News Article

2016 Dutch Market Breaks Record in Value but Drops in Volume

Sales & Trends

AMSTERDAM, the Netherlands – For the 4th consecutive year the total bicycle market value in the Netherlands reached a record level. The turnover made with the sale of new bicycles and e-bikes ended at close to one billion euro on December 31, 2016. Despite this record the Dutch industry association RAI-Vereniging reported that not all the news from the cycling loving country was positive as the 2016 sales volume declined to the lowest level in thirty years.

2016 Dutch Market Breaks Record in Value but Drops in Volume
‘It’s too early to say that the e-bike market has reached it maximum share at 29%,’ said Wouter Jager, chairman of the bicycle section of Dutch industry association RAI-Vereniging. – Photo Bike Europe

The RAI-Vereniging market statistics on 2016 show that a total of 928,000 new bicycles and e-bikes were sold in the Netherlands. The total retail value of that sale stood at 937 million euro. The statistics also indicate that e-bike sales hovered around the same level as in 2015 at 270,000 units.


Chairman of the bicycle section of the industry association, Wouter Jager, did not want to call this a stagnation. At yesterday’s ‘Tweewieler Retail Trends Congress’ organized by Bike Europe’s sister magazine Tweewieler he said “It’s too early to say that the e-bike market has reached its maximum share at 29% as was in 2016. We think that there’s is still potential for growth in this product category.” On the other hand he also pointed out that “in the future regular bikes will continue to make up a substantial part of the market, I am convinced of that.”

More than 90 e-bike brands

Jager also reported that, “Rampant growth of e-bike sales resulted in the presence of more than 90 different e-bike brands on the market today”, and on the other hand, “the announcement of Media Market that they will pull out the e-bike market shows that market entrance is certainly not easy.” Apart from that this was not the only change that occurred in the bicycle retail market. In 2016 IBDs managed to increase their market share in volume big; from 70% to 76%.

Average retail price

The trend of growing importance of the e-bike category continues to push the average retail price. This took place also in 2016, though at a much lower pace. The market share of the e-bike category increased again from 28% in 2015 to 29% last year making it the second largest category after regular city and touring bikes.

For the first time in history the average retail price in all distribution channels, including online, exceeded the 1,000 euro mark and ended at 1,010 euro, an increase of more than 10% compared to 2015. For the IBD channel only, the average retail price stands even substantially higher at 1,094 euro. This increase was limited to 3.1%.


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