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Bicycle Helmet Safety Institute
Please note that we never accept funding from any manufacturer or company involved in the sale of helmets.
Industry Statistics
Accurate industry numbers are difficult to come by. There is no source of published data on the number of helmets sold this year, or estimates for the future. We have at times heard that the Bicycle Market Research Institute in Boston (telephone 617-277-5660) sells consumer research-based studies of demand for helmets and other bicycle-related items. Bell Helmets published in their 1994 stock prospectus an estimate of their own worldwide sales at about 11 million annually at that time, and the popular saying is that they have 70 per cent or more of the world market. We don't have any basis for confirming those numbers, but in June, 1995 another major manufacturer, Headstrong Group, published their version of the numbers in a promotional pamphlet. They estimated that the market was "worth $200,000,000" a year, and gave this breakdown for the major players:
From Headstrong Group
Market Share Comparison:
(000 units)
Manufacturer 1993 1994 Percent 1995 est.
Bell Sports 3,000 4,000 40% 4,500
Cycle Products 1,500 2,000 20 2,000
Headstrong 1,700 17 3,300
Troxel 1,500 1,000 10 1,000
Other 1,000 1,300 13 2,200
----- ----- ----- -----
Total 7,000 10,000 100 13,000
The brochure where this chart appears does not make it clear whether these estimates are for the U.S., North American or World helmet markets. It also does not say whether or not it includes the non-bicycle part of Headstrong's sales of baseball, equestrian, ski, snowboard and skating helmets. Source is cited as "Various industry reports and internal estimates." Whatever the accuracy of the figures, we are indebted to Headstrong Group as the only manufacturer to publicly publish their estimates.
Articles on the Industry
Most of the articles referenced below are used with the permission of Bicycle Retailer and Industry News, the best source of information on the bicycle helmet industry.
Bell Helmets
Not surprisingly, much of our information on manufacturers relates to Bell Sports, Inc., which is by far the world's largest manufacturer of helmets and holds some 70% of the total world helmet market. In 1995 Bell began buying other helmet manufacturers, including most recently Giro. We think Bell has made some really good products over the years, and some that were not so good. Bell's test lab has been the only consistent contributor of free testing to the ASTM bicycle helmet standards committee, a great service to the committee in resolving questions about the effects of proposed standards changes. Their staff members have been among the most active in promoting standards, particularly VP Dean Fisher, who has for years contributed a great deal to the standards effort. Bell also funds bicycle helmet activities of the National Safe Kids Campaign. Here are some references on Bell:
Bell Helmets will be sold in Mass Market.
Bell Sports Adds Giro To Roster.
Bell Expecting Weak Quarter and Bell Posts 2nd Quarter Loss.
Bell's stock price. Once in the 30's, down to 4 7/8 in 1997. What is it that the market thinks it knows about Bell's future performance!
Evel Knievel's Bicycle Helmet
Evel wants to sell you an autographed helmet. We don't know anything about them, and did not see them at Interbike in 1996.
Giro Sport Design
Giro produced the first no-shell helmet for adults in 1986, sparking a massive shift to the no-shell and then the thin-shell design. They generally produce high-end helmets that sell at high-end prices, helped along by advertising featuring Greg LeMond and emphasizing the racing connection built from that 1986 design. Giro was bought by Bell in 1996, but remains a separate company and apparently enjoys a certain amount of indepedence. They are still among the industry leaders in new features such as rear grippers and better strap adjusters, They also continue to certify their helmets to Snell standards.
Headstrong Helmets
Headstrong cracked open the bottom of the helmet market in 1993 when they entered, then known as Renaissance Marketing, and began marketing helmets from their own and other manufacturers' plants. They sold through department stores, discount stores, grocery stores and any other mass merchandising channel they could find. They had an almost immediate effect on the pricing structure of the helmet industry, and are part of the reason you can find $10 helmets in most areas of the U.S. today.
Headstrong has had its ups and downs financially. They are traded on the Over the Counter market, and you can check their stock price with this link. It has been as high as $3.87 per share, but was trading considerably below that level the last time we checked.
PTI
Protective Technologies International (PTI) is a very large producer of bicycle helmets, mostly marketed through discount stores such as the Sports Authority and Toys 'R Us. PTI is traded over the counter and you can check their stock price here.
Specialized
Specialized is an importer and manufacturer of a wide range of bicycle accessories and bicycles. They brought mountain biking to the masses with their Stumpjumper in the early '90s. Their helmets have been good performers, and are marketed with design sizzle and some good humor. Thom Parks of the Specialized staff has contributed a lot to the advancement of the helmet industry, and was the prime mover in organizing the Protective Headgear Manufacturers' Association, a helmet industry trade association.
Trek
Trek is an independent producer of high-quality bicycles in the U.S., and their helmet line complements their bicycle sales. One of their models was rated tops by Consumer Reports in their 1994 article, but is no longer produced. We see Trek's selling in the $25 range in some local bike shops.
Troxel
Troxel is an old name in the bicycle industry, known primarily for a wide line of accessories for low-priced bikes. They have been manufacturing helmets for some years and selling them under their own and other brands. In 1996 they decided not to market their hemets under the Troxel brand any more, and are now producing their extensive line for other brands. Dennis Piper of the Troxel staff has contributed an amazing amount of work to the standards-making process as an active member of the ASTM F-8 commitee, both in bicycle helmets and under another subcommittee he chairs which sets standards for such accessories as trailers and child seats.
Someday there will be some articles on other manufacturers here.
Here is our most recent review of the products available on the helmet market in 1996.
Here is our current list of manufacturers and importers.
Last updated: March 1, 1998. |
