BTAC 2011 Trend Report
BTAC’s Data Capture Program Outlines Sales Trends & Categories to Plan for in 2012
ExpoCycle 2011 is the place to see the latest developments in bicycle hard goods, soft goods, footwear and P&A to ensure you’re in a better position to make your buying and merchandising decisions for spring 2012. It’s also the place where the Bicycle Trade Association of Canada puts the spotlight on its proprietary market research – the BTAC Data Capture Program – during its Retail Power Program to aid in cementing your purchasing decisions. The data provided is ideal to plan for 2012 booking decisions, as well as serve as a “quick reference” during your open-to-buy season.
Taking a sneak peak at the latest wholesale sales data results from Q1 2011 (a full analysis of Q1 and Q2 will be available during ExpoCycle 2011 Retail Power Program), here are the key trends and categories to plan for in 2012:
…Road & Hybrid Categories Are On The Rise
A closer look at the latest wholesale sales data shows that, overall, sales trends for the last few years in the number of units sold to the Canadian IBD sector leveled off and stabilized. Looking even closer, Canadian bike suppliers are reporting growth in the dollar value of what’s being sold. The conclusion: within the IBD sector, the Canadian bike trade is selling same number of bikes, however selling more expensive bikes.
“This is a good thing,” commented Rob Jones, director of BTAC’s Data Capture Program. “What we are also seeing is a shift in the types of bikes sold. Part of the reason this is happening is the 26-in wheel category. Less inexpensive 26-in wheel MTB bikes sales are offset by the increase in hybrid and road models. And, from a per unit basis, road bikes are more expensive than MTB.”
There are a variety of reasons for the interest in the road and hybrid categories: health and fitness,
environmental, transportation needs and increased interest in the sport thanks to high-profile events such as the Tour de France. “Most cyclists don’t ride in the mountains or true off-road”, added Jones. “They use bike paths and/or need a mode of transportation.”
…Road Bike Category Passes MTB In
Dollar Sales For First Time For the first time in the six years of BTAC’s Data Capture reporting, Q1 2011 data points to the Road category being the largest for Dollar sales recorded in the IBD channel. “This is significant, since it is the first time the Road category has surpassed the 26- in wheel category in dollar sales,” noted Jones. “This points to a gradual shift in less units, more dollars. The decline in 26-in wheel sales are attributed to increased sales in the road and hybrid categories. Some dollars have stayed in the MTB category, however, they have shifted to the 29er segment.” The 26-in wheel category, however, remains the largest for total units sold.
…29’ers Seeing Growth Growth in the 29-in MTB category – although, relatively, still a small category at this point - saw these models double sales from Q1 2010. This category’s per unit price is significantly higher than the 26-in wheel category.
22 ExpoCycle 2011
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