Last year, the Dutch bicycle market grew, for the first time since 2007 when total sales reached a record of 1.4 million. Nevertheless, in the past decade, the booming e-bike market continued to push up both average value and turnover. But the decrease in conventional bikes was considerable to a point that total volumes kept dropping.
In 2016, even e-bike sales went through a small dip, raising fear for market saturation. The 2017-result shows however that the 2016-dip was a one-off. Last year, a total of 957,000 bicycles were sold in the Netherlands. that was 29,000 or a good 3% more than in 2016. With that, a total of 294,000 e-bikes were sold, which resulted in a 31% share in volume, 2% more than in 2016.
E-bikes accounted for more than half of the 976 million turnover of the total, Dutch bike market. Turnover grew with 4.2% compared to 2016. In that year, for the very first time average value of (e-)bicycles sold in the Netherlands exceeded the limit of € 1,000. Last year, average value continued to grow from € 1,020 to € 1,086. 36% of all bicycles sold in the Netherlands last year were in the price category > € 900
Speed pedelecs still remain a small category but sales are increasing: from 3,576 in 2016 to 4,572 in 2017, i.e. just under +28%. LEVA-EU member Stromer is the absolute market leader in this segment with more than 40% share in sales volume. Riese & Müller (17%) came second, followed by Gazelle (9%) and Sparta (9%). So 4 brands hold 75% of the market, while the remaining 25% is shared by no less than 31 brands!
This article is based on information supplied by the Dutch trade associations RAI and BOVAG.
The detailed list of speed pedelec sales is here: http://raivereniging.nl/ecm/?id=workspace://SpacesStore/ffb6f938-1d9d-4046-a13f-7d6bc55d53d8
Full details on the Dutch (e-)bike market from 2007 till 2017 are here http://raivereniging.nl/ecm/?id=workspace://SpacesStore/b6d2614f-bae3-4d74-9acd-307215aa4e8c