The Pellucid Perspective - October 2016 - 12


INDUSTRY
SCORECARD

Golf Equipment Dollars/Units/Avg Price: On Course Jul 2016 YtD
Woods

Irons

Wedges

Putters

Bags

Balls

Shoes

Gloves

15% ________________________________________________________________________________________________
10%
10% ________________________________________________________________________________________________
6%

6%

7%

5%
4%
5% ________________________________________________________________________________________________
2%
2%
2%
0% ________________________________________________________________________________________________

-1%
-1% -3%
-7%
-5% ________________________________________________________________________________________________
-3%
-5%
-6%
-7%
-7%
-9%
-10% ________________________________________________________________________________________________
-10%

-12%
-15% ________________________________________________________________________________________________
-13%
-16%
n YtD $$s n YtD Units n YtD Avg Pr
-20% ________________________________________________________________________________________________
-19%

-25% ________________________________________________________________________________________________
Source: Golf Datatech

In the On Course channel, as outlined in the summary metric of $$ Sales (blue bars above), the July Year-to-Date (YtD) results
are roughly the same at the "marginals" (Durables & Consumables) as the previous month but unfavorability persists with 6 of
8 sub-segments continuing to be down, mitigated slightly by solid gains in Wedges. Among the gainers, Wedges continue to be
driven almost exclusively by Avg. Price gains. Comparing the performance of the bellwether Balls segment (Units measure) to
rounds and weather benchmarks, the YtD tally of -5% meaningfully trails the 1% rounds increase and Golf Playable Hours figure
of +2%. Between Durables and Consumables, July continued the trend of Durables being the bigger loser in driving the category
decline in this channel YtD. (The actual summary projection and the Durables vs. Consumables components are available to Pellucid Publications Members; to order Click Here).

Golf Equipment Dollars/Units/Avg Price: Off Course Jul 2016 YtD
Woods

Irons

Wedges

Putters

Bags

Balls

Shoes

Gloves

15% ________________________________________________________________________________________________
n YtD $$s

n YtD Units

n YtD Avg Pr

10%
9%
10% ________________________________________________________________________________________________
8%
7%

5%
4%
4% 4%
4%
5% ________________________________________________________________________________________________
2%

0% ________________________________________________________________________________________________
-5% ________________________________________________________________________________________________
-4%
-5%

-7%
-7%
-10% ________________________________________________________________________________________________
-10%
-10%
-10%

-12%

-12%

-13%
-13%
-13%
-15% ________________________________________________________________________________________________
-14%

-20% ________________________________________________________________________________________________
-22%
-25% ________________________________________________________________________________________________
Source: Golf Datatech

In the Off Course channel, as outlined in the summary metric of $$ Sales (blue bars above), the July results continued broad
unfavorability trends with 7 of 8 sub-segments now showing down and only Wedges in the positive column. In the only gaining
sub-segment, Wedges is being driven by a balanced attack of both Units and Avg. Price gains. Among the decliners, all the major
contributors (Woods, Balls, Putters, Bags) continue to show meaningful deterioration in $$ Sales performance driven by Units
declines while posting gains in Avg. Price. (For consolation, it's not getting materially worse). Comparing the performance of the
bellwether Balls segment (Units measure) to rounds and weather benchmarks, the continued 12% Units decline is "cratering" vs.
both the 1% rounds increase and Golf Playable Hours figure of +2%. Slightly different than the On Course channel, the segment
performance contributing to the deficits is more balanced between Durables and Consumables, primarily due to the larger "anchor"
that golf balls continues to be in this channel. (The actual numbers and the Durables vs. Consumables segments are available to
Pellucid Publications Members; to order Click Here).

12 THE PELLUCID PERSPECTIVE

OCTOBER 2016
http://www.pellucidcorp.com/purchase-reports/online-store?page=shop.browse&category_id=4 http://www.pellucidcorp.com/purchase-reports/online-store?page=shop.browse&category_id=4
Table of Contents for the Digital Edition of The Pellucid Perspective - October 2016
