August 21, 2012
Just Released: SIA’s 2012 Snow Sports Market Intelligence Report
The industry’s go-to for relevant market data
Washington, DC (August 21, 2012) — SnowSports Industries America (SIA) is pleased to announce the release of the 2012 Snow Sports Market Intelligence Report, a detailed review of the 2011/12 season, likely to be remembered as one of the most difficult on record for the snow sports industry. With the unusual combination of a poor snow season following one the best on record in 2010/11, there are many important takeaways that can be used to help propel the industry forward. Few industries offer more comprehensive or detailed market data found within the SIA Snow Sports Market Intelligence Report.
Celebrating its 35th annual update, the 2012 SIA Snow Sports Market Intelligence Report provides valuable insight into retail sales, participation trends and demographics for snow sports participants as well as analysis of the season’s weather and an overview of the economic health of the snow sports industry. The 2012 SIA Snow Sports Market Intelligence Report is available at no cost to SIA Members and at $475 to non-members.
Sample Report Highlights:
- Reverse/mixed camber ski sales continued to grow in popularity this season; reverse/mixed camber flat skis were up 47%, while systems grew an impressive 333% in unit sales.
- Core skiers struggled with the poor conditions on the mountain this winter and it showed with a 10.2% drop in core skier participation.
- Snowboard equipment inventories are up 23% compared to 2010/11, but 9% leaner compared to 2008/09.
- 4.3 million Americans participated in cross country skiing during 2011/12, down 5% from the 2010/11 season.
- Apparel sales brought in $1.3B; accessories sales, $1.1B, and equipment sales $847M.
2011/2012 Business Trends:
- Specialty shops kept prices and margins high through season’s end.
- Online retailers dropped prices and increased turns, finishing the season in the green.
- New consumer trends provide opportunities during difficult times.
Additionally, the report provides answers to questions such as:
- Where are consumers going for the lowest prices on apparel?
- What’s the average household income of an alpine skier?
- What were the bestselling models of snowboard boots last season?
- Where did snow sports inventories finish last season in comparison to this season?
The 2012 Report covers a variety of retail channels including snow sports specialty, chain and the Internet. The easy-to-follow analysis also features stand-alone chapters for alpine, snowboard, cross country, telemark, backcountry-randonee/AT, snowshoe, equipment/apparel accessories and apparel categories.
Full reports on the women’s and juniors-specific snow sports market will also be available in September and October. Stay tuned.