Market Reports

All indicators for the 2025 French market were negative. The total market volume decreased by 6%, while the revenue was down 4.8% year-on-year. The average retail price declined slightly, and the e-bike sales dropped 16%. This contraction comes amid a challenging economic environment but also reflects a more structural shift: the end of the post-Covid catch-up effect and the withdrawal of purchase incentives.

Contrary to almost all other European countries, the Belgian bicycle market is performing very well. After the 2022 peak, the market bounced back to a pre-pandemic level, and has not been affected by the sustained decline seen in Germany, Italy and the Netherlands. In 2025, the Belgian market even experienced a 7.1% increase to 578,737 units in total. What made this Belgian miracle?

The Bulgarian bike sector is steadily developing these days despite the existing challenges and a serious overstocking in the local market. In fact, the industry and major local manufacturers have gone through an extremely dynamic and challenging period. After the euphoria of pandemic sales, the sector has faced supply chain disruptions, overstocking and macroeconomic headwinds. Despite the decline in sales volumes, the trend toward electric bicycles and micromobility offers some optimism, with the European market expected to double by 2030.

After several challenging years for the bicycle industry, the Austrian industry and market proved remarkably stable in 2025. It went back to normal. In 2025, Austria's bicycle and sporting goods retail sector sold approximately 389,000 units.

The Italian bicycle market closed 2025 in negative territory, confirming what now appears to be a structural downturn. Data released by Confindustria ANCMA and presented at Pirelli's advanced bike tyre manufacturing facility in Bollate near Milan, show total sales of 1.3 million units, down 4% year on year.

Although the number of bicycles delivered in Switzerland fell again by around 25,000 units in 2025, the trend in sports bicycles and e-bikes provided a ray of hope, as sales in these categories started to rise again. Looking solely at specialist retailers, excluding major distributors, rising figures were recorded in almost all sectors. However, the Swiss bicycle suppliers' association, Velosuisse, still refers to being in a 'consolidation phase.'

A total of 1,093,478 bicycles were sold in Spain in 2025, just 0.7% fewer than in 2024, according to data presented by industry association AMBE and Cofidis. Total bicycle sales in Spain generated €1.4 billion in 2025, a 9% increase compared to 2024. This growth was mainly driven by the mid-range and high-end segments, particularly e-bikes, which accounted for 21.5% of units sold and 35.2% of bicycle sales turnover.

For the first time since 2020, the United Kingdom's cycling market has returned to growth in 2025, reports the UK Bicycle Association (BA). Total market value rose 5% year-on-year to reach just under £1.9 billion (€2.2 billion) in 2025, returning close to 2022 levels after several years of decline.

At two million units, the German e-bike market held steady in 2025, after the volatile market during pandemic years. The sales volume has been around this level since 2023. The same goes for mechanical bicycles, whose sales volume has remained steady over the past three years at just under two million units. To grow the market, the industry should therefore focus on increasing the average retail price, but that continued to decline in 2025. No wonder the industry organisations emphasised the growing popularity of bike leasing and refurbishing at their joint presentation of the 2025 market results.

For the first time since anti-dumping duties were introduced in 2019, China reclaimed its position as the European Union's top e-bike supplier in 2025. The lead is marginal, with an equal 32.8% share of the total e-bike import market together with Taiwan. Although only a mere 350 units more entered the EU from China than Taiwan, the island nation continues to hold 54% share of import value, totalling €318 million.

The total market value in the Netherlands surged by more than 60% in the past 10 years, driven by the rising average retail prices for e-bikes. In 2025, combined bicycle and e-bike sales totalled at €1.533 billion, a 1.3% decline from 2024. Market growth over the past years has masked declining sales volumes. In 2025, the market experienced a further 7% decline in units. At the same time, the average price increase of e-bikes and bicycles combined exceeded the rate of inflation more than twice. To what extent will consumers continue to pay the ever-increasing prices?

The Czech industry just can't seem to regenerate the local e-MTB market. Czechs are primarily focused on off-road e-bike use, and e-MTB models were a strong segment in 2025, but this category is still threatened and burdened by the ongoing sales crisis since 2023. Still, there are positive signs coming from this important production base for the EU market.

That 2025 was not going to be a good year for the Taiwanese industry was already evident after Taipei Cycle in March when it became obvious that order books were still empty. The bicycle-producing nation closed 2025 with a 7% drop in e-bike export volume, compared to the record-breaking bad year in 2024. With just under 337,000 units leaving the country and the export value dropping another 3%, it shows the Taiwan industry is still facing an uphill climb to bring production back to pre-pandemic levels.

DHAKA, Bangladesh - The bicycle industry in Bangladesh is quickly recovering from a major slump in exports. In the last fiscal year from 1 July 2024 to 30 June 2025, the export value of bicycles increased by 41% from $83 million (€71.9 million) in 2023/2024 to $117 million (€101.3 million) last year. This data was released recently by the country's Export Promotion Bureau.

SHIZUOKA, Japan - The situation for the Japanese bicycle industry becomes even more challenging now that sales and production numbers for 2024 have turned out to be lower again for the consecutive year. For the first time in decades, domestic production fell below the 700,000 unit mark. Import volumes saw single-digit growth, but remained below the 5 million unit mark.

BUCHAREST, Romania - Despite documented local market volatility, Romania continues to play a key role in European bicycle production, thanks to its generally low-cost labour and a high demand for its bikes in major export markets.

ZEIST, The Netherlands - Will the European e-bike market ever reach the market share of 70%-80% that industry insiders dreamed of during the boom years of 2017-2019? An overview of e-bike market share by sales volume in Austria, Germany, the Netherlands, France, Italy, the United Kingdom, Spain and Switzerland clearly shows a slowdown in sales and even a contraction in some markets.

COPENHAGEN, Denmark - The Danish bike sector is steadily growing these days, thanks to the ever-growing demand for e-bikes and the country's emphasis on living an active, health-conscious lifestyle.