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DIY Retailing - Germany - May 2019

Covered in this report

This report covers the DIY market in Germany, with a focus on DIY specialists including high street and out-of-town operators. The report does not cover non-specialists, such as hypermarkets, in detail although these are looked at briefly in the consumer research section.

The report combines analysis of the market in Germany, including market sizes, specialists’ sales and forecasts, along with our in-depth consumer data, which analyses shoppers’ behaviour.

For the consumer research we asked questions on the following topics:

  • Which retailers or type of retailer had been used to buy DIY and home maintenance/improvement goods in the past 12 months, both in-store and online
  • DIY and home improvement products actually purchased
  • Characteristics associated with DIY retailers

“The DIY specialists have been losing share of DIY spending. Since 2013 the equivalent of all of the sales of Praktiker (which failed in 2013) have been lost by the specialists and as the decline is continuing there must be concerns that further rationalisation will be necessary.”
– Richard Perks, Director of Retail Research

This report looks at the following areas:

  • Why do the specialists continue to lose market share?
  • What are the prospects for DIY in Germany with an ageing population and changes in home tenure?

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Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this Report
          • Figure 1: Coicop classifications used for the Mintel market size, 2018
      • Executive Summary

          • The market
            • Consumer spending
              • Figure 2: Germany: Mintel DIY market size: breakdown by product, 2018
            • Market drivers
              • Figure 3: Germany: Tenure types: owners vs tenants, 2010-17
            • Sector size and forecast
              • Figure 4: Germany, DIY specialists’ sales relative to the Mintel market size for DIY, 2013-18
            • Channels of distribution
              • Figure 5: Germany: estimated distribution of DIY spending by channel, 2018
            • Companies and brands
              • Leading players
                • Market share
                  • Figure 6: Germany: Leading DIY specialists’ shares of all DIY specialists’ sales, 2018
                • Online
                  • Figure 7: Germany: leading online retailers’ shares of all online DIY sales, 2018
                • The consumer
                  • Where they shop
                    • Figure 8: Germany: DIY retailers used in the last 12 months, March 2019
                  • DIY products purchased
                    • Figure 9: Germany: DIY products purchased in the last 12 months, March 2019
                  • Characteristics associated with DIY retailers
                    • Figure 10: Germany: Characteristics associated with DIY retailers, March 2019
                  • What we think
                  • Issues and Insights

                    • Why do the specialists continue to lose market share?
                      • The facts
                        • The implications
                          • What are the prospects for DIY in Germany with an ageing population and changes in home tenure?
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Demand for DIY holding up
                                  • Ageing population
                                    • Slowing economy
                                      • Decline in owner occupation
                                        • Specialists losing market share
                                          • Specialists still the dominant force
                                          • Consumer Spending

                                            • Mintel DIY market size
                                                • Figure 11: Germany: DIY products – the Mintel market size (incl. VAT), 2014-18
                                                • Figure 12: Germany: Mintel DIY market size, breakdown by product, 2018
                                              • DIY-related spending categories
                                                  • Figure 13: Germany: Consumer spending in detail (incl. VAT), 2014-18
                                              • Market Drivers

                                                  • Ageing population
                                                    • The economy
                                                      • Housing market
                                                        • Home ownership
                                                          • Figure 14: Germany: Tenure types: owners vs tenants, 2010-17
                                                        • Consumer spending plans
                                                          • Figure 15: Germany: Consumers’ planned spending on housing and home, Q1 2016-Q1 2019
                                                      • Sector Size and Forecast

                                                        • Specialists losing share
                                                          • Figure 16: Germany, DIY specialists’ sales relative to the Mintel market size for DIY, 2013-18
                                                          • Figure 17: Germany: specialist DIY retailers, sales (excl. VAT), 2014-18
                                                          • Figure 18: Germany: specialist DIY retailers, forecast sales (excl. VAT), 2019-23
                                                      • Inflation

                                                          • Figure 19: Germany: Consumer prices of DIY-related categories, annual % change, 2014-18
                                                          • Figure 20: Germany: Consumer prices of DIY-related categories, annual % change, July 2017-February 2019
                                                      • Channels of Distribution

                                                          • Figure 21: Germany: estimated distribution of DIY spending by channel, 2018
                                                      • Companies and Brands – What You Need to Know

                                                        • OBI still in the lead
                                                          • Leading players
                                                            • Online share small
                                                            • Leading Players

                                                                • Figure 22: Germany: Leading specialist DIY retailers, sales, 2014-18
                                                                • Figure 23: Germany: Leading specialist DIY retailers, outlet numbers, 2014-18
                                                              • Sales per outlet
                                                                • Figure 24: Germany: Leading specialist DIY retailers, sales per outlet, 2014-18
                                                            • Market Shares

                                                                • Figure 25: Germany: Leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2014-18
                                                                • Figure 26: Germany: Leading specialist DIY retailers’ shares of the Mintel Market Size (excl. VAT), 2014-18
                                                            • Online

                                                              • Online activity
                                                                • Shopping online
                                                                  • Figure 27: Germany: Goods bought online in the last 12 months, 2009-18
                                                                • Online sales of DIY
                                                                  • Figure 28: Germany: Online sales of DIY (excl. VAT), 2014-18
                                                                • Leading online players
                                                                  • Amazon
                                                                    • Online specialists
                                                                      • Amazon the leader online
                                                                        • Figure 29: Germany: Leading retailers’ estimated online sales of DIY, 2018
                                                                    • The Consumer – What You Need to Know

                                                                      • Still a popular purchase
                                                                        • Soft end the main focus
                                                                          • Convenience the main attraction
                                                                          • Where They Shop for DIY

                                                                              • Figure 30: Germany: DIY retailers bought from in-store/online in the last 12 months, March 2019
                                                                            • Trend data
                                                                              • Figure 31: Germany: Numbers of shoppers at leading specialists, 2015-2019
                                                                              • Figure 32: Germany: Numbers of shoppers at leading specialists, 2015-19
                                                                            • Customer profiles by retailer used
                                                                              • Figure 33: Germany: Profile of DIY buyers by retailer used in the last 12 months, by age and income, March 2019
                                                                              • Figure 34: Germany: Profile of DIY buyers by retailer used in the last 12 months, by age and home tenure, March 2019
                                                                          • DIY Products Purchased

                                                                              • Figure 35: Germany: DIY products purchased in the last 12 months, March 2019
                                                                              • Figure 36: Germany: Profile of DIY buyers by products bought in the last 12 months, March 2019
                                                                            • What they bought by where they bought it
                                                                              • Figure 37: Germany: DIY products purchased by retailer shopped, painting and decorating products, March 2019
                                                                              • Figure 38: Germany: DIY products purchased by retailer shopped, power tools, March 2019
                                                                          • Characteristics Associated with DIY Retailers

                                                                              • Figure 39: Germany: Characteristics associated with DIY retailers, March 2019
                                                                              • Figure 40: Germany: Rating for convenience by where people shopped, March 2019
                                                                              • Figure 41: Germany: Rating for being innovative or inspiring by where people shopped, March 2019
                                                                              • Figure 42: Germany: Rating for being expensive by where people shopped, March 2019
                                                                              • Figure 43: Germany: Rating for being high quality by where people shopped, March 2019
                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                            • Abbreviations
                                                                              • Data sources
                                                                              • Bauhaus

                                                                                  • What we think
                                                                                    • Increasing online presence
                                                                                      • Caution when it comes to geographical expansion
                                                                                        • Company background
                                                                                          • Company performance
                                                                                            • Figure 44: Bauhaus: Group sales performance, 2014-18
                                                                                            • Figure 45: Bauhaus: Outlet data, 2014-18
                                                                                          • Retail offering
                                                                                          • Hagebau Retail

                                                                                              • What we think
                                                                                                • Ramping up digital strategy
                                                                                                  • Convenient locations
                                                                                                    • EV charging while you DIY shop
                                                                                                      • Perceived as expensive
                                                                                                        • Company background
                                                                                                          • Company performance
                                                                                                            • Figure 46: Hagebau Retail: Group sales performance, 2014-18
                                                                                                            • Figure 47: Hagebau Retail: Outlet data, 2014-18
                                                                                                          • Retail offering
                                                                                                          • Hornbach Baumarkt

                                                                                                              • What we think
                                                                                                                • Targeting the smart home market
                                                                                                                  • Compact store concept may live again in Sweden
                                                                                                                    • Online business seeing explosive growth
                                                                                                                      • Company background
                                                                                                                        • Company performance
                                                                                                                          • Figure 48: Hornbach Baumarkt: Group financial performance, 2014/15-2018/19
                                                                                                                          • Figure 49: Hornbach-Baumarkt: Outlet data, 2014/15-2018/19
                                                                                                                        • Retail offering
                                                                                                                        • Kingfisher Group

                                                                                                                            • What we think
                                                                                                                              • Unified product range resonating with customers
                                                                                                                                • Stronger digital offer boosting e-commerce
                                                                                                                                  • Everyday low-price proposition
                                                                                                                                    • Trialling new urban proximity store concept
                                                                                                                                      • Screwfix powering ahead thanks to fast growth in m-commerce
                                                                                                                                        • Embracing sustainable practices and environmental governance
                                                                                                                                          • Company background
                                                                                                                                            • Company performance
                                                                                                                                              • Figure 50: Kingfisher Group: Group financial performance, 2014/15-2018/19
                                                                                                                                              • Figure 51: Kingfisher Group: Outlet data, 2014/15-2018/19
                                                                                                                                            • Retail offering
                                                                                                                                            • OBI

                                                                                                                                                • What we think
                                                                                                                                                  • Foreign markets currently the focus of expansion
                                                                                                                                                    • More compact store could suggest future direction
                                                                                                                                                      • Still awaiting the results of “OBI next”
                                                                                                                                                        • Company background
                                                                                                                                                          • Company performance
                                                                                                                                                            • Figure 52: OBI: Group sales performance, 2014-18
                                                                                                                                                            • Figure 53: OBI: Outlet data, 2014-18
                                                                                                                                                          • Retail offering
                                                                                                                                                          • toom Baumarkt/B1 Discount

                                                                                                                                                              • What we think
                                                                                                                                                                • Procurement alliance will benefit customers
                                                                                                                                                                  • Convenient home delivery
                                                                                                                                                                    • Expanded services offering
                                                                                                                                                                      • New shop-in-shop concept extends product offering
                                                                                                                                                                        • Experimenting with pop-up shops to reach out to urban consumers
                                                                                                                                                                          • Company background
                                                                                                                                                                            • Company performance
                                                                                                                                                                              • Figure 54: toom Baumarkt/B1 Discount: Estimated group sales performance, 2014-18
                                                                                                                                                                              • Figure 55: toom Baumarkt/B1 Discount: Estimated outlet data, 2014-18
                                                                                                                                                                            • Retail offering

                                                                                                                                                                            DIY Retailing - Germany - May 2019

                                                                                                                                                                            £995.00 (Excl.Tax)