The Combination of More Women Playing the Game, plus the Substantial Increase in Total Spending on Golf, will Drive Women’s Purchasing Power for Equipment and Apparel to $1.53 billion in 2021
Kissimmee, Fla., – Golf Datatech, LLC, the golf industry’s leading independent market research firm for retail sales, consumer, and trade trends, today unveiled the “Purchasing Power of Women in Golf” Study, projecting a substantial growth in spending as more women are playing the game, driving total U.S. equipment and apparel sales expected above the $1.53 billion mark for 2021.
Since Golf Datatech’s prior women’s purchasing power study in 2014, spending by women golfers on equipment and apparel has grown by more than 66%, while growing 32% from 2020 through 2021. Today women account for approximately 20% of the nearly $5.59 billion market, and the women’s segment is now bigger than any individual product category in golf (balls, drivers, irons, etc.).
“Just like the rest of the golf business, the market for women purchasing golf equipment and apparel jumped substantially over the past year and a half,” said John Krzynowek, Partner, Golf Datatech, LLC. “We estimate the total U.S. golf equipment business, for both men and women, including all channels (On Course, Off Course, D2C, Sporting Goods, Amazon, Mass Merchants, Warehouse Clubs, etc.), will increase by roughly 30% vs. 2020 levels, reaching nearly $5.59 billion, while golf apparel sales will reach $1.96 billion.”
In addition to the surging equipment and apparel markets, the number of rounds played per month by women is also elevated in 2021, whether comparing to 2020 or 2019. Over the past 18 months there is anecdotal evidence suggesting the percentage of women playing the game was up significantly, however the exact level of that increase has yet to be released for 2021.
The National Golf Foundation estimates the number of women golfers in 2020 increased by 7% to 6.0 million, up from 5.6 million in 2019, and many expect this year’s level will be even higher.
Krzynowek adds, “Women golfers are an important part of the game and have been a catalyst in driving both rounds played and equipment sales, prior to and coming out of the pandemic. They take the game seriously and are logging a significant percentage of rounds played, while purchasing high performance equipment.”
Key highlights of the report and Golf Datatech’s survey among serious women golfers, include the following:
- Among the women’s golf equipment/apparel market that is valued at over $1.53 billion, equipment comprises 69% of total purchases, with apparel making up the rest.
- The overall women’s golf equipment/apparel market is now larger than any other product category. In fact, total golf balls, woods and irons (for both men and women) are all projected at close to $1.2 billion in sales each, well below the Purchasing Power of Women in Golf.
- This study also dives into likes and dislikes about the game, to understand how women truly feel about playing golf, and just the same as in 2014, the top dislike is that the game is male oriented, while the favorite parts about being out on the links include being outside, being with friends, and the competition.
- The women’s golf market has distinct segments that view the game very differently, just like men. Better players want to be custom fit, pay premium prices, and demand products that perform, while having disdain for products that are gender based.
- At the same time, there is a significant segment of the market that is content with products made for women that are easily identifiable through name or cosmetic design. Though, they tend to pay less for individual products, and spend less in total on apparel as well as equipment.
- The full report includes dozens of cross tabs that provide a deep dive and thorough understanding of just how women golfers in the US play the game and buy the equipment, including brands of equipment they use and favor, from balls to clubs to shoes.
Krzynowek concludes, “It’s always challenging to make expansive statements about such a large segment of the US population, because generalizations always have their exceptions, and we want to be very careful not to suggest there is only one way to look at this market. Rather, the consumer insights from this study by Golf Datatech clearly indicates that women are serious about the game of golf, spend accordingly, but have felt like their needs have not always been addressed.”
For more information on Golf Datatech’s “Purchasing Power of Women in Golf” Study, visit https://bit.ly/3qrdJ72 or call 888-944-4116.
About Golf Datatech, LLC
Golf Datatech, LLC (www.golfdatatech.com) was established in 1995, and since that time it has become the industry’s gold standard for accurate and timely information on retail sales, inventory, pricing, and distribution of golf products through the on and off course channels. In 1998, the Company extended its reach into consumer research, strategic sales, and marketing consulting. In 2006, the Company expanded its retail and consumer research programs into the United Kingdom and in 2008 added markets in Europe. Golf Datatech now produces the first-ever digitally driven golf retail sales reports for the US, UK, Sweden, France and Germany. All golf courses are welcome to contribute to the monthly rounds played research and receive the reports by going to https://www.golfdatatech.com/course-search/. Simply enter your course name to locate your facility then enter your previous month’s rounds along with your email address to ensure that you receive the latest results by email as soon as they are available.
