishedAthletic | Competitive | StressedAdventure Seeking | Aspirational | Moderate engagement Lessened Involvement | Inhibited | InterestedExcluded | Unmotivated | Unfit12%20%14%20%12%14%$637$781$476$284$ 162$143222420191311 THE ASPIRATIONAL CORELow-Intensity | Enjoyment | Emotionally DrivenTHE OUTDOOR CONSUMER SEGMENTSTHE COMPLACENTTHE URBAN ATHLETE3 The outdoor consumer landscape is evolving.
If the obesity trend continues on its current trajectory, 42 percent of the U.S. population will be obese by 2020. 4. Heightened Attention on Health Instigated in part by the obesity epidemic and the rising cost of healthcare, there is a push toward creating a healthier America. Health initiatives aim to reduce the proportion of obese
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