July 30, 2014
2014 edition will be available in late August
This past season, consumers spent $3.6B in snow sports retail shops, visited resorts more than 56M times, and bought record amounts of gloves and goggles. Yet not all categories experienced increases, and equipment sales totaling $867M were hard hit by drought in the West and polar vortex events in the Northeast. Alpine apparel sales suffered in the West as fewer skiers and snowboarders headed to the slopes. However, kids snowboard equipment sales increased 10% in units sold and Alpine/AT hybrid boot sales increased 27% in units sold.These are just a few of the facts you will find in the 2014 SIA Snow Sports Market Intelligence Report that will be released in late August. Each year, SIA Research puts together a stunningly broad and deep look at the previous season’s data including:
- The number of snow sports participants from the SIA Participant Study – produced by the Physical Activity Council
- Crossover data on snowboard, downhill ski, cross country ski, telemark, snowshoe, and backcountry participation with more than 100 other activities including running, cycling and skate.
- A detailed view of retail sales by category – e.g. ski units sold by waist width and snowboard dollars sold by camber
- Regional specialty shop retail sales for SIA’s RetailTRAK™ data produced by Leisure Trends – NPD
- Skier and snowboarder resort visits data from the NSAA Kottke End of Season Study
- Results of several consumer studies conducted by SIA throughout the season to determine if there are any discernible changes in consumer behavior on the slopes and/or in the marketplace
“SIA and Leisure Trends Group stay on top of what is going on and make sure we have access to data that supports and addresses current issues so that as an industry we can make intelligent and informed decisions for our businesses,” said Tim Petrick, president of global sales and marketing, K2 Sports.
The Snow Sports Market Intelligence Report is a key information resource for suppliers, retailers, reps, entrepreneurs, financial analysts, and students. The Intelligence Report gives the industry a comprehensive view of the snow sports market and a detailed view of each category and market channel. The report may be used to compare pricing, retail margins, units and dollars volume by channel, regional sales, inventories, and market penetration. Snow Sports entrepreneurs find the report particularly useful when developing business plans and all snow sports businesses may use the report to provide a backdrop on the industry when seeking initial or additional financing. Students have also used this report extensively for various reports and projects in their business, social science, and a variety of other class projects.
“SIA Research is great for long term forecasting,” said Annelise Loevlie, CEO of Icelantic Skis. “Historically, we made fat skis that were over 100cm underfoot minimum. Once seeing the number in how many were sold in that category, we steered our thinking and changed direction. SIA’s Data really helps us in our strategic thinking and planning.”
To help answer more of your planning questions, SIA will release the 2014 State of the Industry videos in September with an overview of the Snow Sports Market Intelligence Report as well as category-specific insights of alpine skiing, Nordic skiing and snowboarding. The videos will inform your understanding of retail sales, trends, consumer behavior and participation.