A lot has happened in recent years that has impacted consumer interest, e-commerce sales, and purchasing decisions in the CPG sports and outdoors space.
Thanks to the pandemic, lockdowns, and ultra-addicting short-form consumable social media content on TikTok and other channels, consumers are discovering new products and developing new interest in various sports and outdoors brands at a rapid rate.
Let’s take a look at three of the most common trends we are seeing for CPG sports and outdoors brands. Brands that act on these trends in real-time, and incorporate these insights around the optimal marketing and channel strategy into their business plans, will be the ones that win in 2023.
1. Sports and outdoors brands’ marketing channel strategy matters more than ever, and micro-influencers have risen to the top
Top CPG sports and outdoors brands need to present their products where their customers are: in the feeds of impactful influencers on social media.
A majority of sport and fitness influencers are on Instagram and YouTube, and engagement for micro-influencers (those with less than 15K followers) averages 11.7%, towering over regular (3%) and rising (2.2%) influencers respectively. Brands should also consider an omnichannel approach and activate through emerging channels like podcasts and connected TV.
Brands activating on these channels through popular, connected influencers will be the ones that race ahead next year. As their endorsement of your product goes out to their followers and subscribers, consumers will learn about your products and be more likely to add it to their online shopping ritual.
Popular types of products that influencers will be promoting may include direct-to-consumer (DTC) supplements, post-workout skincare and personal care products, at-home workout equipment and more.
2. The on-demand and subscription sport and outdoors market will be saturated — but partnership opportunities are aplenty.
Consumers have so many different fitness, sports and outdoors subscriptions — both in the form of on-demand content and curated boxes — to choose from.
Unless your brand is a consumable that needs to be replenished frequently, brands should be wary about launching a new subscription service.
However, there may be ample partnership and integration opportunities to include your products in existing subscription boxes or through product placements on streamed content.
There are a variety of providers and formats that can help get your products in front and in the hands of interested consumers. Planning ahead, relying on market research and avoiding any supply chain disruptions or shortages will be critical brands touting successful business models at the end of 2023.
3. Biking brands will continue to soar post-COVID.
Thanks to the pandemic, many consumers developed new daily habits at home and explored the great outdoors in solitude to cope with the threat of COVID-19.
Those habits won’t end overnight. In fact, many consumers will likely continue with these rituals as a new part of their everyday life. For example, consumers eagerly adopted biking into their daily ritual when public transportation closed. Bike clothing and accessory brands, like Rapha , will continue to deliver to this new audience of engaged consumers — appealing to both hobbyists and endurance athletes who spend time (and money) training for races.
That’s why it’s so critical for sport and outdoors brands to be ready with their supply chains and keep their forecasts steady for continued growth. Last year, many new consumers developed a new-found interest in sports and outdoor initiatives for the first time. Many are now doubling-down on those activities causing the accessory market to have a boom with consumers.
Leading in the CPG Sports and Outdoors Market
Sports and outdoors consumer packaged goods will continue to attract interest from millennials and Gen Z in the year to come.
Brands with memorable products that can be sold through e-commerce and retail channels (and ideally, a mix of both) will continue to get in front of eager audiences. With the right data, you can surge past your competition.
Helio’s comprehensive CPG alcoholic beverage brand insights will enable you to position your business for success.
To learn more about Helio or get in touch, visit heliodata.com
