SIA INDUSTRY SNEAK PEAK SNOWBOARD REPORT

Transcription

1 SIA INDUSTRY SNEAK PEAK SNOWBOARD REPORT

2 Executive Summary for Snowboard Overall, snowboard equipment sales were down 7% in units and 3% in dollars at the end of the season. Snowboarders spent $293 million on equipment and $189 million on snowboard apparel. Boards $137 million Boots $85 million Bindings $71 million Reverse camber snowboard sales increased 26.5% in units and brought in double the dollars sold last season. Overall, snowboard sales were down 4% in units and 2% in dollars sold and 1 in 5 snowboards were sold at or below average retail cost. One quarter of all snowboards were sold at or below average retail cost in 2009/2010. Only 63% of Male Snowboarders who are heads of households have a Bachelor s Degree or higher level of education compared to 86% of male cross country skier, and 83% of male alpine skier heads of households. 12% of snowboarders are of Asian or Pacific Island decent, 7% are Latino, and 3% are African American. More than 25% of U.S. snowboarders live in the Pacific region. Snowboard boots sales declined 7% in units sold and 1% in dollars sold. Bindings sales were down 9% in units sold and 5% in dollars sold. Chain store sales have declined 24% in dollars sold over the past two seasons. In 2009/2010 alone, units sold were down 19% and dollars sold declined 18% to $50 million. 19% of all snowboard equipment was sold online in 2009/2010. Internet sales increased 1% in units and 10% in dollars this season. The first major wave of snowboarders was born between 1973 and 1980, just 7% of snowboard riders are older than 44 (27% of alpine skiers are 45 or older). 8% of snowboarders reported riding in urban areas, 2% rode on a golf course, and 16% snowboarded in the backcountry outside of resort areas at least once in 2008/ % of snowboarders also alpine ski, 29% lift weights, 10% surf, 11% ride a skateboard, 22% play tennis, 42% hike, and 20% play basketball. 2

3 Snowboarder Profile Snowboard Participant Profile Average Age 19 Gender 70.3% Male, 29.7% Female Heads of Household with Bachelor s Degree of Higher Level Male 63%, Female 80% Average Price Paid for A Snowboard at a Specialty Shop $ Average Price Paid for A Snowboard Online $ Average Price Paid for Snowboard Boots at a Specialty Shop $ Average Price for Bindings at a Specialty Shop $ State with the Most Snowboarders California Average Number of Days Riding $11.00 Percentage of Riders who also Alpine Ski 26% Total Snowboard Participation 7,421,000 Number of Male Riders Between the Ages of 13 and 34 3,844,078 Percentage of Snowboard Riders of Asian/Pacific Island Decent 11.9% Percentage of Snowboarders of Latino Decent 6.6% Percentage of Snowboarders of African American/Black Decent 2.6% Household Income Above $75K per Year 53% Source: NSGA Sports Participation Study, 2009 calendar year; NSAA Kottke National End of Season Survey 2009/2010, 2009/2010SIA Snow Sports RetailTRAK. 3

4 Snowboarder Participation The Long View Snowboarding is on the rise since a low in The NSGA Sports Participation Report has been a source of participation trends in snow sports for more than 20 years providing excellent data on longitudinal trends. However, the results are the product of 6,300 interviews completed with a structured panel across the U.S. while the SIA Snow Sports Participation Report from the Physical Activity Council is based on more than 41,500 interviews making the results mathematically more reliable. Other differences between the two studies include counting by season (SIA/Physical Activity Council) vs. Annually (NSGA), participated at least one time (SIA/PAC) vs. two times (NSGA), and age over six years (SIA/PAC) and age over seven years (NSGA). snowboarding snowboarding 2,061 2,254 3,711 2,516 3,635 3,313 4,347 5,343 5,589 6,309 6,572 5,987 5,204 5,063 5,854 6, * Source: NSGA Sports Participation Study, 2008 calendar year. * The drop from 1996 to 1997 most likely was due to sample error, not to a participation drop. 4

5 Snowboard Riders (,000s), Over 6 Years of Age and Participated at Least Once in A Season Snowboard Participation Short View SIA has been working for the past three seasons as a founding member of the Physical Activity Council to gather and analyze detailed information about sports and leisure participation in the U.S. The result is a highly detailed account of 117 different activities including snow sports. During January each year, more than 41,500 responses were collected from a nationwide sample of individuals and households. Snow sports results are measured seasonally rather than annually in this study. 7,500 7,400 7,300 7,200 7,100 7,000 6,900 6,800 6,700 6,600 6, / / /2009 Snowboard Participants 6,841 7,159 7,421 Source: SIA/Physical Activity Council 2006/ /2009 Snow Sports Participation. 5

6 Percentage in Ethnic Group Snow Sports Ethnic Mix 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Latino Asian/Pacific White/Caucasian African Other Islansder American/Black Alpine Ski 5.8% 9.0% 80.7% 2.4% 2.1% Snowboard 6.6% 11.9% 76.6% 2.6% 2.3% Cross Country 4.1% 10.8% 78.6% 2.7% 3.8% Freestyle Ski 9.5% 18.2% 64.3% 6.2% 1.8% Snowshoe 6.0% 12.5% 75.0% 2.7% 3.8% Source: SIA/Physical Activity Council 2008/2009 Snow Sports Participation. 6

7 Units Sold Unit Sales in All Snow Sports Stores 2006/ / , , , , , ,000 0 Freeride/Freestyle Freeride Freestyle All Mountain Junior Carryover Snowboard 2006/2007 5,023 79, ,004 97,306 45,067 48, , /2008 5, , , ,970 72, , , /2009 6,642 62, , ,142 60, , , /2010 8,768 40, , ,067 56, , ,151 Source: SIA RetailTRAK Snow Sports Topline Carryover included. 7

8 Dollars Sold Dollar Sales in All Channels 2006/ /2010 $160,000,000 $140,000,000 $120,000,000 $100,000,000 $80,000,000 $60,000,000 $40,000,000 $20,000,000 $0 Freeride/ Freestyle Freeride Freestyle All Mountain Junior Carryover Snowboard 2006/2007 $1,056,888 $24,051,166 $39,878,362 $29,924,005 $7,369,840 $7,804,507 $110,084, /2008 $1,309,563 $31,410,070 $48,426,764 $43,660,537 $11,113,489 $18,451,116 $154,371, /2009 $1,526,837 $16,587,642 $54,498,005 $36,140,269 $9,453,104 $21,472,441 $139,678, /2010 $2,774,813 $11,750,923 $55,306,038 $36,796,667 $8,953,950 $21,118,292 $136,700,683 Source: SIA RetailTRAK Snow Sports Topline Carryover included. 8