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Driven by health and environmental concerns, more young adults aged 25-34 are planning to travel by e-bike over cars or public transport, with nearly half (49.34%) saying they’re more likely to buy an e-bike now than they were a year ago.
This finding comes as new research – which coincides with Bike Week (9-15 June), the UK’s annual celebration of cycling – has revealed a clear shift amongst Gen Z and Millennials in their approach to travel.
That shift is also gaining traction amongst the broader UK population, with just over a fifth (20.47%) of UK citizens more likely to buy an e-bike and take advantage of the many benefits this sustainable mode of transport brings.
Consumer e-bike education
But whilst the research shows an encouraging shift in the nation’s perception of sustainable travel, it also identifies a critical need for education to ensure new e-bike riders understand the important difference between reputable, safety-tested e-bike products and potentially dangerous aftermarket products widely available on online marketplaces.
Marketplace challenges
Concerningly, more than half of the 2,000 people surveyed said they would likely buy non-manufacturer-approved e-bike components, such as batteries, chargers, and conversion kits, from online marketplaces if significantly cheaper.
Experts warn that these aftermarket kits can pose serious safety risks, particularly fire hazards, and the findings highlight the need for better consumer awareness, regulation, and access to safety-approved, certified alternatives.
Among the 25-34 age group, only 63% indicated they would be able to determine if an e-bike was road-legal, with nearly one in four unable to distinguish between road-legal e-bike products and potentially hazardous aftermarket alternatives.
These risks were even more pronounced in the 35-44 age demographic, where 55% struggled to differentiate between the two.
E-Bike Positive campaign
The study released today by the E-Bike Positive campaign, which is backed by some of the most influential organisations in the UK cycling industry such as the Association of Cycle Traders (ACT), Bicycle Association (BA), Cycling UK and Bosch eBike Systems – and further supported by leading companies such as Halfords, Forest, Tern and The Green Commute.
Conducted in May 2025, the survey gathered insights from over 2,000 people across the UK of varying ages and backgrounds, shedding light on shifting attitudes and a growing nationwide trend.
For the second year running, the E-Bike Positive national awareness campaign is aiming to educate the public and tackle misinformation on identifying unsafe, non-approved e-bikes and e-bike parts that can pose serious fire risks.
Campaign visibility
Outdoor adverts are being placed along key urban commuter routes in the UK, in addition national online placements, directing would-be buyers to ebikepositive.co.uk, where they can locate their nearest E-Bike Positive retailer to get expert advice, as well as providing a wealth of information which promotes e-bikes as a joyful, practical, and reliable choice for everyday transport and urban mobility.
This public awareness push is the latest initiative to boost public confidence in safe and legal e-biking, and follows last year’s launch of the E-Bike Positive Retailer Directory, which highlights retailers who have committed to selling only road-legal, safety-tested e-bikes. For the safety of their own staff, premises and customers, these retailers have also committed not to servicing or working on e-bikes that have been modified with non-manufacturer-approved components or those which fail to comply with safety guidelines and UK road laws.
Duncan Dollimore, Head of Campaigns at Cycling UK, said: “We’ve seen firsthand the difference road-legal e-bikes have made to people’s lives, helping them save money on shorter journeys, and providing young people with an easy and affordable way to stay healthy. The passion that Gen Z and Millennials have for their health and the environment goes hand in hand with cycling.
“That’s why we need to do all that we can to clearly explain the difference between safe road-legal e-bikes and potentially unsafe aftermarket alternatives. With 1 in 4 people unable to make the distinction between what’s safe and what isn’t when it comes to e-bikes, we need to do more to increase awareness so people can make informed decisions when it comes to travel choices.”
Jonathan Harrison, Director, Association of Cycle Traders (ACT), said: “This surge in e-bike enthusiasm among young adults shows the future of transport is already here – and it’s healthier, more sustainable, and more accessible than ever.
“Cycle retailers are absolutely ready to support this shift and in a way that helps to ensure no rider should put themselves in danger with substandard kit. Every cyclist deserves the confidence that comes from buying reputable, road-legal products, backed by proper advice and ongoing support – and that’s exactly what trusted cycle retailers provide.”
For more information on the E-Bike Positive campaign, visit the E-Bike Positive website.
