Summary of our market study

The electrically-assisted bicycle (EAB) market has grown substantially worldwide, with an estimated value of $37.47 billion in 2022 and a forecast CAGR of 15.6% to 2030. The increase in EAB sales is partly due to the Covid-19 pandemic, which has led to a shift away from public transport and increased environmental awareness, as well as to technological advances in EAB offerings.

In the European Union, sales reached around 5.5 million units in 2022, representing 37.4% of the total bicycle market by volume.

France reflects this trend, with a 10.5% increase in market value.

52% of bicycles manufactured in France in 2022 will be electric models. The market has to cope with parts shortages, the need to stimulate the bicycle recycling sector, and a shortage of skilled technical labor.

Year-round adoption of cycling, with segments such as "velotaf" (commuting) and "velotourism", is also on the rise.the adoption of year-round cycling, and segments such as "velotaf" (commuting) and "velotourism", are also on the rise, with a notable 15% increase in the use of bicycles for commuting by 2022, and sales of 4.6 billion euros for velotourism.

Market distribution remains concentrated on retailers and multisport chains. The average price of EABs will be around 1,993 euros in 2021. Electric cargo bikes are the most expensive, with an average price of 4,118 euros.

On the regulatory front, EABs are required to have homologation certification in France, and a set of guidelines defines the electric assistance specifications for classifying a bike as an EAB or speedelec.

Overall, the EAB market offers strong growth potential, reinforced by society's move towards sustainable, individual mobility solutions.

A fast-growing market

The French market for electric bicycles (VAE) has seen strong growth, fuelled mainly by modern environmental awareness and substantial technological advances in the sector.

By 2022, the market was valued at around 2.378 billion euros, representing an increase of 7%.

The total market, including bicycles as well as parts and accessories, reached an overall value of around 3.6 billion euros. This upward trend is driven by the growing popularity of VAEs, sales of which rose by 12% to around 738,000 units.

Demand for EABs in France has far outstripped that for traditional bicycles. Electric models will account for more than half of all bicycles produced in the country by 2022.

The traditional bike segment has seen a decline, particularly in the entry-level and children's bike categories, largely attributed to rising prices. Sales of cycles and VAEs increased by 7.4% compared with 2021.

The success of VAEs in France is great, with projections indicating that annual production could exceed 900,000 units by 2023. The French market has also witnessed an influx of new entrants each year, such as Moustache Bikes, who strive to differentiate themselves through innovation and unique selling propositions such as the Made in France label.

Worldwide, the EAB market is estimated to be worth an impressive $37.47 billion by 2022.

The main players in the electric bike market

  • Cycles Lapierre
  • Gitanes Cycles
  • Vanmoof Dutch leader in dire straits
  • Moustache Bikes - Ambassador of "Made in France
  • Angell - working with MINI to introduce the MINI E-Bike
  • Easybike Solex
  • O2 Feel
  • ISD
  • Arcade Cycles
  • Gaya Bike
  • Neomouv

Distributors

Go Sport, Decathlon, Intersport, Cyclable

Upway reconditions bikes

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Summary and extracts

1 Market overview

1.1 Market definition and scope

According to the French highway code, an electric bicycle or electrically assisted bicycle (VAE ) is defined as " A cycle equipped with an auxiliary electric motor with a maximum continuous rated power of 0.25 kilowattswhose power supply is progressively reduced and finally cut off when the vehicle reaches a speed of 25 km/h, or sooner if the cyclist stops pedaling " (Article R311-1 of the Highway Code, part 6.11). EABs are becoming increasingly popular, and the range of electric bicycles is expanding: there are electric VTCs, electric mountain bikes, electric cargo bikes, electric road bikes...

The global market for EABs, estimated at $37.47 billion in 2022, is booming, with a CAGR of 15.6% to 2030. This market experienced a significant acceleration in growth following the health crisis, which drove users away from public transport. Environmental awareness and the technological advances constantly being incorporated into new models are also contributing to the EAB boom.

In France, the electric bike market is a resounding success, with its value up 10.5% in 2022 on the previous year. It is driving the cycle market, having overtaken the traditional bicycle in terms of quantities produced in 2022, and has become the best-selling mode of transport in France, with a market share of 28%. Despite heavy reliance on imports, the French market is expanding, with a number of new players appearing on the market every year, such as Moustache Bikes, one of the French leaders. We're even seeing collaborations between bike and car manufacturers, like Angell and MINI with the MINI E-Bike 1, linking the bike, the most purchased mode of transport in France, with the car, a mode of transport that is losing its appeal and undergoing electrification comparable to the bike sector.

This sector is home to a large number of players who are trying to stand out from the crowd through their innovations, designs or arguments such as Made in France. The electric bike sector is therefore in the midst of a revolution, and has a bright future ahead of it.

1.2 A fast-growing global market

The global EAB market was valued at $**.** billion in **** , and is expected to grow at a CAGR of **.*% to ****, reaching $***.** billion.

Projected size of the global EAB market World, **** - ****, in $ billions Source: ****

This market is therefore booming, and has benefited from the health crisis. Indeed, the public transport sector has ...

1.3 In France, exponential market growth

The year **** only confirms the strong growth of the bicycle market in France, valued at *.*** billion euros(***) stands at *.* billion euros, with growth of **% over the last four years, a breathtaking result given the health crisis.

This growth is being driven by electric bicycles. Indeed, sales are up **% on **** to ***,*** units. ...

1.4 A trade balance heavily weighted towards imports

EABs are identified by customs tariff number ******, which covers"Motorcycles, including mopeds, and cycles with auxiliary motor, propelled by an electric motor"[***]. Although this sector is broader than the market we're interested in, studying French imports and exports will give us the main trends in the EAB market.

French exports of France, ...

1.5 Interview with Adrien Lelièvre, journalist at Les Echos

Marine: Welcome to the Niche, the podcast that analyzes the niche market with the entrepreneurs who are shaking things up. I'm Marine and I work at Businesscoot, the start-up that's dusting off market research. Before you start, subscribe to our podcast on Spotify and Apple Podcast. And now for today's niche: ...

1.6 Comparaison avec le marché néerlandais et le marché allemand

Le marché néerlandais :

En ****, les Pays-Bas ont montré un taux élevé d'utilisation des vélos, avec **% des Néerlandais déclarant utiliser leur vélo au moins une fois par semaine. Ce pays est souvent cité en Europe comme un modèle en matière de cyclisme. De plus, les ...

2 Demand analysis

2.1 Demand and its determinants

Bicycles are the best-selling means of transport in France, just ahead of scooters and cars.

Most popular means of transport in France France, ****, in Source: ****

In ****, ***,*** VAEs were sold in France, giving this segment a **% market share by volume[***]. This means that the number of bicycles sold in **** was *.*** million ...

2.2 Year-round bicycle use

If bicycles are now present in more than half of all French households (***), it's thanks to the diversification of their uses. While the leisure bike is still mainly used in summer, its daily use for utility purposes is becoming increasingly popular, and the"velotaf", the practice of using one's bike to ...

2.3 Vélotaf and vélotourisme: two growing trends

Velotaf:

Cycling remains a minority mode of transport to work compared with the car, involving less than *% of individuals despite annual sales exceeding those of cars[***]. Regular velotaf users are mainly men under ** living in urban areas with more than **,*** inhabitants, particularly in the Paris region. The growth of EABs could ...

2.4 The public sector plays a key role in the development of this market

The public sector has an important role to play in the development of the bicycle sector in France, which is not yet the case according to **% of French people.

In your opinion, does France encourage the use of bicycles as a means of transport? France, ****, in Source: ****

To remedy this situation, ...

3 Market structure

3.1 Value chain

Source: ****

French manufacturers often try to base their activities as much as possible in France, but they often call on foreign suppliers for cost reasons.

3.2 Booming domestic production

Domestic bicycle production has been growing for several years. It is driven in particular by the electric bicycle, which overtook the conventional bicycle for the first time in **** in terms of the number of units produced.

Cycle production in France France, ****-****, in thousands of units Source: ****

In ****, France produced ***,*** VAEs, ...

3.3 Distribution focused on retailers and multisport chains

Retailers and multisport chains dominate distribution in the bicycle market. In terms of value, retailers account for **% of the market, ahead of multisport chains (***). In terms of volume, multisport chains dominate the market, with **% of volumes. In the case of VAEs in particular, retailers are the market leader, with **% in value ...

3.4 A market dominated by city bikes

By ****, the French market will be dominated by city bikes, which will account for **% of market volume (***).

EAB sales by product category France, ****, in % of volume Source: ****

Electric VTCs and mountain bikes account for almost **% of the market (***).

3.5 Overview of market players

In order to legally use the words "Made in France" on a product, a substantial part of the added value must be created in France. In the case of bicycle manufacturing, the fact that the assembly is carried out in France is sufficient to communicate the Made in France label, but ...

4 Offer analysis

4.1 Offer typology

4.2 Consistent average prices

EABs come in a wide range of prices, from €*** (***) to €**,***, exceeding the price of some car models. According to Capital, the average cost of a good electric bike is just under €*,***. As the quality of the bike increases, so do prices, due to rising production costs and the price of the ...

4.3 Battery type has a major influence on final price

VAE batteries can vary in voltage. The most commonly used are ** and ** V. However, **.* and ** V batteries are also available. According toAvem, the four most common battery categories for electric-assist bicycles are as follows :

" Lead-acid or lead gel batteries (***) and a lifespan of around *** charge/discharge cycles

Nickel-metal hydride (***) and ...

4.4 Ongoing innovations in the sector encourage the emergence of new players

In such a fast-growing sector, many players are seeking to enter this segment, and are setting themselves apart with innovations.

Several players, for example, offer the possibility of converting conventional bicycles into EABs, which represents an advantage in terms of price. Two English startups, Rubbee and Revos, have developed small, removable ...

4.5 The electric cargo bike explosion

The cargo bike is a two- or three-wheeled vehicle, sometimes electric, designed to carry heavier loads than a conventional bicycle. Cargo bikes are used for a variety of purposes, the most common of which are :

cargo bikes for urban cleaning; food bikes (***); goods transport/delivery bikes.

The growing demand for electric ...

5 Regulations

5. Current regulations

All electric vehicles, including EABs, must be certified.

Whether in France, Belgium or Switzerland, it's important to have homologation certification to be able to drive. Generally speaking, it's the seller who has to provide this document. Alternatively, you can contact an organization such as LNE, UTAC or CRITT, whose homologation certificate ...

6 Positioning the players

6. Segmentation

  • Velo Electrique France.fr
  • Go Sport France
  • Easybike Solex
  • O2Feel
  • ISD (INDUSTRIE SERVICE DEBEAU)
  • Vélo Batterie- Batteries Prod
  • Bybike.fr
  • Angell Bike (Zebra)
  • Cyclable
  • Motto
  • Upway
  • VelyVelo
  • Redwill
  • Dance Vélo
  • Arcade Cycles
  • Velco tech
  • Gaya Bike
  • Neomouv
  • Batteries Prod
  • Haibike
  • Cube Bikes
  • Lapierre Cycles (Accell Group)
  • Giant Bicycles
  • Look Cycle
  • Canyon
  • Le Marché du Vélo
  • Moustache Bikes
  • Sunn
  • Gitane Cycles
  • Vanmoof
  • Morio
  • 279 le marché du vélo électrique en France
  • Decathlon Groupe
  • Intersport International
  • Altermove (Mobivia Groupe)
  • Mobivia Groupe (Norauto, Midas)
  • SEB Groupe
  • Stations Bee's
  • Voltaire Vélo
  • Plume Mobility
  • Smovengo Velib

List of charts presented in this market study

  • Number of pedelecs
  • Projected global ECV market size
  • Number of electrically-assisted bicycles (EABs) sold
  • Best-selling means of transport in France
  • Monthly breakdown of passages
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Latest news

Decathlon: all the 2023 performance figures - 05/04/2024
  • - Worldwide sales 2023: 15.6 billion euros, up +4.4% on 2022
  • - Decathlon presence: 78 countries.
  • - Number of products sold worldwide last year: 1.19 billion.
  • - Share of digital sales: 17.4%
  • - Sales in France: 4.752 billion euros, up +1.24% on 2022.
  • - Total number of stores worldwide: 1,749, including 319 in France.
  • - Total number of employees: 101,000, including 24,000 in France.
Decathlon revolutionizes itself to become a global brand - 13/03/2024
  • - Company sales: 15.4 billion euros
  • - Number of stores: Over 1700
  • - Presence in 69 countries
  • - Number of brands developed by employees : Over 70
  • - Number of disciplines covered by brands: Around one hundred
  • - Focus on product-related services: rental, second-hand, subscription, recycling, etc.
A new CEO for Mobivia (Norauto, Auto 5...) - 08/02/2024
  • - Mobivia brings together 11 brands and some twenty start-ups
  • - Mobivia sales of 3.6 billion euros
  • - Mobivia has 1985 workshops and car centers in 17 European countries
  • - More than half of Mobivia's sales are generated internationally
  • - Mobivia's core businesses are: motorist services, parts and tire distribution, and new mobility.
  • - Among Mobivia's twenty or so start-ups are Gaya, Trusk, Fifteen, the European leader in public bike-sharing services.
  • - Norauto, Auto 5, ATU, Midas, Carter-Cash, Bythjul & Skruvat, Däckskiftarna, Synchro Diffusion, iWip and Black-Star are just some of the brands that are part of Mobivia.
Decathlon sells store premises for 600 million euros - 12/12/2023
  • The network has 1,751 stores worldwide.
  • Décathlon has just sold the walls of 90 of its stores for 600 million euros.
  • The decision was taken to remove many of the company's brands from the shelves. Of the current 49 stores, only around 15 are expected to remain by next year.
  • The recent acquisition of Bergfreunde.de, a German online retailer of mountain sports equipment.

Decathlon: camping aisles looted in Israel after Hamas raid amas - 17/10/2023
  • Number of Decathlon employees in Israel: 500
  • Number of Decathlon stores in Israel: 10
  • Most popular sector: Camping
Seb Alliance, the Seb Group's investment fund, invests in start-up Y-Brush - 08/10/2023
  • Y-Brush raised 6 million euros last November.
  • The company was founded in 2017.
  • Y-Brush toothbrushes are equipped with 35,000 nylon filaments and sonic vibrations, which clean all teeth in 10 seconds.
  • Y-Brush currently has about 30 employees, half of whom work in production and logistics.
  • The company produces 8,000 toothbrushes per month. Y-Brush has over 100,000 users in France and abroad.
  • This year, exports accounted for more than 30 percent of the business.
  • The start-up's ambition is to be on the shelves of French supermarkets by the end of the year.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Velo Electrique France.fr
Go Sport France
Easybike Solex
O2Feel
ISD (INDUSTRIE SERVICE DEBEAU)
Vélo Batterie- Batteries Prod
Bybike.fr
Angell Bike (Zebra)
Cyclable
Motto
Upway
VelyVelo

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