Observations onthe UK Cycle MarketP.L. DARNTONExecutive DirectorBicycle Association
The UK MarketThe Bicycle brandsThe TradeThe UK ConsumersThe Cycling LobbyAGENDA
The UK market isNOT like the Netherlands!WARNING!
Information about the UK market isWARNING!Limited in quantityUnreliable in qualityDependent on import statistics, not sales.Contradictory between sourcesObscured by national averages
The MarketNo manufacturing / assembly since 2003Except Brompton, Pashley.No growth in sales since 2007c. 3.6 million units p.a.£ value of sales has increasedTo £1.18 billionNo split between types of cyclec. 40% units MTBHigh imports of frames/forksTariff evasionParts/Accessoriesc. £450 m. p.a.
The Marketc. 600,000 cycles stolen p.a.10–15% retail sales via Cycle to Work SchemeSales fluctuations – weather : economicsE-bike sales < 20,000 units p.a.Retail prices= mass at £200 or less= brands from £400
The BrandsMarket diversified : MTB/Road/Hybrid are top 3Bikes used mainly for ‘leisure’, not commutingVolume sales – under £150: Universal/PCM‘Value’ brands – up to £200:Raleigh/Moore Large; Halfords+ ‘Pinnacle’ (Evans) : ‘Ridgeback’ (Madison)
The TradeHalfords – 440 outlets – c. 30% all bike salesEvans - + 50 outletsIndependent Bike Dealers – c. 1500 outletsWholesalersMadison : Fisher : Zyro + 20 smaller / specialistsSupermarkets – seasonalMail Order / on line salesCyclescheme
The Consumersc. 23 million bicycles in UK45% households have access to a bike10% adults cycle at least once per week (2011 census)2% cycled to work45% children “want to cycle to school”, 0.9% do.91% children have ‘never cycled to school’.
The ConsumersAverage cycle trips pa : 16 vs 18 in 1997Average trip length : 3 milesMen outnumber women by 3:13.3 million people use National Cycle Network p.a.Average cycle share : 2% of all trips25% all trips are c. 1 mile
WARNING: About averagesProportion of adults cycling once per weekCambridge 47%Oxford 28%York 25%In 13 local authorities, <5% cycle once per weekIn London, more cyclists cross 6 central bridgesthan cars in 3 peak hours
The LobbyCycling needs…LeadershipFundingContinuity
ObservationsUK Cycle market is...Diverse in cycle typesLow unit valueDisaggregated retailUK Cycling is...Mainly leisure/sportCommuting is male-dominatedMinority dictating transport mode