By John Merwin

Getting a peek into other anglers’ tackle boxes is sometimes fun just for curiosity’s sake. Now Southwick Associates’ Angler Survey gives us a look into thousands of them. After compiling more than 34,000 internet-based fisherman surveys in 2009, Southwick reported late last week on the top-selling general fishing brands for last year.

Note in the following that complete brand breakdowns by category aren’t being publicly reported. And I happen to know that all categories aren’t being reported, either. That’s because Southwick sells marketing data to various fishing-industry insiders and isn’t going to completely give for free that which he does for a living. What he does openly report is pretty interesting, though.

Shakespeare’s Ugly Stik was the best-selling rod brand, accounting for 16.4% of all purchases. No surprise there. Ugly Stiks are inexpensive, and however clunky they might feel, they almost never break. Shimano, meanwhile, was the top-selling reel brand (23%). That’s no surprise, either, since Shimano offers numerous spinning-reel models, for example, ranging in price from a measly $10 all the way up to $600-plus.

Various Berkley line brands, such as Trilene and FireLine, combined to account for 42.6% of all fishing line sales. Remember that when you look at the array of line brands in the fishing department of your local chain-discount store that Pure Fishing, which owns Berkley, owns most of the other brands, too. They are one of the most powerful marketers in all of fishing.

Eagle Claw headed the hook category at 34.5%. There are few things more traditional than an Eagle Claw hook. Among hard baits, the Rapala brand was on top with 30.6%, while Zoom lead the soft-bait category at 16.8%. I think both Rapala and Zoom, like Eagle Claw, benefit greatly from brand loyalty among anglers. Meaning that if a lure brand worked for me last year, this year I’m buying more of the same.

I also think one thing that can be ascribed to low-percentage categories is brand diversity. There are many different brands of soft-plastic baits, for example. And that seems to be why a particular brand can be a category leader even with only 10% to 20% of all purchases.

Comments (8)

from apowers1031 wrote 1 year 49 weeks ago

i think the reason for most people havin the same thing in their tackle box is because they are reliable brands and people talk to other fishermen and get hints about wat to fish

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from stick500 wrote 1 year 49 weeks ago

my motorcycle racing friend always said you can tell a lot by looking into a man's toolbox that he brings to the races, whether it's messy or well-organized.

wonder if you could say the same about fisherman?

I cleaned out three of my tackle boxes last spring- I think one still had trash in it from 1975!! :)

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from crm3006 wrote 1 year 49 weeks ago

John-
I would submit for your consideration, that most of the best sellers are pretty much proven fish getters. I can't go with the Ugly Stiks, even though I own a couple or three, I reach for other rods much more often.

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from buckhunter wrote 1 year 49 weeks ago

I think availability has a lot to do with equipment sales. If Walmart or Cabelas carries your product you can expect more sales but this nothing to do with quality of the product. This survey is great but I would be more interested in what the pros, guides and John Merwin uses.

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from cas0905 wrote 1 year 49 weeks ago

i agree with crm i have a few ugly sticks but when it comes to getting the bass i reach for my nicer rods, thats not to say that i dont ever catch nice bass on my ugly stick but its not my go to rod

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from Ethan3 wrote 1 year 49 weeks ago

Rapalas are so expensive. I hardly ever buy them, because I can get two or three other lures for the same price. I wasn't surprised that they are the #1 hardbait seller but it seems like most fishermen wouldn't want to spend so much on those lures.

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from jerry1958 wrote 1 year 48 weeks ago

I am not suprised by any of these because either they are quality cheap or both like an ugly stik

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from RANGERMANZ20 wrote 1 year 47 weeks ago

I agree with most i to own a few Ugly Sticks but they make far better catfish and panfish rods than bass rods, but most of all these brands are sold at Walmart. Speaking of Wallyworld, has anyone else noticed the very rapid decline in fishing supplies in walmart, and the hunting supplies are all but gone most don't sell guns anymore either. And as mush as i love Cabelas and BassPro they are a bit high in the same things and not in every small town.

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from crm3006 wrote 1 year 49 weeks ago

John-
I would submit for your consideration, that most of the best sellers are pretty much proven fish getters. I can't go with the Ugly Stiks, even though I own a couple or three, I reach for other rods much more often.

+2 Good Comment? Yes | No | Report

from buckhunter wrote 1 year 49 weeks ago

I think availability has a lot to do with equipment sales. If Walmart or Cabelas carries your product you can expect more sales but this nothing to do with quality of the product. This survey is great but I would be more interested in what the pros, guides and John Merwin uses.

+2 Good Comment? Yes | No | Report

from apowers1031 wrote 1 year 49 weeks ago

i think the reason for most people havin the same thing in their tackle box is because they are reliable brands and people talk to other fishermen and get hints about wat to fish

+1 Good Comment? Yes | No | Report

from stick500 wrote 1 year 49 weeks ago

my motorcycle racing friend always said you can tell a lot by looking into a man's toolbox that he brings to the races, whether it's messy or well-organized.

wonder if you could say the same about fisherman?

I cleaned out three of my tackle boxes last spring- I think one still had trash in it from 1975!! :)

+1 Good Comment? Yes | No | Report

from cas0905 wrote 1 year 49 weeks ago

i agree with crm i have a few ugly sticks but when it comes to getting the bass i reach for my nicer rods, thats not to say that i dont ever catch nice bass on my ugly stick but its not my go to rod

+1 Good Comment? Yes | No | Report

from Ethan3 wrote 1 year 49 weeks ago

Rapalas are so expensive. I hardly ever buy them, because I can get two or three other lures for the same price. I wasn't surprised that they are the #1 hardbait seller but it seems like most fishermen wouldn't want to spend so much on those lures.

+1 Good Comment? Yes | No | Report

from RANGERMANZ20 wrote 1 year 47 weeks ago

I agree with most i to own a few Ugly Sticks but they make far better catfish and panfish rods than bass rods, but most of all these brands are sold at Walmart. Speaking of Wallyworld, has anyone else noticed the very rapid decline in fishing supplies in walmart, and the hunting supplies are all but gone most don't sell guns anymore either. And as mush as i love Cabelas and BassPro they are a bit high in the same things and not in every small town.

+1 Good Comment? Yes | No | Report

from jerry1958 wrote 1 year 48 weeks ago

I am not suprised by any of these because either they are quality cheap or both like an ugly stik

0 Good Comment? Yes | No | Report

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All submitted comments are subject to the rules set forth in our Privacy Policy and Terms of Use.