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Marketanalysis
Marketanalysis
The goggle industry is an international market, while seasonal it does operate year round in
both hemispheres. The goggle industry is an 85 million dollar industry. Roughly 1.1-1.3 million
units are sold per year. The industry has grown steadily going from $68 million during the
2011/2012 season to over $84 million during the 2013/2014 season.
Competitive Analysis
The industry is dominated by five major brands. With every other brand outside of this top five
controlling 3% or less of the market. (In terms of dollars sold). Of these top five, two brands
stand out distinctly and the number one brand controls nearly half of the market on its own. As
seen below:
(2013-2014 season)
Brand
Smith
44%
Oakley
20%
Anon
10%
Scott
6%
Giro
6%
As can be seen by these figures, Smith and Oakley dominate the market in terms of dollar
share. A more significant analysis of the current market reveals however just how dramatically
Smith leads the industry, The next table illustrates the number of units sold during the 20132014 season.
Brand
Units Sold
Smith
532,567
Oakley
151,489
Anon
109,819
Scott
126,889
Giro
81,244
Smiths domination of the google market is massive. Nearly five times the number of units are
sold as the next closest competitor. Smith accounts for not only over 44% of the dollar share of
the market but over a full third of the total units sold.
This chart shows the number of skiers and snowboarders year to year since 2001.
This chart shows the total number of skiers and snowboarders year to year since 2001.
This chart demonstrates the size of the primary target demographic (ages 12-24) as a
percentage of the total number of skiers and snowboarders.
This chart shows that target demographic (ages 12-24) as a percentage of the total number of
skiers and snowboarders broken up to show the percentage of skiers and snowboarders.
This chart shows the market as distributed between males and females.
This chart shows the number of male participants since 2001 as compared to the average
number which is shown in blue.
This shows the number of female participants since 2001 as compared to the average number
which is shown in orange.