The U.S. Market for Bicycles, Bicycle Parts, and Accessories
Jun 1, 1997
152 Pages - Pub ID: LA459
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Abstract Table of Contents Search Inside Report Related Reports

  1. Executive Summary
    The Products
    • Modern Models
    • Market Regulators
    • Role of the CPSC
    • ASTM Standards in the Offing
    • Consumer Safety and Mandatory Helmet Regulations

    The Market
    • Retail Sales Slump to $4.5 Billion in 1996
    • Bicycles Account for Three-Fourths of Market
    • Figure 1-1: The U.S. Bicycle Market: Share of Dollar Sales by Product Category, 1992 vs. 1996 (percent): Bicycles, Parts & Accessories Projected Market Growth
    • Table 1-1: The U.S. Market for Bicycles, Parts, and Accessories: Retail Sales by Category, 1992-2001 (dollars): Bicycles, Parts & Accessories, Total
    • 20" and Over Bicycle Unit Shipments Off 10% in 1996
    • Factors Affecting Market Growth
    • Specialty Channel Accounts for 55% of Market
    • Import Share of Bicycle Shipments

    The Marketers
    • Trek Garners One-Fourth of Specialty Sector
    • Huffy Claims One-Fourth of Mass Market
    • A Treacherous Market
    • Niche Players in the Specialty Sector
    • Trade and Price Wars in the Mass Market
    • National Consumer Advertising Expenditures

    Distribution and Retail
    • Two Channels
    • Market Share by Retailer Type
    • Competitive Straits in the IBD Channel
    • The IBDs Bulk Up
    • Dollar and Unit Share by Bicycle Type
    • Dollar Share for Bicycle Parts and Accessories
    • The Mass-Market Retailers
    • Toys "R" Us and Retailing Theater
    • Sports Authority Gains Middle-Market Clout
    • REI Fields Bike Shop Outside IBD Channel

    The Consumer
    • Statistics on the Consumer Base
    • Adult Bicycle Ownership by Region
    • Indicators for Bicycle Ownership
    • Indicators for Recent Purchase of Bicycle
    • Indicators for Participation in Road Biking
    • Indicators for Participation in Mountain Biking

    Scope and Methodology
    • Market Parameters
    • Report Methodology
  2. The Products
    Scope of Report
    • Bicycles, Parts, and Accessories Sold Through U.S. Retail Market
    • Two Product Categories: Bicycles, Bicycle Parts and Accessories

    History of the Products
    • Nineteenth-Century Roots
    • Modern Models

    Bicycle Types
    • Something for Everyone
    • Three Primary Types
    • Children's and Specialty Bikes
    • Bicycle Sizing
    • Table 2-1: Bicycle Sizing by Leg Size, Frame Length, and Wheel Size (inches): Age 2-10 or over

    Market Regulators
    • Monitoring the International Marketplace
    • Product Dumping and Import Tariffs
    • Role of the CPSC
    • ASTM Standards in the Offing
    • Consumer Safety and Mandatory Helmet Regulations
    • Table 2-2: Passage of Bicycle Helmet Legislation by State as of January 1, 1997 (age group and effective date): 15 States
    • Interim Bicycle Helmet Standards
    • Public Funding Issues in Transportation and Recreation
  3. The Market
    • Figure 3-1: The U.S. Bicycle Market: Retail Sales by Category, 1992-1996 (dollars): Bicycles, Parts & Accessories, Total

    Market Size and Growth
    • Note on Methodology
    • Retail Sales Slump to $4.5 Billion in 1996
    • Retail Sales Reflect Market "Correction"
    • Table 3-1: The U.S. Bicycle Market: Retail Sales by Category, 1992-1996 (dollars): Bicycles, Parts & Accessories, Total Bicycle Unit Shipments Off 10% in 1996
    • Table 3-2: U.S. Unit Shipments of Bicycles, 1991-1996 (number) Unit Shipment Decline Applies Equally to IBD Sector

    Market Composition
    • Bicycles Account for Three-Fourths of Market
    • Figure 3-2: The U.S. Bicycle Market: Share of Dollar Sales by Product Category, 1992 vs. 1996 (percent): Bicycles, Parts & Accessories
    • Specialty Channel Accounts for 55% of Market
    • Figure 3-3: The U.S. Bicycle Market: Share of Dollar and Unit Sales by Retail Channel, 1996 (percent): Specialty, Mass Market
    • Import Share of Bicycle Shipments
    • Table 3-3: The U.S. Bicycle Market: Domestic and Import Unit Share of Bicycles 12" and Over, 1990-1995 (number)
    • Import Share by Country of Origin
    • IBD Import Share by Country of Origin
    • Import Share by Retailer Type
    • Dollar Sales by Bicycle Type
    • Unit Share by Bicycle Type
    • Bicycle Price Ranges
    • Frame Materials by Bicycle Type
    • Dollar Share for Bicycle Parts and Accessories
    • Sales and Wholesale Activity by Season
    • The Consumer Base
    • Sales by Region
    • Table 3-4: Regionality of Bicycle Ownership and Participation in Mountain and Road Biking, 1996 (percent and index): South, Midwest, West, Northeast
    • The California Connection

    Factors Affecting Market Growth
    • Mountain Bikes Have Peaked
    • Economic Trends
    • Generation and Population Trends
    • Table 3-5: Projections of U.S. Households by Age of Householder, 1997-2001 (number and percent): From Under Age 25 to
    • Age 75 and Older
    • Sports Participation Trends
    • Women in Sports and Cycling
    • The Cycling Network
    • Synergy with the Internet
    • Helmet Sales Will Spur Market
    • From Cyclist to Clothes Horse
    • More Profits in Parts and Accessories
    • The Role of Federal Funding
    • Figure 3-4: The U.S. Bicycle Market: Projected Retail Sales by
    • Category, 1996-2001 (dollars): Bicycles, Parts & Accessories, Total

    Projected Market Growth
    • Market to Reach $5.8 Billion in 2001
    • Table 3-6: The U.S. Bicycle Market: Projected Retail Sales by Category, 1996-2001 (dollars): Bicycles, Parts & Accessories, Total
  4. The Marketers
    Marketer Overview
    • One Hundred Bike Brands
    • Hundreds of Parts and Accessories Suppliers
    • Most Suppliers Are Rooted in Market
    • Table 4-1: Selected U.S. Marketers of Bicycle, Parts, and Accessories

    Marketer and Brand Shares
    • Trek Garners One-Fourth of Specialty Sector
    • Huffy Claims One-Fourth of Mass Market
    • Share Leaders in Components and Accessories

    Competitive Situation
    • A Treacherous Market
    • Domestic vs. Foreign Manufacture
    • Mountain Men vs. Suits in the Specialty Sector
    • Table 4-2: Selected Bicycle Equipment Recalls, 1995-March 1997 (marketer, product, and recall date)
    • Trade and Price Wars in the Mass Market
    • Mass Meets Class

    Competitive Profile: Bell Sports Corp.
    • Corporate Overview
    • Corporate History
    • The Modern Bell
    • A Clash with Consumer Reports

    Competitive Profile: Brunswick Corp.
    • Corporate Overview
    • Acquisition of Roadmaster
    • Acquisition of Mongoose

    Competitive Profile: Burley Design Cooperative
    • Corporate Overview
    • Economic Democracy
    • The Bike Trailers
    • The Tandem Bikes
    • New Product Offerings

    Competitive Profile: Huffy Bicycles (Huffy Corp.)
    • Corporate Overview
    • Corporate History
    • Competing in the Current Market
    • The Eco-Terra and Ironman Product Lines
    • Huffy Jumps Back on BMX

    Competitive Profile: Rock Shox, Inc.
    • Corporate Overview
    • Entrepreneurial History
    • Initial Public Offering
    • New Products and Expansion Plans

    Competitive Profile: Shimano American Corp. (Shimano, Inc.)
    • Corporate Overview
    • Commitment to Quality
    • Competition and New Components

    Competitive Profile: Specialized Bicycle Components, Inc.
    • Corporate Overview
    • Corporate History
    • The Full Force Launch
    • Upmarket Efforts

    Competitive Profile: Terry Precision Cycling for Women, Inc.
    • Corporate Overview
    • Entrepreneurial History
    • The Terry Line-Up
    • Saddle Sores

    Competitive Profile: Trek Bicycle Corp. (Intrepid Corp.)
    • Corporate Overview
    • Corporate History
    • The Contemporary Trek

    Marketing and New Product Trends
    • The Marketers Diversify
    • New Product Trends
    • More Bike for the Buck
    • Front- and Full-Suspension Technology
    • Hi-Tech Materials
    • Retro Cruisers
    • A Road-Biking Mini-Revival
    • Customization Fever and Designer Appeal
    • Trends in Paint Finishes
    • Table 4-3: The U.S. Market for Bicycles, Parts, and Accessories: Selected New Products

    Consumer Advertising and Promotion
    • National Consumer Advertising Expenditures
    • Consumer Advertising Positioning
    • Consumer Promotions
    • Examples of Consumer Advertising

    Trade Advertising and Promotion
    • Trade Advertising Highlights Products, Profits
    • The Trade Show Battleground
    • Trade Promotion Imperative
    • Examples of Trade Materials
  5. Distribution And Retail
    Distribution
    • Two Channels
    • Use of Distributors
    • Warehousing vs. Direct Store Delivery

    At the Retail Level
    • Range of Retailers
    • Market Share by Channel and Retailer Type

    Retail Focus: Independent Bicycle Dealers
    • IBD Basics
    • Dollar and Unit Share by Bicycle Type
    • Dollar Share for Bicycle Parts and Accessories
    • Price Points
    • Margins
    • The Clearance and Closeout Factor
    • Competitive Straits in the IBD Channel
    • The IBD/Supplier Relationship
    • The IBDs Realign
    • IBDs Bulk Up
    • The IBD/Internet Relationship
    • Examples of Retailer Advertising

    Retail Focus: Mass and Multi-Category Retailers
    • Less Can Be More
    • Mass Retailer Price Points
    • Mass Retailer Promotions
    • Toys "R" Us and Retailing Theater
    • Sports Authority Gains Middle-Market Clout
    • REI Fields "Bike Shop" Outside IBD Channel
  6. The Consumer
    • Figure 6-1: The Bicycle Market: Median Age Statistics, 1996 (year):
    • Mountain Bikers, Road Bikers, Recent Purchasers, Bike Owners,
    • U.S. Adults
    • Figure 6-2: The Bicycle Market: Median Household Income Statistics, 1996 (dollars): Mountain Bikers, Road Bikers, Recent Purchasers, Bike Owners, U.S. Adults

    Introduction
    • Note on Simmons Market Research Bureau Data
    • Statistics on the Consumer Base
    • Participation by Region
    • Table 6-1: Regionality of Bicycle Ownership and Participation in
    • Mountain and Road Biking, 1996 (percent and index): South,
    • Midwest, West, Northeast

    The Adult Bicycle Owner
    • Overall Indicators and Resisters for Bicycle Ownership
    • Men Are Slightly More Likely to Own Bike
    • Prime Age Brackets in 25—44 Range
    • More Education a Positive
    • White-Collar Skew
    • Upscale Skew
    • Married with Children
    • Westerners, Asian Americans Are Top Segments
    • Over 6% Have Purchased Bicycle Within Past Year
    • Overall Indicators and Resisters for Recent Purchase
    • Men Slightly More Likely to Have Recently Purchased
    • Younger Adults Kick In
    • The College Factor
    • The Labor Factor
    • A Muted Income Skew
    • Single with Housemates
    • African Americans Among Recent Purchasers
    • Table 6-2: Bicycle Ownership by Selected Demographic Segments, 1996 (percent and index)
    • Table 6-3: Percentage Who Have Purchased Bicycle in Past Year: By Selected Demographic Segments, 1996 (percent and index)
    • Table 6-4: Demographic Characteristics Favoring Ownership and Recent Purchase of Bicycle (U.S. adult population)

    The Adult Road and Mountain Biking Participant
    • One-Tenth of Adults Participate in Road Biking
    • Overall Indicators and Resisters for Road Biking
    • Men Are More Likely to Road Bike
    • Prime Age Brackets in 18—44 Range
    • Education and Participation
    • Occupation and Participation
    • Income and Participation
    • Singles Take to the Road
    • The West Takes a Back Seat
    • 5% of Adults Participate in Mountain Biking
    • Overall Indicators and Resisters for Mountain Biking
    • Men and Mountain Biking
    • Teen Spirit and Twentysomething
    • Education and Participation
    • Occupation and Participation
    • Income and Participation
    • Single without Housemates
    • Escape from the City
    • Table 6-5: Percentage Who Participate in Road Biking: By Selected Demographic Segments, 1996 (U.S. adult population)
    • Table 6-6: Percentage Who Participate in Mountain Biking: By Selected Demographic Segments, 1996 (U.S. adult population)
    • Table 6-7: Demographic Characteristics Favoring Participation in Road and Mountain Biking (U.S. adult population)

    Consumers and the Bicycle Helmet
    • Low Usage Rate
    • Usage Among Children
    • Reasons for not Wearing Helmet

    Appendix I: Examples Of Consumer And Trade Advertising
    Appendix II: Addresses Of Selected Marketers
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