The bicycle industry remains firmly in the saddle, even during the recession

Bicycle retail shops in Germany have reported a significant increase in business over the past two years. Thanks to the climate protection debate, high fuel prices and the trend toward healthy mobility, bicycles have captured the attention of the media and policymakers like never before. And the bicycle boom continues: Despite the economic crisis, retail sales have significantly increased again this year. Another key indicator of the vitality of the bicycle industry is the EUROBIKE trade show. Since its premiere 18 years ago, the industry meeting place on Lake Constance has developed to become the leading trade show in the world of bicycles.

No sign of a crisis here. In 2009, trade show organizer Messe Friedrichshafen anticipates a record 1,000 exhibitors at EUROBIKE. And that's not all: After completion of two new trade show halls, for the first time there will also be approximately 100,000 sqm of exhibition space at this year's edition of EUROBIKE.

Although retail sales of bicycles got off to a relatively slow start in 2009 compared to previous years, the buying mood among consumers was more dampened by the long winter than by news stories of the economic crisis. But when the sun finally broke through the clouds in April – just in time for the new season – the retail trade was able to quickly make up for any lost ground. Now sales have already surpassed the high level that was attained last year. Germany's bicycle retailer association (VDZ) says that the sales figures of its members are currently nearly 5 percent greater than in 2008.

But these strong economic results in the retail trade are driven by more than just the ongoing enormous popularity of bicycles. Another important factor is that distribution channels on the bicycle market are currently clearly shifting toward quality-oriented sales. Already last year significantly fewer consumers were attracted to the remarkably inexpensive offers of discounters outside the segment. According to market surveys conducted by the German Bicycle Industry Association (ZIV), the market share of large sales outlets and discounters – measured in terms of the number of items sold – dropped from 34 to 30 percent over the past year. By contrast, the market share of bicycle retail shops rose from 59 to 63 percent. A comparison based on the value of goods sold sheds even more light on this difference: 80% of total bicycle sales in Germany were made by retail shops. And their market share continues to grow: According to the ZIV, large discount chains are struggling very hard again this year, while sales in retail shops are developing extremely well.

Incidentally, e-bikes are all the rage in retail shops this year, with sales rising sharply over the past few years. This year experts anticipate another increase of 20 to 50 percent. Other top sellers include all types of ideal bicycles for holidays on two wheels, and stylish bikes for city cycling and everyday use. But sports models also remain very popular, as shown by the high demand for mountain bikes and racing bikes.

EUROBIKE takes place this year from 2 to 5 September, 2009. The first three days are reserved for trade visitors from Germany and abroad, but the trade show also opens its doors to interested consumers on Saturday, 5 September 2009.

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