State of the SNOWBOARD Market January 2014

Transcription

1 State of the SNOWBOARD Market January 2014

2 THE SNOW SPORTS MARKET 60K FT VIEW Sales reached $2.3B, up 9% in $ and up 7% in units sold through December 19.3M participants 7M who didn t participate but consider themselves skiers/riders Channels: Specialty, $1B up 7% in units and up 8% in dollars Internet, $548M - up 1% in units and up 12% in dollars Chain Stores, $496M up 11% in units and up 10% in dollars Categories Apparel, $985M up 2% in units and up 7% in dollars Accessories, $734M - up 10% in units and up 15% in dollars Equipment, $541M - up 5% in units and up 6% in dollars Source: *SIA RetailTRAK produced by Leisure Trends, a NPD Group Company - August to December 2013 Carryover Included

3 SALES BY MONTH Sales by Month 2010/ December 2013 $1,200,000,000 $1,000,000,000 $1.15B $1.1B $800,000,000 $600,000,000 $400,000,000 $200,000,000 +7% +6% +7% +14% $0 August - September October November December January February March 2010/ / / /2014

4 SNOWBOARD EQUIPMENT

5 Total snowboard alpine equipment sales through Dec 31 = $167,199,430 a 2% increase SALES BY CHANNEL Snowboard Dollar Sales Aug-Dec 2013 v. Aug-Dec 2012 Prior Season to Date Season to Date $97,339,836 $94,499,856 $47,619,218 $54,024,317 $19,026,274 $18,675,257 Snowboard Equipment Snowboard Equipment Snowboard Equipment Chain Internet Specialty

6 AVERAGE PRICES BY CHANNEL Average Retail as values Prior Season to Date Season to Date YTD Change YTD Growth Chain Snowboards $ $ ($2.44) -1.32% Snowboard Boots $ $ ($5.43) -5.00% Snowboard Bindings $99.78 $95.57 ($4.21) -4.22% Internet Snowboard Equipment $ $ ($5.90) -4.61% Snowboards $ $ ($12.31) -4.05% Snowboard Boots $ $ $ % Snowboard Bindings $ $ $ % Specialty Snowboard Equipment $ $ $ % Snowboards $ $ ($4.40) -1.52% Snowboard Boots $ $ $ % Snowboard Bindings $ $ $ % Snowboard Equipment $ $ $ %

7 Dollars Sold as values SNOWBOARD EQUIPMENT $ SALES BY REGION Snowboard Equipment Specialty Shop Sales Aug-Dec 2013 v. Aug-Dec 2012 $40,000,000 $35,000,000 $30,000,000 $25,000,000 $20,000,000 $15,000,000 $10,000,000 $5,000,000 $0 Snowboard Equipment Snowboard Equipment Snowboard Equipment Snowboard Equipment Midwest West Northeast South Prior Season to Date $16,055,754 $32,422,332 $36,024,400 $12,837,349 Season to Date $16,888,997 $33,385,473 $30,684,392 $13,540,994

8 INVENTORIES Units in Specialty Inventories Dec 31, 2013 v. Dec 31, 2012 Prior Season to Date Season to Date 93,143 74,918 39,126 29,949 30,114 25,503 23,903 19,466 Snowboards Snowboard Boots Snowboard Bindings Snowboard Equipment

9 SELL THROUGH Snowboard Equipment Sell Through in Specialty Shops Dec 31, 2013 v. Dec 31, 2012 Prior Season to Date Season to Date 51.6% 43.3% 43.3% 46.8% 46.0% 37.9% Snowboards Snowboard Boots Snowboard Bindings

10 RETAIL MARGIN Specialty Retail Margins Aug-Dec 2013 v. Aug-Dec 2012 Prior Season to Date Season to Date 38.4% 37.3% 35.5% 36.0% 35.0% 35.1% 33.4% 33.9% Snowboards Snowboard Boots Snowboard Bindings Snowboard Equipment

11 SNOWBOARD SALES BY PRICE POINTS Snowboard unit sales by pricepoint Aug-Dec 2013 v. Aug-Dec ,000 90,000 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000 0 Below $100 $ to $ $ to $ $ to $ $ to $ $ to $ $ to $ $ to $ $ to $ Prior Season to Date Season to Date

12 Units Sold MEN S AND WOMEN S Snowboard Women's and Men's Equipment Sales Aug-Dec 2013 v. Aug-Dec , , , , , , ,000 0 Snowboards Snowboard Boots Snowboard Bindings Snowboard Equipment Snowboards Snowboard Boots Snowboard Bindings Snowboard Equipment Mens Womens Prior Season to Date 201, , , ,835 49,378 65,464 53, ,252 Season to Date 207, , , ,147 47,438 66,715 52, ,813

13 Units Sold JUNIOR Junior Snowboard Equipment Sales Aug-Dec 2103 v. Aug-Dec 2012 All Junior Sales up 5% 70,000 Boys up 4% 60,000 50,000 40,000 30,000 20,000 Girls up 17% 10,000 0 Snowboards Snowboard Boots Snowboard Bindings Snowboard Equipment Snowboards Snowboard Boots Snowboard Bindings Snowboard Equipment Boys Girls Prior Season to Date 24,755 21,918 13,552 60,225 5,085 1,081 1,049 7,215 Season to Date 26,214 21,268 14,953 62,435 5,663 1,132 1,644 8,439

14 ACTION CAMERAS Action Cameras Action Cameras 81,086 68,413 60,960 21, /2011 Aug-Dec 2011/2012 Aug-Dec 2012/2013 Aug-Dec 2013/2014 Aug-Dec

15 SNOWBOARD EQUIPMENT TRENDS Junior snowboard sales UP girls up 17% Inventories leaner Margins are up Sell through is up Online Sales are up and online average prices are higher than specialty or chain Specialty Sales up in all regions but the Northeast

16 MORE DATA? Topline Data Free to all SIA members Brand Share (product level) Available by Subscription through SIA Executive Reports Executive Market Summary Intelligence Reports Sales and Orders Participant Study Snow Sports Insiders Consumer Panel Special Reports including Generation series, uniform, Rental Equipment, Growing the Snow Sports Business and more including custom research services.

17 PARTICIPANTS AND PARTICIPATION

18 Number of Participants (000's) PARTICIPANTS 14,000 12,000 10,000 8,000-19% -3% 6, % 4,000-23% 2,000 0 Cross Country Alpine Ski Snowboard Freeski Snowshoe Telemark Ski Ski 2008/2009 Season 10,346 7,159 3,848 2,711 4,922 1, /2010 Season 10,919 7,421 4,157 2,950 3,431 1, /2011 Season 11,504 8,196 4,530 3,647 3,823 1, /2012 Season 10,201 7,579 4,318 3,641 4,111 2, /2013 Season 8,243 7,351 3,307 5,357 4,029 2,766

19 SNOWBOARD PARTICIPANT PROFILE

20 Snowboarders (000's) SNOWBOARD AGE Snowboard Participants by Age Group 3,000 2,500 2,000 1,500 1, and Under 2008/2009 2,266 2,006 1, /2010 2,367 2,048 1, /2011 2,561 1,874 1,983 1, /2012 2,025 1,874 2, /2013 2,102 1,808 1,955 1,

21 % who report riding on terrain SNOWBOARD TERRAIN PREFERENCES Snowboard Terrain Preferences 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Resort- Marked Trails Resort Backountry Ungroomed Terrain Non-Resort Backcountry Ungroomed Terrain Terrain Park Urban Area Golf Course Other 2008/ % 17.0% 15.0% 19.0% 11.0% 3.0% 7.0% 2009/ % 14.2% 16.3% 15.1% 8.3% 2.4% 5.3% 2010/ % 12.6% 17.3% 12.0% 12.3% 3.7% 8.4% 2011/ % 9.4% 12.6% 13.3% 8.8% 2.1% 4.4% 2012/ % 13.0% 11.0% 12.0% 9.0% 4.0% 4.0%

22 PARTICIPANTS AND TERRAIN

23 Units Sold SPLITBOARD SALES Splitboard Sales by Channel Aug-Dec 2010 to Aug-Dec ,000 2,500 2,000 1,500 1, Chain Internet Specialty All Stores 2010/2011 Aug-Dec /2012 Aug-Dec 27 1, , /2013 Aug-Dec 78 1, , /2014 Aug-Dec 139 2, ,956

24 PARTICIPATION Skier/Rider Vists Skier/Rider Vists

25 WEATHER January 20, 2013 January 20, 2014

26 GROWING PARTICIPATION Learn to Ski and Snowboard Month Bring a Friend Passport and Snow Pass Programs Olympics? Local/Small Hills? Terrain based Learning and Riglet Parks Opportunities? Snowboard Committee

27 THE GENERATIONS GEN Z Gen Z Yet to be named circa present Tech Dependent raised on constant connected, social media, immediate satisfaction of curiosity and material needs Post 911 generation that doesn t remember a world before the war on terror Environmentally/socially responsible Environmental and social justice threats more real to them Avid Multi-taskers they want to do it all Nurtured by authority figures Diverse large generation defined by more ethnic and character diversity Socially casual relationships are not as structured some researchers question whether this generation will re-define marriage and other standard relationship models

28 IN THEIR WORDS GEN Z Think of five words that best describe a typical snowboarder.

29 THE GENERATIONS OF SNOWBOARD Gen Y The Millenials circa , 51% of snowboarders Tech Savy - Generation Y grew up with technology and rely on it Family Centric Family and experiences first over material wealth Team/Group oriented team sports, organized play dates, and social media make this a generation about inclusion Nurtured by authority, not always respectful to it and often skeptical of it

30 IN THEIR WORDS GEN Y Think of five words that best describe a typical snowboarder.

31 THE GENERATIONS GEN X Gen X circa Independent/individualist valuing freedom, resourcefulness and selfsufficiency Anti-authority - many in this generation display a casual disdain for authority and structured activities including work hours. Tech adept we built the Internet. Connected via social media, addicted to our phones Work hard/play hard attitude Climate Change 41% disengaged according to the LSAY (see footnote)

32 IN THEIR WORDS GEN X Think of five words that best describe a typical snowboarder.

33 IN THEIR WORDS BABY BOOMERS Think of five words that best describe a typical snowboarder.

34 CONCLUSIONS Market is up overall but drought in the Pacific region threatens Programs promoting participation in snow sports are working what s next? Terrain based learning and riglet parks may be driving increased youth participant numbers and equipment sales. More than 80% of participants in snowboard are under 35 Gen X marketing messages don t resonate with those age groups need better consumer research

35 DISCUSSION GROUPS Break into groups of 3 to 5 persons Topic: What question/s about the snowboard category would you like SIA Research to answer? Q and A 10 minutes

36 CONTACT SIA RESEARCH Kelly Davis Emily Ohara Western SIA Rep Dave Wray, Mountain and Mid-West SIA Rep Reddy Kennedy, East Coast SIA Rep Ed Wray,