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


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
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.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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