The market for motorcycle helmets - Italy

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.