Bicycles - UK - March 2015
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“With the increase in average spend on bikes and growing demand at the premium end of the market, there is potential for a different approach to obtaining the use of a top-end bicycle. Additionally, while industry sourcing strategies are well-established, there is an opportunity for a more agile supply chain which could respond more rapidly to patterns of demand.”
– Michael Oliver, Senior Leisure & Media Analyst
This report discusses the following key topics:
Although the UK bicycles market is a very mature one, it is potentially on the verge of a new era of growth. Central and local government are investing in cycling infrastructure to make riding on the roads safer, and have committed to giving more prominence to cycling and walking in the transport planning process from now on. Combined with the ‘feel good’ factor which has arisen from multiple successes in major cycling events by British competitors and multifarious factors which have stimulated cycle commuting, this has led in recent years to a steady increase in the number of people cycling.
There has not always been a direct correlation between participation and sales – anecdotal evidence suggests that many people returned to cycling with existing machines, at least initially, but it seems that the improvements in the UK economy and corresponding gains in consumer confidence and household spending power have boosted demand for new bicycles in 2014.
Looking ahead, all the ingredients are in place for market growth in the coming five years, ranging from improved attitudes among consumers to paying more for a quality bicycle, to the positive economic outlook and promised investment in cycling infrastructure. The only potential ‘fly in the ointment’ could be recent exchange rate fluctuations, which are likely to lead to price increases in 2016 – just when consumers might be feeling a little better off and more disposed towards making larger purchases.
This report looks at the factors driving demand for bicycles, examines recent innovations, provides sales volumes and values for the industry, how the market segments, market shares, profiles of the leading suppliers, and assesses consumers behaviour and attitudes when it comes to a variety of different elements of cycling and purchasing bicycles.
Defining what actually constitutes a bicycle is something on which the cycle industry has difficulty agreeing, depending on the focus of each company’s business and particularly where the children’s market is concerned.
Some suppliers have a significant presence in the children’s toy cycle market and include sales of these types of machines in their figures, whereas other companies define anything with a wheel size of less than 12” as a toy and do not include them within their definition.
One way of differentiating cycles and toys is to say that a bicycle must have a chain, which therefore excludes items such as toy tricycles and Mintel has applied that to this report. In addition, foreign trade classifications make the distinction between bicycles which have ball bearings and those that do not. It is the former (those with ball bearings) that Mintel has sought to adopt.
For the purposes of this report, bicycles are defined as including the following types:
Electric bicycles, better known as e-bikes, are excluded from the coverage of this report although, as a competitive sector, some reference is made to sales levels and innovations for the purposes of comparison and context.
This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:
What They Want. Why They Want It.
Who’s Winning. How To Stay Ahead.
Size, Segments, Shares And Forecasts: How It All Adds Up.
New Ideas. New Products. New Potential.
Where The White Space Is. How To Make It Yours.
What’s Shaping Demand – Today And Tomorrow.