North America fish finders Market Size, Share, Competitive Landscape and Trend Analysis Report, by product type, by equipment type and application : Opportunity Analysis and Industry Forecast, 2024-2032

North America Fish Finders Market Research, 2032

The North America fish finders market was valued at $194.2 million in 2023, and is projected to reach $314.9 million by 2032, registering a CAGR of 5.4% from 2024 to 2032. A fish finder is a device used in boats or by individuals to locate fish in the water. Fish finders work on the technology of the SONAR (Sound Navigation and Ranging) system. A fish finder is an important device in the fishing process and for those looking forward to fishing as a leisure activity.   

Report Key Highlighters

• The North America fish finders market 3 countries including the U.S., Canada, and Mexico. The analysis includes a country-by-country breakdown analysis in terms of value ($million) available from 2023 to 2032.
• The research combined high-quality data, professional opinion, and research, with significant independent opinion. The research methodology aims to provide a balanced view of the North America fish finders market, and help stakeholders make educated decisions to achieve ambitious growth objectives.
• The research reviewed more than 700 product catalogs, annual reports, industry descriptions, and other comparable resources from leading industry players to gain a better understanding of the North America fish finders market.
• The North America fish finders market share is marginally fragmented, with players such as Brunswick Corporation (Simrad, Lowrance), Deeper Uab, Furuno Electric Co. Ltd., Garmin Ltd., Johnson Outdoors (Humminbird), Teledyne Flir (Raymarine), Vexilar Inc., Nantong Saiyang Electronics Co.,Ltd, Honda Electronics Co.,Ltd., And Norcross Marine Products, Inc. Major strategies such as product Launch, partnerships, expansion, and other strategies of players operating in the market are tracked and monitored.

Market dynamics

Countries in North America, especially the U.S. is a major consumer of sea food. For example, NOAA’s annual Fisheries of the U.S. report revealed the seafood consumption figures for 2021 in the U.S. According to the report, the U.S. annually ranks as one of the top seafood-consuming nations globally. On the basis of NOAA’s figures, per capita consumption was at 20.5 pounds, which is a 1.5-pound increase from 2020. Fresh and frozen seafood made up 50% of per capita consumption. Fillets and steaks had the next highest percentage of 19% per capita consumption, followed by shrimp (all) at 18%. Moreover, in 2021, a team led by Rosamond Naylor at Stanford University in California projects an 80% increase of fishes by 2050. Various countries such as Mexico and the U.S. are all expected to more than double the weight of fish they consume by 2050. For example, in 2015, a total of 7,034 million tons and 1,814 million tons of fish were consumed in the U.S. and Mexico, respectively. These consumption figures are expected to reach 10,423 million tons, and 6,061 million tons for the U.S. and Mexico, respectively.

Fish finders are crucial for professional as well as recreational fishing activity; therefore, rise in trend of fish consumption are expected to drive the demand for fish finders in North America.

Moreover, Fish finders have several alternatives, such as visual observation, depth charts, water temperature gauges, and underwater cameras. However, fish finders provide distinct advantages over these methods. They offer real-time, accurate data on fish location, depth, and underwater structures through sonar technology, significantly reducing search time and improving catch rates. While traditional tools require guesswork and are often less precise, fish finders provide continuous, detailed information, covering larger areas with ease. In addition, many modern fish finders come with GPS and high-resolution imaging, allowing for precise navigation and mapping of fishing spots, making them far more efficient and versatile than their alternatives.

However, Fish finders are expensive, particularly advanced models with features such as high-resolution imaging, GPS, and sonar capabilities. The cost typically ranges from under $100 for basic units to $500 or even higher for high-end models with sophisticated features. Known manufacturers such as Garmin, Lowrance and others offer chart plotters with advanced features which are often expensive. The high price is a major deterrent for market growth as many anglers find high prices as a deal-breaker for them to purchase a fish finder. For recreational users, especially beginners, the high price is a barrier to entry, limiting demand for premium models. Chart plotters with fish finding features that are often sold around a price of $5,000 are expensive.

Moreover, In the past decade, there has been a rapid development of information technology and management systems, which has brought information revolution across the globe. Thus, the emerging field of Geo-informatics is playing an effective role in this era. Geo-informatics, as an integration of GIS, GPS, and remote sensing, is becoming popular with its diversified fields of applications. Such application is sought in the North America fish finders market.

For instance, Deeper UAB, a rapidly growing tech company, offers various types of fish finders including DEEPER START FISHFINDER, which provides the data of seabed and fish schools with the help of CHIRP (Compressed High-Intensity Radiated Pulse) sonar technology. This product is suitable for young anglers who want to begin their fish catching practice.

Such technological enhancement is expected to empower the small-scale fishers and young anglers to generate information not just on fisheries, however on markets, which is anticipated to allow them to demonstrate their commitment to ocean conservation and maintain the fishery economy.

Moreover, other major companies innovate their products to cater to a rise in demand for anglers. For example, Lowrance, a major manufacturer of fish finders and chart plotters, won NMMA Innovation Award at the 2023 Miami International Boat Show for its HDS PRO® that is equipped with ActiveTarget™ 2 and Active Imaging™ HD. The HDS PRO provides complete networking and full control of a boat from bow to stern.

It integrates trolling motors, autopilots, engines, radar, communications, and allows for connectivity and management of PowerPole® shallow water anchors. The latest HDS PRO model introduced two new chart overlays for ActiveTarget Scout mode and Ghost 360, along with a redesigned 10-inch display, featuring an improved form factor and aspect ratio for an enhanced viewing experience in a sleek new design. Such technological advancements in affordable as well as high-end product categories help the key manufacturers to cater to a wide variety of needs, eventually increasing the market reach and sales.

Segmental Overview

The North America fish finders market is segmented on the basis of product type, equipment type, application, and country. Depending on product type, the market is segregated into standalone, combined, and networked systems. By equipment type, it is bifurcated into fixed and portable. By application, it is fragmented into recreational fishing, commercial fishing, and professional fishing. Country wise, it is analyzed across the U.S., Canada, and Mexico.

By product type, the North America fish finders market is divided into standalone, combined, and networked systems. In 2023, combined segment held the largest market share in terms of revenue. On the other hand, networked system segment is anticipated to grow with a higher CAGR during the forecast period. A combined unit is a combination of both fish finder and chartplotter. A combined unit is the ideal solution for most boat owners of mid-sized boats. They use GPS for navigation to the fishing grounds, including chart plotting features. Moreover, All the major providers offer fully networked systems that support a wide range of data sources, including radar, rasters & vector GPS charts, video, and SiriusXM satellite radio. Most of these fish finders support Bluetooth/Wi-Fi. The fish finder is often an external "black box," which is a source of data. Multiple-display network systems are great for medium- or large-sized vessels, with capabilities getting increasingly more advanced with each passing year.

By equipment type, the market is categorized into fixed and portable. In 2023, fixed segment held the largest market share in terms of revenue. Fixed fish finders offer several benefits, particularly for serious anglers and commercial fishers. These provide more powerful and reliable sonar capabilities compared to portable units. With higher-resolution displays and advanced features such as GPS integration, radar, and chart plotting, fixed fish finders deliver precise, real-time data on fish location, water depth, and underwater structures. However, the portable segment is expected to grow with a higher CAGR during the forecast period. Portable fish finders are completely self-contained and portable, and primarily used for ice fishing or dock fishing, and are small enough to be held in hand and brought to the fishing spot. Most of them are easy to connect with smartphone and easy to access the data of contours, fish schools and seabed. A portable fish finder detects the presence of fish using sonar technology.

By application, the North America fish finders market is categorized recreational fishing, commercial fishing, and professional fishing. In 2023, commercial segment held the largest market share in terms of revenue. On the other hand, recreational fishing segment is anticipated to grow with a higher CAGR during the forecast period. The demand for sea food is on the rise especially in the U.S., and Mexico, which is a main driver for the commercial fishing segment. Commercial fishing activity is done on a large scale in mid-oceans; therefore, such vessels require high grade fish finders along with other added features such as chart plotting, satellite networking, live data transfer, and others such features. Moreover, recreational fishing is rising in North America due to several factors, including growing interest in outdoor activities and the desire for relaxation and stress relief. Many people see fishing to disconnect from everyday pressures, spend quality time with family and friends, and enjoy nature.

By country, the U.S. held the highest market share in 2023. The U.S. is the fastest adopter of technology. Increase in offshore angler competition and increasing recreational fishing in the U.S. drives the sale of advanced fish finder. However, Mexico is expected to grow with a higher CAGR during the forecast period. Mexico is witnessing considerable growth in the fishing industry. It is one of the fastest growing marine sectors in Mexico. For instance, in March 2022, Navico, a division of Brunswick Corporation’s Advanced Systems Group (ASG), and a leading global marine electronics company of the Lowrance, Simrad, B&G, and C-MAP brands, announced the planned expansion of its Ensenada, Mexico facility over the next 16-18 months.

Competition Analysis

Competitive analysis and profiles of the major players in the Brunswick Corporation (Simrad, Lowrance), Deeper Uab, Furuno Electric Co. Ltd., Garmin Ltd., Johnson Outdoors (Humminbird), Teledyne Flir (Raymarine), Vexilar Inc., Nantong Saiyang Electronics Co.,Ltd, Honda Electronics Co.,Ltd., And Norcross Marine Products, Inc., are provided in the report. Major players have adopted product launch and acquisition as key developmental strategies to improve the product portfolio of the North America fish finders market.

Recent Development in the North America fish finders Market

• In April 2024, Lowrance announced Eagle®, the latest offering in the brand’s entry level fishfinder/chart plotter lineup. Featuring newly designed high-definition enhanced sonar, with FishReveal™ technology and detailed C-MAP® charting including Genesis Live, Eagle is Lowrance’s most accessible fishfinder yet.
• In October 2023, Garmin introduced the GSD™ 28, a powerful sonar module designed for dedicated sportfishing. Equipped with Garmin RapidReturn™ sonar, the GSD 28 delivers significantly more sonar data on the multi-function display, with up to 6 times the transmission rate of its predecessor, allowing anglers to view greater detail than ever before. With Garmin’s advanced xCHIRP sonar technology, the GSD 28 offers higher resolution, excellent target separation, and precise bottom discrimination, making it easier for anglers to differentiate between bottom features, bait, and sport fish.

Key Benefits for Stakeholders

• The report provides an extensive analysis of the current and emerging North America fish finders market trends and dynamics.
• In-depth market analysis is conducted by constructing market estimations for the key market segments between 2023 and 2032.
• Extensive analysis of the North America fish finders market is conducted by following key product positioning and monitoring of the top competitors within the market framework.
• A comprehensive analysis of all regions is provided to determine the prevailing opportunities.
• The North America fish finders market forecast analysis from 2024 to 2032 is included in the report.
• The key market players within North America fish finders market are profiled in this report and their strategies are analyzed thoroughly, which help understand the competitive outlook of the North America fish finders industry.