Millennials & People of Color Ammunition Sales: Vista Outdoor CEO


After a year of people locked up at home due to the coronavirus pandemic, the itch to participate in outdoor activities is increasing.

One recipient company is Vista Outdoor, which manufactures and markets outdoor sports and recreation products. The company says it sees many brands growing by 25% or more.

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A hot sector has been the firearms sector, particularly ammunition.

“We’ve never seen these trends before. More millennials, more younger generations, more people of color, women are embracing the hunter and field-to-table movements, filling their freezers with fresh meat, embracing safety and self-resilience, ”CEO Chris Metz told Liz Claman of Fox Business. “We have welcomed over 8 million new users to this sport, which we call shooting and hunting sports.”

“It has created this structural change in who enters the market and uses the product, which is really exciting for us,” Metz added.

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Vista has a stable of product names including Remington, Bell Helmets, and Camelbak hydration products such as water bottles.

Vista Outdoor shares have risen 385% in the past year.

The next step for Vista, according to Metz, is the types of aftermarket consumer purchases.

“We don’t sell the bikes, but we sell the accessories, we don’t sell the guns, but we sell the ammunition,” he said.

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In the past year, sales have increased by almost 30%, but online sales have increased by almost 60%.


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