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With the nation gearing up for a summer of watching cycling champions Victoria Pendleton, Mark Cavendish and Sir Chris Hoy in action, analysts Mintel predict that bike sales will grow by 8 per cent on 2011 to £700million this year, rising to £800million by 2016.
‘Role models in the Olympics means there is now an almost unrivalled opportunity to try to stimulate cycling participation.’
More than a third of Britons cycle regularly, but two million of us admit to not being able to ride a bike.
One in five (21 per cent) say they would be put off cycling if they were required to wear a helmet by law. Men who cycle (23 per cent) are notably more likely than women cyclists (15 per cent) to wear their helmets regularly.
Mr Oliver said: ‘Around one in three people who can cycle own a cycle helmet, which is certainly an improvement on a few decades ago when helmets were still something of a rarity.
It’s good to see these numbers are going in the right direction but we still want them to grow even more. HardnutZ helmets will hopefully get more people wearing cycle helmets.