Revealed: The Most Popular Gun Brands in 2017

A few years ago, the Game Shooting Census told us that the average number of shotguns owned per person was 3.7 and that the average amount spent on your main gun was £4,430.

The 2017 Game Shooting Census by GunsOnPegs and Strutt & Parker asked its 11,000 respondents, “Which gun brand do you use most often?” The results are as follows:

Which brands are on the up?

Beretta and Browning have a hefty 58.3% share of the market, however this is 3.5% down from last year with other brands taking advantage of that drop. Caesar Guerini are the biggest winners, increasing their market share from 1.5% to 2.8% and brands such as Miroku, William Evans, AYA, Bettinsoli and Benelli also made gains.

The results show that there has been a shift from people using the tried and tested Beretta and Browning guns to other well-known brands. Compared to last year, exactly double the number of owners of Caesar Guerini guns thought that they were the brand that also offered the best value for money. As well as this, Miroku were also held in high regard by a number of people who don’t use one as their main gun –perhaps a result of both brand’s increase of users this year.

Bettinsoli’s market share has increased from 1% to 1.6% with the addition of their Diamond Line shotgun that has been getting very good reviews for being a well built and reliable entry gun. Likewise, Benelli’s share has risen from 0.6% to 1% which we expect is down to the launch of their first ever over and under offering, the 828U.

Bettinsoli's Diamond Line De Luxe retails for only £1,000

How is the side-by-side market?

AYA retain their position as the third most popular shotgun brand and increased their share from 7.3% to 7.7%. This may have been helped by their Centenary model which is a fabulous looking sidelock. As AYA specialise in side-by-sides, this suggests that the side-by-side market is more buoyant than some have previously thought. 29% said that they use a side-by-side most often for game, that’s nearly 3 in a 9-gun line – Side-by-sides don’t seem to be going anywhere just yet.

This may also be where William Evans have made their recent gains as they increased their market share from 1.4% to 1.7%, with the help of their well-priced and highly regarded Connaught.

AYA's Centenary was brought out in 2015 and retails for around £10,000

Does age make a difference to the gun you use?

Side-by-side ownership increases with age which is no surprise, but for those under the age of 24, only 20% of shots prefer the ‘more traditional gun’. It’s fair to say then that although the side-by-side market has been buoyant, it looks set to decline in years to come.

The reverse to this trend is amongst grouse shots where you’re more likely to shoot grouse as a side-by-side owner - 20% of them did last year vs 12% of over and under users. Could this be because those over 56 are traditionalists with more disposable income to spend on expensive quarry or that the romanticism of grouse has been lost on the younger generations?

A pair of William Evans Connaughts gives you a lot of gun for a starting price of £8,500 each.

What do the big spenders do?

Unsurprisingly, we start to see the two most well-known English shotgun brands: Holland & Holland and James Purdey & Sons feature amongst game shots who spend more than £10,000 a year on their shooting, both of which have over 4.5% share of this group.

If you can afford it, how could you not be tempted by a Purdey?

Perazzi & William Evans were the biggest gainers of market share amongst the wealthiest of shots compared to their market share as a whole. Perazzi’s share has increased in recent years as they focus on quality game guns at a bespoke level which seems to be resonating. William Evans have done well with their Connaught, but they also have the Pall Mall side by side at a slightly higher price, produced in Spain, and their over and under produced in Italy. Interestingly, 38% of this group use a side by side most often.

It's easy to see why Perazzi's bespoke engraving entices buyers

The Game Shooting Census is a collaboration between GunsOnPegs and Strutt & Parker, producing the biggest survey in game shooting each year, giving wonderful insight into the sport and the trends that develop.