sample report - southwick associates

Size of the 2013 Firearm and Ammunition

Markets

SAMPLE REPORT

Produced by:

Southwick Associates, Inc. P.O. Box 6435

Fernandina Beach, FL 32035 904-277-9765

[email protected]

mailto:[email protected]

Size of the 2013 Firearm and Ammunition Market Report

CONFIDENTIAL 2 Do not make any copies of this report or share any of the contents with anyone outside of your organization

without written permission from Southwick Associates, Inc

Table of Contents

Introduction and Background ............................................................................................ 3 Firearm Market Size Overview .......................................................................................... 4 Rifle Market Size ................................................................................................... 5 Traditional Rifle Market Size ...................................................................... 9 Tactical/Modern Sporting Rifle (MSR) Market Size .................................. 19 Handgun Market Size .......................................................................................... 27 Shotgun Market Size ........................................................................................... 35 Muzzleloader Market Size ................................................................................... 43 Air Rifle Market Size ............................................................................................ 45 Ammunition Market Size Overview .................................................................................. 46

Rifle Ammunition Market Size .............................................................................. 47 Handgun Ammunition Market Size ...................................................................... 56

Shotgun Ammunition Market Size ........................................................................ 61




Introduction and Background

Southwick Associates estimates sales dollars using multiple approaches, with the specific

approach dependent on the product under study.

For firearms and ammunition, total retail sales are based on the annual federal excise tax

collected from manufacturers and importers in these categories. Using the current tax rates,

plus information from trade surveys and experts, manufacturers’ payments are adjusted to

reflect retail sales by accounting for typical wholesale and retail mark-ups.

For hunting, shooting and sportfishing products not subject to excise taxes, retail sales (in units

and dollars) are estimated primarily using two sources:

1) For hunting and sportfishing, the initial retail sales estimate is obtained from the U.S.

Fish and Wildlife Service’s 2011 National Survey of Fishing, Hunting and Wildlife-

Associated Recreation (National Survey). This survey is released every five years.

Expenditures are updated for the intervening years through the use of inflation and

sportsmen’s license data.

2) The National Survey only provides expenditure estimates for broad categories of

products. Expenditure estimates for more detailed products (such as “pump shotguns”

versus “firearms”) are derived by matching the National Survey estimates with data from

Southwick Associates’ AnglerSurvey and Hunter/ShooterSurvey. These surveys are

conducted every two months and track participation for many types of hunting, shooting

and fishing activity and sportfishing. These surveys also track purchases for many

narrowly defined products including average price paid. By matching the two datasets, it

is possible to develop estimates of total expenditures for specific and detailed product

categories. Estimates of units sold are developed using the average price information.

In some cases, additional data sources are used to provide greater reliability, including trade

surveys from various sources. In general, most market size estimates are produced using the

process described here.

Do note: results in this study reflect dollars spent, while the bi-monthly subscription reports to

Hunter/ShooterSurvey results reflect percent of purchases rather than percent of dollars spent.




Firearm Market Size Overview

Estimated 2013 firearm market size (dollars) by equipment type:

Firearm Type Estimated 2013 U.S. Market

Rifles

Handguns

Shotguns

Muzzleloaders

Air Rifles

Total firearm market

Estimated 2013 firearm market size (units) by equipment type:

Firearm Type Estimated 2013 U.S. Market

Rifles

Handguns

Shotguns

Muzzleloaders

Air Rifles

Total firearm market


CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization


5

Rifle Market Size

Estimated 2013 rifle market size (dollars) by rifle type and caliber:

Caliber Traditional Rifles Tactical/MSR Rifles All Rifles

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

32 Win Special

35 Remington

375 H&H Magnum

416 Rem Magnum

416 Rigby

44 Rem

458 Win Magnum

470 Nitro Express

7 62x39 Soviet

7 mm Mauser

7 mm WSM

7 mm-08

7mm Remington Mag

8 mm Mauser

Other

Not sure

Total rifle market




6

Estimated 2013 rifle market size (units) by rifle type and caliber:

Caliber Traditional Rifles Tactical/MSR Rifles All Rifles

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 Savage


300 Win Mag

300 WSM

303 British

308 cal

32 Win Special

35 Remington

375 H&H Magnum

416 Rem Magnum

416 Rigby

44 Rem

458 Win Magnum

470 Nitro Express

7 62x39 Soviet

7 mm Mauser

7 mm WSM

7 mm-08

7mm Remington Mag

8 mm Mauser

Other

Not sure

Total rifle market




7

Estimated 2013 rifle market size (dollars) by rifle action:

Rifle Action Traditional Rifles Tactical/MSR Rifles All Rifles

Bolt action

Break action

Lever action

Semi-automatic

Other

Total rifle market

Estimated 2013 rifle market size (units) by rifle action:

Rifle Action Traditional Rifles Tactical/MSR Rifles All Rifles

Bolt action

Break action

Lever action

Semi-automatic

Other

Total rifle market

Estimated 2013 rifle market size (dollars) by retailer type:

Retailer Type Traditional Rifles Tactical/MSR Rifles All Rifles

Mass Merchant (Wal-Mart,

K-Mart, Sam’s Club, etc.)

Outdoor Specialty Store

(Bass Pro, Cabela’s,

Gander Mountain, etc.)

General Sporting Goods

(Sports Authority, Dick’s,

Academy)

Local shop (mom and pop

shops)

Printed Catalog (Bass Pro,

Cabela’s)

Website (Cabela’s, Bass

Pro, Craigslist, Ebay)

Gun shows or expos

Used (from individual)

Other

Not sure

Total rifle market




8

Estimated 2013 rifle market size (units) by retailer type:

Retailer Type Traditional Rifles Tactical/MSR Rifles All Rifles

Mass Merchant (Wal-Mart,

K-Mart, Sam’s Club, etc.)


(Bass Pro, Cabela’s,

Gander Mountain, etc.)


(Sports Authority, Dick’s,

Academy)

Local shop (mom and pop

shops)

Printed Catalog (Bass Pro,

Cabela’s)

Website (Cabela’s, Bass

Pro, Craigslist, Ebay)

Gun shows or expos

Used (from individual)

Other

Not sure

Total rifle market




9

Traditional Rifle Market Size

Estimated 2013 traditional rifle market size (dollars) by rifle action and caliber:

Rifle Action

Caliber Bolt Action Break Action Lever Action

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 Savage

300 WSM


300 Win Mag

303 British

308 cal

32 Win Special

35 Remington

375 H&H Magnum

416 Rem Magnum

416 Rigby

44 Rem

458 Win Magnum

470 Nitro Express

7 mm Mauser

7 mm WSM

7 mm-08

7 62x39 Soviet

8 mm Mauser

7mm Remington Mag

Other

Not sure

Total traditional rifle market




10

Estimated 2013 traditional rifle market size (dollars) by rifle action and caliber (cont’d):

Rifle Action

Cailber Semi-automatic Other Actions All Traditional Rifles

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 Savage

300 WSM


300 Win Mag

303 British

308 cal

32 Win Special

35 Remington

375 H&H Magnum

416 Rem Magnum

416 Rigby

44 Rem

458 Win Magnum

470 Nitro Express

7 mm Mauser

7 mm WSM

7 mm-08

7 62x39 Soviet

8 mm Mauser

7mm Remington Mag

Other

Not sure





11

Estimated 2013 traditional rifle market size (units) by rifle action and caliber:

Rifle Action

Caliber Bolt Action Break Action Lever Action

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 Savage

300 WSM


300 Win Mag

303 British

308 cal

32 Win Special

35 Remington

375 H&H Magnum

416 Rem Magnum

416 Rigby

44 Rem

458 Win Magnum

470 Nitro Express

7 mm Mauser

7 mm WSM

7 mm-08

7 62x39 Soviet

8 mm Mauser

7mm Remington Mag

Other

Not sure





12

Estimated 2013 traditional rifle market size (units) by rifle action and caliber (cont’d):

Rifle Action

Cailber Semi-automatic Other Actions All Traditional Rifles

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 Savage

300 WSM


300 Win Mag

303 British

308 cal

32 Win Special

35 Remington

375 H&H Magnum

416 Rem Magnum

416 Rigby

44 Rem

458 Win Magnum

470 Nitro Express

7 mm Mauser

7 mm WSM

7 mm-08

7 62x39 Soviet

8 mm Mauser

7mm Remington Mag

Other

Not sure





13

Estimated 2013 traditional rifle market size (dollars) by retailer type and caliber:

Retailer Type

Cailber Mass Merchant

Outdoor

Specialty Store

General

Sporting Goods Local Shop

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 Savage

300 WSM


300 Win Mag

303 British

308 cal

32 Win Special

35 Remington

375 H&H Magnum

416 Rem Magnum

416 Rigby

44 Rem

458 Win Magnum

470 Nitro Express

7 mm Mauser

7 mm WSM

7 mm-08

7 62x39 Soviet

8 mm Mauser

7mm Remington Mag

Other

Not sure

Total traditional rifle

market




14

Estimated 2013 traditional rifle market size (dollars) by retailer type and caliber (cont’d):

Retailer Type

Caliber Printed Catalog Website Gun Shows/ Expos

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 Savage

300 WSM


300 Win Mag

303 British

308 cal

32 Win Special

35 Remington

375 H&H Magnum

416 Rem Magnum

416 Rigby

44 Rem

458 Win Magnum

470 Nitro Express

7 mm Mauser

7 mm WSM

7 mm-08

7 62x39 Soviet

8 mm Mauser

7mm Remington Mag

Other

Not sure





15

Estimated 2013 traditional rifle market size (dollars) by retailer type and caliber (cont’d):

Retailer Type

Caliber Used Other* Not sure

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 Savage

300 WSM


300 Win Mag

303 British

308 cal

32 Win Special

35 Remington

375 H&H Magnum

416 Rem Magnum

416 Rigby

44 Rem

458 Win Magnum

470 Nitro Express

7 mm Mauser

7 mm WSM

7 mm-08

7 62x39 Soviet

8 mm Mauser

7mm Remington Mag

Other

Not sure


* “Other” shops includes pawn shops, range shops and other venues not included here




16

Estimated 2013 traditional rifle market size (units) by retailer type and caliber:

Retailer Type

Cailber Mass Merchant

Outdoor

Specialty Store

General


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 Savage

300 WSM


300 Win Mag

303 British

308 cal

32 Win Special

35 Remington

375 H&H Magnum

416 Rem Magnum

416 Rigby

44 Rem

458 Win Magnum

470 Nitro Express

7 mm Mauser

7 mm WSM

7 mm-08

7 62x39 Soviet

8 mm Mauser

7mm Remington Mag

Other

Not sure

Total traditional rifle

market




17

Estimated 2013 traditional rifle market size (units) by retailer type and caliber (cont’d):

Retailer Type


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 Savage

300 WSM


300 Win Mag

303 British

308 cal

32 Win Special

35 Remington

375 H&H Magnum

416 Rem Magnum

416 Rigby

44 Rem

458 Win Magnum

470 Nitro Express

7 mm Mauser

7 mm WSM

7 mm-08

7 62x39 Soviet

8 mm Mauser

7mm Remington Mag

Other

Not sure





18

Estimated 2013 traditional rifle market size (units) by retailer type and caliber (cont’d):

Retailer Type

Caliber Used Other* Not sure

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 Savage

300 WSM


300 Win Mag

303 British

308 cal

32 Win Special

35 Remington

375 H&H Magnum

416 Rem Magnum

416 Rigby

44 Rem

458 Win Magnum

470 Nitro Express

7 mm Mauser

7 mm WSM

7 mm-08

7 62x39 Soviet

8 mm Mauser

7mm Remington Mag

Other

Not sure





19

Tactical / Modern Sporting Rifle (MSR) Market Size

Estimated 2013 tactical/MSR rifle market size (dollars) by rifle action and caliber:

Rifle Action

Bolt action Semi-automatic Other All tactical rifles

204 Ruger

22 cal

22-250 cal

223 cal

243 cal

270 Winchester

30 Carbine

30-06 Springfield

30-30 cal

300 Rem Magnum

300 Win Mag

303 British

308 cal

32 Win Special

35 Remington

44 Rem

7 62x39 Soviet

7 mm Mauser

7 mm-08

7mm Remington Mag

8 mm Mauser

Other

Not sure

Total tactical/MSR rifle

market




20

Estimated 2013 tactical/MSR rifle market size (units) by rifle action and caliber:

Rifle Action

Bolt action Semi-automatic Other All tactical rifles

204 Ruger

22 cal

22-250 cal

223 cal

243 cal

270 Winchester

30 Carbine

30-06 Springfield

30-30 cal

300 Rem Magnum

300 Win Mag

303 British

308 cal

32 Win Special

35 Remington

44 Rem

7 62x39 Soviet

7 mm Mauser

7 mm-08

7mm Remington Mag

8 mm Mauser

Other

Not sure


market




21

Estimated 2013 tactical/MSR rifle market size (dollars) by retailer type and caliber:

Retailer Type

Caliber Mass Merchant

Outdoor

Specialty Store

General Sporting

Goods Local Shop

204 Ruger

22 cal

22-250 cal

223 cal

243 cal

270 Winchester

30 Carbine

30-06 Springfield

30-30 cal

300 Rem Magnum

300 Win Mag

303 British

308 cal

32 Win Special

35 Remington

44 Rem

7 62x39 Soviet

7 mm Mauser

7 mm-08

7mm Remington Mag

8 mm Mauser

Other

Not sure


market




22

Estimated 2013 tactical/MSR rifle market size (dollars) by retailer type and caliber (cont’d):

Retailer Type


204 Ruger

22 cal

22-250 cal

223 cal

243 cal

270 Winchester

30 Carbine

30-06 Springfield

30-30 cal

300 Rem Magnum

300 Win Mag

303 British

308 cal

32 Win Special

35 Remington

44 Rem

7 62x39 Soviet

7 mm Mauser

7 mm-08

7mm Remington Mag

8 mm Mauser

Other

Not sure


market




23

Estimated 2013 tactical/MSR rifle market size (dollars) by retailer type and caliber (cont’d):

Retailer Type

Caliber Used Other Not sure

204 Ruger

22 cal

22-250 cal

223 cal

243 cal

270 Winchester

30 Carbine

30-06 Springfield

30-30 cal

300 Rem Magnum

300 Win Mag

303 British

308 cal

32 Win Special

35 Remington

44 Rem

7 62x39 Soviet

7 mm Mauser

7 mm-08

7mm Remington Mag

8 mm Mauser

Other

Total tactical/MSR rifle market




24

Estimated 2013 tactical/MSR rifle market size (units) by retailer type and caliber:

Retailer Type


Outdoor

Specialty Store

General Sporting

Goods Local Shop

204 Ruger

22 cal

22-250 cal

223 cal

243 cal

270 Winchester

30 Carbine

30-06 Springfield

30-30 cal

300 Rem Magnum

300 Win Mag

303 British

308 cal

32 Win Special

35 Remington

44 Rem

7 62x39 Soviet

7 mm Mauser

7 mm-08

7mm Remington Mag

8 mm Mauser

Other

Not sure


market




25

Estimated 2013 tactical/MSR rifle market size (units) by retailer type and caliber (cont’d):

Retailer Type


204 Ruger

22 cal

22-250 cal

223 cal

243 cal

270 Winchester

30 Carbine

30-06 Springfield

30-30 cal

300 Rem Magnum

300 Win Mag

303 British

308 cal

32 Win Special

35 Remington

44 Rem

7 62x39 Soviet

7 mm Mauser

7 mm-08

7mm Remington Mag

8 mm Mauser

Other

Not sure


market




26

Estimated 2013 tactical/MSR rifle market size (units) by retailer type and caliber (cont’d):

Retailer Type

Caliber Used Other Not sure

204 Ruger

22 cal

22-250 cal

223 cal

243 cal

270 Winchester

30 Carbine

30-06 Springfield

30-30 cal

300 Rem Magnum

300 Win Mag

303 British

308 cal

32 Win Special

35 Remington

44 Rem

7 62x39 Soviet

7 mm Mauser

7 mm-08

7mm Remington Mag

8 mm Mauser

Other

Total tactical/MSR rifle market




27

Handgun Market Size

Estimated 2013 handgun market size (dollars) by caliber:

Caliber Estimated 2013 U.S. Market

22 cal

32 cal

357 cal

38 cal

380 cal

40 S&W

44 cal

45 auto

9mm

Other

Not sure

Total handgun market

Estimated 2013 handgun market size (units) by caliber:

Caliber Estimated 2013 U.S. Market

22 cal

32 cal

357 cal

38 cal

380 cal

40 S&W

44 cal

45 auto

9mm

Other

Not sure


Estimated 2013 handgun market size (dollars) by action:

Handgun Action Estimated 2013 U.S. Market

Break action

Revolver

Semi-automatic

Other





28

Estimated 2013 handgun market size (units) by action:

Handgun Action Estimated 2013 U.S. Market

Break action

Revolver

Semi-automatic

Other


Estimated 2013 handgun market size (dollars) by retailer type:

Retailer Type Estimated 2013 U.S. Market

General Sporting Goods (The Sports Authority, Dick’s)

Gun shows or expos

Local shop (mom and pop shops)

Mass Merchant (Wal-Mart, K-Mart, Sam’s Club)

Outdoor Specialty Store (Bass Pro, Cabela’s, Gander Mountain)

Printed Catalog (Bass Pro, Cabela’s)

Used

Website (Cabela’s, Bass Pro)

Other

Not Sure


Estimated 2013 handgun market size (units) by retailer type:



Gun shows or expos





Used


Other

Not Sure





29

Estimated 2013 handgun market size (dollars) by action, retailer type and caliber:

Retailer Type

Handgun

Action Caliber

Mass

Merchant

Outdoor

Specialty

Store

General

Sporting

Goods Local Shop

Semi-

automatic

22 cal

32 cal

357 cal

38 cal

380 cal

40 S&W

44 cal

45 auto

9mm

Other

Semi-automatic

total

Revolver

22 cal

32 cal

38 cal

40 S&W

44 cal

45 auto

357 cal

380 cal

9mm

Other

Revolver total

Break

action

22 cal

357 cal

38 cal

380 cal

44 cal

45 auto

9mm

Other

Break action total

Other

22 cal

44 cal

45 auto

Other

Other action total





30

Estimated 2013 handgun market size (dollars) by action, retailer type and caliber (cont’d):

Retailer Type

Handgun Action Caliber Printed Catalog Website

Gun Shows/

Expos

Semi-automatic

22 cal

32 cal

357 cal

38 cal

380 cal

40 S&W

44 cal

45 auto

9mm

Other

Semi-automatic total

Revolver

22 cal

32 cal

38 cal

40 S&W

44 cal

45 auto

357 cal

380 cal

9mm

Other

Revolver total

Break action

22 cal

357 cal

38 cal

380 cal

44 cal

45 auto

9mm

Other

Break action total

Other Other

Other action total





31

Estimated 2013 handgun market size (dollars) by action, retailer type and caliber (cont’d):

Retailer Type

Handgun Action Caliber Used Other Not sure

Semi-automatic

22 cal

32 cal

357 cal

38 cal

380 cal

40 S&W

44 cal

45 auto

9mm

Other


Revolver

22 cal

32 cal

38 cal

40 S&W

44 cal

45 auto

357 cal

380 cal

9mm

Other

Not sure

Revolver total

Break action

22 cal

357 cal

38 cal

380 cal

44 cal

45 auto

9mm

Other

Break action total

Other 22 cal

Other action total





32

Estimated 2013 handgun market size (units) by action, retailer type and caliber:

Retailer Type

Handgun

Action Caliber

Mass

Merchant

Outdoor

Specialty

Store

General

Sporting

Goods Local Shop

Semi-

automatic

22 cal

32 cal

357 cal

38 cal

380 cal

40 S&W

44 cal

45 auto

9mm

Other

Semi-automatic

total

Revolver

22 cal

32 cal

38 cal

40 S&W

44 cal

45 auto

357 cal

380 cal

9mm

Other

Revolver total

Break

action

22 cal

357 cal

38 cal

380 cal

44 cal

45 auto

9mm

Other

Break action total

Other

22 cal

44 cal

45 auto

Other

Other action total





33

Estimated 2013 handgun market size (units) by action, retailer type and caliber (cont’d):

Retailer Type

Handgun Action Caliber Printed Catalog Website

Gun Shows/

Expos

Semi-automatic

22 cal

32 cal

357 cal

38 cal

380 cal

40 S&W

44 cal

45 auto

9mm

Other


Revolver

22 cal

32 cal

38 cal

40 S&W

44 cal

45 auto

357 cal

380 cal

9mm

Other

Revolver total

Break action

22 cal

357 cal

38 cal

380 cal

44 cal

45 auto

9mm

Other

Break action total

Other Other

Other action total





34

Estimated 2013 handgun market size (units) by action, retailer type and caliber (cont’d):

Retailer Type

Handgun Action Caliber Used Other Not sure

Semi-automatic

22 cal

32 cal

357 cal

38 cal

380 cal

40 S&W

44 cal

45 auto

9mm

Other


Revolver

22 cal

32 cal

38 cal

40 S&W

44 cal

45 auto

357 cal

380 cal

9mm

Other

Not sure

Revolver total

Break action

22 cal

357 cal

38 cal

380 cal

44 cal

45 auto

9mm

Other

Break action total

Other 22 cal

Other action total





35

Shotgun Market Size

Estimated 2013 shotgun market size (dollars) by gauge:

Gauge Estimated 2013 U.S. Market

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Other

Total shotgun market

Estimated 2013 shotgun market size (units) by gauge:

Gauge Estimated 2013 U.S. Market

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Other


Estimated 2013 shotgun market size (dollars) by action:

Shotgun Action Estimated 2013 U.S. Market

Break action

Over/under

Pump action

Semi-automatic

Side by side

Single shot

Other


Estimated 2013 shotgun market size (units) by action:

Shotgun Action Estimated 2013 U.S. Market

Break action

Over/under

Pump action

Semi-automatic

Side by side

Single shot

Other





36

Estimated 2013 shotgun market size (dollars) by retailer type:



Gun shows or expos





Used


Other

Not Sure


Estimated 2013 shotgun market size (units) by retailer type:



Gun shows or expos





Used


Other

Not Sure





37

Estimated 2013 shotgun market size (dollars) by action, retailer type and gauge:

Retail Type

Mass Merchant Outdoor Specialty Store General Sporting Goods

Pump

action

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Pump action total

Over/

under

.410 gauge

12 gauge

20 gauge

28 gauge

Over/under total

Semi-

automatic

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge


Break

action

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Break action total

Side by

side

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Side by side total

Single

Shot

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Other

Single shot total

Other

.410 gauge

16 gauge

Other action total





38

Estimated 2013 shotgun market size (dollars) by action, retailer type and gauge (cont’d):

Retail Type

Local Shop Printed Catalog Website

Pump action

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Other

Pump action total

Over/under

.410 gauge

12 gauge

20 gauge

28 gauge

Other

Over/under total

Semi-automatic

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge


Break action

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Break action

totalOther

Side by side

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Side by side total

Other

Single Shot

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Single shot total

Other

.410 gauge

12 gauge

20 gauge

Other action total





39

Estimated 2013 shotgun market size (dollars) by action, retailer type and gauge (cont’d):

Gun Shows Used Other Not Sure

Pump action

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Pump action

total

Over/under

.410 gauge

12 gauge

20 gauge

28 gauge

Over/under total

Semi-automatic

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Other

Semi-automatic

total

Break action

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Break action

total Other

Side by side

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Side by side

total Other

Single Shot

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Single shot total

Other

.410 gauge

12 gauge

20 gauge

Other action total





40

Estimated 2013 shotgun market size (units) by action, retailer type and gauge:

Retail Type

Mass Merchant Outdoor Specialty Store General Sporting Goods

Pump

action

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Pump action total

Over/

under

.410 gauge

12 gauge

20 gauge

28 gauge

Over/under total

Semi-

automatic

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge


Break

action

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Break action total

Side by

side

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Side by side total

Single

Shot

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Other

Single shot total

Other

.410 gauge

16 gauge

Other action total





41

Estimated 2013 shotgun market size (units) by action, retailer type and gauge (cont’d):

Retail Type

Local Shop Printed Catalog Website

Pump action

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Other

Pump action total

Over/under

.410 gauge

12 gauge

20 gauge

28 gauge

Other

Over/under total

Semi-automatic

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge


Break action

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Break action

totalOther

Side by side

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Side by side total

Other

Single Shot

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Single shot total

Other

.410 gauge

12 gauge

20 gauge

Other action total





42

Estimated 2013 shotgun market size (units) by action, retailer type and gauge (cont’d):

Gun Shows Used Other Not Sure

Pump action

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Pump action

total

Over/under

.410 gauge

12 gauge

20 gauge

28 gauge

Over/under total

Semi-automatic

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Other

Semi-automatic

total

Break action

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Break action

total Other

Side by side

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Side by side

total Other

Single Shot

.410 gauge

12 gauge

16 gauge

20 gauge

28 gauge

Single shot total

Other

.410 gauge

12 gauge

20 gauge

Other action total





43

Muzzleloader Market Size

Estimated 2013 muzzleloader market size (dollars) by muzzleloader type:

Muzzleloader Type Estimated 2013 U.S. Market

Flint lock

Inline

Standard

Other

Total muzzleloader market

Estimated 2013 muzzleloader market size (units) by muzzleloader type:

Muzzleloader Type Estimated 2013 U.S. Market

Flint lock

Inline

Standard

Other


Estimated 2013 muzzleloader market size (dollars) by retailer type:

Retail Type

Estimated 2013 U.S.

Market


Gun shows or expos





Used


Other





44

Estimated 2013 muzzleloader market size (units) by retailer type:

Retail Type

Estimated 2013 U.S.

Market


Gun shows or expos





Used


Other


Estimated 2013 muzzleloader market size (dollars) by muzzleloader type and retailer type:

Muzzleloader Type

Retail Type Inline Standard Flintlock Other


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other


Estimated 2013 muzzleloader market size (units) by muzzleloader type and retailer type:

Muzzleloader Type

Retail Type Inline Standard Flintlock Other


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other





45

Air Rifle Market Size

Estimated 2013 air rifle market size (dollars) by retailer type:

Retail Type

Estimated 2013 U.S.

Market


Gun shows or expos





Used


Other

Total air rifle market

Estimated 2013 air rifle market size (units) by retailer type:

Retail Type

Estimated 2013 U.S.

Market


Gun shows or expos





Used


Other

Total air rifle market




46

Ammunition Market Size Overview

Estimated 2013 ammunition market size (dollars) by equipment type:

Ammunition Type Estimated 2013 U.S. Market

Rifle ammunition

Shotgun ammunition

Handgun ammunition

Total ammunition market

Estimated 2013 ammunition market size (units) by equipment type:

Ammunition Type Estimated 2013 U.S. Market

Rifle ammunition

Shotgun ammunition

Handgun ammunition

Total ammunition market




47

Rifle Ammunition Market Size

Estimated 2013 rifle ammunition market size (dollars) by caliber:

Estimated 2013 U.S. Market

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 Savage


300 Win Mag

300 WSM

303 British

308 cal

32 Win Special

35 Remington

375 H&H Magnum

416 Rigby

44 Rem

458 Win Magnum

5.56 cal

7 62x39 Soviet

7 mm Mauser

7 mm WSM

7 mm-08

7mm Remington Mag

8 mm Mausar

9 mm

Other

Not sure

Total rifle ammunition market




48

Estimated 2013 rifle ammunition market size (units) 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 Savage


300 Win Mag

300 WSM

303 British

308 cal

32 Win Special

35 Remington

375 H&H Magnum

416 Rigby

44 Rem

458 Win Magnum

5.56 cal

7 62x39 Soviet

7 mm Mauser

7 mm WSM

7 mm-08

7mm Remington Mag

8 mm Mausar

9 mm

Other

Not sure





49

Estimated 2013 rifle ammunition market size (dollars) by retailer type:



Gun shows or expos





Used


Other

Not Sure


Estimated 2013 rifle ammunition market size (units) by retailer type:



Gun shows or expos





Used


Other

Not Sure





50

Estimated 2013 rifle ammunition market size (dollars) by retailer type and caliber:

Retail Type


Outdoor

Specialty Store

General


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 Savage


300 Win Mag

300 WSM

303 British

308 cal

32 Win Special

35 Remington

375 H&H Magnum

416 Rigby

44 Rem

458 Win Magnum

5.56 cal

7 62x39 Soviet

7 mm Mauser

7 mm WSM

7 mm-08

7mm Remington Mag

8 mm Mausar

9 mm

Other

Not sure

Total rifle ammunition

market




51

Estimated 2013 rifle ammunition market size (dollars) by retailer type and caliber (cont’d):

Retail Type

Caliber Print Catalog Website Gun shows or expos

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 Savage


300 Win Mag

300 WSM

303 British

308 cal

32 Win Special

35 Remington

375 H&H Magnum

416 Rigby

44 Rem

458 Win Magnum

5.56 cal

7 62x39 Soviet

7 mm Mauser

7 mm WSM

7 mm-08

7mm Remington Mag

8 mm Mausar

9 mm

Other





52

Estimated 2013 rifle ammunition market size (dollars) by retailer type and caliber (cont’d):

Retail Type

Caliber Used Other Not Sure

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 Savage


300 Win Mag

300 WSM

303 British

308 cal

32 Win Special

35 Remington

375 H&H Magnum

416 Rigby

44 Rem

458 Win Magnum

5.56 cal

7 62x39 Soviet

7 mm Mauser

7 mm WSM

7 mm-08

7mm Remington Mag

8 mm Mausar

9 mm

Other

Not sure





53

Estimated 2013 rifle ammunition market size (units) by retailer type and caliber:

Retail Type


Outdoor

Specialty Store

General


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 Savage


300 Win Mag

300 WSM

303 British

308 cal

32 Win Special

35 Remington

375 H&H Magnum

416 Rigby

44 Rem

458 Win Magnum

5.56 cal

7 62x39 Soviet

7 mm Mauser

7 mm WSM

7 mm-08

7mm Remington Mag

8 mm Mausar

9 mm

Other

Not sure

Total rifle ammunition

market




54

Estimated 2013 rifle ammunition market size (units) by retailer type and caliber (cont’d):

Retail Type

Caliber Print Catalog Website Gun shows or expos

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 Savage


300 Win Mag

300 WSM

303 British

308 cal

32 Win Special

35 Remington

375 H&H Magnum

416 Rigby

44 Rem

458 Win Magnum

5.56 cal

7 62x39 Soviet

7 mm Mauser

7 mm WSM

7 mm-08

7mm Remington Mag

8 mm Mausar

9 mm

Other





55

Estimated 2013 rifle ammunition market size (units) by retailer type and caliber (cont’d):

Retail Type


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 Savage


300 Win Mag

300 WSM

303 British

308 cal

32 Win Special

35 Remington

375 H&H Magnum

416 Rigby

44 Rem

458 Win Magnum

5.56 cal

7 62x39 Soviet

7 mm Mauser

7 mm WSM

7 mm-08

7mm Remington Mag

8 mm Mausar

9 mm

Other

Not sure





56

Handgun Ammunition Market Size

Estimated 2013 handgun ammunition market size (dollars) by caliber:


22 cal

32 cal

357 cal

38 cal

380 cal

40 S&W

44 cal

45 auto

9mm

Other

Not sure

Total handgun ammunition market

Estimated 2013 handgun ammunition market size (units) by caliber:


22 cal

32 cal

357 cal

38 cal

380 cal

40 S&W

44 cal

45 auto

9mm

Other

Not sure





57

Estimated 2013 handgun ammunition market size (dollars) by retailer type:


General Sporting Goods (The Sports Authority, Dicks)

Gun shows or expos


Mass Merchant (Wal-Mart, K-Mart, Sams Club)

Outdoor Specialty Store (Bass Pro, Cabelas, Gander Mountain)

Printed Catalog (Bass Pro, Cabelas)

Used

Website (Cabelas, Bass Pro)

Other

Not Sure


Estimated 2013 handgun ammunition market size (units) by retailer type:


General Sporting Goods (The Sports Authority, Dicks)

Gun shows or expos


Mass Merchant (Wal-Mart, K-Mart, Sams Club)

Outdoor Specialty Store (Bass Pro, Cabelas, Gander Mountain)

Printed Catalog (Bass Pro, Cabelas)

Used

Website (Cabelas, Bass Pro)

Other

Not Sure





58

Estimated 2013 handgun ammunition market size (dollars) by retailer type and caliber:

Retail Type


Outdoor

Specialty Store

General


22 cal

32 cal

357 cal

38 cal

380 cal

40 S&W

44 cal

45 auto

9mm

Other

Not sure

Total handgun

ammunition market

Estimated 2013 handgun ammunition market size (dollars) by retailer type and caliber (cont’d):

Retail Type


22 cal

32 cal

357 cal

38 cal

380 cal

40 S&W

44 cal

45 auto

9mm

Other





59

Estimated 2013 handgun ammunition market size (dollars) by retailer type and caliber (cont’d):

Retail Type


22 cal

32 cal

357 cal

38 cal

380 cal

40 S&W

44 cal

45 auto

9mm

Other


Estimated 2013 handgun ammunition market size (units) by retailer type and caliber:

Retail Type


Outdoor

Specialty Store

General


22 cal

32 cal

357 cal

38 cal

380 cal

40 S&W

44 cal

45 auto

9mm

Other

Not sure

Total handgun

ammunition market




60

Estimated 2013 handgun ammunition market size (units) by retailer type and caliber (cont’d):

Retail Type

Caliber Printed Catalog Website

Gun Shows/

Expos

22 cal

32 cal

357 cal

38 cal

380 cal

40 S&W

44 cal

45 auto

9mm

Other


Estimated 2013 handgun ammunition market size (units) by retailer type and caliber (cont’d):

Retail Type


22 cal

32 cal

357 cal

38 cal

380 cal

40 S&W

44 cal

45 auto

9mm

Other





61

Shotgun Ammunition Market Size

Estimated 2013 shotgun ammunition market size (dollars) by gauge:


12 gauge

16 gauge

20 gauge

28 gauge

.410 gauge

Other

Total shotgun ammunition market

Estimated 2013 shotgun ammunition market size (units) by gauge:


12 gauge

16 gauge

20 gauge

28 gauge

.410 gauge

Other


Estimated 2013 shotgun ammunition market size (dollars) by retailer type:



Gun shows or expos





Used


Other

Not sure





62

Estimated 2013 shotgun ammunition market size (units) by retailer type:



Gun shows or expos





Used


Other

Not sure





63

Estimated 2013 shotgun ammunition market size (dollars) by retailer type and gauge:

Retail Type

Gauge Mass Merchant

Outdoor

Specialty Store

General


12 gauge

16 gauge

20 gauge

28 gauge

.410 gauge

Other

Total shotgun

ammunition market

Estimated 2013 shotgun ammunition market size (dollars) by retailer type and gauge (cont’d):

Retail Type

Gauge Printed Catalog Website Gun Shows/ Expos

12 gauge

16 gauge

20 gauge

28 gauge

.410 gauge

Other


Estimated 2013 shotgun ammunition market size (dollars) by retailer type and gauge (cont’d):

Retail Type

Gauge Used Other Not Sure

12 gauge

16 gauge

20 gauge

28 gauge

.410 gauge

Other





64

Estimated 2013 shotgun ammunition market size (units) by retailer type and gauge:

Retail Type

Gauge Mass Merchant

Outdoor

Specialty Store

General


12 gauge

16 gauge

20 gauge

28 gauge

.410 gauge

Other

Total shotgun

ammunition market

Estimated 2013 shotgun ammunition market size (units) by retailer type and gauge (cont’d):

Retail Type

Gauge Printed Catalog Website Gun Shows/ Expos

12 gauge

16 gauge

20 gauge

28 gauge

.410 gauge

Other


Estimated 2013 shotgun ammunition market size (units) by retailer type and gauge (cont’d):

Retail Type

Gauge Used Other Not Sure

12 gauge

16 gauge

20 gauge

28 gauge

.410 gauge

Other


sample report - southwick associates

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