The growth of e-bike sales on the Italian market shows no sign of stopping, as evidenced by the 4% increase in market share.
Source: bike-eu.com
A "physiological slowdown", so Confindustria ANCMA, the national association of the bicycle, motorcycle and accessory industry, explains the trend of the bicycle market in 2022, down by 10% compared to the previous year. This refers to the reverse side of the coin induced by state incentives, such as the global changes that have not spared the sector of the cycle, i.e. supply problems, cost increases, product scarcity, uncertainties related to the geopolitical context .
In truth, sales in the traditional bike industry have fluctuated over the past four years. After a booming 2020 (+14% on 2019), sales recorded a progressive decline, with -3% in 2021 and -15% in 2022, or -5% on the total for the four-year period. This is substantially in line with what has also happened in many other European countries.
E-bikes are going from strength to strength
The case of e-bikes is different, with a trend of growth only: +44% in 2020, +5% in 2021 and +14% in 2022, or +72% on the total for the four-year period. However, these percentages vary if we consider the turnover: +33% in 2020, -4% in 2021 and +18% in 2022. From this perspective, the overall figure for the resulting four-year period is a surprise according to ANCMA: +52 % from 2019. "Obviously an e-bike costs more than a traditional bike in the low/medium range but", as Piero Nigrelli, director of the ANCMA bicycle sector points out, "repairs, the sale of accessories and more generally everything what revolves around the bike, such as clothing, has increased”.
Increasingly, e-bikes lead sales with market share rising to 19%, up from 15% in 2021. 52% of electric bicycle sales are urban and city bikes, 43% e-MTB, 4% e-road and e-gravel bikes. The increase in e-cargo bikes is interesting for a country like Italy: +100% compared to 2021 or from 1.500 to 3.000 units sold.
Specialty dealers the main retail channel
The sales estimates provided by ANCMA describe a country still in love with the bicycle. In 2022, over 1,7 million (1.772.000 to be precise) bicycles were sold, of which 337.000 were e-bikes and 1.435.000 traditional bikes, for a turnover of 3,2 billion euros. These bicycles were mainly sold through four sales channels: supermarkets or large-scale distribution, specialized large-scale distribution, online channels and 3.800 bicycle shops. ANCMA data demonstrates that Italian cyclists still trust their local retailer, given that specialized shops contribute over 68% of the annual turnover.
In the traditional bike segment, 29% of sales still comes from mountain bikes, 26% from city-trekking bikes, 15% from children's bikes, 2% from folding bikes and the remaining 8% is divided between racing bikes and gravel. With a production of almost 130.000 units per year, Italy is probably the largest country with such a high per capita value of road and gravel bikes.
The national production of e-bikes is increasing
The industrial indicators of the Italian sector follow the trend of a market that moves in harmony throughout Europe: a positive sign for the production of e-bikes, up by 10% compared to the previous year, following the increase in demand internal. On the other hand, domestic production of traditional bicycles has decreased by 18% since 2021 to a total of 2.385.000 units.
The overall picture, however, is that of an active industry, which produces not only quality bicycles but also, and above all, quality components. The bicycle components sector in Italy is worth 600 million euros, of which over 90% is exported. Frames, pedals, groupsets and saddles are the components that drive sales.
Reshoring support
On the trade balance of the sector, ie the account that records exports and imports, the effects of factors such as the difficulties of the supply chain and the increase in the cost of raw materials weigh more heavily. Despite a 20% drop in traditional bicycle exports and a 14% drop in imports, 2022 is marked by a general increase in the values of these items, especially imports of bicycle parts, which have increased by around 50%. %.
This last issue has prompted ANCMA to insist with the Italian government that it consider supporting - also in relation to the EU industrial strategy - reshoring processes, or rather bringing the production of components back to Italy and Europe, precisely because of the economic importance and strategic development of the bicycle sector in Italy and its growth potential.
According to ANCMA data, there are around 250 Italian companies that work or are involved in the bicycle sector, employing more than 40.000 people, directly and indirectly, for a total industrial turnover of over 2 billion euros. Added to this is cycle tourism which is becoming increasingly important in Italy. It is assisted by 4.855 bike-friendly accommodation facilities and over 800 bike rental operators.
Tenders to encourage the use of bicycles
The importance of the role that the bicycle has conquered today in our mobility and in our sport is a value that brings with it a great industrial tradition of excellence. Our cyclists are asking for more safety and cycling infrastructure. We believe that the time has come to move from "purchase incentives" to "cycling incentives"; as an association we ask, on the basis of the recent indication of the European Parliament, to lower the VAT rate on bicycles and on products in the supply chain: an intervention which, together with the promotion of the culture of the bicycle, can activate virtuous processes that are much more structural and effective than incentives upon purchase – said the President of ANCMA Paolo Magri
Paolo Magri has also made a strong appeal to the government of Giorgia Meloni, who is reportedly thinking of implementing the obligation to wear a helmet, licence, insurance and license plate for e-bikes. "For the industry it would be a sensational own goal which obviously would make products that should instead be supported lose a lot of appeal".
