Drop bars instead of a never-ending crisis: How road bikes and gravel bikes are reshaping Europe’s cycling market

​Two categories are bucking the market trend

​The European bicycle market is sending mixed signals. In France and Italy, overall sales are falling, specialist retailers are under pressure, and even e-bikes have lost their role as a reliable driver of growth. In Germany, on the other hand, there are signs that the market is recovering. A key reason for this is two closely related categories of bicycle: road bikes and gravel bikes.

Our conclusion: Gravel is more than just a fad

Gravel bikes alone will not revive the European cycling market. The problems facing the retail sector, consumer reluctance to spend and the pressure on the e-bike segment are simply too great for that. However, the combination of rising search volumes and actual sales growth shows that the trend has real substance. Road bikes and gravel bikes satisfy the desire for sport, versatility and relatively straightforward technology. Particularly in an industry that has long relied on electrification and ever-increasing specialisation, this is a remarkable counter-trend: the market’s rising stars ride bikes with drop handlebars – and usually without a motor.

​These findings are based on a market analysis in which the marketing and communications agency Shift Active Media analysed digital search data. According to the analysis, even in the French cycle market – which is still in decline – interest in road bikes rose by 12.8 per cent in the first half of 2026 compared with the same period the previous year. Gravel bikes saw a 9.4 per cent increase. In the Italian market, which is also facing challenges, search interest in gravel bikes grew by 12 per cent, whilst that for road bikes rose by 8.5 per cent. This suggests that the trend towards gravel and road bikes, as evidenced by market data for Germany, is also taking hold in other key European markets.

The mountain bike segment, on the other hand, is losing ground, and not just in Germany. In France and Italy, for example, search queries for MTB clothing fell by 30.5 per cent and 24.5 per cent respectively. For MTB shoes, the declines were 19.2 per cent and 24.4 per cent respectively. This paints a clear picture: demand for sports cycling products is not disappearing, but it is shifting.

France provides evidence from the retail sector

The French market illustrates just how far the gravel trend has already gone beyond mere digital curiosity. In 2025, 75,000 gravel bikes were sold there – 18 per cent more than in the previous year. Back in 2019, the figure had been just 3,700. This rise is all the more remarkable given that the overall French market was contracting at the same time. In total, around 1.84 million bicycles were sold in 2025, six per cent fewer than the previous year. Sales of e-bikes actually slumped by 16 per cent. Gravel bikes, therefore, did not grow in line with the market, but against it.

The repairs sector also performed well: turnover in France rose by 10.5 per cent, whilst sales of parts and accessories increased slightly. This suggests that, across many categories of bicycle, customers currently prefer to invest in maintaining their existing bikes rather than buying new ones.

Italy: industrial strength, but weak trade

Italy presents a similarly mixed picture. Bicycle sales fell by four per cent in 2025 to 1.303 million units. Sales of conventional bicycles fell by three per cent, whilst those of e-bikes fell by seven per cent. Specialist retailers were particularly hard hit: sales of conventional bicycles there fell by eight per cent and those of e-bikes by 14 per cent.

At the same time, Italy’s bicycle industry remained comparatively resilient. Production of conventional bicycles and exports performed well. Industry reports attribute this to strong international demand for classic road bikes and gravel bikes from Italian manufacturers.

Admittedly, the drop-bar trend will not automatically save every retailer. However, it does open up opportunities for European brands in a market where technology, design, provenance and sporting credibility continue to be of great importance.

The bicycle: a true all-rounder

But what are the reasons behind the gravel bike’s continued rise in popularity? The strength of this type of bike lies above all in its versatility. It is a road bike, a touring bike and an off-road bike all in one. With knobbly tyres and a relatively comfortable frame geometry, it performs well on tarmac, dirt tracks and gentle terrain. Mudguards, luggage racks or bikepacking bags further expand its range of use.

As such, the gravel bike is well suited to changing riding habits. Many buyers no longer want to be tied to a single discipline. They’re looking for a fast bike for a ride after work, want to explore gravel tracks at the weekend, and perhaps go on a multi-day tour once a year.

Added to this is a rich world of experiences. Gravel is all about adventure, self-sufficiency and routes away from motor traffic. Events range from ambitious races to group rides. Whilst the classic road bike is often associated with performance and speed, gravel conveys a sense of accessibility and a thirst for discovery.

A key advantage of the gravel bike over the mountain bike lies in the ease with which one can take up this type of cycling. Whilst mountain biking, at least amongst the more competitive riders, places high demands on suitable trails and routes, gravel biking can essentially be enjoyed anytime, anywhere.

Mountain biking under pressure to justify itself

The success of gravel bikes also goes some way towards explaining the slump in the mountain bike segment. For technically demanding trails, the mountain bike remains the only option. But many mountain bikers have to put up with longer journeys to get there. However, numerous everyday cyclists use their MTBs mainly on forest tracks and simple gravel tracks – precisely where a gravel bike can be faster and more versatile.

Even the e-mountain bike is losing momentum after several strong years. According to surveys by the communications agency Shift, search interest outside North America fell by an average of 12.4 per cent in the first half of 2026. This does not necessarily signify a permanent slump. However, it does show that high prices, a saturated market and the technical complexity of many models are limiting demand.

A new market or a clever rebranding?

Despite all the growth figures, one critical question remains: just how much additional demand does gravel cycling actually generate, and how long will this trend last? Part of its success is likely to be at the expense of other categories. Buyers who would previously have opted for a trekking bike, cyclocross bike, hardtail MTB or endurance road bike are now finding similar features under a more appealing name.

Manufacturers have also developed a wide range of gravel bikes – from carbon models that are almost race-ready and rival classic road bikes, to robust touring bikes that are eating into trekking bike sales. As a result, the category is growing not only through new customers but also through the integration of existing types of bicycle.