Table of Contents
Executive Summary
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- What we think
Report Scope and Technical Notes
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- Defining DIY
- New format, new content
- Definitions
- Consumer spending – About Mintel’s market size
- Retail sector
- Financial definitions
- Sales per stores, sales per sq m
- VAT
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- Figure 1: European VAT rates, 2010-13
- Abbreviations
- Country codes
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- Figure 2: List of country codes
Spending and Inflation
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- Key points
- Mintel’s market size: Spending growth slows
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- Figure 3: Germany: Mintel’s estimated DIY market size (incl. VAT), 2008-12
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- Figure 4: Germany: Breakdown by product category of Mintel’s DIY market size, 2012
- Figure 5: Germany: Spending on DIY-related goods per capita (incl. VAT), 2008-12
- Spending breakdown: Gardening hit in 2012
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- Figure 6: Germany: Consumer spending (incl. VAT), 2008-12
- Inflation
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- Figure 7: Germany: Harmonised index of consumer prices: Annual % change, Sep 2012-Feb 2013
- Volatile energy prices provide opportunities?
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- Figure 8: Germany: Harmonised indices of consumer prices, Annual % change, January 2011-March 2013
Channels of Distribution
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- Key points
- Specialists dominate
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- Figure 9: Germany: Estimated distribution of spending on DIY-related goods, 2012
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- Figure 10: Germany: Lidl.de’s DIY homepage, April 2013
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- Figure 11: Germany: Otto.de’s DIY homepage, April 2013
- Specialists’ share of spending
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- Figure 12: Germany: DIY specialists sector sales as percentage of Mintel’s DIY market size, 2008-12
Sector Size and Forecast
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- Key points
- Economic outlook
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- Figure 13: Germany: Consumer confidence levels, May 2012-April 2013
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- Figure 14: Germany: GDP growth: Quarter-on-quarter, real terms, Q1 2011-Q4 2012
- Specialists’ sales and forecasts
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- Figure 15: Germany: Retail sales, excl. VAT, 2008-13
- Figure 16: Retail sales forecasts, excl. VAT, 2014-18
- Enterprise, outlet and employee numbers
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- Figure 17: Germany: Number of enterprises, outlets and persons employed (full-time equivalents) in the DIY/hardware specialists sector, 2008-10
Leading Specialists – Financials and Outlets
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- Key points
- Heavily internationalised
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- Figure 18: Germany: Leading DIY retailers’ international store portfolios, 2010-12
- Rewarding quality
- Competing on similar propositions
- Gaining from trade
- Multichannel moves
- Building scale
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- Figure 19: Germany: Leading DIY specialists, net revenues, 2010-12
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- Figure 20: Germany: Leading DIY specialists, outlet numbers, 2010-12
- Figure 21: Germany: Leading DIY specialists, annual sales per outlet, 2010-12
Leading Specialists – Market Shares
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- Figure 22: Leading DIY specialists’ market shares, 2010-12
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Online
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- Key points
- Online sales remain tiny
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- Figure 23: Germany: Percentage of all individuals having purchased online, 2008-12
- The consumer: Where they buy online
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- Figure 24: Germany: The consumer: Retailers DIY goods have been purchased from online in the past 12 months, most popular retailers, March 2013
The Consumer – Where They Shop
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- Key points
- What we asked
- Specialists still dominate
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- Figure 25: Germany: The consumer: Retailers used for DIY purchases in the last 12 months, whether instore or online, March 2013
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- Figure 26: Germany: The consumer: Retailers used for DIY purchases in the last 12 months, by instore and online, March 2013
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- Figure 27: Germany: The consumer: Retailers used for DIY purchases in the last 12 months, whether instore or online, by average age and affluence, March 2013
The Consumer – Attitudes to DIY Shopping
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- Key points
- What we asked
- DIY gets done even if only because it has to
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- Figure 28: Germany: The consumer: Attitudes to DIY and home improvement, March 2013
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- Figure 29: The consumer: Attitudes to DIY and home improvement, by average age and affluence, March 2013
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- Figure 30: Germany: The consumer: Attitudes to DIY and home improvement, by gender, March 2013
The Consumer – Attitudes to Browsing and Buying Online
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- Key points
- What we asked
- Opportunities to be tapped in multichannel browsing
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- Figure 31: Germany: The consumer: Attitudes to browsing and shopping for DIY goods online, March 2013
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- Figure 32: Germany: The consumer: Attitudes to browsing and shopping for DIY goods online, by average age and affluence, March 2013
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- Figure 33: Germany: The consumer: Attitudes to browsing and shopping for DIY goods online, by gender, March 2013
Bauhaus
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- What we think
- Large stores and huge offer key to success
- Continuing to expand despite economic climate
- Online a weakness
- Company background
- Company performance
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- Figure 34: Bauhaus: Estimated group sales performance, 2008-12
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- Figure 35: Bauhaus: Estimated sales performance by country, 2012
- Figure 36: Bauhaus: Estimated contribution to group sales by country, 2012
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- Figure 37: Bauhaus: Outlet data, 2008-12
- Figure 38: Bauhaus: Breakdown of outlets by territory, 2012/13 *
- Retail offering
Hagebau
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- What we think
- Tailoring the offer at local level
- Consistent expansion of the multi-channel business
- Company background
- Company performance
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- Figure 39: Hagebaumarkt: Group sales performance, excl. sales tax, 2008-12
- Figure 40: Hagebau: Outlet data, 2008-12
- Retail offering
Hornbach Holding
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- What we think
- Hornbach rides the euro storm
- Building long term trust
- Multichannel strategy
- Company background
- Company performance
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- Figure 41: Hornbach Holding: Group financial performance, 2008/09-2012/13
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- Figure 42: Hornbach Holding: Outlet data, 2008/09-2012/13
- Retail offering
Obi
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- What we think
- Shifting focus abroad to spur growth
- Multi-channel focus
- Company background
- Company performance
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- Figure 43: OBI: Group sales performance, excl. VAT, 2008-12
- Figure 44: OBI: Outlet data, 2008-12
- Retail offering
Praktiker
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- What we think
- Restructuring its portfolio in Germany
- International business
- Company background
- Company performance
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- Figure 45: Praktiker: Group sales performance, 2008-12
- Figure 46: Praktiker: Group financial performance, 2008-12
- Figure 47: Praktiker: Average annual sales per outlet, 2008-12
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- Figure 48: Praktiker: Outlet data, 2008-12
- Retail offering
Toom Baumarkt/B1 Discount/Klee
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- What we think
- Differentiation through services
- Online
- Company background
- Company performance
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- Figure 49: Toom Baumarkt/B1 Discount/Klee: Group financial performance, 2009-12
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- Figure 50: Toom Baumarkt/B1 Discount/Klee: Outlet data, 2009-12
- Retail offering
Appendix – Broader Market Environment
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- Population
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- Figure 51: Europe: Population, by age group, 2010
- Figure 52: Europe: Population, by age group, 2015
- Figure 53: Europe: Population, by age group, 2020
- GDP
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- Figure 54: Europe: GDP (current prices), 2012
- Figure 55: Europe: Real-terms year-on-year growth in GDP, 2003-13
- Consumer spending
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- Figure 56: Europe: Households’ consumer spending (current prices), 2012
- Figure 57: Europe: Real-terms year-on-year growth in households’ consumer spending, 2003-12
- Consumer prices
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- Figure 58: Europe: Harmonised index of consumer prices, annual % change, 2003-12
- Unemployment
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- Figure 59: Europe: Average rate of unemployment, 2003-12
- Interest rates
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- Figure 60: Europe: Central bank interest rates, 2008-13
- Consumer confidence
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- Figure 61: Europe: Consumer confidence levels, May 2012-April 2013
Appendix – The Consumer – Where They Buy – Germany
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- Figure 62: Retailers used for DIY purchases in the last 12 months, by Germany, March 2013
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- Figure 63: Most popular retailers used for in-store/online DIY purchases in the last 12 months, by demographics, Germany, March 2013
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- Figure 64: Next most popular retailers used for in-store/online DIY purchases in the last 12 months, by demographics, Germany, March 2013
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- Figure 65: Most popular retailers used for in-store DIY purchases in the last 12 months, by demographics, Germany, March 2013
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- Figure 66: Next most popular retailers used for in-store DIY purchases in the last 12 months, by demographics, Germany, March 2013
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- Figure 67: Retailers used for online DIY purchases in the last 12 months, by demographics, Germany, March 2013
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Appendix – The Consumer – Attitudes to DIY Shopping – Germany
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- Figure 68: Retailers used for DIY purchases in the last 12 months, by most popular attitudes to DIY and home improvement, Germany, March 2013
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- Figure 69: Retailers used for DIY purchases in the last 12 months, by next most popular attitudes to DIY and home improvement, Germany, March 2013
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- Figure 70: Most popular attitudes to DIY and home improvement, by demographics, Germany, March 2013
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- Figure 71: Next most popular attitudes to DIY and home improvement, by demographics, Germany, March 2013
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Appendix – The Consumer – Attitudes to Browsing and Buying DIY Goods Online – Germany
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- Figure 72: Retailers used for DIY purchases in the last 12 months, by most popular attitudes to browsing and shopping for DIY goods online, Germany, March 2013
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- Figure 73: Retailers used for DIY purchases in the last 12 months, by next most popular attitudes to browsing and shopping for DIY goods online, Germany, March 2013
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- Figure 74: Attitudes to DIY and home improvement, by most popular attitudes to browsing and shopping for DIY goods online, Germany, March 2013
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- Figure 75: Attitudes to DIY and home improvement, by next most popular attitudes to browsing and shopping for DIY goods online, Germany, March 2013
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- Figure 76: Most popular attitudes to browsing and shopping for DIY goods online, by demographics, Germany, March 2013
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- Figure 77: Next most popular attitudes to browsing and shopping for DIY goods online, by demographics, Germany, March 2013
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