Hunting and Fishing Equipment - US - February 2012

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?