Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- Economy and legislative changes suppress market for now
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- Figure 1: UK bicycle sales volumes, 2006-16
- Market factors
- Companies, products and innovation
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- Figure 2: Leading bicycle suppliers to the UK market, ranked by turnover*, 2010
- The consumer
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- Figure 3: Frequency of participation in cycling, January 2012
- Figure 4: Involvement in cycling, January 2012
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- Figure 5: Attitudes towards cycling, January 2012
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- Figure 6: Cycling motivations, January 2012
- Figure 7: Cycling target groups, January 2012
- What we think
Issues in the Market
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- What, if anything, can the industry do to counter peaks and troughs in demand?
- What can be done to overcome consumer fears about the danger of cycling on the roads?
- What are the factors holding back further growth in the cycle commuting sector?
- What can the industry do to capitalise on growing numbers of older people?
Future Opportunities
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- Trend: Experience is All
- Trend: Herbivore, Carnivore…Locavore
Internal Market Environment
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- Key points
- Cycling drops off after severe weather
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- Figure 8: Participation in cycling and mountain biking, 2007-11
- Interest falls but TV viewing rises
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- Figure 9: Paid to watch/watch on TV/read about/looked up on internet/any interest in cycling, mountain biking, 2007-11
- Broad cross-section of organisations pushing cycling
- British Cycling membership on the increase
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- Figure 10: British Cycling membership numbers, 2008-12
- Cyclists’ Touring Club (CTC)
- National Cycling Network
- Cycle to Work schemes struggle to deal with negative publicity
- ACT pushes the expert angle
- Thefts rise in hard times
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- Figure 11: Trends in reported thefts of bicycles, England and Wales, 1981-2010/11
- High levels of bicycle ownership don’t carry through to adulthood
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- Figure 12: Bicycle ownership, by age, 2008/10*
- Most people are infrequent cyclists
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- Figure 13: Frequency of bicycle use, 2000-10*
- Commuting and leisure riding most popular cycling trips
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- Figure 14: Trips by bicycle per person per year, by purpose, 2004-10
- Figure 15: Miles per trip by bicycle per person per year, by purpose, 2010
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- Figure 16: Where usually cycled, 2002-10
- Proliferation of cycling titles
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- Figure 17: Total average net circulation per issue for major cycling magazine titles, 2010 and 2011*
- Sportives boost road bike sector
- Safety still big deterrent
- Train companies continue to try to encourage cycle-rail commuting
- Government abolition of Cycling England harms co-ordination of cycling strategy
Broader Market Environment
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- Key points
- Weak economy starves leisure market of cash
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- Figure 18: GDP, PDI, consumer expenditure and savings, at constant 2011 prices, 2006-16
- Figure 19: GDP quarterly percentage change, Q1 2006-Q4 2011
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- Figure 20: Trends in UK consumer confidence, January 2008-January 2012
- Figure 21: Trends in the buying of bicycles, by price segment, 2007-11
- Young professionals growth could boost bicycle sales
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- Figure 22: Trends in the age structure of the UK population, 2006-16
- ABC1C2 growth is positive for the bicycles market
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- Figure 23: Forecast adult population trends, by socio-economic group, 2006-16
- Retired growth offers scope for safe off-road cycling?
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- Figure 24: Forecast adult population trends, by lifestage, 2006-16
- Higher fuel prices fan the cycling fire
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- Figure 25: UK average fuel prices, November 2006-November 2011
- Health needs can drive demand for cycling too
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- Figure 26: Incidence of being overweight or obese, by gender, 2006-10
- Weather plays important role
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- Figure 27: UK weather trends, 2006-11
- Exchange rates cause headaches for suppliers
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- Figure 28: Trends in Sterling/Dollar exchange rates, 2006-11
Competitive Context
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- Key points
- Cycling is most popular outdoor sport
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- Figure 29: Most popular participation and spectator sports, 2011
- Figure 30: Top five sports/activities played or taken part in regularly, 2006-11
- Electric bikes offer competition for more traditional bicycles
Who’s Innovating?
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- Key points
- Car manufacturers look to e-bikes
- An electric mountain bike?
- Retro-fit e-bike kits could have huge potential
- Sub-£1,000 pricing brings e-bikes within scope of Cycle to Work schemes
- Bamboo emerges as alternative material for frames
- Cycling facilities offer chance for safer recreation
- Barclays Cycle Hire scheme expands London cycling
- Electric bike rental from Hertz
- Stirling Bike Train commute aims to tempt commuters from cars
- Electronic gear shifting comes within reach of the enthusiast
- No Logo is antithesis of brand snobbery
Market Size and Forecast
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- Key points
- Market dips slightly in 2011 as austerity and Cycle to Work changes hit demand
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- Figure 31: UK bicycles market, 2006-16
- Market set to stabilise in 2012
- Alternative sourcing strategies on the cards?
- Forecast
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- Figure 32: Forecast for UK bicycles market value, 2006-16
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- Figure 33: Forecast for UK bicycles market volume, 2006-16
Segment Performance
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- Key points
- Hybrid/commuter bicycles drive sales
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- Figure 34: Estimated breakdown of UK bicycles market, by segment, 2009 and 2011
Market Share
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- Key points
- Halfords leads the way
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- Figure 35: Leading bicycle suppliers to the UK market, ranked by turnover, 2010
Companies and Products
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- Key points
- Industry structure
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- Figure 36: Trends in overseas trade in bicycles, 2007-11
- Figure 37: Leading sources of imported bicycles, 2011
- Halfords Group plc
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- Figure 38: Key financial data for Halfords Group Plc, 2007-11
- Specialized (UK) Ltd
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- Figure 39: Key financial data for Specialized UK limited, 2007-10*
- Giant Bicycles (UK)
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- Figure 40: Key financial data for Giant UK limited, 2006-10
- Raleigh Holdings Ltd
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- Figure 41: Key financial data for Raleigh Holdings Limited, 2006-10
- Tandem Group plc
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- Figure 42: Key financial data for Tandem Group Plc, 2007-11
- Trek Bicycle Corporation Ltd
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- Figure 43: Key financial data for Trek Bicycles Limited, 2006-10
- Universal Cycles Ltd
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- Figure 44: Key financial data for Universal Cycles Limited, 2006-11
- Other suppliers
Channels to Market
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- Key points
- Specialists retain hold on sales
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- Figure 45: Bicycle sales (unit sales), by distribution channel, 2011
- Evans is largest specialist
- Online players extend reach
Brand Communication and Promotion
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- Key points
- Seasonal peaks in spending on promotion
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- Figure 46: Monthly trends in advertising expenditure, 2007-11
- Figure 47: Advertising expenditure in the bicycles market, 2007-11
- Figure 48: Spend by top 20 advertisers in the bicycles market in the last full 12 months, by media type, December 2010-November 2011
Frequency of Cycling Participation
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- Key points
- A third of adults cycle
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- Figure 49: Frequency of participation in cycling, January 2012
Involvement in Cycling
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- Key points
- Over two fifths of cyclists also drive
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- Figure 50: Involvement in cycling, January 2012
- Frequent cyclists more likely to wear helmets
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- Figure 51: Involvement in cycling, by most popular frequency of participation in cycling, January 2012
- Figure 52: Involvement in cycling, by next most popular frequency of participation in cycling, January 2012
Attitudes Towards Cycling
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- Key points
- Much positivity associated with cycling but perceived dangers deter
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- Figure 53: Attitudes towards cycling, January 2012
- Over a third of daily cyclists agree it’s too dangerous to cycle on the roads
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- Figure 54: Attitudes towards cycling, by most popular frequency of participation in cycling, January 2012
- Figure 55: Attitudes towards cycling, by next most popular frequency of participation in cycling, January 2012
Cycling Motivations
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- Key points
- Fitness and fun biggest motivations for cycling
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- Figure 56: Cycling motivations, January 2012
- Fitness the biggest motivator for lapsed cyclists
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- Figure 57: Cycling motivations, by most popular frequency of participation in cycling, January 2012
- Figure 58: Cycling motivations, by next most popular frequency of participation in cycling, January 2012
Cycling Targeting Opportunities
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- Key points
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- Figure 59: Cycling target groups, January 2012
- Rebel riders
- Route riders
- Bench riders
- Unchained
- Rebel riders most likely to be regular cyclists
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- Figure 60: Frequency of participation in cycling, by cycling target groups, January 2012
- Route riders most likely to wear helmets
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- Figure 61: Involvement in cycling, by cycling target groups, January 2012
- Rebel riders have highest level of bicycle purchasing
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- Figure 62: Bicycle buying behaviour in the past 12 months, by cycling target groups, January 2012
- Route riders keenest advocates of cycling
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- Figure 63: Cycling motivations, by cycling target groups, January 2012
Appendix – Internal Market Environment
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- Figure 64: Reported road casualties by bicycles in Great Britain, by severity, 2005-10
- Figure 65: Reported road accident casualties, by road user type, 2005-10*
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Appendix – Market Size and Forecast
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- Figure 66: Forecast for UK bicycles market value, 2011-16
- Figure 67: Forecast for UK bicycles market volume, 2011-16
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Appendix – Frequency of Cycling Participation
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- Figure 68: Most popular frequency of participation in cycling, by demographics, January 2012
- Figure 69: Next most popular frequency of participation in cycling, by demographics, January 2012
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Appendix – Involvement in Cycling
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- Figure 70: Most popular involvement in cycling, by demographics, January 2012
- Figure 71: Next most popular involvement in cycling, by demographics, January 2012
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- Figure 72: Involvement in cycling, by most popular involvement in cycling, January 2012
- Figure 73: Involvement in cycling, by next most popular involvement in cycling, January 2012
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Appendix – Attitudes Towards Cycling
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- Figure 74: Most popular attitudes towards cycling, by demographics, January 2012
- Figure 75: Next most popular attitudes towards cycling, by demographics, January 2012
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- Figure 76: Attitudes towards cycling, by most popular attitudes towards cycling, January 2011
- Figure 77: Attitudes towards cycling, by next most popular attitudes towards cycling, January 2011
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- Figure 78: Attitudes towards cycling, by most popular involvement in cycling, January 2012
- Figure 79: Attitudes towards cycling, by next most popular involvement in cycling, January 2012
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- Figure 80: Attitudes towards cycling, by new bicycle buying behaviour in the past 12 months, January 2012
- Figure 81: Attitudes towards cycling, by second-hand bicycle buying behaviour in the past 12 months, January 2012
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Appendix – Cycling Motivations
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- Figure 82: Cycling motivations, by demographics, January 2012
- Figure 83: Cycling motivations, by most popular involvement in cycling, January 2012
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- Figure 84: Cycling motivations, by next most popular involvement in cycling, January 2012
- Figure 85: Cycling motivations, by new bicycle buying behaviour in the past 12 months, January 2012
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- Figure 86: Cycling motivations, by second-hand bicycle buying behaviour in the past 12 months, January 2012
- Figure 87: Cycling motivations, by most popular agreement with attitudes towards cycling, January 2012
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- Figure 88: Cycling motivations, by next most popular agreement with attitudes towards cycling, January 2012
- Figure 89: Cycling motivations, by most popular cycling motivations, January 2012
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- Figure 90: Cycling motivations, by next most popular cycling motivations, January 2012
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Appendix – Cycling Targeting Opportunities
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- Figure 91: Cycling target groups, by demographics, January 2012
- Figure 92: Attitudes towards cycling, by cycling target groups, January 2012
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- Figure 93: Frequency of participation in cycling, by cycling target groups, January 2012
- Figure 94: Involvement in cycling, by cycling target groups, January 2012
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- Figure 95: Bicycle buying behaviour in the past 12 months, by cycling target groups, January 2012
- Figure 96: Cycling motivations, by cycling target groups, January 2012
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