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SPOILER ALERT: 2011 SIA SNOW SPORTS MARKET INTELLIGENCE REPORT

08/19/2011

Snow Sports Pop Quiz

  • How many Americans consider themselves skiers and/or riders?
  • How many alpine skis, with waists wider than 80MM, sold during the 2010/2011 season?
  • Is reverse camber a serious trend or just a fad?
  • What’s the average retail margin for insulated parkas in specialty shops?
  • How many alpine skiers also ride a snowboard? (Hint, it’s more than 2 million)
  • How many helmets were sold this season?
  • Who or what is La Niña?

Get all of the answers to these questions and thousands more with the 34th annual SIA Snow Sports Market Intelligence Report is almost here. The 2011 Snow Sports Market Intelligence Report provides valuable insight into retail sales, participation trends, demographics for snow sports participants, analysis of the season’s weather, and an overview of economic health of the entire snow sports industry. The 2011 Snow Sports Market Intelligence Report is available to SIA members for FREE and to non-SIA members for $425. A link to the Intelligence Report will be emailed to SIA Retail Members next week.

Sample of highlights in the report:
Snow Sports market sales reached a record $3.3 billion last season as La Niña conditions blanketed the U.S. with 29% more snow than average.

  • Apparel sales $1.2 billion
  • Equipment Sales $902 million
  • Accessories sales $1.2 billion

Hot trends in the market that are expected to continue through the 2010/11 season include:

  • Alpine skis (flat skis sold without bindings) in the 80mm-110mm waist width category were up 74% in dollars sold on more than 74,000 units compared to 47,000 units sold last season.
  • Women’s ski sales increased 20% in units sold and 26% in dollars sold this season. Out of a total 419,000 alpine skis sold this season, 149,000 were women’s models.
  • AT/Randonee equipment sales finished the season up 90% overall in dollars sold, and up 87% in units sold. Most notably, AT/Randonee boots sales finished up 126% in units and up 124% in dollars sold.
  • Reverse/Mixed camber ski sales finished the season up 134% in units and 129% in dollars. Approximately 54,000 pairs of reverse camber/mixed camber skis were sold this season.
  • Reverse camber snowboard sales were up 36% in units and 41% in dollars sold. In fact, 63% of all current season model boards sold this season have reverse camber.
  • Americans fought the cold with insulated parkas this season and sales reflected cold and snowy La Niña conditions. Insulated parka sales finished the season up 24% in units sold and up 24% in dollars sold to $394 million in total sales.

The 2011 Report covers a variety of retail channels including snow sports specialty shops, chain stores and the Internet. The easy-to-follow analysis also features stand-alone chapters for alpine, snowboard, cross country, Telemark, backcountry-Randonee/AT, equipment/apparel accessories and apparel categories.

Full reports on the market for women’s specific and junior’s specific snow sports products will also be available soon. Stay tuned.

If you have any questions or need anything else please contact Kelly Davis, SIA’s Director of Research at KDavis@snowsports.org or by phone at 703.506.4224. Snow Sports Pop Quiz

  • How many Americans consider themselves skiers and/or riders?
  • How many alpine skis, with waists wider than 80MM, sold during the 2010/2011 season?
  • Is reverse camber a serious trend or just a fad?
  • What’s the average retail margin for insulated parkas in specialty shops?
  • How many alpine skiers also ride a snowboard? (Hint, it’s more than 2 million)
  • How many helmets were sold this season?
  • Who or what is La Niña?

Get all of the answers to these questions and thousands more with the 34th annual SIA Snow Sports Market Intelligence Report is almost here. The 2011 Snow Sports Market Intelligence Report provides valuable insight into retail sales, participation trends, demographics for snow sports participants, analysis of the season’s weather, and an overview of economic health of the entire snow sports industry. The 2011 Snow Sports Market Intelligence Report is available to SIA members for FREE and to non-SIA members for $425. A link to the Intelligence Report will be emailed to SIA Retail Members next week.

Sample of highlights in the report:
Snow Sports market sales reached a record $3.3 billion last season as La Niña conditions blanketed the U.S. with 29% more snow than average.

  • Apparel sales $1.2 billion
  • Equipment Sales $902 million
  • Accessories sales $1.2 billion

Hot trends in the market that are expected to continue through the 2010/11 season include:

  • Alpine skis (flat skis sold without bindings) in the 80mm-110mm waist width category were up 74% in dollars sold on more than 74,000 units compared to 47,000 units sold last season.
  • Women’s ski sales increased 20% in units sold and 26% in dollars sold this season. Out of a total 419,000 alpine skis sold this season, 149,000 were women’s models.
  • AT/Randonee equipment sales finished the season up 90% overall in dollars sold, and up 87% in units sold. Most notably, AT/Randonee boots sales finished up 126% in units and up 124% in dollars sold.
  • Reverse/Mixed camber ski sales finished the season up 134% in units and 129% in dollars. Approximately 54,000 pairs of reverse camber/mixed camber skis were sold this season.
  • Reverse camber snowboard sales were up 36% in units and 41% in dollars sold. In fact, 63% of all current season model boards sold this season have reverse camber.
  • Americans fought the cold with insulated parkas this season and sales reflected cold and snowy La Niña conditions. Insulated parka sales finished the season up 24% in units sold and up 24% in dollars sold to $394 million in total sales.

The 2011 Report covers a variety of retail channels including snow sports specialty shops, chain stores and the Internet. The easy-to-follow analysis also features stand-alone chapters for alpine, snowboard, cross country, Telemark, backcountry-Randonee/AT, equipment/apparel accessories and apparel categories.

Full reports on the market for women’s specific and junior’s specific snow sports products will also be available soon. Stay tuned.

If you have any questions or need anything else please contact Kelly Davis, SIA’s Director of Research at KDavis@snowsports.org or by phone at 703.506.4224.