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SIA Releases 2010 Snow Sports Market Intelligence Report

September 24, 2010 1:10 PM



Exclusive Insight on $2.94 Billon Snow Sports Industry


MCLEAN, Va. (Sept. 23, 2010) – SnowSports Industries America (SIA) is pleased to announce the release of the 2010 Snow Sports Market Intelligence Report, a wide-ranging report of activity in the snow sports marketplace during the 2009/2010 season.


This highly valuable information is only available through SIA. Few industries have a source of detailed and comprehensive market data that rivals the information offered in the 2010 SIA Snow Sports Market Intelligence Report.


SIACelebrating 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 KDavis@snowsports.org or by phone at 703.506.4224.



About SIA


SnowSports Industries America (SIA) is the national not-for-profit, North American member-owned, trade association representing the snow sports industry. Established in 1954, SIA annually produces the SIA Snow Show, the largest snow sports industry trade show, on-snow demo and networking environment globally, while delivering invaluable data/research reports including the Snow Sports Market Intelligence Report, SnowSports RetailTRAK and Executive Market Summary.


SIA also develops marketing products, programs and services such as logistics and Government affairs that help our Members operate more efficiently and increase participation in snow sports. For more information, check out snowsports.org. SnowSports Industries America, 8377-B Greensboro Drive, McLean, VA 22102-3587. Phone: 703.556.9020, Fax: 703.821.8276, Email: SIAmail@snowsports.org.

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