Gray Matters

What's bigger than a 45-foot recreational vehicle rolling down the highway? The anticipated sales of RVs, say the experts, and the trigger is the aging baby boom generation. Forty-four percent of RV buyers are age 55 or older--and the leading edge of the baby boom will hit that milestone in 2001. More fuel is provided by camping's strong appeal--67 percent of Americans say they plan to increase their participation in camping, according to the Recreational Vehicle Industry Association. RVs are the way to camp in comfort--and comfort becomes more important as aging bodies become less resilient.

One piece of proof that a boom is on the way: In 1991, industry retail sales hit $6.7 billion; by 1996, that number had shot up to $12.4 billion, and it's still climbing. And it's not only RV makers and retailers who are benefiting. Manufacturers and retailers of aftermarket gear, campground operators, and others are getting in on the trend.

This article was originally published in the January 1999 print edition of Entrepreneur with the headline: Gray Matters.