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Hunting and Fishing Equipment - US - February 2010

The $7 billion hunting and fishing equipment market experienced 22% growth from 2005-09. While growth has accelerated in the face of the economic recession in large part due to increased sales of firearms and ammunition rose prior to and just after the 2008 presidential election, the “new normal”, in which Americans are more concerned about discretionary purchases related to travel, suggests that there is an opportunity going forward in the sales of hunting and fishing equipment the size of which has not been seen since the 1970s. This report aims to help both manufacturers and retailers to capitalize on this potentially burgeoning arena. The report uses primary and secondary data to analyze:

  • Why hunting and firearms equipment sales are growing even as the economy in recession has left less discretionary income for most households
  • How imports of hunting and fishing equipment have affected segments in very different ways
  • What fish and game are the most common quarry
  • What share of firearms purchased are for hunting relative to home/self-protection
  • What new products are improving performance and keeping costs down, and how environmental regulations are driving innovation
  • The importance of family trips to gaining female participation in hunting and fishing
  • The share of respondents who prefer to buy products from companies that support causes they believe in even if the products are not priced higher
  • Changes in fishing behavior with age including predilections for social activity and solo activity
  • How age affects consumption of media regarding hunting and fishing
  • The role of urbanites in sales
  • Attitudes toward guns and safety
  • Ownership of guns and interest in first-time purchasing
  • Minority participation
  • Cross-promotion of hunting and fishing equipment
  • Use of online shopping and browsing compared to brick-and-mortar shopping and browsing

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising and promotions
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Market at a glance
                        • Where and how purchases are made
                          • More sportsmen live in urban areas
                            • Know the local resources
                              • Gender and racial/ethnic gap stifles growth
                                • Presence of children important to participation
                                  • Bass, big game most popular
                                    • Suppliers focus on specific type equipment in fractured market
                                      • Specialty choke tubes and increasing customization
                                        • Non-toxic shot for waterfowl challenging to manufacturers
                                          • Fishing electronics get cutting edge
                                            • Participation skews white, male
                                              • Limited relationship between active and lifetime participants
                                                • Substantial variation in spend
                                                  • Women engage in fishing as a family activity
                                                    • Higher media interaction among under-35s
                                                      • Cause-related branding effective for one in three
                                                        • Substantial room for growing gun sales for non-hunters
                                                        • Insights and Opportunities

                                                          • Youth experience/introduction to sports
                                                            • Focus on conservation
                                                              • Marketing across activities
                                                                • Figure 1: Participation in fishing and hunting, by participation in hunting or fishing, April 2008-June 2009
                                                              • Focusing on urbanites
                                                              • Inspire Insights

                                                                  • Trend: Carnivore, Herbivore, Locavore
                                                                    • What it means for the market
                                                                      • Trend: Ego is All
                                                                        • What it means for the market
                                                                          • Trend: College by Corporate Sponsorship
                                                                            • Trend: Living Better, Longer
                                                                              • Trend: Stress Society
                                                                                • What it means for the market
                                                                                  • Trend: Customization
                                                                                    • What it means for the market
                                                                                    • Market Size and Forecast

                                                                                      • Key points
                                                                                        • Slow growth excepting uptick related to fears of gun control laws
                                                                                          • Figure 2: U.S. sales of hunting and fishing equipment, at current prices, 2005-13
                                                                                          • Figure 3: U.S. sales of hunting and fishing equipment, at inflation-adjusted prices*, 2005-13
                                                                                      • The Import Market

                                                                                        • Key point
                                                                                          • Cheaper imports dampen price points of tackle
                                                                                            • Figure 4: Imports of fishing tackle, nets, hunting decoys/birds, parts and accessories, customs value by country, 2006-09
                                                                                            • Figure 5: Imports of sporting guns, customs value by country, 2006-09
                                                                                            • Figure 6: Imports of pistols and revolvers, customs value by country, 2006-09
                                                                                        • Segment Performance

                                                                                          • Divergent sales trends; hunting up and fishing down
                                                                                            • Figure 7: U.S. sales of hunting and fishing equipment, by segment, 2007 and 2009
                                                                                            • Figure 8: U.S. sales of hunting and fishing equipment, by segment, 2005-13
                                                                                        • Segment Performance—Hunting and Shooting Equipment

                                                                                          • Key points
                                                                                            • Hunting guns account for largest share of gun sales
                                                                                              • The Obama effect
                                                                                                • Ammunition prices also help drive sales
                                                                                                  • Figure 9: U.S. sales and forecast of hunting equipment, at current prices, 2005-13
                                                                                              • Segment Performance—Fishing Equipment

                                                                                                • Key points
                                                                                                  • Sales began to slow before recession
                                                                                                    • Figure 10: U.S. sales and forecast of fishing equipment, at current prices, 2005-13
                                                                                                • Retail Channels

                                                                                                  • Key points
                                                                                                    • Multichannel dominates retail
                                                                                                      • Destinations, not just shopping
                                                                                                        • Variety of other outlets for fishing and hunting
                                                                                                          • Figure 11: Attendance at fishing shows, by age, November 2009
                                                                                                        • Where and how purchases are made
                                                                                                            • Figure 12: Hunting and fishing shopping behavior in past month, November 2009
                                                                                                          • Specialty outdoor retailer profiles
                                                                                                            • Bass Pro Shops
                                                                                                              • Cabela’s
                                                                                                                • Cabela’s focus on urban areas
                                                                                                                  • Gander Mountain Co.
                                                                                                                    • The Orvis Company, Inc.
                                                                                                                      • The Sportsman’s Guide Inc.
                                                                                                                        • The Sportsman’s Warehouse, Inc.
                                                                                                                          • Specialty sporting goods retailers
                                                                                                                            • Dick’s Sporting Goods, Inc.
                                                                                                                              • The Sports Authority, Inc.
                                                                                                                                • Big 5 Sporting Goods Corporation
                                                                                                                                  • Mass merchandisers
                                                                                                                                  • Market Drivers

                                                                                                                                    • Key points
                                                                                                                                      • The rural population: Higher participation but lower overall numbers
                                                                                                                                        • Gender, racial/ethnic gaps leave out majority of population
                                                                                                                                          • Gender
                                                                                                                                            • Figure 13: Participation in select outdoor activities, by gender, November 2009
                                                                                                                                            • Figure 14: U.S. population aged 18+, by gender, 2005-15
                                                                                                                                          • Minorities
                                                                                                                                            • Figure 15: Participation in select outdoor activities, by race/Hispanic origin, November 2009
                                                                                                                                            • Figure 16: Population, by race and Hispanic origin, 2005-15
                                                                                                                                          • Participation over long term has fallen
                                                                                                                                            • Figure 17: U.S. anglers and hunters, aged 16 and older, 1991-2006
                                                                                                                                            • Figure 18: Participation in hunting and fishing, 2000/01-2008/09
                                                                                                                                          • Presence of children
                                                                                                                                            • Figure 19: Participation in fishing and hunting, by presence of children, November 2009
                                                                                                                                            • Figure 20: Households, by presence of children, 1999-2009
                                                                                                                                            • Figure 21: Hunting and fishing participation by 6-15 year olds, 1980-2005
                                                                                                                                          • Fragment market based on type of hunting or fishing
                                                                                                                                            • Figure 22: Specific fish types of sought, by number of anglers and number of days, 2006
                                                                                                                                            • Figure 23: Animals hunted for, by number of hunters and number of days, 2006
                                                                                                                                          • Politics
                                                                                                                                            • Regulations drive sales regionally
                                                                                                                                              • Down economy has potential upside for fishing and hunting
                                                                                                                                                • Economy affects travel plans and leaves more time for hunting and fishing
                                                                                                                                                  • Figure 24: How economic downturn has affected travel plans in past 12 months, February 2009
                                                                                                                                              • Leading Companies

                                                                                                                                                • Key points
                                                                                                                                                  • Hunting (guns, ammunition and bows/arrows)
                                                                                                                                                    • Freedom Group Inc.
                                                                                                                                                      • Browning International (Browning and Winchester Firearms)
                                                                                                                                                        • Olin Corporation (Winchester Ammunition)
                                                                                                                                                          • O.F. Mossberg & Sons, Inc.
                                                                                                                                                            • Beretta Holding Group
                                                                                                                                                              • Federal Premium Ammunition
                                                                                                                                                                • Bows
                                                                                                                                                                  • BowTech
                                                                                                                                                                    • Mathews Inc.
                                                                                                                                                                      • Hoyt Archery
                                                                                                                                                                        • Arrows
                                                                                                                                                                          • Fishing
                                                                                                                                                                            • Daiwa Corporation
                                                                                                                                                                              • Shimano Inc.
                                                                                                                                                                                • Pure Fishing Inc.
                                                                                                                                                                                  • Zebco Holdings, Inc.
                                                                                                                                                                                    • St. Croix Rods
                                                                                                                                                                                      • Strike King Lure Company
                                                                                                                                                                                        • Rapala VMC Corporation
                                                                                                                                                                                        • Brand Qualities

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Firearms manufacturers focus on long history
                                                                                                                                                                                              • Winchester
                                                                                                                                                                                                • Remington
                                                                                                                                                                                                  • Beretta
                                                                                                                                                                                                  • Innovation and Innovators

                                                                                                                                                                                                    • Specialty choke tubes, increasing customization in new shotgun models
                                                                                                                                                                                                      • Non-toxic shot for waterfowl hunting
                                                                                                                                                                                                        • Fishing electronics: new sonar systems
                                                                                                                                                                                                        • Advertising and Promotion

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Overview
                                                                                                                                                                                                              • Television ads
                                                                                                                                                                                                                • Winchester ads
                                                                                                                                                                                                                  • Inspire a yearning to be outdoors
                                                                                                                                                                                                                    • Figure 25: Bass Pro Shops TV ad, 2009
                                                                                                                                                                                                                  • Fast or slow motion, adrenaline is key
                                                                                                                                                                                                                    • Figure 26: Beretta TV ad, 2009
                                                                                                                                                                                                                    • Figure 27: Browning Citori Shotgun TV ad, 2009
                                                                                                                                                                                                                  • Quiet strength
                                                                                                                                                                                                                    • Figure 28: Octane Archery TV ad, 2009
                                                                                                                                                                                                                  • Education and a little gore
                                                                                                                                                                                                                    • Figure 29: BloodRunner TV ad, 2009
                                                                                                                                                                                                                  • You can count on it
                                                                                                                                                                                                                    • Figure 30: API Outdoors TV ad, 2009
                                                                                                                                                                                                                • Lifetime Participation

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Majority have camped and fished
                                                                                                                                                                                                                        • Figure 31: Experience camping, fishing, shooting and hunting, by demographics, November 2009
                                                                                                                                                                                                                    • Recent Participation

                                                                                                                                                                                                                      • Less than half of lifetime participants were involved in the past year
                                                                                                                                                                                                                        • Figure 32: Last participation in hunting, fishing, or shooting, November 2009
                                                                                                                                                                                                                      • Profile of active hunters and fishers
                                                                                                                                                                                                                        • Figure 33: Participation in fishing and hunting, profile by demographics, April 2008-June 2009
                                                                                                                                                                                                                      • Frequency of participation in outdoor sports
                                                                                                                                                                                                                        • Figure 34: Frequency of fishing, hunting, or shooting in past year, November 2009
                                                                                                                                                                                                                        • Figure 35: Frequency of fishing, hunting, or shooting in past year, mean number of days, by presence of children in household, November 2009
                                                                                                                                                                                                                        • Figure 36: Frequency of fishing, hunting, or shooting in past year, mean number of days, by gender, November 2009
                                                                                                                                                                                                                    • Sports with Low Entry Costs but Opportunity to Spend Lavishly

                                                                                                                                                                                                                        • Figure 37: Fishing and hunting equipment expenditures in past year, November 2009
                                                                                                                                                                                                                        • Figure 38: Fishing and hunting equipment expenditures in past year, mean spend, by gender and presence of children in household November 2009
                                                                                                                                                                                                                    • Media and Communications

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Higher media interaction among under-35s
                                                                                                                                                                                                                          • Figure 39: Participation in fishing and hunting-related activies in past month, by age, November 2009
                                                                                                                                                                                                                        • Online distribution of programming
                                                                                                                                                                                                                          • Figure 40: Interest in online hunting and fishing programming, by gender, November 2009
                                                                                                                                                                                                                          • Figure 41: Interest in online hunting and fishing programming, by age, November 2009
                                                                                                                                                                                                                        • Direct communications not fully exploited
                                                                                                                                                                                                                          • Figure 42: Receipt of and interest in direct mail and email hunting and fishing promotions, by gender, November 2009
                                                                                                                                                                                                                        • Cause-based branding
                                                                                                                                                                                                                          • Figure 43: Interest in cause-related branding in relation to hunting and fishing, by age, November 2009
                                                                                                                                                                                                                      • Solitude and Togetherness

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Solo and family fishing
                                                                                                                                                                                                                            • Figure 44: Solo and family fishing, by gender, November 2009
                                                                                                                                                                                                                            • Figure 45: Solo and family fishing, by age, November 2009
                                                                                                                                                                                                                          • Solo and family hunting
                                                                                                                                                                                                                            • Figure 46: Solo and family hunting, by gender, November 2009
                                                                                                                                                                                                                            • Figure 47: Solo and family hunting, by age, November 2009
                                                                                                                                                                                                                        • Guns and Safety

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • Substantial room for growing gun sales for non-hunters
                                                                                                                                                                                                                              • Figure 48: Ownership of guns, interest in purchasing guns and interest in learning to shoot, by age, November 2009
                                                                                                                                                                                                                              • Figure 49: Ownership of guns, interest in purchasing guns and interest in learning to shoot, by gender, November 2009
                                                                                                                                                                                                                              • Figure 50: Ownership of guns, interest in purchasing guns and interest in learning to shoot, by household income, November 2009
                                                                                                                                                                                                                            • Majority see danger in their neighborhood
                                                                                                                                                                                                                              • Figure 51: Attitudes regarding guns and safety, by age, November 2009
                                                                                                                                                                                                                          • Equipment Owned, Purchased in Past Year

                                                                                                                                                                                                                              • Figure 52: Ownership of hunting, fishing, or camping equipment, by gender, April 2008-June 2009
                                                                                                                                                                                                                              • Figure 53: Purchase of hunting, fishing, or camping equipment in past year, by gender, April 2008-June 2009
                                                                                                                                                                                                                              • Figure 54: Ownership of hunting, fishing, or camping equipment, by participation in hunting or fishing, April 2008-June 2009
                                                                                                                                                                                                                              • Figure 55: Purchase of hunting, fishing, or camping equipment in past year, by particiption in hunting or fishing, April 2008-June 2009
                                                                                                                                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Gun ownership low among blacks and Asians
                                                                                                                                                                                                                                • Figure 56: Guns and safety, by race/Hispanic origin, November 2009
                                                                                                                                                                                                                              • Attitudes and behaviors regarding fishing
                                                                                                                                                                                                                                • Figure 57: Attitudes regarding fishing, by race/Hispanic origin, November 2009
                                                                                                                                                                                                                              • Attitudes and behaviors regarding hunting
                                                                                                                                                                                                                                • Figure 58: Attitudes/opinions regarding hunting, by Hispanic/non-Hispanic, November 2009
                                                                                                                                                                                                                            • Custom Consumer Groups: Mosaic Groups

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Small towns/rural Americans twice as likely to be active
                                                                                                                                                                                                                                    • Figure 59: Participation in the past year in hunting, fishing, and shooting, by Mosaic group, part 1, April 2008-June 2009
                                                                                                                                                                                                                                    • Figure 60: Participation in hunting, fishing, and shooting, by Mosaic group, part 2, April 2008-June 2009
                                                                                                                                                                                                                                    • Figure 61: Participation in hunting, fishing, and shooting, by Mosaic group, part 3, April 2008-June 2009
                                                                                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                                                                                    • Outdoorsmen
                                                                                                                                                                                                                                      • Mostly Fishin’
                                                                                                                                                                                                                                        • Riding Shotgun
                                                                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                                                                            • Figure 62: Fishing, hunting, shooting, or camping clusters, November 2009
                                                                                                                                                                                                                                            • Figure 63: Lifetime participation in fishing, hunting, shooting, or camping, by fishing, hunting, shooting, or camping clusters, November 2009
                                                                                                                                                                                                                                            • Figure 64: Use of fishing/hunting media, by fishing, hunting, shooting, or camping clusters, November 2009
                                                                                                                                                                                                                                            • Figure 65: Retail visits and equipment purchase in past month, by fishing, hunting, shooting, or camping clusters, November 2009
                                                                                                                                                                                                                                            • Figure 66: Gun ownership and gun attitudes, by fishing, hunting, shooting, or camping clusters, November 2009
                                                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                                                            • Figure 67: Fishing, hunting, shooting, or camping clusters, by gender, November 2009
                                                                                                                                                                                                                                            • Figure 68: Fishing, hunting, shooting, or camping clusters, by age, November 2009
                                                                                                                                                                                                                                            • Figure 69: Fishing, hunting, shooting, or camping clusters, by household income, November 2009
                                                                                                                                                                                                                                            • Figure 70: Fishing, hunting, shooting, or camping clusters, by race, November 2009
                                                                                                                                                                                                                                            • Figure 71: Fishing, hunting, shooting, or camping clusters, by Hispanic origin, November 2009
                                                                                                                                                                                                                                          • Cluster methodology:
                                                                                                                                                                                                                                          • Appendix: Detailed Consumer Expenditures Tables

                                                                                                                                                                                                                                              • Figure 72: Expenditures for fishing equipment, 2006
                                                                                                                                                                                                                                              • Figure 73: Expenditures for hunting equipment, 2006
                                                                                                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                            • Participation in past 12 months
                                                                                                                                                                                                                                              • Figure 74: Participation in selected sports, age 7 and older, 2000-08
                                                                                                                                                                                                                                              • Figure 75: Hunting and fishing shopping behavior in past month, by age, November 2009
                                                                                                                                                                                                                                              • Figure 76: Interest in direct mail and email hunting and fishing promotions, by age, November 2009
                                                                                                                                                                                                                                              • Figure 77: Interest in learning to fish, by age, November 2009
                                                                                                                                                                                                                                              • Figure 78: Fishing shows and cause-related branding, by gender, November 2009
                                                                                                                                                                                                                                              • Figure 79: Cause-related branding for hunting, by gender, November 2009
                                                                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                            • Bass Pro Shops, Inc
                                                                                                                                                                                                                                            • Beretta USA, Corp.
                                                                                                                                                                                                                                            • Big 5 Sporting Goods Corporation
                                                                                                                                                                                                                                            • Browning USA
                                                                                                                                                                                                                                            • Cabela's Inc
                                                                                                                                                                                                                                            • Daiwa Sports Limited
                                                                                                                                                                                                                                            • Dick's Sporting Goods, Inc.
                                                                                                                                                                                                                                            • Fox Entertainment Group Inc.
                                                                                                                                                                                                                                            • Freedom Group, Inc.
                                                                                                                                                                                                                                            • Gander Mountain Company
                                                                                                                                                                                                                                            • Greenfield Online
                                                                                                                                                                                                                                            • International Trade Commission (ITC)
                                                                                                                                                                                                                                            • Jarden Corporation
                                                                                                                                                                                                                                            • La Redoute
                                                                                                                                                                                                                                            • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                                                                                                                            • National Sporting Goods Association
                                                                                                                                                                                                                                            • O.F. Mossberg & Sons, Inc.
                                                                                                                                                                                                                                            • Olin Corporation
                                                                                                                                                                                                                                            • Remington Products Company LLC
                                                                                                                                                                                                                                            • Shimano
                                                                                                                                                                                                                                            • Sporting Goods Manufacturers Association (SGMA)
                                                                                                                                                                                                                                            • Sportsman's Warehouse, Inc.
                                                                                                                                                                                                                                            • The Orvis Company Inc
                                                                                                                                                                                                                                            • The Sports Authority Inc
                                                                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                            • U.S. Bureau of the Census
                                                                                                                                                                                                                                            • US Department of Commerce
                                                                                                                                                                                                                                            • USA Today
                                                                                                                                                                                                                                            • W.C. Bradley Co.
                                                                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                                                                            • YouTube, Inc.

                                                                                                                                                                                                                                            Hunting and Fishing Equipment - US - February 2010

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