SIA's 2012 Women's Market Intelligence Report Released

SnowSports Industries America (SIA) is pleased to announce the release of the 2012 Women’s Market Intelligence Report, which provides an in-depth look into women’s spending in the snow sports marketplace. Women’s spending habits are important to track as they buy for themselves and influence family member’s purchases as well. Last season was difficult for everyone and sales were noticeably affected for the entire industry. Women’s-specific sales were down 6% in units and 3% in dollars, bringing in over $973M.

SIA breaks all this down and more in the 5th annual edition of the Women’s Snow Sports Market Intelligence Report, giving companies an accurate snapshot of what/where/how women were buying in 2012.

Women can be a tough market to crack, but SIA Research has worked hard to pull together this data for companies to better understand the women’s market and adjust brand strategies accordingly. The easy to follow report, includes charts and numerical breakdowns, gives companies a competitive edge. Below are samples of findings in the 2012 Women’s Market Intelligence Report.

2012 Women’s Intelligence Report Highlights:

Eighty-two percent of female snowboarders are under age 34
Sixty-one percent of female cross country skiers have a Bachelor’s Degree or higher
Women’s AT/Randonee boots saw a 16% increase last season
Alpine ski equipment represents 71% of women’s snow sports equipment purchases
Women can fully outfit themselves for skiing or riding for less than $2,000
Snowshoeing brings in the most female participants, making up 43% of the category
Women prefer to shop in specialty shops, where they spent $529M last season
The Women’s Market Intelligence is available at no cost to SIA members and $425 for non-members. The 2012 Snow Sports Market Intelligence Report, a wide-ranging report of activity in the snow sports marketplace during the 2011/2012 season, is also available. Make sure to look out for the 2012 Juniors Snow Sports Market Intelligence Report, coming soon.

SIA provides research that covers all aspects of the snow industry, including demographics, consumer opinions and behavioral patterns, weather patterns, snow sports participation, overall market analysis, and more. Learn more about SIA Research here. If you have any questions or need research assistance please contact Kelly Davis, SIA’s Director of Research at KDavis@snowsports.org or by phone at 703-506-4224.