Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Insights and Opportunities
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- Lights, camera, action!
- Bring your parent to school day
- Once ridden, never forgotten
Market in Brief
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- The bicycle – a versatile means to an end
- Fear and loathing?
- The silver lining
- Rise of the Super-Independent Bike Dealers
- The future
Fast Forward Trends
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- Nostalgia
- What's it about?
- What we've seen
- What next?
- Decline of Deference
- What's it about?
- What we've seen
- What next?
Internal Market Environment
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- Key points:
- Bicycles as transport
- Room to improve
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- Figure 1: Frequency of bicycle use, 2000-06
- A trip too far
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- Figure 2: Average trip length (all modes), by purpose of trip, 1997-2006
- The car is king
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- Figure 3: Trips per person per year, by purpose and main mode, 2006
- The fear factor
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- Figure 4: Number of road traffic accident fatalities, 1993-2006
- Crime
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- Figure 5: Theft of bicycles, England and Wales, 1981-2006/07
- Help from the top
- Cutting congestion
- The Bikeability scheme
- Access all areas
- Sustrans success
- More to come
- This bike’s for hire
- Use your phone to get OYBike
- Vive la Vélib!
- YHA and Budgie Transport
- The sport of cycling
- A thriving market
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- Figure 6: Most popular participation and spectator sports, 2006
- British Cycling membership booms
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- Figure 7: British Cycling membership numbers, 1993-2006*
- Team GB goes for gold
Broader Market Environment
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- Key points:
- Credit crunch may benefit second-hand market
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- Figure 8: Trends in personal disposable income and consumer expenditure, 2002-12
- Closing the age gap
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- Figure 9: Trends in the age structure of the UK population, by gender, 2002-12
- The healthy government
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- Figure 10: Incidence of being overweight or obese among men and women, by age group, 1999 and 2003
- The green government
- IKEA tells staff – ‘on yer bike!’
- Weather or not to cycle
Competitive Context
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- Key points:
- Competing for spend
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- Figure 11: Consumer expenditure on selected leisure goods and activities, 2002-07
- Competing as mode of transport
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- Figure 12: Average trips per person per year in the UK, by mode of transport, 2004 and 2006
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points:
- Good things come in threes
- Formula 1 bicycle
- Women only
- Balls to punctures
- Pretty Poly
- Corsa courts cyclists
- Halfords helps customers keep track
Market Size, Segmentation and Forecast
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- Key points:
- Participation doesn’t equate to sales
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- Figure 13: Forecast of UK volume and value of bicycle sales, at current and constant 2007 prices, 2002-12
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- Figure 14: Spend on bicycles in the last 12 months, 2007
- Consumer confusion
- Areas of growth
- The future
- Factors used in the forecast
Segment Performance
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- Figure 15: Sales of bicycles, by market segment, 2002-06
- Figure 16: Sales of bicycles, by market segment, 2006
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Companies and Brands
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- Key points:
- Avocet Sports (formerly Concept Cycling)
- Brompton Bicycle
- Giant (UK)
- Halfords
- Moore Large & Co
- Pashley
- Professional Cycle Manufacturing Ltd
- Raleigh Cycle Ltd
- Saracen Bikes
- Tandem Group Ltd
- Trek Bicycle Corporation Ltd
- Universal Cycles Ltd
Distribution
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- Key points:
- Retail landscape changing
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- Figure 17: Bicycle sales (volume), by distribution channel, 2002-07
- Rise of the Super-IBDs
- Bikehut standalone stores launched
- Raleigh ruffles feathers
- Retail listings
- Cycle Surgery
- Decathlon
- Edinburgh Bicycle Co-operative
- Evans Cycles
- JJB
- Specialized
- Wiggle
- Others
- Online
Brand Communication and Promotion
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- Key points:
- A helping hand
- Trade and government initiatives
- Bike Hub
- Bike Week
- Bikeability
- Bike For All
- Go-Ride
- Biking beacons
- Freewheeling through London
- Internal brand and product marketing
- Cycling media
- Getting online with cycling
- Evans teams with cycling.tv
- The strain on the train
- Trade shows
- A sporting chance
- London’s Tour de Force
- A confirmed success
- Tour of Britain
- World Championships and World Cups
The Bicycle-Owning Consumer
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- Key points:
- A question of ownership
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- Figure 18: Bicycle ownership, by type of bicycle, October 2007
- Out of sight, out of mind
- Where there’s a wheel there’s a way
- Underexposed
- A bike for all seasons or a reality check needed?
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- Figure 19: Bicycle ownership, by type of bicycle, October 2007
- Profiling
- Mountain bikes
- Conventional adult bicycles
- Non-cyclists
- Lapsed cyclists
- Bicycle ownership – detailed demographics
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- Figure 20: Bicycle ownership, by demographics, October 2007
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- Figure 21: Lapsed cyclists and non-cyclists, by demographics, October 2007
Attitudes Towards Cycling
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- Key points:
- A bad attitude
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- Figure 22: Attitudes towards bicycles, 2005 and 2007
- Grand designs
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- Figure 23: Positive attitudes towards bicycles, October 2007
- Affluence breeds optimism
- Fit vs fun
- Commuting – a youth activity
- No fear?
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- Figure 24: Negative attitudes towards bicycles, October 2007
- Not so universal
- Positive attitudes towards cycling by detailed demographics
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- Figure 25: Positive attitudes towards cycling, by demographics, October 2007
- Further positive attitudes towards cycling by detailed demographics
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- Figure 26: Further positive attitudes towards cycling, by demograpics, October 2007
- Negative and neutral attitudes towards cycling by detailed demographics
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- Figure 27: Negative and neutral attitudes towards cycling, by demographics, October 2007
Targeting Opportunities
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- Key points:
- Cycling target groups
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- Figure 28: Bicycle consumer target groups, October 2007
- The Enthusiasts (12% of adults aged 16+)
- Demographic profile
- Marketing message
- The Cautious (20% of adults aged 16+)
- Demographic profile
- Marketing message
- The Non-inclined (68% of adults aged 16+)
- Demographic profile
- Marketing message
- Consumer target groups by detailed demographics
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- Figure 29: Consumer typologies, by demographics, October 2007
- Ownership by target groups
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- Figure 30: Bicycle ownership, by target groups, October 2007
- Attitudes by target groups
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- Figure 31: Attitudes towards bicycles, by consumer typology, October 2007
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