Overall development of sales

With a few exceptions (see Belgium), 2009 was a very hard year for bicycle dealers. This usually continued until the early winter months of 2010, however since then positive market developments have been noted in practically all EU countries.

Other market and distribution trends

More and more car dealers are starting to sell (electric) bikes. Opinions are divided as to the importance of this trend: though some considered that this is a bigger threat than Internet sales, for others it should not be considered significant as the service provided by car dealers is not up to scratch. Mechanics do not necessarily want to deal with bikes and often end up giving up on them. Also, due to dealership constraints car dealers usually don’t have access to top bicycle brands.

Another important trend is the development of « mobility centres ». This is happening in France, with Peugeot trying to offer bikes, scooters and mopeds in all of their dealerships (3000 in France). Following the success of Velov and Velib, they want to offer the possibility of renting bikes from their own dealers.

Market forecast

2010 is expected to be a better year than 2009 but the extent of the upturn remains to be confirmed.

Overall development of sales

2009 was an excellent bicycle year in Belgium. If from December 2009 to the end of February – beginning of March 2010, sales had stopped, they have since increased significantly.

Sales by categories (in units and value)

- Bicycles

No changes.

- Electric bicycles

Sales have increased considerably (mainly Flyer bicycles as they got a good read-up in the press).

Average value of bicycles sold

Increasing.

Other market and distribution trends

Marked increase in sales of electric bicycles, general increase in quality level of bicycle sales.

Market forecast

2010 started off as a good year. Sales of (electric) bicycles are also expected to benefit from campaigns promoting cycling, such as campaigns encouraging cycling to work and the distribution of eco-cheques which can be redeemed for ecological products.

Overall development of sales

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Sales by categories (in units and value)

- Bicycles

Slight increase in 2009 vs 2008 (380 000 units vs 370 000).

- Electric bicycles

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Average value of bicycles sold

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Other market and distribution trends

The main distributors were IBDs by far (65% of all retailers). Halfords closed down in the Czech Republic and in Poland, however chains are gaining ground. For 800 IBDs, chains such as Intersport, Hervis and Sportisimo currently have around 200 selling points in the Czech Republic.

Market forecast

Forecasts for 2010 are optimistic with prognoses of sales as high as 2009 if not higher.

Overall development of sales

Due to bad weather conditions, sales in the twowheel business have been very low the first two months of 2010. It seems that from the beginning of March the business has been very busy and gained much from the poor first two months.

Sales by categories (in units and value)

- Bicycles

At 520 000 units, sales for 2009 were slightly lower than 2008 (543 000).

- Electric bicycles

Share in total bicycle sales increasing steadily (2007: 0.5%; 2008: 1.5%, 2009: 2%)

Average value of bicycles sold

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Other market and distribution trends

IBD market share stable (2007: 65%; 2008 and 2009: 63%)

Market forecast

Catch-up expected. By the end of April 2010, most of the IBD’s should have sold the same number of bicycles and the same turnover as at the same time last year.

Overall development of sales

The last year has been very hard on the market with many professionals forced to stop their activities.

Sales by categories (in units and value)

- Bicycles

Sales up to October were very bad (-30%). But they have since increased and the yearly average is around -9% and turnover around -4.5%.

- Electric bicycles

Sales have increased +60% but unit sales remain small with 23 000 electric bikes sold last year.

Average value of bicycles sold

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Other market and distribution trends

Success of “sustainable mobility” bikes (city bikes…) which now represent up to 25% of the market.

Market forecast

Overall the bicycle situation seems to be improving at beginning of 2010.

Overall development of sales

Sales were average during the first quarter of 2010, with the months of February and March yielding only satisfactory results. As for 2009, results indicate that this was a good year.

Sales by categories (in units and value)

- Bicycles

No changes.

- Electric bicycles

Sales could be better. Sales better in the countryside where electric bikes are used for tourism and to travel between small towns. Cities have parking problems and the cycle lanes are too small. But use there is increasing and politicians are starting to see that electric bikes are a very good tool for combating pollution.

Average value of bicycles sold

Increasing due to the increase in sales of electric bikes and better quality bikes.

Other market and distribution trends

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Market forecast

Sales in 2010 are expected to reach roughly the same level as the previous year.

Overall development of sales

Overall, sales have dropped since the beginning of 2010. Electric bikes put aside, sales and average price are falling. However turnover for bicycles (including electric ones) has increased 5% since the beginning of 2010 due to the proportion of electric bikes sold.

Sales by categories (in units and value)

- Bicycles

Sales have dropped -5% in units

- Electric bicycles

Increasing.

- Motorcycles

Sales have dropped -15 to -20% since the beginning of 2010.

- Mopeds

Sales are going very well with a +10% increase this year already.

Average value of bicycles sold

The usual price stands around 700-900€ but this has dropped by 50-100€/bike.

Average price of electric bicycles: €1950

Other market and distribution trends

Electric bicycle sales were expected to drop but didn’t. Cheaper electric bikes were tried and rejected. The average buyer age is getting younger and younger: down to 45+. The bikes are used for commuting and not just recreation. Dutch consumers are often giving up on a second car for an electric bike or scooter. E-scooters and mopeds still marginal (500 or 800 units sold a year).

Other than this, sales of bicycles with a basket in front are increasing. The trend started 2008 and is developing quickly. Sales over the Internet are also strongly increasing, particularly for children’s bikes. “Lifestyle” bikes are also a best-selling category.

Market forecast

Future sales look ok for bikes and mopeds, good for electric bikes but bad for motorcycles.

Overall development of sales

Though first sales figures for 2010 showed that sales have fallen significantly compared to the same time last year, they seem since to have bounced back.

Sales by categories (in units and value)

- Bicycles

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- Electric bicycles

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Average value of bicycles sold

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Other market and distribution trends

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Market forecast

Suppliers report a marked improvement in March, but most echo that growth vs. last year remains below objectives for 2010 and that the poor early year trade has inevitably impacted upon retailer cash flow, slowing the seasonal stocking in process.