Table of Contents
Executive Summary
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- Market shows signs of recovery after poor 2015
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- Figure 1: UK bicycles market, 2011-21
- Growth in appetite for e-bikes
- Halfords continues to dominate and expand
- Participation levels are fairly stable but show signs of decline
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- Figure 2: Trends in weekly and monthly cycling participation*, 2010/11-2015/16
- Women cycling less but room to increase participation levels
- Cycling is more than just riding a bike to most
- Group events more popular than cycling competitions
- Mountain bikes still the UK’s chosen bike while gravel and e-bikes rise in popularity
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- Figure 3: Bicycle ownership and consideration, November 2016.
- What we think
Issues and Insights
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- How can more people be encouraged to cycle?
- The facts
- The implications
- How can independent bike shops survive with the continued growth of online and direct-to-consumer retail models?
- The facts
- The implications
The Market – What You Need to Know
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- Market shows signs of recovery after poor 2015
- E-bikes go from strength to strength
- Halfords continues to dominate market and expand
- Brands continue to merge
- GO Outdoors expands to challenge market leaders
- Brexit will see bike prices rise due to weak Pound
Market Size and Forecast
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- Market shows signs of recovery after poor 2015
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- Figure 4: UK bicycles market, 2011-21
- Forecast
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- Figure 5: UK bicycles market forecast, by value, 2011-21
- Figure 6: UK bicycles market forecast, by volume, 2011-21
Segment Performance
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- E-bikes go from strength to strength
- New category increases segmentation
- Sportive bikes continue to prove popular
Channels to Market
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- Halfords continues to dominate market and expand
- GO Outdoors expands to challenge market leaders
- Sportives a hit for Ribble Cycles
- Brexit will see bike prices rise due to weak Pound
- UK manufacturing increases
Market Drivers
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- Cycling as a sport shows signs of decline
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- Figure 7: Trends in weekly and monthly cycling participation*, 2010/11- 2015/16
- Olympics boosts cycle sales
- E-bikes go from strength to strength
- Summer sunshine helps sales
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- Figure 8: Trends in rainfall in the UK, by month, 2016 and 2007-16 average
- Overall decline in cycling casualties but vast regional variances
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- Figure 9: Trends in cyclist accident casualty figures, 2010-15
- Business get behind bicycles
- Broader benefits of cycling more understood
- British Cycling gets more women in the saddle
Regulatory and Legislative Changes
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- Reducing HGVs from London roads
- Activist win should help increase cycling funding
Key Players – What You Need to Know
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- Halfords continues to dominate market and expand
- Brands continue to merge
- GO Outdoors expands to challenge market leaders
- WiggleCRC to cut 300 jobs
- E-bike innovations and rollout
Market Share
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- Halfords continues to dominate market and expand
- Ribble Cycles makes Olympic gains
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- Figure 10: Leading bicycle suppliers to the UK market, ranked by UK bicycle sales values*, 2015
Competitive Strategies
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- Halfords buys online retailers Tredz and Wheelies
- Brands continue to merge
- Retailers targeting female cyclists
- GO Outdoors expands to challenge market leaders
- WiggleCRC to cut 300 jobs
Launch Activity and Innovation
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- E-bike innovations and rollout
- Superhighways transform the capital
- Airbnb for bikes comes to the UK
- London’s Boris Bikes get a revamp
- More innovations in anti-theft devices
- Disc brakes continue to divide and conquer
- Tyres go wide and tubeless
- Cyclists get a boost with power meters
The Consumer – What You Need to Know
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- Participation levels are fairly stable but show signs of decline
- Women cycling less but room to increase participation levels
- Road cycling still dominant
- Cycling is more than just riding a bike to most
- Group events more popular than cycling competitions
- Halfords the most popular choice of retailer
- Mountain bikes still the UK’s chosen bike while gravel and e-bikes rise in popularity
- Mudguards and multi-use tyres most popular features for UK cyclists while carbon-fibre and disc brakes key for enthusiasts
Cycling Participation
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- Participation levels are fairly stable but show signs of decline
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- Figure 11: Trends in cycling participation, 2013-16*
- Barriers to participation are still apparent but most see the benefits of cycling
- Women cycling less but room to increase participation levels
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- Figure 12: Cycling participation classification, by gender, 2015 and 2016
Cycling Environment
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- Road cycling still dominant
- Older consumers prefer roads while younger cyclists are less decisive
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- Figure 13: Mix of time spent cycling, by different types of terrain (mean scores), November 2016
- Rural cycling slightly less common than urban
- Men spend more time cycling in urban areas
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- Figure 14: Mix of time spent cycling, by different types of landscape (mean scores), November 2016
- Weekend cycling more common than weekday
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- Figure 15: Mix of time spent cycling, by days of the week (mean scores), November 2016
Reasons for Cycling
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- Cycling for leisure far more common than commuting
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- Figure 16: Mix of time spent cycling, by different types of cycling (mean scores), November 2016
Participation in Cycling-related Activities
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- Cycling is more than just riding a bike to most
- Watching cycling on TV the most popular activity for cyclists
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- Figure 17: Participation in cycling-related activities, November 2016.
- Group events more popular than cycling competitions
- Nearly a quarter of young male cyclists play other sports
Bicycle Ownership and Consideration
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- Mountain bikes still the UK’s chosen bike but ownership is in decline
- Gravel and e-bikes rise in popularity
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- Figure 18: Bicycle ownership, 2015 and 2016
- A third of London’s cyclists own three or more bikes
- Competitive cyclists have the largest hoard
- UK cyclists consider a broad range of bikes
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- Figure 19: Bicycle ownership and consideration, November 2016.
Bicycle Feature Ownership and Consideration
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- Mudguards and multi-use tyres most popular features for UK cyclists
- A fifth of cyclists have a carbon-fibre frame
- Disc brakes likely to become mainstream
- Electric gears still less common than mechanical
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- Figure 20: Bicycle add-ons ownership and consideration, November 2016
Retailer Consideration
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- Halfords the most popular choice of retailer
- The majority of consumers would shop around for a new bike
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- Figure 21: Retailer consideration, November 2016.
- Level of cycling broadens retailer choice
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- Figure 22: Retailer consideration, by participation in cycling-related activity, November 2016.
- Serious cyclists more educated and happy to shop online
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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