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DIY Retailing - Germany - May 2017

“Consumer spending on DIY has remained strong over the past few years, but the specialists have struggled to maintain their share as the non-specialists, and particularly the online giants Amazon and eBay, are catering to consumers looking for items that don’t justify a trip to a warehouse store”.
– Thomas Slide, Retail Analyst

This Report discusses the following key topics:

  • Which retailers had been used to buy DIY and home maintenance/improvement goods in the past 12 months, both in-store and online
  • DIY activities carried out over the last year
  • Attitudes to DIY

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Table of contents

  1. Overview

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

          • The market
            • Market size
              • Figure 1: Germany: DIY products – Mintel market size (incl. VAT), 2012-17
              • Figure 2: Germany: consumer prices of DIY-related categories, annual % change, November 2015-April 2017
            • Consumer confidence
              • Figure 3: Germany: consumer confidence: January 2016-March 2017
            • Channels of distribution
              • Figure 4: Germany: estimated channels of distribution for DIY spending, 2016
            • Sector size and forecast
              • Figure 5: Germany: annual growth in sales through the DIY/hardware stores, 2011-16
            • Leading specialists
              • Key metrics
                • Market shares
                  • Figure 6: Germany: leading specialist DIY retailers: shares of all DIY specialists’ sales, 2016
                • Online
                  • The consumer
                    • Where they shop
                      • Figure 7: Germany: retailers used to buy DIY goods in the last 12 months, either in-store or online, March 2017
                    • Participation in DIY activities
                      • Figure 8: Germany: DIY jobs completed in the last 12 months, March 2017
                    • Attitudes to DIY
                      • Figure 9: Germany: attitudes to DIY, March 2017
                    • What we think
                    • Issues and Insights

                      • Are specialists missing out on DIY ‘top-up’ shopping?
                        • The facts
                          • The implications
                            • Opportunities to appeal to the young
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • A strong economy leads to growth in consumer spending
                                    • Inflation low through 2016 but increasing in 2017
                                      • Sales through specialists have been weak
                                      • Market Size and Key Drivers

                                        • A strong economic performance
                                          • Consumer spending on DIY grows steadily
                                            • Figure 10: Germany: DIY products – Mintel market size (incl. VAT), 2012-17
                                            • Figure 11: Germany: Mintel DIY market size: breakdown by product, 2016
                                          • DIY-related spending categories
                                              • Figure 12: Germany: consumer spending in detail (incl.VAT), 2012-16
                                            • Inflation
                                              • Figure 13: Germany: consumer prices of DIY-related categories, annual % change, 2012-16
                                              • Figure 14: Germany: consumer prices of DIY-related categories, annual % change, November 2015-April 2017
                                            • Market drivers
                                              • Housing market
                                                • Figure 15: Germany: annual rate of change in house prices, 2008-16
                                                • Figure 16: Germany: tenure types: owners vs tenants, 2010-15
                                              • Consumer confidence
                                                • Figure 17: Germany: consumer confidence, January 2016-March 2017
                                            • Channels of Distribution

                                              • Specialists dominate
                                                • Figure 18: Germany: estimated channels of distribution for DIY spending, 2016
                                            • Sector Size and Forecast

                                              • Sales through specialists have been weak
                                                • Figure 19: Germany: DIY specialists’ sales (excl. VAT), 2011-16
                                                • Figure 20: Germany: DIY specialists’ sales, forecasts, excl VAT, 2017-21
                                                • Figure 21: Germany: DIY specialists’ sales relative to all spending on DIY products*, 2011-16
                                            • Leading Specialists – What You Need to Know

                                              • OBI leads
                                                • But Bauhaus is catching up
                                                  • Online accounts for just 5.2% of spending on DIY
                                                  • Leading Specialists

                                                    • OBI is the market leader
                                                      • Bauhaus is catching up
                                                        • Hornbach trials urban stores
                                                          • Screwfix puts expansion on pause
                                                            • Figure 22: Germany: leading specialist DIY retailers, sales, 2012-16
                                                            • Figure 23: Germany: leading specialist DIY retailers, outlet numbers, 2012-16
                                                            • Figure 24: Germany: leading specialist DIY retailers, sales per outlet, 2012-16
                                                        • Market Shares

                                                          • Consolidation in the top ten
                                                            • Lacking a dominant player
                                                              • Bauhaus could become the market leader in 2018
                                                                • Figure 25: Germany: leading specialist DIY retailers: shares of all DIY specialists’ sales, 2012-16
                                                            • Online

                                                              • Online activity and device usage
                                                                • Shopping online
                                                                  • Figure 26: Germany: percentage purchasing online, 2011-16
                                                                • Online sales
                                                                  • Figure 27: Germany: online sales of DIY products (Incl.VAT), 2014-16
                                                                • Leading online DIY retailers
                                                                  • Figure 28: Germany: leading store-based DIY specialists: online presence, 2017
                                                              • The Consumer – What You Need to Know

                                                                • Amazon as popular as OBI
                                                                  • Appeal of specialists skewed towards homeowners
                                                                    • Over three-quarters have done DIY
                                                                      • In-store advice is highly valued
                                                                        • Young and affluent want to improve their skills
                                                                        • Where They Shop

                                                                          • Amazon matches OBI
                                                                            • Figure 29: Germany: retailers used to buy DIY goods in the last 12 months, in-store and online, March 2017
                                                                          • OBI dominates in-store
                                                                            • Figure 30: Germany: retailers used to buy DIY goods in the last 12 months, in-store, March 2017
                                                                          • Online dominated by non-specialists
                                                                            • Figure 31: Germany: retailers used to buy DIY goods in the last 12 months, online, March 2017
                                                                          • DIY carried out by the affluent young
                                                                            • Figure 32: Germany: profile of those who had bought DIY goods, whether in-store or online, by type of retailer used, March 2017
                                                                          • Appeal of specialists skewed towards homeowners
                                                                            • Figure 33: Germany: percentage point difference in usage of DIY stores between homeowners and renters, March 2017
                                                                        • Participation in DIY Activities

                                                                          • Over three-quarters have done DIY
                                                                            • Figure 34: Germany: DIY jobs completed in the last 12 months without a tradesman, March 2017
                                                                          • Germans prefer to do it themselves
                                                                            • Figure 35: Germany: DIY jobs completed in the last 12 months, March 2017
                                                                          • Over three-quarters have carried out DIY tasks
                                                                            • Figure 36: Germany: who completed DIY jobs in the last 12 months, March 2017
                                                                          • Bringing people together to develop skills
                                                                            • Figure 37: Germany: who completed DIY jobs in the last 12 months, by age group, March 2017
                                                                        • Attitudes to DIY

                                                                          • In-store advice is valued
                                                                            • Figure 38: Germany: attitudes to DIY, March 2017
                                                                          • Opportunities to learn appeal to the young and affluent
                                                                            • Figure 39: Germany: profile of those who agreed with various attitude statements to DIY, March 2017
                                                                          • Over half find DIY enjoyable
                                                                            • Figure 40: Germany: attitudes of those who have carried out DIY projects in the last 12 months (excluding those using a tradesman), March 2017
                                                                          • Hagebau shoppers rate in-store advice
                                                                            • Figure 41: Germany: agreement with the statement “Advice from in-store staff is useful for DIY projects”, by where they shopped for DIY products in the last 12 months, March 2017
                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                          • Abbreviations
                                                                            • Data sources
                                                                            • Bauhaus

                                                                                • What we think
                                                                                  • A German business with an international footprint
                                                                                    • Giving customers a helping hand
                                                                                      • Company background
                                                                                        • Company performance
                                                                                          • Figure 42: Bauhaus: estimated group sales performance*, 2012-16
                                                                                          • Figure 43: Bauhaus: outlet data, 2012-16
                                                                                        • Retail offering
                                                                                        • Hagebau

                                                                                            • What we think
                                                                                              • Moving into the city
                                                                                                • Shop facelifts and enhanced features
                                                                                                  • Company background
                                                                                                    • Company performance
                                                                                                      • Figure 44: Hagebau: group sales performance, 2012-16
                                                                                                      • Figure 45: Hagebau: Outlet data, 2012-16
                                                                                                    • Retail offering
                                                                                                    • Hornbach Baumarkt

                                                                                                        • What we think
                                                                                                          • Experimenting with new mini-format urban store concept
                                                                                                            • Project-oriented solutions service expanded
                                                                                                              • Rolling out online shop to more countries
                                                                                                                • Company background
                                                                                                                  • Company performance
                                                                                                                    • Figure 46: Hornbach Baumarkt: group financial performance, 2012/13-2016/17
                                                                                                                    • Figure 47: Hornbach Baumarkt: outlet data, 2012/13-2016/17
                                                                                                                  • Retail offering
                                                                                                                  • Kingfisher Group

                                                                                                                      • What we think
                                                                                                                        • The transformation
                                                                                                                          • Will it work?
                                                                                                                            • Longer term
                                                                                                                              • Company background
                                                                                                                                • Company performance
                                                                                                                                  • Figure 48: Kingfisher Group: group financial performance, 2012/13-2016/17
                                                                                                                                  • Figure 49: Kingfisher Group: outlet data, 2012/13-2016/17
                                                                                                                                • Retail offering
                                                                                                                                • OBI

                                                                                                                                    • What we think
                                                                                                                                      • Enhanced in-store experience
                                                                                                                                        • Expansion of customised home improvement and garden project solutions
                                                                                                                                          • Company background
                                                                                                                                            • Company performance
                                                                                                                                              • Figure 50: OBI: estimated group sales performance, 2012-16
                                                                                                                                              • Figure 51: OBI: outlet data, 2012-16
                                                                                                                                            • Retail offering
                                                                                                                                            • toom Baumarkt

                                                                                                                                                • What we think
                                                                                                                                                  • Inspirational shopping environment
                                                                                                                                                    • Accelerating digital presence
                                                                                                                                                      • A less environmentally-damaging DIY brand
                                                                                                                                                        • Company background
                                                                                                                                                          • Company performance
                                                                                                                                                            • Figure 52: toom Baumarkt/B1 Discount/Gartenliebe: group sales performance, 2012-16
                                                                                                                                                            • Figure 53: toom Baumarkt/B1 Discount Baumarkt/Gartenliebe: estimated outlet data, 2012-16
                                                                                                                                                          • Retail offering

                                                                                                                                                          DIY Retailing - Germany - May 2017

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