Bicycle and E-Bike Sales Decline Further
The UK bicycle market continued its downward trajectory in 2024, with total sales dropping to 1.45 million units, a 2.4% decline compared to 2023, according to data from the British Bicycle Association (BA). This marks the lowest annual sales figure in 50 years, significantly below the historical average of 3 million bicycles per year.
“The market has fallen further in 2024, continuing the long post-COVID downturn that began in late 2021,” the BA stated.
Following a pandemic-driven boom in 2020 and 2021, UK bicycle sales have experienced a sharp and sustained decline. The market shrank by 22% in 2022, followed by further drops in 2023 and 2024.
Segment-Wise Market Trends
- Mechanical Bicycles: Sales fell 4%, continuing the multi-year decline.
- Electric Bicycles: Sales dropped 5%, reaching just 146,000 units, or 9% of total bicycle sales. This decline occurred despite price reductions and widespread discounts.
- Children’s Bicycles: Sales are now one-third lower than pre-pandemic levels, with only 21% of children (ages 5–16) riding bikes regularly.
While most categories struggled, enthusiast-driven segments—such as high-end road and mountain bikes—showed year-on-year growth, providing a small but crucial bright spot in an otherwise sluggish market.
Outlook for 2025: A Gradual Stabilization?
Despite the current challenges, BA forecasts modest industry growth in 2025:
- Bicycle and accessory sales (PACs) are projected to rise by 2%
- Service sales are expected to increase by 3%
- E-bike sales may decline by a further 1%
Simon Irons, Director of Data and Insights at the BA, expressed concern over the continued decline in youth cycling participation, stating,
“Children’s bicycle sales are particularly worrying because they represent our future riders.”
While the market remains in turmoil, there are signs of stabilization. Industry experts suggest that the ongoing inventory crisis—one of the major obstacles in recent years—could ease in 2025. The Confederation of the European Bicycle Industry (CONEBI) has advised the industry to “hold on until 2025,” as the worst of the inventory overhang may soon be behind us.
After three years of record-low sales, could 2025 mark the beginning of the industry’s recovery? While uncertainties remain, manufacturers, retailers, and cycling advocates will be watching closely for signs of a long-awaited turnaround.