Europe Bicycle Market Size and Share Analysis 2023-2028

Market Overview

The European Bicycle Market is projected to witness substantial growth, with the market size estimated to increase from USD 22.96 billion in 2022 to USD 39.80 billion by 2028, at a CAGR of 9.67% during the forecast period from 2023 to 2028.

Cycling, an aerobic activity that contributes to overall fitness, involves using a bicycle consisting of two wheels held in a frame, propelled by pedals, and steered with handlebars attached to the front wheel.

Product Type

Market Report

No. of Pages


Release Date

April 2023

Base Year


Forecast Period


Market Size

USD 23 billion in 2021

Market Segments

Type, Distribution Channel, and Geography



No. of Companies Mentioned


In certain European countries including France, Italy, Germany, and the Netherlands, the demand for e-bikes has surpassed that of conventional bicycles. The European bicycle market has been primarily driven by the fitness and leisure segments, as more individuals engage in recreational activities and exercise using bicycles, leading to steady growth in the medium to long term. Moreover, the rising popularity of cycling events and the versatile applications of bicycles in trekking and recreational activities are expected to further propel the market’s growth.

Increasing environmental concerns and aggressive marketing campaigns promoting eco-friendly transportation have encouraged more people to choose cycling as a means of commuting. The growing focus on body fitness and health consciousness among consumers has also contributed to the increasing demand for e-bicycles. In Spain, e-bicycles have become the most popular electric vehicles, with over 220,000 units sold in 2021, according to the Spanish Bicycle Industry Association (AMBE).

Prominent companies in the industry are actively expanding their brand presence in the region through strategies such as mergers, acquisitions, partnerships, and new product developments. For example, Hero Cycles, a brand under the Hero Motors Company Group, entered the European market in June 2021 by delivering its Made in India e-bikes to Europe.

The demand for sports bicycles is expected to experience a boost in the coming years due to their increased utilization in trekking, recreational activities, and the growing number of cycling events. Celebrity endorsements also play a significant role in driving demand. In Italy, over 3.2 million bicycles were manufactured in 2021, with the e-bike category experiencing exceptional growth of 25% and regular bicycles seeing a 5% year-on-year increase, reaching 2.9 million units. Bianchi has announced an ambitious plan to triple its Italian output by August 2022, while tire producers Vittoria and Pirelli have expanded their facilities in Italy.

A survey conducted in England in 2021 revealed that 18% of male participants cycled at least once a month, whereas 8.5% of females and 13.2% of individuals identifying as other genders cycled once a month for any purpose.

Cycling events also play a vital role in promoting cycling and driving the growth of the bicycle market. These events cater to various segments of the population, including children, adults, families, and employees of organizations. For instance, European Mobility Week, an initiative by the European Coordination, National Coordinators, and the European Commission, aims to improve public health and overall quality of life by promoting clean mobility. In July 2021, Spanish cycling enthusiasts launched, an initiative importing Amsterdam-style bicycles to Spain. Additionally, international sports events such as cycling championships encourage consumers to take up cycling, thereby driving market growth.

Market Segmentation

The market is segmented based on various factors, including type, distribution channel, and geography.

Segmentation by Type
Road Bicycles
Hybrid Bicycles
All Terrain Bicycles
Other Types

Segmentation by Distribution Channel
Offline Retail Stores
Online Retail Stores

Segmentation by Geography
United Kingdom
Rest of Europe

The introduction of e-bicycle features has significantly influenced consumer preference, leading to a shift from conventional bicycles to e-bicycles. This trend has been further boosted by government initiatives aimed at promoting the sale of e-bikes. In addition to the increasing interest in recreational and adventure activities, e-bicycles have found applications in various sectors such as logistics (food delivery), tourism, and e-bike rental services. These factors are expected to drive the market for e-bikes during the forecast period.

Furthermore, in response to concerns about vehicle emissions and traffic congestion, several automakers have expressed plans to enter the growing e-bike market as a means of diversifying their product portfolios. Europe, with its numerous travel destinations, has seen the emergence of tourism companies offering exclusive Cycling Holidays packages that utilize e-bicycles. This, in turn, contributes to the sales growth of e-bicycles. Additionally, governments across Europe are taking initiatives to promote safe and environmentally-friendly transportation, thereby further driving the demand for e-bikes. For instance, the Paris Office of Tourism has implemented the addition of 50 kilometers of bicycle lanes to ensure safe and organized traffic in the region.

Offline retail stores serve as the primary distribution channel for bicycles across Europe. Supermarkets and hypermarkets, with their extensive retail space and diverse product offerings, also play a significant role in bicycle sales. Most bicycle manufacturers distribute their products through specialty retail outlets, including independent specialty bicycle shops and subsidiaries. Specialty stores offer enhanced visibility and a wide range of bicycles, including e-bikes, making them a convenient retail channel for both end users and vendors. The high and medium-income groups, in particular, frequently visit these specialty stores, and impulse buying behaviors further contribute to bicycle sales through this channel.

The rise of e-bike technology has prompted a shift in consumer preference from traditional bicycles to e-bikes. Global and regional manufacturers are actively meeting this demand by incorporating advanced technologies such as anti-theft features and smart monitoring systems, aiming to gain a competitive edge in the market. Major manufacturers continuously innovate their e-bike products, as evident from Dott’s recent launch of its e-bikes in Germany in 2021. These e-bikes provide clean mobility and utilize single-app use technology.

Government initiatives to promote e-bike sales have also played a significant role in driving market demand. According to the Bicycle Industry Association, the total number of bicycles and e-bikes sold reached 2.37 million units in 2021, marking a 10% increase compared to the previous year. Of these, 1.43 million were e-bikes, experiencing an 8% growth in production, surpassing traditional bicycles since 2019.

The construction of a car-free bicycle highway spanning 62 miles and connecting ten cities and four universities in Germany is expected to further stimulate sales in the near future. Consumers are attracted to the convenience offered by this highway and appreciate the opportunity to contribute to a cleaner environment. All of these factors combined contribute to the growth and expansion of the e-bike market.

Competitive Landscape

The European bicycle market is characterized by a high degree of fragmentation, with numerous international and regional players involved. Dominating this market are key players such as Accell Group NV, Trek Bicycle Corporation, Pon Holdings BV, Scott Corporation SA, and Giant Manufacturing Co. Ltd. These companies employ various strategic approaches, including mergers, expansions, acquisitions, partnerships, and new product developments, to strengthen their brand presence throughout the region.

Other prominent players in the European bicycle market also hold significant market shares. The key factors influencing the position of these market players include consistent product launches featuring advanced technology and superior quality. To gain a competitive edge, brands differentiate their products based on design, technology, quality, and innovation. Therefore, product differentiation plays a critical role in maintaining a competitive advantage within the European bicycle market.

Accell Group has emerged as a market leader through strategic investments in research and development, as well as frequent product launches, aimed at expanding its consumer base and geographical presence.

Similarly, Giant Manufacturing Co. Ltd holds a dominant position in the market, with continuous product launches showcasing cutting-edge technology.

Key companies profiled in this report include Accell Group, Trek Bicycle Corporation, Pon Holdings BV, Giant Group, Bulls Bikes, Ribble Cycles, Riese Und Muller GmbH, Merida Industry Co. Ltd, Scott Corporation SA, Canyon Bicycles GmbH, Grimaldi Industri AB, Simplon Fahrrad GmbH.

Recent Industry Developments

In October 2022, Cervélo, a subsidiary of Pon Holdings, introduced the ZHT-5, a cross-country mountain bike that emphasizes lightweight construction and efficiency. Cervélo stated that the ZHT-5 has been specifically designed for XC racing and will make its racing debut at the initial round of the XCO World Cups in Valkenburg, Netherlands.

In September 2022, Pon Holdings’ Pon Bike division successfully acquired Veloretti, a renowned e-bike brand based in the Netherlands. Veloretti primarily operates in the European market, offering a range of bicycles.

During the same month, Haibike, a brand under the Accell Group, unveiled a new electric mountain bike (eMTB) specifically designed for the MTB category. The Lyke eMTB features a detachable watt-hour battery, providing added convenience for users.

Key Questions Answered

What is the duration of the study for the Europe Bicycle Market?
The study of the Europe Bicycle Market covers the period from 2018 to 2028.

What is the growth rate of the Europe Bicycle Market?
The Europe Bicycle Market is expected to grow at a compound annual growth rate (CAGR) of 9.67% over the next five years.

What is the size of the Europe Bicycle Market?
The Europe Bicycle Market is projected to reach USD 25,084 million in 2023 and is anticipated to grow at a CAGR of 9.67% to reach USD 39,795 million by 2028.

Who are the key players in the Europe Bicycle Market?
The major companies operating in the Europe Bicycle Market include Trek Bicycle Corporation, Accell Group NV, Giant Manufacturing Co. Ltd, Pon Holdings BV, and Scott Corporation SA.

Original price was: USD 4,750.Current price is: USD 2,850.

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Europe Bicycle Market Size and Share Analysis 2023-2028

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Europe Bicycle Market Size and Share Analysis 2023-2028

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