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Description

Description

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.

What's included

What's included

Table of contents

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

                                                                                                                                                    About the report

                                                                                                                                                    This interactive report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data carried out across Germany, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                    • The Consumer

                                                                                                                                                      What They Want. Why They Want It.

                                                                                                                                                    • The Competitors

                                                                                                                                                      Who’s Winning. How To Stay Ahead.

                                                                                                                                                    • The Market

                                                                                                                                                      Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                    • The Innovations

                                                                                                                                                      New Ideas. New Products. New Potential.

                                                                                                                                                    • The Opportunities

                                                                                                                                                      Where The White Space Is. How To Make It Yours.

                                                                                                                                                    • The Trends

                                                                                                                                                      What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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