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Top Sportfishing Equipment Brands in 2020

FERNANDINA BEACH, Fla. — Record numbers of Americans enjoyed the outdoors amid the pandemic in 2020, contributing to an increase in purchases of fishing equipment. Southwick Associates has identified the top brands in the market for 2020 based on more than 8,000 surveys completed by anglers in through the Southwick Associates’ AnglerSurvey online consumer panel.
A sampling of some of the most frequently purchased brands in 2020 include:
  • Rods – Bass Pro Brand
  • Reels – Shimano
  • Fishing Line – Berkley Fireline
  • Soft Bait – Berkley PowerBait
  • Spinner Bait – Strike King
  • Hooks – Eagle Claw/Lazer Sharp
  • Fish Finder or Sonar – Humminbird
  • Footwear – Columbia
  • Tackle Box – Plano
  • Landing Net, Gaff – Bass Pro Brand
  • Bait Bucket, Aerator – Frabill
Topline results of the Southwick Associates consumer tracking study are available in the Fishing Participation and Equipment Purchases Report. This in-depth resource tracks fishing participation and equipment purchases for a broad range of products. Equipment purchase information includes the percentage of sales across different retail channels, brand purchased, price paid, and demographics for anglers buying specific products. Additional participation information tracked includes total days spent per activity, type of fishing, and targeted species. A separate report is also available focusing specifically on Bass Anglers participation and purchases.
Southwick Associates also develops custom research to assist companies with their business decisions including market assessments, product development, customer segmentation, brand health, pricing, and more. To purchase a report or discuss custom research, contact Nancy Bacon at
Southwick Associates is a market research and economics firm, specializing in the hunting, shooting, sportfishing and other outdoor recreation markets. For more than 30 years, Southwick Associates has established a proven record for delivering comprehensive insights and statistics assisting business and strategic decisions across the entire outdoor industry; from government agencies, industry associations and non-profit organizations, to affiliated businesses and manufacturers.

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