WGSN Social Data: Snowsports Trends
Informed by WGSN Social Analytics, we analyse the trending hashtags and keywords from TikTok and Instagram, alongside Sports Participation data, to identify investment opportunities and focus points within the snowsports categories.
The Snowsports Opportunity
The global winter sports equipment market is projected to grow to $17bn by 2028 with a CAGR of +3.7% (Statista).
Foundational categories like skiing and snowboarding see increased participation, resulting in revenue growth projections of +3.6% in skiing and +3.9% in snowboarding by 2028. The US is the leading contributor to the market’s revenue and sees rising participation within outdoor sports, with niche sports like snowshoeing (+20.7%) and cross-country skiing (+8.5%) gaining popularity. In Asia, the winter sports market is expanding at a CAGR of +3.7% by 2028, with China set to be a year-round market by introducing indoor resorts. In Europe, winter sports growth is projected at a CAGR of +3.4% by 2028, with Germany, France and the UK leading the snowsports participation, signalling excellent market potential.
On social media, snowsport trends cover a broad range of interests, with spikes in niche, location-specific pursuits such as #Skijoring and #Sandboarding and a strong interaction with societal and environmental macro trends such as sustainability and inclusivity.
WGSN Social Data Methodology
Our proprietary methodology combines data across multiple social channels and human forecasting expertise to give you a comprehensive and visual representation of a trend’s strength and lifespan. This is based on quantitative measures such as participation in the sports aligned with the trend, the trend’s size, stability, trajectory and alignment with our STEPIC™ Index. Combined, they determine the Trend Investment Projection (TIP) recommendation.
We analysed the category hashtags and keywords using our qual and quant methodology and identified eight trends you need to know. These trends have been compiled in our Social Trends Scorecard, providing a comprehensive overview of the qual and quant measures and TIP recommendations at a glance.
In our Social Analytics: Snowsports 2024 report, we’ve highlighted four of the trends to invest in from this curated list and deep dived into these trends for WGSN clients to see where they came from, how they relate to participation in real life and how to implement them in product development.
#Snowshoeing
Capitalise on the latest participation trend in snowsports, #Snowshoeing.
Snowshoeing is the fastest-growing outdoor sport in the US with a YoY increase of +20.7% in 2022 (Outdoor Industry Association).
Social posts on the hashtag #SnowshoeingAdventures highlight the joy of approachable soft adventure opportunities. With seniors representing a growing outdoor base, regions like Japan see increased snowshoeing excursions.
Snowshoeing provides an opportunity for brands to track and engage crossover consumers transitioning to and from other snowsports. Appeal to a wide range of demographics by designing for ease of use and intuitive function.
#SkiTouring
Expand your product offer for ski touring to cater to this advancing trend.
Participation in #SkiTouring is growing steadily, with a 17% YoY increase from the 21/22 to 22/23 winter seasons.
Ski touring represents an opportunity for snowsports participants to connect with the wilderness, with a greater emphasis on adventure and exploration than downhill resort skiing. Splitboarding participation is also up-trending, demonstrating a broader appetite for backcountry pursuits.
Product design opportunities include touring equipment bundles to reduce costs and decision fatigue for new consumers. Rental is also a promising avenue for high-value touring and avalanche safety gear.
WGSN clients can discover more Snowsports trends to invest in from our Social Analytics: Snowsports report. Not a WGSN subscriber yet? Request a complimentary tour of the platform here.