Top Fishing Equipment Brands for 2009


FERNANDINA BEACH, Fla. – Southwick Associates’ announced the brands and products anglers preferred most in 2009. This list has been compiled from the 34,185 internet-based surveys completed by anglers who volunteered to participate last year in polls.

In 2009, the top brands:

Top rod brand: Shakespeare Ugly Stik (16.4% of all purchases)

Top reel brand: Shimano (23.0% of all purchases)

Top rod and reel combo brand: Shakespeare (25.7% of all purchases)

Top fishing line producer: Pure Fishing’s Berkley line (Trilene, Fireline, Big Game, Vanish) (42.6% of all purchases)

Top hard bait brand: Rapala (30.6% of all purchases)

Top soft bait brand: Zoom (16.8% of all purchases)

Top spinner bait brand: Strike King (16.6% of all purchases)

Top hook brand: Eagle Claw (34.5% of all purchases)

Top sinker brand: Bullet Weight (19.0% of all purchases)

Top fly rod brand: Sage (16.7% of all purchases)

Top fly reels brand: Orvis (11.1% of all purchases)

Top fly combo brand: St. Croix (18.0% of all purchases)

Top fly line brand: Scientific Angler (28.8% of all purchases)

Top fly brand: Orvis and Cabelas tied (11.0% of all purchases, each)

Top fly leader brand: Rio (28.4% of all purchases)

Top fly tying material brand: White River (60.5% of all purchases)

Top fish finder or sonar brand: Humminbird (42.9% of all purchases)

Top tackle box brand: Plano (55.8% of all purchases)

Top landing net brand: Frabill (20.2% of all purchases)

Top fishing knife brand: Rapala (22.6% of all purchases)

* 48% of all fishing tackle purchases involve terminal tackle (hooks, sinkers, swivels, etc.)

* Largemouth bass remain the number one targeted species of freshwater fish, with nearly 60% of fishing activity targeting largemouth bass.

* Saltwater anglers were more varied, with 25% of trips targeting any fish that bites, followed by striped bass (23%), flounder (21%), red drum (20%) and seatrout (20%). Please note these refer to species targeted on trips and not the number of fish actually caught.

The marketing data presented here is a summary of a 135-page report that details consumer behavior including what products and brands are purchased, where they are bought, how much customers spend, and demographics of freshwater and saltwater anglers broken out by each product category. Current information about what gear and brands anglers prefer, how many days they spend on the water and what type of fishing they enjoy most is vital to businesses trying to build their customer base.

You can stay abreast of consumer buying patterns and overall market trends by purchasing an annual subscription to Southwick Associates’ monthly reports. Reports are available for specific product categories including fishing rods, reels, line, lures, tackle, electronics, apparel, fly-fishing and ice fishing gear, and more. To purchase your subscription, contact Donna Leonard at [email protected].


About and

Launched in 2006, and help the outdoor equipment industry, government fisheries and wildlife officials, and conservation organizations track consumer activities and expenditure trends. The information above represents only a small sample of the vast amount of data that is available from the complete survey results. The results are scientifically analyzed to reflect all U.S. anglers, hunters and target shooters.


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