Summary of our market study

The global self-defense market, estimated at $2.9 billion in 2021, is anticipated to grow at a compound annual growth rate (CAGR) of 5.4% leading up to 2030. In 2021, the United States remained the largest market for self-defense weapons, with 18 million weapons sold that year, marking a significant increase in the arms market over fifteen years. Meanwhile, the private security sector in France, reflecting broader trends in the self-defense realm, has been valued at 8.4 billion euros in 2022. Contributing to the market's growth is an increased sense of insecurity; in France, 69% of people in 2022 felt that insecurity was on the rise.

The French market's size for self-defense products in 2022 was roughly estimated at 60 million euros based on the country's proportion of the global armament rate. Moreover, the demand for self-defense weapons and courses has seen a notable feminization, with a sharp rise in reported rapes and sexual assaults from 15,000 to 34.3 thousand cases in 2021. This has led to a surge in women pursuing self-defense, with disciplines such as Krav-Maga gaining popularity among them. Despite the challenges imposed by the health crisis that affected interest and participation in indoor sports including self-defense disciplines, there has been a resurgence in 2022.

The Growing Demand for Personal Security in Self-Defense Market

In recent years, the self-defense market has garnered significant attention due to a growing need among individuals to protect themselves. This trend is particularly evident in the demand for self-defense products, self-defense courses, and private security services. The self-defense market encompasses various products such as electrical stun guns, defensive batons, and incapacitating gas or gel weapons used to safeguard oneself against aggression.

In France, the trend of carrying self-defense weapons is closely monitored by regulations, where individuals must justify the legitimacy of carrying such items. The global self-defense market is quite substantial, with its size reaching nearly $2.9 billion in 2021, forecasted to grow by between 5 and 6 percent annually until 2030. The French market contributes a modest share to this global outlook, with the private security sector in France being valued at €8.4 billion as of 2022. Within France, one can infer from the arming rate that there's an estimated market size for self-defense products at around €60 million.

A notable rise in insecurity has influenced the French self-defense market. There have been between 140,000 and 160,000 cases of assaults outside the family recorded in 2021, heightening people's sense of vulnerability and nurturing the self-defense products and services market.

Additionally, the market has seen a feminization of demand, spurred by a considerable increase in sexual violence reported over recent years. Instances of rape and sexual assaults have more than doubled for 2021, which unsurprisingly has led to an uptick in sales of self-defense products aimed at women.

Addressing the issue of self-defense practice, France showcases a rich environment for martial arts and combat sports, with numerous federations dedicated to various disciplines. Despite the impact of the health crisis, which led to a decline in indoor sports practice, France's martial arts and self-defense disciplines have maintained a strong following, with notable female representation in sports like judo and taekwondo.

On the equipment front, companies specializing in self-defense gear support the sector, contributing millions in sales annually. These firms offer a spectrum of products from tasers, tear gas canisters, and telescopic batons, to blank pistols and personal defense packs tailored for women. The cost of such items varies, with tasers ranging from €40 to €100, and items like tear gas canisters priced upwards of €10. The legal framework regulating the carrying and use of self-defense weapons defines.

Key Players in the Self-Defense Market

The market for self-defense products and training is supported by several important companies and organizations, each contributing to the safety and empowerment of their customers through specialized offerings. Below is a breakdown of the leading entities in the self-defense domain:

  • SD Equipements stands out as a reputable provider of security and defense equipment. With a strong focus on assisting a range of customers, from government security services to private security companies, the organization offers an extensive array of products for intervention, self-defense, clothing, communication, and surveillance.
  • Located in Paris, Maxiprotec is a significant player in the personal security sector. With a decade-long history, the company retails a variety of products catered to self-defense and recreational shooting enthusiasts, including rifles and pellet guns.
  • As an online gunsmith, Securicount offers a digital storefront specializing in a wide range of self-defense weaponry that caters to both enthusiasts and professionals seeking to equip themselves with the necessary tools for protection.
  • Similarly, Baumel operates as an online armory, providing customers with access to a broad selection of defensive equipment and weapons available through their e-commerce platform.
  • Ducatillon broadens the self-defense market with its e-commerce presence dedicated to hunting and fishing gear, which includes self-defense tools that double as utilities for outdoor activities.
  • A subsidiary of SD Equipements, Armurerie Loisir offers a focused selection of recreational shooting supplies and self-defense equipment, providing customers with both sporting goods and protective options.
  • Although with comparatively modest sales, Hadjime caters to a niche segment of self-defense by selling specific training equipment, enabling practitioners to condition themselves and hone their skills.

These companies, with their diverse portfolios, play crucial roles in the self-defense market by providing consumers and professionals with the tools and equipment necessary for protection and empowerment. Their collective presence underlines the multiplicity of needs within the self-defense arena and their commitment to meeting that demand with integrity and expertise.

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Summary and extracts

1 Market overview

1.1 Definition and scope of study

Self-defense is the principle of protection against unjustified aggression. Everyone must have a legitimate reason for carrying (in their vehicle, for example) or carrying on their person a category D weapon (weapons that can be bought and held freely).

In the event of a security check (bag or vehicle check....), the individual must be able to provide a valid reason. to determine whether you have a valid reason for carrying or transporting a weapon, the police, or the judge in the event of a dispute, take into account the place, circumstances and context. Legitimate reason is examined on a case-by-case basis. There are 3 main types of self-defence weapon:

  • Electrical stun guns such as tasers, shockers or electric fists;
  • Defensive batons such as telescopic batons, truncheons or tonfa ;
  • Gas or gel incapacitating weapons, such as tear gas or tear gas canisters.

The size of the global self-defense market reached $2.9 billion in 2021, and is expected to grow at a compound annual growth rate of 5.4% to 2030. In France, the number of firearms is estimated at 15 million, i.e. almost one weapon for every 4 individuals (this figure also includes unregistered weapons derived from illegal trafficking).

The main suppliers of defense and self-defense equipment known to date are as follows: SD Equipements, Maxiprotec, Securicount, Baumel, Ducatillon, Armurerie Loisir, and gunsmiths in general. According to Yonathan Malet, founder of the AntiAgression website, the self-defense market has been growing by 20% a year for the past 4 years. At the very start of the lock-in, he even recorded a 20-30% increase in sales over a two-week period. the growth in reported incidents of sexual violence in particular is exponential in France, doubling between 2013 and 2021.

But this growth in reported incidents does not correspond equally to the growth in sexual violence actually perpetrated. Indeed, after the liberation of speech that followed the Weinstein affair and the #MeToo movement, victims have more often revealed the facts than they did in the past. This increase in the popularity of self-defense products therefore seems to stem more from greater media coverage and awareness of violence and insecurity, than from an increase in that insecurity itself, according to Slate.

1.2 The global market

Global market size:

In ****, the global market for self-defense products is estimated at $*.* billion, and is expected to grow at a CAGR of *.*%.

World market sales trends and forecasts

The United States is of course the world's leading market for self-defense weapons, since it is legal to carry firearms. ** million weapons ...

1.3 The French market

The private security market in France:

The market size of the private security sector in France is estimated at *.* billion euros in ****.

Growth in sales for the private security sector France, ****-****, in millions of euros Source: ****

The private security market in France is broader than that of self-defense, but it ...

2 Demand analysis

2.1 A growing sense of insecurity

Increase in the number of assaults:

The number of assaults outside the family has been rising in France in recent years. In ****, nearly ***,*** cases of assault and battery outside the family were recorded, a figure that has risen by **% in five years.

Change in the number of intentional assaults France, ****-****, ...

2.2 Feminization of demand

Rape and sexual assault on the rise in France :

Trend in the number of sexual assaults France, ****-****, in thousands Source: ****

In France, the number of rapes and sexual assaults is rising sharply. From **,*** rapes and attempted rapes to **.* thousand between **** and ****. Other sexual assaults have risen from **.* thousand to ** thousand ...

2.3 Web analysis of demand

Seasonality of demand:

The Google Trends index enables us to evaluate the interest and number of searches over a given period and for a given region. In this way, we can analyze the search interest for self-defense on the Internet.

Evolution of Google searches for the term "self defense France, ****-****, ...

3 Market structure

3.1 Number of practitioners

It is very difficult to count the number of self-defense practitioners in France, as there is no real federation, and practice is not necessarily regular (***). In any case, France is a major martial arts and combat sports country, as evidenced by the number of licensed practitioners, and is thus highly conducive ...

3.2 Geographical distribution

In this section, judo-jujitsu clubs have been chosen to reflect the geographical distribution of self-defense practice in France in clubs or associations, as they are the most representative: the FFJ is the federation with the largest number of licensees and clubs for combat sports, martial arts and self-defense; and self-defense classes ...

3.3 Organization: Federations, centers, associations and teachers

Sports federations :

French Judo-Jujitsu Federation French Karate Federation French Taekwendo Federation French Aikido Federation French Kick-Boxing Federation European Krav-Maga Federation

Multi-sport federations :

French Federation of Sport for All French Federation of Combat Sports and Martial Arts

The main centers :

There are a multitude of centers and dojos in France where you ...

3.4 Leading self-defense equipment companies

Here is a list of the main companies selling self-defense equipment (***).

Source: ****

4 Offer analysis

4.1 Self-defense classes

The different types of self-defense courses :

Krav-Maga: for attacking and defending, combines numerous techniques such as boxing, karate, Greco-Roman wrestling and jiu-jitsu. It is used by numerous security agencies and secret services, notably in Israel. Jiu-jitsu: a hybrid style designed to neutralize the opponent's center of gravity. Use of arm locks, ...

4.2 Products for self-defence training

The products below allow you to practice self-defense:

Source: ****

4.3 Self-defence weapons

The self-defense weapons below can be used to defend yourself in the event of aggression.

Source: ****

4.4 Offer diversification

Self-defense on social networks:

Online courses (***).

On TikTok, the SelfDefGirl account promotes a kit containing a glass breaker, an ice pick, a belt cutter, a brass knuckle, a small blade concealed in a fake key and a pepper spray. These objects and defensive weapons are pink in color and decorated with ...

5 Regulations

5.1 Self-defence

Main texts :

Art. ***-*:

A person is not criminally liable if, faced with an unjustified attack on himself or another, he simultaneously performs an act in self-defense of himself or another, unless the means of defense used are disproportionate to the seriousness of the attack.cess of self-defense or the legitimate ...

5.2 Self-defense weapons regulations

There are different categories of weapons: category A, subject to authorization, category B, subject to authorization, category C, subject to declaration, and category D, which can be purchased and held freely. [***].

In this section we only deal with category D weapons.

Main weapons classified in category D :

Objects that may constitute ...

6 Positioning the players

6.1 Player segmentation

  • Superprof
  • Adidas
  • Décathlon
  • Go Sport France
  • Ducatillon
  • Armurerie Loisir (SD Equipements)
  • SD Equipements
  • Maxiprotec
  • Mizuno

List of charts presented in this market study

  • Market trends and forecasts for self-defense products
  • Sales trends in the private security sector
  • Do you feel that crime has increased in recent months?
  • Change in the number of intentional assaults
  • Change in the number of homicides
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Latest news

Adidas still going strong despite the Kanye West scandal. - 20/11/2023
  • Adidas had a colossal stock of Yeezy sneakers, estimated at over a billion euros.
  • Yeezy sneaker sales accounted for 7% of Adidas sales.
  • Adidas organized two massive destocking operations, generating 400 million euros in the first online sale and almost the same amount in the second.
  • Resale prices for Yeezy sneakers vary between 100 and 300 euros.
Intersport to the rescue of Go Sport - 08/06/2023
  • Intersport takes over 72 Go Sport stores
  • 1,446 employees taken over out of 1,574
  • 50 Go Sport stores will become Intersport
  • 22 Go Sport stores to remain Go Sport
  • Target: 250 new Go Sport stores by 2030
  • Target sales: over €650 million
  • Intersport - 800 Intersport stores
  • Intersport sales in 2022: 3.3 billion euros
  • Intersport target with the arrival of Go Sport: 4.4 billion euros
  • Decathlon sales: 4.5 billion euros
Mizuno, the Japanese sports equipment manufacturer that didn't know how to sell itself - 06/06/2023
  • The company is one of the doyennes of the sports industry.
  • Its sales reached 1.4 billion euros last year. 65% of its sales come from Japan.
  • It opened up to the rest of the world some twenty years ago.
  • It decided to venture into the sneaker market in 2018.
  • In Europe, running represents 70% of its revenues.
Vietnam: Nike and Adidas subcontractor lays off 6,000 workers - 13/05/2023
  • Vietnamese footwear manufacturer produces for Nike and Adidas
  • Vietnam is one of the world's largest exporters of textiles, footwear and furniture.
  • 6000 permanent employees of PouYuen Vietnam will lose their jobs.
  • PouYuen is Ho Chi Minh City's largest employer with almost 50,000 employees.
  • The slowdown affected the footwear, clothing, construction and agri-food industries.
  • More than 630,000 people lost their jobs or saw their working hours reduced in 2022, according to the Vietnamese Ministry of Labor.
E-commerce: Ducatillon mowed down by the purchasing power crisis - 20/02/2023
  • Ducatillon: distance-selling specialist in hunting and outdoor leisure equipment
  • 70 employees
  • Sales 2021: €28.1 million, 2022: €21 million
  • The Lille Métropole Commercial Court has declared the company in receivership
In financial difficulty, Go Sport gets a new boss - 06/01/2023
  • 2,600 employees
  • Patrick Puy has been appointed head of a company management specialist in dire financial straits
  • Michel Ohayon's group, which owns the company, has applied to the commercial court for a conciliation procedure in order to be able to resell the brand

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Superprof
Adidas
Décathlon
Go Sport France
Ducatillon
Armurerie Loisir (SD Equipements)
SD Equipements
Maxiprotec
Mizuno

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