The Federation of the European Sporting Goods Industry (FESI) has completed its annual market research on ski product sell-in data, providing a comprehensive assessment of the evolution of the European ski market following the Covid pandemic and the first winter season in the shadow of the war in Ukraine and the accompanying economic problems. FESI, representing 25 leading ski brands in Europe and worldwide, collects and anonymizes this data to present the most up-to-date, reliable and accurate market insights available to the market.
“The March 2022 to March 2023 season analysis carried out by FESI, encompassing volumes of alpine skis, ski boots, bindings, touring skis, and Nordic skis sold to distributors and retailers, brings forth several key findings, indicating positive trends and promising outlook for the ski industry,” said René Harrer, Director Global Sales & Marketing at Head Ski, and Chairman of FESI’s Winter Sports Task Force. “The recovery of the ski industry to pre-Covid sales levels, despite various challenges, reflects the resilience and adaptability of both businesses and consumers. This positive outlook bodes well for the future of the ski market.”
Covid recovery
Despite a mild and dry winter season and an expectedly stagnant Russian market, the ski industry has shown clear signs of recovery. The analysis shows that 3,672,962 pairs of alpine skis were sold this season. This is almost exactly the same amount as in the pre-Covid 2019-2020 season, which was very good for the industry. The ski market has returned to pre-Covid sales levels, and overstocks are less of a problem. This recovery is an encouraging sign for the future of the industry.
Alpine ski products continue to be in high demand
Alpine skis, bindings and ski boots have emerged as the “star” products driving market growth with an average increase of 20 to 35 percent, according to the FESI market study. The strong performance of these products, supported by the full reopening of ski resorts and slopes and solid growth in the traditional markets of Germany, Austria, Italy, France and Switzerland, demonstrates the continued popularity of alpine skiing among consumers.
Ski touring
There has been a slight slowdown in the ski touring (ski mountaineering, skimo) segment due to some decline in off-piste “newcomers” as ski resorts and groomed runs reopened after Covid. Nevertheless, this segment remains an essential and healthy part of the ski market.
Nordic
Data shows a net decline in the Nordic skiing segment due to insufficient snowfall in some regions this season. However, this setback does not diminish the long-term potential of the Nordic ski market, which will remain an integral part of the winter sports industry as long as climate change does not accelerate the increase in snowfall.
Undaunted resilience
In summary, after several difficult seasons in a row, FESI’s annual ski market data for 2023 finally shows an unshakable resilience in the ski market, with both seasoned enthusiasts and new participants embracing winter sports with gusto. FESI’s commitment to collecting sales data from member companies ensures the availability of reliable market share information. This data enables industry players to make informed decisions, plan strategies, and drive growth in the ski industry.
“I am thrilled to witness the remarkable recovery our members have achieved. While we celebrate this success, we cannot overlook the pressing concerns posed by climate change. Therefore, we are determined to redouble our efforts through our milestone initiative, the Winter Sports Sustainability Network (WSN). In this spirit, we extend a heartfelt invitation to all companies engaged in the production of skis and ski boots to join forces with us. Together, we can drive meaningful change and contribute to a sustainable future,” emphasized FESI Secretary General Jérôme Pero.
Photo: Meizhi Lang on Unsplash
