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Summary of our market study
The French bicycle market is worth over €2.2 billion (€3.5 billion including accessories) and 2.6 million bicycles. Electric bikes account for 30% of of and 60% of market value in 2023.
The global bicycle market is expected to grow at an annual rate of 2.4% between 2020 and 2027, with Asia, particularly China, driving much of the demand with an expected CAGR of 4.7%.
The sector has seen a spectacular increase in new bicycle sales since the end of the covid crisis confinement. The French bicycle market is growing, particularly in the electrically-assisted bicycle (EAB) segment.
The French bicycle market
70% of French people choose mountain bikes and VTCs (Vélo Tout Chemin, or all-terrain bikes). The average price of a classic bike is around €550. The average price of a VAE is 2000€. 45% of owners renew their bikes every five years or so. Road bikes remain very popular.
French consumers spend an average of around €180 on equipment, clothing, shoes and accessories. The use of GPS and mobile applications for cycling is growing.
Specialized retailers and multisport stores are the main distribution channels, followed by hyper and supermarkets and online sales platforms.
Many municipalities encourage cycling in urban areas.
Strict safety standards govern the production and distribution of bicycles. The decree of March 29, 2016 specified assembly and adjustment obligations for sellers.
Players in the French bicycle market
- La Manufacture du Cycle has been part of the Intersport group since 2013, assembling bicycles with a capacity of over 400,000 bikes.
- Decathlon, with its own B'Twin brand, is another major contributor to the French bicycle sector. Decathlon's bike assembly site has a capacity of 200,000 bikes a year.
- Cyclable, a chain of specialist stores.
- altermove distributes electric bikes.
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Summary and extracts
1 Market overview
1.1 Definition and scope of the study
A bicycle is a human-powered land vehicle that is classified as a cycle and has two in-line wheels, which give it its name. The driving force is provided by its driver, usually in a seated position, through two pedals driving the rear wheel by a roller chain. There are several types of bicycles, the best known of which are: Dutch bikes, mountain bikes, mountain bikes (VTC), folding bikes, cargo bikes and road bikes.
The global bicycle market is expected to grow at a steady rate of 2.4% per year between 2020 and 2027 . This demand is driven by Asia, which generates 20% of global sales, and mainly China, which is expected to experience a CAGR of 4.7% over the same period.
In France, the market is very dynamic, and is benefiting from the explosion in demand for EABs (electrically assisted bicycles), so the sector's sales increased by 10.1% in 2019. EABs have been the subject of a specific Businesscoot study available here.
The French market is in the process of being structured, with major multisport retailers integrated at all levels of the value chain, brands that are flourishing in cities thanks to the French market is in the process of being structured, with major multisport retailers integrated at all levels of the value chain, brands that are flourishing in cities thanks to the development of franchises, production companies that are focusing on high-end products to attract a public of enthusiasts, and lastly, companies that are trying to carve out a place for themselves in the booming electric bike niche.
If the confinement broke the market dynamics, the upward trend then recovered very quickly, with an explosion of demand after the crisis. This momentum is fueled by the government and local authorities in charge of developing urban space to allow this means of transport to expand.
List of charts presented in this market study
- 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
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Latest news
Moustache Bikes moves electric frame production to the Vosges region - 09/09/2023
- Moustache Bikes launches its new J model on September 6.
- This electric bike is the company's first with a frame designed and manufactured entirely in France.
- Moustache Bikes has worked with three other French companies to design the bike: Elcam Usinage in Poligny (Jura), Fonderies du Midi in Vitrolles (Bouches-du-Rhône) and Colibru in Schirmeck (Bas-Rhin).
Moustache launches an electric bicycle entirely made in France - 06/09/2023
- Moustache started in the world of electric bikes 10 years ago.
- It is the French leader in the high-end electric bike segment.
- The new model won a Gold Award at the Eurobike show.
- The bikes sell for between €5,200 and €6,800.
- Moustache aims to reach sales of €130 million by 2022, an increase of 30%.
- Network of 600 retailers.
- Almost half of the around 7,000 bikes sold each year are exported to Germany, Austria and Switzerland.
Moustache Bikes resuscitates the French bicycle industry - 06/09/2023
- Moustache Bikes has launched a new high-end product, the "J".
- Most industrial bicycle frames come from China or Taiwan.
- It has been some forty years since bicycle frames have been manufactured on an industrial scale in France.
- It has taken the Moustache Bikes team and its partners three years to bring back this know-how.
- The bikes are assembled entirely in Thaon-les-Vosges.
- Eleven years after its creation, Moustache Bikes has reached sales of 130 million euros in 2022 and employs nearly 150 people.
Lapierre cycles no longer want to ride alone - 21/07/2023
- The Accell group, to which Lapierre belongs, came under the control of the KKR investment fund in mid-2022.
- The opening of a store in Besançon by the managers of Cycles Brun took place in March 2021, it was the brand's second outlet in France after the one in Dijon, operated directly by Lapierre since 2017.
- Lapierre offers certain retailers the opportunity to open Lapierre spaces in their stores, along with Winora and Haibike.
- Between 25 and 30 stores in France already offer these 3 brands.
- In 2020, Lapierre's sales rose by 55% to 115 million euros, and operating profit was 1.8 million euros.
- Half of Lapierre's sales are exported.
Angell strengthens its position in the electric bike market - 03/07/2023
- Angell will supply the first electric bicycles for the Mini (BMW) automotive brand during the winter of 2023-2024.
- The partnership between Angell and the BMW Group is signed for a period of at least 5 years.
- The bikes will be manufactured in France by the Seb Group.
- At present, the plant's capacity is to produce around a hundred bikes a day.
- Angell intends to step up the pace of innovation, launching a bike every six months.
- Angell has signed an R&D partnership with the Kiska group in the summer of 2022.
- Angell will diversify its distribution with physical outlets, targeting a network of some 50 retailers located in major cities in France and Europe.
- The brand has conducted a pilot in five outlets (three in France, one in Spain and one in Italy).
- Angell plans to roll out its omnichannel strategy across Europe, starting with Germany, Spain and Italy.
- Angell employs around fifty people.
- The brand forecasts 100% growth in 2023 compared with 2022. A total of 5,000 Angell bikes have been sold in two years.
Intersport to the rescue of Go Sport - 08/06/2023
- Intersport takes over 72 Go Sport stores
- 1,446 employees taken over out of 1,574
- 50 Go Sport stores will become Intersport
- 22 Go Sport stores to remain Go Sport
- Target: 250 new Go Sport stores by 2030
- Target sales: over €650 million
- Intersport - 800 Intersport stores
- Intersport sales in 2022: 3.3 billion euros
- Intersport target with the arrival of Go Sport: 4.4 billion euros
- Decathlon sales: 4.5 billion euros
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