Untamed report urges fishing brands to embrace video, emotion and DTC models
The 2025 Fishing Industry Insights Report, released by Untamed, unveils groundbreaking insights into how modern anglers shop, spend, and connect with brands—with digital media, brand loyalty, and direct-to-consumer (DTC) sales playing a crucial role in the industry’s future.
Based on a nationwide survey of 330 anglers, the report provides data-driven intelligence to help fishing brands, retailers, and marketers navigate shifting consumer behaviors in one of America’s most passionate outdoor industries.
Key Findings
Brand Loyalty is Generational – While 60% of anglers 45+ haven’t switched brands in the past year, younger anglers are twice as likely to experiment with new gear and brands.
YouTube is Now the number one Purchase Driver – 46% of anglers under 44 rely on YouTube reviews and tutorials to make gear decisions, making video content more influential than traditional advertising.
Retail Still Dominates, But DTC is Surging – In-store purchases still account for 70% of all fishing gear sales, but direct-to-consumer sales are growing twice as fast as traditional retail.
Emotional Connection Drives Purchases – 86% of anglers fish to relax and connect with nature, with only 12% prioritizing trophy catches. This shift emphasizes the importance of lifestyle-driven marketing over performance-focused messaging.
Regional Preferences Shape Gear Choices – The most popular fish species vary dramatically: walleye in the Midwest, catfish in the South, and tuna, snapper, and marlin along the coasts.
Scott Brandon, CEO, Untamed: “As the fishing industry evolves, understanding consumer behaviors is critical for brands looking to stay relevant. This report provides actionable insights for brands to enhance their marketing strategies, improve customer engagement, and drive sales in a shifting retail landscape.”
How Brands Can Take Action
The 2025 Fishing Industry Insights Report includes detailed insights and strategic recommendations, helping brands to:
Leverage YouTube & Influencers to connect with younger, digitally-driven anglers.
Optimize Retail & DTC Strategies to meet consumer expectations in a hybrid shopping environment.
Refine Marketing Messages to tap into the emotional and experience-driven aspects of fishing.
Personalize Regional & Generational Engagement to align with consumer preferences.
The full report can be accessed here
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