Comfort and convenience are important. However, if the improvement of the comfort of use takes place at the expense of the quality and weight of the backpack, then ultimately the comfort of using the backpack is significantly lower versus the classic version.
Due to Covid-19 restrictions the slowdown in tourism was enormous, but high travel interest indicates that in 2023 global tourism will return to its pre-pandemic 2019 levels.The backpack market will reach USD 28.3 billion by 2025. The worldwide market growth dynamics was 6% CAGR before the pandemic.
Major companies in the global backpack market are Marmot Mountain, Deuter, Osprey, Samsonite, Gregory Mountain Products. Patagonia, Under Armour Inc., The North Face, Nike, Gelert, VF Corporation, Victorinox, Wildcraft, Traveler's Choice, Lowe Alpine, Standard Luggage Co, Mountain Hardware, Timbuk2 & Herschel Supply, Salewa.
In terms of products, the market is divided into 3 categories: small (up to 20L), medium (21-40L) and large (40L +).Several brands count in the alpine backpack category, with The North Face, Deuter, Osprey and Gregory having the largest shares in the world. In some regions, brands such as Salewa, Lowe Alpine and Karrimor are also gaining popularity.
For the test, we chose two backpacks from one Deuter brand - the "classic" and "modern" version, containing solutions aimed at increasing the user's comfort and convenience. The Deuter brand is the basic benchmark in this market segment - it is one of the oldest backpack brands (established at the end of the 19th century), with an established position as one of the leaders, positioned as VFM +. In product tests, we focused on the functionality, design and convenience of the product. Our goal was to check whether the solutions designed to increase user comfort in the Aircontact product line translate into user experience.
Test: Time: 16 days in Peru, including 4 days of trekking. Location: Peru including Inca Trail.
Backpacks:
- Classic: Deuter Futura AIR TREK 60 + 10
- Comfort +: Deuter AIRCONTACT PRO 55 +15 SL
Results:
- Weight is important. The improvement in comfort must not increase the weight of the backpack. Comfort + is 25% heavier than the classic version of the backpack. In high mountains, an additional 500 g reduces the benefits of a better fitting hip belt.
- The backpack must be durable. The improvement in comfort must not reduce the strength of the backpack. Comfort + lost the main flap strap on the second day of use. A stronger pull tore the lower clasp along with the strap from the main flap. Why does greater comfort mean a lower quality of workmanship?
- Both backpacks are well designed in terms of both the packing capacity and the carrying system used. The number of pockets and the division of space are optimally matched.
User assessment of individual dimensions:
Recommendation
Convenience of use is important. If the improvement of the comfort of use takes place at the expense of the quality and weight of the backpack, then (ultimately) the comfort of using the backpack is significantly lower than that of the classic version. Solutions aimed at the user's comfort and convenience, but increasing the weight of the backpack, are counterproductive in the alpine segment.
An additional 0.5 kg of load significantly impedes comfort from an altitude of 4000 m above sea level, where we have half of the oxygen available at sea level. Breathing is more of a problem than on a seaside beach, and the Comfort + backpack, thanks to its wide shoulders and waist, and the body-fitting support system, become unbearable and uncomfortable because they weigh 0.5 kg more (with a 7 kg backpack).
We conducted similar tests in other product categories of the tourist market. Please contact us if you want to know more. Since 2007, the PAULAT agency has been conducting analyzes, marketing research and other research projects aimed at building effective marketing, image and communication strategies for territorial brands. Our experience has been used by dozens of territorial brands in Poland – e.g. Sopot, Kraków, Kołobrzeg, Dolny Śląsk, Płock, Olsztyn, Cieszyn, Jasło and Krynica.
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