Bicycles - UK - March 2016
“Participation among women has grown much faster than that among men but it is still significantly lower and there is considerable potential for developing the frequency with which women ride.”
– Michael Oliver – Senior Leisure and Media Analyst
This report covers the following issues:
- How can manufacturers and their dealers counter the threat from online competition?
- Can gravel/multipurpose bikes go mainstream?
New types of bicycle and features which can be specified on new bicycles continue to be launched, helping to stimulate the replacement cycle. Examples of this include gravel/multipurpose bikes, while a sector which manufacturers are feeling increasingly optimistic about is e-mountain bikes, which have sold strongly so far in Europe and are beginning to find their way onto the UK market.
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Table of contents
Overview
- What you need to know
- Covered in this report
- What you need to know
Executive Summary
- Bicycle market slows in 2015
- Figure 1: UK bicycles market, 2010-20
- Weekly cycling participation has grown but signs of slowdown
- Figure 2: Trends in weekly and monthly cycling participation*, 2010/11-2014/15
- Bicycle supply is extremely fragmented
- 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
- Figure 4: Trends in cycling participation, 2013-15*
- Road cycling accounts for nearly half of all time spent cycling
- 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
- Figure 6: Engagement with cycling, by gender, November 2015
- Mountain bikes the most popular bicycle owned by cyclists
- Figure 7: Type of bicycle owned, by cycling participation, November 2015
- Mountain and road bikes most likely purchases in the next year
- 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
- 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
- Figure 10: Most important factors when choosing a retailer for a new bicycle, November 2015
- What we think
Issues and Insights
- 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
- How can manufacturers and their dealers counter the threat from online competition?
The Market – What You Need to Know
- 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
- Bicycle market slows in 2015
Market Size and Forecast
- Market slows in 2015
- Figure 11: UK bicycles market, 2010-20
- Forecast
- Figure 12: UK bicycles market forecast, by value, 2010-20
- Figure 13: UK bicycles market forecast, by volume, 2010-20
- Market slows in 2015
Segment Performance
- Road bike popularity halo effect boosts mountain bike sales
- Over-supply hits some segments of road bike sector
- Figure 14: Estimated breakdown of UK bicycles market, by segment, 2014 and 2015
- E-bike demand continues to grow
- Road bike popularity halo effect boosts mountain bike sales
Market Drivers
- Cycling participation has grown in past five years but signs of slowdown
- Figure 15: Trends in weekly and monthly cycling participation*, 2010/11-2014/15
- Sizeable regional variations in participation
- 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
- Figure 17: Trends in hours of sunshine in the UK, by month, 2014 and 2015
- Cycle to Work scheme continues to stimulate bicycle sales
- 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
- 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
- Cycling participation has grown in past five years but signs of slowdown
Key Players – What You Need to Know
- 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
- Bicycle supply is extremely fragmented
Market Share
- Bicycle supply is extremely fragmented
- Figure 20: Leading bicycle suppliers to the UK market, ranked by UK bicycle sales values*, 2014
- Bicycle supply is extremely fragmented
Launch Activity and Innovation
- 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?
- Mountain bikes boosted by renewed innovation
Channels to Market
- 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
- Figure 21: UK bicycle sales (units), by distribution channel, 2013-15
- Halfords maintains position as largest bicycle retailer in UK
The Consumer – What You Need to Know
- 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
- Participation continues to grow
Cycling Participation
- Participation continues to grow
- Figure 22: Trends in cycling participation, 2013-15*
- Women’s participation shows strongest growth
- Figure 23: Trends in cycling participation, by gender, 2013-15*
- Opportunity to develop women’s frequency of cycling
- Figure 24: Frequency of cycling participation, by gender, November 2015
- Participation continues to grow
Types of Cycling Done
- Road cycling accounts for nearly half of all time spent cycling
- 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
- 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
- Figure 27: Mix of time spent cycling, by different types of cycling (mean scores), November 2015
- Road cycling accounts for nearly half of all time spent cycling
Engagement with Cycling
- 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
- Figure 28: Engagement with cycling, by gender, November 2015
- Women are far less engaged than men with cycling
Type of Bicycle Owned
- Mountain bikes the most popular bicycle owned by cyclists
- Figure 29: Type of bicycle owned, by cycling participation, November 2015
- Mountain bikes the most popular bicycle owned by cyclists
Bicycle Purchasing Plans
- Solid levels of purchasing intent for the next 12 months
- 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
- 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
- Figure 32: Bicycles plan to buy in next 12 months, by type of bicycle currently personally owned, November 2015
- Solid levels of purchasing intent for the next 12 months
Key Features for Future Purchases
- Versatility is the key feature for consumers
- Figure 33: Selected features bicycle buyers would like, November 2015
- Almost half of road bike buyers intend to specify disc brakes
- 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
- Figure 35: Selected features bicycle buyers would like, by cycling participation, November 2015
- Versatility is the key feature for consumers
Factors Influencing Retailer Choice
- 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
- Figure 36: Most important factors when choosing a retailer for a new bicycle, November 2015
- Added-value services influence people planning to buy a new bicycle
Appendix – Definitions, Data Source and Abbreviations
- Market size forecast scenarios
- Figure 37: UK bicycles market, value forecast scenarios, 2015-20
- Figure 38: UK bicycles market, volume forecast scenarios, 2015-20
- Definitions
- Data sources
- Abbreviations
- Market size forecast scenarios
Bicycles - UK - March 2016