SIA’s 2011 Women’s Market Intelligence Report Released

SIA released the 2011 Women’s Market Intelligence Report, which provides an in-depth look into women’s spending in the snow sports marketplace.

SnowSports Industries America (SIA) is pleased to announce the release of the 2011 Women's Market Intelligence Report, which provides an in-depth look into women's spending in the snow sports marketplace. Women are responsible for more than 80% of all consumer spending and despite the fact that more skiers and riders are male, the snow sports market is no exception. Last season women spent a record $941 million on snow sports gear made specifically for them, and had a hand in most other purchasing decisions for their families. SIA breaks all this down and more in the 4th annual edition of the Women's Snow Sports Market Intelligence Report giving companies an accurate snapshot of what/where/how women were buying in 2011.

“This report is the only place to get women-specific snow sports data including participation, sales, demographics and more,” said SIA Director of Research, Kelly Davis.

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, including charts and numerical breakdowns, gives companies a competitive edge. Below is a sample of findings in the 2011 Women's Market Intelligence Report.

2011 Women's Intelligence Report Highlights:
•The top-selling ski in 2010/11 was a women's ski—the K2 Tru Luv
•The typical female snowboarder is between ages 25 and 34
•Thirty-four percent of women cross country skiers report household incomes of $100K+
•Women's AT/Randonee boots saw an increase of 214% in unit sales last season
•Alpine ski equipment represents 68% 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 46% of the category
•Women prefer to shop in specialty shops, where they look for expert advice

The Women's Market Intelligence is available at no cost to SIA members and $425 for non-members. The 2011 Snow Sports Market Intelligence Report, a wide-ranging report of activity in the snow sports marketplace during the 2010/11 season, is also available. Make sure to look out for the 2011 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. Lean more. Be sure to check out the State of the Industry Research Videos that highlight the record 2010/11 winter season. If you have any questions or need research assistance please contact Kelly Davis, SIA's Director of Research at or by phone at 703.506.4224.

- SIA -

SnowSports Industries America (SIA) is the national not-for-profit, North American member-owned, trade association representing suppliers and service providers of snow sports products with constituents in the retailer, rep and resort communities. Established in 1954, SIA annually produces the SIA Snow Show, the largest snow sports industry trade show, on-snow demo and networking environment globally, while delivering invaluable data/research reports including the Snow Sports Market Intelligence Report, SnowSports RetailTRAKTM and Executive Market Summary. SIA helps grow the industry with consumer initiatives and websites, and, marketing products, services and programs helping our Members operate more efficiently, bring their products to market and increase participation in snow sports. For more information, check out SnowSports Industries America, 8377-B Greensboro Drive, McLean, VA 22102-3587. Phone: 703.556.9020, Fax: 703.821.8276, Email: