Summary of our market study
The global ski equipment market is on an upward trajectory, estimated to reach USD 7.5 billion by 2025, growing at a CAGR of 4.8%. Despite challenges such as unpredictable weather and counterfeit products, the industry is buoyed by increasing participation in winter sports, bolstered by a robust tourism industry that saw 1.34 billion international tourists. However, the Spanish ski equipment market faced a substantial setback due to the COVID-19 pandemic in 2020, with a sharp 72% decline in tourist numbers to 1.5 million and a significant 68.4% drop in ski resort turnover, plummeting to a low before surging back with a 330.1% increase in turnover to €160.1 million in 2021-2022.
Market leaders in ski equipment rental and retail reflect these wider trends, constituting 5% to 7% and 5.1% respectively of total turnovers within ski resorts and sports retailers in Spain. Notably, market share data from 2020 showcases Head as the leading brand in ski shoes (26.9%) and main ski equipment (28.6%) in Spain, with the country witnessing a slight recovery in ski equipment ownership among its population from 6% in 2020 to 8.5% by 2022.
Exploring the Vibrant Spanish Ski Market: Key Trends and Figures
The Spanish ski market is an intriguing landscape that encompasses both ski clothing and equipment. This dynamic market has been witnessing varying trends influenced by local and global factors. The popularity of skiing in Spain is underscored by the country's rich array of resorts dotted across the majestic Pyrenees, the enticing Sierra Nevada, and other prominent mountain ranges, attracting a significant proportion of mountain system tourists. Skiing enjoys considerable favor in Spain, with men predominantly participating in the sport. The age of skiers spans a broad spectrum, with under 18s making up approximately a quarter of skiers, and the average skier's age being around 40. Over the years, the participation levels have seen ups and downs, peaking in certain years against a backdrop where a single-digit percentage of the overall population engaged in skiing. As for the market of ski equipment and sports, Spain is home to a blend of alpine and Nordic ski resorts, with the majority being alpine. The market for ski equipment comprises various disciplines from alpine to snowboarding and includes products tailored to different user competencies.
Notably, new and thrilling disciplines such as snowbiking and snowscooting continue to infuse the market with dynamism. The ski market's brand landscape is quite competitive, with key players like Head and Rossignol capturing significant shares, both in terms of equipment and footwear. Despite fluctuations in the economic climate, certain regions in Spain have shown stronger ownership levels of ski equipment, reflecting geographical trends and proximity to ski-friendly topographies. The ownership of ski equipment within the Spanish population showed minor variations, witnessing a slight decline, and then experiencing recovery by 2022. Interestingly, there's a much higher prevalence of ski equipment rental, suggesting that the majority of ski enthusiasts prefer renting to owning equipment. Foreign trade in ski products has seen a decrease in both imports and exports over the years, indicating a need for the market to adapt and possibly innovate to alter this trend. On the standards front, a wealth of ISO standards safeguards the quality and safety of ski equipment, contributing to user confidence and market stability. Despite the setbacks from the COVID-19 pandemic, which led to a drastic drop in ski resort turnover, the Spanish market is well on the road to recovery, registering a substantial increase in turnover by 2022.
The Key Players of the Spanish Ski Equipment Landscape
When discussing the landscape of ski equipment in Spain, several primary stakeholders emerge as essential influencers and suppliers within the market. These stakeholders range from foreign specialty brands to local experts and key distributors, each contributing unique offerings to enthusiasts and professionals alike.
- Foreign Specialists Renowned for innovation and quality, the foreign specialist segment features some of the most prestigious names in ski equipment.
- Brands like Salomon, a part of the Adidas Group, and Head are household names among skiing communities. Both have established themselves as frontrunners in ski technology and design.
- Fusalp and Millet are also part of this league, where Fusalp is often associated with stylish and high-performance ski clothing, and Millet is recognized for its robust range of skiing and mountaineering gear.
- The Tecnica Group, with Blizzard and Nordica under its umbrella, further diversifies the market with its array of specialized skiing equipment, known for engineering boots and skis that cater to a broad spectrum of users.
- Spanish Specialists : On the local front, Trangoworld stands out as a Spanish specialist with a deep heritage rooted in designing mountain and outdoor gear. The company is respected for its dedication to creating high-quality products that suit the diverse terrain of Spanish ski resorts.
- Liken may not boast the same level of fame, but it is a promising brand that reflects Spain’s growing influence in the ski equipment sector.
- Furthermore, Rossignol’s Spanish division demonstrates how global brands are tapping into the local market, tailoring their offerings to cater to Spanish consumers' specific preferences and needs.
- Ski Equipment Distributors The distribution sector is crucial in making ski products accessible to the wider public.
- Decathlon is a powerhouse in this domain, offering an extensive selection of ski gear under its own brands, such as Wedze and INOVIK, and providing options for every level of skier at competitive prices.
- Similarly, Decimas plays a vital role in the retail aspect by supplying a variety of ski products, often serving as a bridge between the manufacturers and the end-users.
These players collectively shape the vibrant ski equipment market in Spain. They cater to an audience that values both the performance and the pleasure of skiing, reflecting the diverse landscapes and cultures that the sport represents in the country. With each brand bringing their signature to the slopes, Spanish skiers are indeed spoiled for choice.
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Summary and extracts
1 Market overview
1.1 Definition and presentation
Ski equipment as a whole comprises two distinct markets:
-the market for ski clothing (pants, jackets, socks, hats, etc.).
-the market for ski equipment itself (skis, snowboards, poles, etc.).
This market research report covers the two aforementioned segments in the Spanish market. Here we are dealing with all types of skis (alpine, touring, cross-country, etc.).
Globally, the ski equipment market is growing steadily. Europe is the largest market in the world, and skiing is very popular in some countries. Some 35% of Austrians skied at least one day in 2019, as did 35% of Swiss, 23% of Finns, 22% of Norwegians, 18% of Germans and 13% of French. However, North America is recording strong growth in ski equipment sales. In the United States and Canada, there are more and more skiers. At the same time, it is in Asia that government policies are more proactive in promoting skiing, as in India, China and Japan.
In Spain, skiing is common in the country's mountain ranges. The resorts of Baqueira Beret, Formigal and Panticosa, as well as La Molina and Masella in the Pyrenees, are examples. It is also possible to ski in Sierra Nevada, in Andalusia, or in Cantabria, in San Isidro, for example. Sales of ski equipment in Spain were greatly affected by the health restrictions in 2020, with a strong impact on demand in the domestic market. It is exports that have allowed local companies to hold their own, as well as the development of other activities such as cross-country skiing or snowshoeing
1.2 The world market
The global ski equipment and supplies market is estimated at USD *.* billion in **** and will reach USD *.* billion by the end of ****, at a CAGR of *.*% in ****-****. [***]
According to the outdoor Industry Association, the number of skiing participants in the Americas isthe number of ski participants in America reached **.** million in **** with an annual growth rate of *.**%. In addition, the growth of the tourism industry will encourage people to participate in winter sports such as skiing; according to the World BankIn ****, international tourism in terms of arrivals was *.** billion in ****, ** million more than the previous year However, factors such as changing weather conditions and the availability of counterfeit products are hindering the growth of the global ski equipment market. [***]
Taille du marché mondial des équipements de ski Monde, ****-*****, en milliards de dollars Source: ****
1.3 The domestic market
In terms of ski resort turnover, it can be seen that between **** and **** turnover experienced significant fluctuations. There was a decrease of **.*% in ****-****, followed by an increase of **.*% in ****-****. Turnover remained stable in ****-****, but increased by *.*% in ****-****. In ****-****, a *.*% drop was observed. However, in ****-****, there was a drastic decline of **.*%, due to the COVID-** pandemic. Finally, in ****-****, turnover recovered with a remarkable increase of ***.*%, reaching €***.* million.
Turnover of ski resorts in Spain Spain, ****-****, million euros Source: ****
Nevasportestimates that ski equipment rental represents between *% and *% of the overall turnover of ski resorts in Spain. The following graph shows the estimated turnover of this channel.
Estimated turnover of ski equipment rental in Spain Spain, ****-****, million euros Source: ****
Finally, *playBook also estimated that the snow sector will represent *.*% of the turnover of sporting goods retailers in Spain in ****. The following graph shows the estimated turnover of this channel for ****, **** and ****.
Estimated turnover of snow sports retailing in Spain, ****-****, millions of euros Spain, ****-****, million euros Source: ****
1.4 Imports and exports
Between **** and ****, imports of ski products (***) experienced a decrease of *.*%, from €**.* million in **** to €**.* million in ****. On the other hand, exports also decreased by *.*% in the same period, from €**.* million in **** to €**.* million in ****. Despite these decreases, the trade balance remained relatively stable, with a slight decrease of **.*% from €**.* million in **** to €**.* million in ****. In general terms, the overall evolution of the ski products market was negative in these years, with a percentage drop in both imports and exports.
Evolution of Spanish foreign trade in ski-related goods. Spain, ****-****, millions of euros Source: ****
2 Demand analysis
2.1 The profile of eski practitioners
As for the profile of the skiers, it can be seen first of all that the majority are men. Also, in terms of age, **% of skiers in **** were under ** years old, and the average age of skiers was ** years old.
Profile of skiers Spain, ****, %, age Source: ****
During the last decade, the percentage of Spaniards who practiced skiing in the last month of each year has experienced certain variations. In ****, *.*% of the population enjoyed this sport, decreasing slightly to *.*% in **** and ****. In **** and ****, the percentage dropped to *.*%, and in **** it reached its lowest point at *.*%. However, in **** and ****, interest in skiing recovered, returning to *.*% and *.*% respectively. In ****, the percentage decreased again to *.*%, but rebounded to *.*% in ****. Finally, in ****, a marked decrease in skiing was observed, with only *.*% of Spaniards participating in this activity in the last month.
Percentage of people who practiced skiing in Spain Spain, ****-****, % Source: ****
2.2 A ski season in Spain
Between **** and ****, the number of snow tourists in Spain experienced several fluctuations. From *.@* million in ****-****, it decreased by *% to *.* million in ****-****. Then, it increased by *.**% to *.* million in ****-****, but decreased again by *.**% to *.* million in ****-****. Between ****-****, the number of tourists grew by **.*% to *.* million and continued to increase by *.**% to *.* million in ****-****. However, in ****-****, the number of tourists decreased by *.*% to *.* million and dropped sharply by **% to *.* million in ****-**** due to the COVID-** pandemic. In ****-****, the number of snow tourists in Spain recovered considerably, again reaching *.* million, representing an increase of ***%. Overall, over the ten years, the number of snow tourists in Spain experienced a growth of **.**%.
Evolution of the number of visitors to Spanish ski resorts Spain, ****-****, millions of sportsmen and sportswomen Source: ****
In total, there are ** alpine ski resorts, being the most popular and widespread modality, where skiers can enjoy exciting descents down the slopes of the mountains. On the other hand, there are * Nordic ski resorts, a modality that is characterized by gliding on flat and undulating terrain, being an ideal option for those seeking a more leisurely experience in connection with nature. Finally, there is an indoor ...
2.3 Buying or renting ski equipment ?
In ****, *.*% of Spaniards had skis at home. However, in ****, a decrease in this percentage was observed, reaching *%. By ****, there was an increase in the number of Spaniards with skis at home, reaching *.*%. In summary, between **** and **** there was a decrease of *.* percentage points, while between **** and **** there was an increase of *.* percentage points of ski owners.
Percentage of the Spanish population owning skis at home Spain, ****-****, % Source: ****
Also, they were in **** **.*% of Spaniards who owned ski equipment and practiced skiing in the previous year. However, in ****, this percentage decreased to *.*%, representing a drop of *.* percentage points. By ****, an increase in participation is observed, reaching **.*% of the population, which means an increase of * percentage points compared to ****, but still *.* percentage points below the **** level.
Percentage of Spaniards who own ski equipment and who skied in the previous year Spain, ****-****, % Source: ****
During the ****-**** season, a percentage distribution was observed in which **.*% of people chose to rent skis, while **.*% already had their own equipment. Percentage distribution between those who rented skis and those who already had in the ****-**** season Spain, ****-****, % Source: ****
it can also be seen that during the ****-**** season, *.*% of skiers had purchased ski equipment, while *.*% of ...
3 Market structure
3.1 Map of eski stations in Spain
The following map shows the geographical distribution of the ** eski stations in Spain. Of these, ** are located in the Catalan Pyrenees, * in the Aragonese Pyrenees, * in the Cantabrian mountain range, * in the Central System, * in the Iberian System and * in the Penibetic system.
In ****, tourists visiting mountain systems in Spain were distributed as follows : the vast majority, **.*%, chose to visit the majestic Pyrenees, which stretch along the border between Spain and France. On the other hand, **.*% enjoyed the natural wonders of the Cordillera Penibetica, located in the south of the country. The Cantabrian Mountains, in northern Spain, attracted *.*% of tourists, while *.*% decided to explore the beauty of the Sierra de Guadarrama in the Central System. Finally, the Iberian System, which encompasses areas of Castilla y Leon, Aragon and the Valencian Community, was visited by *.*% of tourists, demonstrating the diversity and richness of Spain's mountain landscapes.
Percentage distribution of ski tourists in Spain according to mountain range Spain, season ****-****, % Source: ****
3.2 Market shares of brands
In the ski shoe brands market , Head in **** led the market with a **.*% share and was followed by Salomon with **.*%. Nordica was in third place with **.*% and Lange was in fourth position with **.*%. Atomic and Dalbello had shares of *.*% and *.*%, respectively, while Rossignol had *.*%. Fischer and Tecnica had market shares of *.*% and *%, respectively. Dynafit has a minor presence with *.*% and other brands accounted for *.*% of the ski shoe market.
Breakdown of ski shoes used by brand Spain, ****, % Source: ****
In the market for the main ski brands, Head also led the Spanish market in **** with a **.*% share, followed by Fischer with **%. Rossignol was in third place with **.*%, while Volkl and Atomic had a *.*% and *% share, respectively. Salomon was in sixth position with *.*%, followed closely by Elan with *.*%. Dynastar had a *.*% share, Nordica *.*% and Blizzard *.*%. Finally, other lesser-known brands accounted for *.*% of the ski market.
Percentage distribution of ski brand used for skiing Spain, ****, % Source : Countop In ****, the ski brands with the largest market shares in Spain, Andorra and France were Head, Atomic and Rossignol, respectively. In Spain, Head led with **%, followed by Fischer with **%. In Andorra, Atomic had a **% share, while Volkl and Salomon tied with **%. On the other hand, in France, ...
4 Offer analysis
4.1 Sports included in skiing
Ski equipment includes the following sports and equipment:
Alpine skiing Freeride Snowboarding Nordic skiing Telemark skiing Monoskiing Snowshoes
These types of products vary according to the type of activity (***).
New disciplines regularly emerge among the snow activities. For example :
Snowbike, in which skiers sit on a small bike whose wheels have been replaced by skis. Speed riding, in which the skier wears a parachute to alternate between gliding and flying. Snowkiting, the mountain equivalent of kitesurfing, but more complicated because the rugged terrain of the mountains interrupts the flow of air. The snowscoot, a machine composed of a frame, two different boards similar to snowboards, a fork and a handlebar to steer the front board. The rear board is attached to the frame and the front board to the fork.
4.2 Prices
The table below presents the ski equipment prices of the * most popular products for each category in Decathlon. Decathlon in ****, was the leader in Spain in equipment sales with a turnover of *.*** billion euros.
Source: ****
5 Regulation
5.1 ISO international standards for ski equipment
There are more than thirty standards on these materials. Most of these standards are descriptive only and establish definitions of the geometric and technical characteristics of the equipment and the methods to be used to define these criteria, on the one hand, and of the minimum interchangeability characteristics of the equipment, on the other.
The standards on safety bindings for alpine skiing are not included in this generality. They define very strict mechanical requirements to ensure maximum user safety.
All ISO standards for ski equipment can be found on the official website of the International Organization for Standardization, snow and sport equipment section ISO/TC**/SC*. A total of ** ISO standards are grouped in this category, plus * draft standards. The ISO/TC**/SC* secretariat is based in Vienna, Austria.
6 Stakeholder positioning
6 Segmentation
- Decathlon Groupe
- Salomon (Amer Sport groupe)
- Skis Rossignol
- Head
- Atomic
- Nordica (Tecnica Group)
- Blizzard (Tecnica)
- Decimas
- Liken
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