Table of Contents
Executive Summary
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- Bicycle market slows in 2015
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- Figure 1: UK bicycles market, 2010-20
- Weekly cycling participation has grown but signs of slowdown
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- Figure 2: Trends in weekly and monthly cycling participation*, 2010/11-2014/15
- Bicycle supply is extremely fragmented
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- Figure 3: Leading bicycle suppliers to the UK market, ranked by UK bicycle sales values*, 2014
- Mountain bikes boosted by renewed innovation
- Participation continues to grow
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- Figure 4: Trends in cycling participation, 2013-15*
- Road cycling accounts for nearly half of all time spent cycling
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- Figure 5: Mix of time spent cycling, by different types of terrain (mean scores), November 2015
- Women are far less engaged than men with cycling
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- Figure 6: Engagement with cycling, by gender, November 2015
- Mountain bikes the most popular bicycle owned by cyclists
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- Figure 7: Type of bicycle owned, by cycling participation, November 2015
- Mountain and road bikes most likely purchases in the next year
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- Figure 8: Bicycles plan to buy in next 12 months, by cycling participation, November 2015
- Almost half of road bike buyers intend to specify disc brakes
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- Figure 9: Selected features bicycle buyers would like, by type of bicycle plan to buy, November 2015
- Added-value services influence people planning to buy a new bicycle
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- Figure 10: Most important factors when choosing a retailer for a new bicycle, November 2015
- What we think
Issues and Insights
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- How can manufacturers and their dealers counter the threat from online competition?
- The facts
- The implications
- Can gravel/multipurpose bikes go mainstream?
- The facts
- The implications
The Market – What You Need to Know
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- Bicycle market slows in 2015
- Road bike popularity halo effect boosts mountain bike sales
- Weekly cycling participation has grown but signs of slowdown
- Cycling accident data underlines need for safer cycling infrastructure
- Government struggles to maintain investment in cycling infrastructure
Market Size and Forecast
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- Market slows in 2015
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- Figure 11: UK bicycles market, 2010-20
- Forecast
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- Figure 12: UK bicycles market forecast, by value, 2010-20
- Figure 13: UK bicycles market forecast, by volume, 2010-20
Segment Performance
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- Road bike popularity halo effect boosts mountain bike sales
- Over-supply hits some segments of road bike sector
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- Figure 14: Estimated breakdown of UK bicycles market, by segment, 2014 and 2015
- E-bike demand continues to grow
Market Drivers
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- Cycling participation has grown in past five years but signs of slowdown
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- Figure 15: Trends in weekly and monthly cycling participation*, 2010/11-2014/15
- Sizeable regional variations in participation
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- Figure 16: Proportion of residents who do any cycling at least once per month: England, by region, 2013/14
- Indifferent summer weather impacted on bicycle sales in 2015
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- Figure 17: Trends in hours of sunshine in the UK, by month, 2014 and 2015
- Cycle to Work scheme continues to stimulate bicycle sales
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- Figure 18: Trends in number of Cycle to Work scheme certificates issued and new users*, 2011-15
- Cycling accident data underlines need for safer cycling infrastructure
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- Figure 19: Trends in cyclist accident casualty figures, 2010-14
- Cycle commuting continues to grow
- Government struggles to maintain investment in cycling infrastructure
- Exchange rate movement will result in price rises
Key Players – What You Need to Know
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- Bicycle supply is extremely fragmented
- Mountain bikes boosted by renewed innovation
- Gravel bikes coming to the fore
- Aero is key area of focus for road bike innovation
- Halfords maintains position as largest bicycle retailer in UK
- Wiggle and Chain Reaction Cycles merger creates a new online threat
Market Share
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- Bicycle supply is extremely fragmented
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- Figure 20: Leading bicycle suppliers to the UK market, ranked by UK bicycle sales values*, 2014
Launch Activity and Innovation
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- Mountain bikes boosted by renewed innovation
- E-mountain bikes have potential to broaden appeal
- Gravel bikes coming to the fore
- Aero is key area of focus for road bike innovation
- 1x11 set to take off in road bikes sector?
Channels to Market
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- Halfords maintains position as largest bicycle retailer in UK
- Wiggle and Chain Reaction Cycles merger creates a new online threat
- Evans is leading specialist chain
- Direct selling channel benefits from buyers’ desire for value
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- Figure 21: UK bicycle sales (units), by distribution channel, 2013-15
The Consumer – What You Need to Know
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- Participation continues to grow
- Road cycling accounts for nearly half of all time spent cycling
- Commuting growth shifts greater focus to urban/suburban riding
- Leisure riding most popular but quarter of time is spent commuting
- Women are far less engaged than men with cycling
- Racing on TV offers a way to reach less frequent cyclists
- Mountain bikes the most popular bicycle owned by cyclists
- Purchase intentions highest among most frequent cyclists
- Almost half of road bike buyers intend to specify disc brakes
- Added-value services influence people planning to buy a new bicycle
Cycling Participation
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- Participation continues to grow
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- Figure 22: Trends in cycling participation, 2013-15*
- Women’s participation shows strongest growth
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- Figure 23: Trends in cycling participation, by gender, 2013-15*
- Opportunity to develop women’s frequency of cycling
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- Figure 24: Frequency of cycling participation, by gender, November 2015
Types of Cycling Done
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- Road cycling accounts for nearly half of all time spent cycling
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- Figure 25: Mix of time spent cycling, by different types of terrain (mean scores), November 2015
- Commuting growth shifts greater focus to urban/suburban riding
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- Figure 26: Mix of time spent cycling, by different types of landscape (mean scores), November 2015
- Leisure riding most popular but quarter of time is spent commuting
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- Figure 27: Mix of time spent cycling, by different types of cycling (mean scores), November 2015
Engagement with Cycling
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- Women are far less engaged than men with cycling
- Cycling has a strong social element
- Racing on TV offers a way to reach less frequent cyclists
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- Figure 28: Engagement with cycling, by gender, November 2015
Type of Bicycle Owned
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- Mountain bikes the most popular bicycle owned by cyclists
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- Figure 29: Type of bicycle owned, by cycling participation, November 2015
Bicycle Purchasing Plans
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- Solid levels of purchasing intent for the next 12 months
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- Figure 30: Bicycle purchasing plans, by type of bicycle, November 2015
- Purchase intentions highest among most frequent cyclists
- One bike for all?
- Lapsed potential cyclists looking for comfort
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- Figure 31: Bicycles plan to buy in next 12 months, by cycling participation, November 2015
- Nearly one in five road bike owners have plans to buy a new road bike
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- Figure 32: Bicycles plan to buy in next 12 months, by type of bicycle currently personally owned, November 2015
Key Features for Future Purchases
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- Versatility is the key feature for consumers
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- Figure 33: Selected features bicycle buyers would like, November 2015
- Almost half of road bike buyers intend to specify disc brakes
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- Figure 34: Selected features bicycle buyers would like, by type of bicycle plan to buy, November 2015
- Most frequent riders also keenest on specifying latest tech
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- Figure 35: Selected features bicycle buyers would like, by cycling participation, November 2015
Factors Influencing Retailer Choice
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- Added-value services influence people planning to buy a new bicycle
- Personalisation and customisation are expected
- Retailers need to highlight their expertise and product knowledge
- Bike shops need to become bike hubs
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- Figure 36: Most important factors when choosing a retailer for a new bicycle, November 2015
Appendix – Definitions, Data Source and Abbreviations
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- Market size forecast scenarios
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- Figure 37: UK bicycles market, value forecast scenarios, 2015-20
- Figure 38: UK bicycles market, volume forecast scenarios, 2015-20
- Definitions
- Data sources
- Abbreviations
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