Supply chain issues are beginning to bite into some of the optimism around European Golf, according to new research from Sports Marketing Surveys.
In three of the four markets surveyed (France, Germany, Sweden, Great Britain and Ireland), more golfers are playing more golf than less compared to before the pandemic.
However, a growing minority of core golfers have reported experiencing stock issues in the last twelve months.
Issues are particularly affecting irons, but the extent to which stock issues are perceived to affect different brands, and the degree to which supply problems are likely to lead to negativity towards brands differs, with younger customers in most markets more likely to feel negative towards brands experiencing supply problems.
Of additional interest to buyers may be the charts indicating the length of delay that is likely to lead to customers either considering other brands, or cancelling a purchase altogether.
The results are part of Sports Marketings Surveys’ end of season golf research programme. Based on fieldwork in September among some the most engaged golfers in Europe, reports are available for £4,000 per country, and are available as a direct download from SMS’ online research store.
SMS Director, Richard Payne, who leads the company’s golf research programme, noted:
“Core golfers are the lifeblood of the sport. This is the group that play and spend the most, and there’s plenty of room for optimism in their responses. Golfers are playing more, and spend is generally holding up well across Europe. As attention now shifts to how brands and retailers can best navigate supply chain issues, we believe this report serves as an important and comprehensive overview of consumer behaviour and concerns moving into 2022. We are also taking a longer term view too. One of the most interesting sections of the research looks at sustainability, and the importance of getting actions and messaging right. It’s safe to say this is something that brands can’t afford to overlook. In certain countries in particular, the number of golfers citing sustainability concerns in different areas is both eye opening and heartening.”