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Hunting and Fishing Equipment - US - February 2012

Despite slow growth in the overall U.S. economy, the hunting and fishing equipment market is a nearly $6 billion market that has grown by 22% between 2006 and 2010.

This report provides an up-close look at the hunting and fishing equipment market, including:

  • The role of imports
  • New product innovations
  • Changing demographics and other factors driving the market
  • The importance of going on trips, both alone and with families
  • Motivations for choosing particular brands of equipment
  • Behaviors and attitudes towards hunting and fishing trips
  • Logistical trip considerations
  • Shopping habits of hunting and fishing equipment purchasers

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Table of contents

  1. Scope and Themes

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

                    • Sales increase 5.6% to nearly $6 billion in 2010
                      • Hunting equipment boosts total sales, fishing equipment sales decline
                        • Lower-priced, smaller firearms are the new trend
                          • Consumers surveyed want to “buy American”
                            • Core market of hunters and anglers are hurting financially
                              • Hunting and fishing participation is on the decline
                                • Women anglers, young sportsmen provide opportunity
                                  • Legislation and higher licensing costs threaten access
                                    • Walmart most popular retail channel
                                      • Remington and Winchester most popular brands
                                        • Economy changing ways consumers think about buying
                                          • Sportsmen look to family and friends for advice, making social media highly effective marketing strategy
                                            • Sportsmen celebrate culture of conservation
                                            • Insights and Opportunities

                                              • Target small but growing market of women hunters
                                                  • Figure 1: Sports and fitness, by gender, April 2010-June 2011
                                                • Emphasize nature to introduce youth to hunting/fishing culture
                                                  • Urban taste for all things organic and locally grown presents opportunity
                                                  • Inspire Insights

                                                      • Inspire Insight: Fauxthenticity
                                                        • The feel of the hunt, cruelty-free
                                                          • Lasting, social memories
                                                            • Inspire Insight: Greenfluencers
                                                              • Back to nature: Hunting, fishing, and shooting
                                                                • Sportsmen’s alliances for a cause
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Slow and steady growth persists through slack economy
                                                                      • Figure 2: Total U.S. retail sales of hunting/firearms equipment and fishing equipment, 2006-16
                                                                      • Figure 3: Total U.S. retail sales of hunting/firearms equipment and fishing equipment, at inflation-adjusted prices, 2006-16
                                                                  • The Import Market

                                                                    • Key points
                                                                      • Asian countries top exporters of fishing equipment
                                                                        • Figure 4: Imports of fishing tackle, nets, hunting decoys/birds, parts and accessories, customs value, by country, 2007-10
                                                                      • Firearm imports sag due to prices, “buy-American” sentiment
                                                                        • Figure 5: Imports of sports guns, customs value, by country, 2007-10
                                                                      • Imports of pistols and revolvers have grown strongly since 2007
                                                                        • Figure 6: Imports of pistols and revolvers, customs value, by country, 2007-10
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • Number of hunters, anglers declining due to demographics
                                                                          • Figure 7: U.S. anglers and hunters aged 16 and older, 1996-2006
                                                                        • Aging Baby Boomers are hanging up their guns and tackle
                                                                          • Figure 8: Population, by age, 2006-16
                                                                        • Whites make up a declining proportion of the U.S. population
                                                                          • Figure 9: Population, by race and Hispanic origin, 2000-15
                                                                        • Increased urbanization leads to lower recruitment rates and less access
                                                                          • Index of consumer sentiment improving post debt-ceiling debacle
                                                                            • Cost of ammunition soars with metal demand from China, political events
                                                                              • Sales of fishing licenses show diverse geography of anglers
                                                                                • Figure 10: Number of fishing license buyers, by state, 2008 and 2009
                                                                              • Decline in income among whites puts pressure on fishing and hunting sales
                                                                                • Figure 11: Median household income for households headed by whites, in inflation-adjusted dollars, 2000-10
                                                                            • Competitive Context

                                                                              • Key points
                                                                                • Participation in winter sports activities increasing
                                                                                  • New legislation, higher licensing costs, and alternate land use threaten access
                                                                                    • Media focus on “the kill” in hunting shows enables armchair hunting
                                                                                    • Segment Performance

                                                                                      • Key points
                                                                                        • Hunting equipment sales gains make up for fishing’s loss
                                                                                          • Figure 12: Total U.S. retail sales of hunting/firearms equipment and fishing equipment, by segment, 2008 and 2010
                                                                                        • Hunting and fishing equipment sales forecast to reach new highs
                                                                                          • Figure 13: Total U.S. retail sales of hunting/firearms equipment and fishing equipment, by segment, 2006-16
                                                                                      • Segment Performance—Hunting and Shooting

                                                                                        • Key points
                                                                                          • Strong boost in firearm sales due to “Obama effect”
                                                                                            • Lower-priced, smaller firearms are the new trend
                                                                                              • Figure 14: Total U.S. retail sales of hunting/firearms equipment, at current prices, 2006-16
                                                                                          • Segment Performance—Fishing

                                                                                            • Key points
                                                                                              • Demographics and recession hurt fishing sales, brands look to new audience
                                                                                                • Figure 15: Total U.S. retail sales of fishing equipment, at current prices, 2006-16
                                                                                            • Retail Channels

                                                                                              • Key points
                                                                                                • Walmart most popular retailer of fishing equipment
                                                                                                  • Figure 16: Retail choices for fishing, by household income, December 2011
                                                                                                • Hunters prefer specialty outdoor stores
                                                                                                  • Figure 17: Retail choices for hunting, by household income, December 2011
                                                                                                • Specialty outdoor retailer profiles
                                                                                                  • Bass Pro Shops
                                                                                                    • Cabela’s
                                                                                                      • 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
                                                                                                                      • Leading Companies and Brand Qualities

                                                                                                                        • Hunting and shooting
                                                                                                                          • Freedom Group Inc.
                                                                                                                            • Figure 18: Remington Versa Max Autoloading Shotgun
                                                                                                                          • Browning International (Browning and Winchester Firearms)
                                                                                                                            • Olin Corporation (Winchester Ammunition)
                                                                                                                              • O.F. Mossberg & Sons, Inc.
                                                                                                                                • Beretta Holding Group
                                                                                                                                  • Figure 19: Beretta a400Xcel Shotgun
                                                                                                                                • Federal Premium Ammunition
                                                                                                                                  • BowTech
                                                                                                                                    • Mathews Inc.
                                                                                                                                      • Arrows
                                                                                                                                        • Fishing
                                                                                                                                          • Daiwa Corporation
                                                                                                                                            • Shimano Inc.
                                                                                                                                              • Pure Fishing Inc.
                                                                                                                                                  • Figure 20: Berkley NanoFil Fishing Line
                                                                                                                                                • Zebco Holdings, Inc.
                                                                                                                                                  • St. Croix Rods
                                                                                                                                                    • Figure 21: St. Croix Legend Elite Rod
                                                                                                                                                  • Rapala VMC Corporation
                                                                                                                                                  • Innovations and Innovators

                                                                                                                                                    • Whitetail Pro Series uses digital scopes to mimic “catch-and-release” fishing
                                                                                                                                                        • Figure 22: Elcan Optical Technologies Digital scope
                                                                                                                                                      • Competitive shooting ranges cater to recent surge of handgun buyers, many allow rifles
                                                                                                                                                        • Gander Academy is the latest in retail experience destinations
                                                                                                                                                        • Marketing Strategies

                                                                                                                                                          • Overview
                                                                                                                                                            • Making fishing more affordable: manufacturers help to offset licensing fees
                                                                                                                                                              • Apps
                                                                                                                                                                • Rapala app helps anglers navigate
                                                                                                                                                                  • Figure 23: Navionics app
                                                                                                                                                                • Cabela’s app replicates experience of popular website on consumer’s phone
                                                                                                                                                                  • Figure 24: Cabela’s app
                                                                                                                                                                • Strike King Fishing Log app helps anglers plan and analyze trips
                                                                                                                                                                  • Figure 25: Strike King app
                                                                                                                                                                • Social media
                                                                                                                                                                  • Cabela’s “Memories in the Field” YouTube channel invites user to upload video
                                                                                                                                                                    • Beretta revamped social media platform uses “three-pronged” approach
                                                                                                                                                                      • Figure 26: Beretta Facebook page
                                                                                                                                                                  • Hunting, Shooting and Fishing Participation

                                                                                                                                                                    • Key points
                                                                                                                                                                      • A third of respondents fished in the past year
                                                                                                                                                                        • Figure 27: Recency of hunting, fishing, or shooting activity, December 2011
                                                                                                                                                                      • Participation in hunting and fishing skews male
                                                                                                                                                                        • Figure 28: Recency of hunting, fishing, or shooting activity, by gender, December 2011
                                                                                                                                                                      • 18-34 year-olds more likely to have participated recently
                                                                                                                                                                        • Figure 29: Recency of hunting, fishing, or shooting activity, by age, December 2011
                                                                                                                                                                    • Hunting, Shooting, and Fishing Brand Choices

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Remington and Winchester most popular brands
                                                                                                                                                                          • Figure 30: Hunting and shooting brand selection, by age, December 2011
                                                                                                                                                                        • 25-34 year-olds buying more of every brand
                                                                                                                                                                          • Figure 31: Fishing brand selection, by age, December 2011
                                                                                                                                                                        • Rapala and Daiwa popular with more affluent respondents
                                                                                                                                                                          • Figure 32: Fishing brand selection, by household income, December 2011
                                                                                                                                                                        • Respondents, focused on value, want dependability in brands
                                                                                                                                                                          • Figure 33: Hunting and shooting brand qualities, by age, December 2011
                                                                                                                                                                      • Hunting, Shooting, and Fishing Sources of Information

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Sportsmen look to family and friends for advice
                                                                                                                                                                            • Figure 34: Sources of information for fishing, by gender, December 2011
                                                                                                                                                                          • Social media largely untapped; retail is a big lure for all—especially 18-24s
                                                                                                                                                                            • Figure 35: Sources of information for fishing, by age, December 2011
                                                                                                                                                                          • Households earning $25K-49.9K use many resources for information
                                                                                                                                                                            • Figure 36: Sources of information for fishing, by household income, December 2011
                                                                                                                                                                        • Hunting, Shooting, and Fishing Attitudes

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Sportsmen seek to preserve nature, domestic jobs, and limit government
                                                                                                                                                                                • Figure 37: Hunting, shooting, fishing attitudes—Politics and the economy, by age, December 2011
                                                                                                                                                                              • Less affluent spend less due to poor economy
                                                                                                                                                                                • Figure 38: Hunting, shooting, fishing attitudes—Politics and the economy, by household income, December 2011
                                                                                                                                                                              • Hunting and fishing provide relaxation
                                                                                                                                                                                • Figure 39: Hunting and shooting attitudes—Sharing and going alone, by gender, December 2011
                                                                                                                                                                              • Younger hunters and anglers like to travel more
                                                                                                                                                                                • Figure 40: Hunting and shooting attitudes—Sharing and going alone, by age, December 2011
                                                                                                                                                                              • Hunters with families take long trips, should bring kids
                                                                                                                                                                                • Figure 41: Hunting and shooting attitudes—Sharing and going alone, by presence of children in household, December 2011
                                                                                                                                                                              • 25-34 year-olds talk about fishing with co-workers
                                                                                                                                                                                • Figure 42: Fishing attitudes—Sharing and going alone, by age, December 2011
                                                                                                                                                                            • Hunting, Shooting, and Fishing: Choosing a Destination

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Young consumers most likely age group to look to web reviews
                                                                                                                                                                                    • Figure 43: Factors driving trip destinations, by age, December 2011
                                                                                                                                                                                • Impact of Race and Hispanic Origin

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Hispanics do participate in fishing, shooting
                                                                                                                                                                                      • Figure 44: Recency of hunting, fishing, or shooting activity, by race/Hispanic origin, December 2011
                                                                                                                                                                                    • Daiwa, Marlin, and Abu Garcia popular with Hispanics, blacks favor Zebco and Strike King
                                                                                                                                                                                      • Figure 45: Fishing brand selection, by race/Hispanic origin, December 2011
                                                                                                                                                                                    • Blacks and Hispanics more likely to fish with outside groups
                                                                                                                                                                                      • Figure 46: Fishing attitudes—Sharing and going alone, by race/Hispanic origin, December 2011
                                                                                                                                                                                    • Blacks and Hispanics more likely to fish with outside groups
                                                                                                                                                                                      • Figure 47: Factors driving trip destinations, by race/Hispanic origin, December 2011
                                                                                                                                                                                  • Custom Consumer Groups

                                                                                                                                                                                    • Men without children more likely to seek advice from friends
                                                                                                                                                                                      • Figure 48: Sources of information for fishing, by gender and presence of children in household, December 2011
                                                                                                                                                                                    • Women with children looking for more information about fishing
                                                                                                                                                                                        • Figure 49: Sources of information for shooting, by gender and presence of children in household, December 2011
                                                                                                                                                                                      • Men with children more likely to replace equipment
                                                                                                                                                                                          • Figure 50: Hunting and shooting attitudes—Sharing and going alone, by gender and presence of children in household, December 2011
                                                                                                                                                                                      • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                        • Fishing attitudes and household income
                                                                                                                                                                                          • Figure 51: Fishing attitudes—Sharing and going alone, by household income, December 2011
                                                                                                                                                                                        • Sources of information and race/Hispanic origin
                                                                                                                                                                                          • Figure 52: Sources of information for fishing, by race/Hispanic origin, December 2011
                                                                                                                                                                                        • Hunting, shooting, fishing attitudes and race/Hispanic origin
                                                                                                                                                                                          • Figure 53: Hunting, shooting, fishing attitudes—Politics and the economy, by race/Hispanic origin, December 2011
                                                                                                                                                                                      • Appendix: Trade Associations

                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                        • Beretta USA, Corp.
                                                                                                                                                                                        • Boy Scouts of America
                                                                                                                                                                                        • Browning USA
                                                                                                                                                                                        • Daiwa Sports Limited
                                                                                                                                                                                        • Freedom Group, Inc.
                                                                                                                                                                                        • O.F. Mossberg & Sons, Inc.
                                                                                                                                                                                        • Olin Corporation
                                                                                                                                                                                        • Shimano

                                                                                                                                                                                        Hunting and Fishing Equipment - US - February 2012

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