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Germany Consumer Spending Habits for the Home Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Consumer Spending Habits for the Home - Germany market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

As the German population ages and younger consumers focus on convenience and style so retailers need to adapt their offering to consumers. Adding services such as IKEA's Task Rabbit or Toom's Handwerkerservice gives consumers a trusted way to complete projects and encourages them to spend money on the home.Dishwashing products made in Germany so far lack clear provenance claims. With a reawakened sense of German localism during the current COVID-19 crisis, origin and locality claims will become a much sought-after claim for German consumers.

All reports purchased from the Mintel Store now come with free access to our COVID-19 Global Insights Hub, allowing you to understand how industries and consumer behaviour is changing worldwide.

What does the COVID-19 Global Insights Hub give you access to?

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Expert analysis from a specialist in the field

Written by Bettina Krechel, a leading analyst in the Consumer sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Stores are a vital part of shopping for the home. But the in-store experience is being transformed as consumers increasingly start their research online. Bettina Krechel
Research Director - German Reports


What's included

What's included

Table of contents

Table of contents

  1. Executive summary

    • Market context
    • Mintel predicts
    • What consumers want, and why
    • [Graph] Germany: reasons for spending on the home, December 2019
    • [Graph] Germany: reasons for choosing retailer, December 2019
    • Opportunities
  2. market drivers

    • [Graph] Germany: change in household final consumption expenditure (domestic concept), 2011-19
    • [Graph] Germany: consumer prices of household spending components, 2014-19
    • [Graph] Germany: housing tenure, 2010-18
    • [Graph] Germany: change in population of age groups between 2014 and 2019
  3. Market activity

    • Market Size and Forecast
    • Market Segmentation
  4. What consumers want, and why

    • Purchases for the home
    • [Graph] Germany: types of spending on the home in the last 12 months, December 2019
    • [Graph] Germany: projects spent money on, by time lived in current property, December 2019
    • Spending plans for next year
    • [Graph] Germany: what consumers expect to spend money on in the next year, December 2019
    • [Graph] Germany: plans to spend money on decorating in the next year, by age and gender, December 2019
    • Reasons for spending on the home
    • [Graph] Germany: reasons for spending money on the home, December 2019
    • [Graph] Germany: reasons for spending on the home, by age group, December 2019
    • Reasons for choosing a retailer
    • [Graph] Germany: reasons for choosing retailer, December 2019
    • [Graph] Germany: reasons for choosing a retailer, by age group, December 2019
    • [Graph] Germany: the importance of inspiring ideas in choosing a retailer, by what consumers spent money on in the past year, December 2019
    • Describing the home
    • [Graph] Germany: how people describe their home, December 2019
    • Home Lifestyles
    • [Graph] Germany: attitudes towards sharing the home, December 2019
    • [Graph] Germany: "I enjoy posting images of my home on social media", by how they describe their home, December 2019
    • [Graph] Germany: attitudes towards spending time at home, December 2019
    • [Graph] Germany: attitudes towards hobbies at home, December 2019
  5. Retailer activity

    • Leading retailers
    • Retail innovation
  6. Appendix

    • Appendix – products covered, abbreviations and consumer research methodology
    • Appendix – market size and forecast

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.