Boom in bicycles stopped: sales fall for the first time since Corona!

Boom in bicycles stopped: sales fall for the first time since Corona!

The bicycle industry in Germany is facing change: for the first time since the Corona boom, the market recorded a decline in sales figures. According to a report by the Deutschlandfunks Sales fell by around seven percent in 2024 compared to the previous year and now amount to a good 27 billion euros. There is also a noticeable decline in the number of directly employed people, which fell slightly to 76,700.

The numbers speak for themselves: While sales almost doubled between 2019 and 2023, declining demand is now causing dealers to have full warehouses. This has also put pressure on prices. The average price for an e-bike fell to 2,650 euros in 2024, around 300 euros less than the previous year. But the “Future Bicycle” association is optimistic and expects the industry to stabilize in 2025.

Changes in the e-bike segment

The decline in the e-bike segment is particularly noticeable. According to that EY Biking Barometer 2024 Sales of e-bikes in Germany fell by 5% to 2.1 million. Mechanical bicycles experienced an even steeper decline, falling 21% to 1.9 million units sold. Despite these figures, it is noteworthy that for the first time more e-bikes than mechanical bikes were sold nationwide.

At the same time, there are also positive developments: Sales of e-cargo bikes rose by 15% and have almost quadrupled since 2019. However, 71% of industry participants expect bankruptcies to increase in the next two years, while 63% expect mergers and acquisitions to increase. The total turnover of the bicycle market in Germany fell to 7.1 billion euros - a sign that the pressure on the industry is increasing.

Looking into the future

Another interesting point is the growing trend towards purchasing second or third wheels for leisure, sport or transport. Bicycle and e-bike inventories grew to 84 million, with about 11 million of those being e-bikes. According to that CIV However, market saturation remains unforeseeable.

The share of specialist retailers has risen sharply, while market migration to discount stores hardly plays a role anymore. This shows that specialist retailers still have an understanding of their customers' needs. In conclusion, the industry remains optimistic and is looking to the future with medium-term sales growth of 4-5% per year - despite the current pressure. It remains to be seen how this market will develop and what trends could shape cycling in the coming years.