Table of Contents
Executive Summary
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- The market
- The specialists sector
- The leading specialists
- Online
- The consumer: Where they shop
- The consumer: Attitudes towards DIY
- What we think
Consumer Spending and Inflation
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- Key points
- Mintel market size: improvement in spending expected in 2014
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- Figure 2: Germany: DIY products – the Mintel market size (incl. VAT), 2009-14
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- Figure 3: Germany: DIY products market size breakdown, 2013
- Spending breakdown
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- Figure 4: Germany: Consumer spending in detail (incl. VAT), 2009-14
- Mintel’s market size
- Inflation
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- Figure 5: Consumer prices index: annual % change, DIY categories, annual, 2009-13
Specialists’ Sales and Forecasts
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- Key points
- 2013 weak, 2014 better
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- Figure 6: Germany: DIY retail sales (excl. VAT), 2009-14
- Figure 7: Germany: DIY retail sales forecasts (excl. VAT), 2014-18
- Enterprise, outlet and employee numbers
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- Figure 8: Germany: Number of enterprises, outlets and persons employed (full-time equivalents) in the DIY/hardware specialists sector, 2009-11
The Leading Specialists: Financials and Outlets
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- Key points
- Praktiker closes down
- A weak 2013 but share is there to mop up
- Store acquisitions
- Competing on similar ground
- New entrants
- Online needs to be addressed
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- Figure 9: Germany: Leading DIY specialists: Net revenues, 2011-13
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- Figure 10: Germany: Leading DIY specialists: outlet numbers, 2011-13
- Figure 11: Germany: Leading DIY specialists: annual sales per outlet, 2011-13
- Internationalisation continues
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- Figure 12: Germany: Leading DIY retailers’ international store portfolios, 2010-14
- Praktiker’s international portfolio
The Leading Specialists: Market Shares
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- Figure 13: Germany: Leading DIY specialists: share of spending on DIY products, 2011-13
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Online
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- Key points
- 22% buy on the internet
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- Figure 14: Germany: The consumer: Retailers used for DIY purchases in the past 12 months, online, February 2014
- But specialists have been slow to move online
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- Figure 15: Germany: Major DIY specialists: Year transactional websites were launched in the German market
- Online visitor numbers
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- Figure 16: Visitor data for major DIY retail websites, February 2014
The Consumer: Where They Shop
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- Key points
- What we asked
- Obi records a very strong lead
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- Figure 17: Germany: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, February 2014
- Online and offline
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- Figure 18: Germany: The consumer: Retailers used for DIY purchases in the past 12 months, by in-store or online, February 2014
- 2014 versus 2013
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- Figure 19: Germany: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2013 and February 2014
- Demographics: DIY shopping peaks among 55+ consumers
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- Figure 20: Germany: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, by average age/affluence, February 2014
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- Figure 21: Germany: The consumer: DIY purchases in the past 12 months, whether in-store or online, by gender, February 2014
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- Figure 22: Germany: The consumer: DIY purchases in the past 12 months, whether in-store or online, by age group, February 2014
- Focusing on those who actually do DIY
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- Figure 23: Germany: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, by DIY activity in past 12 months, February 2014
The Consumer: Attitudes towards DIY
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- Key points
- What we asked
- Only four in ten have done DIY
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- Figure 24: Germany: The consumer: Attitudes towards DIY, February 2014
- Renters still do DIY
- Demographics: doing DIY peaks among 45-54 year olds
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- Figure 25: Germany: The consumer: Attitudes towards DIY – selected statements on participation, by age group, February 2014
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- Figure 26: Germany: The consumer: Attitudes towards DIY – selected statements on how they shop, by age group, February 2014
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- Figure 27: Germany: The consumer: Attitudes towards DIY, by average age/affluence, February 2014
Bauhaus
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- What we think
- Company background
- Company performance
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- Figure 28: Bauhaus: Estimated group sales performance, 2008-13
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- Figure 29: Bauhaus: Estimated sales performance in selected countries, 2013
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- Figure 30: Bauhaus: Outlet data, 2008-13
- Retail offering
Hagebau
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- What we think
- Company background
- Company performance
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- Figure 31: Hagebau: Group financial performance, 2008-13
- Figure 32: Hagebau: Outlet data, 2008-13
- Retail offering
Hornbach Holding
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- What we think
- Company background
- Company performance
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- Figure 33: Hornbach Holding: Group financial performance, 2008/09-2012/13
- Figure 34: Hornbach Holding: Outlet data, 2008/09-2012/13
- Retail offering
OBI
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- What we think
- Company background
- Company performance
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- Figure 35: OBI: Group sales performance, excl. VAT, 2008-13
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- Figure 36: OBI: Outlet data, 2008-2013
- Retail offering
toom Baumarkt/B1 Discount/Klee
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- What we think
- Company background
- Company performance
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- Figure 37: toom Baumarkt/B1 Discount/Klee: Group sales, exc. VAT, 2009-13
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- Figure 38: toom Baumarkt/B1 Discount/Klee: Outlet data, 2009-13
- Retail offering
Appendix – Broader Market Environment
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- Online
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- Figure 39: Europe: Percentage of households with a broadband internet connection, by country, 2009-13
- Figure 40: Europe: Percentage of all individuals accessing the internet daily, 2009-13
- Consumer confidence
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- Figure 41: Europe: Consumer confidence levels, April 2013-March 2014
- Population
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- Figure 42: Europe: Population, total and by age group, 2010
- Figure 43: Europe: Forecast population, total and by age group, 2015
- Figure 44: Europe: Forecast population, total and by age group, 2015
- Gross domestic product
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- Figure 45: Europe: Gross domestic product, at current prices, 2012
- Figure 46: Europe: Real-terms year-on-year GDP growth, 2009-14
- Consumer spending
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- Figure 47: Europe: Consumer spending, at current prices, 2012
- Figure 48: Europe: Real-terms year-on-year growth in consumer spending, 2009-12
- Inflation
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- Figure 49: Europe: Harmonised indices of consumer prices – annual % change, all items, 2009-13
- Interest rates
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- Figure 50: Europe: Central bank interest rates, 2009-14
Appendix – The Consumer – Germany
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- Where they shop
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- Figure 51: Shops used to buy DIY goods, Germany, February 2014
- Crossed questions
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- Figure 52: Shops used to buy DIY goods, by most popular attitudes towards DIY, Germany, February 2014
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- Figure 53: Shops used to buy DIY goods, by next most popular attitudes towards DIY, Germany, February 2014
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- Figure 54: Shops used to buy DIY goods, by other attitudes towards DIY, Germany, February 2014
- Demographics
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- Figure 55: Most popular shops used to buy DIY goods – Any, by demographics, Germany, February 2014
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- Figure 56: Next most popular shops used to buy DIY goods – Any, by demographics, Germany, February 2014
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- Figure 57: Other shops used to buy DIY goods – Any, by demographics, Germany, February 2014
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- Figure 58: Most popular shops used to buy DIY goods – In-store, by demographics, Germany, February 2014
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- Figure 59: Next most popular shops used to buy DIY goods – In-store, by demographics, Germany, February 2014
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- Figure 60: Other shops used to buy DIY goods – In-store, by demographics, Germany, February 2014
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- Figure 61: Most popular shops used to buy DIY goods – Online, by demographics, Germany, February 2014
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- Figure 62: Next most popular shops used to buy DIY goods – Online, by demographics, Germany, February 2014
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- Figure 63: Other shops used to buy DIY goods – Online, by demographics, Germany, February 2014
- Attitudes
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- Figure 64: Attitudes towards DIY, February 2014
- Crossed questions
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- Figure 65: Attitudes towards DIY, by most popular shops used to buy DIY goods – Any, Germany, February 2014
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- Figure 66: Attitudes towards DIY, by next most popular shops used to buy DIY goods – Any, Germany, February 2014
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- Figure 67: Attitudes towards DIY, by other shops used to buy DIY goods – Any, Germany, February 2014
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- Figure 68: Attitudes towards DIY, by most popular shops used to buy DIY goods – In-store, Germany, February 2014
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- Figure 69: Attitudes towards DIY, by next most popular shops used to buy DIY goods – In-store, Germany, February 2014
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- Figure 70: Attitudes towards DIY, by other shops used to buy DIY goods – In-store, Germany, February 2014
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- Figure 71: Attitudes towards DIY, by shops used to buy DIY goods – Online, Germany, February 2014
- Demographics
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- Figure 72: Most popular attitudes towards DIY, by demographics, Germany, February 2014
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- Figure 73: Next most popular attitudes towards DIY, by demographics, Germany, February 2014
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- Figure 74: Other attitudes towards DIY, by demographics, Germany, February 2014
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