How Big Is Your Market? Southwick Associates’ Can Tell You

FERNANDINA BEACH, Fla. — Southwick Associates’ annual market size reports are now available for hunting, target shooting, and sportfishing related businesses seeking the best intel available on the size of their specific market. The reports provide retail spending figures for many detailed categories of hunting, target shooting, and sportfishing products, as well as the estimated number of units sold. Both the 2016 Hunting & Shooting Equipment Market Size Report and the 2016 Fishing Equipment Market Size Report are now available.

According to this year’s reports, sportsmen spent $29 billion on equipment in 2016, up 8.2% from 2015 with increases driven by hunters and target shooters. The hunting and shooting report examines products in key categories, including firearms, ammunition, optics, archery, hunting and shooting accessories, and more. The fishing report details sales estimates for rods, reels, lures and baits, fishing line, terminal tackle, fishing electronics, fishing apparel and more. In both reports, spending data are provided for specific products, the amounts spent for various types of fishing and shooting activities, unit sales, plus other breakouts.

Results are based on a proprietary, balanced survey of the U.S. general population, combined with excise tax and in-house data from Southwick Associates’ bi-monthly outdoor panel surveys.

“Given the current uncertainties within the retail market, it can be hard to gauge what’s happening at the consumer level,” says Rob Southwick, president of Southwick Associates. “These reports help businesses look beyond their immediate customers and better understand what’s happening with the consumer, identify potential growth opportunities, and improve their strategic planning.”

With more than 25 years of experience researching and analyzing the sportfishing, hunting, and shooting markets, Southwick Associates has applied its knowledge in developing insights that help companies better understand trends and opportunities. In addition to their annual market size reports, the company also offers other reports to assist businesses including:

  • 2016 Hunting and Shooting Participation and Equipment Purchases and the 2016 Fishing Participation and Equipment Purchases detailing participation trends and key purchase information on nearly 200 product categories, including price paid, market share held by specific brands, the type of store (physical location as well as online) where specific products were purchased, consumer demographics, and more.
  • The Southwick Associates Media Monitor report provides details on consumer consumption of outdoor media including television, magazines, radio and online outlets. Details include consumption by type of angler, hunter and target shooter, frequency of use, and more.
  • The Consumer Segmentation Analysis of the U.S. Commercial Firearms & Accessories Market report describes in detail the eight major consumer segments that comprise the U.S. firearms market, their needs and motivations for owning a firearm, what they buy, path to purchase, preferred media, and much more. A recorded 15-minute webinar describing consumer segmentation is available, and information about the report is available from
  • Specialty segment reports provide detailed participation and equipment purchase information for specific types of hunting and fishing.  Reports are available for bass anglers, deer hunters, waterfowl hunters, turkey hunters, and bowhunting/archery equipment purchasers.


For more information on Southwick’s market size reports, prices and to view sample reports, click here. To purchase a report, or to discuss confidential custom research opportunities, contact Southwick Associates at

About Southwick Associates: Southwick Associates is a market research and economics firm specializing in the hunting, shooting, sportfishing, and outdoor recreation markets. For more than 25 years, Southwick Associates has established a proven reputation for delivering comprehensive insights and statistics assisting business and strategic decisions across the entire outdoor industry; from government agencies, industry associations and non-profit organizations, to affiliated businesses and manufacturers. Aside from custom market research, Southwick Associates also provides syndicated participation, media consumption and equipment purchase tracking studies utilizing their proprietary sportsmen panels. Visit for more information.