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DIY Retailing - Germany - May 2015

Germany’s DIY sector has been unexciting in the last few years. There was some evidence of catch-up spending in 2009 to 2011, but since then the sector has done little. The collapse and disappearance of Praktiker has not helped. But we think that in Germany, as elsewhere in Northern Europe, there are reasons to be very cautious about the prospects for DIY spending.

The trend back to living in inner cities is happening in Germany, as elsewhere. The proportion of people renting their homes is one of the highest in Europe and has edged up further in recent years. The population is ageing and less inclined to do DIY itself.

This report provides data on spending on DIY goods, DIY specialists' sales, leading specialists' sales performance and online activity. In our consumer research for this report we asked which retailers consumers had bought DIY goods from in the last year, both online and in-store, and we asked which factors determined their choice of DIY retailer. We also asked what DIY our respondents had carried out over the previous year and what DIY plans they had for the coming year.

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Table of contents

  1. Introduction

    • A retail creation
      • Consumer questions
        • Report scope and technical notes
          • Defining DIY
            • Definitions – Mintel’s market size
                • Figure 1: Categories included in Mintel’s market estimate, 2015
              • Retail sector
                • Financial definitions
                  • VAT
                    • Figure 2: European VAT rates. 2010-2014
                  • Abbreviations
                    • Country codes
                    • Executive Summary

                      • The market
                        • Figure 3: Germany: Mintel estimate of DIY market size, 2010-15
                        • Figure 4: Germany: Consumer and retailer confidence levels, January 2014 – April 2015
                      • The specialists sector
                        • Figure 5: Germany: Leading specialists share of all DIY specialists’ sales, 2015
                      • The leading specialists
                        • Online
                          • Figure 6: Germany: Retailers DIY goods bought from online in last 12 months, March 2015
                        • The consumer: where they shop
                          • Figure 7: Germany: Outlets used to buy DIY goods, March 2015
                        • The consumer: shopping habits and attitudes
                          • Figure 8: Germany: The Consumer: Relative importance of key factors in choosing where to shop for DIY goods, 2015
                          • Figure 9: Germany: DIY plans for 2015/16
                        • Major projects planned
                          • What we think
                          • Issues and Insights

                            • What is the outlook for DIY retailers?
                              • What we’ve seen
                                • Implications
                                  • So is the DIY Superstore in terminal decline?
                                    • What we’ve seen
                                      • Implications
                                      • Consumer Spending and Inflation

                                        • Key points
                                          • Mintel DIY market size:
                                              • Figure 10: Germany: DIY products – the Mintel market size (incl. VAT), 2010-15
                                              • Figure 11: Germany: DIY products, market size breakdown, 2014
                                            • DIY-related spending categories
                                                • Figure 12: Germany: Consumer spending on DIY-related categories (incl. VAT), 2010-14
                                              • Inflation
                                                • Figure 13: Germany: Consumer prices: Monthly % change, DIY categories, 2014-15
                                                • Figure 14: Germany: Consumer prices index: Annual % change, DIY categories, 2010-14
                                              • Economy and Consumer Confidence
                                                  • Figure 15: Germany: Consumer and retailer confidence levels, January 2014-April 2015
                                              • Specialists Sales and Forecasts

                                                • Key points
                                                  • Praktiker’s disappearance leaves its mark on sector sales
                                                    • Figure 16: Germany: DIY retail sales (excl. VAT), 2010-15
                                                    • Figure 17: Germany: DIY retail sales forecasts (excl. VAT), 2015-19
                                                • Leading Specialists – Financials and Outlets

                                                  • Key points
                                                    • OBI and Bauhaus lead the way…
                                                      • …and full steam ahead for Hornbach, Toom and Hagebau
                                                          • Figure 18: Germany: Leading DIY specialists, sales, 2011-14
                                                          • Figure 19: Germany: Leading DIY specialists: Outlet numbers, 2011-14
                                                          • Figure 20: Germany: Leading DIY specialists: Sales per outlet, 2011-14
                                                      • Market Shares

                                                          • Figure 21: Germany: Leading DIY specialists: share of all DIY specialists’ sales, 2012-14
                                                      • Online

                                                          • Online still very small for the DIY retailers
                                                            • Figure 22: Germany: Retailers DIY goods bought from online in last 12 months, March 2015
                                                          • Germany lags in household goods online
                                                            • Figure 23: Germany: Online purchases, 2009-14
                                                          • Online provision
                                                            • Figure 24: Germany: Leading DIY retailers’ online provision, 2015
                                                          • Online visitor numbers
                                                            • Figure 25: Visitor data for major DIY retail websites, September 2014
                                                        • The Consumer – Where They Shop

                                                          • Key points
                                                            • What we asked
                                                              • Specialists dominate
                                                                  • Figure 26: Germany: Outlets used to buy DIY goods in last 12 months, March 2015
                                                                  • Figure 27: Germany: Shoppers at the leading specialists, 2013-15
                                                                  • Figure 28: Germany: Profile of store customers by age and income, March 2015
                                                                • Age profile and DIY shoppers
                                                                    • Figure 29: Germany: Proportion of each age group that shopped at specialist or non-specialist stores for DIY goods in the last 12 months, March 2015
                                                                    • Figure 30: Germany: Proportion of total sample that shopped at specialist DIY store or non-specialist store in the last 12 months, by age, March 2015
                                                                • The Consumer – Shopping Habits and Attitudes – Level of Home Maintenance/Improvement in the Last Year

                                                                  • Key points
                                                                      • Figure 31: Germany: The consumer: Shopping habits in the past year, March 2015
                                                                      • Figure 32: Germany: Profiles of DIYers by the type of work they have done, March 2015
                                                                  • DIY/Home Improvement Plans Over the Next 12 Months

                                                                    • Key points
                                                                        • Figure 33: Germany: The consumer: DIY/home improvement plans for 2015/16
                                                                        • Figure 34: Germany: The consumer: Profile of those planning Home Improvement work in 2015/16
                                                                      • Retailers used and DIY done or planned
                                                                        • Looking back
                                                                          • Figure 35: Germany: The consumer: Usage of DIY stores by type of DIY work undertaken, 2015
                                                                        • Looking forward
                                                                          • Figure 36: Germany: The consumer: Planned home improvement work by DIY stores used in the last year, March 2015
                                                                      • The Consumer – Major Projects Planned

                                                                        • Key points
                                                                            • Figure 37: Germany: The consumer: Major projects planned, 2015/16
                                                                            • Figure 38: Germany: The consumer: Profile of who is planning what improvement. March 2015
                                                                        • Market Drivers

                                                                          • Key points
                                                                              • Figure 39: Germany: The Consumer: Relative importance of key factors in choosing where to shop, 2015
                                                                              • Figure 40: Germany: The consumer: Market drivers by age, March 2015
                                                                          • Market Drivers and Where Shopped

                                                                              • Figure 41: Germany: The consumer: Usage of stores by market drivers, March 2015
                                                                          • Bauhaus

                                                                              • What we think
                                                                                • Targeted development of new sites
                                                                                  • International growth opportunities
                                                                                    • Considered country-specific product range
                                                                                      • Making DIY shopping easier offline
                                                                                        • Company background
                                                                                          • Company performance
                                                                                            • Figure 42: Bauhaus: Estimated group sales performance, 2009-14
                                                                                            • Figure 43: Bauhaus: Estimated outlet data, 2009-14
                                                                                          • Retail offering
                                                                                          • Hagebau

                                                                                              • What we think
                                                                                                • Driving growth in the core markets
                                                                                                  • Multichannel technology
                                                                                                    • Company background
                                                                                                      • Company performance
                                                                                                        • Figure 44: Hagebau: Group sales performance, 2010-14
                                                                                                        • Figure 45: Hagebau: Outlet data, 2010-14
                                                                                                      • Retail offering
                                                                                                      • Hornbach Holding

                                                                                                          • What we think
                                                                                                            • German market gains new momentum
                                                                                                              • International markets look promising
                                                                                                                • Positioned to benefit from consumer and trade recovery
                                                                                                                  • More to do online
                                                                                                                    • Company background
                                                                                                                      • Company performance
                                                                                                                        • Figure 46: Hornbach Holding: Financial performance, 2010/11-2014/15
                                                                                                                        • Figure 47: Hornbach Holding: Outlet data, 2010/11-2014/15
                                                                                                                      • Retail offering
                                                                                                                      • OBI

                                                                                                                          • What we think
                                                                                                                            • In talks to take over competitor bauMax
                                                                                                                              • International expansion focused on Russia
                                                                                                                                • Small metropolitan stores
                                                                                                                                  • Testing same day delivery service
                                                                                                                                    • Value for money proposition
                                                                                                                                      • Company background
                                                                                                                                        • Company performance
                                                                                                                                          • Figure 48: OBI: Estimated group financial performance, excl. VAT, 2010-14
                                                                                                                                          • Figure 49: OBI: Estimated outlet data, 2010-14
                                                                                                                                        • Retail offering
                                                                                                                                        • toom Baumarkt/B1 Discount Baumarkt

                                                                                                                                            • What we think
                                                                                                                                              • Positioning itself as a leader in sustainable and environmentally friendly DIY shopping
                                                                                                                                                • toom Baumarkt fascia driving sales
                                                                                                                                                  • Marketing push to enthuse consumers to start DIY projects
                                                                                                                                                    • Preparing online store launch
                                                                                                                                                      • Company background
                                                                                                                                                        • Company performance
                                                                                                                                                          • Figure 50: toom Baumarkt/B1 Discount Baumarkt: Group sales, exc. VAT, 2010-14
                                                                                                                                                          • Figure 51: toom Baumarkt/B1 Discount Baumarkt Outlet data, 2010-14
                                                                                                                                                        • Retail offering

                                                                                                                                                        Companies Covered

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

                                                                                                                                                        DIY Retailing - Germany - May 2015

                                                                                                                                                        £995.00 (Excl.Tax)