Source: Nieuwsfiets

The Dutch cycle market experienced a stable year in 2024, with a slight decline in sales but consistent revenue, largely thanks to e-bikes which continue to dominate in popularity.

A total of 868,126 new bicycles were sold, reflecting a 7% decrease compared to 2023. However, total industry turnover remained substantial at €1.55 billion, marking a 4% decrease, with an average price per bike of €1,809.

According to research conducted by the Royal RAI Association and BOVAG, in collaboration with GFK, e-bikes continue to dominate the market and play a crucial role in maintaining sales levels. Over the past decade, the Dutch bicycle market has grown significantly, peaking during the COVID-19 pandemic. Since then, sales have gradually declined due to initial supply chain disruptions and changing consumer behaviour post-pandemic.

E-bikes account for 72% of total bicycle revenue

Electric bicycles remain the leading segment within the Dutch market, with 48% of all new bicycles sold in 2024 being e-bikes, and accounting for 72% of total bicycle turnover. While the number of e-bikes sold declined slightly, the average price increased by 5% to €2,719. Fat bikes have also gained popularity, comprising 13% of new sales, with 111,033 units sold in 2024.

Despite the growing variety of e-bikes, more traditional electric bicycles – commonly used for commuting and recreation – continue to be the foundation of the market in both sales volume and revenue. Additionally, conventional city bikes maintain a significant share, making up 20% of total new sales.

Price trends and sales distribution

The average price of a new bicycle rose by 3% in 2024 to €1,809. E-bikes and road bikes remain among the most expensive categories. Two-thirds of all new bicycles are purchased through specialty bike stores, where e-bikes now represent 63% of sales and contribute 82% of total revenue. Meanwhile, alternative distribution channels, such as direct-to-consumer sellers and online platforms, are becoming increasingly prominent. However, online sales of bicycles declined by 7% in 2024, totaling 165,625 units.

These findings were presented at the 2025 Bicycle Awards, an event designed to highlight innovation within the Dutch bicycle industry.