Amstelveen, 26 February 2025 – The essentially strong European bicycle market faced significant headwinds in 2023 and 2024. Due to challenges such as supply chain uncertainty, post-COVID overstock, market saturation leading to declining demand, and fierce competition, many manufacturers and suppliers have experienced difficult times.
These developments have hampered growth. In the Netherlands, we see a shrinking market for e-bikes in 2024. Some direct sellers are in great trouble, and brands are looking for new growth opportunities. Nevertheless, the bicycle market has permanently changed, and a sustained demand for e-bikes is expected. The rising demand for micromobility in general will continue. Therefore, it is essential to maintain focus on the right offerings and pay attention to relevant innovations within this context.
Recent insights from the GfK-NIQ’s annual e-bike monitor, show a strong willingness among (potential) e-bike buyers in the Netherlands to invest in additional services such as theft protection and replacement services. This trend highlights the growing value placed on protecting e-bikes. The percentage of (potential) buyers who have experienced e-bike theft ranges from 12% in the Netherlands to as high as 19% in other markets. The risk of theft is particularly high among young (potential) buyers.
In response to user needs, there is a clear demand for advanced functionalities in e-bike apps. These features are essential for enhancing the overall e-biking experience, providing users with tailored and safe routes.
Currently, most of the e-bike financing is done through personal savings. However, there is a growing interest in employer-sponsored leasing programs. Despite this interest, such leasing options are not widely offered by employers, presenting an opportunity for businesses to support their employees’ sustainable transportation choices. Especially among GenZ the interest in leasing and financing is high.
In Germany, the trend is similar, with a high demand for theft protection and replacement services. In three-quarters of the cases, the e-bike is or will be financed with personal savings. More than half of the users are interested in leasing through their employer, over 40% in private leasing, and almost half in financing the e-bike.
In Belgium, e-bike users show a similar pattern of preferences. In more than three-quarters of the cases, the e-bike was purchased with their own (savings) money. However, the interest in leasing and financing is high: 57% would consider leasing through the employer if it were offered, 41% are interested in private leasing, and 45% in financing an e-bike. The most frequently mentioned service for which people would be willing to pay extra is theft protection.
In France, e-bike users also demonstrate a strong preference for theft protection and replacement services. The financing trends are similar, with most e-bikes being purchased using personal savings. However, there is a significant interest in leasing options: 60% of users would consider leasing through their employer if available, 43% are interested in private leasing, and 48% in financing an e-bike. Additionally, French users highly value advanced app features.
As the e-bike market continues to evolve, addressing these needs will be crucial for manufacturers, service providers, and employers alike. One in five to two in five (potential) buyers consider buying a second-hand or refurbished e-bike, the percentage depending on the maturity of the market. These are just some of the insights the E-bike Monitor provides.
The GfK-NIQ E-Bike Monitor 2024 is now available
Would you like more information about the GfK-NIQ E-Bike Monitor 2024? Then take a look at the E-Bike Monitor 2024 page and fill out the form or contact Account Manager Bikes at GfK: Marcel Buskermolen: Marcel.Buskermolen@nielseniq.com.
About the GfK E-Bike Monitor (research accountability)
In 2018, the GfK-NIQ E-Bike Monitor was the first to be launched in the Netherlands. This year the study is also conducted in Belgium, France and Germany as in earlier years. The annual trends about the target group, motivation and purchasing behavior with regard to e-bikes have been extensively investigated in the E-Bike Monitor. In addition, we can link the insights (unique in the Netherlands) to the actual sales from the GfK Retail data. The questionnaire is updated annually to reflect current events. By means of a sample, respondents were questioned within the target group of current and potential e-bike buyers. The sample in the Netherlands was 2,000 respondents, in Germany, Belgium, France, 1,000 respondents. The survey was conducted in September/October 2024.
