Table of Contents
Overview
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- What you need to know
- Areas covered in this report
Executive Summary
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- The market
- Market size
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- Figure 1: Germany: DIY products – Mintel market size (incl. VAT), 2012-17
- Figure 2: Germany: consumer prices of DIY-related categories, annual % change, November 2015-April 2017
- Consumer confidence
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- Figure 3: Germany: consumer confidence: January 2016-March 2017
- Channels of distribution
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- Figure 4: Germany: estimated channels of distribution for DIY spending, 2016
- Sector size and forecast
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- Figure 5: Germany: annual growth in sales through the DIY/hardware stores, 2011-16
- Leading specialists
- Key metrics
- Market shares
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- Figure 6: Germany: leading specialist DIY retailers: shares of all DIY specialists’ sales, 2016
- Online
- The consumer
- Where they shop
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- Figure 7: Germany: retailers used to buy DIY goods in the last 12 months, either in-store or online, March 2017
- Participation in DIY activities
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- Figure 8: Germany: DIY jobs completed in the last 12 months, March 2017
- Attitudes to DIY
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- Figure 9: Germany: attitudes to DIY, March 2017
- What we think
Issues and Insights
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- Are specialists missing out on DIY ‘top-up’ shopping?
- The facts
- The implications
- Opportunities to appeal to the young
- The facts
- The implications
The Market – What You Need to Know
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- A strong economy leads to growth in consumer spending
- Inflation low through 2016 but increasing in 2017
- Sales through specialists have been weak
Market Size and Key Drivers
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- A strong economic performance
- Consumer spending on DIY grows steadily
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- Figure 10: Germany: DIY products – Mintel market size (incl. VAT), 2012-17
- Figure 11: Germany: Mintel DIY market size: breakdown by product, 2016
- DIY-related spending categories
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- Figure 12: Germany: consumer spending in detail (incl.VAT), 2012-16
- Inflation
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- Figure 13: Germany: consumer prices of DIY-related categories, annual % change, 2012-16
- Figure 14: Germany: consumer prices of DIY-related categories, annual % change, November 2015-April 2017
- Market drivers
- Housing market
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- Figure 15: Germany: annual rate of change in house prices, 2008-16
- Figure 16: Germany: tenure types: owners vs tenants, 2010-15
- Consumer confidence
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- Figure 17: Germany: consumer confidence, January 2016-March 2017
Channels of Distribution
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- Specialists dominate
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- Figure 18: Germany: estimated channels of distribution for DIY spending, 2016
Sector Size and Forecast
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- Sales through specialists have been weak
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- Figure 19: Germany: DIY specialists’ sales (excl. VAT), 2011-16
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- Figure 20: Germany: DIY specialists’ sales, forecasts, excl VAT, 2017-21
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- Figure 21: Germany: DIY specialists’ sales relative to all spending on DIY products*, 2011-16
Leading Specialists – What You Need to Know
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- OBI leads
- But Bauhaus is catching up
- Online accounts for just 5.2% of spending on DIY
Leading Specialists
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- OBI is the market leader
- Bauhaus is catching up
- Hornbach trials urban stores
- Screwfix puts expansion on pause
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- Figure 22: Germany: leading specialist DIY retailers, sales, 2012-16
- Figure 23: Germany: leading specialist DIY retailers, outlet numbers, 2012-16
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- Figure 24: Germany: leading specialist DIY retailers, sales per outlet, 2012-16
Market Shares
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- Consolidation in the top ten
- Lacking a dominant player
- Bauhaus could become the market leader in 2018
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- Figure 25: Germany: leading specialist DIY retailers: shares of all DIY specialists’ sales, 2012-16
Online
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- Online activity and device usage
- Shopping online
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- Figure 26: Germany: percentage purchasing online, 2011-16
- Online sales
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- Figure 27: Germany: online sales of DIY products (Incl.VAT), 2014-16
- Leading online DIY retailers
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- Figure 28: Germany: leading store-based DIY specialists: online presence, 2017
The Consumer – What You Need to Know
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- Amazon as popular as OBI
- Appeal of specialists skewed towards homeowners
- Over three-quarters have done DIY
- In-store advice is highly valued
- Young and affluent want to improve their skills
Where They Shop
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- Amazon matches OBI
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- Figure 29: Germany: retailers used to buy DIY goods in the last 12 months, in-store and online, March 2017
- OBI dominates in-store
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- Figure 30: Germany: retailers used to buy DIY goods in the last 12 months, in-store, March 2017
- Online dominated by non-specialists
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- Figure 31: Germany: retailers used to buy DIY goods in the last 12 months, online, March 2017
- DIY carried out by the affluent young
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- Figure 32: Germany: profile of those who had bought DIY goods, whether in-store or online, by type of retailer used, March 2017
- Appeal of specialists skewed towards homeowners
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- Figure 33: Germany: percentage point difference in usage of DIY stores between homeowners and renters, March 2017
Participation in DIY Activities
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- Over three-quarters have done DIY
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- Figure 34: Germany: DIY jobs completed in the last 12 months without a tradesman, March 2017
- Germans prefer to do it themselves
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- Figure 35: Germany: DIY jobs completed in the last 12 months, March 2017
- Over three-quarters have carried out DIY tasks
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- Figure 36: Germany: who completed DIY jobs in the last 12 months, March 2017
- Bringing people together to develop skills
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- Figure 37: Germany: who completed DIY jobs in the last 12 months, by age group, March 2017
Attitudes to DIY
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- In-store advice is valued
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- Figure 38: Germany: attitudes to DIY, March 2017
- Opportunities to learn appeal to the young and affluent
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- Figure 39: Germany: profile of those who agreed with various attitude statements to DIY, March 2017
- Over half find DIY enjoyable
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- Figure 40: Germany: attitudes of those who have carried out DIY projects in the last 12 months (excluding those using a tradesman), March 2017
- Hagebau shoppers rate in-store advice
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- Figure 41: Germany: agreement with the statement “Advice from in-store staff is useful for DIY projects”, by where they shopped for DIY products in the last 12 months, March 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
Bauhaus
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- What we think
- A German business with an international footprint
- Giving customers a helping hand
- Company background
- Company performance
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- Figure 42: Bauhaus: estimated group sales performance*, 2012-16
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- Figure 43: Bauhaus: outlet data, 2012-16
- Retail offering
Hagebau
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- What we think
- Moving into the city
- Shop facelifts and enhanced features
- Company background
- Company performance
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- Figure 44: Hagebau: group sales performance, 2012-16
- Figure 45: Hagebau: Outlet data, 2012-16
- Retail offering
Hornbach Baumarkt
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- What we think
- Experimenting with new mini-format urban store concept
- Project-oriented solutions service expanded
- Rolling out online shop to more countries
- Company background
- Company performance
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- Figure 46: Hornbach Baumarkt: group financial performance, 2012/13-2016/17
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- Figure 47: Hornbach Baumarkt: outlet data, 2012/13-2016/17
- Retail offering
Kingfisher Group
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- What we think
- The transformation
- Will it work?
- Longer term
- Company background
- Company performance
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- Figure 48: Kingfisher Group: group financial performance, 2012/13-2016/17
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- Figure 49: Kingfisher Group: outlet data, 2012/13-2016/17
- Retail offering
OBI
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- What we think
- Enhanced in-store experience
- Expansion of customised home improvement and garden project solutions
- Company background
- Company performance
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- Figure 50: OBI: estimated group sales performance, 2012-16
- Figure 51: OBI: outlet data, 2012-16
- Retail offering
toom Baumarkt
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- What we think
- Inspirational shopping environment
- Accelerating digital presence
- A less environmentally-damaging DIY brand
- Company background
- Company performance
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- Figure 52: toom Baumarkt/B1 Discount/Gartenliebe: group sales performance, 2012-16
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- Figure 53: toom Baumarkt/B1 Discount Baumarkt/Gartenliebe: estimated outlet data, 2012-16
- Retail offering
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