Document 1315525

2014
Size of the Hunting, Shooting
and Self-Defense Market
Detailed Report
This report provides a detailed report of market size information recently produced
by Southwick Associates, including sales in retail dollars and units by type, brand,
gauge/caliber for commonly purchased hunting, shooting, and self-defense
products.
Produced by:
With endorsement from:
The Southwick Associates’ name indicates all research is based on
extensively researched quantification methods incorporating proven data
sources and followed with scientific statistical checks to verify and approve
all results.
.
Table of Contents
Page
Background and Methods .................................... 3
Firearms (type, purpose) ...................................... 4
Handguns (type, purpose, brand, caliber) ......... 5
Rifles (type, purpose) ......................................... 7
MSR/tactical Rifles (brand, caliber)............... 7
Traditional Rifles (brand, caliber) .................. 7
Shotguns (type, purpose, brand, gauge).......... 12
Muzzleloader (type, purpose) .......................... 14
Ammunition (type) ............................................ 15
Rifle Ammunition (caliber, brand) ................... 16
Handgun Ammunition (caliber, brand) ............ 18
Shotgun Ammunition (caliber, brand) ............. 19
Hunting Apparel (type)....................................... 20
Shirts (pattern brand, brand) ........................... 20
Pants (pattern brand, brand) ........................... 22
Jackets (pattern brand, brand) ........................ 24
Vests (pattern brand, brand) ........................... 26
Boots (brand) ................................................... 28
Backpacks (brand) ............................................ 29
Optics (type, purpose) ........................................ 30
Scopes (brand) ................................................. 32
Binoculars (brand) ............................................ 33
Spotting Scopes (brand) ................................... 34
Handheld Laser Rangefinder (brand) ............... 34
Laser Sight (brand) ........................................... 35
Reflex/Red Dot Sight (brand) ........................... 35
Red Dot/Tactical Magnifiers (brand) ............... 36
Night Vision/Thermal Imaging (brand) ............ 36
Hunting Gear and Supplies (type) ....................... 37
Game Calls (type, brand).................................. 37
Blinds (type, brand) .......................................... 39
Decoys (type, brand) ........................................ 40
Game Feeders (type, brand) ............................ 41
Game Feed (type, brand) ................................. 42
Two-Way Radio (purpose, brand) .................... 43
Hunting Knives/Multi-tools (type, brand) ........ 43
Page
Cover Scent (brand) ......................................... 45
Lure Scent (brand)............................................ 45
Odor Eliminator (brand) ................................... 45
Game Cooler (brand) ....................................... 46
GPS (brand) ...................................................... 46
Food Plot Seed (brand) .................................... 47
Trail Cameras (brand)....................................... 47
Tree Stands (brand).......................................... 48
Firearm Parts/Accessories (type, reason for
purchase) .................................................... 49
Barrels (brand) ................................................. 50
Bipods (brand).................................................. 51
Bolts/Carriers/Bolt Parts (brand) ..................... 51
Caliber Conversion Kits (brand) ....................... 52
Grips (pistol and forward) and Buttstocks
(brand) ............................................................. 53
Hand Guard (brand) ......................................... 54
Receivers (brand) ............................................. 55
Magazines (brand) ........................................... 56
Sling (brand) ..................................................... 57
Triggers (brand)................................................ 58
Recoil Reduction (brand) ................................. 58
Muzzle Device/Suppressors (brand) ................ 59
Firearm Storage and Cleaning (type) .................. 60
Gun Cases or Sleeves (type, brand) ................. 60
Gun Safes (brand) ............................................ 61
Shooting Gear and Supplies (type) ..................... 63
Holsters and Ammunition Belts (type,
brand) ............................................................... 63
Benches and Rests (brand)............................... 64
Clay/Clay Pigeons (brand) ................................ 64
Ear Protection (brand) ..................................... 65
Shooting Glasses (brand) ................................. 66
Targets (brand)................................................. 66
Traps/Target Throwing Devices (brand) .......... 67
2
Background and Methods
This report estimates total U.S. retail sales (units and dollars) for products used for hunting, shooting, or self/home-defense. Only new product brand sales are reported. Sales of used products are excluded for all items
except where explicitly stated in the firearms table on page 4. All dollar figures report consumer purchases
(retail sales) and not wholesale activity. The average amount spent per purchase has also been presented for
each item. Brand breakouts for most items are included. In some cases, this report may under-represent the
size of the premium/luxury market brands, as these tend to be a small portion of the market and challenging to
obtain a representative sample of purchasers without biasing results. In addition, this report may overrepresent outdoor store brand names (Bass Pro Shops, Cabela’s, etc.) as a few consumers sometimes confuse
retailer and manufacturer’s brands. Additional difficulties are also associated with consumers not able to
identify when a rifle is a traditional rifle or a modern sporting rifle.
Southwick Associates estimates dollar sales and units sold using multiple approaches, with the specific approach
dependent on the product under study. A balanced general population study of U.S. residents age 18 or older
was conducted using several online approaches to identify purchases made specifically for hunting, shooting, or
self-/home-defense in the previous 12 months (Q4 2013 – Q3 2014). These surveys collected responses from
October 9, 2014 to November 7, 2014. Statistical tests were run to test the surveys’ response balance and
accuracy, and to find any required adjustments to ensure the full U.S. population was represented as best as
possible. Retail market sizes were then estimated using proprietary Southwick Associates’ research methods
combined with additional sources including U.S. federal data.
This report differs from previously issued market size estimates. Southwick Associates has made a concerted
effort to remove the bias commonly introduced into all forms of survey research by avid participants and to
provide detail for accessories categories previously too small to accurately measure. Also, for the first time,
results now include purchases made for self-/home-defense purposes.
Questions about this report can be directed to Nancy Bacon at [email protected].
Cautionary note on brands data: Brands data are based on consumers recollecting their past purchases via
surveys. Frequently, people are unable to accurately recall their purchases, often reporting having purchased a
popular brand versus recalling the brand they actually bought. Companies that have effectively marketed a
strong brand are often incorrectly credited for sales of other’s products. This is especially true for items
frequently purchased such as ammunition and apparel. Please use the brand results with caution. Brand
estimates are better used to measure the relative difference in sales by brand versus the actual sales per brand.
3
Firearms
Firearms by Type
Total New Firearms Retail Market Size
Handgun
MSR rifle
Muzzleloader
Shotgun
Traditional rifle
Total Used Firearms Retail Market Size
Handgun
MSR rifle
Muzzleloader
Shotgun
Traditional rifle
Total Firearms Retail Market Size
Firearms by Purpose (Retail dollars)
Handgun
MSR rifle
Muzzleloader
Shotgun
Traditional rifle
Total Firearms Retail Market Size
Retail Dollars
Hunting
Shooting
Self Defense
Units
Other
Avg. Price
Total
4
Firearms by Purpose
(Units)
Handgun
MSR rifle
Muzzleloader
Shotgun
Traditional rifle
Total Firearms Retail
Market Size
Hunting
Shooting
Handguns by Type
Break action
Revolver
Semi-automatic
Other
Total Handgun Retail Market Size
Handguns by Purpose
(Retail dollars)
Break action
Revolver
Semi-automatic
Other
Total Handgun Retail
Market Size
Handguns by Purpose
(Units)
Break action
Revolver
Semi-automatic
Other
Total Handgun Retail
Market Size
Handgun Top Brands*
Glock
Smith & Wesson
SIG Arms/Sig Sauer
Kimber
Beretta
Self Defense
Retail Dollars
Other
Units
Total
Avg. Price
Hunting
Shooting
Self Defense
Other
Total
Hunting
Shooting
Self Defense
Other
Total
Retail Dollars
5
AFMER Units*
Handguns by Brand
Pistols
Revolvers
Total
Ruger/Sturm Ruger
Smith & Wesson
Sig Sauer
Beretta
Glock
Kimber
Taurus
Heritage
Beemiller
Saeilo
FN
North American Arms
Colt
Remington
Springfield
Cobra
Charco
Chiappa
* 2012 AFMER figures are the latest available. These data, available from ATF
(http://www.atf.gov/content/About/statistics), report total firearms production as reported by each U.S.
manufacturer. Each unit may not be a complete firearm but a partial unit then sold to others for full assembly.
These figures do not report imports. Despite the limitations of the AFMER data, these data are considered a
better read into U.S. firearm consumption.
Handguns by Caliber
22 cal
32 cal
357 cal
38 special
380 auto/ 380 ACP
40 S&W
44 cal
45 auto
9mm
Not sure
Other
Total Handgun Retail Market Size
Retail Dollars
Units
Avg. Price
6
Rifles by Type
MSR/tactical rifles
AK
AR
SKS
Other
Not sure
Traditional rifle
Bolt action
Break action
Lever action
Semi-automatic
Other
Total Rifle Retail Market Size
Rifles by Purpose (Retail
dollars)
MSR/tactical rifles
AK
AR
SKS
Other
Not sure
Traditional rifle
Bolt action
Break action
Lever action
Semi-automatic
Other
Total Rifle Retail Market
Size
Retail Dollars
Hunting
Shooting
Self-defense
Units
Other
Avg. Price
Total
7
Rifles by Purpose (Units)
MSR/tactical rifles
AK
AR
SKS
Other
Not sure
Traditional rifle
Bolt action
Break action
Lever action
Semi-automatic
Other
Total Rifle Retail Market Size
Hunting
Shooting
Self-defense
Other
Total
MSR/Tactical Rifles Top Brands*
Retail Dollars
Traditional Rifles Top Brands* Retail Dollars
Colt
Remington
Armalite
Browning
Browning
Colt
Bushmaster
Ruger/Sturm Ruger
DPMS
Bushmaster
* These are Southwick Associates best estimates of the size of the firearms market, based on consumer surveys
and recollections of past purchases
8
Rifles by Brand
AFMER Units*
Remington
Ruger/Sturm Ruger
Savage
Smith & Wesson
Henry
Colt
Sig Sauer
Stag Arms
Aero Precision
Keystone Sporting Arms
Windham Weaponry
Maverick (Mossberg)
Beemiller
Browning
Century Arms
Springfield
Areotek
Daniel Defense
Del-Tom Inc.
FN Manufacturing
Kel tec
I.O. Inc.
Chiappa Firearms
Saeilo
Rock River Arms
Kimber
Diamondback
Arms Technology
* 2012 AFMER figures are the latest available. These data, available from ATF
(http://www.atf.gov/content/About/statistics), report total firearms production as reported by each U.S.
manufacturer. Each unit may not be a complete firearm but a partial unit then sold to others for full assembly.
These figures do not report imports. Despite the limitations of the AFMER data, these data are considered a
better read into U.S. firearm consumption.
9
MSR/Tactical Rifles by Caliber
17 cal
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
270 WSM
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 Win Mag
300 WSM
303 British
308 cal
35 Remington
375 H&H Magnum
44 Rem
7 62x39 Soviet
7 mm Mauser
7 mm-08
7mm Remington Mag
8 mm Mauser
not sure
other
Total MSR/Tactical Rifle Retail Market Size
Retail Dollars
Units
Avg. Price
10
Traditional Rifles by Caliber
17 cal
204 Ruger
22 cal
22-250 cal
223 cal
243 cal
270 Winchester
270 WSM
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Rem Ultra Magnum
300 Savage
300 Weatherby Magnum
300 Win Mag
300 WSM
303 British
308 cal
35 Remington
375 H&H Magnum
44 Rem
7 62x39 Soviet
7 mm Mauser
7mm Remington Mag
8 mm Mauser
not sure
other
Total Traditional Rifle Retail Market Size
Retail Dollars
Units
Avg. Price
11
Shotguns by Type
Over/under
Pump action
Semi-automatic
Side by side
Single shot
Other
Total Shotgun Retail Market Size
Shotguns by Purpose
(Retail dollars)
Over/under
Pump action
Semi-automatic
Side by side
Single shot
Other
Total Shotgun Retail
Market Size
Shotguns by Purpose
(Units)
Over/under
Pump action
Semi-automatic
Side by side
Single shot
Other
Total Shotgun Retail
Market Size
Retail Dollars
Units
Avg. Price
Hunting
Shooting
Self Defense
Other
Total
Hunting
Shooting
Self Defense
Other
Total
Shotguns Top Brands*
Retail Dollars
Remington
Benelli
Mossberg
Browning
Krieghoff
* These are Southwick Associates best estimates of the size of the firearms market, based on consumer surveys
and recollections of past purchases.
12
Shotguns by Brand
AFMER Units*
Maverick (Mossberg)
Remington
Savage
Berreta
Kel tec
Browning
* 2012 AFMER figures are the latest available. These data, available from ATF
(http://www.atf.gov/content/About/statistics), report total firearms production as reported by each U.S.
manufacturer. Each unit may not be a complete firearm but a partial unit then sold to others for full assembly.
These figures do not report imports. Despite the limitations of the AFMER data, these data are considered a
better read into U.S. firearm consumption.
Shotguns by Gauge
12 gauge
16 gauge
20 gauge
28 gauge
410 gauge
Not sure
Total Shotgun Retail Market Size
Retail Dollars
Units
Avg. Price
13
Muzzleloaders by Type
Flint lock
Inline
Standard
Other
Total New Muzzleloader Retail Market Size
Muzzleloaders by
Purpose (Retail dollars)
Flint lock
Inline
Standard
Other
Total Muzzleloader
Retail Market Size
Muzzleloaders by
Purpose (Units)
Flint lock
Inline
Standard
Other
Total Muzzleloader
Retail Market Size
Retail Dollars
Units
Avg. Price
Hunting
Shooting
Self Defense
Other
Total
Hunting
Shooting
Self Defense
Other
Total
14
Ammunition
Ammunition by Type (units are in number of boxes)
Handgun ammunition
Rifle ammunition
Shotgun ammunition
Total Ammunition Retail Market Size
Retail Dollars
Units
Avg. Price
15
Rifle Ammunition by Caliber
17 cal
204 Ruger
22 cal
22-250 cal
243 cal
270 Winchester
270 WSM
280 cal
30 Carbine
30-06 Springfield
30-30 cal
300 Rem Magnum
300 Savage
300 Weatherby Magnum
300 Win Mag
300 WSM
303 British
32 Win Special
35 Remington
375 H&H Magnum
44 Rem
5.56/223
7.62X39/308
7 mm WSM
7 mm-08
7mm Remington Mag
8 mm Mausar
9 mm
not sure
other
Total Rifle Ammunition Retail Market Size
Retail Dollars
Units
Avg. Price
16
Rifle Ammunition by Brand
ATK (including American Eagle, CCI, Federal, Fusion)
Aquila
Barnes
Black Hills
Blazer
Eley
Fiocchi
Herter’s
Hornady
Lapua
Magtech
Nosler
PMC
PPU/Prvi Partizan
Remington
Sierra
Tul Ammo
Weatherby
Winchester (including SuperX, Supreme, USA)
Wolf
Other
Not sure
Total Rifle Ammunition Retail Market Size
Retail Dollars
Boxes
Avg. Price
17
Handgun Ammunition by Caliber
22 cal
32 cal
357 cal
38 cal
380 cal
40 S&W
44 cal
45 auto
9mm
Not sure
Other
Total Handgun Ammunition Retail Market Size
Retail Dollars
Units
Avg. Price
Handgun Ammunition by Brand
ATK (including American Eagle, CCI, Federal, Fusion)
Aquila
Black Hills
Blazer
CorBon
Fiocchi
Hornady
Magtech
PMC
Remington
RWS
Sellier and Belloit
Speer
Ultramax
Winchester (including SuperX, Supreme, USA)
Wolf
Other
Not sure
Total Handgun Ammunition Retail Market Size
Retail Dollars
Boxes
Avg. Price
18
Shotgun Ammunition by Gauge
12 gauge
16 gauge
20 gauge
28 gauge
410 gauge
Not sure
Other
Total Shotgun Ammunition Retail Market Size
Retail Dollars
Units
Avg. Price
Shotgun Ammunition by Brand
ATK (including Federal, Fusion)
Bismuth
Estate
Fiocchi
Hevi-Shot
Kent
PMC
Remington
RIO
Winchester
Wolf
Other
Not sure
Total Shotgun Ammunition Retail Market Size
Retail Dollars
Boxes
Avg. Price
19
Hunting Apparel
Hunting Apparel by Type
Boots
Backpack/waist pack/duffle
Pants
Shirts
Vests
Jackets/coats
Total Hunting Apparel Retail Market Size
Retail Dollars
Units
Avg. Price
Shirts by Pattern Brand*
Badlands
Cabela’s brand
CamoWest
Delta
Farmland
Kings
Mossy Oak
MultiCam
Naked North
Natural Gear
Predator
Realtree
Vertigo
W L Gore/OptiFade
Other
Not sure
Total Shirts Retail Market Size
Retail Dollars
Units
Avg. Price
*Respondents may have had difficulty determining the difference between the camo pattern brand and the apparel item
brand.
20
Shirts by Manufacturer Brand*
Badlands
Bass Pro/Redhead
Boyt
Browning
Buckmasters
Cabela’s
CamoWest
Columbia
Delta
Duluth
Farmland
Filson
Game Winner
Gamehide
Gander Mountain
Kings
L L Bean
Mossy Oak
MultiCam
Predator
Primos
Remington
Under Armour
Walls
Other
Not sure
Total Shirts Retail Market Size
Retail Dollars
Units
Avg. Price
*Respondents may have had difficulty determining the difference between the camo pattern brand and the apparel item
brand.
21
Pants by Camouflage Pattern Brand*
Ameristep
Badlands
Cabela’s brand
CamoWest
Delta
Farmland
Kings
Mossy Oak
MultiCam
Naked North
Natural Gear
Predator
Realtree
True Timber
W L Gore/OptiFade
Other
Not sure
Total Pants Retail Market Size
Retail Dollars
Units
Avg. Price
*Respondents may have had difficulty determining the difference between the camo pattern brand and the apparel item
brand.
22
Pants by Manufacturer Brand*
Badlands
Bass Pro/Redhead
Boyt
Browning
Buckmasters
Cabela’s
CamoWest
Columbia
Delta
Duluth
Farmland
Filson
Game Winner
Gamehide
Gander Mountain
Kings
L L Bean
Mossy Oak
MultiCam
Naked North
Orvis
Predator
Primos
Remington
Under Armour
Walls
Other
Not sure
Total Pants Retail Market Size
Retail Dollars
Units
Avg. Price
*Respondents may have had difficulty determining the difference between the camo pattern brand and the apparel item
brand.
23
Jackets/Coats by Camouflage Pattern Brand
Badlands
Cabela’s brand
CamoWest
Delta
Farmland
Kings
Mossy Oak
MultiCam
Natural Gear
Predator
Realtree
True Timber
Other
Not sure
Total Jacket Retail Market Size
Retail Dollars
Units
Avg. Price
24
Jackets by Manufacturer Brand
Badlands
Bass Pro/Redhead
Boyt
Browning
Buckmasters
Cabela’s
CamoWest
Columbia
Delta
Duluth
Farmland
Filson
Game Winner
Gamehide
Gander Mountain
Kings
L L Bean
Mossy Oak
Naked North
Natural Gear
Orvis
Predator
Remington
True Timber
Under Armour
Vertigo
Walls
Other
Not sure
Total Jacket Retail Market Size
Retail Dollars
Units
Avg. Price
25
Vest by Camouflage Pattern Brand
Ameristep
Badlands
Cabela’s brand
CamoWest
Delta
Farmland
Kings
Mossy Oak
MultiCam
Natural Gear
Predator
Realtree
True Timber
Other
Not sure
Total Vest Retail Market Size
Retail Dollars
Units
Avg. Price
26
Vest by Manufacturer Brand
Badlands
Bass Pro/Redhead
Boyt
Browning
Buckmasters
Cabela’s
CamoWest
Columbia
Delta
Duluth
Farmland
Filson
Game Winner
Gamehide
Gander Mountain
Kings
L L Bean
Mossy Oak
Naked North
Orvis
Predator
Remington
True Timber
Under Armour
Vertigo
Other
Not sure
Total Vest Retail Market Size
Retail Dollars
Units
Avg. Price
27
Boots by Brand
Bogs
Brahma
Browning
Cabela’s
Columbia
Dan Post
Danner
Field & Stream
Golden Retriever
Guide Gear
Herman Survivors
Irish Setter
ITASCA
Justin
Keen
Kenetrek
Lacrosse
LL Bean
Magnum
Merrell
Muck
Red Wing
Redhead
Rocky
Timberland
Under Armour
Wolverine
Other
Not sure
Total Boots Retail Market Size
Retail Dollars
Units
Avg. Price
28
Backpacks/Waist Packs/Duffles by Brand
Alps
Avery
Badlands
Blacks Creek
Browning
Cabela’s
CamelBak
Eberlestock
Fieldline
Game Guard
Horn Hunter
Hunters Specialties
Osprey
R E I brand
RedHead/Bass Pro
Sitka
Timber Ridge
Trekker
Under Armour
Other
Not sure
Total Backpack Retail Market Size
Retail Dollars
Units
Avg. Price
29
Optics
Optics by Type
Retail Dollars
Units
Avg. Price
Binoculars
Reflex/red dot sights
Laser sights
Red dot/tactical magnifier
Mounts, rings, and bases*
Night vision/thermal imaging
Handheld laser rangefinders
Scopes
Spotting scopes
Total Optics Retail Market Size
*Estimate of mounts, rings and bases is expected to be lower than the total market because a consumer may receive these
items included as part of a scope purchase or mounting service.
Optics by Purpose
(Retail dollars)*
Reflex/red dot sights
Laser sights
Red dot/tactical
magnifier
Mounts, rings, and
bases
Night vision/thermal
imaging
Handheld laser
rangefinders
Scopes
Spotting scopes
Total Optics Retail
Market Size
Hunting
Shooting
Self-defense
Other
Total
*Purpose of purchase was not asked for binoculars.
30
Optics by Purpose
(Units)*
Reflex/red dot sights
Laser sights
Red dot/tactical
magnifier
Mounts, rings, and
bases
Night vision/thermal
imaging
Handheld laser
rangefinders
Scopes
Spotting scopes
Total Optics Retail
Market Size
Hunting
Shooting
Self-defense
Other
Total
*Purpose of purchase was not asked for binoculars.
31
Scopes by Brand
Aeon
Alpen
Barnett
Barska
Burris
Bushnell
Cabela’s
Center Point
Crickett/Keystone
EOTech
Excalibur
Hawke
Hi-Lux
Huskemaw
Konus
Leapers
Leupold
Mueller
Nikon
Pentax
Redfield
Redhead
Simmons
Swarovski
Swift
Tasco
TruGlo
Vortex*
Weaver
Zeiss
Other
Not sure
Total Scope Retail Market Size
Retail Dollars
Units
Avg. Price
* Vortex is likely underrepresented in our sample.
32
Binoculars by Brand
Alpen
Barska
Bass Pro/RedHead
Brunton
Burris
Bushnell
Cabela’s
Emerson
Field & Stream
Konus
Leica
Leupold
Nikon
Pentax
Redfield
Sightron
Simmons
Steiner
Swarovski
Tasco
Vanguard
Vortex*
Weaver
Zeiss
Other
Not sure
Total Binocular Retail Market Size
Retail Dollars
Units
Avg. Price
*Vortex is likely underrepresented in our sample.
33
Spotting Scopes by Brand
AIM
Alpen
Barska
BSA
Burris
Bushnell
Cabela’s
Celestron
Hawke
Kowa
Leupold
Minox
NcSTAR
Nightforce
Nikon
Optolyth
Pentax
Simmons
Swarovski
Tasco
Vanguard
Vortex
Zeiss
Not sure
Total Spotting Scope Retail Market Size
Retail Dollars
Units
Avg. Price
Handheld Laser Rangefinder by Brand
Bushnell
Cabela’s*
Gunwerks/G7
Laser Technology (LTI)
Leica
Leupold
Nikon
Opti-Logic
Redfield
Simmons
Steiner
Vortex
Wildgame Innovations/Halo
Not sure
Total Handheld Laser Rangefinder Retail Market Size
Retail Dollars
Units
Avg. Price
*Cabela’s is not a rangefinder brand. This result is likely due to buyers not recognizing the brand they purchased.
34
Laser Sight by Brand
Aimpoint
Aimshot
ArmaLaser
Barska
Beamshot
BSA
Centerpoint
Crimson Trace
Firefield
LaserLyte
LaserMax
NcSTAR
Sightmark
Streamlight
TruGlo
UTG
Other
Not sure
Total Range Finder Retail Market Size
Retail Dollars
Units
Avg. Price
Reflex/Red Dot Sight by Brand
Aimpoint
Barska
Bering Optics
Browning
BSA
Burris
Bushnell
EOTech
Leupold
NcSTAR
Redfield
Sightmark
Tasco
Trijicon
TruGlo
Ultra Dot
Vortex
Other
Not sure
Total Reflex/Red Dot Sight Retail Market Size
Retail Dollars
Units
Avg. Price
35
Red Dot/Tactical Magnifiers by Brand
Aimpoint
Barska
Burris
EO Tech
Firefield
Leapers/UTG
NcSTAR
Sightmark
Vortex
Other
Not sure
Total Red Dot/Tactical Magnifier Retail Market Size
Night Vision/Thermal Imaging by Brand
Armasight
ATN*
Bering Optics
Bushnell
Carson
EOtech
FLIR
iGen
ITT
Morovision
Night Owl
Nights Optics
OPMOD
Sightmark
Yukon
Other
Not sure
Total Night Vision/Thermal Imaging Retail Market Size
*ATN is likely underrepresented in our sample.
Retail Dollars
Units
Avg. Price
Retail Dollars
Units
Avg. Price
36
Hunting Gear and Supplies
Hunting Gear and Supplies by Type
Blinds
Cover scent
Decoys
Game calls
Game cleaning supplies
Game coolers (specialized for meat/game)
Game feed
Game feeder
GPS device
Hunting knives/multi-tools
Lure scent
Odor eliminator
Food plot seed
Two-way radio
Electronic insect repellent
Trail cameras
Tree stands, ladders, towers
Total Hunting Gear and Supplies Retail Market Size
Retail Dollars
Units
Avg. Price
Game Calls by Type
Accessories
Big game
Predator
Small game
Turkey
Upland game
Waterfowl
Other
Total Game Call Retail Market Size
Retail Dollars
Units
Avg. Price
37
Game Calls by Brand
Big River
Buck Gardner
Cass Creek
Custom/Handmade
Down N Dirty
Duck Commander
E L K , Inc
Echo
Expedite
Extreme Dimension
Faulks
Flextone
Fox Pro
Gooserbat
H S Strut
Haydel
Hunters Specialties
ICOtech
Johnny Stewart
Knight & Hale
MAD
Nature’s Voice
Primos
Redhead
Rich n Tone
Toxic
Other
Not sure
Total Game Call Retail Market Size
Retail Dollars
Units
Avg. Price
38
Blinds by Type
Blind accessories (stakes, bow holder, lights, etc.)
Blind material (burlap, cloth, mesh, etc.)
Box blind
Ground blind
Layout/waterfowl blind
Other
Total Blind Retail Market Size
Retail Dollars
Units
Avg. Price
Blinds by Brand
Allen Company
Ameristep
Avery
Barronett
Big Game Treestand
Cabela’s
Camo Flex
Final Approach
Ghostblind
Guide Gear
Hunter’s Specialty
KillZone
Primos
Rhino
RigEm Right
Sports Afield
Timber Ridge
Other
Not sure
Total Blind Retail Market Size
Retail Dollars
Units
Avg. Price
39
Decoys by Type
Big game
Predator
Small game
Turkey
Upland game (including crow)
Waterfowl
Other
Total Decoy Retail Market Size
Retail Dollars
Units
Avg. Price
Decoys by Brand
Avery
Bass Pro Shops/Redhead
Big Foot
Cabela’s
Carry-Lite
Dakota
Edge
Featherlite
Final Approach
Flambeau
Flextone
Greenhead
Hard Core
Higdon
Hunters Specialties
Mojo
Primos
Other
Not sure
Total Decoy Retail Market Size
Retail Dollars
Units
Avg. Price
40
Game Feeders by Type
Accessories
Hanging feeder
Standing feeder
Timer (kit or parts)
Not Sure
Total Game Feeder Retail Market Size
Retail Dollars
Units
Avg. Price
Game Feeders by Brand
Retail Dollars
Units
Avg. Price
American Hunter/Feeder Max
Big Game Feeder
Boss Buck
Cabela’s*
Gander Mountain
Moultrie
On Time
Primos
Wildgame Innovations
Other
Not sure
Total Game Feeder Retail Market Size
*Cabela’s is not a game feeder brand. This result is likely due to buyers not recognizing the brand they
purchased.
41
Game Feed by Type
Blocks/mineral licks
Liquid
Mass (corn, soybean, etc.)
Pellets
Powder
Other
Total Game Feed Retail Market Size
Game Feed by Brand
Acorn Rage
Antler King
Big & J
Buck Jam
CMere Deer
Deer Cane
Evolved Habitats
Evolved Harvest
Hunters Specialties
Imperial Whitetail
Mossy Oak
Rack Up Feed
RedHead/Bass Pro
Sportsmans Choice
Wildgame Innovations
Other
Not sure
Total Game Feeder Retail Market Size
*Respondents may confuse this option with food plot seed.
Retail Dollars
Units
Avg. Price
Retail Dollars
Units
Avg. Price
42
Two-way Radio by Purpose of Purchase
Hunting
Shooting
Self-defense
Other
Total Two-way Radio Market Size
Retail Dollars
Units
Avg. Price
Two-way Radio by Brand
Bushnell
Cabela’s
Cobra
Garmin
Kenwood
Lowrance
Midland
Motorola
Oregon Scientific
Uniden
Other
Not sure
Total Two-way Radio Retail Market Size
Retail Dollars
Units
Avg. Price
Hunting Knives/Multi-tools by Type
Fixed blade
Folding
Multi-tool
Pocket knife
Total Hunting Knife/Multi-tool Market Size
Retail Dollars
Units
Avg. Price
43
Hunting Knives/Multi-tool by Brand
Al Mar
Bark River
Bass Pro Shops / Redhead
Benchmade
Broker
Browning
Buck
Cabela’s
Camillus
Case
Cold Steel
Columbia River/CRKT
Condor
Custom made
Cutco
Elk Ridge
Frost
Gerber
Havalon
K-Bar
Kershaw
Kimber
Knives of Alaska
Leatherman
Lone Wolf
Mossy Oak
Outdoor Edge
Puma
Rapala
Remington
Schrade
Smith & Wesson
SOG
SpyderCO
Swiss Army
United Cutlery
Western
Winchester
Other
Not sure
Total Hunting Knives/Multi-tool Retail Market Size
Retail Dollars
Units
Avg. Price
44
Cover Scent by Brand
BuckStop
Code Blue
Prime Time (Hunter Specialties Brand)
Scent Shield
Tinks
Wildlife Research Center
Other
Not sure
Total Cover Scent Retail Market Size
Retail Dollars
Units
Avg. Price
Lure Scent by Brand
Buck Bomb
Buck Magic
BuckStop
Code Blue
ConQuest/Border Crossing Scents
Harmons
Prime Time (Hunter Specialties Brand)
Scent Shield
Smokey’s
Tinks
Wildgame Innovations
Wildlife Research Center
Other
Not sure
Total Lure Scent Retail Market Size
Retail Dollars
Units
Avg. Price
Odor Eliminator by Brand
Dead Downwind
Primo Silver
Scent Killer (Wildlife Research Center)
Scent Shield
Scent-A-Way (Hunter Specialties Brand)
Tinks
Other
Not sure
Total Odor Eliminator Retail Market Size
Retail Dollars
Units
Avg. Price
45
Game Cooler by Brand
Brute
Coleman
Drake
Engel
Esky
Grizzly
Hunt Valley
Icey-Tek
Igloo
Mossy Oak
Rubbermaid
Stanley
Yeti
Yukon
Other
Total Game Cooler Retail Market Size
Retail Dollars
Units
Avg. Price
GPS by Brand
Apisphere
Cobra
Garmin
Lowrance
Magellan (including Explorist)
Motorola
Navman
Oregon Scientific
Panasonic
TomTom
Other
Total GPS Retail Market Size
Retail Dollars
Units
Avg. Price
46
Food Plot Seed by Brand
Antler King
Cabela’s
Custom Blend
Deer Creek Seed
Evolved Harvest
Frigid Forage
Hunters Specialty
L B Wannamaker
Local Store Seed
Mossy Oak Biologic
Outfitters Choice
Plot Spike
Tecomate
Wild Game Innovations
Other
Not sure
Total Food Plot Seed Retail Market Size
Retail Dollars
Units
Avg. Price
Retail Dollars
Units
Avg. Price
*Whitetail Institute was omitted from the brand list in the survey tool.
Trail Cameras by Brand
Browning
BuckEye
Bushnell
Cabela’s
Covert
Cuddeback
Guide Gear
Hunten Outdoors
Lil Acorn
Moultrie
Plot Watcher
Primos
Reconyx
Remington
Stealth
Tasco
Wildgame Innovations
Wildview
Other
Not sure
Total Trail Camera Retail Market Size
47
Tree Stands by Brand
Advanced Game Technologies
Ambush
Ameristep
API Grand Slam
Big Dog
Big Game
Cabela’s*
Comfort Zone
Cougar
Dicks Sporting Goods brand
Field & Stream
Gander Mountain
Guide Gear
Hunters Specialty
Lone Wolf
Primos
Rivers Edge
Sniper
Summit
Trekker
Other
Not sure
Total Tree Stand Retail Market Size
Retail Dollars
Units
Avg. Price
*Cabela’s is not a tree stand brand. This result is likely due to buyers not recognizing the brand they purchased.
48
Firearm Parts/Accessories
Firearm Parts/Accessories by Type
(for all types of firearms)
Barrels
Bipod
Bolts/carriers/bolt parts
Caliber conversion kits
Grips (pistol and forward) and buttstocks
Hand guard
Magazines
Muzzle devices (suppressors)
Receiver
Recoil reduction
Slings
Trigger assemblies/trigger guards
Total Firearm Parts/Accessories Retail Market Size
+
Firearm Parts/Accessories by Reason
for Purchase (Retail dollars)
Additional Part
Barrels
Bolts/carriers/bolt parts
Caliber conversion kits
Grips (pistol and forward) and
buttstocks
Hand guard
Magazines
Muzzle devices (suppressors)
Receiver
Recoil reduction
Slings
Trigger assemblies/trigger guards
Total Firearm Parts/Accessories Retail
Market Size
Retail Dollars
Upgrade
Units
Replacement
Avg. Price
Total
*Bipod purpose of purchase was not asked in survey tool.
49
Firearm Parts/Accessories by Reason for
Purchase (Units)
Barrels
Bolts/carriers/bolt parts
Caliber conversion kits
Grips (pistol and forward) and buttstocks
Hand guard
Magazines
Muzzle devices (suppressors)
Receiver
Recoil reduction
Slings
Trigger assemblies/trigger guards
Total Firearm Parts/Accessories Retail
Market Size
Additional Part
Upgrade
Replacement
Total
*Bipod purpose of purchase was not asked in survey tool.
Barrels by Brand
BCM (Bravo Company)
Benelli
Beretta
Bushmaster
CMMG
Daniel Defense
DPMS
JP Enterprises
Marlin
Mossberg
Noveske
Ruger
Savage
Spikes Tactical
Yankee Hill
Other
Not sure
Total Barrel Retail Market Size
Retail Dollars
Units
Avg. Price
*Remington was omitted from this brand list in the survey tool
50
Bipods by Brand
Accu-Shot
Allen
Armstac
BCM (Bravo Company)
Blackhawk
Bog Gear
Cabela’s
Caldwell
Command Arms (CAA)
Gander Mountain
Gorilla
Harris
Hunters Specialties
Leapers
Lion Gears
Shooters Ridge
UTG
Vanguard
Versa-Pod
Winchester
Other
Not sure
Total Bipod Retail Market Size
Retail Dollars
Units
Avg. Price
Retail Dollars
Units
Avg. Price
*Primos was omitted from this brand list in the survey tool.
Bolts/Carriers/Bolt Parts by Brand
BCM (Bravo company)
Black Rain
Centurion
CMMG
CMT
Daniel Defense
Double Star
Fail Zero
Hi-Standard
JP Enterprises
LMT
Palmetto State Armory
Rock River Arms
Spikes Tactical
Other
Not sure
Total Bolts/Carriers/Bolt Parts Retail Market Size
51
Caliber Conversion Kit by Brand
Advantage Arms
Beretta
Ciener
CMMG
Colt
CZ
Dillon
Glock
Hogue
IWI
Kimber
MGI
Ruger
Saiga
Sig Sauer
Tactical Solutions
Other
Not sure
Total Caliber Conversion Kit Retail Market Size
Retail Dollars
Units
Avg. Price
52
Grips (pistol and forward) and Buttstocks by Brand
B5 Systems
BCM (Bravo Company)
Blackhawk
Bushmaster
Bushnell
Command Arms (CAA)
Daniel Defense
DPMS
Fortis
Herrett Grips
Hi-Standard
Hogue
JP Enterprises
LaRue
Limbsaver
Magpul
Mission First Tactical
Tacstar
Tapco
The Mako Group
Timbersmith
Troy Industries
Yankee Hill
Other
Not sure
Total Grips (pistol and forward) and Buttstocks Retail
Market Size
Retail Dollars
Units
Avg. Price
53
Hand Guards by Brand
Action Arms
BCM (Bravo company)
Beretta
Bushmaster
Command Arms (CAA)
FN
Hi-Standard
JP Enterprises
Magpul
Mauser
Mosin Nagant
Noveske
Ruger
Sabre Defense
Sigarms
SKS
Springfield
Tapco
Yankee Hill
Other
Not sure
Total Hand Guard Retail Market Size
Retail Dollars
Units
Avg. Price
54
Receivers by Brand
AAC
BCM (Bravo Company)
Bushmaster
CMMG
Colt
Daniel Defense
Del-ton Inc
DPMS
DRD
Fallout15
Hi-Standard
JP Enterprises
LaRue
Noveske
Rainier Arms
Rock River Arms
Sabre Defense
Smith & Wesson
Spikes Tactical
Stag Arms
Other
Not sure
Total Receiver Retail Market Size
Retail Dollars
Units
Avg. Price
55
Magazines by Brand
1911
AR-Stone
Armalite
Astra
Baikal
Beretta
Bernardelli
Bersa
Briley
Brownell
Browning
Bushmaster
Butler Creek
Cabela’s
Check Mate
Chip McCormick
CMMG
Coast to Coast
Colt
Command Arms (CAA)
Cotter & Co
CZ
E-Lander
Glock
GSG
Heckler & Koch (HK)
Hi-Point
High Standard
HotLips
Interarms
Kahr
Kimber
Magpul
Marlin
Mec-Gar
Mossberg
ProMag
Remington
Ruger
Savage
Sigarms
SigSauer
Smith & Wesson
Springfield Armory
Surplus
Retail Dollars
Units
Avg. Price
56
Tapco
Taurus
Thermold
Walther
Wilson
Other
Not sure
Total Magazine Retail Market Size
Slings by Brand
Action Arms
Allen
AR
ATI
Barska
Blackhawk
Blue Force Gear
Command Arms (CAA)
Emdom
Ergo
Heckler & Koch
Hogue
Madsen
Magpul
Mauser
Mosin Nagant
Mossy Oak
Remington
Sabre Defense
Tapco
Thompson
Troy Industries
US Military
Vanguard
Viking Tactics
Winchester
Other
Not sure
Total Sling Retail Market Size
Retail Dollars
Units
Avg. Price
57
Triggers by Brand
CMC
CMMG
Elftmann
Giessele
JP Enterprises
Knights Armaments
Magpul
Molon Labe
Princeton
Rock River Arms
Timney
Wilson Combat
Other
Not sure
Total Trigger Retail Market Size
Retail Dollars
Units
Avg. Price
Recoil Reduction by Brand
American Arms
Bell & Carlson
Benelli
Beretta
Browning
Buffer Technology
Butler Creek
Charles Daly
Choate
DPM
Ed Brown
Franchi
Kassnar
KBI
Limbsaver
Marlin
McMillan
Mossberg
Remington
Ruger
Savage
Western Field
Winchester
Other
Not sure
Total Recoil Reduction Retail Market Size
Retail Dollars
Units
Avg. Price
58
Muzzle Device/Suppressor by Brand
Advanced Armament
BattleComp
BCM (Bravo Company)
Beavercreek Armory
Bowers
Brownells
Bushmaster
CMMG
Daniel Defense
Griffin
Huntertown
LANTAC
Liberty
Noveske
OSS
PWS
Silencerco
Spikes Tactical
SureFire
Tactical Solutions
Tapco
Thompson
Thunder Beast
Other
Not sure
Total Muzzle Device/Suppressor Retail Market Size
Retail Dollars
Units
Avg. Price
59
Firearm Storage and Cleaning
Firearm Storage and Cleaning by Type
Gun case or sleeve
Gun cleaning
Gun safes
Total Firearm Storage and Cleaning Retail Market Size
Retail Dollars
Units
Avg. Price
Gun Case or Sleeve by Type
Hard sided case
Soft sided case
Other
Total Gun Case or Sleeve Retail Market Size
Retail Dollars
Units
Avg. Price
Units
Avg. Price
Gun Cases or Sleeves by Brand
5.11
Ace
Allen
Armortek
Bass Pro Shops / Redhead
Beretta
Black Hawk
Boyt
Browning
Bulldog
Cabela’s
Doskocil
Drake
Elite
Flambeau
Gander Mountain
Kolpin
Midway
Plano (including GunGuard)
Remington
Ruger
Uncle Mike
UTG
Winchester
Other
Not sure
Total Gun Case or Sleeves Retail Market Size
Retail Dollars
60
Gun Safes by Brand
AMSEC
Bass Pro Shops / Redhead
Bighorn
Browning
Cabela’s
Cannon
Field & Stream
Gun Vault
Liberty
Patriot
Remington
Sentinel
Sentry
Stack-on
Winchester
Other
Not sure
Total Gun Safe Retail Market Size
Retail Dollars
Units
Avg. Price
61
Gun Cleaning by Brand
Ballistol
Barnes
Birchwood Casey
Blue Wonder
Bore Snake
Bore Tech
Break Free
Brownells
Butchs
Cabela’s brand
Dewey
Frog Lube
Gunslick
Gunzilla
Hoppes
Kleen-Bore
Kroil
M-pro 7
Otis
Outers
Pro Shot
Remington/Rem Oil
Shooters Choice
Sinclair
Tetra
Winchester
Other
Not sure
Total Cleaning Retail Market Size
Retail Dollars
Units
Avg. Price
62
Shooting Gear and Supplies
Shooting Gear and Supplies by Type
Benches and rests
Clays/clay pigeons
Ear protection
Holsters/ammo belts
Shooting glasses
Targets
Traps/target throwing
Total Shooting Gear and Supplies Retail Market Size
Retail Dollars
Units
Avg. Price
Holsters and Ammunition Belts by Type
Ammunition belt
Holster
Total Holsters/Ammo Belts Retail Market Size
Retail Dollars
Units
Avg. Price
Holsters/Ammo Belts by Brand
Bianchi
Blackhawk
Blade-Tech
Bob Allen
Bulldog
Comp-Tac
Crossbreed
Fobus
Foxx
Galco
Garrett
Hunter Company
Kirkpatrick
N82 Tactical
Old Faithful
Raven concealment
Remora
Ruger
Safariland
Soft Armor
Triple-K
Uncle Mikes
Other
Not sure
Total Holster/Ammo Belt Retail Market Size
Retail Dollars
Units
Avg. Price
63
Benches and Rests by Brand
Benchmaster
Cabela’s
Caldwell
Do-All
Harris
Hoppes
Hyskore
MTM
Protektor
RCBS
Remington
San Angelo
Sinclair
Uncle Buds
Vanguard
Other
Not sure
Total Bench and Rest Retail Market Size
Retail Dollars
Units
Avg. Price
Clay/Clay Pigeons by Brand
Champion
Midwest
Northwest
Remington
White Flyer
Other
Not sure
Total Clay/Clay Pigeons Retail Market Size
Retail Dollars
Units
Avg. Price
64
Ear Protection by Brand
3M
Allen
Bass Pro Shops / Redhead
Beretta
Browning
Caldwell
Champion
Decot
EAR
Howard Leight
Midway USA
Oakley
Peltor
PROEAR
Radian
Randolph
Remington
Sport Ear
Surefire
Walker
Wiley X
Winchester
Other
Not sure
Total Ear Protection Retail Market Size
Retail Dollars
Units
Avg. Price
65
Shooting Glasses by Brand
3M
Allen
Bass Pro Shops / Redhead
Beretta
Browning
Caldwell
Champion
Decot
EAR
Howard Leight
Midway USA
Oakley
Peltor
PROEAR
Radian
Randolph
Remington
Surefire
Walker
Wiley X
Winchester
Other
Not sure
Total Shooting Glasses Retail Market Size
Retail Dollars
Units
Avg. Price
Targets by Brand
Action
Allen
Birchwood Casey(other than Shoot-N-C)
Caldwell
Champion
Daisy
EZ target
Gamo
Hoppes
Kleen-Bore
Primos
Rinehart
Shoot-N-C
TargDots
Thompson
Other
Not sure
Total Target Retail Market Size
Retail Dollars
Units
Avg. Price
66
Traps/Target Throwing Devices by Brand
Champion
Clay Master
Do-All
Hoppes
Laporte
Remington
Sportrap
Trius
Western Traps
Winchester
Other
Not sure
Total Trap/Target Throwing Device Retail Market Size
Retail Dollars
Units
Avg. Price
67