Heatwaves hit DACH and UK outdoor markets

New insights from the leading European outdoor industry market data project have revealed the impact of the summer heatwaves on the sector in two major markets. Year-to-date figures released for January to July by the Outdoor Market Intelligence Service show that outdoor industry sales were up +3.6% in value vs 2025 in DACH (Germany, Switzerland, Austria), but down -3.1% in the UK. Both markets suffered in July, when heatwaves (starting from late June and continuing into July) saw temperatures that were not conducive to outdoor pursuits. The value of sales for the month was down -10.18% year-on-year in the DACH region and down -9.23% in the UK.

Led by the European Outdoor Group (EOG), the Outdoor Market Intelligence Service (OMIS) is the first European sell-out panel with data supplied directly from the market. OMIS is delivered by the EOG’s data partner, Sporting Insights, and is live in the UK, DACH and France. The OMIS platform’s product taxonomy, categorisation and filter set was created by more than 35 brands and retailers, and delivers the most comprehensive and up to date sell-out data available for the European outdoor industry. OMIS now covers over €10 billion of outdoor sales data categorised, sub-categorised, filterable by price point and down to brand and model level.

Alongside the overall market situation, the latest OMIS data also reveals details of the relative performance of sub-categories. High temperatures led to benefits for certain sectors, like hydration, which grew +6% in DACH and +17% in the UK. Several brands experienced substantial sales increases, including Yeti (+36% in DACH and +114% in UK), and Hydrapak (+37% in DACH – fastest growing in this market).

The overall UK numbers were driven by a drop in sales volume, with average sales price actually up +5%, reflective of both the changing category and sub-category make up of sales as well as perhaps indicating the fruits of industry efforts to promote more sustainable and more durable products with longer replacement cycles. This effect is noticeable in multiple categories, including in tents, where year-on-year sales value is down double digits in both the UK and Germany, following high sales in recent years as domestic and outdoor holidays have grown in popularity.

Retailers and brands are able to engage with OMIS as contributors and subscribers:

An OMIS Data Contributor is a retailer (online, e-commerce, brick and mortar) or a brand (D2C sales) providing sell-out data to the OMIS panel. Every Data Contributor gains access to market and retail data for free. This includes apparel, footwear and equipment products at the market and retail level, evaluating volume, value and ASP relative to relevant category or sub-category by period and channel. For brand and product level data, there is a cost associated. Data Contributors can become Data Subscribers to see the highest level of detail available.

An OMIS Data Subscriber is a brand, retailer or distributor who wants to see brand performance data. Data Subscribers gain access to market, retail, brand and product level data. Brands can see their own SKU product level data, across the market.

Jonathan Petty, VP sales EMEA – Helen of Troy, Osprey, Hydroflask, comments: “A question I hear more and more is, “have we got any data about our consumers to help us make better decisions?“. Whether small or large organisations, we are all needing data and better insight to help us improve our product, sales and marketing. OMIS is an invaluable and extremely affordable way to access robust and high quality data that is relevant to our brands and industry. I’d encourage all members to get involved.”

Tim Fish, Rab product director, comments: “We use data extensively within Rab to make better strategic decisions. With OMIS, we’ve been able to identify gaps in the market where we could expand or refine our product range and dramatically increase our market share in just the first year of OMIS. The data doesn’t make our decisions for us, but it helps us validate our thinking and make the best possible use of our resources so that we can focus on delivering innovative and highly commercial products.”

Find out more about OMIS at Omis Home.