The bicycle market - France

The global bicycle market is projected to experience a steady growth rate of 2.4% annually from 2020 to 2027, with Asia, particularly China, driving much of the demand with an expected CAGR of 4.7%. The French bicycle market reflects this positive trend, witnessing a dynamic surge especially in the electrically assisted bicycle (EAB) segment; overall, the sector’s sales rose by 10.1%. The market is increasingly structured with major retailers and brands establishing a strong presence across the value chain. After an initial impact due to confinement measures, the bicycle market rebounded quickly, with demands soaring post-crisis, supported by government and local authority initiatives promoting cycling in urban areas.

In terms of consumer behavior, the majority of French cyclists preferred mountain bikes and VTCs, while e-bikes are on a rising trend. Specialty retailers and multisport stores lead the distribution channels, but online sales are also growing. The European Union, especially Italy and the Netherlands, comprises the main trade partners for France. Despite the challenges posed by COVID-19, which hit specialized retailers and repair shops hard, the sector saw a dramatic increase in new bicycle sales post-lockdown, aided by government incentives and urban infrastructure improvements favoring cycling.

The Robust Growth of France's Bicycle Market and Surging Consumer

Interest France's bicycle market displays a dynamic and positive trajectory, capitalizing on the surging demand for various bicycle types, particularly the noteworthy rise in electrically assisted bicycles (EABs). The growth is illustrated by a substantial 10.1% increase in sector sales in 2019 alone, signaling a trend towards environmentally friendly and sustainable personal transportation.

Consumers in France exhibit a preference for a diverse range of bicycles, with mountain biking and VTC (Vélo Tout Chemin, or all-terrain bikes) capturing the interest of over 70% of respondents in the 2018 Bicycle Tourism Observatory. Interestingly, the taste for road bikes also remains strong, engaging nearly half of the participants in the study. When it comes to acquiring a new bicycle, the French seem to be willing to invest a significant amount, with the average purchase exceeding 1,000 euros. Regular renewal cycles are observed, with around 45% of owners renewing their bicycles roughly every five years.

Specialty bike shops are the go-to choice for most buyers, especially those who hold licenses, with such shops accounting for 78% of their preference. Accessories and technology are integral to the biking experience, and French consumers are spending on average around 180 euros on equipment. Clothing, shoes, and accessories dominate the purchases, while GPS and mobile application usage for cycling reflects a growing trend toward digital navigation aids. The distribution of bicycle sales conveys a mixed landscape with specialist retailers and multisport stores leading the market channels. In 2020, these outlets experienced notable growth, alongside supermarkets and online sales platforms.

Concerning regulations, the French and EU framework ensure stringent safety standards that govern the production and distribution of bicycles, assuring that quality and safety meet expectations. The market also faces regulation adjustments, such as the decree of March 29, 2016, which fine-tuned the assembly and adjustment obligations for vendors.

Segmentation in the market is evident with various actors positioning themselves across different sales figures, from dedicated production plants to multisport brands and specialized retailers. These entities cater to the distinct segments of consumers, ranging from the high-end market to the rapidly expanding electric bike niche. The global context seems promising despite the setbacks of the Covid-19 pandemic, with the world market poised for steady growth between 2020 and 2027.

The French market is reflective of this resilience, with robust growth achieved despite a pandemic-induced slump, and a fast recovery as soon as restrictions.

Key Players Shaping the French Bicycle Market Landscape

The French bicycle market, a dynamic and growing sector, features notable players that are central to its current structure and upcoming prospects. Among these market actors, several companies stand out based on their contributions to the industry, whether it is through manufacturing, assembly, or retail.

• La Manufacture du Cycle emerges as a prominent entity, being part of the Intersport group since 2013. As one of the chief assembly sites, this company significantly influences the market with its production capacity, assembling more than 400,000 bicycles. Its success demonstrates the vested interest and competency in catering to a substantial segment of the cycling population in France.
• Decathlon, through its B'Twin Village located in Hellemes (59), is another major contributor to the French bicycle sector. Known for championing accessible sports through a variety of retail products, Decathlon's assembly site for bicycles taps into efficient production mechanisms. By compiling over 150 imported components, this site manages to produce close to 200,000 bicycles a year, serving a diverse customer base ranging from amateur enthusiasts to more serious cyclists.

While these manufacturers hold a significant place in terms of production, the market also sees a variety of specialized retailers who add value to the customer experience with their expertise and specific product offerings.

• Cyclable, noted for its specialty stores, provides customers with tailored solutions and high-quality bicycles, including electric bikes, which have seen surging popularity.
• Yet another unique participant is Altermove, carving a niche in the electric bike segment. As the electric bicycle grows in demand, companies like Altermove become increasingly vital in meeting the new consumer trends, providing specialized products that align with the global move towards sustainable transportation.

The French bicycle market, thus, is marked by a combination of large-scale producers like La Manufacture du Cycle and B'Twin Village and specialty retailers like Cyclable and Altermove. These players, with their distinct roles in production, assembly, and retail, contribute to a market that is rich in diversity and primed for future growth, driven by evolving consumer demands and a collective push for eco-friendly mobility solutions.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 23/12/2021

Summary and extracts

List of charts

• Breakdown of bicycle equipment purchases (excluding bicycles)
• Where do you buy your bike?
• Breakdown and growth of bicycle sales (1,925 million euros), by distribution channel
• Breakdown and growth in bicycle sales volumes by distribution channel
• Breakdown of bicycle parts and accessories sales by distribution channel, and sales growth by segment
• Evolution of the global bicycle market
• Evolution of the size of the cycle market
• Evolution of the main market cycle segments in value and volume
• Balance of trade in bicycles and other non-motorized cycles
• Main countries supplying bicycles
• Main countries where French bicycles are sold
• How often do you use a bicycle for your daily commute?
• Do you ever ride your bike (electric or otherwise)?
• rate of bicycle/car equipment per person
• Do these words remind you of cycling?
• For you, is the bicycle a means of transportation ...
• For each of the following measures, please tell us whether you think it is a good or bad measure
• In your opinion, does France encourage the use of bicycles as a means of travel?
• What are the most important measures to implement to sustainably increase cycling after containment?
• Change in sales excluding VAT of bicycle manufacturers in France
• Evolution of the bicycle manufacturing sales index
• Evolution of the consumer price index for bicycles
• Average selling price and variation by type of bike
• Average selling price and variation over the year 2020 by distribution channels
• Cycle production in France