Is the Bicycle Market Crisis Over?
The European bicycle market has experienced a significant downturn in recent years, but recent data suggests signs of stabilization. According to the European Cycling Industries’ 2026 report, the market’s decline has slowed considerably, indicating a potential end to the crisis. (cyclingindustries.com)
2025 Market Performance: A Slower Decline
In 2025, Europe sold 15.6 million bicycles and e-bikes, a 2.6% decrease from 2024. The total market value stood at €18.2 billion, down 0.84%. While these figures are negative, they represent a significant improvement compared to the 8.9% decline in 2023. Notably, the volume decreased three times more than the revenue, indicating that the average price per bicycle has risen, driven by higher-end models and e-bikes. Adjusted for inflation, the €18 billion market value is 18% higher than in 2018. (cyclingindustries.com)
Production and Employment Trends
On the industrial front, European bicycle production remained stable at 10.8 million units. Direct employment in the sector increased to 67,000, marking the first rise since 2023, when employment had declined by an average of 5.5%. This uptick suggests that the industry is moving past the crisis phase. (cyclingindustries.com)
Rising Imports and Component Production Decline
However, a concerning trend is the surge in bicycle imports to Europe, which rose from 2.9 million units in 2024 to 4.9 million in 2025. This increase is primarily attributed to imports from China, some of which may not meet European quality and safety standards. Additionally, the production of bicycle components in Europe declined by 19%, the steepest drop on the continent, indicating a shift towards importing more finished products. (cyclingindustries.com)
Italy’s Market Challenges
In Italy, the market continues to face challenges. In 2025, 1.3 million bicycles were sold, a 4% decrease from 2024. Electric bicycles accounted for just 20% of the market, compared to the European average of 31%. The specialized retail sector was hit hardest, with e-bike sales down 14% and traditional bicycle sales down 8%. Despite these challenges, Italy’s bicycle manufacturing sector remains strong, with a 6% increase in production of traditional bicycles to 1.8 million units and an 11% rise in exports. However, component production in Italy fell by 19%, the largest decline in Europe. (cyclingindustries.com)
Infrastructure and Policy Impacts
Industry leaders point to the lack of cycling infrastructure and safety concerns in urban areas as significant barriers to market growth. Without safe and accessible cycling routes, consumers are less likely to invest in bicycles. Additionally, the prevalence of non-compliant electric bicycles in the market has raised concerns about product quality and safety. (cyclingindustries.com)
Conclusion
While the European bicycle market shows signs of stabilization, challenges remain, particularly concerning imports, component production, and infrastructure. Addressing these issues is crucial for the industry’s sustained recovery and growth.
Highlights:
- New bicycle sales in France continued to decline in 2025, Published on Friday, April 24
- ‘Green shoots are emerging’ – Is the turmoil finally over for the UK cycling industry?, Published on Friday, March 13
- ‘A feast and a famine’ – why are profits falling for major bike brands?, Published on Friday, March 27