Bicycles - UK - November 2005

INTRODUCTION AND ABBREVIATIONS
Definition
Consumer research
Lifestage and Special Groups
ACORN
 ABBREVIATIONS
PREMIER INSIGHT
Riding to work – try before you buy
Go for growth in ‘grey’ cycling
Rekindle interest amongst the 20s market
Which way is the cycleway?
SUMMARY OF KEY REPORT FINDINGS
Bike sales: high-end strength keeps market steady
Mountain bikes’ market share races downhill…
…while hybrids begin to bloom
Major players continue to dominate…
…but troubles at Concept highlight market fragility
Supermarkets fail to sweep up independents’ business
Cycling promotion gaining speed…
…but better road safety is the best advert of all
Men cycle for fitness and function, women cycle for fun
Can many small incentives outweigh a single, big disincentive?
ECONOMIC AND DEMOGRAPHIC FACTORS
Economic factors
Figure 1: Trends in personal disposable income and consumer expenditure, 2000-10
Demographic factors
Figure 2: Trends in the age structure of the UK population, by gender, 2000-10
Socio-economic groups
Figure 3: Travel by household income quintile and main mode (trips per person per year), 2004
Figure 4: Forecast adult population trends, by socio-economic group, 2000-10
Lifestage
Figure 5: Forecast adult population trends, by socio-economic group, 2000-10
CYCLING AS A SPORT AND LEISURE ACTIVITY
Figure 6: Interest in named sports/pastimes among UK adults, 2002-05
Figure 7: Regular participation in sports, 2002-05
Figure 8: British Cycling membership numbers, 1993-2005
Cycling media
Figure 9: Cycling magazine circulations, 2004
CHARACTERISTICS OF THE CYCLING MARKET
Figure 10: Bicycle trips per person per year, by age and gender, 2004
Cycling as a mode of transport
Figure 11: Average trips per person per year, by mode of transport, 2002-04
Duration of trips
Figure 12: Length of trip (cumulative percentage), by mode of transport, 2004
Figure 13: Average trip length (all modes), by purpose of trip, 1992/94-2004
Figure 14: Frequency of bicycle use, 1989/91-2003
Figure 15: Main mode of transport to work (autumn), 1993-2003
Figure 16: Trips to and from school (percentage), by main mode, 1992/94-2004
Safety
Figure 17: Number of road traffic accident fatalities, 1993-2003
Crime
Figure 18: Theft of bicycles, 1981-2004/05
Health of the nation
Figure 19: Incidence of being overweight or obese among men and women, by age group, 1999 and 2003
Access
Access to cycling facilities
Access to bicycles
Competition from other leisure products
POLITICAL FACTORS
 LEGISLATIVE FACTORS
Road Safety Bill
School Transport Bill
Green Transport Plan/‘Cycle to Work’ schemes
VAT on bicycles
 POLICY FACTORS
National Cycling Strategy/Cycling England
Walking and Cycling: an Action Plan
Links to School programme
Foreign policy
Promotion
Product development
Weather
MARKET SIZE AND SEGMENTATION
 MARKET SIZE
Figure 20: UK sales of bicycles (estimated), 2000-05
 MARKET SEGMENTATION
Figure 21: Sales of bicycles, by market segment, 2000-04
Figure 22: Sales of bicycles, by market segment, 2004
THE SUPPLY STRUCTURE
Figure 23: Domestic production and overseas trade in bicycles, 2000-04
Figure 24: Bicycle market shares, by leading brands, 2000-04
Concept Cycling Group Ltd
Giant (UK) Ltd
Halfords Ltd
Moore Large & Co
Professional Cycle Manufacturing Ltd
Raleigh Cycle Ltd
Saracen Cycles Ltd
Tandem Group Ltd
Trek Bicycle Corporation Ltd
Universal Cycles Ltd
DISTRIBUTION
Figure 25: Bicycle sales (volume), by distribution channel, 2002-05
ADVERTISING AND PROMOTION
Bike Week
Bike Hub
Go-Ride
Brand and product marketing
THE CONSUMER
 YOUNG CONSUMERS
Figure 26: Ownership of bicycles by youths aged 7-14-years-old, 2004
Figure 27: Amount of say in choosing bicycle, youths aged 11-14-years-old, 2004
Figure 28: Who paid for bicycle, youths aged 11-14-years-old, 2004
Figure 29: Bicycle usage of youths aged 11-14-years-old, by purpose, 2004
Figure 30: Frequency of cycling among youths aged 11-14-years-old, 2004
 ADULT CONSUMERS
Usage and ownership
Figure 31: Bicycle ownership, by type of bicycle, May 2005
Figure 32: Types of bicycle held in household, 1990-2005
Profiles of bicycle owners
Figure 33: Bicycle ownership, by gender, age and socio-economic group, May 2005
Figure 34: Bicycle ownership, by region, ACORN categories, employment and marital status, May 2005
Figure 35: Bicycle ownership, by age of children and lifestage groups, May 2005
Figure 36: Bicycle ownership, by media and grocery store usage, May 2005
Cross-ownership of the most popular bicycles
Figure 37: Cross-ownership of bicycles, May 2005
CONSUMER ATTITUDES AND TYPOLOGIES
 ATTITUDES TOWARDS CYCLING
Figure 38: Attitudes towards cycling, 2003 and 2005
Cycling attitudes by bike ownership
Figure 39: Attitudes towards cycling, by ownership* and usage status, May 2005
Bicycle usage
Reasons for cycling
Barriers to cycling
 CONSUMER TYPOLOGIES
Regular Riding Fanatics (6% of sample or 2.9 million adults aged 15+)
Occasionally Fit (13% of sample or 6.4 million adults aged 15+)
Recreational Riders (13% of sample or 6.4 million adults aged 15+)
Safety Cyclists (10% of sample or 4.9 million adults aged 15+)
Hard Targets (59% of sample or 29.0 million adults aged 15+)
Bicycle target groups by demographic analysis
Figure 40: Bicycle target groups, by age, gender and socio-economic status, May 2005
Figure 41: Bicycle target groups, by region and ACORN classification, employment and marital status, May 2005
Figure 42: Bicycle target groups, by children in household and detailed lifestage groups, May 2005
Figure 43: Demographic analysis of bicycle target groups, by media use and store used for grocery shopping preference, May 2005
Bicycle ownership by typologies
Figure 44: Type of bicycle possessed in household, by bicycle target group, May 2005
Attitudes to cycling by typologies
Figure 45: Attitudes towards cycling, by bicycle target group, May 2005
Multiple bike ownership by attitudes and segment
Figure 46: Bicycle ownership by number of cycles owned, May 2005
Figure 47: Attitudes towards cycling by number of cycles owned, May 2005
Figure 48: Typologies by number of cycles owned, May 2005
THE CONSUMER – DETAILED DEMOGRAPHICS
Attitudes by demographics
Figure 49: Attitudes towards cycling, by gender, age and socio-economic group, May 2005
Figure 50: Attitudes towards cycling, by region, ACORN group, working and marital status, May 2005
Figure 51: Attitudes towards cycling, by age of children and lifestage, May 2005
Figure 52: Attitudes towards cycling, by media and grocery store usage, May 2005
Next most popular attitudes
Figure 53: Attitudes towards cycling, by gender, age and socio-economic groups, May 2005
Figure 54: Attitudes towards cycling, by region, ACORN group, working and marital status, May 2005
Figure 55: Attitudes towards cycling, by age of children and lifestage, May 2005
Figure 56: Further Attitudes towards cycling, by media and grocery store usage, May 2005
Numbers of bicycles per household
Figure 57: Number of cycles owned, by gender, age and socio-economic group, May 2005
Figure 58: Number of cycles owned, by region, ACORN group, working and marital status, May 2005
Figure 59: Number of cycles owned, by age of children and lifestage, May 2005
Figure 60: Number of cycles owned, by media  and grocery store usage, May 2005
THE FUTURE
Cycling’s appeal expected to increase…
…but road safety fears to remain the major disincentive to ride
Government policy to be a major influence
Grey cycling could keep the industry in the black
Hybrid market to continue to grow…
…but decline in mountain bike sector expected to steady
Safety in numbers for IBDs
FORECAST
Figure 61: Forecast sales of bicycles, by value, 2005-10
Figure 62: Forecast sales of bicycles, by volume, 2005-10
Ownership vs usage
Children of the future
Safety First
 FACTORS INCORPORATED IN THE FORECAST