Europe's bicycle markets are entering 2026 on very different footing. While Italy continues to struggle with declining sales and mounting pressure on specialist retail, the German and Spanish markets are showing signs of stabilisation as higher-value segments, particularly e-bikes, drive revenue growth. In the UK, the industry recorded its first year of growth since 2020, offering cautious optimism after several difficult seasons. Together, the latest European market reports reflect an industry still navigating post-pandemic correction, changing consumer demand and the growing importance of value-driven segments.
Europe’s bicycle market is increasingly fragmented as national markets face uneven conditions in 2025. France and Switzerland are reporting prolonged market pressures stemming from declining sales and residual post-pandemic corrections. Meanwhile, Austria shows signs of stabilisation, and Belgium is a standout with strong growth driven by leasing, e-bikes and stable commuter demand.
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