2022
9
UK E-Mobility: Electric Bikes and Scooters Market Report 2022
2022-10-25T04:04:27+01:00
OX1100535
2195
156827
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Report
en_GB
“Despite relatively low levels of current usage, there is a widespread public view that e-mobility will play an increasing role in our transport future. Innovation is making e-bikes a more…

UK E-Mobility: Electric Bikes and Scooters Market Report 2022

£ 2,195 (Excl.Tax)

Description

Key issues covered in this Report

  • Consumer experience and interest in e-mobility.
  • Consumer attitudes to e-mobility, including barriers and perceptions.
  • Overview of the leading e-mobility suppliers, retailers and product innovation.
  • Key drivers shaping the market, including the impact of the cost-of-living crisis, cycling participation, e-mobility rental schemes, government policy, and the health impacts of e-bikes.

Expert Insights from a Mintel Analyst

Despite relatively low levels of current usage, there is a widespread public view that e-mobility will play an increasing role in our transport future. Innovation is making e-bikes a more attractive consumer product, which have the potential to draw in new customers outside of the traditional cycling base. The cost-of-living crisis is likely to put the brakes on e-bike growth, but only temporarily. Full legalisation of e-scooters, expected over the next two years, is expected to trigger a strong rise in sales.”

john-worthington-analyst

John Worthington
Senior Analyst

 

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for e-bikes
      • Figure 1: E-bikes outlook, 2022-27
    • The market
    • E-bikes sales have plateaued after the COVID surge in 2020, but the market is now worth over £300 million
    • Double-digit volume growth is forecast to return from 2024 onwards
      • Figure 2: Market volume forecast for e-bikes, 2017-27
      • Figure 3: Market value forecast for e-bikes, 2017-27
    • The e-scooter market has reached an estimated £50 million but uncertainty over legalisation is holding back growth
    • Companies and brands
    • Most leading bicycle brands now offer e-bikes
    • New dedicated e-bike retailers are emerging
    • General retailers dominate the e-scooter market
    • The rate of e-mobility product innovation has been turbo-charged
    • The consumer
    • Interest is rising but overall consumer engagement remains low
      • Figure 4: Current versus expected future transport usage, 2022
    • ‘Try before you buy’ and expert advice are critical selling-points
    • Discount schemes can help to encourage e-bike sales
      • Figure 5: E-mobility purchase preferences, 2022
    • Cost, safety and theft are the three big barriers
      • Figure 6: E-mobility barriers, 2022
    • Lean and green messaging can be successful in the current climate
    • Despite low usage levels, consumers think e-mobility will play a growing role in our transport future
      • Figure 7: E-mobility attitudes, 2022
  3. Issues and Insights

    • Consumer curiosity can lead to higher engagement with e-mobility
    • Putting the pleasure back into cycling
  4. Market Size

    • The COVID cycling boom in 2020 took e-bike sales to a new level
    • E-bike growth ended in 2021…
    • …But sales have been relatively resilient in a challenging cycling market
    • E-bike market value has risen almost five times over the past five years
      • Figure 8: Estimated sales, value and average price of UK e-bikes market, 2017-22
    • E-hybrid/city bikes and e-MTBs account for 90% of sales
    • E-cargo bikes are a fast-growing niche
    • An estimated 175,000 e-scooters were sold in the UK in 2021
  5. Market Forecast

    • The cost-of-living crisis is likely to delay the next growth phase for e-bikes
      • Figure 9: E-bikes outlook, 2022-27
    • E-bike market is forecast to plateau at 2020-22 levels for another 12 months
    • Supply chain problems are improving but still persist
    • Double-digit e-bike volume growth is forecast to return from 2024 onwards
    • Faster growth rates are possible but may depend on government purchase incentives
    • Legalisation announcement is likely to trigger a surge in sales for e-scooters
    • E-mobility growth will also be shaped by broader transport policy and investment in infrastructure
      • Figure 10: Market volume forecast for e-bikes, 2017-27
      • Figure 11: Market value forecast for e-bikes, 2017-27
    • Forecast methodology
  6. Market Drivers

    • The UK economy is expected to face an extended period of slowdown
      • Figure 12: UK quarterly GDP growth, 2019-22
    • Prices are rising nearly twice as fast as wages
      • Figure 13: UK CPI inflation* versus weekly earnings growth**, September 2021-August 2022
    • Retail volumes are falling
    • COVID savings may cushion the cost-of-living crisis for some consumers…
      • Figure 14: UK household savings ratio, 2019-22
    • …And new tax changes may trigger some discretionary spending among affluent consumers
    • …But mortgage payments are also rising for many
    • Consumer sentiment has declined sharply among half of the population
      • Figure 15: How consumers see their financial situation, October 2021-September 2022
    • E-bike sales are likely to be insulated from the cost-of-living crisis to some extent…
    • …But the next phase of growth is likely to be delayed
    • Motoring fuel costs offer a marketing opportunity for lean and green e-bikes
      • Figure 16: UK average unleaded 95 Octane petrol price, May 2020-August 2022
    • The Pound’s weakness will push up the price of e-mobility products further still
      • Figure 17: Pound versus US Dollar and euro, January 2021-October 2022
    • Cycling participation levels surged in 2020…
    • …Before falling back in 2021…
    • …But reviving again in 2022 to date
      • Figure 18: Adult participation (aged 16+) in cycling activity* in England, November 2016/17-November 2020/21
    • Government has pledged record levels of investment in active travel…
    • …And the first Active Travel Commissioner Chris Boardman is responsible for spending it
    • …But political and economic uncertainty could affect these commitments
    • UK e-bikes growth lags other European countries
    • Promised purchase subsidies are yet to materialise…
    • …However, pilot schemes may help to raise some consumer interest
    • Bike rental is going electric…
    • …And can offer a ‘try-before-you-buy’ gateway into purchase
    • E-scooters may be legalised by 2024
    • E-cargo has big growth potential especially in B2B sector
    • Do e-bikes keep you fit?
  7. E-mobility Suppliers and Retailers

    • E-bikes
    • Leading suppliers
    • Third-party retail and direct-to-consumer
    • Halfords and Evans
    • Local independent bike shops
    • Dedicated e-bike retailers
    • General retailers
    • E-scooters
  8. Launch Activity and Innovation

    • VanMoof sets the pace
      • Figure 19: VanMoof S5 e-bike, 2022
    • City slicker
      • Figure 20: Nokotempo e-bike, 2022
      • Figure 21: Northern Light Motors e-trike, 2022
    • Cargo craze
      • Figure 22: Lundi 20 Moustache e-cargo bike, 2022
    • Is it a car…is it a bike…no, it’s a velomobile
      • Figure 23: Podbike Frikar, 2022
    • Motoring brands are pushing e-bike innovation
    • E-scooter design is innovating ahead of expected UK legalisation
      • Figure 24: Pure Advance e-scooter, 2022
      • Figure 25: Bo e-scooter, 2022
    • All things electric
    • New subscription models can offer opportunities for e-bikes
  9. Current e-mobility Usage

    • 7% of consumers have used e-mobility modes in the last 12 months
      • Figure 26: Transport usage in the last 12 months, 2022
      • Figure 27: E-mobility usage in the last 12 months, by gender and age, 2022
    • Affluent consumer groups lead the e-mobility charge
    • Most users both own and have rented e-bikes or e-scooters
      • Figure 28: E-mobility ownership and rental experience, 2022
  10. Future Expectations and Interest in e-mobility

    • 11% of adults expect to use e-mobility modes in future
      • Figure 29: Current versus expected future transport usage, 2022
    • Men aged 35-54 show the biggest growth potential
    • A new approach may be needed to attract cycling newcomers
      • Figure 30: Current versus expected future e-mobility usage, by gender and age, 2022
    • Consumers are willing to try out e-bikes and e-scooters
      • Figure 31: Interest in trying e-mobility products, 2022
      • Figure 32: Interest in trying e-mobility products, by gender and age, 2022
  11. E-bike Purposes of Use

    • Leisure/recreational use is most popular
    • Money-saving is a growing attraction for e-mobility in the current climate
      • Figure 33: Purposes of using an e-bike, 2022
  12. Future e-mobility Purchase Intentions and Attitudes

    • E-bike purchase intentions among likely future users are widespread but tentative
      • Figure 34: E-mobility purchase intentions, 2022
    • Current e-bike prices are beyond what most consumers are willing to pay…
      • Figure 35: How much consumers are willing to spend on an e-bike, 2022
    • …But e-scooter buyers have more realistic expectations
      • Figure 36: How much consumers are willing to spend on an e-scooter, 2022
    • ‘Try before you buy’ and expert advice are critical selling-points
    • Cycle to Work is an attractive e-bike purchase method
    • Green mobility scrappage schemes could be a winner
      • Figure 37: E-mobility purchase preferences, 2022
  13. E-mobility – Attitudes and Behaviours

    • Fitness misperception
    • Hair-shirt cyclists look down on e-bikes
    • Gain without pain
    • Awareness gap
    • Joy riders
      • Figure 38: E-bike perceptions, 2022
    • Cost is a key barrier
    • Brands should emphasise the long-term value for consumers – and the planet
    • Safety first
    • Secure storage should be a priority
    • Heavy metal
      • Figure 39: E-mobility barriers, 2022
    • Despite low usage levels, consumers are positive about the future of e-mobility
      • Figure 40: Other e-mobility attitudes, 2022
    • Could e-mobility replace cars as a rite of passage?
      • Figure 41: Other e-mobility attitudes, by age, 2022
  14. Appendix – Data Sources, Abbreviations, and Supporting Information

    • Abbreviations
    • Consumer research methodology
  15. Appendix – Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 42: Lower bound, central and upper bound volume forecast for UK e-bike volume sales, 2022-27
      • Figure 43: Lower bound, central and upper bound value forecast for UK e-bike value sales, 2022-27
    • Market drivers and assumptions
    • Forecast methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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Data

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*databooks not available with UK B2B Industry reports.

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