According to a new study by Golf Datatech, the women’s segment is now larger than any single product category in golf.
The study “Women’s Purchasing Power in Golf” reveals significant growth in spending as more women play the game, with total equipment and apparel sales expected to exceed $ 1.53 billion in 2021.
“We estimate that the total US golf equipment business, for both men and women, including all channels, will grow approximately 30% from 2020 levels to nearly $ 5.59 billion, while sales of golf apparel will increase will increase nearly 40% to $ 1.96 billion. “Said John Krzynowek, co-founder of Golf Datatech.
Golf Datatech last carried out this study in 2014. Female golfers’ spending on equipment and apparel has increased by more than 66% and has increased by 32% since 2020. Today women make up about 20% of the nearly $ 5.59 billion market.
In addition to the emerging equipment and apparel markets, the number of rounds played per month will also increase in 2021. The National Golf Foundation estimates the number of female golfers increased 7% to 6 million in 2020, from 5.6 million in 2019.
Key highlights of the Golf Datatech report and survey include:
- 69% of total purchases go to equipment, the rest to clothing.
- The biggest dislike among women is that the game is aimed at men, while likes being outside, being with friends, and having the competition are among the likes. These were similar results in the 2014 study.
- The women’s golf market has different segments that view the game very differently, just like men do. Better players want to be customized, pay high prices, and want products with performance while despising gender-based products.
- At the same time, there is a market segment that is content with easily recognizable products “made for women”, but which tend to pay less for individual products and generally spend less on clothing and equipment.
“It is always a challenge to make sweeping statements about such a large segment of the US population because generalizations always have exceptions,” said Krzynowek. “However, the consumer insights from our study clearly show that women take the game of golf seriously and spend it accordingly.”