Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Future Opportunities
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- Getting families on board with cycle holidays
- Learning through play – learning while cycling
Market in Brief
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- Market performance
- Interest and participation at record levels
- Innovation gets technical – in models, parts and accessories
- Routes to market
Internal Market Environment
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- Key points
- Building on the momentum
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- Figure 1: Factors driving cycling participation, June 2010
- Meeting its potential
- High membership interest enjoyed by cycling organisations
- Cyclists’ Touring Club (CTC)
- British Cycling (BC)
- Association of Cycle Traders
- Bike It!
- Cycling initiatives nationwide to get more people cycling
- National Cycling Network
- Cycle to Work schemes
- Cycle to Work Guarantee
- Cycle Hire Scheme
- Bikeability
- The Mayor of London’s Skyride
- The Olympics are coming
- Women get a leg up
- Tracking cycling participation
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- Figure 2: Participation in cycling and mountain biking, 2005-09
- Spectators far outnumber cyclists
- Sport England identifies growth areas
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- Figure 3: Consumer groups showing a statistical increase in cycling once per week, Oct 07/08-Jan 09/10
- Road bike sales boosted by sportives
- Road safety – reason to be concerned?
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- Figure 4: Trends in reported road accident casualties by road user type, by percentage change, 2004-08
- Debate over the costs and benefits of wearing a helmet
- Bike thefts on the increase again
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- Figure 5: Trends in bicycle theft, England and Wales, 1981-2008/09
- LCC response – Beat the Thief
- Targeting commuters
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- Figure 6: Miles per trip by bicycle, by purpose of trip, 2008
- Cycle/ride combo for commuters
- A new breed of trendsetters is in town
- More urban warrior than polka dots: Fixies target hardcore cyclists
Broader Market Environment
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- Key points
- Economic pressures
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- Figure 7: GDP quarterly percentage change, 2004-09
- How has the recession affected the bike market?
- Rising fuel prices is a cycling incentive for the cost-conscious
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- Figure 8: UK average fuel prices, November 2004-09
- Easier to justify spend on a new bike
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- Figure 9: Cost of bicycle, % and by percentage age point changes, 2004-09
- Mixed fortunes in terms of population growth and key target groups
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- Figure 10: Trends in the age structure of the UK population, by gender, 2009-14
- Widening the brief
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- Figure 11: Forecast adult population trends, by socio-economic group, 2004-14
- Silver cyclists?
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- Figure 12: Forecast adult population trends, by lifestage, 2004-14
- Cycling websites are prolific – targeting the cycling enthusiast
- ‘Health of the nation’ is a major motivation for government initiatives
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- Figure 13: Incidence of being overweight or obese, by gender, 1999, and 2003-07
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- Figure 14: Trends in being overweight or obese by gender, by % age change 1999-2007
- Take the weather with you
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- Figure 15: UK weather trends, 2002-09
- Regional events boost participation
Competitive Context
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- Key points
- Indoor fitness trends have dominated
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- Figure 16: Consumer expenditure on selected leisure activities, 2005-09
- Spinning anyone?
- Can’t tear me away from the TV
- Virtual road map
- Cycling is not the only sport to receive a funding boost – free swimming
- Tired of staying indoors yet?
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- Figure 17: Top five sports/activities played or taken part in regularly, 2006-09
- More bicycles on the roads
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- Figure 18: Road traffic by type of vehicle, billion vehicle kilometres, 2004-08
- e-Bikes: Competitor or complementary to pedal cycles?
Strengths and Weaknesses in the Market
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- Strengths
- Government funding
- Strong network of support organisations
- Stream of successful cycling initiatives
- Socially responsible and cost-effective
- Plenty of scope for growth
- Weaknesses
- The weather
- Population changes
- Product lifespan
- Reliance on imports
- Road safety
Who’s Innovating?
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- Key points
- E-bike innovation
- Zyro introduces BionX system to UK distribution
- Raleigh’s new e-bike range
- US Robrady’s folding e-bike
- Canadian Daymak launches first-ever wireless electric bike
- Carbon is focus for new product innovation
- Excitement for roadies over the launch of 6 Series Madone
- Archon grows Litespeed range
- BioKork grip scores high on eco-credentials
- Making cycling more accessible (and interesting) to women
- Fashion combines style and practicality
- Oakley wraparounds get a distinctive new look
- Rapha targets elegant female cyclists
- Synergy Action brings Zensah Compression Apparel to the UK
- New mountain bike uplift service for the Forest of Dean
- ‘Pay as you go’ car schemes to include bicycles for hire
- Combating bike theft
Market Size and Forecast
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- Key points
- 2009 was a pleasant surprise for the cycle trade
- Unforeseen stock shortages caused a mid-year hiccup
- Retailers helping consumers to finance a higher-end bike
- Exchange rates and inflation tarnish an otherwise rosy picture
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- Figure 20: Response to the question, “by how much do you anticipate price inflation has impacted your turnover in 2009?”
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- Figure 21: Bicycle import volume vs value trends, Jan-June 2008-09
- Second-hand bicycles
- Positive start to 2010 despite sales being snowed under
- Can cycling participation sustain this level of growth?
- Future outlook
Segment Performance
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- Key points
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- Figure 22: Estimate breakdown of unit sales, 2009
- Bike sales are only half the story
- The UK pedelec market
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- Figure 23: Estimated sales of e-bikes, 2009-10
- Can e-bikes do for bikes what Red Bull did for energy drinks?
Companies and Products
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- Key points
- Halfords Group Plc
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- Figure 24: Key financial data for Halfords plc, 2005-09
- Giant Bicycles (UK)
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- Figure 25: Key financial data for Giant UK Limited, 2004-08
- Raleigh Bicycles
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- Figure 26: Key financial data for Raleigh Holdings Limited, 2005-09
- Tandem Group Plc
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- Figure 27: Key financial data for Tandem Group Plc, 2005-09
- Trek Bicycle Corporation Ltd
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- Figure 28: Key financial data for Trek Bicycle Corporation Limited, 2004-08
- Universal Cycles Ltd
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- Figure 29: Key financial data for Universal Cycles Limited, 2004-08
Channels to Market
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- Key points
- Are bicycle retailers a victim of their own success?
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- Figure 30: Bicycle sales (volume), by distribution
- Non-specialists eye up the bicycle market
- How can specialists fight back?
- The argument for and against cheap bicycles
- The independent channel enjoys a robust year
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- Figure 31: Value sales growth of independent cycle retailers*, %, 2009
- Speed of delivery is a key selling point for online success stories
- Evans
Brand Communication and Promotion
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- Key points
- Seasonal peaks during Easter, Summer and Christmas
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- Figure 32: Monthly trends in advertising expenditure, 2008-09
- Halfords
- Giant
- Raleigh
- Tandem
- Trek
- Sky backs British team
- Boris does his bit
- Other examples of 2010 sponsorship deals
How Many People Own Bicycles?
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- Key points
- Bike ownership
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- Figure 33: Bicycle ownership and purchase, 2004-09
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- Figure 34: Bicycle ownership, according to above/below average response, 2004-09
How Often Do People Ride Bicycles?
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- Key points
- Almost two thirds of UK adults are non-cyclists
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- Figure 35: Frequency of riding a bicycle, December 2009
- Figure 36: Frequency of riding a bicycle, by age group, December 2009
- Who are the cyclists?
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- Figure 37: Frequency of riding a bicycle, December 2009
- Women grow out of cycling quicker
What Do People Think About Cycling?
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- Key points
- Good in theory, but road safety is a concern
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- Figure 38: Attitudes towards bicycles and cycling, December 2009
- Being green is on-trend
- The Hoy Effect is not working among non-believers
What Are The Key Motivations For Cycling?
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- Key points
- Fitness first
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- Figure 39: Reasons for interest in cycling, December 2009
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- Figure 40: Reasons for interest in cycling, by gender, according to percentage point +/- average, December 2009
- Men and women are spokes apart
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- Figure 41: Reasons for interest in cycling, by gender, according to percentage point +/- average, December 2009
- Commuting by bike is creating a buzz
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- Figure 42: Top ten reasons for cycling among consumers who would consider buying a bike in the next 12 months (new or second-hand), December 2009
Targeting Opportunities
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- Key points
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- Figure 43: Attitudes towards bicycles and cycling, by target groups, December 2009
- Seatbelts and Buckled Up
- Who are they?
- Understanding Seatbelts and Buckled Up
- Targeting Seatbelts and Buckled Up
- Cycling Enthusiasts
- Who are they?
- Understanding Cycling Enthusiasts
- Targeting Enthusiasts
- Practical Parents
- Who are they?
- Understanding Practical Parents
- Targeting Practical Parents
Appendix – Internal Market Environment
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- Figure 44: British cycling membership numbers, 1993-2009
- Figure 45: Trips per person per year, by age and gender, 2008
- Figure 46: Frequency of bicycle use, 2000-08*
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- Figure 47: Average trip length (all modes), by purpose of trip, 1997-2008
- Figure 48: Trips by bicycle per person per year, by purpose, 2004-08
- Figure 49: Miles per trip by bicycle per person per year, by purpose in 2008
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- Figure 50: Trips per person per year, by age and gender, 2008
- Figure 51: Bicycle ownership, by age, 2008
- Figure 52: Bicycle ownership, by age, 2008
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- Figure 53: Trips to and from school* per child per year by bicycle, 1995/97-2008
- Figure 54: Travel by bicycle and household income quintile, 2008
- Figure 55: Bicycle trips per rider per week, 2004-08
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- Figure 56: Bicycle trips per person per year, by age and gender, 2008
- Figure 57: Trips to and from school* per child per year by bicycle, 1995/97-2008
- Figure 58: Where usually cycled in the last 12 months, 2004-08
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- Figure 59: Where usually cycled in the last 12 months, 2008
- Figure 60: Reported road accident casualties, by road user type 2004-08
- Figure 61: Reported road casualties by severity, by bicycles in Great Britain, 2004-08
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- Figure 62: Trends in reported thefts of bicycles, England and Wales, 1981-2008/09
- Figure 63: Road traffic, by bicycle and class of road, 2004 and 2008
- Figure 64: Hours travelled per week by bicycle, 2007-09
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- Figure 65: Hours travelled per week by bicycle vs other modes of transport, 2009
- Figure 66: Cost of bicycle, 2004-09
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- Figure 67: Ownership of cycle carrier, 2009
- Figure 68: Use of bicycle/motorcycle/moped for food shopping, 2004-09
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- Figure 69: Paid to watch/watch on TV/read about/looked up on internet/any interest in cycling, mountain biking, 2004-09
- Figure 70: Most popular participation and spectator sports, 2009
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Appendix – Broader Market Environment
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- Figure 71: UK average fuel prices, November 2004-09
- Figure 72: GDP, PDI, consumer expenditure and savings, at current prices, 2004-14
- Figure 73: UK households, by size, 2004-14
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- Figure 74: Trends in the age structure of the UK population, by gender, 2004-14
- Figure 75: British internet penetration at home/work/place of study or elsewhere, by gender, socio-economic group, age, region and working status, 2002-09
- Figure 76: Incidence of being overweight or obese among men in england, by age group, 1999, 2003-07
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- Figure 77: Incidence of being overweight or obese among women in england, by age group, 1999-2003-07
- Figure 78: UK weather trends, 2002-09
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- Figure 79: UK weather trends, 2002-07
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Appendix – Market Value, Forecast and Segmentation
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- Definition of ACT estimates (Independent retailers)
- Trends in imports
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- Figure 80: Bicycle imports by volume, UK, units, 2005-08
- Figure 81: Response to the question: what is your average selling price on bicycles, 2009
Appendix – Competitive Context
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- Figure 82: Average trips, distance and trip length, by bicycle, 2002-08
- Figure 83: Trips per person per year, by distance, by bicycle, 2008*
- Figure 84: Average time spent travelling and average trip time, by bicycle, 2008
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- Figure 85: Comparison of pedal cycles with other vehicles, 2008
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Appendix – Advertising Expenditure
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- Figure 86: Topline spend in the bicycles market, 2005-09
- Figure 87: Spend by media type in the bicycles market in 2008
- Figure 88: Spend by media type in the bicycles market in 2009*
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- Figure 89: Monthly adspend by leading advertisers in the bicycles market, 2008
- Figure 90: Monthly adspend by leading advertisers in the bicycles market in 2009*
- Figure 91: Total average net circulation per issue for major cycling titles, 2008
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Appendix – How Many People Own Bicycles
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- Figure 92: Bicycle ownership and purchase, by demographics, 2009
- Figure 93: Participation in cycling, mountain biking, by demographics, 2009
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- Figure 94: Paid to watch/watch on TV/read about/looked up on internet/any interest in cycling, mountain biking, by demographics, 2009
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Appendix – How Often Do People Ride Bicycles
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- Figure 95: Most popular frequency of riding a bicycle, by demographics, December 2009
- Figure 96: Next most popular frequency of riding a bicycle, by demographics, December 2009
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Appendix – What Do People Think About Cycling
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- Figure 97: Attitudes towards bicycles and cycling, by most popular frequency of riding a bicycle, December 2009
- Figure 98: Attitudes towards bicycles and cycling, by next most popular frequency of riding a bicycle, December 2009
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- Figure 99: Attitudes towards bicycles and cycling, by most popular attitudes towards bicycles and cycling, December 2009
- Figure 100: Attitudes towards bicycles and cycling, by next most popular attitudes towards bicycles and cycling, December 2009
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- Figure 101: Most popular attitudes towards bicycles and cycling, by demographics, December 2009
- Figure 102: Next most popular attitudes towards bicycles and cycling, by demographics, December 2009
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Appendix – What Are the Key Motivations for Cycling?
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- Figure 103: Reasons for interest in cycling, December 2009
- Figure 104: Most popular reasons for interest in cycling, by demographics, December 2009
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- Figure 105: Next most popular reasons for interest in cycling, by demographics, December 2009
- Figure 106: Reasons for interest in cycling, by most popular frequency of riding a bicycle, December 2009
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- Figure 107: Reasons for interest in cycling, by next most popular frequency of riding a bicycle, December 2009
- Figure 108: Reasons for interest in cycling, by most popular reasons for interest in cycling, December 2009
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- Figure 109: Reasons for interest in cycling, by next most popular reasons for interest in cycling, December 2009
- Figure 110: Reasons for interest in cycling, by most popular attitudes towards bicycles and cycling, December 2009
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- Figure 111: Reasons for interest in cycling, by next most popular attitudes towards bicycles and cycling, December 2009
- Figure 112: Number of reasons for interest in cycling, December 2009
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- Figure 113: Number of reasons for interest in cycling, by demographics, December 2009
- Figure 114: Reasons for interest in cycling by demographics, by number of reasons for interest in cycling, by demographics, December 2009
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Appendix – Targeting Opportunities
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- Figure 115: Attitudes towards bicycles and cycling, by target groups, December 2009
- Figure 116: Frequency of riding a bicycle, by demographics, December 2009
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- Figure 117: Reasons for interest in cycling, by demographics, December 2009
- Figure 118: Target groups, by demographics, December 2009
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