GfK research in the Netherlands, Germany, France and Belgium highlights four trends in purchasing behaviour and priorities when buying an e-bike. The e-bike is no longer just a recreational luxury but is increasingly becoming a serious mobility alternative that influences daily travel behaviour.
The Dutch bicycle market has enjoyed favourable market conditions throughout 2025. According to the annual report from H&L Accountancy's benchmark group, average retail revenue increased by 5.3% across bicycle retailers in the Netherlands. However, at the same time, the gross margin decreased by 0.9 percentage points, bringing it to 28.0% as labour costs put pressure on margins.
Taiwanese bicycle manufacturer Merida Industry Co., Ltd. has entered 2026 under continued market pressure. The company reported a -44% year-on-year revenue drop in January, followed by a smaller, but still significant, -22% YoY decline in February compared to last year's Q1 figures.
More than ever before, the industry is awaiting the outcomes of the Taipei Cycle Show. Trade show visits are under pressure in general, and the challenges in the bicycle industry create significant market uncertainty.
Although the March Global Bicycle Purchasing Index (GBPI) data points to sustained improvements in new incoming order levels and the own purchasing levels of bicycles, the assessment of the current industry situation remains poor or average at best. Business sentiment has failed to recover from the drop following Eurobike 2025.
Widely considered a huge growth market, e-bike adoption in the United States has been slow — but this may have turned a corner. According to figures from an independent assessment, an estimated 2.2 million units were imported into the country in 2025, representing a significant increase amid numerous changes in domestic trade policies.
