Summary
The global cycling equipment market has demonstrated significant growth, fueled by the rising popularity of bicycles, particularly in Latin America and South Asia. This market is projected to expand further, with a CAGR of 6.9% expected between 2023 and 2033, building from an estimated value of $16.2 billion in 2022. In France, the cycling market experienced a boost during the COVID-19 crisis, growing by 15% from 2020 to 2021, reaching €3.4 billion in value. This surge was partly driven by the electrically-assisted bicycle (EAB) sector's dynamism. Approximately 4% (€136 million in 2021) of the French market expenditure was on cycling equipment, catering to a cycling population including 440,000 club cyclists and 1 million regular sports cyclists. Despite the positive trends, both the French sporting goods and bicycle markets face a trade deficit, emphasizing the market's reliance on imports mainly from Asia and Europe.
The French domestic cycling market varies by region, with some cities like Strasbourg and Grenoble showing high commute usage at around 17%, while others, notably Mediterranean cities, lag behind. Safety equipment, particularly helmets, see mixed usage with 70% of the French population supporting mandatory use but only 30% adhering to it regularly. French demand for performance cycling equipment is tied to sport cycling associations, with a particular focus on the youth demographic. Distribution of the cycling equipment varies across France, with sports equipment retailing corresponding to regional demand trends, and specialized retailers holding a significant share of the high-value, technical equipment market. Large multi-sport retailers like Decathlon and Intersport dominate the distribution of entry-level products, while specialized brands like Cyclable and Ekoï cater to the niche, higher-end segment.
Cycling Gear: A Market in Motion in France
The cycling equipment market in France is intricately linked to the country's burgeoning bicycle sector, buoyed by an uptick in e-bike sales and a reinvigorated passion for pedaling post-pandemic. Delving deeper, we find that approximately between €120 and €150 million of this is attributed to cycling-specific gear, a sliver of the total pie, pointing to a consumer preference for general sporting goods over niche cycling attire. Globally, the expanse of the cycling and cycling equipment fraternity involves a staggering count of nearly 1,300 million individuals, a testament to the activity's surging popularity. The distribution of cyclists spans four primary personas: the Sports Enthusiast, Sportif, Recreational, and Transport groups, with combined gear needs for the first three categories accounting for nearly half a billion people.
In considering the domestic scene, France's cycling equipment market reflects the patterns seen globally. While high sports engagement drives the performance gear segment, recreational uses garner less technical and more economically priced equipment, possibly from Asia. The French market is robust yet dependent on imports, with the industry struggling to maintain trade balances amidst the surging demand for imported cycling solutions. Shifting focus from equipment types to users, the market is diversified across enthusiastic cyclists affiliated with clubs and federations, urban cyclists, and a significant proportion of households that own bicycles for leisure and transportation. The French relationship with cycling is intricate, with differences in urban and rural equipment penetration. Not to mention, the seasonal demand cycles with spikes during the Tour de France and year-end holidays shape the market rhythm, compelling companies to attune their strategies accordingly. Examining distribution networks casts light on the inherent segmentation. Specialty retailers capture the high-end of cycling aficionados, purveying premium, high-performance gear, while sports mega-stores and supercentres cater to the bulk - those who ride less frequently or for shorter spans. The top-tier of gear purveyors, such as Decathlon and Intersport, straddle both realms, offering an expansive range from basic to advanced cycling accessories.
Market Landscape: Titans and Innovators of the Cycling Equipment Sector
- Decathlon: The Integrated Behemoth Decathlon stands tall as the leading bicycle retailer in France, with a formidable presence that extends across the entire value chain. Known for its in-house brand B'Twin, Decathlon's strategy is a testament to its fully integrated model. Its production site, the B'Twin Village in Hellemes, is a buzzing hive of activity where 200,000 bicycles take shape each year. Sourcing components from Asia, Decathlon marries cost-effectiveness with production efficiency. The brand's reach is further amplified by its expansive network of stores, over 300 within France alone, offering a plethora of cycling equipment for both casual and serious riders.
- Intersport: The Strategic Challenger Intersport presents itself as a formidable contender to Decathlon, with significant strides taken in controlling the entirety of its production chain. The acquisition of Manufacture du cycle, a notable player in France's bicycle assembly arena, has bolstered Intersport's manufacturing capabilities. This strategic move has allowed for more effective inventory management and has translated to a substantial uplift in sales. Intersport utilizes its know-how garnered from the entry-level cycle market to provide a range of cycling equipment to the masses, reinforcing its position in the market.
- Cyclable: The Urban Cyclist's Choice Emerging from Toulouse in 2005, Cyclable quickly grew through a franchising model to establish over 50 stores across France, Switzerland, and Luxembourg by 2020. Targeting urbanites with shops strategically located in city centres, Cyclable has etched a name for itself in the hearts of city dwellers. With a business model that prioritizes passion and lifestyle, Cyclable's franchisee network consists of cycle enthusiasts who serve customers with a curated selection of multi-brand equipment. The brand's community-focused stores and tailored customer experience make it a go-to destination for those who see cycling as more than just a sport or mode of transport.
- Ekoï: The Fashion-Forward Innovator Ekoï, a distinctively French company, excels in providing an extensive range of cycling equipment that includes everything from shoes and helmets to glasses and textiles. Adopting a fashion-forward approach akin to "Zara of the cycling world," Ekoï targets those who seek style alongside substance in their cycling gear. Covering all facets of a cyclist's needs, Ekoï is riding a wave of enthusiasm within the cycling community.
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- Number of pages : 30 pages
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- Last update : 02/03/2023
Summary and extracts
1 Market overview
1.1 Definition and scope of study
The cycling equipment market is a sub-segment of the bicycle and electric bicycle market. Cycling equipment comprises all the clothing and protective gear needed for road and mountain biking activities. In this study, we will consider all safety, comfort and performance equipment for cyclists.
The market for cycling equipment is growing in proportion to the market for bicycles: as users equip themselves with bicycles, they also equip themselves with cycling equipment adapted to their needs. The bicycle market is growing at a steady pace, estimated to grow by 4.29% per year between 2021 and 2026. The most dynamic market is Latin America, with strong recent development, while the largest market is South Asia.
The market for bicycles and cycling equipment is doing very well in France, driven by the electrically-assisted bicycle (EAB) sub-sector. lectrically assisted bicycles (VAE), cycling in France is enjoying marked dynamism, which is largely benefiting the cycling equipment market.
The COVID-19 crisis has not dampened French interest in bicycles and electric bikes, with the industry recording exceptional growth during the health crisis (+43% in two crisis years). For cycle professionals, the COVID-19 crisis has been a real godsend: in their view, the French seem to have reconnected with cycling, and they are observing an upmarket trend for bicycles and cycling equipment that augurs years of growth for this market.
1.2 A dynamic global market
The cycling equipment market benefits from the same dynamism as the cycling market in general.however, it should be noted that cyclists who buy from specialist brands and with specific equipment are the most committed. PwC has conducted a study between **** and **** on cyclists' habits, which provides us with an insight ...
1.3 Growing domestic market
The French national bicycle market is growing strongly, and the Union Sport et Cycle, which brings together the majority of players in the transport and leisure bicycle industry, has published its report for ****. The cycle market represented *.* billion euros in value in ****, up **% on ****.
Evolution of bicycle market sales Frande, ****-****, ...
1.4 Foreign Trade
The specific market for cycling equipment is not categorized by customs referencing systems. For example, cycling equipment may be found marginally in the safety equipment category, in the same way as construction gloves and safety shoes (***), cycling equipment can also be found in the sporting goods section. This is what we'll ...
2 Demand analysis
2.1 The French and bicycles
The market for cycling equipment is conditioned by the market for cycling, so it is necessary to know the relationship of the French to cycling in order to determine French demand for cycling equipment.In ****, the bicycle was still the best-selling means of transport in France, with *.* million units sold (***). However, ...
2.2 Safety equipment
Bicycle safety is a key issue for manufacturers and consumers alike. The central piece of equipment for bicycle safety is the bicycle helmet.Numerous prevention campaigns have emphasized the use of bicycle helmets for cyclists' safety, but many other items of equipment are necessary for cyclists' safety. The road safety website ...
2.3 Performance equipment
In France, the performance equipment market is mainly driven by members of the French Cycling Federation, which covers all cycling disciplines: - Road cycling - Mountain biking - Track cycling - BMX...
In ****, the French Cycling Federation will have ***,*** members. The most popular discipline is road cycling, with **% of members practicing ...
2.4 Cyclical and seasonal demand
The market for cycling equipment and specialized sports and leisure equipment in general is driven by seasonal consumer demand. Let's take a look at the retail market for specialized sporting goods, which includes cycling, fishing and camping equipment.
Sales trends in the specialized sporting goods market France, ****-****, index base *** in ...
3 Market structure
3.1 Territorial organization of the industry
The cycling equipment industry is structured around manufacturers and distributors, and the majority of cycling equipment is imported. The industry's trade balance in **** was in deficit by *** (***). URSSAF lists all these companies and the employees working in the sector.
Structure of territorial production in France :
To find out about national production, ...
3.2 Distribution networks
The cycle industry is compartmentalized according to cycle demand.
Firstly, low-end and mid-range bicycles are used for short trips and leisure. These cycles make up the bulk of the volume. The cycling equipment needed for these activities does not make up a large part of the volume of cycling equipment. These ...
3.3 A market of giants and new brands
Giant multi-sports retailers:Decathlon is France's leading bicycle retailer. Its integrated model is highly effective in the current economic climate. It is active at all levels of the value chain. For assembly, its B'Twin Village production site in Hellemes (***) covers all the needs of cyclists. The company has positioned itself as ...
4 Offer analysis
4.1 Price typology
The equipment needed for road and downhill cycling includes helmets, shoes, goggles, cycling jerseys and protective gear.
Cycling jersey prices:
We're going to compare the prices of the leading cycling jersey brands, using the websites of these different brands as our source. All these brands sell a wide range of jerseys, ...
4.2 Different types of equipment for different types of bike
With the evolution of cycling as a way of life , its forms have multiplied to respond to the desires of users. Today, there are a multitude of different bikes, each with its own specific equipment, making each bike unique. Performance, comfort and safety on all types of terrain are paramount, and ...
4.3 New innovations in the cycling equipment market
The market for cycling equipment is highly conducive to innovation. expensive products, so costly innovations can be highly appreciated if they provide cyclists with significant benefits.Illuminated helmets:Many companies offer to install LEDs on cyclists' helmets to make them more visible to other road users. These LEDs can be connected ...
5 Regulations
5.1 General regulations
Bicycle production regulations (***)
EU safety standards are specific to each product family, and have been transposed into the following French standards:
-NF EN ***** (***)Bicycle accessories: luggage racks;
Compulsory bicycle accessories
A number of accessories are compulsory for cycling, all designed to enhance cyclists' safety. These requirements are communicated by the French ...
5.2 Competition regulations specific to cycling equipment
Road bike racing
To study regulations in road bike competitions, we'll take the regulations for the Tour de France **** as an example.
Helmet and equipment regulations:"During the Tour de France, the wearing of a rigid safety helmet is compulsory, in strict compliance with the technical rules laid down by the ...
6 Positioning the players
6.1 Player segmentation
- Décathlon
- Ekoï
- Oakley
- Specialized
- Shimano
- Intersport International
- Intersport France
List of charts
- Worldwide bicycle use
- Distribution of bicycle use in France
- Sales trends in the bicycle market
- Balance of trade trends in the sporting goods market
- Balance of trade in bicycles
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The market for cycling equipment: helmets, safety, clothing | France
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