Surfing - Global Strategic Business Report

Global Industry Analysts, Inc, August 2011, Pages: 194

This report analyzes the worldwide markets for Surfing in US$ Million. The report provides separate comprehensive analytics for the US, Europe, Australia, and Rest of World. Annual estimates and forecasts are provided for the period 2009 through 2017. Also, a six-year historic analysis is provided for these markets.

The report profiles 105 companies including many key and niche players such as

- AJW Surfboard (USA)
- Billabong International Limited (Australia)
- Body Glove International, LLC (US)
- Channel Islands Surfboards (USA)
- Firewire Surfboards, LLC (USA)
- Globe International Ltd. (Australia)
- Gul Surf Co. (UK)
- Harbour Surfboards LLC (USA)
- Hurley International LLC (USA)
- Naish International (USA)
- ONeill (USA)
- Quicksilver, Inc. (USA)
- Rip Curl, Inc. (USA)
- The adidas Group (Germany)
- Volcom, Inc. (USA)

Market data and analytics are derived from primary and secondary research.

Company profiles are mostly extracted from URL research and reported select online sources.

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1. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS 1
Study Reliability and Reporting Limitations 1
Disclaimers 2
Data Interpretation & Reporting Level 3
Quantitative Techniques & Analytics 3
Product Definition and Scope of Study 3

2. INDUSTRY OVERVIEW 4
A Prelude 4
Table 1: Worldwide Surfing Population (2010): Percentage
Share Breakdown of Surfers by Select Country (includes
corresponding Graph/Chart) 4
Surfing Apparel: As Important as Surfing Equipment 5
Product Innovations: Name of the Game 5
Demographic Shifts 5
Favorable Demographics to Boost Surfing Gear Sales 5
Surf Forecasting Improves Participation 6
Average Age of Surfer is Changing! 6
Specific Strategies Needed to Target Women Surfer 6
A Straight Talk About Current Market Scenario 7
Economic Slowdown Take The Wind Out of the Market's Sails 7
Raw Material Cost & Discounting Created a Challenging
Environment 8
The World Beyond Recession 8
Shift from West to East 8
Outlook 9
Market Drivers & Trends 9
Media - A Major Promotional Platform 9
Manufacturers Rope in Celebrities & Athletes for Promotions &
Endorsements 9
Brand Diversification to Open up Huge New Markets 10
Entertainment Industry Lent A Hand in Promoting Surfing Culture 10
Environment Friendly Boards Making Beeline to Market 10
Sustainable Practices to Spur Growth 11
Competitive Landscape 11
Market Issues 11
Seasonality & Topography: A Characteristic of the Sport 11
Cost Pressure Increases With Newcomers Entering the Sport 12
Alternate Sports & Leisure Activities Cap Consumer Base 12
Oil, Gas Prices Makes Wave Riding a Costly Proposition 12
Adverse Impact on Environment 13
Hazards Associated with Surfing 13

3. PRODUCT OVERVIEW 14
Surfing - An Introduction 14
Evolution of Surfing 14
Surfing Techniques 14
Types of Surfing 15
Bodyboarding and Bodysurfing 15
Tow-in Surfing 15
Boat surfing 15
Other Surfing Type Sports: Paddleboarding, Sea Kayaking,
Windsurfing, Kitesurfing, and Wakesurfing 15
Surf Apparel 15
Other Surfing Gear 16
Surfboards 16
Types of Surfboards 16
Shortboards 16
Longboards 16
Funboards 16
Other Surfboards 16
Technical Textiles 17
Wetsuits 17
Rashguards 17
Others 17

4. PRODUCT LAUNCHES/INTRODUCTIONS 18
Alpinestars Unveils the HD Boardshort 18
Odina Surf Launches Spring 2011 Swimwear 18
Rip Curl Introduces Mirage Fanning Boardshort 18
Ducati Enters into Co-Branding Agreement with Bear to
Introduce Capsule Collection 18
Quicksilver Unveils Surf Gear Range 19
Fox Head Introduces Surf Clothes 19
Vew-Do Balance Boards Unveils Bare Foot Series of Surf
Inspired Balance Boards 19
ONeill Unveils EcoNeill Surfing Apparel 20
Chemistry Surfboards Unveils Online Store 20
Patagonia Unveils Online Surf Catalog 20
Quicksilver Collaborates with European Retailers to Introduce
New Boardshorts 21
Cabrinha to Introduce Stand Up Paddle Surfing Gear 21
Merton hotel Launches FlowRider Surf Simulator 22
WaveTribe Introduces Eco-friendly Surfing Products 22

5. RECENT INDUSTRY ACTIVITY 23
Pukas Enters into Partnership with Tecnalia to Develop Surfboards 23
Billabong International Acquires Surf Dive ‘n Ski and Jetty Surf 23
Billabong International Acquires Rush Surf 23
Billabong Purchases Becker Surf and Sport 23
Full Spectrum Media Takes Over 5boards.com 24
Sitka SURFboards Corporation Opens Vancouver Flagship Store 24
Billabong and Surfstitch Enter into Agreement 24
Billabong International Enters into Agreement with Swell.com 24
Boardworks to Create Paddle Division and Ink Agreement with
Rusty Preisendorfer 25
American Wave Machines and Body Glove International Ink Agreement 25
Billabong to Acquire West 49 25
Gateshead Council to Design Leisure Centre with Surfing System 25
Billabong International Purchases DaKine Hawaii 26
Volcom Takes over Laguna Surf & Sport 26
Billabong International Acquires Sector 9 26

6. FOCUS ON SELECT PLAYERS 27
AJW Surfboard (USA) 27
Billabong International Limited (Australia) 27
Body Glove International, LLC (US) 27
Channel Islands Surfboards (USA) 27
Firewire Surfboards, LLC (USA) 28
Globe International Ltd. (Australia) 28
Gul Surf Co. (UK) 28
Harbour Surfboards LLC (USA) 29
Hurley International LLC (USA) 29
Naish International (USA) 29
ONeill (USA) 29
Quicksilver, Inc. (USA) 30
Rip Curl, Inc. (USA) 30
The adidas Group (Germany) 31
Volcom, Inc. (USA) 31

7. GLOBAL MARKET PERSPECTIVE 32
Table 2: World Recent Past, Current and Future Analysis for
Surfing by Geographic Region - US, Europe, Australia, and Rest
of World Markets Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2009 through 2017 (includes
corresponding Graph/Chart) 32

Table 3: World Historic Review for Surfing by Geographic
Region - US, Europe, Australia, and Rest of World Markets
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) 33

Table 4: World 15-Year Perspective for Surfing by Geographic
Region - Percentage Breakdown of Dollar Sales for US, Europe,
Australia, and Rest of World Markets for Years 2003, 2010 and
2017 (includes corresponding Graph/Chart) 34

Table 5: World Recent Past, Current and Future Analysis for
Surfing Apparel by Geographic Region - US, Europe, Australia,
and Rest of World Markets Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2009 through 2017
(includes corresponding Graph/Chart) 35

Table 6: World Historic Review for Surfing Apparel by
Geographic Region - US, Europe, Australia, and Rest of World
Markets Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2003 through 2008 (includes
corresponding Graph/Chart) 36

Table 7: World 15-Year Perspective for Surfing Apparel by
Geographic Region - Percentage Breakdown of Dollar Sales for
US, Europe, Australia, and Rest of World Markets for Years
2003, 2010 and 2017 (includes corresponding Graph/Chart) 37

Table 8: World Recent Past, Current and Future Analysis for
Others by Geographic Region - US, Europe, Australia, and Rest
of World Markets Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2009 through 2017 (includes
corresponding Graph/Chart) 38

Table 9: World Historic Review for Others by Geographic
Region - US, Europe, Australia, and Rest of World Markets
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) 39

Table 10: World 15-Year Perspective for Other by Geographic
Region - Percentage Breakdown of Dollar Sales for US, Europe,
Australia, and Rest of World Markets for Years 2003, 2010 and
2017 (includes corresponding Graph/Chart) 40

8. THE UNITED STATES 41
A.Market Analysis 41
Current and Future Analysis 41
Market Overview 41
Surfing Participation 41
Table 11: Surfing Participation in the US for the years
2001 through 2009 (In Millions) (includes corresponding
Graph/Chart) 41

Table 12: Surfing Population in US (2010): Percentage
Breakdown of Surfing Participation by Age Group (includes
corresponding Graph/Chart) 42

Table 13: Surfing Population in US (2010): Percentage
Breakdown of Surfing Participation by Frequency of
Participation (includes corresponding Graph/Chart) 42
Purchase Trends 42
Factors Influencing Purchasing Decision 42
Leading Purchase Locations 42
Table 14: US Longboards Market (2010): Percentage
Breakdown of Retail Sales by Frequency of Purchase
(includes corresponding Graph/Chart) 43

Table 15: US Surf Market (2010): Percentage Breakdown of
Retail Sales by Purchase Location (includes corresponding
Graph/Chart) 43
B.Market Analytics 44
Table 16: US Recent Past, Current and Future Analysis for
Surfing by Segment - Apparels and Others Independently
Analyzed with Annual Sales Figures in US$ Million for Years
2009 through 2017 (includes corresponding Graph/Chart) 44

Table 17: US Historic Review for Surfing by Segment -
Apparels and Others Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2003 through 2008 (includes
corresponding Graph/Chart) 45

Table 18: US 15-Year Perspective for Surfing by Segment -
Percentage Breakdown of Dollar Sales for Apparels and Others
for Years 2003, 2010 and 2017 (includes corresponding
Graph/Chart) 45

9. EUROPE 46
A.Market Analysis 46
Current and Future Analysis 46
Key Statistics: 46
Table 19: Surfing Population in Europe (2009): Percentage
Share Breakdown of Number of Participants by Gender 46

Table 20: Surfboard Manufacturing in Europe (2009):
Breakdown by Type 46
B.Market Analytics 47
Table 21: European Recent Past, Current and Future Analysis
for Surfing by Geographic Region - France, Germany, Italy,
UK, Spain, Russia, and Rest of Europe Markets Independently
Analyzed with Annual Sales Figures in US$ Million for Years
2009 through 2017 (includes corresponding Graph/Chart) 47

Table 22: European Historic Review for Surfing by Geographic
Region - France, Germany, Italy, UK, Spain, Russia, and Rest
of Europe Markets Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2003 through 2008 (includes
corresponding Graph/Chart) 48

Table 23: European Recent Past, Current and Future Analysis
for Surfing by Segment - Apparels and Others Independently
Analyzed with Annual Sales Figures in US$ Million for Years
2009 through 2017 (includes corresponding Graph/Chart) 49

Table 24: European Historic Review for Surfing by Segment -
Apparels and Others Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2003 through 2008 (includes
corresponding Graph/Chart) 50

Table 25: European 15-Year Perspective for Surfing by
Geographic Region - Percentage Breakdown of Dollar Sales for
France, Germany, Italy, UK, Spain, Russia, and Rest of
Europe Markets for Years 2003, 2010 and 2017 (includes
corresponding Graph/Chart) 51

Table 26: European 15-Year Perspective for Surfing by
Segment - Percentage Breakdown of Dollar Sales for Apparels
and Others for Years 2003, 2010 and 2017 (includes
corresponding Graph/Chart) 52

9a. FRANCE 53
Market Analysis 53
Table 27: French Recent Past, Current and Future Analysis
for Surfing by Segment - Apparels and Others Independently
Analyzed with Annual Sales Figures in US$ Million for Years
2009 through 2017 (includes corresponding Graph/Chart) 53

Table 28: French Historic Review for Surfing by Segment -
Apparels and Others Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2003 through 2008 (includes
corresponding Graph/Chart) 54

Table 29: French 15-Year Perspective for Surfing by Segment
- Percentage Breakdown of Dollar Sales for Apparels and
Others for Years 2003, 2010 and 2017 (includes corresponding
Graph/Chart) 54

9b. GERMANY 55
Market Analysis 55
Table 30: German Recent Past, Current and Future Analysis
for Surfing by Segment - Apparels and Others Independently
Analyzed with Annual Sales Figures in US$ Million for Years
2009 through 2017 (includes corresponding Graph/Chart) 55

Table 31: German Historic Review for Surfing by Segment -
Apparels and Others Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2003 through 2008 (includes
corresponding Graph/Chart) 56

Table 32: German 15-Year Perspective for Surfing by Segment
- Percentage Breakdown of Dollar Sales for Apparels and
Others for Years 2003, 2010 and 2017 (includes corresponding
Graph/Chart) 56

9c. ITALY 57
Market Analysis 57
Table 33: Italian Recent Past, Current and Future Analysis
for Surfing by Segment - Apparels and Others Independently
Analyzed with Annual Sales Figures in US$ Million for Years
2009 through 2017 (includes corresponding Graph/Chart) 57

Table 34: Italian Historic Review for Surfing by Segment -
Apparels and Others Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2003 through 2008 (includes
corresponding Graph/Chart) 58

Table 35: Italian 15-Year Perspective for Surfing by Segment
- Percentage Breakdown of Dollar Sales for Apparels and
Others for Years 2003, 2010 and 2017 (includes corresponding
Graph/Chart) 58

9d. THE UNITED KINGDOM 59
Market Analysis 59
Table 36: UK Recent Past, Current and Future Analysis for
Surfing by Segment - Apparels and Others Independently
Analyzed with Annual Sales Figures in US$ Million for Years
2009 through 2017 (includes corresponding Graph/Chart) 59

Table 37: UK Historic Review for Surfing by Segment -
Apparels and Others Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2003 through 2008 (includes
corresponding Graph/Chart) 60

Table 38: UK 15-Year Perspective for Surfing by Segment -
Percentage Breakdown of Dollar Sales for Apparels and Others
for Years 2003, 2010 and 2017 (includes corresponding
Graph/Chart) 60

9e. SPAIN 61
Market Analysis 61
Table 39: Spanish Recent Past, Current and Future Analysis
for Surfing by Segment - Apparels and Others Independently
Analyzed with Annual Sales Figures in US$ Million for Years
2009 through 2017 (includes corresponding Graph/Chart) 61

Table 40: Spanish Historic Review for Surfing by Segment -
Apparels and Others Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2003 through 2008 (includes
corresponding Graph/Chart) 62

Table 41: Spanish 15-Year Perspective for Surfing by Segment
- Percentage Breakdown of Dollar Sales for Apparels and
Others for Years 2003, 2010 and 2017 (includes corresponding
Graph/Chart) 62

9f. RUSSIA 63
Market Analysis 63
Table 42: Russian Recent Past, Current and Future Analysis
for Surfing by Segment - Apparels and Others Independently
Analyzed with Annual Sales Figures in US$ Million for Years
2009 through 2017 (includes corresponding Graph/Chart) 63

Table 43: Russian Historic Review for Surfing by Segment -
Apparels and Others Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2003 through 2008 (includes
corresponding Graph/Chart) 64

Table 44: Russian 15-Year Perspective for Surfing by Segment
- Percentage Breakdown of Dollar Sales for Apparels and
Others for Years 2003, 2010 and 2017 (includes corresponding
Graph/Chart) 64

9g. REST OF EUROPE 65
Market Analysis 65
Table 45: Rest of Europe Recent Past, Current and Future
Analysis for Surfing by Segment - Apparels and Others
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart) 65

Table 46: Rest of Europe Historic Review for Surfing by
Segment - Apparels and Others Independently Analyzed with
Annual Sales Figures in US$ Million for Years 2003 through
2008 (includes corresponding Graph/Chart) 66

Table 47: Rest of Europe 15-Year Perspective for Surfing by
Segment - Percentage Breakdown of Dollar Sales for Apparels
and Others for Years 2003, 2010 and 2017 (includes
corresponding Graph/Chart) 66

10. AUSTRALIA 67
A.Market Analysis 67
Current and Future Analysis 67
Market Overview 67
B.Market Analytics 68
Table 48: Australian Recent Past, Current and Future
Analysis for Surfing by Segment - Apparels and Others
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart) 68

Table 49: Australian Historic Review for Surfing by Segment
- Apparels and Others Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) 69

Table 50: Australian 15-Year Perspective for Surfing by
Segment - Percentage Breakdown of Dollar Sales for Apparels
and Others for Years 2003, 2010 and 2017 (includes
corresponding Graph/Chart) 69

11. REST OF WORLD 70
Market Analysis 70
Table 51: Rest of World Recent Past, Current and Future
Analysis for Surfing by Segment - Apparels and Others
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart) 70

Table 52: Rest of World Historic Review for Surfing by
Segment - Apparels and Others Independently Analyzed with
Annual Sales Figures in US$ Million for Years 2003 through
2008 (includes corresponding Graph/Chart) 71

Table 53: Rest of World 15-Year Perspective for Surfing by
Segment - Percentage Breakdown of Dollar Sales for Apparels
and Others for Years 2003, 2010 and 2017 (includes
corresponding Graph/Chart) 71

COMPETITIVE LANDSCAPE

Total Companies Profiled: 105

------------------------------------------
Region/Country Players
------------------------------------------
The United States 55
Canada 1
Europe 21
France 2
Germany 1
The United Kingdom 13
Italy 2
Spain 1
Rest of Europe 2
Asia-Pacific (Excluding Japan) 24
Latin America 1
Africa 3
------------------------------------------

According to Global Industry Analysts's market research report, the surfing industry has realized tremendous gains during the past several years, and continues to evolve. The primary driver is the initiative of surfing equipment makers, marketers and associations to make surfing much more approachable than it was in previous years with the roll out of several public surfing facilities and artificial reefs. The sport of surfing has also become a fashion trend and manifested itself into a billion-dollar market. Increased accessibility and affordability has drawn significant number of surfing participants and has attracted wider demographic clusters beyond just the younger generation. Demographically, the overall surfers continue to expand and become more female and older than in the past thanks to growing consumer awareness and liking, and surfing becoming an "important part of youth culture". The growing popularity of longboards that makes learning surf easier, the growth of the surf schools, and the ‘style’ and ‘coolness’ quotient associated with the surf culture is leading to increase in the surfing participation. To cash in on the emerging demographic profile, professional surfing associations, such as the Surf Industry Manufacturers Association and European Surfing Federation have increased the visibility of the sport through promotional and educational programs designed to attract new surfers.

The surfing industry is marked by fluctuations, which are seasonal and trend-driven. Factors impacting the business climate in the marketplace include - economic conditions, levels of disposable incomes, and consumer demographics. Historically, the resonating growth in the industry was largely the result of the rise in the number of spectators and participants spurred on by the immense popularity and introduction of such events as "X Games", and wider cable TV coverage of skateboarding, snowboarding, and surfing events. The recent economic slowdown has temporarily taken the wind out of the market’s sails, with consumers curtailing expenditure on leisure travel and consumables.

The continued fall in employment rates, reducing incomes, reduction in household wealth, falling disposable incomes, and plummeting per capita spends, together pushed growth patterns of the retail industry into a rough patch. Surfing apparel took the heaviest blow with fewer apparel selling in the years 2008 & 2009. Carryover equipment sold relatively well as retailers slashed prices to bring in more customers and reduce inventories. The trend has been especially pronounced of late, largely as a result of the growing consumer preference for cost-effective, price competitive products as they attempt to reduce their expenses against a backdrop of deteriorating economic conditions. However, the economic recession was only a part of the reason for declining purchases by surfers. The surfing market will be limited by market maturity, and declining birth rates particularly in developed countries. Volume sales of surfing apparel and equipment depend highly on demographic trends, as the 30-plus market, do not tend to purchase as many T-shirts or board shorts as youngsters. Even while declining birth rates are putting a damper on sales of surfing gear in developed markets, the popularity of surfing in developing markets offer manufacturers an opportunity take advantage of the growth potential in the post recession period.

As stated by the new market research report, the US and Europe together accounts for a major share of the global Surfing market revenues. Widely perceived as a game of the youth, surfing has emerged as an indicator of cool and casual lifestyle for young minded people. The surfing apparel and accessories market is not restricted to the actual participants, but include consumers who purchase brands and styles associated with it. Given the demographic profile of participants in this game and higher margins associated, surfing apparel ranks as important as surfing equipment. Enthused by the opportunities existent in this space, leading sportswear makers are emphasizing on the concept of sport-specific apparel that appear both dynamic and fashionable to its consumers. Market for Surfing Apparel in Europe is expected to surge at a CAGR of nearly 5.0% during the analysis period.

Global Industry Analysts ©

- AJW Surfboard (USA)
- Billabong International Limited (Australia)
- Body Glove International, LLC (US)
- Channel Islands Surfboards (USA)
- Firewire Surfboards, LLC (USA)
- Globe International Ltd. (Australia)
- Gul Surf Co. (UK)
- Harbour Surfboards LLC (USA)
- Hurley International LLC (USA)
- Naish International (USA)
- ONeill (USA)
- Quicksilver, Inc. (USA)
- Rip Curl, Inc. (USA)
- The adidas Group (Germany)
- Volcom, Inc. (USA)

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