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Germany DIY Retailing Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the DIY Retailing 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 and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Areas 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 covered 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
  • Important factors when deciding where to shop for home maintenance/improvement products
  • Levels of agreement with a variety of attitudinal statements relating to DIY

Expert analysis from a specialist in the field

Written by Richard Perks, a leading analyst in the Retail sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

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