NZ retailers shift spend to reach outdoor audiences

Outdoor retail brands in New Zealand are adjusting their advertising strategies as competition intensifies for a large and commercially valuable audience of outdoor enthusiasts, according to data from Nielsen.

Insights from Nielsen Consumer & Media Insights indicate that around 2.21 million New Zealanders identify as outdoor enthusiasts through activities such as fishing, hunting, tramping and camping. This group represents a significant opportunity for brands focused on lifestyle, wellbeing and performance.

Audience scale and behaviour

The data shows a balanced audience profile, with 54.3 percent male and 45.7 percent female participation, and nearly half aged between 20 and 49. The group is also active in the market, with 67.4 percent comfortable shopping online. Close to half prioritise quality when purchasing clothing, while 37.2 percent place quality above cost.

Popular activities over the past year include walking or power walking at 33.0 percent, fishing at 29.9 percent, camping at 29.6 percent, swimming or diving at 26.0 percent, and gym or workout activities at 21.7 percent.

Ad spend remains stable amid shifting tactics

Nielsen Ad Intel data shows that total advertising spend among selected outdoor retailers reached NZ$34.3 million in 2025, marking a 0.9 percent increase from NZ$34.0 million in 2024. While overall investment remained steady, brands adjusted how budgets were allocated across channels.

Rebel Sport recorded the highest spend in 2025, increasing investment by 21.8 percent year-on-year. It was followed by Hunting & Fishing NZ, Macpac, Kathmandu, Torpedo7 and Bivouac Outdoor Clothing & Equipment.

Channel strategies diverge across retailers

Radio attracted the largest share of spend at NZ$11.1 million, followed by general display at NZ$7.7 million, television at NZ$5.6 million, social media at NZ$4.7 million, and out of home at NZ$3.5 million.

Rebel Sport increased investment across digital, radio and out of home channels while reducing television spend. Macpac shifted its approach by expanding out of home activity. Kathmandu reduced overall spend but maintained the highest investment in out of home within the group.

Torpedo7 increased advertising spend by 17 percent year-on-year, driven largely by social media, while Hunting & Fishing NZ continued to prioritise radio as its primary channel.

Wellbeing emerges as engagement opportunity

Rose Lopreiato, Pacific Commercial Lead: "Outdoor enthusiasts are a valuable audience because they are not only highly engaged in the category, they are also active shoppers who care about quality, lifestyle and performance. What Nielsen’s data shows is that brands are using very different media strategies to connect with them. Some are leaning harder into radio, digital and out of home, while others are rebalancing their mix. Nielsen Ad Intel helps advertisers see where competitors are investing and how to position more effectively with the audiences that matter most."

The data also indicates broader motivations beyond outdoor activity. Nearly half of respondents, 48.7 percent, report concerns about the impact of stress on their health, highlighting opportunities for brands to engage around wellbeing, balance and everyday lifestyle.

www.nielsen.com

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