Women’s golf market sales expected above $1.53 billion for 2021, study says

The women’s segment is now bigger than any individual product category in golf, according to a new study released from Golf Datatech. 

The “Purchasing Power of Women in Golf” study shows substantial growth in spending as more women are playing the game, with total equipment and apparel sales expected above the $1.53 billion mark for 2021. 

“We estimate the total U.S. golf equipment business, for both men and women, including all channels, will increase by roughly 30% versus 2020 levels, reaching nearly $5.59 billion, while golf apparel sales will be up closer to 40% to $1.96 billion,” said John Krzynowek, co-founder of Golf Datatech. 

The last time Golf Datatech did this study was in 2014. Spending by women golfers on equipment and apparel has grown by more than 66%, and by 32% since 2020. Today, women account for approximately 20% of the nearly $5.59 billion market. 

In addition to the surging equipment and apparel markets, the number of rounds played per month is also elevated in 2021. The National Golf Foundation estimates the number of women golfers in 2020 increased by 7% to 6 million, up from 5.6 million in 2019. 

Purchasing power of women golfers

Key highlights of the report and Golf Datatech’s survey include: 

  • Equipment comprises 69% of total purchases, with apparel making up the rest. 
  • The top dislike among women is that the game is male-oriented, while the likes include being outside, being with friends and the competition. These were similar results in the 2014 study.
  • The women’s golf market has distinct segments that view the game very differently, just like men. Better players want to be custom fit, pay premium prices and want products that perform, while having disdain for products that are gender-based. 
  • At the same time, there is a segment of the market that is content with products “made for women” that are easily identifiable, though they tend to pay less for individual products, and spend less in total on apparel, as well as equipment. 

“It’s always challenging to make expansive statements about such a large segment of the U.S. population, because generalizations always have their exceptions,” Krzynowek said. “However, the consumer insights from our study clearly show that women are serious about the game of golf and spend accordingly.”

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