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.
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.
Key Findings
The study uncovered several insights with important implications for bait manufacturers, retailers, and marketers:
- Artificial bait has already achieved widespread adoption. Half of anglers regularly use both live and artificial bait, while 76% say they are likely to try a new bait product in the coming year.
- Confidence still favors live bait. Sixty-two percent of anglers trust live bait most when success matters, and that preference becomes even stronger when fishing new waters, targeting trophy fish, or competing in tournaments.
- The biggest surprise: the battle isn’t trial, it’s belief. Among anglers who trust live bait most, 86% still use artificial bait at least occasionally, revealing that growth depends on increasing confidence rather than awareness.
- Proof matters more than promotion. Nearly half of anglers rely on recommendations from friends and family when making bait decisions, while relatively few cite brands as a major influence. Personal experience and successful days on the water are what ultimately build confidence.
- Regional habits create different marketing opportunities. While the path to greater artificial bait adoption is consistent, the barriers vary by region, suggesting brands should tailor messaging to local attitudes, fishing habits, and confidence drivers.
The research concludes that the next phase of category growth will come from helping anglers feel more confident choosing artificial bait in a wider range of fishing situations. Educational content, authentic demonstrations, peer recommendations, and product experiences that reduce uncertainty all play a critical role in building that trust.
“The outdoor industry has always been built on trust,” Brandon said. “The strongest brands won’t earn that trust by making bigger claims. They’ll earn it by helping anglers become more successful on the water. When brands teach instead of simply promote, they stop selling products and start building lifelong customers.”
The Bait Switch report is available now as a free resource for bait manufacturers, retailers, marketers, and outdoor industry professionals here.
