Record-Low Bicycle Sales in U.K. in 2024: Fewer Bikes Sold Since 1970s Era
In the post-pandemic period, there's been a significant drop in global cycle sales. While 2021 saw a staggering decline from the usual average of 3 million units per year in the U.K., things worsened in 2024 when annual sales dipped to 1.45 million units—a 2% decrease from the already dismal sales of 2023.
This downward trend has been persistent for more than two decades. Back in the 1970s, cycle sales were as low as they are now. The Annual Market Data Report published by The Bicycle Association (BA) today reveals this sobering fact.
In 2024, non-electric bike volumes dropped by 4%, according to the report. However, the rate of annual decline began to ease in 2024 compared to previous years, and market performance flattened during the second half after a tough first half.
E-bike sales saw a 5% drop in 2024, and sales of children's cycles are now around a third less than pre-Covid levels. On a positive note, enthusiast sales performed well, with higher-priced road and mountain bikes showing growth.
Simon Irons, the BA's data director, admitted that the report was a stark reminder of the challenges facing the industry. "The post-Covid overstocking and associated heavy discounting levels persist, and our industry still has a real challenge to restore margins and increase value," he said, particularity expressing concern over the declining children's cycling participation.
The BA's Market Data Annual Report is based on data from about 70% by volume of cycling retailers and qualitative input from industry leaders within BA membership.
- The BA's Market Data Annual Report, released in 2025, suggests a potential shift in focus towards sustainability initiatives within the cycling industry, considering the persistent decline in global cycle sales since the 1970s, the ongoing drop in 2023, and the further decrease in 2024.
- Despite the downward trend, the report acknowledges a relatively stable market performance for certain high-end bikes, such as road and mountain bikes, implying the potential for credit lines to support manufacturers and retailers in expanding production of these units to meet growing demand.
- In light of the declining children's cycle sales, which are now approximately two-thirds less than pre-Covid levels, and the concern over decreasing children's cycling participation, industry leaders have expressed the urgency for strategic planning to sustain the future growth of the cycling market post-2025.