Dutch bike market value drops 1.3% in 2025

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. 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.

Consumers are cautious

For 2026, the rate of turnover growth remains partly dependent on consumer behaviour, according to the ING retail specialist Kathinka Jongkind. She also reported that despite consumers' improved purchasing power, people remained cautious about spending on consumables in 2025. Persistent economic uncertainty, geopolitical tensions and relatively high inflation have eroded confidence in the economic climate and the willingness to buy now. "Consumers are expected to spend more in 2026, although it will still not be exuberant, particularly given persistent economic uncertainty and geopolitical tensions," says Jongkind.

Impact of the fatbike

In a few years' time, the fatbike gained 14% market share volume, totalling 108,000 units. Fatbikes, which can also fall under the umbrella of e-bikes, retail for an average of €1,198 in the Netherlands. It is unclear from the 2025 statistics whether these 108,000 fatbikes include all units put on the road. Their unprecedented popularity among young people has led to an illicit sales network that offers noncompliant, low-cost fatbikes. The average retail price of just under €1,200 indicates the Dutch e-bike market is open to disruptors offering e-bikes well below €3,000. It is not a matter of whether, but when this will happen again, now that the fatbike sales model has proven successful.