An analysis of the current state of the golf apparel sector in the UK has found that female consumers are being significantly underserved by the retail market.
According to research conducted by Sporting Insights for its latest UK Golf Apparel market report revealed that women in the UK spend an average of £72 more than men per year on golf apparel yet continue to feel underserved.
Despite the gulf in spending, women’s apparel continues to account for a much smaller surface area of golf shops, whether on-course or off-course, leading to women perceiving and reporting dissatisfaction in terms of the ranges, sizing and availability of clothing.
And while that breakdown may reflect on-course golf participation – though women’s participation is growing, men continue to represent the majority of golfers in the UK – and therefore the total overall spend by men and women, the report suggests that retailers and brands are missing lucrative opportunities.
According to the research, there are a number of factors that explain the difference in spend. While baseline prices for similar items like polo shirts or trousers are often similar between men’s and women’s, specialty women’s items like performance golf dresses often attract higher prices.
Equally, with less women’s stock on offer in most shops, fewer items end up on sale, reducing the total annual spend compared to men who can often pick up bargains off a sale rack at least once a year or more.
Sarah Goward, Research & Insights Manager at Sporting Insights, said: “If women are still outspending men despite seeing smaller ranges, fewer sizes and lower availability, how much more might they be spending if golf shops offered better ranges, or more dedicated women’s spaces?
“The men’s golf apparel market is established and while incremental improvements in fabrics as well as new colourways and natural replacement cycles will continue to drive yearly spend, it’s fairly clear that the potential for greater disruption or faster growth is in the women’s apparel market.”
Other findings in the study relate to different groups of golfers’ very different and nuanced attitudes to pro shops and preferred buying experiences. The shift towards multi-purpose clothing that works on course and off course is another trend that while not new, shows no signs of slowing.
The Golf Apparel 2026 report is available to buy now through Sporting Insights. For more details, visit www.sportinginsights.com/product/golf-apparel-2026-uk/