Most Frequently Purchased Hunting & Shooting Equipment Brands in 2023

FERNANDINA BEACH, Fla. — 2023 hunting and shooting equipment sales softened, but still remained well above pre-pandemic levels.  Retail shelves entered 2023 with inventories that had been lacking over the last couple years, providing consumers more products, brands, and promotions to choose from.  Southwick Associates identified top brands purchased in the market, based on more than 8,500 completed surveys of hunters and shooters conducted through the yearSurveys were fielded quarterly through the Southwick Associates online HunterSurvey and ShooterSurvey consumer panels and to the general public to help reach casual participants.

A sampling of some of the most frequently purchased brands in 2023 include:

  • Traditional Rifles – Ruger
  • Shotguns – Beretta
  • Rifle Ammunition – Federal
  • Reloading Powder – Hodgdon
  • Reloading Components – Hornady & CCI
  • Binoculars – Bushnell
  • Reflex/Red Dot Sights – Sig Sauer
  • Scope/Accessory Mounts – Leupold
  • Trail Camera – Stealth Cam
  • Game Calls – Primos
  • Game Feeder – Game Winner
  • Holsters/Ammo Belts – Blackhawk
  • Gun Cleaning – Hoppes
  • Choke Tubes – Briley
  • Magazines – Magpul

Results of the Southwick Associates consumer tracking study are available in the Hunting & Shooting Participation and Equipment Purchases Report.  This in-depth resource tracks consumer reported hunting and shooting participation and equipment purchases for approximately 100 productsPurchase information includes the percentage of sales across different types of stores, brand purchased, price paid, and demographics for hunters and shooters buying specific productsAdditional participation information tracked includes total days spent per activity, type of hunting/shooting activity, preferred species, and where they huntReports are available both as a single annual report, or as a subscription to quarterly reports throughout the year

Southwick Associates also develops custom research to assist companies with their business decisions including market assessments, product development, customer segmentation, brand health, optimal pricing, and more. To purchase a report or discuss custom research, contact Nancy Bacon at

Southwick Associates is a market research and economics firm, specializing in the hunting, shooting, sportfishing and other outdoor recreation marketsFor more than 30 years, Southwick Associates has established a proven record 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.