Athletic & Outdoor Industry: Market Research
Core Library Resources
Best Bets
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SMA: Sports Market Analytics (formerly SBRNet: Sport Business Research Network) This link opens in a new windowClick on a sport (e.g., fishing) then find content relevant to it. Data availability and currency depend on the sources.
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Mintel This link opens in a new windowMarket research reports. Use the following keywords to find relevant reports: sports, outdoor, fitness, [sport name], green, millennials, etc.
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Passport (by Euromonitor) This link opens in a new windowStatistics and analyses on industries and consumers. Click on the Industries tab to find specific research reports (e.g., Wearables in the US, Sportswear in the US).
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Statista This link opens in a new windowProvides statistics from over 18,000 free and proprietary sources on a wide range of topics such as business, media, and demographics.
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MRI-Simmons This link opens in a new windowDemographics, psychographics, and media usage of U.S. adult consumers. Allows 5 simultaneous users.
Also Try
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Business Source Premier This link opens in a new windowCovers broad industries (e.g., sports equipment). Each profile has a Five Forces analysis of the industry. ** Check out the database tutorial to learn the most effective way to search for industry profiles.
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Business Insights: Global This link opens in a new windowClick on the Industries tab on the top menu bar. You can also search for a main player in your industry, then click on the industries listed in the company profile.
Industry/Trade Associations
An industry association is established to advocate for the industry and associated companies. They collect and provide unique data/articles/reports. Sometimes these sources are on their websites for free.
To find the industry association websites:
- Do a Google search with keywords followed by "association".
- Industry profiles in library databases may have a section for related associations. For example, in the IBISWorld report, look under the External Environment -> Assistance -> Non-government section.
Additional Resources
PSU does NOT provide access to these resources. They are listed here for your reference only.
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EDM PublicationsBusiness newsletters on the European sporting goods and outdoor market + non-athletic footwear and eyewear. Market research on European countries and the BRICS for sporting goods, golf and outdoor products.
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Heard on the TeeLatest golf industry news.
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NPD GroupMarket share reports based on cash register tracking data. Also, consumer research and many special reports on various segments of the sporting goods market.
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SGB MediaTrade publications and data on the sporting goods industry.
Data from Industry Associations (NSGA/SFIA)
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NSGA Reports & StatisticsReports and datasets from National Sporting Goods Association. Includes: Sports Participation in the US (2019-), Sports Participation Lifecycle Demographics (2019-), Gen Z Shopper Playbook (2022), Shopper Playbook (2015), and The Sporting Goods Market (2019).
Industry Research
Consumer Research
Useful Websites
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Pew Research Center"A nonpartisan fact tank" on issues, attitudes, and trends, covering topics such as politics, media, social trends, religion, technology, etc..
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GallupPublic opinion polls
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YouGovPublic opinion poll
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Harris Poll"Tracking the sentiment, behaviors and motivations of American adults since 1963"
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Nielsen Insights"Discover the latest Nielsen insights based on our robust data and analytics to connect and engage with today's audiences"
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American Time Use SurveyMeasures the amount of time people spend doing various activities, such as paid work, childcare, volunteering, and socializing. Collected by the Bureau of Labor Statistics.
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Think with Google Consumer InsightsArticles and reports with data and analysis on consumer behaviors.