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Water Sports and Leisure - US - February 2013

“Addressing consumers’ lack of access to waterways for water sports participation could translate to more water sports parks and other artificial waterways. Suppliers to the water sports market could pool their capital and collaborate with municipalities/developers to develop more parks in areas without access to waterways to help increase participation. Furthermore, parks in themselves can serve as another way for suppliers to market their products.”

– Fiona O’Donnell, Senior Lifestyles & Leisure Analyst

Some questions answered in this report include:

  • How feasible are artificial water sports locations?
  • How can brands leverage the fitness factor?
  • Can equipment costs be mitigated to attract more participants?
  • How can the market encourage vacation beach goers to try water sports?

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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

                      • The market
                        • Boat and equipment sales increase as economic recovery continues
                          • Figure 1: Total U.S. sales and fan chart forecast of boats, at current prices, 2007-17
                        • Water sports equipment
                          • Figure 2: Total U.S. sales and fan chart forecast of water sports equipment, at current prices, 2007-17
                        • Market drivers
                          • Youth drives the market: water sports mostly enjoyed by 18-34s
                            • Figure 3: Change in U.S. population aged 18+, 2013-18, and water sports participation by age, November 2012
                          • Lack of proximity to waterways is a major obstacle to participation
                            • Figure 4: Less than 50 miles distance to participate in water sports, participants and non-participants, November 2012
                          • Cost is also a barrier to participation
                            • Figure 5: Median household income, 2000-11, consumer sentiment index and unemployment, 2000-12
                          • The consumer
                            • Water sports has room for much more participation
                              • Figure 6: Water sports participation, November 2012
                            • Most participants own equipment rather than rent
                              • Figure 7: Water sports equipment sourcing, November 2012
                            • Few engage in water sports while on vacation
                              • Figure 8: Vacation activities, April 2011-June 2012
                            • A majority agree that water sports are great exercise
                              • Figure 9: Attitudes toward water sports, November 2012
                            • More than four in 10 consider water sports an escape from everyday obligations
                              • Figure 10: Reasons for participating in water sports, November 2012
                            • Issues related to equipment needs are a barrier to participation
                              • Figure 11: Most common reasons for infrequent or not participating in water sports, November 2012
                            • Blacks are the least likely to participate
                              • Figure 12: Water sports participation, by race/Hispanic origin, November 2012
                            • What we think
                            • Issues in the Market

                                • How feasible are artificial water sports locations?
                                  • How can brands leverage the fitness factor?
                                    • Can equipment costs be mitigated to attract more participants?
                                      • How can the market encourage vacation beach goers to try water sports?
                                      • Insights and Opportunities

                                        • Creating new venues for water sports out of unused areas
                                          • Capitalizing on the trend for self-documentation
                                            • Providing more instruction, especially in controlled environments
                                              • Collapsible equipment for easier storage and transport
                                              • Trend Application

                                                  • Inspire Trend: Play Ethic
                                                    • Inspire Trend: Sense of the Intense
                                                      • Inspire 2015 Trends
                                                        • Brand Intervention
                                                        • Market Drivers

                                                          • Key points
                                                            • Water sports are mostly enjoyed by young people
                                                              • Figure 13: U.S. population aged 18+, by age, 2008-18
                                                              • Figure 14: Past 12 month participation in select water sports and fitness activities, by age, April 2011-June 2012
                                                            • Lack of access to waterways stifles participation
                                                                • Figure 15: Travel distance to participate in water sports, among water sports participants, November 2012
                                                                • Figure 16: Travel distance to participate in water sports, among non-participants, November 2012
                                                              • Household incomes decline, limit participation in expensive water sports
                                                                • Figure 17: Median household income in inflation-adjusted dollars, 2001-11
                                                              • Unemployment declines slightly, but joblessness will hinder water sports participation
                                                                • Figure 18: Unemployment and underemployment, January 2007-December 2012
                                                              • Consumer confidence fluctuates
                                                                • Figure 19: Thomson Reuters/University of Michigan Surveys of Consumers Index of Consumer Expectations, January 1978-January 2013
                                                            • Competitive Context

                                                              • Water sports compete with other activities for discretionary spending
                                                                • Time allotted for sports is a fraction of total leisure time
                                                                  • Figure 20: Average hours spent on sports and leisure per day, 2011
                                                                • Lifestyle changes can limit spending on equipment replacement
                                                                  • The challenge of encouraging initial investments
                                                                  • Segment Performance—Boats

                                                                    • Key points
                                                                      • Boat sales pick up in 2012 as economy continues to recover
                                                                        • Figure 21: Total U.S. sales and forecast of boats, at current prices, 2007-17
                                                                      • Fan chart forecast of boats
                                                                          • Figure 22: Total U.S. sales and fan chart forecast of boats, at current prices, 2007-17
                                                                      • Segment Performance—Water Sports Equipment

                                                                        • Key points
                                                                          • Water sports equipment sales rebound in wake of recession, growth slows in 2012
                                                                            • Figure 23: Total U.S. sales and forecast of water sports equipment, at current prices, 2007-17
                                                                          • Fan chart forecast
                                                                              • Figure 24: Total U.S. sales and fan chart forecast of water sports equipment, at current prices, 2007-17
                                                                          • Innovations and Innovators

                                                                            • Overview
                                                                              • Boats
                                                                                • Malibu Surf Gate
                                                                                  • Nautique Surf System
                                                                                    • Wakeboards, wakeskates, and wakesurf boards
                                                                                      • Hyperlite System Wakeboard Bindings
                                                                                        • Liquid Force Tao Hybrid Tech Wakeskate
                                                                                          • Surfboards, paddle boards, kiteboards, SUPs, and bodyboards
                                                                                            • WaveJet Personal Water Propulsion System
                                                                                              • SurfTech Blacktip Standup Paddle Board
                                                                                                • Kayaks, canoes, and inflatables
                                                                                                  • Dagger Jitsu 5.9
                                                                                                    • Point 65 Mercury Kayak
                                                                                                      • Diving gear
                                                                                                        • Mares LiquidSkin Dive Mask
                                                                                                          • Cressi Gorilla Dive Bag
                                                                                                          • Marketing Strategies

                                                                                                            • Overview of the brand landscape
                                                                                                              • Brand analysis: Bayliner, boats
                                                                                                                • Figure 25: Brand analysis of Bayliner, 2013
                                                                                                              • Social media
                                                                                                                  • Figure 26: Bayliner Element ad, 2012
                                                                                                                • Brand analysis: Liquid Force, wakeboards
                                                                                                                  • Figure 27: Brand analysis of Liquid Force, 2013
                                                                                                                • Events
                                                                                                                  • Figure 28: Liquid Force Free for All wakeboarding event promotion, 2013
                                                                                                                  • Figure 29: BROstock wakeboarding festival promotion, 2013
                                                                                                                • Social media
                                                                                                                  • Brand analysis: Naish International, SUP, kiteboarding
                                                                                                                    • Figure 30: Brand analysis of Naish, 2013
                                                                                                                    • Figure 31: Naish Australia Tour promotion, 2012
                                                                                                                  • Events
                                                                                                                    • Figure 32: Naish Nation Tour promotion, 2013
                                                                                                                  • Social media
                                                                                                                    • Brand analysis: O’Neill, wetsuits, apparel, and gear
                                                                                                                      • Figure 33: Brand analysis of O’Neill, 2013
                                                                                                                      • Figure 34: Ad for O’Neill Hyperfreak board shorts, 2013
                                                                                                                    • TV spot
                                                                                                                      • Figure 35: O’Neill “Fortunate” TV ad, July 2012
                                                                                                                    • Events
                                                                                                                      • Figure 36: O’Neill Cold Water Classic event promotion, 2012
                                                                                                                    • Social media
                                                                                                                    • Water Sports/Leisure Activities Participation

                                                                                                                      • Key points
                                                                                                                        • Swimming and fishing are most common
                                                                                                                            • Figure 37: Water sports participation, type of sport by level of participation, November 2012
                                                                                                                          • Men are significantly more likely to participate in water sports
                                                                                                                            • Figure 38: Water sports participation, type of sport, by gender, November 2012
                                                                                                                          • Water sports participation declines with age
                                                                                                                            • Figure 39: Water sports participation, type of sport, by age, November 2012
                                                                                                                          • Participation increases with household income
                                                                                                                            • Figure 40: Water sports participation, type of sport, by household income, November 2012
                                                                                                                          • Presence of children in household means more water sports activity
                                                                                                                            • Figure 41: Water sports participation, type of sport, by presence of children in household, November 2012
                                                                                                                          • Participation in last 12 months is relatively low; little growth from 2007-12
                                                                                                                            • Figure 42: Past 12 month sports and fitness activity participation, by type of sport, April 2007-June 2012
                                                                                                                          • More than one third visited a beach or lake in the last year
                                                                                                                            • Figure 43: Incidence of having visited a beach/lake in the last 12 months, by gender, April 2011-June 2012
                                                                                                                          • 18-44s more likely than average to visit beaches/lakes
                                                                                                                            • Figure 44: Incidence of having visited a beach/lake in the last 12 months, by age, April 2011-June 2012
                                                                                                                          • Beach/lake goers more likely than average to participate in water sports
                                                                                                                            • Figure 45: Select water sports participation, by beach/lake visits in the last 12 months, April 2011-June 2012
                                                                                                                        • Cross-Analysis of Water Sports Participation

                                                                                                                          • Key points
                                                                                                                            • Opportunities for cross-promotional merchandising
                                                                                                                              • Figure 46: Past 12 month participation in select water sports, by sports-played/participated, April 2011-June 2012, part I
                                                                                                                              • Figure 47: Past 12 month participation in select water sports, by sports-played/participated, April 2011-June 2012, part II
                                                                                                                            • Enthusiasts very likely to participate in vacation water sports
                                                                                                                              • Figure 48: Past 12 month participation in select water sports, by vacation activities, April 2011-June 2012
                                                                                                                            • Equipment ownership does not always translate to participation
                                                                                                                              • Figure 49: Past 12 month participation in select water sports, by sporting goods owned, April 2011-June 2012
                                                                                                                          • Water Sports Equipment Sourcing

                                                                                                                            • Key points
                                                                                                                              • Participants are most likely to own rather than rent or borrow
                                                                                                                                • Figure 50: Water sports equipment sourcing, November 2012
                                                                                                                              • Men more likely than women to own equipment
                                                                                                                                • Figure 51: Water sports equipment sourcing – use my own, by gender, November 2012
                                                                                                                              • Households earning at least $50K are more likely to own, rent, and borrow
                                                                                                                                • Figure 52: Water sports equipment sourcing – use own, by household income, November 2012
                                                                                                                              • Fishing gear ownership strongly correlated to PWC and canoe/kayak/surfboard ownership
                                                                                                                                • Figure 53: Fishing and personal watercraft ownership cross-analysis, April 2011-June 2012
                                                                                                                              • PWC purchases increased sharply in 2011-12
                                                                                                                                • Figure 54: Jet Ski/Sea-Doo/WaveRunner purchases last 12 months, April 2007-June 2012
                                                                                                                            • Water Sports and Leisure While on Vacation

                                                                                                                              • Key points
                                                                                                                                • More than four in 10 like to visit the beach while on vacation
                                                                                                                                  • Figure 55: Select activities enjoyed while on vacation, by gender, April 2011-June 2012
                                                                                                                                • 18-54s more likely to enjoy boating and water sports while vacationing
                                                                                                                                  • Figure 56: Select activities enjoyed while on vacation, by age, April 2011-June 2012
                                                                                                                                • Enjoying boating and water sports while vacationing increases with household income
                                                                                                                                  • Figure 57: Select activities enjoyed while on vacation, by household income, April 2011-June 2012
                                                                                                                                • 18-34s ideal candidates for planned but unique vacation activities
                                                                                                                                  • Figure 58: Vacation and travel attitudes and opinions, by age, April 2011-June 2012
                                                                                                                              • Attitudes Toward Water Sports

                                                                                                                                • Key points
                                                                                                                                  • Most see water sports as a great way to stay fit and be with friends
                                                                                                                                      • Figure 59: Attitudes toward water sports, November 2012
                                                                                                                                    • 18-54s more likely to agree water sports are good exercise
                                                                                                                                        • Figure 60: Attitudes toward water sports, by age, November 2012
                                                                                                                                      • Households with children most likely to be involved with water sports
                                                                                                                                        • Figure 61: Attitudes toward water sports, by presence of children in household, November 2012
                                                                                                                                    • Reasons for Water Sports Participation

                                                                                                                                      • Key points
                                                                                                                                        • Vacation is a key reason for participation
                                                                                                                                            • Figure 62: Reasons for participating in water sports, by gender, November 2012
                                                                                                                                          • 18-24s most likely to enjoy the escape aspect of water sports
                                                                                                                                            • Figure 63: Reasons for participating in water sports, by age, November 2012
                                                                                                                                          • $150K+ households most likely to engage in vacation water sports
                                                                                                                                            • Figure 64: Reasons for participating in water sports, by household income, November 2012
                                                                                                                                        • Reasons for Infrequent/Not Participating in Water Sports

                                                                                                                                          • Key points
                                                                                                                                            • 18-24s most likely to cite cost as a barrier; least likely to own equipment
                                                                                                                                              • Figure 65: Reasons for infrequent or not participating in water sports, by age, November 2012
                                                                                                                                            • Presence of children may limit ability to afford water sports
                                                                                                                                              • Figure 66: Reasons for infrequent or not participating in water sports, by presence of children in household, November 2012
                                                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                                                            • Key points
                                                                                                                                              • Blacks least likely to participate in water sports
                                                                                                                                                • Figure 67: Water sports participation, by race/Hispanic origin, November 2012
                                                                                                                                              • Blacks, Hispanics least likely to have visited a beach/lake in last year
                                                                                                                                                • Figure 68: Incidence of having visited a beach/lake in the last 12 months, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                              • Blacks, Asians, Hispanics likely to prefer organized vacation activities
                                                                                                                                                • Figure 69: Vacation and travel attitudes and opinions, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                              • Blacks, Hispanics most interested in learning in controlled environment
                                                                                                                                                • Figure 70: Attitudes toward water sports, by race/Hispanic origin, November 2012
                                                                                                                                            • Cluster Analysis

                                                                                                                                                • Figure 71: Water sports cluster groups, November 2012
                                                                                                                                              • Cluster 1: Die Hards
                                                                                                                                                • Demographics
                                                                                                                                                  • Characteristics
                                                                                                                                                    • Opportunity
                                                                                                                                                      • Cluster 2: Novices
                                                                                                                                                        • Demographics
                                                                                                                                                          • Characteristics
                                                                                                                                                            • Opportunity
                                                                                                                                                              • Cluster 3: Weekend Warriors
                                                                                                                                                                • Demographics
                                                                                                                                                                  • Characteristics
                                                                                                                                                                    • Opportunity
                                                                                                                                                                      • Cluster characteristic tables
                                                                                                                                                                        • Figure 72: Water sports participation, by water sports clusters, November 2012
                                                                                                                                                                        • Figure 73: Attitudes toward water sports, by water sports clusters, November 2012
                                                                                                                                                                        • Figure 74: Reasons for participating in water sports, by water sports clusters, November 2012
                                                                                                                                                                        • Figure 75: Travel distance to a river participate in water sports, by water sports clusters, November 2012
                                                                                                                                                                        • Figure 76: Travel distance to a lake/reservoir to participate in water sports, by water sports clusters, November 2012
                                                                                                                                                                        • Figure 77: Travel distance to an ocean to participate in water sports, by water sports clusters, November 2012
                                                                                                                                                                      • Cluster demographic tables
                                                                                                                                                                        • Figure 78: Water sports clusters, by gender, age, household income, and race/Hispanic origin, November 2012
                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                      • Appendix: Other Useful Consumer Tables

                                                                                                                                                                        • Water sports equipment sourcing
                                                                                                                                                                          • Figure 79: Water sports equipment sourcing—borrow, by gender, November 2012
                                                                                                                                                                          • Figure 80: Water sports equipment sourcing—rent, by gender, November 2012
                                                                                                                                                                          • Figure 81: Water sports equipment sourcing—borrow, by household income, November 2012
                                                                                                                                                                          • Figure 82: Water sports equipment sourcing—rent, by household income, November 2012
                                                                                                                                                                        • Attitudes toward water sports
                                                                                                                                                                          • Figure 83: Attitudes toward water sports, by gender, November 2012
                                                                                                                                                                          • Figure 84: Attitudes toward water sports, by household income, November 2012
                                                                                                                                                                        • Reasons for water sports participation
                                                                                                                                                                          • Figure 85: Reasons for participating in water sports, by presence of children in household, November 2012
                                                                                                                                                                        • Reasons for infrequent/not participating in water sports
                                                                                                                                                                          • Figure 86: Reasons for infrequent or not participating in water sports, by household income, November 2012
                                                                                                                                                                        • Impact of race/Hispanic origin
                                                                                                                                                                          • Figure 87: Reasons for participating in water sports, by race/Hispanic origin, November 2012
                                                                                                                                                                          • Figure 88: Reasons for infrequent or not participating in water sports, by race/Hispanic origin, November 2012
                                                                                                                                                                      • Appendix: Inflation-adjusted Segment Sales

                                                                                                                                                                          • Figure 89: Total U.S. retail sales and forecast of boats, at inflation-adjusted prices, 2007-17
                                                                                                                                                                          • Figure 90: Total U.S. retail sales and forecast of water sports equipment, at inflation-adjusted prices, 2007-17
                                                                                                                                                                      • Appendix: Trade Associations

                                                                                                                                                                        Companies Covered

                                                                                                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                                                                                                        Water Sports and Leisure - US - February 2013

                                                                                                                                                                        US $3,995.00 (Excl.Tax)