Ski Wax Sales

Ski Wax Sales Market Outlook

The global ski wax market is projected to reach approximately USD 250 million by 2035, growing at a compound annual growth rate (CAGR) of around 5.8% from 2025 to 2035. This growth can be attributed to the rising popularity of skiing as a recreational activity, coupled with the increasing number of skiing events and competitions worldwide. Additionally, advancements in ski wax technology, including the development of eco-friendly formulations, are enhancing product performance, thereby driving market demand. The growth of winter sports tourism, particularly in regions with established ski resorts, is also contributing to the surge in ski wax consumption. Furthermore, the growing awareness among athletes regarding the importance of choosing the right wax for optimal performance is boosting sales in this segment.

Growth Factor of the Market

The ski wax market is primarily driven by several key factors that shape its growth trajectory. One of the most significant influences is the increasing engagement in winter sports, both recreationally and competitively. As more individuals take up skiing and snowboarding, the demand for specialized products like ski wax is seeing a noticeable rise. Moreover, the evolution of ski technologies is pushing manufacturers to innovate and develop high-performance waxes that cater to various snow conditions and skiing styles. Another contributing factor is the growing trend of ski wax customization, where skiers seek specific wax formulations tailored to their unique preferences and needs, increasing spending in this market. The heightened visibility of skiing events through media coverage is also sparking interest and participation in the sport, positively affecting market dynamics. Furthermore, the environmental considerations and the shift towards sustainable practices in product development are encouraging consumers to opt for eco-friendly ski wax options, making this an attractive segment for growth.

Key Highlights of the Market

• Projected CAGR of 5.8% from 2025 to 2035.
• Increasing participation in skiing and snowboarding activities globally.
• Emergence of eco-friendly and natural ski wax products.
• Technological advancements leading to improved wax performance.
• Growing awareness among skiers about the impact of wax on performance.

By Product Type

Fluorinated Ski Wax:

Fluorinated ski wax is recognized for its superior performance in cold, dry snow conditions, making it a popular choice among competitive skiers. This type of wax contains fluorocarbon compounds that create a hydrophobic surface, which minimizes friction and enhances glide. Due to its high performance, fluorinated ski wax is often used in competitive skiing events, where even the slightest advantage can lead to better race times. However, there are growing environmental concerns surrounding the use of fluorinated products, leading to a demand for alternatives. Despite these concerns, the effectiveness of fluorinated wax in delivering outstanding results continues to drive its market share.

Hydrocarbon Ski Wax:

Hydrocarbon ski wax is a widely used product due to its affordability and versatility. It is made from paraffin-based hydrocarbons and is suitable for a range of skiing conditions, making it a go-to option for recreational skiers. This type of wax is easier to apply and remove compared to fluorinated options, which also contributes to its popularity among casual users. Hydrocarbon wax serves as an excellent base for those looking to explore skiing without investing heavily in performance products. As more people enter the skiing lifestyle, the hydrocarbon ski wax market is poised to grow, especially with the increasing emphasis on cost-effective solutions for novice skiers.

Low Fluorocarbon Ski Wax:

Low fluorocarbon ski wax represents a compromise between performance and environmental responsibility. It offers improved glide compared to traditional hydrocarbon wax while minimizing the impact on the environment by reducing the amount of fluorocarbon used in the formulation. This type of wax caters to environmentally conscious skiers who still seek quality performance on the slopes. The demand for low fluorocarbon options is rising in response to stricter regulations on fluorinated products and growing awareness among consumers about sustainable practices. As consumers become more environmentally aware, the market for low fluorocarbon ski wax is expected to expand significantly.

Natural Ski Wax:

Natural ski wax is gaining traction as a sustainable alternative to conventional ski wax options. Made from plant-based waxes, such as beeswax, this type of ski wax appeals to environmentally conscious consumers who prioritize sustainability in their purchasing decisions. Natural ski waxes typically offer good performance for recreational skiing and are favored by those looking to minimize their ecological footprint. As the trend toward sustainable products continues, the market for natural ski wax is expected to experience considerable growth, especially among families and eco-friendly brands that promote outdoor sports with minimal environmental impact.

All Temperature Ski Wax:

All temperature ski wax is designed for versatility, making it suitable for various snow conditions, including warm and cold temperatures. This product is ideal for casual skiers who may not be familiar with specific waxing techniques or who prefer not to switch out waxes frequently. The convenience of an all-temperature wax appeals to families and recreational skiers who may be skiing in diverse conditions. As the demand for user-friendly ski products increases, the all-temperature ski wax segment is expected to flourish, providing an accessible solution for the average skier.

By Application

Alpine Skiing:

Alpine skiing is one of the most popular applications for ski wax, given its competitive nature and the performance requirements associated with it. Skiers engaged in downhill racing or recreational alpine skiing often seek high-performance waxes to enhance their glide and control on the slopes. The choice of ski wax for alpine skiing is crucial, as it impacts speed, maneuverability, and overall experience. The increasing participation in alpine skiing events and competitions drives demand for specialized waxes tailored for this application, contributing significantly to the overall ski wax market growth.

Cross-Country Skiing:

Cross-country skiing requires specific wax formulations designed to cater to the varying conditions encountered on longer, flatter trails. Ski wax for this application often emphasizes grip and glide, with different waxes used depending on whether conditions are wet or dry. As the popularity of cross-country skiing continues to rise among fitness enthusiasts and outdoor adventurers, the demand for specialized waxes that enhance performance and comfort in diverse terrains is growing. This segment is particularly relevant in regions with extensive trail networks, making it a significant contributor to the ski wax market.

Freestyle Skiing:

Freestyle skiing is a dynamic and creative discipline that demands flexibility and performance. Ski wax for freestyle applications focuses on allowing skiers to perform tricks and maneuvers effectively while maintaining stability and control. The demand for specific waxes formulated for park and pipe conditions is increasing as more skiers devote themselves to this style. The growth of freestyle skiing events and competitions is a major driver for this application segment, encouraging manufacturers to develop innovative wax solutions to meet the unique needs of freestyle athletes.

Backcountry Skiing:

Backcountry skiing is becoming increasingly popular as more skiers seek off-piste adventures in remote areas. This application requires ski wax that not only enhances glide but also provides grip for uphill climbs. Wax formulations that cater to the varying snow conditions encountered in backcountry skiing are becoming essential for outdoor enthusiasts. The growing awareness of backcountry skiing as an adventurous alternative to resort-based skiing is creating new opportunities for the ski wax market, particularly in areas with abundant backcountry terrain.

Telemark Skiing:

Telemark skiing combines elements of alpine and cross-country skiing, requiring unique wax formulations that accommodate the distinct movements of the sport. Ski wax for telemark applications must provide good glide while enabling skiers to execute telemark turns effectively. While this segment may not be as large as other skiing applications, it is steadily growing as interest in telemark skiing increases. As niche skiing activities gain attention, the demand for specialized waxes that enhance performance in telemark skiing is expected to rise, contributing to the overall market growth.

By Distribution Channel

Online Stores:

Online stores are rapidly emerging as a dominant distribution channel for ski wax, driven by the convenience they offer consumers. The rise of e-commerce has provided skiers with access to a wider variety of products and brands that may not be available in local stores. Online platforms often feature detailed product descriptions, user reviews, and competitive pricing, enabling customers to make informed choices. The growth of online shopping, especially during the off-season when skiers seek to stock up on supplies, is significantly impacting sales in this segment. The ease of purchasing ski wax online and the availability of specialty products contribute to the increasing share of this distribution channel.

Specialty Stores:

Specialty stores dedicated to skiing and outdoor sports provide a personalized shopping experience for consumers, making them a crucial distribution channel for ski wax. These stores often employ knowledgeable staff who can offer expert advice on selecting the right wax based on specific skiing needs and conditions. Furthermore, specialty stores frequently carry a wide range of wax formulations, catering to both novice and expert skiers. As long as the skiing community values expert guidance and product selection, specialty stores will maintain a vital role in the ski wax market, fostering an environment where skiers can access high-quality products suited for their activities.

Sporting Goods Stores:

Sporting goods stores represent a significant channel for distributing ski wax, primarily due to their broad customer base and extensive product offerings. These stores cater to a wide range of outdoor sports enthusiasts, allowing them to purchase ski wax alongside other skiing equipment and apparel. The convenience of one-stop shopping appeals to many consumers who prefer to acquire all necessary gear for their ski trips in a single visit. As the popularity of skiing continues to grow, sporting goods stores are likely to expand their product lines to include more specialized ski wax options, enhancing their competitive advantage in the market.

Hypermarkets/Supermarkets:

Hypermarkets and supermarkets are increasingly recognizing the demand for ski wax, particularly in regions where skiing is a popular winter activity. These large retail chains offer a variety of products, attracting casual skiers who may not frequent specialty stores. While the selection may not be as extensive, hypermarkets often carry popular brands and all-temperature options, making it convenient for families and individuals to purchase ski wax while shopping for other winter essentials. The entry of ski wax into larger retail formats can help raise awareness about skiing as a recreational activity, further driving sales in this segment.

Department Stores:

Department stores contribute to the ski wax market by providing a platform where customers can access a range of winter sports merchandise. Ski wax is typically available in the seasonal sports section, appealing to casual skiers and families preparing for winter. While department stores may not offer the same depth of expertise as specialty stores, their broad reach and visibility can help promote skiing products to a wider audience. As skiing becomes more mainstream, the presence of ski wax in department stores is likely to support market growth, especially among consumers looking for convenience and accessibility.

By Ingredient Type

Paraffin:

Paraffin is the most common ingredient in ski wax formulations, known for its excellent glide properties and affordability. Paraffin waxes are versatile and can be tailored to suit various temperature ranges, making them suitable for recreational skiers and alpine enthusiasts alike. The predominant use of paraffin in ski wax products allows for widespread availability and is often considered a staple in the skiing equipment lineup. As skiers become increasingly knowledgeable about the benefits of specific waxes, the demand for paraffin-based ski wax will likely continue to hold a significant share of the market.

Beeswax:

Beeswax is a natural ingredient known for its eco-friendly properties, making it a popular choice among environmentally conscious skiers. Its adhesive qualities provide superior grip while not compromising glide, making it particularly suitable for backcountry and cross-country skiing. Additionally, beeswax has moisturizing properties that can help protect and maintain the base of ski equipment. The growing trend of sustainability in outdoor sports is expected to drive the use of beeswax ski wax, positioning it as a favorable alternative to traditional synthetic products.

Graphite:

Graphite is often used in ski wax formulations to enhance glide and reduce friction. It is particularly effective in cold, dry snow conditions where its properties can improve performance significantly. The use of graphite in ski wax is especially prevalent among competitive skiers who look for every advantage on the slopes. Although its market share may be smaller compared to paraffin-based waxes, graphite-infused ski wax formulations are gaining traction due to their performance benefits, especially in high-stakes racing environments.

Silicone:

Silicone is increasingly being incorporated into ski wax formulations for its unique properties, offering moisture resistance and enhancing glide. Ski waxes containing silicone are often marketed as hybrid products that combine the benefits of traditional waxes with advanced technology. These products cater to both competitive and recreational skiers looking for a modern solution for their waxing needs. The growth of silicone-based ski wax is closely linked to the ongoing advancements in ski technology, as consumers seek innovative products that improve performance across various conditions.

Lanolin:

Lanolin is a lesser-known ingredient in ski wax, but it serves as a natural alternative that provides moisture, helping to protect the ski base and enhance glide. This wax is derived from sheep wool and is often used in eco-friendly formulations, appealing to consumers who prioritize sustainability and natural products. As awareness of the environmental impact of traditional waxes rises, lanolin-based ski wax could see increased adoption among skiers looking for effective and responsible choices.

By Region

The ski wax market is witnessing significant variations in demand across different regions, with Europe being the largest market due to its deep-rooted skiing culture and numerous established ski resorts. The European ski wax market is estimated to reach USD 110 million by 2035, reflecting a robust CAGR of around 6.5% during the forecast period. The popularity of alpine and cross-country skiing in countries like Switzerland, France, and Austria is driving consistent sales in this region, as both recreational and competitive skiers seek high-quality wax products to enhance their performance on the slopes. Additionally, the availability of diverse skiing events fosters a greater demand for specialized wax formulations tailored to specific conditions.

North America, particularly the United States and Canada, holds a strong position in the ski wax market, with a projected value of approximately USD 70 million by 2035. The growing number of winter sports enthusiasts, coupled with the expansion of ski resorts and recreational areas, is contributing to sales growth in this region. As more individuals engage in skiing and snowboarding, the demand for high-quality ski wax products is expected to rise. Meanwhile, the Asia Pacific region is emerging as a notable market as countries like Japan and South Korea invest in winter sports infrastructure and tourism, driving the demand for ski wax, albeit at a slower growth rate compared to Europe and North America.

Opportunities

The ski wax market is ripe with opportunities as the global interest in winter sports continues to grow. An increasing number of people are participating in skiing and snowboarding activities, with ski tourism booming in many regions. This trend opens avenues for manufacturers to develop innovative products that cater to the diverse needs of skiers, such as eco-friendly wax formulations and performance-enhancing options. Furthermore, as ski resorts expand their offerings and improve facilities, there will be a corresponding rise in demand for ski accessories, including ski wax. By tapping into emerging markets and introducing new technologies, businesses can capture a larger share of the growing market. Additionally, promoting ski wax products among novice skiers through educational campaigns, highlighting the importance of maintenance for optimal performance, could create a strong customer base.

Another key opportunity lies in the development of specialized wax products tailored to specific skiing disciplines and environmental conditions. As skiers become more discerning in their choices, there is a growing request for waxes that enhance performance in varying temperatures and snow types. Companies can capitalize on this demand by investing in research and development to create niche products that address the unique challenges faced by different ski styles. Collaborations with professional athletes and endorsements in major skiing events can also help raise brand visibility and product credibility, encouraging more skiers to invest in high-quality ski wax. Overall, the market offers fertile ground for innovation and growth, with various avenues for businesses to explore.

Threats

Despite the growth potential in the ski wax market, several threats could hinder its expansion. One of the primary concerns is the increasing awareness and regulation surrounding the environmental impacts of certain ski wax formulations, especially those containing fluorinated compounds. As governments and environmental organizations push for stricter regulations, manufacturers may face challenges in continuing to produce traditional waxes. This shift could lead to a decrease in market share for established brands and create an opportunity for new entrants focusing on sustainable alternatives. Additionally, fluctuating raw material prices may impact production costs and, consequently, retail prices, potentially deterring consumers from purchasing premium wax products.

Moreover, the ski industry is highly susceptible to seasonal weather conditions and climate change. Changes in snowfall patterns may affect the overall winter sports experience, leading to a decline in skier participation and, subsequently, lower demand for ski wax products. Consumers might choose to invest less in ski equipment and accessories during seasons of reduced snowfall, creating a challenging environment for ski wax manufacturers. Additionally, the global economic climate can also affect discretionary spending on recreational activities, with consumers prioritizing essential goods over luxury items like ski equipment. Therefore, companies in the ski wax market must be prepared to navigate these challenges while continuing to innovate and provide value to their customers.

Competitor Outlook

• Dahlgren's Ski Wax
• Toko
• Swix
• Holmenkol
• Start Ski Wax
• Poleum
• JetStream
• Rex
• Dominion Ski Wax
• ZUMWax
• Fischer Sports
• One Way Sports
• Briko
• Moonlight Ski Wax
• Vauhti

The competitive landscape of the ski wax market is characterized by numerous players, each vying for market share through innovation, product differentiation, and strategic partnerships. Established companies such as Swix and Toko have built a strong reputation over the years, focusing on performance and quality. These brands leverage their experience in the industry to create advanced products that cater to both recreational and competitive athletes. Additionally, the rise of environmentally conscious consumers has prompted many traditional manufacturers to adapt their product lines to include eco-friendly options, enhancing their appeal in a rapidly evolving market.

New entrants are also making waves by focusing on niche markets or developing sustainable alternatives to conventional ski wax. Brands like Beeswax and Moonlight Ski Wax are gaining traction among environmentally aware skiers, offering natural formulations that align with consumer values. The competitive advantage of these emerging companies lies in their ability to quickly respond to market changes and cater to specific consumer needs, positioning them as formidable contenders in the ski wax arena. Furthermore, strategic collaborations with professional athletes and sponsorships of major skiing events can serve as effective marketing tools to elevate brand visibility and credibility.

Furthermore, the development of advanced technologies and formulations is playing a crucial role in shaping the competitive dynamics of the ski wax market. Companies are investing in research and development to create innovative wax solutions designed for specific snow conditions and skier preferences. This commitment to innovation helps established brands maintain their market position while providing new entrants with potential pathways to success. As the ski wax market continues to evolve, competitive strategies focusing on sustainability, performance, and customer satisfaction will be essential for driving growth and maintaining relevance in this competitive landscape.

• 1 Appendix

  • 1.1 List of Tables
  • 1.2 List of Figures

• 2 Introduction

  • 2.1 Market Definition
  • 2.2 Scope of the Report
  • 2.3 Study Assumptions
  • 2.4 Base Currency & Forecast Periods

• 3 Market Dynamics

  • 3.1 Market Growth Factors
  • 3.2 Economic & Global Events
  • 3.3 Innovation Trends
  • 3.4 Supply Chain Analysis

• 4 Consumer Behavior

  • 4.1 Market Trends
  • 4.2 Pricing Analysis
  • 4.3 Buyer Insights

• 5 Key Player Profiles

  • 5.1 Rex
    • 5.1.1 Business Overview
    • 5.1.2 Products & Services
    • 5.1.3 Financials
    • 5.1.4 Recent Developments
    • 5.1.5 SWOT Analysis
  • 5.2 Swix
    • 5.2.1 Business Overview
    • 5.2.2 Products & Services
    • 5.2.3 Financials
    • 5.2.4 Recent Developments
    • 5.2.5 SWOT Analysis
  • 5.3 Toko
    • 5.3.1 Business Overview
    • 5.3.2 Products & Services
    • 5.3.3 Financials
    • 5.3.4 Recent Developments
    • 5.3.5 SWOT Analysis
  • 5.4 Briko
    • 5.4.1 Business Overview
    • 5.4.2 Products & Services
    • 5.4.3 Financials
    • 5.4.4 Recent Developments
    • 5.4.5 SWOT Analysis
  • 5.5 Poleum
    • 5.5.1 Business Overview
    • 5.5.2 Products & Services
    • 5.5.3 Financials
    • 5.5.4 Recent Developments
    • 5.5.5 SWOT Analysis
  • 5.6 Vauhti
    • 5.6.1 Business Overview
    • 5.6.2 Products & Services
    • 5.6.3 Financials
    • 5.6.4 Recent Developments
    • 5.6.5 SWOT Analysis
  • 5.7 ZUMWax
    • 5.7.1 Business Overview
    • 5.7.2 Products & Services
    • 5.7.3 Financials
    • 5.7.4 Recent Developments
    • 5.7.5 SWOT Analysis
  • 5.8 Holmenkol
    • 5.8.1 Business Overview
    • 5.8.2 Products & Services
    • 5.8.3 Financials
    • 5.8.4 Recent Developments
    • 5.8.5 SWOT Analysis
  • 5.9 JetStream
    • 5.9.1 Business Overview
    • 5.9.2 Products & Services
    • 5.9.3 Financials
    • 5.9.4 Recent Developments
    • 5.9.5 SWOT Analysis
  • 5.10 Start Ski Wax
    • 5.10.1 Business Overview
    • 5.10.2 Products & Services
    • 5.10.3 Financials
    • 5.10.4 Recent Developments
    • 5.10.5 SWOT Analysis
  • 5.11 Fischer Sports
    • 5.11.1 Business Overview
    • 5.11.2 Products & Services
    • 5.11.3 Financials
    • 5.11.4 Recent Developments
    • 5.11.5 SWOT Analysis
  • 5.12 One Way Sports
    • 5.12.1 Business Overview
    • 5.12.2 Products & Services
    • 5.12.3 Financials
    • 5.12.4 Recent Developments
    • 5.12.5 SWOT Analysis
  • 5.13 Dominion Ski Wax
    • 5.13.1 Business Overview
    • 5.13.2 Products & Services
    • 5.13.3 Financials
    • 5.13.4 Recent Developments
    • 5.13.5 SWOT Analysis
  • 5.14 Moonlight Ski Wax
    • 5.14.1 Business Overview
    • 5.14.2 Products & Services
    • 5.14.3 Financials
    • 5.14.4 Recent Developments
    • 5.14.5 SWOT Analysis
  • 5.15 Dahlgren's Ski Wax
    • 5.15.1 Business Overview
    • 5.15.2 Products & Services
    • 5.15.3 Financials
    • 5.15.4 Recent Developments
    • 5.15.5 SWOT Analysis

• 6 Market Segmentation

  • 6.1 Ski Wax Sales Market, By Application
    • 6.1.1 Alpine Skiing
    • 6.1.2 Cross-Country Skiing
    • 6.1.3 Freestyle Skiing
    • 6.1.4 Backcountry Skiing
    • 6.1.5 Telemark Skiing
  • 6.2 Ski Wax Sales Market, By Product Type
    • 6.2.1 Fluorinated Ski Wax
    • 6.2.2 Hydrocarbon Ski Wax
    • 6.2.3 Low Fluorocarbon Ski Wax
    • 6.2.4 Natural Ski Wax
    • 6.2.5 All Temperature Ski Wax
  • 6.3 Ski Wax Sales Market, By Ingredient Type
    • 6.3.1 Paraffin
    • 6.3.2 Beeswax
    • 6.3.3 Graphite
    • 6.3.4 Silicone
    • 6.3.5 Lanolin
  • 6.4 Ski Wax Sales Market, By Distribution Channel
    • 6.4.1 Online Stores
    • 6.4.2 Specialty Stores
    • 6.4.3 Sporting Goods Stores
    • 6.4.4 Hypermarkets/Supermarkets
    • 6.4.5 Department Stores

• 7 Competitive Analysis

  • 7.1 Key Player Comparison
  • 7.2 Market Share Analysis
  • 7.3 Investment Trends
  • 7.4 SWOT Analysis

• 8 Research Methodology

  • 8.1 Analysis Design
  • 8.2 Research Phases
  • 8.3 Study Timeline

• 9 Future Market Outlook

  • 9.1 Growth Forecast
  • 9.2 Market Evolution

• 10 Geographical Overview

  • 10.1 Europe - Market Analysis
    • 10.1.1 By Country
      • 10.1.1.1 UK
      • 10.1.1.2 France
      • 10.1.1.3 Germany
      • 10.1.1.4 Spain
      • 10.1.1.5 Italy
  • 10.2 Asia Pacific - Market Analysis
    • 10.2.1 By Country
      • 10.2.1.1 India
      • 10.2.1.2 China
      • 10.2.1.3 Japan
      • 10.2.1.4 South Korea
  • 10.3 Ski Wax Sales Market by Region
  • 10.4 Latin America - Market Analysis
    • 10.4.1 By Country
      • 10.4.1.1 Brazil
      • 10.4.1.2 Argentina
      • 10.4.1.3 Mexico
  • 10.5 North America - Market Analysis
    • 10.5.1 By Country
      • 10.5.1.1 USA
      • 10.5.1.2 Canada
  • 10.6 Middle East & Africa - Market Analysis
    • 10.6.1 By Country
      • 10.6.1.1 Middle East
      • 10.6.1.2 Africa

• 11 Global Economic Factors

  • 11.1 Inflation Impact
  • 11.2 Trade Policies

• 12 Technology & Innovation

  • 12.1 Emerging Technologies
  • 12.2 AI & Digital Trends
  • 12.3 Patent Research

• 13 Investment & Market Growth

  • 13.1 Funding Trends
  • 13.2 Future Market Projections

• 14 Market Overview & Key Insights

  • 14.1 Executive Summary
  • 14.2 Key Trends
  • 14.3 Market Challenges
  • 14.4 Regulatory Landscape

Segments Analyzed in the Report

The global Ski Wax Sales market is categorized based on

By Product Type

• Fluorinated Ski Wax
• Hydrocarbon Ski Wax
• Low Fluorocarbon Ski Wax
• Natural Ski Wax
• All Temperature Ski Wax

By Application

• Alpine Skiing
• Cross-Country Skiing
• Freestyle Skiing
• Backcountry Skiing
• Telemark Skiing

By Distribution Channel

• Online Stores
• Specialty Stores
• Sporting Goods Stores
• Hypermarkets/Supermarkets
• Department Stores

By Ingredient Type

• Paraffin
• Beeswax
• Graphite
• Silicone
• Lanolin

By Region

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East & Africa

Key Players

• Dahlgren's Ski Wax
• Toko
• Swix
• Holmenkol
• Start Ski Wax
• Poleum
• JetStream
• Rex
• Dominion Ski Wax
• ZUMWax
• Fischer Sports
• One Way Sports
• Briko
• Moonlight Ski Wax
• Vauhti