Italy's bike market: the 2025 numbers and what 2026 means

2025 was a hard year for anyone selling bicycles in Italy, and the numbers help explain why shops and online stores are full of discounts today. We gather the latest data, all sourced: the Confindustria Ancma figures published by ANSA on 31 March 2026 and the European picture reconstructed by Bikeitalia on 6 August 2026 from the Bicycle Industry & Market Profile 2026. Final 2026 sales figures do not exist yet.

The Italian numbers for 2025

According to ANCMA, 1,303,000 bicycles and e-bikes were sold in Italy in 2025, 4 percent fewer than in 2024. Pedal bikes were 1,047,000 (-3 percent), e-bikes 256,000 (-7 percent). The fall is steeper in specialist shops: -14 percent for e-bikes and -8 percent for pedal bikes. On the industrial side, production of conventional bikes was 1,805,000 units (+6 percent) with exports of 1,042,000 (+11 percent), while e-bikes made were 281,000 (-17 percent) with exports of 107,000 (-20.7 percent). ANCMA president Mariano Roman called it one of the most complex years and an alarm bell, and asked for regulatory clarity against vehicles sold as e-bikes without being so.

Europe: lower volumes, nearly stable value

In 2025, according to the data reported by Bikeitalia, Europe sold 15.6 million bicycles and e-bikes (-2.6 percent) worth 18.2 billion euros (-0.84 percent), at an average price of about 1,170 euros a unit. The peak was in 2022, with over 20 million units: since then the market has lost about a quarter. Imports rose from 2.9 to 4.9 million units. Components made in Europe fell 13-14 percent, to 1.92 billion.

Why Italy has so many discounts

E-bikes: Italy stays behind

E-bikes make up less than 20 percent of the Italian market, against 31 percent for the EU and UK average. In the Netherlands the share is 63 percent, and 391,000 e-bikes were sold in 2025 against 256,000 in Italy, despite about three times fewer inhabitants. In the four countries with the highest share, between 51 and 63 percent, there is an established company bike-leasing market. If you want to know whether an e-bike is for you, read how e-bikes work and who really needs one.

Cycle tourism and rentals

Not everything is falling: the 2025 Isnart-Legambiente report estimates about 49 million cycle-tourism overnight stays with an impact of 6.4 billion euros, and bike rental points are up 47 percent on 2019. People who ride to travel are a growing market, even if it does not show in new bike sales. If you want to try before you spend, a rental is a good test.

How to use this data if you have to buy

Three practical ideas. First, consider last year's model, when geometry and groupset are the same. Second, check warranty and service before price; a nearby shop is worth more than a 10 percent discount. Third, if you are still choosing the type of bike, start from road, gravel or MTB. And remember that the list prices in our new-product articles, such as the Ducati 2027 range, are indicative and tied to a date: always check the price of the day.