Table of Contents
Executive Summary
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- The market
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- Figure 3: Germany: Mintel estimate of DIY market size, 2010-15
- Figure 4: Germany: Consumer and retailer confidence levels, January 2014 – April 2015
- The specialists sector
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- Figure 5: Germany: Leading specialists share of all DIY specialists’ sales, 2015
- The leading specialists
- Online
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- Figure 6: Germany: Retailers DIY goods bought from online in last 12 months, March 2015
- The consumer: where they shop
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- Figure 7: Germany: Outlets used to buy DIY goods, March 2015
- The consumer: shopping habits and attitudes
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- Figure 8: Germany: The Consumer: Relative importance of key factors in choosing where to shop for DIY goods, 2015
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- Figure 9: Germany: DIY plans for 2015/16
- Major projects planned
- What we think
Issues and Insights
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- What is the outlook for DIY retailers?
- What we’ve seen
- Implications
- So is the DIY Superstore in terminal decline?
- What we’ve seen
- Implications
Consumer Spending and Inflation
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- Key points
- Mintel DIY market size:
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- Figure 10: Germany: DIY products – the Mintel market size (incl. VAT), 2010-15
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- Figure 11: Germany: DIY products, market size breakdown, 2014
- DIY-related spending categories
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- Figure 12: Germany: Consumer spending on DIY-related categories (incl. VAT), 2010-14
- Inflation
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- Figure 13: Germany: Consumer prices: Monthly % change, DIY categories, 2014-15
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- Figure 14: Germany: Consumer prices index: Annual % change, DIY categories, 2010-14
- Economy and Consumer Confidence
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- Figure 15: Germany: Consumer and retailer confidence levels, January 2014-April 2015
Specialists Sales and Forecasts
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- Key points
- Praktiker’s disappearance leaves its mark on sector sales
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- Figure 16: Germany: DIY retail sales (excl. VAT), 2010-15
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- Figure 17: Germany: DIY retail sales forecasts (excl. VAT), 2015-19
Leading Specialists – Financials and Outlets
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- Key points
- OBI and Bauhaus lead the way…
- …and full steam ahead for Hornbach, Toom and Hagebau
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- Figure 18: Germany: Leading DIY specialists, sales, 2011-14
- Figure 19: Germany: Leading DIY specialists: Outlet numbers, 2011-14
- Figure 20: Germany: Leading DIY specialists: Sales per outlet, 2011-14
Market Shares
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- Figure 21: Germany: Leading DIY specialists: share of all DIY specialists’ sales, 2012-14
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Online
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- Online still very small for the DIY retailers
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- Figure 22: Germany: Retailers DIY goods bought from online in last 12 months, March 2015
- Germany lags in household goods online
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- Figure 23: Germany: Online purchases, 2009-14
- Online provision
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- Figure 24: Germany: Leading DIY retailers’ online provision, 2015
- Online visitor numbers
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- Figure 25: Visitor data for major DIY retail websites, September 2014
The Consumer – Where They Shop
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- Key points
- What we asked
- Specialists dominate
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- Figure 26: Germany: Outlets used to buy DIY goods in last 12 months, March 2015
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- Figure 27: Germany: Shoppers at the leading specialists, 2013-15
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- Figure 28: Germany: Profile of store customers by age and income, March 2015
- Age profile and DIY shoppers
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- Figure 29: Germany: Proportion of each age group that shopped at specialist or non-specialist stores for DIY goods in the last 12 months, March 2015
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- Figure 30: Germany: Proportion of total sample that shopped at specialist DIY store or non-specialist store in the last 12 months, by age, March 2015
The Consumer – Shopping Habits and Attitudes – Level of Home Maintenance/Improvement in the Last Year
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- Key points
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- Figure 31: Germany: The consumer: Shopping habits in the past year, March 2015
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- Figure 32: Germany: Profiles of DIYers by the type of work they have done, March 2015
DIY/Home Improvement Plans Over the Next 12 Months
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- Key points
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- Figure 33: Germany: The consumer: DIY/home improvement plans for 2015/16
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- Figure 34: Germany: The consumer: Profile of those planning Home Improvement work in 2015/16
- Retailers used and DIY done or planned
- Looking back
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- Figure 35: Germany: The consumer: Usage of DIY stores by type of DIY work undertaken, 2015
- Looking forward
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- Figure 36: Germany: The consumer: Planned home improvement work by DIY stores used in the last year, March 2015
The Consumer – Major Projects Planned
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- Key points
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- Figure 37: Germany: The consumer: Major projects planned, 2015/16
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- Figure 38: Germany: The consumer: Profile of who is planning what improvement. March 2015
Market Drivers
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- Key points
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- Figure 39: Germany: The Consumer: Relative importance of key factors in choosing where to shop, 2015
- Figure 40: Germany: The consumer: Market drivers by age, March 2015
Market Drivers and Where Shopped
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- Figure 41: Germany: The consumer: Usage of stores by market drivers, March 2015
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Bauhaus
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- What we think
- Targeted development of new sites
- International growth opportunities
- Considered country-specific product range
- Making DIY shopping easier offline
- Company background
- Company performance
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- Figure 42: Bauhaus: Estimated group sales performance, 2009-14
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- Figure 43: Bauhaus: Estimated outlet data, 2009-14
- Retail offering
Hagebau
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- What we think
- Driving growth in the core markets
- Multichannel technology
- Company background
- Company performance
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- Figure 44: Hagebau: Group sales performance, 2010-14
- Figure 45: Hagebau: Outlet data, 2010-14
- Retail offering
Hornbach Holding
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- What we think
- German market gains new momentum
- International markets look promising
- Positioned to benefit from consumer and trade recovery
- More to do online
- Company background
- Company performance
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- Figure 46: Hornbach Holding: Financial performance, 2010/11-2014/15
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- Figure 47: Hornbach Holding: Outlet data, 2010/11-2014/15
- Retail offering
OBI
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- What we think
- In talks to take over competitor bauMax
- International expansion focused on Russia
- Small metropolitan stores
- Testing same day delivery service
- Value for money proposition
- Company background
- Company performance
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- Figure 48: OBI: Estimated group financial performance, excl. VAT, 2010-14
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- Figure 49: OBI: Estimated outlet data, 2010-14
- Retail offering
toom Baumarkt/B1 Discount Baumarkt
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- What we think
- Positioning itself as a leader in sustainable and environmentally friendly DIY shopping
- toom Baumarkt fascia driving sales
- Marketing push to enthuse consumers to start DIY projects
- Preparing online store launch
- Company background
- Company performance
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- Figure 50: toom Baumarkt/B1 Discount Baumarkt: Group sales, exc. VAT, 2010-14
- Figure 51: toom Baumarkt/B1 Discount Baumarkt Outlet data, 2010-14
- Retail offering
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