the ski market
Italy

MARKET SUMMARY

1.1 Definition and presentation

Skiing equipment refers to all the accessories needed to practice snow sports; all types of sports (e.g. cross-country skiing, downhill skiing, snowboarding) will be included in the study, while ski clothing will be excluded.

At European level, there is a progressive lack of interest in skiing, which is necessarily reflected in lower sales of snow equipment. Among the countries affected, there is also Italy, which has fewer skiers on the slopes of the national territory.

In terms of turnover, the Italian ski equipment market has undergone a rather fluctuating trend in recent years, characterized by a majority of negative rather than positive percentage changes. Among the most influential reasons, a net drop in sales in terms of both ski and bindings volumes has undoubtedly characterized the evolution of the market. In a context historically dominated by major international brands, Italian players now have to face, on the one hand, stringent competition and, on the other, decreasing demand. In addition, the social and demographic changes (e.g. new generation, ageing population) that are affecting the national territory are expected to have an influence on the future evolution of the ski market.

Traditional equipment manufacturers are facing a growth in online demand and a progressive incidence of innovative players at affordable prices, such as Decathlon.

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