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Bicycles - UK - November 2003

INTRODUCTION AND ABBREVIATIONS
Definition
Consumer research
ACORN
 ABBREVIATIONS
SUMMARY OF KEY REPORT FINDINGS
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
Economic climate
Trends in personal disposable income and consumer expenditure, 1997-2007
Population trends
Trends in the age struture of the UK population, by gender, 1998-2007
Interest and participation in sport and cycling
Interest in named sports among UK adults, 2003
Participation in sport during the past 12 months, 2000 and 2003
Cycling membership levels
British Cycling membership numbers, 1993-2003
Cycling as a mode of transport
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
Number of road traffic accident fatalities, 1950-2001
Competition from other leisure products
Weather
MARKET SIZE AND SEGMENTATION
Market size
UK sales of bicycles, 1998-2002
Value of sales and average price of UK bicycles, 1998-2002
MARKET SEGMENTATION
Sales of bicycles, by market segment, 2000 and 2002
THE SUPPLY STRUCTURE
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
DISTRIBUTION
Bicycle sales, by distribution channel, 2002
ADVERTISING AND PROMOTION
Promotion
THE CONSUMER
The role of children in the market
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
Types of bicycle held in household, August 2003
Bicycle ownership 1990-2003
Types of bicycle owned in household, 1990-2003
Most popular bicycles by demographic analysis
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
Attitudes towards cycling
Attitudes towards cycling, August 2003
Most popular attitudes towards bicycles by demographic analysis
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
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
Attitudes towards cycling, by type of bicycle in household, August 2003
Identifying targets
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
Chaid analysis of bicycle typologies, August 2003
THE FUTURE
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
Forecast sales of bicycles, by value, 2003-07
Forecast sales of bicycles, by volume, 2003-07

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