NSGA Brand Share Reports (Sample & Order Form)

                                                                                                                                                      

                          

     
                                                                                                                                              
Every year NSGA does its research study "The Sporting Goods Market" as a service to its members. The study, prepared by the independent research company of Irwin Broh & Associates, delineates the size and scope of the sporting goods market. At the same time, we gather brand share data on certain products.

Each brand share report shows product sold by type of outlet, retail price range, major geographic regions and household income. It includes data on age and gender of major user. Reports include graphs showing year-to-year changes. The brand share data is based on a representative sample panel of 20,000 U.S. households for equipment, 40,000 households for footwear. This panel is maintained by NFO, one of the most respected research companies in this field.

Types of outlets covered in the report include: sporting goods stores, specialty sport shops, pro shops, discount stores, department stores, warehouse clubs, mail order and other outlets. Brand data is reported specifically for Kmart, Target and Wal-Mart in the discount store category and Sears in the department store category. "Online/Internet" purchases, which have shown significant growth in both sports equipment & footwear, are also captured.  For footwear, specialty athletic footwear stores, family shoe stores and factory outlet stores replace catalog showrooms and warehouse clubs in types of outlets. For fitness equipment, TV shopping is reported.

The studies are done in two parts. Footwear and Spring/Summer products are surveyed for Oct. 2005-Sept. 2006. The Fall/Winter products are surveyed for Jan.-Dec. 2006. The accompanying order form lists the brand share reports available and their cost. Additional discounts are available for purchasing entire categories – athletic footwear, golf, hunting, outdoors, team, games, wheel sports and exercise equipment.

Notes:

  • Consumer recall of brands varies by product. For example, it will be very high for running shoes and somewhat lower for gym shoes/sneakers. Because of price point, certain products will have a small base but a high level of consumer recall. Treadmills are an example.

  • Products surveyed in 2006 but not in 2005 are indicated on the order form as “New.”