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DIY Retailing - Germany - May 2018

“However one looks at the DIY sector in Germany, it is hard to paint a rosy picture. It is under pressure as all the main macro-economic and demographic factors are moving against it. We do not forecast a sudden collapse, just a long slow decline. The opportunities in the sector are on the high street, among the non-specialists and to some extent online, though online is not a big sector for DIY sales. The outlook for the superstores is one of contraction and rationalisation.”
– Richard Perks, Director of Retail Research

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Table of contents

  1. Overview

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

          • The market
            • Consumer spending
              • Figure 1: Germany: Mintel DIY market size, breakdown by product category, 2017
            • Market drivers
              • Figure 2: Germany: annual rate of growth in house prices, 2015 Q2-2017 Q3
              • Figure 3: Germany: home ownership levels by type of household, 2010-16
            • Sector size and forecast
              • Figure 4: Germany: specialist DIY retailers’ sales relative to all spending on DIY, 2012-17
            • Channels of distribution
              • Figure 5: Germany: estimated channels of distribution for DIY spending, 2017
            • Companies and brands
              • Key metrics
                • Market shares
                  • Figure 6: Germany: leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2017
                • Online
                  • Figure 7: Germany: retailers used to buy DIY goods in the past 12 months, online, March 2018
                • The consumer
                  • Where they shop
                    • Figure 8: Germany: retailers used to buy DIY goods in the past 12 months, by in-store or online, March 2018
                  • Factors influencing where they shop for DIY
                    • Figure 9: Germany: factors influencing where they shop for DIY, March 2018
                  • Attitudes to DIY
                    • Figure 10: Germany: attitudes to DIY, March 2018
                  • What we think
                  • Issues and Insights

                    • Outlook poor for DIY specialists
                      • The facts
                        • The implications
                          • Further consolidation for the specialists
                            • The facts
                              • The implications
                              • The Market – What You Need To Know

                                • Below average growth
                                  • Slowing housing market
                                    • Falling levels of home ownership
                                      • Specialists losing market share
                                        • Specialists still dominate the sector
                                        • Consumer Spending

                                          • Mintel DIY market size
                                              • Figure 11: Germany: DIY products – The Mintel market size (incl. VAT), 2013-18
                                              • Figure 12: Germany: Mintel DIY market size, breakdown by product category, 2017
                                            • DIY-related spending categories
                                                • Figure 13: Germany: consumer spending in detail (incl. VAT), 2012-17
                                            • Market Drivers

                                              • Housing market
                                                • Figure 14: Germany: annual rate of growth in house prices, 2015 Q2-2017 Q3
                                              • Home ownership
                                                • Figure 15: Germany: tenure types: owners vs tenants, 2010-16
                                                • Figure 16: Germany: home ownership levels by type of household, 2010-16
                                              • Consumer confidence
                                                • Figure 17: Germany: consumer confidence indicator, 2017-18
                                              • Consumer spending plans
                                                • Figure 18: Germany: consumers’ planned spending on housing and home, Q4 2014-Q1 2018
                                            • Sector Size and Forecast

                                                • Figure 19: Germany: specialist DIY retailers, sales (excl. VAT), 2012-17
                                                • Figure 20: Germany: specialist DIY retailers, forecast sales (excl. VAT), 2018-22
                                              • The relative decline of DIY specialists
                                                  • Figure 21: Germany: specialist DIY retailers’ sales relative to all spending on DIY, 2012-17
                                              • Inflation

                                                  • Figure 22: Germany: consumer prices of DIY-related categories, annual % change, 2013-17
                                                  • Figure 23: Germany: consumer prices of DIY related categories, annual % change, Oct 2016-Mar 2018
                                              • Channels of Distribution

                                                  • Figure 24: Germany: estimated channels of distribution for DIY spending, 2017
                                              • Companies and Brands – What You Need To Know

                                                • OBI the market leader
                                                  • A fragmented market
                                                    • Online small but growing
                                                    • Leading Players

                                                        • Figure 25: Germany: leading specialist DIY retailers, sales, 2013-17
                                                        • Figure 26: Germany: leading specialist DIY retailers, outlets, 2013-17
                                                        • Figure 27: Germany: leading specialist DIY retailers, sales per outlet, 2013-17
                                                    • Market Shares

                                                        • Figure 28: Germany: leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2013-17
                                                    • Online

                                                      • Online activity
                                                        • Shopping online
                                                          • Figure 29: Germany: online purchasing in the last 12 months, 2008-17
                                                        • Online sales
                                                          • Leading online players
                                                            • Figure 30: Germany: retailers used to buy DIY goods in the past 12 months, online, March 2018
                                                          • Store-based specialists
                                                            • Figure 31: Germany: leading store-based DIY specialists: online presence, 2018
                                                        • The Consumer – What You Need To Know

                                                          • No change in the numbers buying DIY products
                                                            • DIY popular with marginally older and more affluent, reflecting home-owning demographic
                                                              • Quality of products more important than price
                                                                • DIY shoppers still go to the superstores for service
                                                                  • Significant interest in using the internet for help with products
                                                                  • Where They Shop For DIY

                                                                      • Figure 32: Germany: retailers used to buy DIY goods in the past 12 months, by in-store or online, March 2018
                                                                      • Figure 33: Germany: profile of DIY buyers by retailer used, March 2018
                                                                  • Factors Influencing Where They Shop For DIY

                                                                      • Figure 34: Germany: factors influencing where they shop for DIY, March 2018
                                                                      • Figure 35: Germany: profile of DIY buyers by top priority when choosing a store, March 2018
                                                                    • Priorities by where people shop
                                                                        • Figure 36: Germany: factors influencing where they shop for DIY, by retailer used, March 2018
                                                                    • Attitudes to DIY

                                                                        • Figure 37: Germany: attitudes to DIY, March 2018
                                                                      • Attitudes and where people shop
                                                                        • Figure 38: Germany: those who agree with selected DIY attitude statements, by retailer used, March 2018
                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                      • Abbreviations
                                                                        • Data sources
                                                                        • Bauhaus

                                                                            • What we think
                                                                              • Germany still at the heart of the business
                                                                                • Online growth set to drive shift in store formats
                                                                                  • First compact store to open in Sweden in 2018
                                                                                    • What next?
                                                                                      • Company background
                                                                                        • Company performance
                                                                                          • Figure 39: Bauhaus: group sales performance, 2013-17
                                                                                          • Figure 40: Bauhaus: outlet data, 2013-17
                                                                                        • Retail offering
                                                                                        • Hagebau Retail

                                                                                            • What we think
                                                                                              • Local store format sales growth outperforming total division
                                                                                                • Expanded solutions service for customers’ projects
                                                                                                  • New concept areas highlight product category competence
                                                                                                    • Mobile shopping app downloaded by more than 90,000 iPhone and Android users
                                                                                                      • Company background
                                                                                                        • Company performance
                                                                                                          • Figure 41: Hagebau Retail: group sales performance, 2013-17
                                                                                                          • Figure 42: Hagebau Retail: outlet data, 2013-17
                                                                                                        • Retail offering
                                                                                                        • Hornbach Baumarkt

                                                                                                            • What we think
                                                                                                              • Expanded e-commerce presence making the brand more accessible
                                                                                                                • Seamless services proposition planned
                                                                                                                  • Compact store concept setback
                                                                                                                    • Company background
                                                                                                                      • Company performance
                                                                                                                        • Figure 43: Hornbach Baumarkt: group financial performance, 2013/14-2017/18
                                                                                                                        • Figure 44: Hornbach-Baumarkt: outlet data, 2013/14-2017/18
                                                                                                                      • Retail offering
                                                                                                                      • Kingfisher Group

                                                                                                                          • What we think
                                                                                                                            • Still early days
                                                                                                                              • ONE Kingfisher driven by unifying product ranges
                                                                                                                                • Digital overhaul helps boost e-commerce
                                                                                                                                  • Operational efficiencies have their part to play too
                                                                                                                                    • Increased urbanisation presents challenges
                                                                                                                                      • A new format?
                                                                                                                                        • What next?
                                                                                                                                          • Company background
                                                                                                                                            • Company performance
                                                                                                                                                • Figure 45: Kingfisher Group: group financial performance, 2013/14-2017/18
                                                                                                                                                • Figure 46: Kingfisher Group: outlet data, 2013/14-2017/18
                                                                                                                                              • Retail offering
                                                                                                                                              • OBI

                                                                                                                                                  • What we think
                                                                                                                                                    • New strategy to combat increased competition from online pureplayers
                                                                                                                                                      • New product categories
                                                                                                                                                        • Product offering specifically tailored to local market needs
                                                                                                                                                          • Company background
                                                                                                                                                            • Company performance
                                                                                                                                                              • Figure 47: OBI: group sales performance, 2013-17
                                                                                                                                                              • Figure 48: OBI: outlet data, 2013-17
                                                                                                                                                            • Retail offering
                                                                                                                                                            • toom Baumarkt/B1 Discount/Gartenliebe

                                                                                                                                                                • What we think
                                                                                                                                                                  • Access to professional 3D printing for customised home designs and replacement parts
                                                                                                                                                                    • New crafts co-ordinator service for consumers lacking DIY skills
                                                                                                                                                                      • Company background
                                                                                                                                                                        • Company performance
                                                                                                                                                                          • Figure 49: toom Baumarkt/B1 Discount/Gartenliebe: group sales performance, 2013-17
                                                                                                                                                                          • Figure 50: toom Baumarkt/B1 Discount/Gartenliebe: outlet data, 2013-17
                                                                                                                                                                        • Retail offering

                                                                                                                                                                        DIY Retailing - Germany - May 2018

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