Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: UK bicycles market by value, 2007-17
- Market factors
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- Figure 2: UK weather trends, 2007-12
- Companies, brands and innovation
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- Figure 3: Leading bicycle suppliers to the UK market, ranked by turnover*
- The consumer
- Just over one in twenty cycle most days
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- Figure 4: Frequency of riding a bicycle, November 2012
- Most people ride for leisure
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- Figure 5: Types of cycling taken part in, November 2012
- Halfords versus the specialists
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- Figure 6: Retailer consideration when purchasing a bicycle, November 2012
- Brand not as important as specification and styling/colour/décor in choice of bicycle
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- Figure 7: Influences on the purchasing decision for bicycles, November 2012
- Electric bikes seen as too expensive and unappealing
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- Figure 8: Attitudes towards electric bicycles, November 2012
- What we think
Issues in the Market
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- How is recent positive exposure impacting on cycling participation and frequency?
- What do buyers look for in a bicycle?
- What types of retailer are best-positioned to capitalise on anticipated market growth?
- Where is demand for electric bicycles likely to come from in the future?
Trend Application
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- Trend: Experience Is All
- Trend: Survival Skills
- Mintel Futures: Brand Intervention
Market Drivers
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- Key points
- Cycling participation bounces back
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- Figure 9: Participation in cycling and mountain biking, 2007-12
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- Figure 10: Paid to watch/watch on TV/read about/looked up on internet/any interest in cycling, mountain biking, 2007-12
- Weather does its best to discourage cycling
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- Figure 11: UK weather trends, 2007-12
- Figure 12: Regional variations in rainfall, 2012
- Boom times for British Cycling
- CTC looks to emphasis the positives
- Sustrans continues to expand National Cycle Network and other work
- Bike Hub levy scheme provides vital funding
- A shift in attitudes towards cycling and cyclists?
- A shift in attitudes towards funding for cycling?
- Changes to NICE guidelines set to stimulate cycling?
- Obesity is still a public health issue
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- Figure 13: Incidence of being overweight or obese, by gender, 2006-11
- Cycle to Work scheme helps spread cost of new bicycles
- Safety still a major deterrent
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- Figure 14: Cycling casualty figures (adults and children), 2007-11
- A case for more anti-theft measures?
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- Figure 15: Trends in reported thefts of bicycles in England & Wales, 2002-12
- Media growth reflects increase in interest
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- Figure 16: UK and RoI average net circulation per issue for major cycling magazine titles, 2011-12
- Sportive boom reinforces road bike popularity
- Fuel and transport fare price increases stimulate cycle commuting
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- Figure 17: UK average fuel prices, November 2007-November 2012
- Unfavourable exchange rates keep pressure on prices
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- Figure 18: Trends in Sterling/Dollar exchange rates, 2007-12
- UK economy fluctuates between growth and decline
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- Figure 19: Trends in quarterly GDP, Q1 2007-Q4 2012
- Consumer confidence remains mired at a low level
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- Figure 20: Trends in UK consumer confidence, January 2010-January 2013
- Figure 21: Trends in the buying of bicycles, by price segment, 2007-12
Who’s Innovating?
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- Key points
- Advanced manufacturing processes to revolutionise bike production?
- A process similar to 3D printing
- A cardboard bicycle?
- Security tracking comes to bicycles
- Integrated design
- Netherlands introduces electric freeway for e-Bikes and e-Scooters
- Olympians seek to exploit their name with bike ranges
- Bluetooth headsets for cyclists
- Smartphone-controlled bicycle breaks cover
Market Size and Forecast
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- Key points
- Cycle to work gains and road bike growth boosts market in 2012
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- Figure 22: UK bicycles market, 2007-17
- Road and commuter cycling to drive future growth
- Forecast
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- Figure 23: UK bicycles value market size forecast, 2007-17
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- Figure 24: UK bicycles volume market size forecast, 2007-17
Segment Performance
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- Key points
- Road bikes show strongest growth in 2012
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- Figure 25: Estimated breakdown of UK bicycles market, by segment, 2011 and 2012
- Electric bicycle sales still at a relatively modest level
Market Share
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- Key points
- Halfords reinforces its market leadership
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- Figure 26: Leading bicycle suppliers to the UK market, ranked by turnover
Companies and Products
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- Industry structure
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- Figure 27: Trends in overseas trade in bicycles, 2007-12
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- Figure 28: Leading sources of imported bicycles, 2012
- Halfords Group plc
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- Figure 29: Key financial data for Halfords Group Plc, 2008-12
- Madison (H Young Holdings plc)
- Specialized (UK) Ltd
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- Figure 30: Key financial data for Specialized UK limited, 2008-11
- Raleigh Holdings Ltd
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- Figure 31: Key financial data for Raleigh Holdings Limited, 2007-11
- Trek Bicycle Corporation Ltd
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- Figure 32: Key financial data for Trek Bicycles Limited, 2007-11
- IBD Bikes UK Ltd (trading as Cycling Sports Group)
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- Figure 33: Key financial data for IBD Bikes UK Ltd, 2010-11
- Giant UK
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- Figure 34: Key financial data for Giant UK limited, 2007-11
- Tandem
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- Figure 35: Key financial data for Tandem Group Cycles (Formerly Falcon Cycles Ltd), 2008-11
- Other suppliers
Channels to Market
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- Key points
- Specialists retain the edge
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- Figure 36: UK Bicycle sales (Unit sales), by distribution channel, 2011-12
- Evans leads the specialists
- Online players see strong growth
Brand Communication and Promotion
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- Key points
- Adspend follows seasonal pattern
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- Figure 37: Monthly trends in advertising expenditure, 2008-12
- Halfords still the largest advertiser
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- Figure 38: Spend by leading advertisers in the bicycles market, 2008-12
- Press accounts for over half of adspend
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- Figure 39: Spend by top 20 advertisers in the bicycles market in the last full 12 months, by media type, January 2012-December 2012
- Advertisers favour specialist cycling magazines
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- Figure 40: Advertising expenditure and number of adverts, by press title, 2012
- Social media adoption mixed among suppliers
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- Figure 41: Numbers of Facebook likes and twitter followers for leading UK bicycle companies, February 2013
- Sponsorship remains key part of many suppliers’ strategies
Frequency of Riding a Bicycle
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- Key points
- More than a fifth of adults cycle once a week or more
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- Figure 42: Frequency of riding a bicycle, November 2012
- Most growth in regular cycling
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- Figure 43: Frequency of riding a bicycle, January 2012 and November 2012
- Men lead the way but almost a third of women now cycle
- Regular cyclists concentrated around urban locations
- Potential to expand the base of female cyclists?
Types of Cycling Taken Part In
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- Key points
- Leisure cycling is most popular form of riding
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- Figure 44: Types of cycling taken part in, November 2012
- Leisure riding has strong female appeal
- Commuting: it’s a man thing
- Functional riding is most frequent type of cycling
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- Figure 45: Types of cycling taken part in, by most popular frequency of riding a bicycle, November 2012
- Figure 46: Types of cycling taken part in, by next most popular frequency of riding a bicycle, November 2012
- Commuters and off-roaders are most versatile cyclists
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- Figure 47: Types of cycling taken part in, by types of cycling taken part in, November 2012
Retailer Consideration
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- Key points
- Physical stores still the preferred choice for buying a bicycle
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- Figure 48: Retailer consideration when purchasing a bicycle, November 2012
- Generalists like Halfords have mass-market appeal
- Younger, more affluent buyers are most likely to consider specialists
- Most frequent riders have preference for specialists
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- Figure 49: Retailer consideration when purchasing a bicycle, by most popular frequency of riding a bicycle, November 2012
- Figure 50: Retailer consideration when purchasing a bicycle, by next most popular frequency of riding a bicycle, November 2012
- Specialists score highly with commuters
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- Figure 51: Retailer consideration when purchasing a bicycle, by types of cycling taken part in, November 2012
- Halfords versus the specialists
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- Figure 52: Retailer consideration when purchasing a bicycle, by most popular retailer consideration when purchasing a bicycle, November 2012
- Figure 53: Retailer consideration when purchasing a bicycle, by next most popular retailer consideration when purchasing a bicycle, November 2012
- Toy and catalogue stores more of a factor in children’s bicycles segment
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- Figure 54: Retailer consideration when buying bicycles for child, November 2012
Influences on the Purchasing Decision for Bicycles
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- Key points
- Specification and styling more important than brand
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- Figure 55: Influences on the purchasing decision for bicycles, November 2012
- What women want
- What men want
- Catalogue shoppers are the most price-conscious
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- Figure 56: Influences on the purchasing decision for bicycles, by most popular retailer consideration when purchasing a bicycle, November 2012
- Figure 57: Influences on the purchasing decision for bicycles, by next most popular retailer consideration when purchasing a bicycle, November 2012
- Lapsed cyclists more concerned than average about affordability and after-sales support
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- Figure 58: Influences on the purchasing decision for bicycles, by most popular frequency of riding a bicycle, November 2012
- Figure 59: Influences on the purchasing decision for bicycles, by next most popular frequency of riding a bicycle, November 2012
- Leisure riders place importance on affordability
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- Figure 60: Influences on the purchasing decision for bicycles, by types of cycling taken part in, November 2012
Attitudes Towards Electric Bicycles
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- Key points
- Cost and lack of appeal are main objections to electric bicycles
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- Figure 61: Attitudes towards electric bicycles, November 2012
- Is design key to overcoming lack of appeal?
- Older consumers persuaded of the fitness benefits of using an electric bicycle
- Lapsed and non-riders most likely to find electric bicycles unappealing
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- Figure 62: Attitudes towards electric bicycles, by most popular frequency of riding a bicycle, November 2012
- Figure 63: Attitudes towards electric bicycles, by next most popular frequency of riding a bicycle, November 2012
- Commuters see possibilities of longer journeys/commutes
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- Figure 64: Attitudes towards electric bicycles, by types of cycling taken part in, November 2012
- Interested buyers also attach importance to after-sales support
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- Figure 65: Attitudes towards electric bicycles, by most popular influences on the purchasing decision for bicycles, November 2012
- Figure 66: Attitudes towards electric bicycles, by next most popular influences on the purchasing decision for bicycles, November 2012
Appendix – Market Size and Forecast
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- Figure 67: UK bicycles value market size forecast scenarios, 2012-17
- Figure 68: UK bicycles volume market size forecast scenarios, 2012-17
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Appendix – Frequency of Riding a Bicycle
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- Figure 69: Most popular frequency of riding a bicycle, by demographics, November 2012
- Figure 70: Next most popular frequency of riding a bicycle, by demographics, November 2012
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Appendix – Types of Cycling Taken Part In
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- Figure 71: Types of cycling taken part in, by demographics, November 2012
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Appendix – Retailer Consideration
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- Figure 72: Most popular retailer consideration when purchasing a bicycle, by demographics, November 2012
- Figure 73: Next most popular retailer consideration when purchasing a bicycle, by demographics, November 2012
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- Figure 74: Retailer consideration when buying bicycles for child, by demographics, November 2012
- Figure 75: Retailer consideration when buying bicycles for child, by retailer consideration when buying bicycles for child, November 2012
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Appendix – Influences on the Purchasing Decision for Bicycles
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- Figure 76: Most popular influences on the purchasing decision for bicycles, by demographics, November 2012
- Figure 77: Next most popular influences on the purchasing decision for bicycles, by demographics, November 2012
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- Figure 78: Influences on the purchasing decision for bicycles, by retailer consideration when buying bicycles for child, November 2012
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Appendix – Attitudes Towards Electric Bicycles
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- Figure 79: Most popular attitudes towards electric bicycles, by demographics, November 2012
- Figure 80: Next most popular attitudes towards electric bicycles, by demographics, November 2012
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- Figure 81: Attitudes towards electric bicycles, by most popular retailer consideration when purchasing a bicycle, November 2012
- Figure 82: Attitudes towards electric bicycles, by next most popular retailer consideration when purchasing a bicycle, November 2012
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- Figure 83: Attitudes towards electric bicycles, by most popular attitudes towards electric bicycles, November 2012
- Figure 84: Attitudes towards electric bicycles, by next most popular attitudes towards electric bicycles, November 2012
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