Camping and BBQ Participation Rates Flat at 10% in the Past Year: High Frequency Observed Among 20s and 30s

Cross Marketing Inc. (Headquarters: Shinjuku, Tokyo; President: Miki Igarashi) conducted an 'Outdoor Survey (2026)' among 5,000 men and women aged 20 to 69 across 47 prefectures in Japan. This analysis focuses on camping and BBQ, highlighting participation rates, frequency, conditions for those inclined to participate, reasons for non-participation, favorite brands, and purchase channels.

### Survey Results #### Camping and BBQ Participation Rates The percentage of people who have ever experienced overnight camping or day-trip camping/BBQ is 41%. For experiences within the last 3 years, it is 13%, and within the last 1 year, it is 10%. The participation rate within the last 1 year has remained flat since 2022.

The participation rate for overnight camping specifically is 8%, while day-trip camping/BBQ is 10%. Participation rates are higher among those in their 20s to 40s and tend to decrease for those in their 50s and 60s.

#### Frequency, Conditions, and Reasons for Non-participation Among those who have participated in camping or BBQ within the last 3 years, the proportion of those who do so at least once a month is 33% for overnight camping and 21% for day trips, showing that overnight campers are more frequent. For both types, the frequency of participation among the 20s and 30s is high. In particular, the 20s show a very high frequency for overnight camping and BBQ.

When asked about conditions for participating in the future, those interested cited 'more free time,' 'finding a companion,' and 'increased income' (20-30% range). Respondents in their 20s specifically highlighted financial aspects such as 'increased income' and 'obtaining the necessary gear.'

On the other hand, the top reasons for those who have never experienced camping/BBQ include 'trouble preparing equipment and related goods,' 'exhaustion,' and 'fear of insects.'

#### Favorite Brands and Purchase Channels When asked to name up to three favorite outdoor brands, the top choices for gear were 'Coleman,' 'Montbell,' and 'Thermos.' For apparel, 'The North Face,' 'Montbell,' and 'Workman' were the top choices.

The primary purchase channels for outdoor sports, camping, and BBQ gear are 'Specialty Outdoor/Camping Stores' (60%) and 'Home Centers' (50%). Utilization of these channels tends to increase with age.

### Survey Overview - Methodology: Internet Research - Region: Nationwide (47 Prefectures) - Target: Men and Women aged 20-69 - Period: March 12–13, 2026 (also comparing data from March 2024 and March 2022) - Sample Size: 5,000 samples

### About Cross Marketing Inc. Cross Marketing Inc. provides marketing research and consulting services to help businesses visualize consumer insights and make data-driven decisions.