Table of Contents
Executive Summary
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- The market
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- Figure 1: UK bicycles market, by value, 2009-19
- Figure 2: UK bicycles market, by volume, 2009-19
- Market drivers
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- Figure 3: Trends in cycling participation*, 2005/06-2013/14
- Companies, brands and innovation
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- Figure 4: Leading bicycle suppliers to the UK market, ranked by UK cycling* turnover, 2013
- The consumer
- Cycling participation
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- Figure 5: Frequency of cycling, December 2014
- Bicycle ownership
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- Figure 6: Personal and household bicycle ownership, December 2014
- How recently main bicycle was bought
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- Figure 7: How recently main bicycle was bought, December 2014
- New versus second-hand purchases
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- Figure 8: New versus second-hand purchases, December 2014
- Where main bicycle was bought
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- Figure 9: Where main bicycle was bought, December 2014
- Type of bicycle ridden
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- Figure 10: Type of bicycle ridden most often, December 2014
- Cycling behaviours and experiences
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- Figure 11: Cycling behaviours and experiences, December 2014
- The Cycle to Work Scheme
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- Figure 12: Use of Cycle to Work Scheme to purchase bicycles, December 2014
- Figure 13: Awareness of the Cycle to Work Scheme, December 2014
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- Figure 14: Future interest in participating in Cycle to Work Scheme, December 2014
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- Figure 15: Attitudes towards Cycle to Work Scheme, December 2014
- Attitudes towards buying and maintaining bicycles
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- Figure 16: Attitudes towards buying and maintaining bicycles, December 2014
- What we think
Issues and Insights
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- Car industry offers pointers to top end of market
- The facts
- The implications
- Fashion industry example could help suppliers to be more flexible
- The facts
- The implications
- Independent cycle trade needs to stem the erosion of its market share
- The facts
- The implications
- More scope for package deals, either from manufacturers or retailers
- The facts
- The implications
Trend Application
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- Trend: Play Ethic
- Trend: The Real Thing
- Trend: Futures: East Meets West
Market Drivers
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- Key points
- Consumer drivers
- Cycling participation continues to grow
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- Figure 17: Trends in popularity of top five participation sports*, 2005/06, 2010/11, 2012/13 and 2013/14
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- Figure 18: Proportion of residents who do any cycling, at least once per month: England, 2012/13
- Where people cycle is changing
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- Figure 19: Where usually cycled in the last 12 months: England, 2003 and 2009-13
- Weather provides mixed assistance
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- Figure 20: UK weather trends, 2009-14
- Figure 21: UK weather by region, 2014
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- Figure 22: UK sunshine by month, 2014
- Figure 23: UK rainfall by month, 2009-14
- Safety still a worry
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- Figure 24: Cycling casualty figures (adults and children), 2009-13
- Transport and commuting costs drive people to cycling
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- Figure 25: UK average fuel prices, 2009-14
- Sportives boost road bike market
- Organisational drivers
- Further strong growth for Cycle to Work Scheme
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- Figure 26: Trends in numbers of Cycle to Work Scheme certificates issued and new users, 2011-14
- British Cycling membership reaches record levels
- CTC also enjoys membership boom
- Sustrans marches on
- Bike Hub stimulates participation
- Central and local government beginning to acknowledge role of cycling
- TfL scheme set to lead the world and boost London participation
- Economic drivers
- Exchange rates
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- Figure 27: Trends in sterling/dollar exchange rates, 2009-15*
- Incomes still much lower in real terms but signs of recovery
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- Figure 28: Trends in earnings versus prices, 2009-14
Who’s Innovating?
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- Key points
- Vanhawks’ smart bicycle
- Yerka’s ‘Unstealable’ bicycle
- Sync’s variations on a theme
- Canyon launches Shapeshifter
- Falco provides personalised e-bike assistance
- Getting from A to B more easily
- Smart navigation
- App benefits cyclists and city planners
- Power to the cyclist
Market Size and Forecast
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- Key points
- Market recovers slightly after difficult 2013
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- Figure 29: UK bicycles market, 2009-19
- Forecast
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- Figure 30: UK bicycles value market size forecast, 2009-19
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- Figure 31: UK bicycles volume market size forecast, 2009-19
Segment Performance
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- Key points
- Road bikes lead growth but mountain bikes bounce back
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- Figure 32: Estimated breakdown of UK bicycles market, by segment, 2013 and 2014
- All-terrain
- Children’s
- Classic/traditional/hybrids
- Road bikes
- Small wheel
- E-bikes: On the cusp of a boom?
- Factors driving the market
- Market size
- Leading suppliers
- The future
Market Share
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- Key points
- Halfords is the market leader
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- Figure 33: Leading bicycle suppliers to the UK market, ranked by UK cycling* turnover, 2013
Companies and Products
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- Industry structure
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- Figure 34: Trends in overseas trade in bicycles, 2009-14
- Taiwan retains position as biggest source of imports
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- Figure 35: Leading sources of imported bicycles, 2014
- Most Chinese bicycle manufacturers subject to anti-dumping measures
- European imports focus on the top end of the market
- E-bike foreign trade recovers in 2014
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- Figure 36: Trends in overseas trade in e-bikes, 2012-14
- Company profiles
- Halfords Group plc
- Background
- Financial performance
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- Figure 37: Key financial data for Halfords Group plc, 2009/10-2013/14
- Figure 38: Cycling within the Halfords sales mix, 2012/13-2013/14
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- Figure 39: Cycling within the Halfords sales mix, half year 2013/14 vs half year 2014/15
- Figure 40: Halfords Group plc, cycling sales by product/service type, 2012/13-2013/14
- Product range
- Recent activity
- Specialized (UK) Ltd
- Background
- Financial performance
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- Figure 41: Key financial data for Specialized (UK) Ltd, 2009-13
- Product range
- Recent activity
- Sportline (H Young Holdings plc)
- Background
- Financial performance
- Product range
- Recent activity
- Trek Bicycle Corporation Ltd
- Background
- Financial performance
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- Figure 42: Key financial data for Trek Bicycle Corporation Ltd, 2009-13
- Product range
- Recent activity
- Giant UK Ltd
- Background
- Financial performance
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- Figure 43: Key financial data for Giant UK Ltd, 2009-13
- Product range
- Recent activity
- Raleigh UK Ltd
- Background
- Financial performance
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- Figure 44: Key financial data for Raleigh UK Ltd, 2009-13
- Product range
- Recent activity
- Cycling Sports Group (IBD Bikes UK Ltd)
- Background
- Financial performance
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- Figure 45: Key financial data for IBD Bikes UK Ltd, 2009-13
- Product range
- Recent activity
- Avocet Sports Ltd
- Background
- Financial performance
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- Figure 46: Key financial data for Avocet Sports Ltd, 2012-14
- Product range
- Recent activity
Channels to Market
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- Key points
- Halfords continues to gain market share from specialists
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- Figure 47: UK bicycle sales (units), by distribution channel, 2012-14
- Evans leads specialist channel
- Online specialists continue to outperform bricks and mortar rivals
- Direct sellers play an increasing role in the market
- Supermarkets do well targeting the budget/entry level
Brand Communication and Promotion
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- Key points
- Adspend reaches new high in 2014
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- Figure 48: Trends in total advertising expenditure on bicycles, 2010-14
- Twin peaks for spend by month
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- Figure 49: Indexed advertising expenditure on bicycles, by month, 2014
- Halfords is the biggest spender
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- Figure 50: Advertising expenditure on bicycles, by top 20 advertisers, 2010-14
- TV and press are the most popular media used for advertising
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- Figure 51: Advertising expenditure on bicycles, by media type, 2014
- Figure 52: Advertising expenditure and number of adverts for bicycles in the UK, by TV channel, 2014
- Figure 53: Advertising expenditure and number of adverts for bicycles in the UK, by press title, 2014
Cycling Participation
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- Key points
- More than a third of adults currently cycle
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- Figure 54: Frequency of cycling, December 2014
- Characteristics of current riders
- Lapsed riders tend to be older and less well-off
- Young and women most likely never to have ridden
Bicycle Ownership
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- Key points
- Personal ownership of bicycles at 43%
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- Figure 55: Personal and household bicycle ownership, December 2014
How Recently Main Bicycle was Bought
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- Key points
- Just over a quarter bought a bicycle in the past year
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- Figure 56: How recently main bicycle was bought, December 2014
New Versus Second-hand Purchases
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- Key points
- New bicycles account for almost eight in 10 purchases
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- Figure 57: New versus second-hand purchases, December 2014
Where Main Bicycle was Bought
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- Key points
- Stores preferred but online gaining ground
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- Figure 58: Where main bicycle was bought, December 2014
Type of Bicycle Ridden
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- Key points
- Mountain bikes are most popular type ridden
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- Figure 59: Type of bicycle ridden most often, December 2014
Cycling Behaviours and Experiences
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- Key points
- Almost two in five cyclists wear a helmet
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- Figure 60: Cycling behaviours and experiences, December 2014
- No longer ‘them and us’
- Men more adventurous with maintenance
- Women most likely to ride at the weekend
- One in 10 cyclists have been knocked off
The Cycle to Work Scheme
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- Key points
- One in 10 employees claim to have used Cycle to Work Scheme
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- Figure 61: Use of Cycle to Work Scheme to purchase bicycles, December 2014
- Low levels of awareness for Cycle to Work Scheme
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- Figure 62: Awareness of the Cycle to Work Scheme, December 2014
- Interest in using Cycle to Work Scheme remains strong
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- Figure 63: Future interest in participating in Cycle to Work Scheme, December 2014
- Confusion over how it works and employers not taking part are main issues
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- Figure 64: Attitudes towards Cycle to Work Scheme, December 2014
Attitudes towards Buying and Maintaining Bicycles
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- Key points
- Increasing recognition among buyers that you get what you pay for
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- Figure 65: Attitudes towards buying and maintaining bicycles, December 2014
- Improved infrastructure could stimulate new bicycle sales
- Fewer than a fifth would pay more for a brand
- Interest-free finance has appeal to a fifth of cyclists
- One in six say important to have bicycles repaired/serviced by qualified mechanics
Appendix – Market Size Forecast
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- Figure 66: UK bicycles market, value forecast scenarios, 2014-19
- Figure 67: UK bicycles market, volume forecast scenarios, 2014-19
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