Compared to 2022, a larger percentage of all e-bike users in the Netherlands were in the 25–34 age range in 2023. E-bikes were becoming more and more popular in Germany, especially with women and single-person families. These are only two results from the market research firm GfK’s annual e-bike monitor.

The average age of e-bike users has decreased with time. This has become a standard procedure worldwide after e-bikes gained traction in the market. Teenagers in the Netherlands are much more likely to ride e-bikes to school. However, the most recent version of the GfK e-bike monitor indicates that e-bike popularity declined in the 18–24 age range.

In light of the upcoming e-bike craze, the monitor indicates that sales of fat bikes are still rather low. Additionally, e-road bikes’ market share decreased while that of city and touring e-bikes increased. Dutch buyers are still prepared to spend money on high-quality e-bikes. Last year, the average price increased by 18% as a result of both changing tastes and price tag discrepancies. A typical deterrent to expensive purchases, the fear of e-bike theft, has grown by 40% in 2023.

In the Netherlands, the percentage of internet channels has somewhat increased following a rise in the previous year. Compared to other fast-moving consumer items, the Netherlands has a comparatively high internet share for e-bike purchases. More than 90% of consumers who went to a shop in 2023 took a test ride. Test rides are not as prevalent in other countries as they are in the Netherlands, notwithstanding this fact. Since 75% of consumers like multi-brand stores, they also enjoy having the option to choose for themselves.

The French and the UK internet market is expanding

In other European nations, the internet market’s share is rather consistent, despite the Netherlands seeing a decline in its share. France and the UK are not like other European nations when it comes to consumer behaviour because of the prevalence of large-scale sports shops and hypermarkets. For instance, compared to the other European nations in the monitor, the market share of online distribution is substantially larger. In Germany, physical sales continue to marginally outnumber internet sales, similar to the previous year.

A test drive and a visit to a physical store are essential components of the shopping experience for any European. Even said, there are still noticeable distinctions between the customer experience and the various age groups in other countries as compared to the Dutch market.

UK e-bike market is gaining momentum

Industry executives at the Cycle Show in London stated that the UK e-bike sector is growing despite real roadblocks. One thing that dealers, producers, and newcomers all agree on is that the market is being slowed down by a lack of infrastructure. The UK is seen by some as “the most exciting market in terms of growth opportunities” despite this and the delayed uptake of e-bikes in comparison to the rest of Europe.