Friday, May 10, 2013

The Demand Curve Has Shifted To The Right

With all the new shooters coming into the market, the demand curve for ammunition has shifted significantly to the right. In other words, the market for ammunition has grown and grown substantially. Unfortunately, supply has not kept up with demand. One just has to go to the sporting goods department at any Walmart to understand that.

One of the common questions that Rob Morse and I asked of ammo producers last week at the NRA Annual Meeting was about supply and whether we'd be seeing the shortage easing. The answer was always that they were working at full capacity and they didn't know when they'd catch up with demand. The problem for manufacturers beyond filling orders is deciding whether or not this current demand for ammunition is a short term up-cycle.

Remington has made the decision that the increased demand for ammunition is here to stay. As reported in the Outdoor Wire this morning, Remington announced a $32 million expansion to their ammo plant in Lonoke, Arkansas. They expect this new capacity to come on line in the second quarter of 2014.
"We are proud to provide job growth within communities that have supported us for so many years, while meeting the increasing global demand for superior ammunition products," said Jim Grahlmann, Lonoke Plant Manager. "This expansion reinforces our commitment to deliver the finest quality products for our customers."

"We continue to invest in all of our manufacturing operations because we are committed to ensuring quality, increasing product availability and improving on-time delivery," said Kevin Miniard, Chief Operating Officer of Remington. "This significant investment in Lonoke is a testament to that commitment. Our customers can count on Remington to invest in its manufacturing operations in order to ensure that its facilities are state-of-the art and its employees are the best in the industry."
If Remington is willing to spend $32 million to expand plant and capacity, it is as good an indicator as any that the increased demand we are seeing for ammunition is not just some short term event. Remington is betting house money that it is here to stay.


  1. Hello guys!
    This is a very good blog. You certainly have some very interesting and informative posts here for your niche. I think it would be worth sharing with more people and I believe I could help to get you more readers if you are interested?
    I am looking for quality blogs to include into our community of bloggers -
    Please check us out and drop me a line at for any questions.

  2. Thank You Remington! Now we'll see if the rest of the Big Boys follow along. But since we live in a Free Market, I don't see the rest of them giving over Market Share to the Competition.

    And it is heartening to know that so many new people are exercising their RKBA that Demand has outstripped Supply Capabilities. This MUST be striking Fear into the Hearts of the Anti-Gunners!

    So MAYBE some of the Hoarders in the Supply Chain will hear about this and realize that their Price-Gouging Days are coming to an end.

    One can Hope. Thanks Again, John.

  3. Why do I NEVER, EVER, read "we're increasing our production capacity?"

    Let these idiots scramble for overpriced guns and ammo. I'd rather go without than be a sucker.

  4. Thank God at least Remington has a clue. TOOK THEM LONG ENOUGH. I knew in Dec 2012 that any smart manufacturer would immediately begin expanding production capacity, because the best guess even then was that gun control was going to fail, or at worst introduce restrictions that would not impact production concerns. DUH. Rem's only 5 months late, but they're the first company I've seen announce they're expanding.

  5. Sorry to be running around catching up on comments! In addition to Remington, ARMSCOR , who's a major player in Asia, has already ordered machinery to double their ammo output from their Montana plant and the new Nevada facility (caveat...ARMSCOR is a sponsor and the company president Martin Tuason is a friend of mine). There are also rumors that Fiocchi is spinning up.

    Off the record/not for attribution, I'm being told at least 12 months before we get back to the "new normal." That assumes nothing happens (shootings/government action) to turn up the heat on the market.