With easing financial pressures, modest volume growth is expected in 2025, picking up pace in 2026. The rate of recovery depends on the UK cycling market’s ability to counter negativity around e-bikes and the pace of change arising from increased government investment in walking, wheeling and cycling.
A total of 2.2 million bicycles are sold in the UK every year, at an average price of £502. It’s a male dominated market, but e-bikes are still the main driver of growth, and over one-fifth of women who are planning to buy a bike in the next 12 months are considering an e-bike.
One factor holding back growth is the amount of negative media coverage around e-bikes, which have been a key driver of growth in the market in recent years. Countering misinformation with education and effective communication will be important for the industry to broaden the appeal of cycling to a wider base of consumers.
Many consumers are still struggling financially, which is holding back growth. E-bikes tend to be more expensive than regular cycles, putting them out of reach for many. The industry can look for ways to broaden access to bicycle or e-bike use with innovative ideas such as community rental schemes, short-term hire or integrated public transport tickets. Routes to ownership could also be improved using rent-to-buy and expanding the availability of 0% interest credit or buy-now, pay-later schemes.
This Report examines the UK cycling market. This includes the full range of traditional mechanical bicycles and electric bicycles or e-bikes. Under UK law, e-bikes are referred to as ‘electrically assisted pedal cycles’ (EAPCs), with a motor that has a maximum power output of 250 watts and where electrical assistance is immediately cut off when the speed reaches 15.5 mph (25 kmph).
Natalie is a senior analyst with over 25 years’ experience researching and writing reports for Mintel’s European retail market coverage.
There is good growth potential as consumer finances improve if the industry can counter adverse e-bike media coverage and be more innovative with routes to ownership.
Natalie Macmillan
European Analyst – Retail
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