For decades, the fishing industry has focused on convincing anglers to try artificial bait. New research suggests they’re solving the wrong problem. According to The Bait Switch: The Live vs. Artificial Bait Debate, released today by Unruled, most anglers already use artificial bait. The bigger opportunity is helping them trust it when success matters most.
Unruled, the integrated marketing agency specializing in outdoor brands, today released The Bait Switch: The Live vs. Artificial Bait Debate, a new research study examining one of fishing’s longest-running conversations through the lens of consumer behavior.
The Bait Switch report is available now as a free resource for bait manufacturers, retailers, marketers, and outdoor industry professionals here.
Based on a nationwide survey of 500 anglers ages 18–64, the study challenges a common assumption within the fishing industry. While many brands continue to focus on driving trial of artificial bait, the research reveals that most anglers already use both live and artificial bait. The greater opportunity lies in building confidence so anglers choose artificial bait more often, especially when the stakes are highest.
“Consumer behavior never stands still, and anglers are no exception,” says Scott Brandon, CEO of Unruled. “This research shows that today’s fishermen aren’t choosing between live and artificial bait—they’re choosing confidence. Understanding how, when, and why those decisions change gives brands a tremendous opportunity to create products and marketing that truly resonate.”
The report identifies a category driven less by loyalty and more by confidence. Anglers routinely switch between live and artificial bait based on conditions, target species, and which option they believe gives them the best chance of success. Understanding what builds that confidence represents one of the category’s largest untapped growth opportunities.
