Failure to Launch in the Survival Kit Niche

In the early 2010s, a doomsday survival wave swept through the country. People became infatuated by the idea that we’d be forced to survive the elements not if, but when the world ends. Maybe this movement was propelled forward by the financial crisis fallout, or maybe it was influenced by the release of Season 1 of the Walking Dead. Regardless of its origins, it became clear that the preppers movement was gaining traction with no signs of slowing down.

Even though there was never a nuclear winter, natural disaster, or zombie apocalypse that plunged the world into survival mode, the emergency survival kit niche still blew up in a big way. The public became fueled by the adrenalin pumping question; Could I survive the end of the world? Survival kits started showing up everywhere, and survival blogs outlining what you need for the impending doomsday were popping up all over the internet. To this day the internet is still saturated with preppers blogs.

Like every first aid distributer and custom kitting manufacturer, we saw the shift in public interest and rushed to roll out a line of Bug Out Bags and survival kits. We built our line around important survival products such as emergency drinking water pouches, survival whistles, food rations and small portable first aid kits. We put them on our site assuming they’d fly off the shelves, and then…. nothing.

Turns out, the preppers movement was looking for more than just a product. They wanted an experience. They wanted pictures and videos of the product being used in a survival scenario. Preppers wanted to know how to collect and clean rainwater, how to survive a nuclear meltdown and what to do if a tsunami wipes out an entire coastline. It became so much more than a need for a product and morphed into the desire to live a survivalist lifestyle. While we were able to supply quality survival supplies and kits, we could not offer the survivalist lifestyle that the preppers were searching for.

Today there is an estimated 3.7 million people who consider themselves part of the prepper’s movement. It has become a multimillion-dollar industry with roots on the internet that has expanded to the concept of a “why not” safety net for families all over the world.