Bike market, ANCMA: 2023 closes with a 23% decline

In 2023 the bicycle market in Italy fell by 23% compared to the previous year, with a total of bicycles sold just over 1,3 million pieces. The data was disclosed Confindustria ANCMA which thus outlines the situation of the national pedal two-wheeler market.

E-bikes -19%

Getting to the heart of the data, the muscle bicycle stops at 1.090.000 units sold, -24%, while e-bikes stop their progression at 273.000 units, 19% less than the previous year. A more appropriate and indicative comparison with 2019 (+40%) confirms, however, the protagonism of pedal-assisted bicycles - which today represent 25% of sales - and takes into account their growth prospects, in addition to the industrial ones. Data and trends which also have a positive impact on the total turnover which, despite not exceeding 2023 billion euros in 2,6 (it was 3,2 billion in 2022), instead marks a solid +24% (again in comparison with 2019). The adequate comparison with the pre-Covid period also fully captures the difficulty, actually more moderate than elsewhere, of the traditional bike, which leaves 28% on the ground; in Germany it fell by 36% in the same period.

The “Now pedal” campaign

However, the market trend rings an alarm bell for the sector, which ANCMA wanted to actively address by launching a communication campaign in favor of cycling. “Now pedal” is the slogan chosen for the initiative, but it is also the response to a wide series of suggestions offered by the association such as: “Do you want to experience the thrill of crossing the finish line? Do you want to breathe the essence of nature? Do you want to explore the city from another point of view? Do you want to reach all your goals? Do you want to feel truly free?”. The communication action will have a double declination: an exclusively institutional one, which also includes the logo of the Ministry of Business and Made in Italy, and a commercial one for the individual companies in the sector which, from 22 March to 30 April, will be able to freely join and implement promotions, discounts and private incentives within the respective sales networks.

Market trends

Continuing to read the ANCMA report, the analysis of the type of bikes sold highlights the performance of some of the latest market trends. In the area of ​​assisted pedaling, 50% of bicycles are, in fact, e-city, 45% e-mtb, 4% e-corsa/gravel, while e-cargo remain around the 1% threshold. eBikes, as anticipated, are now 25% of the total bike market (they were 11% in 2019), within which the muscular universe is made up of 29% mountain bikes, 26% city-trekking, 15% boys' bikes, 8% gravel racing and 2% folding bikes.

The industrial indicators of the sector

Finally, the industrial indicators of the sector, which follow the market trend: Italian production falls below 2 million pieces, 1.685.000 muscle bicycles (-29%) and 290.000 e-bikes (-23%). The trade balance of the sector is positive, i.e. the account that records the difference between exports and imports, which marks a value of +21 million euros. Reading this data - underlines ANCMA - restores balance after the last three years characterized by negative values ​​and, above all, offers greater awareness to a national production fabric, which confirms itself as a driving force (over 20.000 employees), made up of excellence (around 250 companies , mostly SMEs) and open to the future.