Profile Outdoors - a leading source of reliable market information and statistics with insight and analysis across the global outdoor industries

From the start, Profile Outdoors set out to build relationships, based on confidence and trust. Over 25 years later, the company is recognised for its integrity, confidentiality and attention to detail having been involved in a wide range of projects over the past two decades. These include state-of-trade surveys for leading trade organisations, individual sector/country reports as well as identifying and analysing market opportunities for a wide portfolio of clients across both the UK and Europe.

Profile Outdoor - Research & Analysis

Current Reports

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The Outdoor Industries Association (OIA)

Between 2008 and 2010, Profile researched and wrote the Shaping The Future Report- Parts 1 and II, followed by ‘Consumer Buying Trends’ and ‘Knowledge, Information and Preference’ for the Outdoor Industries Association.

The reports were designed as factual, working documents offering a snapshot of the industries while focusing on key strengths and opportunities, backed by consumer research (10,000 completed surveys in 2008) to add both strength and depth. The reports have subsequently formed a benchmark for ongoing research.

European Outdoor Group (EOG)

Profile was instrumental in the creation and subsequent development of the European Outdoor Group’s State of Trade Survey programme, supplying data collation, market analysis and report compilation. It continues as an active partner for subsequent and future annual reports.

Described as ‘ground-breaking’, at the time, the landmark project mapped out seasonal sales value and volume through seven product categories and 30+ sub-categories across 22 countries offering year-on-year sales analysis giving EOG members, for the first time, a clear picture of the size, scope and direction of the European outdoor market.

Project partner Peter Luscombe of Profile Outdoors said, “The sheer amount of raw data supplied proved to be quite daunting and is, of course, the key factor is compiling the most useful and in-depth report ever produced on the European outdoor market. I would like to thank the EOG for choosing Profile as partner in this ground-breaking project.”

The European Outdoor Group is an association set up to represent the common interests of the European outdoor industry.

UK State of Trade Survey

Introduced into the UK in 1995, Profile State-of-Trade Survey firmly established itself as the preferred choice of market data for the UK industry. Quick and straightforward to complete, its value is clear in terms of information and is well-respected within the trade.

Its introduction followed talks with suppliers when it became clear that they lacked continuous, accurate, up-to-date information that tracked sales (sell-in). The quarterly reports, which continue to this day offer year to date and year on year analysis of sales by volume and value, by gender and price across core product sectors and sub-categories. 

Data is collated and published quarterly, UK only, and only available to participating brands.

UK Retail Tracker

Introduced in 2017, the Profile Outdoor Retail Tracker offered a weekly analysis of top line (net) sales, offering year-to-date and year-on-year sales comparisons. In addition, it gave individual market share, market growth and market performance providing retail management teams with accurate performance information in a timely manner. A monthly version tracked individual (core) product sectors.