2014 Size of the Hunting, Shooting and Self-Defense Market Detailed Report This report provides a detailed report of market size information recently produced by Southwick Associates, including sales in retail dollars and units by type, brand, gauge/caliber for commonly purchased hunting, shooting, and self-defense products. Provided by: Produced by: The Southwick Associates’ name indicates all research is based on extensively researched quantification methods incorporating proven data sources and followed with scientific statistical checks to verify and approve all results. Table of Contents Page Page Background and Methods .................................... 3 Cover Scent (brand) ......................................... 44 Firearms (type, purpose) ...................................... 4 Lure Scent (brand) ............................................ 44 Handguns (type, purpose, brand, caliber) ......... 5 Odor Eliminator (brand) ................................... 44 Rifles (type, purpose) ......................................... 7 Game Cooler (brand) ....................................... 45 MSR/tactical Rifles (brand, caliber) ............... 8 GPS (brand) ...................................................... 45 Traditional Rifles (brand, caliber) ................ 10 Food Plot Seed (brand) .................................... 46 Shotguns (type, purpose, brand, gauge) .......... 12 Trail Cameras (brand) ....................................... 46 Muzzleloader (type, purpose) .......................... 14 Tree Stands (brand) .......................................... 47 Ammunition (type) ............................................ 15 Firearm Parts/Accessories (type, reason for Rifle Ammunition (caliber, brand) ................... 15 purchase) .................................................... 48 Handgun Ammunition (caliber, brand) ............ 17 Barrels (brand) ................................................. 49 Shotgun Ammunition (caliber, brand) ............. 18 Bipods (brand) .................................................. 50 Hunting Apparel (type) ....................................... 19 Bolts/Carriers/Bolt Parts (brand) ..................... 50 Shirts (pattern brand, brand) ........................... 19 Caliber Conversion Kits (brand) ....................... 51 Pants (pattern brand, brand) ........................... 21 Grips (pistol and forward) and Buttstocks Jackets (pattern brand, brand) ........................ 23 (brand) ............................................................. 52 Vests (pattern brand, brand) ........................... 25 Hand Guard (brand) ......................................... 53 Boots (brand) ................................................... 27 Receivers (brand) ............................................. 54 Backpacks (brand) ............................................ 28 Magazines (brand) ........................................... 55 Optics (type, purpose) ........................................ 29 Sling (brand) ..................................................... 56 Scopes (brand) ................................................. 31 Triggers (brand) ................................................ 57 Binoculars (brand) ............................................ 32 Recoil Reduction (brand) ................................. 57 Spotting Scopes (brand) ................................... 33 Muzzle Device/Suppressors (brand) ................ 58 Handheld Laser Rangefinder (brand) ............... 33 Firearm Storage and Cleaning (type) .................. 59 Laser Sight (brand) ........................................... 34 Gun Cases or Sleeves (type, brand) ................. 59 Reflex/Red Dot Sight (brand) ........................... 34 Gun Safes (brand) ............................................ 60 Red Dot/Tactical Magnifiers (brand) ............... 35 Shooting Gear and Supplies (type) ..................... 62 Night Vision/Thermal Imaging (brand) ............ 35 Holsters and Ammunition Belts (type, Hunting Gear and Supplies (type) ....................... 36 brand) ............................................................... 62 Game Calls (type, brand).................................. 36 Benches and Rests (brand)............................... 63 Blinds (type, brand) .......................................... 38 Clay/Clay Pigeons (brand) ................................ 63 Decoys (type, brand) ........................................ 39 Ear Protection (brand) ..................................... 64 Game Feeders (type, brand) ............................ 40 Shooting Glasses (brand) ................................. 65 Game Feed (type, brand) ................................. 41 Targets (brand) ................................................. 65 Two-Way Radio (purpose, brand) .................... 42 Traps/Target Throwing Devices (brand) .......... 66 Hunting Knives/Multi-tools (type, brand) ........ 42 2 Background and Methods Southwick Associates was hired by the National Shooting Sports Foundation (NSSF) to help NSSF members answer the following questions: - How big is the market niche I’m operating in? - Where might new opportunities lie for my company? This report estimates total U.S. retail sales (units and dollars) for products used for hunting, shooting and/or self-defense. Only new product sales are reported. Sales of used products are excluded, except where explicitly stated in firearms table on page 4. All dollar figures report consumer purchases (retail sales) and not wholesale activity. The average amount spent per purchase has also been presented for each item. Southwick Associates estimates dollar sales and units sold using multiple approaches, with the specific approach dependent on the product under study. A balanced general population study of U.S. residents age 18 or older was conducted using several online panels to identify purchases made specifically for hunting, shooting and/or self-defense in the previous 12 months (Q4 2013 – Q3 2014). These surveys collected responses from October 9, 2014 to November 7, 2014. Statistical tests were run to test the surveys’ response balance and accuracy, and to find any required adjustments to ensure the full U.S. population was represented as best as possible. Retail market sizes were then estimated using proprietary Southwick Associates’ research methods combined with additional data sources including FBI and U.S. Treasury data. This report differs from previously issued market size estimates. Southwick Associates has made a concerted effort to remove the bias commonly introduced into all forms of survey research by avid participants and to provide detail for categories previously too small to accurately measure. Also, for the first time, results now include purchases made for self-defense reasons. This is a sample of Southwick Associates’ full market report, including sales and units by brands, firearm and ammo sales and units by caliber and gauge, self-defense sales compared to hunting and target shooting, plus greater breakouts for many categories of accessories. This sample report provides the layout and general information included in the full market report. Contact John DePalma at [email protected] with purchasing inquiries. Southwick Associates also provides confidential, custom research to businesses wanting to know more about specific markets, to learn more about your customers or your competitors’ customers, to learn what consumers really want in new products, and more. To learn about Southwick Associates’ custom research options, please contact Nancy Bacon at [email protected]. 3 Firearms Firearms by Type Retail Dollars Units Avg. Price Total New Firearms Retail Market Size Handgun MSR rifle Muzzleloader Shotgun Traditional rifle Total Used Firearms Retail Market Size Handgun MSR rifle Muzzleloader Shotgun Traditional rifle Total Firearms Retail Market Size Firearms by Purpose (Retail dollars) Hunting Shooting Self Defense Other Total Handgun MSR rifle Muzzleloader Shotgun Traditional rifle Total Firearms Retail Market Size 4 Firearms by Purpose (Units) Hunting Shooting Self Defense Other Total Handgun MSR rifle Muzzleloader Shotgun Traditional rifle Total Firearms Retail Market Size Handguns by Type Retail Dollars Units Avg. Price Break action Revolver Semi-automatic Other Total Handgun Retail Market Size Handguns by Purpose (Retail dollars) Hunting Shooting Self Defense Other Total Break action Revolver Semi-automatic Other Total Handgun Retail Market Size Handguns by Purpose (Units) Hunting Shooting Self Defense Other Total Break action Revolver Semi-automatic Other Total Handgun Retail Market Size Handguns by Brand Retail Dollars Units Avg. Price Astra Beretta Bersa Browning Charter Arms Chiappa Cobra Colt CZ EAA 5 FMK FNH Freedom Arms Glock GSG H & R Heckler & Koch (H&K) Heritage High Point Kahr Kel-tec Kimber North American Arms PARA Remington Rossi Ruger/Sturm Ruger SCCY SIG Arms/Sig Sauer Smith & Wesson Springfield Taurus Thompson Center Uberti Walther Other Not sure Total Handgun Retail Market Size Handguns by Caliber Retail Dollars Units Avg. Price 22 cal 32 cal 357 cal 38 special 380 auto/ 380 ACP 40 S&W 44 cal 45 auto 9mm Not sure Other Total Handgun Retail Market Size 6 Rifles by Type Retail Dollars Units Avg. Price MSR/tactical rifles AK AR SKS Other Not sure Traditional rifle Bolt action Break action Lever action Semi-automatic Other Total Rifle Retail Market Size Rifles by Purpose (Retail dollars) Hunting Shooting Self-defense Other Total MSR/tactical