Sporting and Athletic Goods Industry Profile

Definition of the Industry

The sporting and athletic goods manufacturing industry comprises establishments primarily engaged in manufacturing sporting and athletic goods, except clothing and footwear. These products fall under the North American Industry Classification System (NAICS) code 33992 — Sporting and Athletic Goods Manufacturing.

Statistical Summary

Sporting and Athletic Goods Manufacturing [NAICS 33992] — Major Economic Indicators
(millions of C$, employment in thousands)
Economic Indicators 2006 2007 2008 2009 2010 % Change
2009-2010*		 CAAGR (%)
* If 2010 data not available, calculation is % Change 2008-2009.

Source: Statistics Canada, Trade Data Online
Definitions: 
CAAGR: Compound Average Annual Growth Rate (2006-2010; 2006-2009 if 2010 data unavailable)
Apparent Domestic Market = Shipments plus Imports minus Exports
Manufacturing Intensity Ratio = Gross Domestic Product (GDP) divided by Shipments
Import Penetration = Imports divided by ADM
Export Orientation = Exports divided by Shipments
Domestic Market Share = Shipments minus Exports divided by ADM
Labour Productivity = GDP divided by Employment (in thousands of C$)
Apparent Domestic Market 2,034.3 2,073.6 2,118.8 1,936.6 2,012.2 3.9% -0.3%
Shipments 1,197.3 1,136.0 985.2 854.1 866.5 1.5% -7.8%
Gross Domestic Product 535.2 496.5 421.8 393.6 n.a. -6.7% -9.7%
Manufacturing Intensity Ratio 44.7% 43.7% 42.8% 46.1% n.a. 7.6% 1.0%
Total Imports 1,302.0 1,355.0 1,500.0 1,391.0 1,420.0 2.1% 2.2%
Domestic Exports 465.0 417.5 366.5 308.5 274.4 -11.1% -12.4%
Trade Balance -837.1 -937.5 -1,133.5 -1,082.6 -1,145.6 5.8% 8.2%
Import Penetration 64.0% 65.3% 70.8% 71.8% 70.6% -1.7% 2.5%
Export Orientation 38.8% 36.7% 37.2% 36.1% 31.7% -12.3% -5.0%
Domestic Market Share 36.0% 34.7% 29.2% 28.2% 29.4% 4.5% -4.9%
Labour Productivity 74.2 73.9 75.7 69.6 n.a. -8.1% -2.1%
Employment 7.2 6.7 5.6 5.7 n.a. 1.5% -7.8%

Economic Overview

With the exception of the period following the 2008 recession, the Apparent Domestic Market for sporting and athletic goods manufacturing has grown steadily in recent years. However, the market share for domestically produced goods has declined as well as the value of goods exported from Canada. As a result, the industry's overall employment numbers and Gross Domestic Product have decreased.

More positively, while Canadian industry shipments are generally declining, the rising Manufacturing Intensity Ratio (2008-2009) indicates that, of the goods produced in Canada, a greater share of production is focused on value-added manufacturing.

Major Issues

The sporting and athletic goods industry is fragmented in two ways. By definition, this industry includes companies that manufacture a diverse array of products for fitness and exercise, golfing, camping, fishing, winter sports, shooting, and other sports. Moreover, because there are few barriers to entry, the industry is characterized by many firms that vary in size and product specialization. Companies range from small, specialized companies to diversified, forward-integrated corporations. What these firms share, however, is the recognition that brand loyalty plays an important role in their success.

Several socio-economic criteria influence the market demand in this industry. Because sporting and athletic goods are leisure products, and leisure is primarily a matter of individual preferences, market demand is subject to changing tastes and popular trends. Furthermore, the industry must compete against dissimilar industries that also produce leisure products, such as music, books, and video games. Finally, economic conditions, demographics, and the pricing of substitute and complementary goods also affect the market demand.

Associations

The following associations support, advocate, and promote Canada's sporting goods industry: