ConsumerVue 2020 Forecasting Report - Outdoor Industry Association

OIA ConsumerVue 2020 Forecasting Report

This report examines the significant impact and opportunities that five key macro-shifts will continue to have on the outdoor industry, as well as the seven distinct segments of the U.S. outdoor consumer population, as we look toward 2020.

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Forecasting at a Glance

The outdoor consumer landscape is evolving, shifting in response to economic, social and demographic changes. As part of the OIA ConsumerVue segmentation research, this report looks at the unprecedented disruption the outdoor industry is expected to face looking toward 2020, induced by the perfect storm of shifting demographics, urban migration, the rise of obesity and a heightened emphasis on healthy living.

The Rise of Millennials and Aging Boomers

According to the U.S. Census Bureau, the youngest Millennials will have reached adulthood by 2020 and will account for 28 percent of the U.S. population, as well as 50 percent of the working population. Meanwhile, every single day, more than 10,000 Boomers reach the age of 65.

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28% Total Population
50% Working Population

Urban Migration

The U.S. Census Bureau projects the urban population to account for 82.5 percent of the total U.S. population by 2020.

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82.5% of the U.S. Population
34% Outdoor Consumers


If the obesity trend continues on its current trajectory, 42 percent of the U.S. population will be obese by 2020.

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34.9% of the Population Is Currently Obese
42% of the U.S. Population Will Be Obese by 2020

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 adults to 30.9 percent and increase the proportion of healthy adults to 33.9 percent by 2020.

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30.9% Obese
33.9% Healthy

Hispanic / Latino Growth

The U.S. Census Bureau projects that the Hispanic/Latino population will grow from 17 percent to represent 19.4 percent of the total U.S. population by 2020 whereas Caucasians will drop to 60.1 percent over that time period.

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19.4% Hispanic/Latino Population
60.1% Caucasian Population