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DIY Retailing - Germany - May 2014

This report looks at DIY retailing in Germany:

  • Four in ten Germans have done DIY in the past year and a similar proportion plan to do DIY in the coming year.
  • Doing DIY peaks in the 45-54 age group.
  • Nearly half of Germans live in rented homes.
  • German shoppers turn first to a DIY superstore, well ahead of those turning first to the internet or to a high-street store.
  • Those turning to high-street stores are notably younger than the average.

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Table of contents

  1. Introduction and Report Scope

      • Defining DIY
        • 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, 2011-14
                  • Abbreviations
                    • Country codes
                    • Executive Summary

                      • The market
                        • The specialists sector
                          • The leading specialists
                            • Online
                              • The consumer: Where they shop
                                • The consumer: Attitudes towards DIY
                                  • What we think
                                  • Consumer Spending and Inflation

                                    • Key points
                                      • Mintel market size: improvement in spending expected in 2014
                                          • Figure 2: Germany: DIY products – the Mintel market size (incl. VAT), 2009-14
                                          • Figure 3: Germany: DIY products market size breakdown, 2013
                                        • Spending breakdown
                                            • Figure 4: Germany: Consumer spending in detail (incl. VAT), 2009-14
                                          • Mintel’s market size
                                            • Inflation
                                                • Figure 5: Consumer prices index: annual % change, DIY categories, annual, 2009-13
                                            • Specialists’ Sales and Forecasts

                                              • Key points
                                                • 2013 weak, 2014 better
                                                    • Figure 6: Germany: DIY retail sales (excl. VAT), 2009-14
                                                    • Figure 7: Germany: DIY retail sales forecasts (excl. VAT), 2014-18
                                                  • Enterprise, outlet and employee numbers
                                                    • Figure 8: Germany: Number of enterprises, outlets and persons employed (full-time equivalents) in the DIY/hardware specialists sector, 2009-11
                                                • The Leading Specialists: Financials and Outlets

                                                  • Key points
                                                    • Praktiker closes down
                                                      • A weak 2013 but share is there to mop up
                                                        • Store acquisitions
                                                          • Competing on similar ground
                                                            • New entrants
                                                              • Online needs to be addressed
                                                                • Figure 9: Germany: Leading DIY specialists: Net revenues, 2011-13
                                                                • Figure 10: Germany: Leading DIY specialists: outlet numbers, 2011-13
                                                                • Figure 11: Germany: Leading DIY specialists: annual sales per outlet, 2011-13
                                                              • Internationalisation continues
                                                                • Figure 12: Germany: Leading DIY retailers’ international store portfolios, 2010-14
                                                              • Praktiker’s international portfolio
                                                              • The Leading Specialists: Market Shares

                                                                  • Figure 13: Germany: Leading DIY specialists: share of spending on DIY products, 2011-13
                                                              • Online

                                                                • Key points
                                                                  • 22% buy on the internet
                                                                    • Figure 14: Germany: The consumer: Retailers used for DIY purchases in the past 12 months, online, February 2014
                                                                  • But specialists have been slow to move online
                                                                    • Figure 15: Germany: Major DIY specialists: Year transactional websites were launched in the German market
                                                                  • Online visitor numbers
                                                                    • Figure 16: Visitor data for major DIY retail websites, February 2014
                                                                • The Consumer: Where They Shop

                                                                  • Key points
                                                                    • What we asked
                                                                      • Obi records a very strong lead
                                                                          • Figure 17: Germany: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, February 2014
                                                                        • Online and offline
                                                                            • Figure 18: Germany: The consumer: Retailers used for DIY purchases in the past 12 months, by in-store or online, February 2014
                                                                          • 2014 versus 2013
                                                                              • Figure 19: Germany: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2013 and February 2014
                                                                            • Demographics: DIY shopping peaks among 55+ consumers
                                                                              • Figure 20: Germany: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, by average age/affluence, February 2014
                                                                              • Figure 21: Germany: The consumer: DIY purchases in the past 12 months, whether in-store or online, by gender, February 2014
                                                                              • Figure 22: Germany: The consumer: DIY purchases in the past 12 months, whether in-store or online, by age group, February 2014
                                                                            • Focusing on those who actually do DIY
                                                                                • Figure 23: Germany: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, by DIY activity in past 12 months, February 2014
                                                                            • The Consumer: Attitudes towards DIY

                                                                              • Key points
                                                                                • What we asked
                                                                                  • Only four in ten have done DIY
                                                                                    • Figure 24: Germany: The consumer: Attitudes towards DIY, February 2014
                                                                                  • Renters still do DIY
                                                                                    • Demographics: doing DIY peaks among 45-54 year olds
                                                                                        • Figure 25: Germany: The consumer: Attitudes towards DIY – selected statements on participation, by age group, February 2014
                                                                                        • Figure 26: Germany: The consumer: Attitudes towards DIY – selected statements on how they shop, by age group, February 2014
                                                                                        • Figure 27: Germany: The consumer: Attitudes towards DIY, by average age/affluence, February 2014
                                                                                    • Bauhaus

                                                                                        • What we think
                                                                                          • Company background
                                                                                            • Company performance
                                                                                              • Figure 28: Bauhaus: Estimated group sales performance, 2008-13
                                                                                              • Figure 29: Bauhaus: Estimated sales performance in selected countries, 2013
                                                                                              • Figure 30: Bauhaus: Outlet data, 2008-13
                                                                                            • Retail offering
                                                                                            • Hagebau

                                                                                                • What we think
                                                                                                  • Company background
                                                                                                    • Company performance
                                                                                                      • Figure 31: Hagebau: Group financial performance, 2008-13
                                                                                                      • Figure 32: Hagebau: Outlet data, 2008-13
                                                                                                    • Retail offering
                                                                                                    • Hornbach Holding

                                                                                                        • What we think
                                                                                                          • Company background
                                                                                                            • Company performance
                                                                                                              • Figure 33: Hornbach Holding: Group financial performance, 2008/09-2012/13
                                                                                                              • Figure 34: Hornbach Holding: Outlet data, 2008/09-2012/13
                                                                                                            • Retail offering
                                                                                                            • OBI

                                                                                                                • What we think
                                                                                                                  • Company background
                                                                                                                    • Company performance
                                                                                                                      • Figure 35: OBI: Group sales performance, excl. VAT, 2008-13
                                                                                                                      • Figure 36: OBI: Outlet data, 2008-2013
                                                                                                                    • Retail offering
                                                                                                                    • toom Baumarkt/B1 Discount/Klee

                                                                                                                        • What we think
                                                                                                                          • Company background
                                                                                                                            • Company performance
                                                                                                                              • Figure 37: toom Baumarkt/B1 Discount/Klee: Group sales, exc. VAT, 2009-13
                                                                                                                              • Figure 38: toom Baumarkt/B1 Discount/Klee: Outlet data, 2009-13
                                                                                                                            • Retail offering
                                                                                                                            • Appendix – Broader Market Environment

                                                                                                                              • Online
                                                                                                                                • Figure 39: Europe: Percentage of households with a broadband internet connection, by country, 2009-13
                                                                                                                                • Figure 40: Europe: Percentage of all individuals accessing the internet daily, 2009-13
                                                                                                                              • Consumer confidence
                                                                                                                                • Figure 41: Europe: Consumer confidence levels, April 2013-March 2014
                                                                                                                              • Population
                                                                                                                                • Figure 42: Europe: Population, total and by age group, 2010
                                                                                                                                • Figure 43: Europe: Forecast population, total and by age group, 2015
                                                                                                                                • Figure 44: Europe: Forecast population, total and by age group, 2015
                                                                                                                              • Gross domestic product
                                                                                                                                • Figure 45: Europe: Gross domestic product, at current prices, 2012
                                                                                                                                • Figure 46: Europe: Real-terms year-on-year GDP growth, 2009-14
                                                                                                                              • Consumer spending
                                                                                                                                • Figure 47: Europe: Consumer spending, at current prices, 2012
                                                                                                                                • Figure 48: Europe: Real-terms year-on-year growth in consumer spending, 2009-12
                                                                                                                              • Inflation
                                                                                                                                • Figure 49: Europe: Harmonised indices of consumer prices – annual % change, all items, 2009-13
                                                                                                                              • Interest rates
                                                                                                                                • Figure 50: Europe: Central bank interest rates, 2009-14
                                                                                                                            • Appendix – The Consumer – Germany

                                                                                                                              • Where they shop
                                                                                                                                • Figure 51: Shops used to buy DIY goods, Germany, February 2014
                                                                                                                              • Crossed questions
                                                                                                                                • Figure 52: Shops used to buy DIY goods, by most popular attitudes towards DIY, Germany, February 2014
                                                                                                                                • Figure 53: Shops used to buy DIY goods, by next most popular attitudes towards DIY, Germany, February 2014
                                                                                                                                • Figure 54: Shops used to buy DIY goods, by other attitudes towards DIY, Germany, February 2014
                                                                                                                              • Demographics
                                                                                                                                • Figure 55: Most popular shops used to buy DIY goods – Any, by demographics, Germany, February 2014
                                                                                                                                • Figure 56: Next most popular shops used to buy DIY goods – Any, by demographics, Germany, February 2014
                                                                                                                                • Figure 57: Other shops used to buy DIY goods – Any, by demographics, Germany, February 2014
                                                                                                                                • Figure 58: Most popular shops used to buy DIY goods – In-store, by demographics, Germany, February 2014
                                                                                                                                • Figure 59: Next most popular shops used to buy DIY goods – In-store, by demographics, Germany, February 2014
                                                                                                                                • Figure 60: Other shops used to buy DIY goods – In-store, by demographics, Germany, February 2014
                                                                                                                                • Figure 61: Most popular shops used to buy DIY goods – Online, by demographics, Germany, February 2014
                                                                                                                                • Figure 62: Next most popular shops used to buy DIY goods – Online, by demographics, Germany, February 2014
                                                                                                                                • Figure 63: Other shops used to buy DIY goods – Online, by demographics, Germany, February 2014
                                                                                                                              • Attitudes
                                                                                                                                • Figure 64: Attitudes towards DIY, February 2014
                                                                                                                              • Crossed questions
                                                                                                                                • Figure 65: Attitudes towards DIY, by most popular shops used to buy DIY goods – Any, Germany, February 2014
                                                                                                                                • Figure 66: Attitudes towards DIY, by next most popular shops used to buy DIY goods – Any, Germany, February 2014
                                                                                                                                • Figure 67: Attitudes towards DIY, by other shops used to buy DIY goods – Any, Germany, February 2014
                                                                                                                                • Figure 68: Attitudes towards DIY, by most popular shops used to buy DIY goods – In-store, Germany, February 2014
                                                                                                                                • Figure 69: Attitudes towards DIY, by next most popular shops used to buy DIY goods – In-store, Germany, February 2014
                                                                                                                                • Figure 70: Attitudes towards DIY, by other shops used to buy DIY goods – In-store, Germany, February 2014
                                                                                                                                • Figure 71: Attitudes towards DIY, by shops used to buy DIY goods – Online, Germany, February 2014
                                                                                                                              • Demographics
                                                                                                                                • Figure 72: Most popular attitudes towards DIY, by demographics, Germany, February 2014
                                                                                                                                • Figure 73: Next most popular attitudes towards DIY, by demographics, Germany, February 2014
                                                                                                                                • Figure 74: Other attitudes towards DIY, by demographics, Germany, February 2014

                                                                                                                            Companies Covered

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

                                                                                                                            DIY Retailing - Germany - May 2014

                                                                                                                            £795.00 (Excl.Tax)