2022
9
Germany DIY Retailing Market Report 2022
2022-10-24T13:01:57+01:00
REP4171D94B_5F8F_485F_8CBA_EF5873362D5F
2195
156793
[{"name":"DIY","url":"https:\/\/store.mintel.com\/industries\/household-home\/diy"},{"name":"Retail","url":"https:\/\/store.mintel.com\/industries\/retail"}]
Report
en_GB
DIY retail sales declined in 2021, but the sector is well placed to grow slightly thanks to a focus on interconnected retail and energy-efficient products in 2022. Carolin Jaretzke,…

Germany DIY Retailing Market Report 2022

£ 2,195 (Excl.Tax)

Description

The Germany DIY Retailing Market Report 2022 identifies consumers’ attitudes towards DIY & home improvement purchases, DIY customer knowledge campaigns/home-delivery services, and the impact of inflation on DIY retailers in Germany. This report covers the DIY & Home Improvement market size, market forecast, market segmentation and industry trends for the German Hobby & DIY market.

Current Market Landscape

Due to pandemic-induced pent-up demand for experiences, discretionary spending on categories such as travel and leisure is being prioritised over home/garden categories. Inflation and supply chain issues are putting additional pressure on this sector. This is likely to hinder significant growth within the overall DIY retail Germany market. Although consumers are expected to buy less within the DIY category, market value will remain somewhat protected by the increase in prices.

Our DIY Retail Germany report has shown that German consumers are interested in home delivery services when thinking about future DIY/home improvement projects, creating valuable opportunities for DIY retailers in Germany to capitalise on this interest by expanding or tapping into on-demand services. Being particularly popular among younger shoppers, retailers can consider partnering with ‘q-commerce’ companies to connect with them.

DIY Retail Germany Market Share and Key Industry Trends

At this stage, external pressures such as inflation and the Ukraine conflict, are expected to continue to flatten growth. However, this will be partially compensated by necessary expenditures (e.g. household maintenance and investment in new household items when moving to a new home). This will open up opportunities for DIY retailers in Germany to invest in initiatives such as product rental schemes and customer knowledge campaigns.

  • 28% of German consumers are interested in home delivery services.
  • 47% of German in-store DIY shoppers say they would be interested in specialist staff by sector when shopping at in-store DIY retailers in Germany.
  • 22% of German consumers would be interested in purchasing second-hand tools/equipment.

Future Trends in the German Hobby & DIY Market

Our DIY Retail Germany report proves that COVID-19 has boosted the importance of the home for consumers, and therefore driven growth across DIY categories in the past. This offers long-term potential for future spending. A predicted decrease of inflation rates is expected to take financial pressure away from households and drive steady growth in the DIY and Garden Market in Germany, with a growing focus on online sales. Retailers that provide value-adding services for their customers – whilst investing in the enhancement of both on- and offline channels – are likely to succeed.

Moreover, DIY retailers in Germany have excellent opportunities to deepen their engagement with customers through education.

Read on to discover more details or take a look at all of our German Retail Market Research.

Quickly Understand

  • The German DIY retailing landscape and the split between specialists and non-specialists.
  • The legacy of the COVID-19 pandemic on the sector.
  • The ongoing impact of inflation and rising living costs on the sector.
  • Types of home improvement projects that have been undertaken in the last 12 months.
  • The surge in popularity of online retailing and the importance of performing at an omnichannel level.
  • The importance for retailers of imparting DIY know-how and knowledge to customers.
  • Key consumer interests and trends in DIY retailing.

Covered in this Report

Products: Wood stoves, electric heaters, drill drivers, wallpaper, furniture, and many more.

Brands: Amazon, Lidl, OBI, H&M, Gorillas, Flink, Bringoo, MediaMarkt, Bauhaus, Hornbach Baumarkt, Toom Baumarkt, Hagebau, Globus Baumarkt, Eurobaustoff, Bauvista, Bosch, and more.

Expert Analysis from a Specialist in the Field

This report, written by Carolin Jaretzke, a leading analyst in the Retail sector, delivers in-depth commentary and analysis to highlight current trends in the DIY and Garden market in Germany, and adds expert context to the numbers.

DIY retail sales declined in 2021, but the sector is well placed to grow slightly thanks to a focus on interconnected retail and energy-efficient products in 2022.

Carolin Jaretzke
Carolin Jaretzke
Associate Director Retail

Table of Contents

  1. Executive summary

    • Key issues covered in this Report
    • Market context
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 1: estimated retailer share of the specialist DIY retail market*, 2021
  2. market drivers

    • German economy
    • Graph 2: key economic data, in real terms, 2019-23
    • Graph 3: financial confidence over the next year or so, 2022
    • Graph 4: past and future consumer spending on the home, 2022
    • eCommerce
    • Graph 5: important factors when shopping online*, 2022
    • Population demographics
    • Graph 6: population development* aged 65 and over, actual and moderate, 1990-2060
    • Housing
    • Graph 7: home ownership as a definition of financial success*, by country, 2022
  3. MARKET ACTIVITY

    • Sector size and market forecast
    • Graph 8: retail value sales (€bn, excluding VAT) at DIY specialists*, 2015-21
    • Consumer spending
    • Graph 9: consumer spending on main DIY categories, €bn, 2016-21
    • Channels of distribution
  4. What consumers want, and why

    • Retailers used
    • Graph 10: retailers from which DIY/home improvement products have been bought in-store or online in the past 12 months, 2022
    • Graph 11: retailers from which DIY/home improvement products have been bought in-store or online in the past 12 months, NET, 2022
    • Graph 12: retailers from which DIY/home improvement products have been bought in-store in the past 12 months, 2021 vs 2022
    • Graph 13: innovations that consumers would be interested in when shopping in-store at DIY retailers, by retailer type, 2022
    • Graph 14: repertoire of number of retailers from which DIY/home improvement products have been bought in-store in the past 12 months, 2022
    • Graph 15: retailers from which DIY/home improvement products have been bought in-store in the past 12 months, by parental status, 2022
    • Graph 16: retailers from which DIY/home improvement products have been bought online in the past 12 months, 2021 vs 2022
    • Graph 17: repertoire of number of retailers from which DIY/home improvement products have been bought online in the past 12 months, 2022
    • Home improvement projects carried out
    • Graph 18: home improvement projects carried out in the last 12 months, 2022
    • Graph 19: home improvement projects carried out in the last 12 months, by interest in DIY-related innovations, 2022
    • Graph 20: home improvement projects carried out in the last 12 months, by interest in a network of tradesmen, 2022
    • Graph 21: consumer preferences in relation to intended spending on the home in the next 12 months, 2022
    • Graph 22: home improvement projects carried out in the last 12 months, by time in current home, 2022
    • Graph 23: consumers that have carried out home improvement projects in the last 12 months, by housing situation, 2022
    • Interest in DIY retail innovations
    • Graph 24: innovations that consumers would be interested in when shopping in-store at DIY retailers, 2022
    • Graph 25: innovations that consumers would be interested in when shopping in-store at DIY retailers, by gender, 2022
    • Useful offers for DIY/home improvement projects
    • Graph 26: interest in DIY-related innovations, 2022
    • Consumer behaviours in relation to purchasing items for DIY/home improvement projects
    • Graph 27: consumer behaviours in relation to purchasing items for DIY/home improvement projects, 2022
  5. RETAILER ACTIVITY

    • Leading retailers
    • Market share
    • Graph 28: estimated retailer share of the specialist DIY retail market*, 2021
    • Online
    • Retail innovation
    • Advertising and marketing activity
  6. Appendix

    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Appendix – CHAID Analysis methodology
    • 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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