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DIY Retailing - Germany - May 2013

Households faced with the addition of new subsidies on their energy bills provide a market for DIY retailers to tap. Energy-saving products and services, such as home insulation, smart meters and energy-saving advice, can be bundled and marketed by DIY retailers.

This report series covers the 19 leading economies of Europe. In total these countries account for around 95% of all European retail sales, excluding Russia. The focus of the report is the DIY superstores, because these are now the dominant players in the sector. In many markets, core DIY – paint, wallpaper, screws, tools etc. – is now a small part of the DIY sector proposition. Many of the large European DIY retailers are broad-range home-improvement stores with substantial gardening ranges.

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Table of contents

  1. Executive Summary

      • What we think
      • Report Scope and Technical Notes

          • Defining DIY
            • New format, new content
              • Definitions
                • Consumer spending – About Mintel’s market size
                  • Retail sector
                    • Financial definitions
                      • Sales per stores, sales per sq m
                        • VAT
                            • Figure 1: European VAT rates, 2010-13
                          • Abbreviations
                            • Country codes
                              • Figure 2: List of country codes
                          • Spending and Inflation

                            • Key points
                              • Mintel’s market size: Spending growth slows
                                • Figure 3: Germany: Mintel’s estimated DIY market size (incl. VAT), 2008-12
                                • Figure 4: Germany: Breakdown by product category of Mintel’s DIY market size, 2012
                                • Figure 5: Germany: Spending on DIY-related goods per capita (incl. VAT), 2008-12
                              • Spending breakdown: Gardening hit in 2012
                                  • Figure 6: Germany: Consumer spending (incl. VAT), 2008-12
                                • Inflation
                                  • Figure 7: Germany: Harmonised index of consumer prices: Annual % change, Sep 2012-Feb 2013
                                • Volatile energy prices provide opportunities?
                                  • Figure 8: Germany: Harmonised indices of consumer prices, Annual % change, January 2011-March 2013
                              • Channels of Distribution

                                • Key points
                                  • Specialists dominate
                                    • Figure 9: Germany: Estimated distribution of spending on DIY-related goods, 2012
                                    • Figure 10: Germany: Lidl.de’s DIY homepage, April 2013
                                    • Figure 11: Germany: Otto.de’s DIY homepage, April 2013
                                  • Specialists’ share of spending
                                    • Figure 12: Germany: DIY specialists sector sales as percentage of Mintel’s DIY market size, 2008-12
                                • Sector Size and Forecast

                                  • Key points
                                    • Economic outlook
                                      • Figure 13: Germany: Consumer confidence levels, May 2012-April 2013
                                      • Figure 14: Germany: GDP growth: Quarter-on-quarter, real terms, Q1 2011-Q4 2012
                                    • Specialists’ sales and forecasts
                                        • Figure 15: Germany: Retail sales, excl. VAT, 2008-13
                                        • Figure 16: Retail sales forecasts, excl. VAT, 2014-18
                                      • Enterprise, outlet and employee numbers
                                        • Figure 17: Germany: Number of enterprises, outlets and persons employed (full-time equivalents) in the DIY/hardware specialists sector, 2008-10
                                    • Leading Specialists – Financials and Outlets

                                      • Key points
                                        • Heavily internationalised
                                          • Figure 18: Germany: Leading DIY retailers’ international store portfolios, 2010-12
                                        • Rewarding quality
                                          • Competing on similar propositions
                                            • Gaining from trade
                                              • Multichannel moves
                                                • Building scale
                                                  • Figure 19: Germany: Leading DIY specialists, net revenues, 2010-12
                                                  • Figure 20: Germany: Leading DIY specialists, outlet numbers, 2010-12
                                                  • Figure 21: Germany: Leading DIY specialists, annual sales per outlet, 2010-12
                                              • Leading Specialists – Market Shares

                                                  • Figure 22: Leading DIY specialists’ market shares, 2010-12
                                              • Online

                                                • Key points
                                                  • Online sales remain tiny
                                                    • Figure 23: Germany: Percentage of all individuals having purchased online, 2008-12
                                                  • The consumer: Where they buy online
                                                      • Figure 24: Germany: The consumer: Retailers DIY goods have been purchased from online in the past 12 months, most popular retailers, March 2013
                                                  • The Consumer – Where They Shop

                                                    • Key points
                                                      • What we asked
                                                        • Specialists still dominate
                                                            • Figure 25: Germany: The consumer: Retailers used for DIY purchases in the last 12 months, whether instore or online, March 2013
                                                            • Figure 26: Germany: The consumer: Retailers used for DIY purchases in the last 12 months, by instore and online, March 2013
                                                            • Figure 27: Germany: The consumer: Retailers used for DIY purchases in the last 12 months, whether instore or online, by average age and affluence, March 2013
                                                        • The Consumer – Attitudes to DIY Shopping

                                                          • Key points
                                                            • What we asked
                                                              • DIY gets done even if only because it has to
                                                                  • Figure 28: Germany: The consumer: Attitudes to DIY and home improvement, March 2013
                                                                  • Figure 29: The consumer: Attitudes to DIY and home improvement, by average age and affluence, March 2013
                                                                  • Figure 30: Germany: The consumer: Attitudes to DIY and home improvement, by gender, March 2013
                                                              • The Consumer – Attitudes to Browsing and Buying Online

                                                                • Key points
                                                                  • What we asked
                                                                    • Opportunities to be tapped in multichannel browsing
                                                                        • Figure 31: Germany: The consumer: Attitudes to browsing and shopping for DIY goods online, March 2013
                                                                        • Figure 32: Germany: The consumer: Attitudes to browsing and shopping for DIY goods online, by average age and affluence, March 2013
                                                                        • Figure 33: Germany: The consumer: Attitudes to browsing and shopping for DIY goods online, by gender, March 2013
                                                                    • Bauhaus

                                                                        • What we think
                                                                          • Large stores and huge offer key to success
                                                                            • Continuing to expand despite economic climate
                                                                              • Online a weakness
                                                                                • Company background
                                                                                  • Company performance
                                                                                    • Figure 34: Bauhaus: Estimated group sales performance, 2008-12
                                                                                    • Figure 35: Bauhaus: Estimated sales performance by country, 2012
                                                                                    • Figure 36: Bauhaus: Estimated contribution to group sales by country, 2012
                                                                                    • Figure 37: Bauhaus: Outlet data, 2008-12
                                                                                    • Figure 38: Bauhaus: Breakdown of outlets by territory, 2012/13 *
                                                                                  • Retail offering
                                                                                  • Hagebau

                                                                                      • What we think
                                                                                        • Tailoring the offer at local level
                                                                                          • Consistent expansion of the multi-channel business
                                                                                            • Company background
                                                                                              • Company performance
                                                                                                • Figure 39: Hagebaumarkt: Group sales performance, excl. sales tax, 2008-12
                                                                                                • Figure 40: Hagebau: Outlet data, 2008-12
                                                                                              • Retail offering
                                                                                              • Hornbach Holding

                                                                                                  • What we think
                                                                                                    • Hornbach rides the euro storm
                                                                                                      • Building long term trust
                                                                                                        • Multichannel strategy
                                                                                                          • Company background
                                                                                                            • Company performance
                                                                                                              • Figure 41: Hornbach Holding: Group financial performance, 2008/09-2012/13
                                                                                                              • Figure 42: Hornbach Holding: Outlet data, 2008/09-2012/13
                                                                                                            • Retail offering
                                                                                                            • Obi

                                                                                                                • What we think
                                                                                                                  • Shifting focus abroad to spur growth
                                                                                                                    • Multi-channel focus
                                                                                                                      • Company background
                                                                                                                        • Company performance
                                                                                                                            • Figure 43: OBI: Group sales performance, excl. VAT, 2008-12
                                                                                                                            • Figure 44: OBI: Outlet data, 2008-12
                                                                                                                          • Retail offering
                                                                                                                          • Praktiker

                                                                                                                              • What we think
                                                                                                                                • Restructuring its portfolio in Germany
                                                                                                                                  • International business
                                                                                                                                    • Company background
                                                                                                                                      • Company performance
                                                                                                                                          • Figure 45: Praktiker: Group sales performance, 2008-12
                                                                                                                                          • Figure 46: Praktiker: Group financial performance, 2008-12
                                                                                                                                          • Figure 47: Praktiker: Average annual sales per outlet, 2008-12
                                                                                                                                          • Figure 48: Praktiker: Outlet data, 2008-12
                                                                                                                                        • Retail offering
                                                                                                                                        • Toom Baumarkt/B1 Discount/Klee

                                                                                                                                            • What we think
                                                                                                                                              • Differentiation through services
                                                                                                                                                • Online
                                                                                                                                                  • Company background
                                                                                                                                                    • Company performance
                                                                                                                                                      • Figure 49: Toom Baumarkt/B1 Discount/Klee: Group financial performance, 2009-12
                                                                                                                                                      • Figure 50: Toom Baumarkt/B1 Discount/Klee: Outlet data, 2009-12
                                                                                                                                                    • Retail offering
                                                                                                                                                    • Appendix – Broader Market Environment

                                                                                                                                                      • Population
                                                                                                                                                        • Figure 51: Europe: Population, by age group, 2010
                                                                                                                                                        • Figure 52: Europe: Population, by age group, 2015
                                                                                                                                                        • Figure 53: Europe: Population, by age group, 2020
                                                                                                                                                      • GDP
                                                                                                                                                        • Figure 54: Europe: GDP (current prices), 2012
                                                                                                                                                        • Figure 55: Europe: Real-terms year-on-year growth in GDP, 2003-13
                                                                                                                                                      • Consumer spending
                                                                                                                                                        • Figure 56: Europe: Households’ consumer spending (current prices), 2012
                                                                                                                                                        • Figure 57: Europe: Real-terms year-on-year growth in households’ consumer spending, 2003-12
                                                                                                                                                      • Consumer prices
                                                                                                                                                        • Figure 58: Europe: Harmonised index of consumer prices, annual % change, 2003-12
                                                                                                                                                      • Unemployment
                                                                                                                                                        • Figure 59: Europe: Average rate of unemployment, 2003-12
                                                                                                                                                      • Interest rates
                                                                                                                                                        • Figure 60: Europe: Central bank interest rates, 2008-13
                                                                                                                                                      • Consumer confidence
                                                                                                                                                        • Figure 61: Europe: Consumer confidence levels, May 2012-April 2013
                                                                                                                                                    • Appendix – The Consumer – Where They Buy – Germany

                                                                                                                                                        • Figure 62: Retailers used for DIY purchases in the last 12 months, by Germany, March 2013
                                                                                                                                                        • Figure 63: Most popular retailers used for in-store/online DIY purchases in the last 12 months, by demographics, Germany, March 2013
                                                                                                                                                        • Figure 64: Next most popular retailers used for in-store/online DIY purchases in the last 12 months, by demographics, Germany, March 2013
                                                                                                                                                        • Figure 65: Most popular retailers used for in-store DIY purchases in the last 12 months, by demographics, Germany, March 2013
                                                                                                                                                        • Figure 66: Next most popular retailers used for in-store DIY purchases in the last 12 months, by demographics, Germany, March 2013
                                                                                                                                                        • Figure 67: Retailers used for online DIY purchases in the last 12 months, by demographics, Germany, March 2013
                                                                                                                                                    • Appendix – The Consumer – Attitudes to DIY Shopping – Germany

                                                                                                                                                        • Figure 68: Retailers used for DIY purchases in the last 12 months, by most popular attitudes to DIY and home improvement, Germany, March 2013
                                                                                                                                                        • Figure 69: Retailers used for DIY purchases in the last 12 months, by next most popular attitudes to DIY and home improvement, Germany, March 2013
                                                                                                                                                        • Figure 70: Most popular attitudes to DIY and home improvement, by demographics, Germany, March 2013
                                                                                                                                                        • Figure 71: Next most popular attitudes to DIY and home improvement, by demographics, Germany, March 2013
                                                                                                                                                    • Appendix – The Consumer – Attitudes to Browsing and Buying DIY Goods Online – Germany

                                                                                                                                                        • Figure 72: Retailers used for DIY purchases in the last 12 months, by most popular attitudes to browsing and shopping for DIY goods online, Germany, March 2013
                                                                                                                                                        • Figure 73: Retailers used for DIY purchases in the last 12 months, by next most popular attitudes to browsing and shopping for DIY goods online, Germany, March 2013
                                                                                                                                                        • Figure 74: Attitudes to DIY and home improvement, by most popular attitudes to browsing and shopping for DIY goods online, Germany, March 2013
                                                                                                                                                        • Figure 75: Attitudes to DIY and home improvement, by next most popular attitudes to browsing and shopping for DIY goods online, Germany, March 2013
                                                                                                                                                        • Figure 76: Most popular attitudes to browsing and shopping for DIY goods online, by demographics, Germany, March 2013
                                                                                                                                                        • Figure 77: Next most popular attitudes to browsing and shopping for DIY goods online, by demographics, Germany, March 2013

                                                                                                                                                    Companies Covered

                                                                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                                                                    DIY Retailing - Germany - May 2013

                                                                                                                                                    £795.00 (Excl.Tax)