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Outdoor consumer goods market in Australia

The specialty retailers in this sector are generally highly fragmented and are broadly positioned as:

technical and adventure selling performance and quality-driven products for active outdoor activities such as hiking, orienteering, mountaineering, abseiling, sport fishing and adventure sport
recreation and leisure selling camping, recreational fishing and backpacking equipment.

There is significant crossover between other market segments such as sport, leisure, camping and fishing.

There is also a heavy crossover of product offerings into the sporting goods retailers, discount department stores, large retail department stores, large specialty chains and small independents.

A wide group of consumers is willing to pay a premium for perceived quality, particularly for products designed for summer seasons.

The outdoor sector is in the embryonic phase of consolidation and Australian wholesalers and retailers expect two to three retailers will eventually dominate market share. There will be further integration of outdoor apparel, footwear and equipment into mainstream department stores.

The warehouse-style “category killer” stores are emerging.

In some instances, independent retailers have formed their own buying groups to combat the buying power of the larger competitors.

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Getting your product into market

Overwhelmingly, retailers in the outdoor sector advise manufacturers to work directly with their buying departments as opposed to distributors.

New Zealand-manufactured and licensed products have successfully entered the premium specialty sector which signifies product acceptance.

However, new entrants without brand recognition will struggle to penetrate the major established retailers without a very compelling story of price or proprietary technology.

SOTA – The Outdoor Trade Show – is considered the premier trade show and buying event for the outdoor industry. The show is a highly recommended and cost effective starting point for New Zealand outdoor wholesalers to develop their export readiness and preparation for the Australian market.

Market entry to the recreational and leisure sector is more difficult as this segment relies more heavily on volume sales and value for money.

The majority of outdoor retailers encourage manufacturers to deal directly with their internal buyers and this is the recommended method of market entry.

Regulations

There are no major regulatory or licensing restrictions or difficulties affecting outdoor consumer goods.

However, suppliers and manufacturers have to market safe products that meet relevant safety standards, provide clear instructions for proper use and include warnings against possible misuse.

Opportunities

The association with New Zealand outdoor lifestyle resonates strongly with retailers and consumers alike. Products targeting hiking/trekking, outdoor adventure activities and snowsports represent the key areas of opportunity for New Zealand companies.
The key product growth area is outdoor summer apparel which has not only emerged as a highly functional clothing segment through the introduction of performance fibres but as a segment that is very fashion-driven.

Challenges

Established New Zealand exporters with strong sales in the Australian market reiterate the difficulty in penetrating some of the more established retailers.