Mixed fortunes in markets across Europe

Europe’s bicycle markets are entering 2026 on very different footing. While Italy continues to struggle with declining sales and mounting pressure on specialist retail, Spain’s market is showing signs of stabilisation as higher-value segments, particularly e-bikes, drive revenue growth. In the UK, the industry recorded its first year of growth since 2020, offering cautious optimism after several difficult seasons. Together, the latest market reports reflect an industry still navigating post-pandemic correction, changing consumer demand and the growing importance of value-driven segments.

people at the presentation of Servimedia

ITALY

Italy's bicycle market hits the brakes in 2025 with sales down 4%

The Italian bicycle market closed 2025 in negative territory, confirming what now appears to be a structural downturn. Data released by Confindustria ANCMA and presented at Pirelli's advanced bike tyre manufacturing facility in Bollate near Milan, show total sales of 1.3 million units, down 4% year on year. ANCMA described 2025 as “one of the most challenging years in recent times” for the domestic market.

According to ANCMA, the main drag comes from the crisis in the specialist retail channel, historically the backbone of the industry. Bicycle shops — which traditionally account for 60–65% of the market’s total value in Italy — have seen a marked decline in sales, with -14% for e-bikes and -8% for traditional bicycles. This trend reflects widespread difficulties across the retail network and is a source of concern for the entire supply chain.

The e-bike segment showed a weaker picture, with domestic production falling 17% and exports declining in both volume and value. ANCMA argues the slowdown reflects Italy’s continued lack of cycling infrastructure and limited policy support for e-mobility compared with other European markets.

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SPAIN

Spanish bicycle market stabilises as e-bike adoption grows

Following strong post-pandemic growth, the Spanish cycling sector is undergoing a phase of adjustment and stabilisation. Both sell-in and sell-out figures show that, although volumes have fallen slightly, the market is moving towards a new equilibrium. This process enables companies to plan strategies with greater certainty and project more sustainable future growth.

A total of 1,093,478 bicycles were sold in Spain in 2025, just 0.7% fewer than in 2024, according to data presented by industry association AMBE and Cofidis. Total bicycle sales in Spain generated €1.4 billion in 2025, a 9% increase compared to 2024. This growth was mainly driven by the mid-range and high-end segments, particularly e-bikes.

Mountain bikes continue to lead the bicycle category, accounting for half the market value, whilst road bikes account for almost 38%, including the gravel category, which is establishing itself as a growing trend. In contrast to Portugal, which reported first signs of growth in production output in 2025, neighbouring Spain consolidated further in both value and volume.

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UNITED KINGDOM

UK cycling market posts first growth since 2020

For the first time since 2020, the United Kingdom's cycling market has returned to growth in 2025, reports the UK Bicycle Association (BA). Total market value rose 5% year-on-year to reach just under £1.9 billion (€2.2 billion) in 2025, returning close to 2022 levels after several years of decline.

The public results, published 13 March, don’t dive into hard unit numbers as in years past. Instead, the BA focuses on sales volume percentage increase across the four key categories, mechanical bikes (+6%), e-bikes (+2%), parts, accessories and components (PAC) (+1%) and services (+8%). Highlighting “emerging green shoots,” the organisation said these increases are a positive sign for 2026.

Despite the encouraging data, the BA stuck to a more measured tone. “The past few years have been a period of significant adjustment for the cycling industry following the extraordinary demand seen during the pandemic,” said Benstead. “While the market remains challenging, the BA’s data, and future forecasts, suggest that the sector may be approaching a turning point, with early signs of stabilisation and opportunities for growth as businesses adapt to changing consumer demand.”

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