Market Reports

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.

OSLO, Norway - The bicycle market in Norway experienced a significant increase in price, caused by the supply reduction of both finished products along with their components and spare parts. A similar trend has been observed in the other Nordic states. Still demand for bikes in Norway is steadily growing these days, despite the challenging economic situation.

VIENNA, Austria - After an impressive Covid-related sales boom and subsequent sales decline and overstock, Austria's bicycle market had already more or less returned to a 'high normal level' by 2023. Could this level be maintained in 2024? The answer to this question can be found in the latest data released by ARGE Fahrrad.

PARIS, France - After a sharp market contraction in 2023, 2024 did not fully reverse the trend. "The year 2024 has not been very easy," summarized Patrick Guinard, president of the Cycle Commission of the Union Sport & Cycle. According to the results of the 2024 French Cycle Observatory published by Union Sport & Cycle at the Vélo in Paris trade show, the French bicycle market generated €3.232 billion in turnover, a 5.9% decline compared to 2023. In volume, 1,956,700 bicycles were sold, representing a 12% drop year-on-year, for a turnover of €2.003 billion (-8.3%).

STOCKHOLM, Sweden -Recent figures from the Swedish industry association Cykelbranschen show that bicycle sales volumes have almost halved in the last 11 years, and the decline is ongoing. These market trends have been recently confirmed by some leading local bike retailers.

MILAN, Italy - After two years of double-digit declines, the Italian bicycle market seems to have stabilised. In 2024, over 1.3 million units were sold, marking a modest -0.7% decrease compared to the previous years. This positive signal comes from Italy's trade association, Confindustria ANCMA, which recently unveiled its market figures.

MADRID, Spain - The Spanish bicycle industry closed 2024 with a decrease in turnover for the third consecutive year. In line with neighbouring markets, the turnover in the Spanish cycling sector remains above pre-pandemic levels but contracted by 6.5% in 2024, to €2.3 billion including parts and accessories. Revenue from e-bike and bicycle sales make up 56% of this total value at €1.3 billion in 2024.

AARAU, Switzerland - In 2024, the bicycle industry in Switzerland was in a far deeper trough than in Germany or The Netherlands. Total sales fell by 54,000 units - a drop of 14%. It is worth noting that sales of e-bikes are still in the shadows of regular bicycles as market share remains locked in at around 45% for the past three years.

LONDON, United Kingdom - The total bicycle market in the UK saw sales drop a further 2% year-on-year in 2024 to a new low this century. This latest drop continues the long post-COVID downturn which began in the second half of 2021. However, the latest figures from the Bicycle Association (BA) suggest there is light at the end of the tunnel.

BERLIN, Germany - Massive discounting campaigns to reduce inventory levels in the market pushed down the average e-bike retail price and market value in Germany last year. While sales volume remained relatively stable, the revenue from bicycles and e-bikes totalled €6.33 billion, down 10.1% from €7.06 billion in 2023. This is still significantly higher than the sales value of €4 billion in 2019.