Global Pickleball Paddles Market 2026 by Manufacturers, Regions, Type and Application, Forecast to 2032
1 Market Overview
- 1.1 Product Overview and Scope
- 1.2 Market Estimation Caveats and Base Year
- 1.3 Market Analysis by Type
- 1.3.1 Overview: Global Pickleball Paddles Consumption Value by Type: 2021 Versus 2025 Versus 2032
- 1.3.2 Polymer Core Pickleball Paddles
- 1.3.3 Nomex Core Pickleball Paddles
- 1.3.4 Aluminum Core Pickleball Paddles
- 1.3.5 Others
- 1.4 Market Analysis by Professionalism
- 1.4.1 Overview: Global Pickleball Paddles Consumption Value by Professionalism: 2021 Versus 2025 Versus 2032
- 1.4.2 Professional Grade
- 1.4.3 General Grade
- 1.5 Market Analysis by Sales
- 1.5.1 Overview: Global Pickleball Paddles Consumption Value by Sales: 2021 Versus 2025 Versus 2032
- 1.5.2 Direct Selling
- 1.5.3 Distribution
- 1.6 Market Analysis by Application
- 1.6.1 Overview: Global Pickleball Paddles Consumption Value by Application: 2021 Versus 2025 Versus 2032
- 1.6.2 Brand Outlets
- 1.6.3 Franchised Sports Outlets
- 1.6.4 E-Commerce
- 1.6.5 Others
- 1.7 Global Pickleball Paddles Market Size & Forecast
- 1.7.1 Global Pickleball Paddles Consumption Value (2021 & 2025 & 2032)
- 1.7.2 Global Pickleball Paddles Sales Quantity (2021-2032)
- 1.7.3 Global Pickleball Paddles Average Price (2021-2032)
2 Manufacturers Profiles
- 2.1 Escalade (ONIX Pickleball)
- 2.1.1 Escalade (ONIX Pickleball) Details
- 2.1.2 Escalade (ONIX Pickleball) Major Business
- 2.1.3 Escalade (ONIX Pickleball) Pickleball Paddles Product and Services
- 2.1.4 Escalade (ONIX Pickleball) Pickleball Paddles Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.1.5 Escalade (ONIX Pickleball) Recent Developments/Updates
- 2.2 Paddletek
- 2.2.1 Paddletek Details
- 2.2.2 Paddletek Major Business
- 2.2.3 Paddletek Pickleball Paddles Product and Services
- 2.2.4 Paddletek Pickleball Paddles Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.2.5 Paddletek Recent Developments/Updates
- 2.3 Selkirk Sport
- 2.3.1 Selkirk Sport Details
- 2.3.2 Selkirk Sport Major Business
- 2.3.3 Selkirk Sport Pickleball Paddles Product and Services
- 2.3.4 Selkirk Sport Pickleball Paddles Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.3.5 Selkirk Sport Recent Developments/Updates
- 2.4 Pickleball Central
- 2.4.1 Pickleball Central Details
- 2.4.2 Pickleball Central Major Business
- 2.4.3 Pickleball Central Pickleball Paddles Product and Services
- 2.4.4 Pickleball Central Pickleball Paddles Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.4.5 Pickleball Central Recent Developments/Updates
- 2.5 PROLITE Sports
- 2.5.1 PROLITE Sports Details
- 2.5.2 PROLITE Sports Major Business
- 2.5.3 PROLITE Sports Pickleball Paddles Product and Services
- 2.5.4 PROLITE Sports Pickleball Paddles Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.5.5 PROLITE Sports Recent Developments/Updates
- 2.6 Head
- 2.6.1 Head Details
- 2.6.2 Head Major Business
- 2.6.3 Head Pickleball Paddles Product and Services
- 2.6.4 Head Pickleball Paddles Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.6.5 Head Recent Developments/Updates
- 2.7 Gamma
- 2.7.1 Gamma Details
- 2.7.2 Gamma Major Business
- 2.7.3 Gamma Pickleball Paddles Product and Services
- 2.7.4 Gamma Pickleball Paddles Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.7.5 Gamma Recent Developments/Updates
- 2.8 Engage
- 2.8.1 Engage Details
- 2.8.2 Engage Major Business
- 2.8.3 Engage Pickleball Paddles Product and Services
- 2.8.4 Engage Pickleball Paddles Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.8.5 Engage Recent Developments/Updates
- 2.9 Franklin
- 2.9.1 Franklin Details
- 2.9.2 Franklin Major Business
- 2.9.3 Franklin Pickleball Paddles Product and Services
- 2.9.4 Franklin Pickleball Paddles Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.9.5 Franklin Recent Developments/Updates
- 2.10 Manta World Sport
- 2.10.1 Manta World Sport Details
- 2.10.2 Manta World Sport Major Business
- 2.10.3 Manta World Sport Pickleball Paddles Product and Services
- 2.10.4 Manta World Sport Pickleball Paddles Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.10.5 Manta World Sport Recent Developments/Updates
- 2.11 Gearbox Sports
- 2.11.1 Gearbox Sports Details
- 2.11.2 Gearbox Sports Major Business
- 2.11.3 Gearbox Sports Pickleball Paddles Product and Services
- 2.11.4 Gearbox Sports Pickleball Paddles Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.11.5 Gearbox Sports Recent Developments/Updates
- 2.12 Hudef Sports
- 2.12.1 Hudef Sports Details
- 2.12.2 Hudef Sports Major Business
- 2.12.3 Hudef Sports Pickleball Paddles Product and Services
- 2.12.4 Hudef Sports Pickleball Paddles Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.12.5 Hudef Sports Recent Developments/Updates
- 2.13 Vulcan Pickleball
- 2.13.1 Vulcan Pickleball Details
- 2.13.2 Vulcan Pickleball Major Business
- 2.13.3 Vulcan Pickleball Pickleball Paddles Product and Services
- 2.13.4 Vulcan Pickleball Pickleball Paddles Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.13.5 Vulcan Pickleball Recent Developments/Updates
- 2.14 Wilson Sporting Goods
- 2.14.1 Wilson Sporting Goods Details
- 2.14.2 Wilson Sporting Goods Major Business
- 2.14.3 Wilson Sporting Goods Pickleball Paddles Product and Services
- 2.14.4 Wilson Sporting Goods Pickleball Paddles Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.14.5 Wilson Sporting Goods Recent Developments/Updates
- 2.15 Adidas
- 2.15.1 Adidas Details
- 2.15.2 Adidas Major Business
- 2.15.3 Adidas Pickleball Paddles Product and Services
- 2.15.4 Adidas Pickleball Paddles Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.15.5 Adidas Recent Developments/Updates
- 2.16 GRÜVN
- 2.16.1 GRÜVN Details
- 2.16.2 GRÜVN Major Business
- 2.16.3 GRÜVN Pickleball Paddles Product and Services
- 2.16.4 GRÜVN Pickleball Paddles Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.16.5 GRÜVN Recent Developments/Updates
- 2.17 ProXR Pickleball
- 2.17.1 ProXR Pickleball Details
- 2.17.2 ProXR Pickleball Major Business
- 2.17.3 ProXR Pickleball Pickleball Paddles Product and Services
- 2.17.4 ProXR Pickleball Pickleball Paddles Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.17.5 ProXR Pickleball Recent Developments/Updates
- 2.18 JOOLA
- 2.18.1 JOOLA Details
- 2.18.2 JOOLA Major Business
- 2.18.3 JOOLA Pickleball Paddles Product and Services
- 2.18.4 JOOLA Pickleball Paddles Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.18.5 JOOLA Recent Developments/Updates
- 2.19 Avoura Pickleball
- 2.19.1 Avoura Pickleball Details
- 2.19.2 Avoura Pickleball Major Business
- 2.19.3 Avoura Pickleball Pickleball Paddles Product and Services
- 2.19.4 Avoura Pickleball Pickleball Paddles Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.19.5 Avoura Pickleball Recent Developments/Updates
- 2.20 NIUPIPO
- 2.20.1 NIUPIPO Details
- 2.20.2 NIUPIPO Major Business
- 2.20.3 NIUPIPO Pickleball Paddles Product and Services
- 2.20.4 NIUPIPO Pickleball Paddles Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.20.5 NIUPIPO Recent Developments/Updates
- 2.21 Junchisport
- 2.21.1 Junchisport Details
- 2.21.2 Junchisport Major Business
- 2.21.3 Junchisport Pickleball Paddles Product and Services
- 2.21.4 Junchisport Pickleball Paddles Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.21.5 Junchisport Recent Developments/Updates
- 2.22 AMA Sport
- 2.22.1 AMA Sport Details
- 2.22.2 AMA Sport Major Business
- 2.22.3 AMA Sport Pickleball Paddles Product and Services
- 2.22.4 AMA Sport Pickleball Paddles Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.22.5 AMA Sport Recent Developments/Updates
3 Competitive Environment: Pickleball Paddles by Manufacturer
- 3.1 Global Pickleball Paddles Sales Quantity by Manufacturer (2021-2026)
- 3.2 Global Pickleball Paddles Revenue by Manufacturer (2021-2026)
- 3.3 Global Pickleball Paddles Average Price by Manufacturer (2021-2026)
- 3.4 Market Share Analysis (2025)
- 3.4.1 Producer Shipments of Pickleball Paddles by Manufacturer Revenue ($MM) and Market Share (%): 2025
- 3.4.2 Top 3 Pickleball Paddles Manufacturer Market Share in 2025
- 3.4.3 Top 6 Pickleball Paddles Manufacturer Market Share in 2025
- 3.5 Pickleball Paddles Market: Overall Company Footprint Analysis
- 3.5.1 Pickleball Paddles Market: Region Footprint
- 3.5.2 Pickleball Paddles Market: Company Product Type Footprint
- 3.5.3 Pickleball Paddles Market: Company Product Application Footprint
- 3.6 New Market Entrants and Barriers to Market Entry
- 3.7 Mergers, Acquisition, Agreements, and Collaborations
4 Consumption Analysis by Region
- 4.1 Global Pickleball Paddles Market Size by Region
- 4.1.1 Global Pickleball Paddles Sales Quantity by Region (2021-2032)
- 4.1.2 Global Pickleball Paddles Consumption Value by Region (2021-2032)
- 4.1.3 Global Pickleball Paddles Average Price by Region (2021-2032)
- 4.2 North America Pickleball Paddles Consumption Value (2021-2032)
- 4.3 Europe Pickleball Paddles Consumption Value (2021-2032)
- 4.4 Asia-Pacific Pickleball Paddles Consumption Value (2021-2032)
- 4.5 South America Pickleball Paddles Consumption Value (2021-2032)
- 4.6 Middle East & Africa Pickleball Paddles Consumption Value (2021-2032)
5 Market Segment by Type
- 5.1 Global Pickleball Paddles Sales Quantity by Type (2021-2032)
- 5.2 Global Pickleball Paddles Consumption Value by Type (2021-2032)
- 5.3 Global Pickleball Paddles Average Price by Type (2021-2032)
6 Market Segment by Application
- 6.1 Global Pickleball Paddles Sales Quantity by Application (2021-2032)
- 6.2 Global Pickleball Paddles Consumption Value by Application (2021-2032)
- 6.3 Global Pickleball Paddles Average Price by Application (2021-2032)
7 North America
- 7.1 North America Pickleball Paddles Sales Quantity by Type (2021-2032)
- 7.2 North America Pickleball Paddles Sales Quantity by Application (2021-2032)
- 7.3 North America Pickleball Paddles Market Size by Country
- 7.3.1 North America Pickleball Paddles Sales Quantity by Country (2021-2032)
- 7.3.2 North America Pickleball Paddles Consumption Value by Country (2021-2032)
- 7.3.3 United States Market Size and Forecast (2021-2032)
- 7.3.4 Canada Market Size and Forecast (2021-2032)
- 7.3.5 Mexico Market Size and Forecast (2021-2032)
8 Europe
- 8.1 Europe Pickleball Paddles Sales Quantity by Type (2021-2032)
- 8.2 Europe Pickleball Paddles Sales Quantity by Application (2021-2032)
- 8.3 Europe Pickleball Paddles Market Size by Country
- 8.3.1 Europe Pickleball Paddles Sales Quantity by Country (2021-2032)
- 8.3.2 Europe Pickleball Paddles Consumption Value by Country (2021-2032)
- 8.3.3 Germany Market Size and Forecast (2021-2032)
- 8.3.4 France Market Size and Forecast (2021-2032)
- 8.3.5 United Kingdom Market Size and Forecast (2021-2032)
- 8.3.6 Russia Market Size and Forecast (2021-2032)
- 8.3.7 Italy Market Size and Forecast (2021-2032)
9 Asia-Pacific
- 9.1 Asia-Pacific Pickleball Paddles Sales Quantity by Type (2021-2032)
- 9.2 Asia-Pacific Pickleball Paddles Sales Quantity by Application (2021-2032)
- 9.3 Asia-Pacific Pickleball Paddles Market Size by Region
- 9.3.1 Asia-Pacific Pickleball Paddles Sales Quantity by Region (2021-2032)
- 9.3.2 Asia-Pacific Pickleball Paddles Consumption Value by Region (2021-2032)
- 9.3.3 China Market Size and Forecast (2021-2032)
- 9.3.4 Japan Market Size and Forecast (2021-2032)
- 9.3.5 South Korea Market Size and Forecast (2021-2032)
- 9.3.6 India Market Size and Forecast (2021-2032)
- 9.3.7 Southeast Asia Market Size and Forecast (2021-2032)
- 9.3.8 Australia Market Size and Forecast (2021-2032)
10 South America
- 10.1 South America Pickleball Paddles Sales Quantity by Type (2021-2032)
- 10.2 South America Pickleball Paddles Sales Quantity by Application (2021-2032)
- 10.3 South America Pickleball Paddles Market Size by Country
- 10.3.1 South America Pickleball Paddles Sales Quantity by Country (2021-2032)
- 10.3.2 South America Pickleball Paddles Consumption Value by Country (2021-2032)
- 10.3.3 Brazil Market Size and Forecast (2021-2032)
- 10.3.4 Argentina Market Size and Forecast (2021-2032)
11 Middle East & Africa
- 11.1 Middle East & Africa Pickleball Paddles Sales Quantity by Type (2021-2032)
- 11.2 Middle East & Africa Pickleball Paddles Sales Quantity by Application (2021-2032)
- 11.3 Middle East & Africa Pickleball Paddles Market Size by Country
- 11.3.1 Middle East & Africa Pickleball Paddles Sales Quantity by Country (2021-2032)
- 11.3.2 Middle East & Africa Pickleball Paddles Consumption Value by Country (2021-2032)
- 11.3.3 Turkey Market Size and Forecast (2021-2032)
- 11.3.4 Egypt Market Size and Forecast (2021-2032)
- 11.3.5 Saudi Arabia Market Size and Forecast (2021-2032)
- 11.3.6 South Africa Market Size and Forecast (2021-2032)
12 Market Dynamics
- 12.1 Pickleball Paddles Market Drivers
- 12.2 Pickleball Paddles Market Restraints
- 12.3 Pickleball Paddles Trends Analysis
- 12.4 Porters Five Forces Analysis
- 12.4.1 Threat of New Entrants
- 12.4.2 Bargaining Power of Suppliers
- 12.4.3 Bargaining Power of Buyers
- 12.4.4 Threat of Substitutes
- 12.4.5 Competitive Rivalry
13 Raw Material and Industry Chain
- 13.1 Raw Material of Pickleball Paddles and Key Manufacturers
- 13.2 Manufacturing Costs Percentage of Pickleball Paddles
- 13.3 Pickleball Paddles Production Process
- 13.4 Industry Value Chain Analysis
14 Shipments by Distribution Channel
- 14.1 Sales Channel
- 14.1.1 Direct to End-User
- 14.1.2 Distributors
- 14.2 Pickleball Paddles Typical Distributors
- 14.3 Pickleball Paddles Typical Customers
15 Research Findings and Conclusion
16 Appendix
- 16.1 Methodology
- 16.2 Research Process and Data Source
According to our (Global Info Research) latest study, the global Pickleball Paddles market size was valued at US$ 334 million in 2025 and is forecast to a readjusted size of US$ 584 million by 2032 with a CAGR of 8.4% during review period.
In 2025, global production of pickleball paddles reached approximately 5.3391 million units, with an average global market price of about US$60.8 per unit. The industry's gross profit margin ranged from 20% to 30%. Pickleball paddles are the core hitting equipment in pickleball, typically consisting of a paddle face, a sandwich/integrated structure, a honeycomb core, a frame, and a handle. Unlike tennis rackets, pickleball paddles are mostly solid plate structures, relying on the rebound characteristics of the paddle face and core materials to achieve ball control, spin, and power output. According to tournament compliance standards, the mainstream market typically uses USAP-certified/competition-approved rackets as the "standard product," with rules clearly constraining dimensions (length ≤ 17 inches, length + width ≤ 24 inches) and using testing systems to limit performance boundaries such as paddle face roughness/friction and the "trampoline effect," thereby maintaining fairness.
Major global manufacturers of pickleball equipment include Escalade (Onix, Pickleball Now, Dura), Paddletek, Selkirk Sport, Pickleball Central, PROLITE Sports, Head, Gamma, and Engage. The top three manufacturers hold nearly 30% of the market share, with Escalade (Onix, Pickleball Now, Dura) being the largest. Global pickleball equipment production is primarily concentrated in North America, Europe, China, and Japan, with the top three regions accounting for over 90% of the market share, and North America being the largest production region. In terms of product type, pickle rackets are experiencing relatively rapid growth and hold the highest market share, exceeding 80%, followed by pickleballs. Regarding applications, offline sales are the largest sector, accounting for over 65% of the market share, followed by online sales. With the continuous rise of pickleball, new companies and brands are constantly entering the market. According to our industry monitoring:
In May 2022, there were 1331 Peak rackets certified by USAPA.
In April 2023, this number had reached 1800.
As of October 2024, the number of Peak rackets certified by USAPA exceeded 3700.
The pickleball paddles industry is not highly concentrated, with over a hundred manufacturers globally. High-end products mainly come from the United States and Western Europe.
Global giants are primarily located in the United States and the European Union. American manufacturers have a long history in this field and their position is unshakeable. Although many manufacturers choose to manufacture in Chinese factories, the main consumer market remains in developed countries. In recent years, many new entrants have emerged in the industry, such as Vulcan Sporting Goods, Wilson Sporting Goods, Your Pickleball Place, and Adidas. These new entrants have used their brand effect and more complete sales network to squeeze the market share of established manufacturers, making industry competition more intense.
This report is a detailed and comprehensive analysis for global Pickleball Paddles market. Both quantitative and qualitative analyses are presented by manufacturers, by region & country, by Type and by Application. As the market is constantly changing, this report explores the competition, supply and demand trends, as well as key factors that contribute to its changing demands across many markets. Company profiles and product examples of selected competitors, along with market share estimates of some of the selected leaders for the year 2025, are provided.
Key Features:
Global Pickleball Paddles market size and forecasts, in consumption value ($ Million), sales quantity (K Units), and average selling prices (US$/Unit), 2021-2032
Global Pickleball Paddles market size and forecasts by region and country, in consumption value ($ Million), sales quantity (K Units), and average selling prices (US$/Unit), 2021-2032
Global Pickleball Paddles market size and forecasts, by Type and by Application, in consumption value ($ Million), sales quantity (K Units), and average selling prices (US$/Unit), 2021-2032
Global Pickleball Paddles market shares of main players, shipments in revenue ($ Million), sales quantity (K Units), and ASP (US$/Unit), 2021-2026
The Primary Objectives in This Report Are:
To determine the size of the total market opportunity of global and key countries
To assess the growth potential for Pickleball Paddles
To forecast future growth in each product and end-use market
To assess competitive factors affecting the marketplace
This report profiles key players in the global Pickleball Paddles market based on the following parameters - company overview, sales quantity, revenue, price, gross margin, product portfolio, geographical presence, and key developments. Key companies covered as a part of this study include Escalade (ONIX Pickleball), Paddletek, Selkirk Sport, Pickleball Central, PROLITE Sports, Head, Gamma, Engage, Franklin, Manta World Sport, etc.
This report also provides key insights about market drivers, restraints, opportunities, new product launches or approvals.
Market Segmentation
Pickleball Paddles market is split by Type and by Application. For the period 2021-2032, the growth among segments provides accurate calculations and forecasts for consumption value by Type, and by Application in terms of volume and value. This analysis can help you expand your business by targeting qualified niche markets.
Market segment by Type
Polymer Core Pickleball Paddles
Nomex Core Pickleball Paddles
Aluminum Core Pickleball Paddles
Others
Market segment by Professionalism
Professional Grade
General Grade
Market segment by Sales
Direct Selling
Distribution
Market segment by Application
Brand Outlets
Franchised Sports Outlets
E-Commerce
Others
Major players covered
Escalade (ONIX Pickleball)
Paddletek
Selkirk Sport
Pickleball Central
PROLITE Sports
Head
Gamma
Engage
Franklin
Manta World Sport
Gearbox Sports
Hudef Sports
Vulcan Pickleball
Wilson Sporting Goods
Adidas
GRÜVN
ProXR Pickleball
JOOLA
Avoura Pickleball
NIUPIPO
Junchisport
AMA Sport
Market segment by region, regional analysis covers
North America (United States, Canada, and Mexico)
Europe (Germany, France, United Kingdom, Russia, Italy, and Rest of Europe)
Asia-Pacific (China, Japan, Korea, India, Southeast Asia, and Australia)
South America (Brazil, Argentina, Colombia, and Rest of South America)
Middle East & Africa (Saudi Arabia, UAE, Egypt, South Africa, and Rest of Middle East & Africa)
The content of the study subjects, includes a total of 15 chapters:
Chapter 1, to describe Pickleball Paddles product scope, market overview, market estimation caveats and base year.
Chapter 2, to profile the top manufacturers of Pickleball Paddles, with price, sales quantity, revenue, and global market share of Pickleball Paddles from 2021 to 2026.
Chapter 3, the Pickleball Paddles competitive situation, sales quantity, revenue, and global market share of top manufacturers are analyzed emphatically by landscape contrast.
Chapter 4, the Pickleball Paddles breakdown data are shown at the regional level, to show the sales quantity, consumption value, and growth by regions, from 2021 to 2032.
Chapter 5 and 6, to segment the sales by Type and by Application, with sales market share and growth rate by Type, by Application, from 2021 to 2032.
Chapter 7, 8, 9, 10 and 11, to break the sales data at the country level, with sales quantity, consumption value, and market share for key countries in the world, from 2021 to 2026.and Pickleball Paddles market forecast, by regions, by Type, and by Application, with sales and revenue, from 2027 to 2032.
Chapter 12, market dynamics, drivers, restraints, trends, and Porters Five Forces analysis.
Chapter 13, the key raw materials and key suppliers, and industry chain of Pickleball Paddles.
Chapter 14 and 15, to describe Pickleball Paddles sales channel, distributors, customers, research findings and conclusion.