The motorcycle helmet market - France (2024)

1.2 Global market

The global motorcycle helmet market is showing a gradual growth trend, rising from estimated sales of *.* billion USD in **** to a projected *.* billion USD by ****, with a CAGR of *.*%.

Worldwide motorcycle helmet market World, ****-*****, in billions of USD

Trends in the motorcycle helmet market can be considered to follow those of the motorcycle market, since for each motorcycle purchased, several helmets are bought (***).

Worldwide motorcycle sales are mainly concentrated in the Asia-Pacific region, which will account for **% of the market by ****. In this part of the world, where two-wheelers are often preferred to cars, the main countries driving growth are India, Indonesia, Vietnam, Thailand and the Philippines.

In the APAC region, the levers of growth in the motorcycle market are :

Very strong demographic growth in the region A more middle-income population - greater purchasing power, enabling the acquisition of *-wheelers A preference for individual transport rather than public transport, which is often seen as lacking.

On a global scale, the levers of growth are also :

Urbanization, coupled with the democratization of motorcycle use in cities. Improved product offering: motorcycle models are increasingly focused on safety and comfort. To achieve this, manufacturers are integrating more and more technology into their two-wheelers, ...

1.3 The French market for two-wheelers and motorcycle equipment

Estimated market for motorcycle helmets

The number of motorcycle riders in France is estimated at between *.* and *.* million[***], we can estimate the lower limit of the market at: *.* / * * *** = €** million, and the upper limit at: *.* / * * *** = €*** million.

Sales for the helmet market would therefore be between €*** million and €*** million . Although wide, this range gives an idea of the size of this sector, which should thus amount to around *** million euros .

The motorcycle trade and repair sector

The Insee nomenclature enables us to assess the market's dynamics, as motorcycle trade and repair activities are recorded under NAF code: **.**Z. This code includes :

Wholesale and retail sale of motorcycles, including mopeds and snowmobiles; Wholesale and retail sale of motorcycle parts and accessories (***); Motorcycle maintenance and repair.

In ****, the sector's sales topped the €* billion mark, rising steadily since ****, with an increase of **.*% over the period, representing an average annual growth rate of *.*% over ****-****.

Sector sales France, ****-****, in billions of euros Source: ****

By contrast, **** seems to mark a return to stagnation, with sales evolving relatively little.

sector sales trends France, ****-****, base *** in **** Source: ****

The two-wheeler market (***). [***]

Source: ****

2.1 The role of motorcycles in individual transport in France

In ****, the car remains by far the most popular means of transport for daily travel (***).

Travel modes most frequently used by the French France, ****, % of total Source: ****

Practicality is the most important criterion for choosing a means of transport, cited by **% of participants, closely followed by journey time, at **%. Cost is also a significant factor, cited by **% of respondents.

Other considerations such as lack of choice or alternatives (***) are also mentioned, albeit to a lesser extent.

These results underline the paramount importance given to practicality and efficiency in the choice of daily transport mode, closely followed by time and financial considerations.

The most important criteria in choosing a means of daily transport are practicality (***). However, we also note that **% of respondents to the IFOP survey simply state that they have no choice in their mode of transport.

Criteria for choosing a means of daily transport France, ****, in Source: ****

If we take a closer look at the place of scooters (***). Conversely, **% of French people never use this means of transport.

Frequency of use of a motorized two-wheeler for daily travel France, ****, in Source: ****

The proportion of consumers using scooters daily has been relatively stable over the years: thus, this proportion has oscillated ...

2.2 Profile of motorcycle riders

Profile of two-wheeler drivers by gender France, **** Source: ****

This graph shows that men are proportionally more likely to use two-wheelers, with *% of male respondents, compared with just *% of female respondents. This distribution indicates a male predominance among two-wheeler users, which could be influenced by various socio-cultural, economic or individual preference factors.

Distribution of two-wheeler riders (***) by age group France, ****, %, % Source: ****

The ** to ** and ** to ** age groups are the most represented, each with *% of respondents, followed by the ** to ** age group with *%.

These data indicate a predominance of young adults among two-wheeler users, which can be attributed to factors such as the search for practical and economical means of transport, as well as an increased interest in individual mobility at these ages.

Distribution of two-wheeler riders (***) by status France, ****, %, %, %, %, %, %, %, %, %, %, %, % Source: ****

Higher socio-professional categories (***) account for *% of riders, while *% of lower socio-professional categories and the economically inactive are two-wheeler riders.

These data show a relatively balanced distribution of two-wheeler use across different socio-professional statuses. The slight predominance of CSP+ could be linked to a greater financial capacity to acquire and maintain these vehicles, as well as to more flexible mobility choices.

However, the significant presence of CSP- and inactive people among drivers indicates ...

2.3 The number of motorized two-wheelers in France

Motorized two-wheeler registrations have been almost stable since **** (***). Used motorcycles account for the majority of new registrations: in ****, there were ***,*** new motorcycle registrations, ***,*** used motorcycle registrations and **,*** new scooter registrations.

Annual registrations of motorized two-wheelers France, ****-****, in units Source: ****

Among new motorcycle registrations in ****, *CV models accounted for the largest share (***). The *CV and *CV models accounted for **,*** new registrations in the same year.

New motorcycle registrations by type France, **** CV = fiscal horsepower, engine power[***] Source: ****

2.4 Consumption of motorcycle equipment and helmets

More specifically, when it comes to choosing a motorcycle helmet, the main selection criteria are product trials, particularly in the motorcycle press and on specialized motorcycle websites (***). It's interesting to note here that the first choice criterion is product trials, conducted and published in magazines or on sites specializing in the world of motorcycles and their equipment: this channel is very well established and followed by many motorcycle users.

Helmet choice criteria France, ****, in Source: ****

In terms of helmet replacement frequency, **% of users change their helmet every * to * years, compared with **% every * years or more, and **% every * years.

Helmet replacement frequency France, ****, in Source: ****

An analysis of the popularity of the word "motorcycle helmet" on Google Trends shows a long-term downward trend since ****, but above all a high degree of cyclicality: it's during the summer months that demand for helmets rises sharply, linked to more frequent motorcycle outings when the good weather returns.

Popularity of the term "Motorcycle helmet" in Internet searches France, ****-****, on a scale of * to *** Source: ****

2.5 France's favorite brands

The helmet market is characterized by a large number of regular customers, who are generally loyal to a particular brand. Below is a panorama of French helmet preferences.

Helmet brands preferred by the French France, **** in

Shoei takes first place with **** votes, winning a comfortable and well-deserved victory thanks to this Japanese manufacturer's emphasis on performance and build quality.

In second place with *** votes, French manufacturer Shark enjoys great popularity on the market, notably for its wide range of helmets, particularly renowned for its sporty models and its Evo One modulable.

Arai came third with *** votes. This Japanese manufacturer, although less perceived as innovative than its historical competitor from the same country, stands out for its high-end positioning, with higher entry prices and a less marked presence in points of sale, which explains its position relative to Shoei.

Other manufacturers renowned for their quality products follow in the rankings. One might have expected a better performance from brands such as Nolan, HJC or Scorpion. Similarly, although Schuberth is renowned for its high-end touring helmets, it doesn't appeal to such a wide audience.

3.1 Value chain

Motorcycle helmet production begins with the synthesis of polycarbonate and the manufacture of fiber composites. These materials are then processed to form the impact-resistant outer shells. The helmets are then assembled with foam liners, visors and ventilation systems, and subjected to rigorous testing to obtain the essential safety certifications (***).

Once manufactured, the helmets are distributed through various sales channels, including specialist stores and online platforms. Marketing plays a crucial role in product promotion, as does customer service and participation in motorcycle events. The motorcycle helmet market valuesinnovation, safety and performance, dictating manufacturers' strategies and the sector's value chain, which focuses on effective coordination between production, manufacturing, quality control and distribution to meet consumer expectations.

3.2 Production and trade/repair of motorcycles and accessories

This section looks at the following activity codes according to INSEE's NAF nomenclature:

**.**Z : Manufacture of motorcycles **.**Z : Trade and repair of motorcycles

These two codes encompass all motorcycle-related activities and, as such, cover a broader perimeter than that of our study. Nevertheless, in the absence of more detailed levels in this nomenclature, it remains interesting to consider these data for the trend and overview they offer of this sector. In fact, the "motorcycle manufacture" code also includes the manufacture of accessories and equipment, and, similarly, the "motorcycle trade and repair" code also includes trade in motorcycle accessories and equipment.

Motorcycle manufacturing

In ****, ** establishments were registered under activity code **.**Z Motorcycle manufacturing, with a total of *,*** employees. Contrary to the declining trend observed previously, this activity has seen an upturn. In ****, the country counted ** establishments and *,*** employees in the sector. Since ****, the number of establishments has varied, rising from ** to ** in ****, and the number of employees has increased from *,*** in **** to *,*** in ****. This recent increase testifies to the sector's resilience and gradual revitalization.

establishments registered under code **.**Z France, ****-**** Source: ****

Employees registered under code **.**Z rance, ****-**** Source: ****

Motorcycle trade and repair

The motorcycle trade and repair sector has ...

3.3 The main players in the French market

Shark

The Shark brand, which originated in Marseille, is now the European leader in the motorcycle equipment market, but also has a strong presence in the rest of the world. In ****, Shark entered the North American market, and has identified strong growth potential in Asia and South America (***). The Shark brand belongs to the European * Ride group, which specializes in equipment for motorcyclists and sports such as cycling and skiing. The group comprises * international brands: Shark, Nolan, X-Lite, Grex, Bering, Bagster, Segura and Cairn. [***]

With the acquisition of the Italian Nolan group, Marseille-based *RH, owner of the Shark brand, takes the helm of a group worth *** million euros in motorcycle protective equipment. The Nolan plant in Bergamo produces ***,*** helmets a year, with *** employees. This merger makes *RH the European leader and number two worldwide behind HJC, with almost * million helmets produced each year.

The group is aiming for world leadership, with the ambition of doubling in size within five years. By investing *% of its sales in innovation, *RH has expanded its catalog to over *,*** items distributed in more than ** countries.

To increase its international presence, *RH has opened offices in South America and Asia, recording its strongest growth in these regions. ...

4.1 Product typology

Moto Sécurité indicates that a motorcycle helmet consists of an outer shell and an inner liner. The shell's main function is to prevent a blunt object from penetrating the inside of the helmet - it's the primary shock absorber. The main materials used in helmet manufacture are :

Polycarbonate helmets : the plastic is injected into a mold. Polycarbonate helmets are generally limited to a single shell size. Composite helmets : various fibers are used, each with its own qualities. Fiberglass is strong but heavy, carbon is very light but fragile under extreme impact, Kevlar is light and resistant to elongation but not compression. It can be mixed with other fibers.

A motorcycle helmet generally weighs between less than a kilo and *.* kg, depending on the type of product. As presented by Idealo Magthere are several different types of motorcycle helmet on the French market:

- The jet (***): this is an urban helmet, more suited to scooters and mopeds. This type of helmet is generally found in the entry-level range and is not recommended for road use, as its shield does not protect the lower part of the face. There are "full-face" models with a longer face shield that provides protection from the ...

4.2 Market prices

Motorcycle helmet prices vary enormously depending on helmet type, material, brand, etc. Moto Sécurité reports, for example, that on the French market, helmets can be found for as little as ** euros in supermarkets (***), and in excess of **** euros for top-quality helmets featuring technological innovations. The same source explains that below *** euros, it is unlikely that a helmet will provide adequate protection and/or comfort. From *** euros upwards, products are generally reliable.

Generally speaking, the major specialist brands offer different ranges or sub-ranges, with low-end, mid-range and high-end products. Some lesser-known brands offer only low-end or only high-end products.

For example, the French brand Shark sells *** motorcycle helmet references at prices ranging from *** to **** euros.

However, these prices are higher than those found on the Internet.

Here, for example, are the bestsellers on the Amazon platform, where we find more "entry-level" prices.

4.4 Innovation-driven competition

The challenge of ergonomics and skin comfort

Numerous innovations have been made to avoid discomfort for people wearing glasses, or simply when putting on the helmet, or discomfort linked to sweating. Most of today's helmets use vents on the shell to circulate cool air through the shock-absorbing polystyrene lining to the head. Rear vents let hot air escape, while chin vents prevent fogging and improve chin ventilation[***].

VOZZ Helmet - ****

VOZZ Helmets stands out in the field of motorcycle helmets thanks to a remarkable innovation: its unique design that allows the helmet to open in two parts. This feature makes the helmet easier to put on and take off, eliminating inconveniences like skinned faces during these operations. Featuring a removable rear shell, the VOZZ Helmets not only offer enhanced ease of use, but are also praised for their comfort and silence, according to claims by the Australian company[***].

Connected helmets

Connected helmets are revolutionizing the motorcycling experience by improving communication through intercoms and advanced audio quality, even at high speeds. They also incorporate safety features such as cameras to record journeys and fall warning systems. LED lighting enhances visibility in low-light conditions, while augmented reality navigation on the visor lets you ...

5.1 Regulatory framework

In France, helmets have been compulsory for all users since **** , and article R***-* of the Highway Code sets out the principle of this law: "all drivers of motorized two-wheelers must wear an E**-approved helmet". What's more, the helmet must fit the rider's head, be properly fastened and bear four retro-reflective stickers. Both driver and passenger must comply with this rule (***).

Since ****, decree no. ****-** (***) requires motorcycle helmets to be properly fastened.

Motorcycle helmets marketed in France must meet homologation criteria, and include two types of indelible label:

- a green label bearing the French standard (***).

- a white label showing the European standard (***).

Helmet production is also subject to various European standards, such as the one requiring a crash test on the ground at ** km/h before a helmet can be marketed.

In ****, the British government launched the S.H.A.R.P. (***).

Replacement of standard **.** by standard **.**.

The old standard for motorcycle helmets, **.**, required rigorous testing for certification. It evaluates field of vision, dimensional stability, friction resistance and restraint system. Impact absorption tests include several points of impact at a speed of ** km/h. Screen transparency and scratch resistance are also assessed.

Standard **.**, in force since July ****, has ...

6.1 Segmentation

• Dainese
• Alpinestars
• Shark Helmets (2R Holdong)
• Nolan Group
• AGV
• Roof
• D3T Distribution Motoblouz
• Bihr
• Ekoï
• Furygan
• Racer 1927
• Cambox Helmet Camera
• P2R