SIA releases 2011 Snow Sports Market Intelligence Report

Posted By: The Ski Channel on September 1, 2011 11:33 am

MCLEAN, Va. - SnowSports Industries America (SIA) is pleased to announce the release of the 2011 Snow Sports Market Intelligence Report, a wide-ranging report of activity in the snow sports marketplace during the 2010/11 season – which will be remembered for its record breaking sales and highest snowfall levels in twenty years.  Although the 2010/11 season was exceptional, there are many lessons that can be learned from what drove sales across the country.  Few industries offer a source of detailed and comprehensive market data like that of the SIA Snow Sports Market Intelligence Report. 

“The snow sports market brings in more than $3 billion in equipment, apparel and accessories and serves more than 21 million participants,” commented Kelly Davis, Director of Research for SIA.  “The Snow Sports Market Intelligence Report is a critical tool for anyone looking to measure the market, see hot trends and make educated business decisions.”

Celebrating its 34th annual update, the 2011 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 2011 SIA Snow Sports Market Intelligence Report is available to non-SIA members for $475 and is available to SIA members at no cost.

Sample of highlights in the report:
Snow sports market sales reached a record  $3.3 billion last season

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

2010/11 Season Stand-Out Trends:

  • 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 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.

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?
  • How did La Niña affect the snow sports market in 2010/2011?

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, snowshoe, equipment/apparel accessories and apparel categories.  

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