7% downturn in Dutch bicycle sales

The total market value in the Netherlands surged by more than 60% in the past 10 years, driven by the rising average retail prices for e-bikes. In 2025, combined bicycle and e-bike sales totalled at €1.533 billion, a 1.3% decline from 2024. Market growth over the past years has masked declining sales volumes. In 2025, the market experienced a further 7% decline in units. At the same time, the average price increase of e-bikes and bicycles combined exceeded the rate of inflation more than twice. To what extent will consumers continue to pay the ever-increasing prices?

"We are rather content with the market in 2025 as the Dutch industry association RAI," said Rene Veenhuizen, RAI board member and managing director Shimano West Europe, at the presentation of the results. The market study was conducted by NielsenIQ and commissioned by the RAI and the Dutch dealer organisation Bovag.

"We see a slight market recovery and expect that 2026 will mark the turning point for our industry," said Veenhuizen. This recovery was not reflected in the 2025 figures presented by the industry association, which indicate a decline in both volume and value.

Home market under pressure

The RAI and Bovag study shows that unit sales in 2025 totalled 795,968, 7% lower than in 2024 and the lowest level in the past 40 years. Accell Group has not remained unaffected by this development. Once its most important market, the Netherlands was home to leading brands Batavus, Sparta and Koga, but the decline in sales volume didn't help Accell Group overcome its financial difficulties. The company's heritage brands ended last year with the closure of the factory in the Netherlands. Today, these brands are made by Accell Hunland in Hungary. Except for some smaller assemblers such as RIH, Azor Bikes and Van Raam, Pon-owned Gazelle and Giant are now the principal assemblers in the Netherlands.

The e-bike remains a strong presence in the Dutch market, although its market share has been stable for some years. Approximately 391,000 units were sold last year at an average retail price of €2,872, generating total revenue of €1.123 million. The e-bike market did not escape the demand slowdown seen in regular bicycles, with sales volume down 4.4%, largely offset by a 6% increase in average retail price. The position of the IBDs remained as strong as ever, holding 89% of the e-bike market volume.