Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- Lifestage and Special Groups
- ACORN
- Abbreviations
Premier Insight
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- Riding to work – try before you buy
- Go for growth in ‘grey’ cycling
- Rekindle interest amongst the 20s market
- Which way is the cycleway?
Summary of Key Report Findings
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- Bike sales: high-end strength keeps market steady
- Mountain bikes’ market share races downhill…
- …while hybrids begin to bloom
- Major players continue to dominate…
- …but troubles at Concept highlight market fragility
- Supermarkets fail to sweep up independents’ business
- Cycling promotion gaining speed…
- …but better road safety is the best advert of all
- Men cycle for fitness and function, women cycle for fun
- Can many small incentives outweigh a single, big disincentive?
Economic and Demographic Factors
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- Economic factors
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- Figure 1: Trends in personal disposable income and consumer expenditure, 2000-10
- Demographic factors
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- Figure 2: Trends in the age structure of the UK population, by gender, 2000-10
- Socio-economic groups
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- Figure 3: Travel by household income quintile and main mode (trips per person per year), 2004
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- Figure 4: Forecast adult population trends, by socio-economic group, 2000-10
- Lifestage
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- Figure 5: Forecast adult population trends, by socio-economic group, 2000-10
Cycling as a Sport and Leisure Activity
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- Figure 6: Interest in named sports/pastimes among UK adults, 2002-05
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- Figure 7: Regular participation in sports, 2002-05
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- Figure 8: British Cycling membership numbers, 1993-2005
- Cycling media
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- Figure 9: Cycling magazine circulations, 2004
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Characteristics of the Cycling Market
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- Figure 10: Bicycle trips per person per year, by age and gender, 2004
- Cycling as a mode of transport
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- Figure 11: Average trips per person per year, by mode of transport, 2002-04
- Duration of trips
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- Figure 12: Length of trip (cumulative percentage), by mode of transport, 2004
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- Figure 13: Average trip length (all modes), by purpose of trip, 1992/94-2004
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- Figure 14: Frequency of bicycle use, 1989/91-2003
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- Figure 15: Main mode of transport to work (autumn), 1993-2003
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- Figure 16: Trips to and from school (percentage), by main mode, 1992/94-2004
- Safety
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- Figure 17: Number of road traffic accident fatalities, 1993-2003
- Crime
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- Figure 18: Theft of bicycles, 1981-2004/05
- Health of the nation
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- Figure 19: Incidence of being overweight or obese among men and women, by age group, 1999 and 2003
- Access
- Access to cycling facilities
- Access to bicycles
- Competition from other leisure products
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Political Factors
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- Legislative factors
- Road Safety Bill
- School Transport Bill
- Green Transport Plan/‘Cycle to Work’ schemes
- VAT on bicycles
- Policy factors
- National Cycling Strategy/Cycling England
- Walking and Cycling: an Action Plan
- Links to School programme
- Foreign policy
- Promotion
- Product development
- Weather
Market Size and Segmentation
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- Market size
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- Figure 20: UK sales of bicycles (estimated), 2000-05
- Market segmentation
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- Figure 21: Sales of bicycles, by market segment, 2000-04
- Figure 22: Sales of bicycles, by market segment, 2004
The Supply Structure
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- Figure 23: Domestic production and overseas trade in bicycles, 2000-04
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- Figure 24: Bicycle market shares, by leading brands, 2000-04
- Concept Cycling Group Ltd
- Giant (UK) Ltd
- Halfords Ltd
- Moore Large & Co
- Professional Cycle Manufacturing Ltd
- Raleigh Cycle Ltd
- Saracen Cycles Ltd
- Tandem Group Ltd
- Trek Bicycle Corporation Ltd
- Universal Cycles Ltd
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Distribution
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- Figure 25: Bicycle sales (volume), by distribution channel, 2002-05
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Advertising and Promotion
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- Bike Week
- Bike Hub
- Go-Ride
- Brand and product marketing
The Consumer
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- Young consumers
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- Figure 26: Ownership of bicycles by youths aged 7-14-years-old, 2004
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- Figure 27: Amount of say in choosing bicycle, youths aged 11-14-years-old, 2004
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- Figure 28: Who paid for bicycle, youths aged 11-14-years-old, 2004
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- Figure 29: Bicycle usage of youths aged 11-14-years-old, by purpose, 2004
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- Figure 30: Frequency of cycling among youths aged 11-14-years-old, 2004
- Adult consumers
- Usage and ownership
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- Figure 31: Bicycle ownership, by type of bicycle, May 2005
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- Figure 32: Types of bicycle held in household, 1990-2005
- Profiles of bicycle owners
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- Figure 33: Bicycle ownership, by gender, age and socio-economic group, May 2005
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- Figure 34: Bicycle ownership, by region, ACORN categories, employment and marital status, May 2005
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- Figure 35: Bicycle ownership, by age of children and lifestage groups, May 2005
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- Figure 36: Bicycle ownership, by media and grocery store usage, May 2005
- Cross-ownership of the most popular bicycles
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- Figure 37: Cross-ownership of bicycles, May 2005
Consumer Attitudes and Typologies
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- Attitudes towards cycling
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- Figure 38: Attitudes towards cycling, 2003 and 2005
- Cycling attitudes by bike ownership
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- Figure 39: Attitudes towards cycling, by ownership* and usage status, May 2005
- Bicycle usage
- Reasons for cycling
- Barriers to cycling
- Consumer Typologies
- Regular Riding Fanatics (6% of sample or 2.9 million adults aged 15+)
- Occasionally Fit (13% of sample or 6.4 million adults aged 15+)
- Recreational Riders (13% of sample or 6.4 million adults aged 15+)
- Safety Cyclists (10% of sample or 4.9 million adults aged 15+)
- Hard Targets (59% of sample or 29.0 million adults aged 15+)
- Bicycle target groups by demographic analysis
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- Figure 40: Bicycle target groups, by age, gender and socio-economic status, May 2005
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- Figure 41: Bicycle target groups, by region and ACORN classification, employment and marital status, May 2005
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- Figure 42: Bicycle target groups, by children in household and detailed lifestage groups, May 2005
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- Figure 43: Demographic analysis of bicycle target groups, by media use and store used for grocery shopping preference, May 2005
- Bicycle ownership by typologies
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- Figure 44: Type of bicycle possessed in household, by bicycle target group, May 2005
- Attitudes to cycling by typologies
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- Figure 45: Attitudes towards cycling, by bicycle target group, May 2005
- Multiple bike ownership by attitudes and segment
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- Figure 46: Bicycle ownership by number of cycles owned, May 2005
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- Figure 47: Attitudes towards cycling by number of cycles owned, May 2005
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- Figure 48: Typologies by number of cycles owned, May 2005
The Consumer – Detailed Demographics
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- Attitudes by demographics
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- Figure 49: Attitudes towards cycling, by gender, age and socio-economic group, May 2005
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- Figure 50: Attitudes towards cycling, by region, ACORN group, working and marital status, May 2005
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- Figure 51: Attitudes towards cycling, by age of children and lifestage, May 2005
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- Figure 52: Attitudes towards cycling, by media and grocery store usage, May 2005
- Next most popular attitudes
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- Figure 53: Attitudes towards cycling, by gender, age and socio-economic groups, May 2005
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- Figure 54: Attitudes towards cycling, by region, ACORN group, working and marital status, May 2005
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- Figure 55: Attitudes towards cycling, by age of children and lifestage, May 2005
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- Figure 56: Further Attitudes towards cycling, by media and grocery store usage, May 2005
- Numbers of bicycles per household
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- Figure 57: Number of cycles owned, by gender, age and socio-economic group, May 2005
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- Figure 58: Number of cycles owned, by region, ACORN group, working and marital status, May 2005
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- Figure 59: Number of cycles owned, by age of children and lifestage, May 2005
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- Figure 60: Number of cycles owned, by media and grocery store usage, May 2005
The Future
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- Cycling’s appeal expected to increase…
- …but road safety fears to remain the major disincentive to ride
- Government policy to be a major influence
- Grey cycling could keep the industry in the black
- Hybrid market to continue to grow…
- …but decline in mountain bike sector expected to steady
- Safety in numbers for IBDs
Forecast
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- Figure 61: Forecast sales of bicycles, by value, 2005-10
- Figure 62: Forecast sales of bicycles, by volume, 2005-10
- Ownership vs usage
- Children of the future
- Safety First
- Factors incorporated in the forecast
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