SIA Releases 2010 Market Intelligence Report

SIA has released its 2010 Snow Sports Market Intelligence Report, which is tracks the activity of the $2.94 billon Snow snow sports market for the 2009/2010 season. The report indicated that helmet sales increased again for the season, up 23% to 1.2 million units sold. Apparel sales were at $1.1 billion, equipment sales were $799 million, and accessories sales came in at $1 million. Reverse camber board sales were also noted, seeing a 26.5% increase in sales over last season.

Celebrating its 33rd annual update, the 2010 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 2010 Snow Sports Market Intelligence Report is available to non-SIA members for $425.

Sample of highlights in the report:
Snow sports market sales reached $2.94 billion last season, second only to sales during the 2007/2008 season that brought in $3 billion.

Apparel sales $1.1 billion
Equipment Sales $799 million
Accessories sales $1 billion
Hot trends in the market that are expected to continue through the 2010/2011 season include:

Helmet sales increased 23% to 1.2 million units sold.
Reverse camber snowboard sales increased 26.5% in units and brought in double the dollars sold last season.
Back country skis sales were up 57% in units sold through the 2009/2010 season.
Winter boots brought $87 million into the market last season as snow sports retailers sold 877,000 pairs of boots.
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 the economy affect the snow sports market in 2009/2010?
The 2010 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 or by phone at 703.506.4224.