Germany DIY Retailing Market Report 2023
DIY retailers in Germany can inspire Germans' 'improve not move' mentality with store-branded products, DIY communities, personalised project guidance, and online performance upgrades. Charlotte Sander - Associate Analyst…

Germany DIY Retailing Market Report 2023

£ 2,195 (Excl.Tax)


Stay ahead of the curve and future-proof your business with Mintel’s Germany DIY Retailing Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest DIY trends in Germany, and consumer behaviours affecting your industry. Get a 360° view of the DIY & home improvement market in Germany including DIY retail market size Germany, market share, and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • A detailed outlook of the DIY & home improvement market in Germany, including expert insights and market drivers.
  • The effects of the recent pandemic and the rising cost of living on the performance of DIY retailers in Germany.
  • Buying behaviours and consumer attitudes: Which DIY retailing products are being purchased, who is buying them, and what purchase channels are they using.
  • Innovations in the DIY & home improvement market: The use of new technology, sustainable products, and how retailers can provide an omni-channel experience.
  • How your business can tap into opportunities to increase your DIY retail Germany market share.

An Overview of the DIY & Home Improvement Market Germany

The rising cost of living is dampening revenues of DIY retailers in Germany. The DIY & home improvement market faces challenges from an increasingly fragmented industry landscape as non-specialists improve their product ranges.

Although inflation is rearranging spending behaviour, COVID-19 was eye-opening to the importance of a comfortable home to one’s wellbeing. Once budgets loosen again, consumers will be able, and more willing, to invest in large-scale projects. Demand for products will give DIY retail market size Germany a considerable boost.

Germany DIY Retailing Market Report: What Consumers Want and Why

  • Consumer participation in DIY Projects & Home Improvement: In a challenging economy, the number of Germans who prioritise spending on their homes over other areas increased to 50% in 2023. This shows that Germans have adopted an ‘improve not move’ mentality by engaging in projects that help them save money on their homes in the long run.
  • Consumer Behaviour in the DIY & Home Improvement Market: Financial setbacks from previous years will continue to impact spending behaviour in 2023. Consumers are deliberating which DIY products are worth investing in and might delay bigger home improvement projects to when the economy becomes stable again. DIY specialists will be required to guide their cautious customers through project prioritisation and highlight the long-term benefits of bigger investments.
  • Market Challenges for DIY Retailers in Germany: Low prices are a crucial factor for 50% of DIY shoppers, which can be difficult to align with their equally high interest in product quality. Those subjected to squeezed budgets are looking towards discounters rather than buying from specialists. The rising importance of private label products poses a threat to DIY retailers in Germany. They can invest in store-branded product ranges to cater to a wider range of customers and create positive brand associations to counter the threat of discounters.

DIY Retail Germany Market Forecast

  • Considering the growing threat from discounters, DIY retailers in Germany have an opportunity to create a sense of community through joint activities, workshops or events. Such initiatives bring consumers together, create personal relationships, and provide newbies with guidance to enter the DIY world, as younger consumers in particular agree that retailers are overwhelming to shop at.

To learn how to connect with your audience, purchase our DIY Retailing Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Otto, Lidl, Kaufland, OBI, Hornbach, Bauhaus, toom Baumarkt, Hagebau, Globus, Eurobaustoff, Bauvista, Behner, Hellweg, Amazon, Hypermarket, eBay, nd many more.

Products: Interior walls, roof insulation, goods for home maintenance and repair, house and garden tools and equipment, and many more.

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Expert Insights on the DIY & Home Improvement Market in Germany

This report, written by Charlotte Sander, Associate Analyst, delivers in-depth commentary and analysis to highlight DIY trends in Germany and add expert context to the numbers.

DIY retailers in Germany can inspire Germans’ ‘improve not move’ mentality with store-branded products, DIY communities, personalised project guidance, and online performance upgrades.

Charlotte Sander, Associate Analyst
Associate Analyst

Table of Contents

  1. Executive summary

    • Key issues covered in this Report
    • Market context
    • Graph 1: monthly harmonised consumer price index, by category, 2021-23
    • Graph 2: consumer spending on DIY-related product categories, 2018-22
    • Mintel predicts
    • Opportunities
    • Graph 3: behaviour towards saving money in DIY/home improvement projects, 2023
    • Graph 4: attitudes towards DIY/home improvement projects, 2023
    • Graph 5: retailers used to buy DIY/home improvement products in the past 12 months, 2023
    • The competitive landscape
    • Graph 6: DIY specialists' share of total DIY retail sales, 2022
    • Graph 7: retailers used to shop for DIY products, by gender, 2023
  2. market drivers

    • The German economy
    • Graph 8: key economic data, in real terms, 2019-24
    • Graph 9: retail sales (€bn incl VAT), 2016-23
    • Graph 10: how consumers describe their current financial situation, by gender, 2023
    • Graph 11: consumers' past and planned spending on the home, 2022 and 2023
    • Housing in Germany
    • Graph 12: tenure types, owners vs tenants, 2014-22
    • Demographics
    • Graph 13: population forecast and age-group breakdown, 2021-40
    • eCommerce
    • Graph 14: frequency of online shopping, 2023

    • Sector size and forecast
    • Graph 15: DIY retail sales (excl VAT), 2013-23
    • Consumer spending
    • Graph 16: breakdown of consumer spending on DIY categories (incl VAT), by category, 2018-22
    • DIY online sales
    • Graph 17: online retail sales of DIY products, 2014-22
  4. What consumers want and why

    • Retailers used for DIY retailing shopping
    • Graph 18: retailer where DIY/home improvement products were purchased in the past 12 months, 2023
    • Graph 19: top five retailers where DIY/home improvement products were purchased in the past 12 months, 2021-23
    • Graph 20: retailers where DIY/home improvement products were purchased in the past 12 months , 2023
    • DIY projects carried out
    • Graph 21: home improvement projects carried out at home in the last 12 months, 2023
    • Factors influencing choice of DIY store
    • Graph 22: reasons for choosing a retailer to buy DIY/home improvement products from, 2023
    • DIY retailing behaviour in the cost of living crisis
    • Graph 23: behaviour towards DIY/home improvement projects, 2023
    • Attitudes towards DIY retailing
    • Graph 24: attitudes towards DIY/home improvement projects, 2023

    • Leading retailers
    • Market share
    • Graph 25: leading specialists' share of total DIY retail sales, 2022
    • Retail innovation
    • Advertising and marketing activity
  6. Appendix

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

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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.

Below is a sample report, understand what you are buying.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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