Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- ACORN
- Abbreviations
Summary of Key Report Findings
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- Sales remain steady but margins continue to shrink
- Mountain bike boom appears past its peak
- Challenging times for the children’s and youth sectors
- Supermarkets muscle in on market share…
- …squeezing the independent sector further still
- Considerable consumer resistance to cycling persists
- Large declines in ownership of racing bikes and BMXs
- Fitness and leisure the most popular reasons for riding
- Changing ‘car culture’ the key to further growth
Market Factors
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- Economic climate
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- Trends in personal disposable income and consumer expenditure, 1997-2007
- Population trends
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- Trends in the age struture of the UK population, by gender, 1998-2007
- Interest and participation in sport and cycling
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- Interest in named sports among UK adults, 2003
- Participation in sport during the past 12 months, 2000 and 2003
- Cycling membership levels
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- British Cycling membership numbers, 1993-2003
- Cycling as a mode of transport
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- Average trips per person per year, by mode of transport, 1999-2001
- Trips per person per year and distance travelled by bicycle, by region, 1992-94 and 1999-2001
- Safety
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- Number of road traffic accident fatalities, 1950-2001
- Competition from other leisure products
- Weather
Market Size and Segmentation
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- Market size
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- UK sales of bicycles, 1998-2002
- Value of sales and average price of UK bicycles, 1998-2002
Market Segmentation
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- Sales of bicycles, by market segment, 2000 and 2002
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The Supply Structure
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- Domestic production and overseas trade in bicycles, 1998-2002
- Volume of UK bicycle production, imports, exports and consumption, 1998-2002
- Bicycle market shares, by brand, 2001 and 2002
- Concept Cycling Limited
- Halfords Limited
- Moore Large & Co Ltd
- Professional Cycle Manufacturing (PCM) Limited
- Raleigh Cycle Limited
- Saracen Cycles Ltd
- Tandem Group
- Trek Bicycle Corporation Limited
- Universal Cycles plc
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Distribution
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- Bicycle sales, by distribution channel, 2002
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Advertising and Promotion
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- Promotion
The Consumer
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- The role of children in the market
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- Ownership of bicycles by youths aged 7-14, 2003
- Who paid for bicycle, youths aged 11-14, 2003
- Amount of say in choosing bicycle, youths aged 11-14, 2003
- Bicycle usage of UK youths aged 11-14, by purpose, 2003
- Frequency of cycling among UK youths aged 11-14, 2003
- Adult bicycle ownership
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- Types of bicycle held in household, August 2003
- Bicycle ownership 1990-2003
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- Types of bicycle owned in household, 1990-2003
- Most popular bicycles by demographic analysis
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- Most popular types of bicycle held in household, by gender, age and socio-economic group, August 2003
- Most popular types of bicycle held in household, by region and ACORN categories, August 2003
- Most popular types of bicycle held in household, by marital and working status, presence of children and car ownership, August 2003
- Most popular types of bicycle held in household, by detailed lifestage groups and media, August 2003
- Most popular types of bicycle held in household, by supermarkets preferred and commercial TV viewing, August 2003
- Ownership of most popular bicycles, by age group, August 2003
The Consumer: Prime Motivators Towards Cycling
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- Attitudes towards cycling
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- Attitudes towards cycling, August 2003
- Most popular attitudes towards bicycles by demographic analysis
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- Most popular attitudes held towards cycling, by gender, age and socio-economic group, August 2003
- Most popular attitudes held towards cycling, by region and ACORN categories, August 2003
- Most popular attitudes held towards cycling, by marital and working status, presence of children and car ownership, August 2003
- Most popular attitudes held towards cycling, by detailed lifestage groups and media, August 2003
- Most popular attitudes held towards cycling, by supermarkets preferred and commercial TV viewing, August 2003
- Next most popular attitudes towards cycling by demographic analysis
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- Next most popular attitudes held towards cycling, by gender, age and socio-economic group, August 2003
- Next most popular attitudes held towards cycling, by region and ACORN categories, August 2003
- Next most popular attitudes held towards cycling, by marital and working status and car ownership, August 2003
- Next most popular attitudes held towards cycling, by detailed lifestage groups and media, August 2003
- Next most popular attitudes held towards cycling, by supermarkets preferred and commercial TV viewing, August 2003
- Attitudes towards cycling by type of bike in household
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- Attitudes towards cycling, by type of bicycle in household, August 2003
- Identifying targets
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- Bicycle typologies, by gender, age and socio-economic group, August 2003
- Bicycle typologies, by region and ACORN categories, August 2003
- Bicycle typologies, by marital and working status, presence of children and car ownership, August 2003
- Bicycle typologies, by detailed lifestage groups and media, August 2003
- Bicycle typologies, by supermarkets preferred and commercial TV viewing, August 2003
- Targeting the typologies
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- Chaid analysis of bicycle typologies, August 2003
The Future
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- Demand for bikes expected to expand…
- …but success of cycle promotion depends on action, not words
- Search for the next ‘big thing’ hots up
- Two-division split in suppliers likely to persist
- Continuing pressure on IBDs
Forecast
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- Forecast sales of bicycles, by value, 2003-07
- Forecast sales of bicycles, by volume, 2003-07
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