The U.S. Market for Bicycles, Bicycle Parts, and Accessories

Published: Jun 1, 1997 - 152 Pages

Table of Contents:

  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

    Abstract:

    This report from Packaged Facts analyzes the $4.5-billion U.S. retail market for bicycles, bicycle components, and bicycle accessories. The study delineates the strategies and products that marketers are developing to consolidate gains and the impact at the distribution and retail level. Find out what big wheels such as Huffy and Trek are doing to compete against specialty firms and aggressive low-end importers; how the Internet is transforming the market; and how the sport is expanding beyond the traditional demographic segments. Individual sections are available.

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