Summary

Since 2020, the global motorcycle helmet market has continued to be influenced by the overall performance of motorcycle sales. Despite a projected growth that bodes well for the market, the impact of COVID-19 has led to significant disruptions. Global motorcycle sales had already declined by 1.6 million units, and the onset of the pandemic further exacerbated this trend, predicting a decline of nearly 16 million fewer motorcycles sold. The Italian market for motorcycle helmets is likely driven by the corresponding number of two-wheelers in operation, the demand for which has sustained due to the preference for personal transportation over public options during the pandemic.

China showed a speedy recovery, but the European and North American markets, including Italy, were significantly affected by the crisis. Key players in the Italian motorcycle helmet market include high-end brands like Arai, Shoei, Suomy, AGV, Shark, and Schuberth. In terms of international trade, Italy has been a net exporter of helmets, with exports generally higher than imports, and China is the main supplier to Italy. Italian consumer preferences have shifted towards flip-up helmets, reflecting changes in motorcyclist demographics. The variety offered within the market spans from basic jet helmets starting at €25 to high-end carbon-fiber full-face models that can cost up to €340 or more. Overall, despite the fluctuations brought by COVID-19, the motorcycle helmet market is positioned for recovery aligned with the increase in motorcycle usage.

The Italian Motorcycle Helmet Market: Riding Through Trends and Dynamics

As we delve into the Italian motorcycle helmet market, a market that is intrinsically tied to the overall performance of the motorcycle industry, we witness a landscape shaped by safety regulations, evolving consumer preferences, and technological advancements. Despite a slowdown, the Italian market has recently shown signs of resurgence, buoyed by the positive momentum in motorcycle sales which soared by over 40% by the third quarter of 2020. The demand for motorcycle helmets in Italy is on an upward trajectory, driven by an increase in motorcycle users diversifying beyond traditional demographics and a high replacement rate; helmets are generally replaced every five years to maintain safety effectiveness. In broader terms, the global motorcycle market hints at promising growth prospects, although at a measured pace. Valued at around $115 billion, with projections to climb to approximately $156 billion by 2026, this market expansion bodes well for the motorcycle helmet sector. Interestingly, while the Italian market saw a dip in motorcycle sales, posting a reduction of 1.6 million units, specific segments like 51 to 125 cmc motorcycles dominated with a 70 percent market share, and scooter sales were notable at around 25 million units. As for the motorcycle helmet market in Europe, it mirrors this growth with an estimated demand of about 5 million units annually. The Italian market, like many others, is not immune to the ebbs and flows of international trade and economic shifts.

The COVID-19 pandemic, for instance, had a significant impact, causing a projected tenfold drop in global motorcycle sales compared to the previous year. However, in a twist of resilience, the Italian two-wheeler market emerged from the pandemic relatively unscathed, with only a slight contraction between 6% and 7% in comparison to the more significant hit to the car market that fell by 20%. Italian consumer preferences also reveal a shift towards modular helmets, which bridge the best features of both full-face and jet helmets. This shift aligns with the changing demographics of Italian motorcyclists who are mature riders valuing comfort and versatility. The market dynamics show a preference for scooters, exemplified by their majority hold on the market share at over 50%, indicating a consumer base that prioritizes ease and utility in their two-wheeled vehicles. Navigating through the geographical distribution in Italy, we find a higher concentration of motorcycles in the northern and central regions, with Liguria boasting.

Leading Motorcycle Helmet Brands in Italy: Navigating the Realm of Road Safety

The landscape of motorcycle helmet manufacturers in Italy features a blend of tradition, innovation, and excellence in the realm of road safety. As motorcyclists seek the perfect combination of protection, comfort, and style, various brands have risen to prominence, carving out a position in the market through their unique offerings and reputations.

Among the most renowned helmet brands, Arai stands out as a purveyor of high-end helmets. The Japanese brand has established a reputation for luxury, offering helmets that range from 500 to 2000 euros. Recognized for its premium materials and attention to detail, Arai caters to a clientele that values top-tier safety features and cutting-edge designs.
Shoei, also hailing from Japan, delivers helmets that strike a balance between mid-range and high-end pricing, typically falling between 200 and 700 euros. Shoei has received accolades for the comfort of its padding, which enhances the wearer's experience without compromising on safety.
Suomy, the Italian upstart in the world of helmet manufacturing, has gained traction by specializing in ultra-lightweight helmets. Its affordable pricing, which ranges from 150 to 500 euros, has made it a respected name among those seeking both performance and value.
Renowned Italian brand AGV has secured international recognition for its high-quality helmets, which cater to a wide spectrum of motorcyclists with a price range spanning from 200 to 1500 euros. AGV helmets are lauded for their construction, often featuring innovative aerodynamics and advanced safety technologies.
Shark, a French brand founded by former professional riders, offers mid-range helmets priced between 100 and 450 euros. These helmets are appreciated for blending performance with practicality, making them a common choice for riders across various disciplines.
Lastly, the German manufacturer Schuberth is synonymous with top-drawer quality, producing helmets that are priced from 150 to 800 euros. Catering to a market segment that demands superior comfort and advanced features, Schuberth helmets are often the choice for touring and professional motorcyclists who spend extended hours on the road.

Each of these helmet brands has established its place within the Italian market through a combination of heritage, technological advancement, and a keen understanding of motorcycle enthusiasts' needs. As motorcycling continues to evolve, these brands are expected to lead the way in safety, design, and rider satisfaction.

the market for motorcycle helmets - Italy

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Number of pages : 30 pages
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Last update : 20/09/2021

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Summary and extracts

1 Market Overview

1.1 Definition and presentation

Motorcycle helmets are a specific category of protective helmets. To be sold and used as such, a helmet must meet specific Italian and/or European regulations. For example, helmets sold for cycling, skiing or any other activity will not be approved for use on a motorized two-wheeler.

The world market for motorcycle helmets is growing slowly, and the Italian market is experiencing a similar trajectory in terms of sales, showing a decline since 2009, except for the period 2015-2017. In recent years, however, the Italian market has shown a steady recovery, in parallel with the positive trend of the motorcycle market as a whole (+41.2% as of Q3 2020), which is undoubtedly driving the sector.

Demand is steadily increasing in Italy, mainly due to strong growth in terms of the number of users. Motorcycles, historically limited to specific segments of the population, have gradually been able to gain a foothold even among unconventional and neglected clusters. A further boost to demand comes from the high renewal rate associated with these products, which normally need to be replaced every five years or so to ensure their effectiveness. This characteristic promotes market dynamism.

Supply must be constantly evolving to keep up with this growing demand push, and respond accordingly to new customer preferences for originality, safety requirements, and product design.

2 Demand analysis

3 Market structure

4 Supply analysis

5 Regulations

6 Positioning of players

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Latest news

BMW to sell its cars without dealerships - 30/10/2023

The BMW Group has obtained the agreement of its entire European network to convert its dealerships to agent status.
The new model will be rolled out gradually, starting with the Mini brand in 2024 and then BMW from 2026.
The change of contract concerns 36 investors in France, who own a total of 152 BMW outlets and 122 Mini outlets.
From now on, the manufacturer will have to carry the stock and control prices, which will be identical throughout the country.
Other competitors such as Renault, Toyota and Hyundai-Kia have opted to retain the current system.

Yamaha to produce its new engine in Aisne - 16/05/2023

In 2022, sales of electric bikes rose by 12% to 730,000 units.
Sales of motorcycles and scooters fell by 6% in 2022.
Yamaha plans to invest 4 million euros in a new workshop to manufacture its new range of electric-assist bicycle motors, with a production capacity of 300,000 units per year.
Production of high-end bikes is set to triple from the current 20,000 units.
The Rouvroy plant produced 84,000 two-wheelers in 2022, including scooters and 125 cc motorcycles.
The site employs over 600 people, including 400 in the workshops.
In 2022, the MBK Industrie plant achieved sales of 400 million euros.

French electric motors for Yamaha - 24/04/2023

MBK Industrie plant in Rouvroy (Aisne)
Owned by the Japanese Yamaha group
Installation of a new production line for 600,000 electric bicycle motors per year, previously manufactured in Japan
More than 500 employees work at MBK Industrie in Rouvroy
Sales of 419 million euros by 2022
MBK Industrie, founded in 1951 as Motobécane
Produces 30% of the motorcycles and scooters sold in Yamaha dealerships in France.

Japanese Yamaha e-bike motors to be Made in France - 06/03/2023

MBK Industrie employs over 500 people at Le Rouvroy near Saint-Quentin, with 2022 sales of €419 million.
30% of motorcycles and scooters sold in Yamaha dealerships in France are produced at MBK Industrie, founded in 1951 under the name Motobécane
Yamaha acquired a stake in MBK Industrie in 1986 and became a 100% shareholder in 2000

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Arai Helmet

Shoei Italia

Suomy

Schuberth

Moto Guzzi

Ducati

BMW

Yamaha Motor

Shark Helmets (2R Holdong)

AGV

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