NL: Despite e-Bike Success; City, Touring Bikes Sales Recovers

AMSTELVEEN, the Netherlands - After a period of declining sales of city, touring and trekking bikes, under pressure from the dominant e-bike trend, the Dutch market is showing a growing interest again in such models. This is the picture the Dutch market showed last April according to the monthly GfK’s Consumer Panel Survey.

The total number of bicycles sold in the Netherlands remained stable last April compared to the same period of 2010. In terms of money the market showed 6% growth which can be entirely contributed to higher average sales prices which rose with a likewise percentage.

Last April Dutch IBDs sold 2% more bikes than last year while their turnover increased by 7% meaning that average sales price grew by 4%. The IBD market share remained stable at 85% in the named period.

Remarkably, the up in average sales price was not triggered by e-bikes. The overall market shows higher average sales prices, in particular in the city bike category with 4%. This is striking as IBDs are faced with fierce competition from supermarkets, DIY and webstores in this segment.

After a long period of decline also sales of touring and trekking bikes was on the rise again. In volume sales dropped by 6% last April compared to one year earlier, but turnover-wise this segment showed a 3% plus thanks to higher average sales prices.

The star on the Dutch market is for all the e-bike. Unabated strong sales in April made that IBDs booked a 13% increase in sales and turnover compared to the same month in 2010. The average sales price of e-bikes did not increase and remained at € 2,089.

Last April another striking fact was that sales of folding bikes increased significantly at IBDs. As the average price dropped almost 24% this success is thanked to price promotions. It resulted in an IBD market share of about 50% in this segment. Normally the IBD share in folders does not exceed 25%. Nevertheless, folding bikes remain a niche segment with a share in total sales of just 2%.

Source: GfK Retail and Technology Benelux BV