PORTLAND, Ore. (BRAIN) — The Bicycle Product Suppliers Association has entered into a new three-year partnership for stats on the industry with The NPD Group. As part of the deal, BPSA will now gain access to what NPD calls “rest of market" data, which is sell-through of bicycle products at mass retailers (think Walmart or Kmart), sporting goods (think Dick’s, Academy, Modell’s, etc.) and online retailers (including Amazon).
Previously, BPSA members would have monthly access to IBD sell-through numbers only, in addition to wholesale sell-in data. The BPSA collects complete bicycle sales data sold into retail as part of its sell-in data. But retail sell-through data, collected by NPD Group, includes both complete bicycles as well as parts and accessories. Sell-through data is received from a panel of retailers.
Thirteen suppliers, representing about 20 brands, currently report their wholesale data to NPD, which compiles the monthly reports. All of the industry’s top brands are currently reporting their sales. Reporting companies include ASI, CSG, Haro, Jamis, QBP, Accell, Trek, Norco, Specialized, Giant, Kona, Downeast and Felt. The BPSA’s membership is much larger, but the association does not require that its members report their sales.
The BPSA has contracted with NPD, formerly Leisure Trends Group, since 2009 to collect data on supplier sell-in to IBDs and sell-through to consumers.
The NPD started tracking rest of market as part of its Retail Tracking Service in January 2013 and made the data available in May 2016. With that expansion, NPD said it covered 85 to 90 percent of the cycling market in the U.S.
“This will give us a bigger picture of the total market,” said Bernie Doering, chair of the BPSA statistics committee and senior vice president of global sales/marketing for Stages Cycling, of the inclusion of rest of market sell-through data for BPSA members. “When you look at bicycles, there’s a predominance of them sold through retailers. With P&A, a larger percentage of sales are coming through online dealers like Competitive Cyclist, Backcountry or through Amazon.”
