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Brief Published: 5 Mar 2020

Survival Kits & Disaster Shelters Surge in Interest

As consumers are increasingly encouraged to abandon mass congregations and self-isolate, there has been an uptick in demand for disaster-ready provisions. 


The Fortitude Ranch survival community functions on a time-share model: members pay $1,000 annually for access to their Colorado and West Virginia sites for vacations, or to hole up during turmoil. In a recent interview, owner Drew Miller estimates that interest in Fortitude Ranch is currently 10 times higher than the seasonal average, causing availability at its Colorado ranch to sell-out. Like many holiday sites, the ranch offers activities such as hunting, fishing, building campfires, and survival techniques – all transferrable skills in times of disaster. 

Preparedness kits are also gaining traction on social media, with influencers such as Khloe Kardashian putting a survivalist spin on unboxing videos, featuring products from January-launched US brand Judy. The company offers a range of survival bundles – priced between $60 and $250 – containing products such as food, blankets, first aid kits and multi-tools.

As the global emergency management market is projected to reach $130bn by 2024 (Market Watch, 2019), we foresee an influx of brands and products designed to provide consumers with a sense of readiness in turbulent times.