Our partner, the Federation of European Sporting Goods Industry (FESI) recent study registers the significant growth of the ski market during the last winter season. According to the report, skis and ski equipment’s sales between the winter season 2019 and 2016 have generally increased.
The data shows a clear expansion of the European ski market on average compared to the previous season with a general increase of the sale of skis, ski bindings and ski boots of around 10%. This confirms a progressive growth of the ski market for the third year in a row, reaching almost 20% increase of ski sales compared to 2016.
In some EU countries the sales increased more than in others, namely Italy, Spain and Sweden. In Czech Republic, FESI notes a positive trend in ski sales. The UK is the only market where there has been a clear decrease compared to last season, probably because of the uncertainties caused by Brexit and the weaker pound. Outside Europe, Canada was among the countries that recorded an interesting growth in ski equipment’s sales, even though for boots the difference between the two seasons was not outstanding.
Regarding Japan, it is important to note that the EU-Japan Free Trade Agreement entered into force on 1 February 2019, therefore only two months before the end of the season. With this agreement, custom duties levied by Japan on ski boots will gradually be removed, thus expanding export opportunities of EU ski companies.
The higher number of sales is not limited to men. Indeed, there has been a meaningful increment in sales for women’s skis and ski boots in Germany, Austria, Sweden and Japan and for women’s skis in Norway.
Jerome Pero, FESI Secretary General, comments: “The European ski market registered such an expansion because investments are paying off and the customers’ confidence is back. Women played a key role in boosting skis and ski equipment’s sales in various countries, meaning that the ski industry aims to be as inclusive as possible.”