Perspective is the reason we analyze trends, to make sure that our view of the season is balanced and not a product of emotional reaction to the current economic situation. Last season, consumers purchased 1,128,804 total downhill sliding devices (alpine skis and snowboards); 595,563 pairs of alpine skis and 533,151 snowboards. That total was above the average totals for the 1999/2000 – 2009/2010 seasons.
Sliding device sales last peaked in 1999/2000 as the rush to buy shaped skis was tapering and the rush to buy snowboards was truly ramping up. The chart on sales of sliding devices shown below confirms that snowboarding pushed sales over 1 million total sliding devices and supported an increase in participation of about 1 million persons.
Further examination into the participation data reveals that many choose snowboarding rather than skiing but would certainly choose one or the other sport. Additionally, many choose to participate in both. In fact, 26% of snowboarders also participate in alpine skiing, and 18% of alpine skiers also participate in snowboarding.
For more trends and data on participation and sales get your copy of the 2010 Snow Sports Market Intelligence Report scheduled for release the second week of September. The Snow Sports Market Intelligence Report is the most comprehensive report on snow sports sales, participation and overall trends available in the snow sports market. This report gives you an unprecedented quantitative review of the most recent snow sports season from detailed retail data in every product category including alpine ski, snowboard, telemark ski, cross country ski, backcountry ski, snowshoe, apparel, and accessories as well as U.S. participation in each snow sports discipline. The Snow Sports Market Intelligence Report is an invaluable resource for anyone building a business plan, formulating a sales strategy, designing a marketing campaign, negotiating credit, developing a budget or just trying to learn about the snow sports business. For more information regarding the Snow Sports Market Intelligence Report or about other SIA Research products and services please contact SIA’s Research Director, Kelly Davis at KDavis@snowsports.org, 703.506.4224.
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