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DIY Retailing - Germany - May 2016

“DIY superstores are under pressure. The collapse of Praktiker has given them some respite but the underlying trend appears to be downwards. There has been a small, but significant upward move in the proportion of people renting their homes and there is an ageing population, less inclined to do home improvements themselves. One solution will be to seek to develop trade business, but that has always proved tough for a DIY superstore. The future looks challenging.”
– Richard Perks, Director of Retail Research

This report answers the following questions:

  • Just how important is online for DIY in Germany
  • Where next for DIY in Germany?

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Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this report
      • Executive Summary

          • The market
            • Spending and inflation
              • Figure 1: Germany: Mintel DIY Market size: Breakdown by product, 2015
              • Figure 2: Germany: Consumer prices of key DIY-related categories, annual % change, Oct 2014-Mar 2016
            • Sector size and forecast
              • Figure 3: DIY specialists sales as % all retail sales (exc fuel), 2006-16
            • Leading players
              • The fall-out from Praktiker
                • OBI the market leader
                  • Figure 4: Germany: Leading specialist DIY retailers: Shares of all spending on DIY, 2015
                • Online still quite small
                  • Figure 5: Germany: Online spending on DIY, 2015
                • The consumer
                  • Where they shop
                    • Figure 6: Germany: Retailers used for DIY purchases in the past 12 months, in-store or online, March 2016
                  • What they buy
                    • Figure 7: Germany: DIY products bought in the last month, March 2016
                  • Factors influencing choice of retailer
                    • Figure 8: Germany: Ranking of main factors in choosing a DIY store, March 2016
                  • What we think
                  • Issues and Insights

                    • Just how important is online for DIY in Germany
                      • The facts
                        • The implications
                          • Where next for DIY in Germany?
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Spending on DIY products
                                  • Sales by specialist retailers falling
                                    • Owner occupancy down
                                      • Inflation falling
                                      • Spending and Inflation

                                        • Mintel DIY market size
                                          • Figure 9: Germany: DIY products – the Mintel market size (incl. VAT), 2010-16
                                          • Figure 10: Germany: Mintel DIY Market size: Breakdown by product, 2015
                                        • DIY-related spending categories
                                            • Figure 11: Germany: Consumer spending in detail (incl. VAT), 2010-15
                                          • Inflation
                                            • Figure 12: Germany: Consumer prices of DIY related categories, Annual % change, 2011-15
                                            • Figure 13: Germany: Consumer prices of key DIY-related categories, annual % change, Oct 2014-Mar 2016
                                          • Owner occupation
                                            • Figure 14: Germany: Owner occupation rate, 2010-14
                                        • Sector Size and Forecast

                                          • Lacklustre performance from the specialists
                                            • Figure 15: Germany: DIY retailers’ sales (excl. VAT), 2010-15
                                            • Figure 16: Germany: DIY retailers’ sales (excl. VAT), 2016-20
                                          • Reversal of long-term trend
                                              • Figure 17: Germany: DIY specialists’ sales as % all retail sales (exc fuel), 1994-2015
                                          • Leading Players – What You Need to Know

                                            • The fall-out from Praktiker
                                              • OBI the market leader
                                                • Online still quite small
                                                • Leading Players

                                                  • Praktiker boost
                                                    • Figure 18: Praktiker outlets taken by the market leaders, 2013
                                                  • Big box dominant
                                                    • Voluntary groups and co-operatives strong
                                                      • Rationalisation
                                                        • Figure 19: Germany: Leading DIY retailers, sales, 2011/12-2015/16
                                                        • Figure 20: Germany: leading DIY retailers, outlets, 2011/12-2015/16
                                                        • Figure 21: Germany: Leading DIY retailers, sales area, 2011/12-2015/16
                                                      • Sales per outlet and per square metre
                                                        • Figure 22: Germany: Leading DIY specialists, average store size, 2015/16
                                                        • Figure 23: Germany: Leading DIY retailers, sales per outlet, 2011/12-2015/16
                                                        • Figure 24: Germany: Leading DIY retailers, sales per sq m, 2011/12-2015/16
                                                    • Market Shares

                                                        • Figure 25: Germany: Leading specialist DIY retailers: Shares of all spending on DIY, 2011-15
                                                    • Online

                                                      • Online activity
                                                        • Figure 26: Germany: Online purchasing, 2009-15
                                                      • Online sales
                                                        • Specialists
                                                          • Figure 27: Germany: Major online retailers of DIY and DIY related categories, 2015
                                                        • Pureplayers.
                                                          • Market size
                                                            • Figure 28: Germany: Online spending on DIY, 2015
                                                        • The Consumer – What You Need to Know

                                                          • OBI most used
                                                            • But Bauhaus has the highest sales per customer
                                                              • OBI and Bauhaus stronger at the softer end,
                                                                • Germans look for product quality before price
                                                                • Where They Shop

                                                                  • Gender
                                                                    • Retailers used
                                                                      • Figure 29: Germany: Retailers used for DIY purchases in the past 12 months, in-store or online, March 2016
                                                                      • Figure 30: Germany: Leading DIY retailers, sales per customer, 2015
                                                                    • Customer profiles
                                                                      • Figure 31: Germany: Profile of customers of leading DIY specialists, March 2016
                                                                      • Figure 32: Germany: Profile of DIY customers of non- specialists, March 2016
                                                                  • What They Buy

                                                                      • Figure 33: Germany: DIY products bought in the last month, March 2016
                                                                      • Figure 34: Germany: DIY products: What they buy by where they shop, March 2016
                                                                  • Factors Influencing Choice of Retailer

                                                                    • Overall ranking
                                                                      • Figure 35: Germany: Ranking of main factors in choosing a DIY store, March 2016
                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                    • Abbreviations
                                                                      • Data sources
                                                                      • Bauhaus

                                                                          • What we think
                                                                            • International growth
                                                                              • Limited online offer
                                                                                • Company background
                                                                                  • Company performance
                                                                                    • Figure 36: Bauhaus: Estimated group sales performance, 2010-15
                                                                                    • Figure 37: Bauhaus: Estimated Outlet data, 2010-15
                                                                                  • Retail offering
                                                                                  • Hagebau

                                                                                      • What we think
                                                                                        • Performance
                                                                                          • Multi-channel offer
                                                                                            • Where next
                                                                                              • Company background
                                                                                                • Company performance
                                                                                                  • Figure 38: Hagebau: Group sales performance, 2010-15
                                                                                                  • Figure 39: Hagebau: Outlet data, 2010-15
                                                                                                • Retail offering
                                                                                                • Hornbach Holding

                                                                                                    • What we think
                                                                                                      • International expansion
                                                                                                        • Hornbach Compact
                                                                                                          • Expanding range of services
                                                                                                            • Continued online focus
                                                                                                              • Where next
                                                                                                                • Company background
                                                                                                                  • Company performance
                                                                                                                    • Figure 40: Hornbach Holding: Group financial performance, 2010/11-2015/16
                                                                                                                    • Figure 41: Hornbach Holding: Outlet data, 2010/11-2015/16
                                                                                                                  • Retail offering
                                                                                                                  • OBI

                                                                                                                      • What we think
                                                                                                                        • bauMax
                                                                                                                          • Where next?
                                                                                                                            • Online
                                                                                                                              • Outlook
                                                                                                                                • Company background
                                                                                                                                  • Company performance
                                                                                                                                    • Figure 42: OBI: Group financial performance, 2010-15
                                                                                                                                    • Figure 43: OBI: Outlet data, 2010-15
                                                                                                                                    • Figure 44: OBI: Sales per outlet, sales per sq m, 2010-15
                                                                                                                                  • Retail offering
                                                                                                                                  • toom Baumarkt/B1 Discount Baumarkt/Kleegarten Specialists

                                                                                                                                      • What we think
                                                                                                                                        • toom store refurbishments strengthen eco-friendly USP market positioning
                                                                                                                                          • An expanding affordable environmentally conscious product mix
                                                                                                                                            • Missing out on online DIY sales
                                                                                                                                              • Gartenliebe.de strengthens toom’s gardening credentials
                                                                                                                                                • Company background
                                                                                                                                                  • Company performance
                                                                                                                                                    • Figure 45: toom Baumarkt/B1 Discount/Klee: Group financial performance, 2011-15
                                                                                                                                                    • Figure 46: toom Baumarkt/B1 Discount: Estimated outlet data, 2011-15
                                                                                                                                                  • Retail offering

                                                                                                                                                  Companies Covered

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

                                                                                                                                                  DIY Retailing - Germany - May 2016

                                                                                                                                                  £995.00 (Excl.Tax)