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
- Consumer spending
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- Figure 1: Germany: Mintel DIY market size, breakdown by product category, 2017
- Market drivers
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- Figure 2: Germany: annual rate of growth in house prices, 2015 Q2-2017 Q3
- Figure 3: Germany: home ownership levels by type of household, 2010-16
- Sector size and forecast
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- Figure 4: Germany: specialist DIY retailers’ sales relative to all spending on DIY, 2012-17
- Channels of distribution
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- Figure 5: Germany: estimated channels of distribution for DIY spending, 2017
- Companies and brands
- Key metrics
- Market shares
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- Figure 6: Germany: leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2017
- Online
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- Figure 7: Germany: retailers used to buy DIY goods in the past 12 months, online, March 2018
- The consumer
- Where they shop
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- Figure 8: Germany: retailers used to buy DIY goods in the past 12 months, by in-store or online, March 2018
- Factors influencing where they shop for DIY
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- Figure 9: Germany: factors influencing where they shop for DIY, March 2018
- Attitudes to DIY
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- Figure 10: Germany: attitudes to DIY, March 2018
- What we think
Issues and Insights
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- Outlook poor for DIY specialists
- The facts
- The implications
- Further consolidation for the specialists
- The facts
- The implications
The Market – What You Need To Know
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- Below average growth
- Slowing housing market
- Falling levels of home ownership
- Specialists losing market share
- Specialists still dominate the sector
Consumer Spending
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- Mintel DIY market size
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- Figure 11: Germany: DIY products – The Mintel market size (incl. VAT), 2013-18
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- Figure 12: Germany: Mintel DIY market size, breakdown by product category, 2017
- DIY-related spending categories
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- Figure 13: Germany: consumer spending in detail (incl. VAT), 2012-17
Market Drivers
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- Housing market
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- Figure 14: Germany: annual rate of growth in house prices, 2015 Q2-2017 Q3
- Home ownership
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- Figure 15: Germany: tenure types: owners vs tenants, 2010-16
- Figure 16: Germany: home ownership levels by type of household, 2010-16
- Consumer confidence
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- Figure 17: Germany: consumer confidence indicator, 2017-18
- Consumer spending plans
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- Figure 18: Germany: consumers’ planned spending on housing and home, Q4 2014-Q1 2018
Sector Size and Forecast
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- Figure 19: Germany: specialist DIY retailers, sales (excl. VAT), 2012-17
- Figure 20: Germany: specialist DIY retailers, forecast sales (excl. VAT), 2018-22
- The relative decline of DIY specialists
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- Figure 21: Germany: specialist DIY retailers’ sales relative to all spending on DIY, 2012-17
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Inflation
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- Figure 22: Germany: consumer prices of DIY-related categories, annual % change, 2013-17
- Figure 23: Germany: consumer prices of DIY related categories, annual % change, Oct 2016-Mar 2018
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Channels of Distribution
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- Figure 24: Germany: estimated channels of distribution for DIY spending, 2017
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Companies and Brands – What You Need To Know
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- OBI the market leader
- A fragmented market
- Online small but growing
Leading Players
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- Figure 25: Germany: leading specialist DIY retailers, sales, 2013-17
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- Figure 26: Germany: leading specialist DIY retailers, outlets, 2013-17
- Figure 27: Germany: leading specialist DIY retailers, sales per outlet, 2013-17
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Market Shares
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- Figure 28: Germany: leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2013-17
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Online
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- Online activity
- Shopping online
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- Figure 29: Germany: online purchasing in the last 12 months, 2008-17
- Online sales
- Leading online players
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- Figure 30: Germany: retailers used to buy DIY goods in the past 12 months, online, March 2018
- Store-based specialists
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- Figure 31: Germany: leading store-based DIY specialists: online presence, 2018
The Consumer – What You Need To Know
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- No change in the numbers buying DIY products
- DIY popular with marginally older and more affluent, reflecting home-owning demographic
- Quality of products more important than price
- DIY shoppers still go to the superstores for service
- Significant interest in using the internet for help with products
Where They Shop For DIY
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- Figure 32: Germany: retailers used to buy DIY goods in the past 12 months, by in-store or online, March 2018
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- Figure 33: Germany: profile of DIY buyers by retailer used, March 2018
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Factors Influencing Where They Shop For DIY
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- Figure 34: Germany: factors influencing where they shop for DIY, March 2018
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- Figure 35: Germany: profile of DIY buyers by top priority when choosing a store, March 2018
- Priorities by where people shop
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- Figure 36: Germany: factors influencing where they shop for DIY, by retailer used, March 2018
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Attitudes to DIY
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- Figure 37: Germany: attitudes to DIY, March 2018
- Attitudes and where people shop
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- Figure 38: Germany: those who agree with selected DIY attitude statements, by retailer used, March 2018
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Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
Bauhaus
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- What we think
- Germany still at the heart of the business
- Online growth set to drive shift in store formats
- First compact store to open in Sweden in 2018
- What next?
- Company background
- Company performance
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- Figure 39: Bauhaus: group sales performance, 2013-17
- Figure 40: Bauhaus: outlet data, 2013-17
- Retail offering
Hagebau Retail
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- What we think
- Local store format sales growth outperforming total division
- Expanded solutions service for customers’ projects
- New concept areas highlight product category competence
- Mobile shopping app downloaded by more than 90,000 iPhone and Android users
- Company background
- Company performance
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- Figure 41: Hagebau Retail: group sales performance, 2013-17
- Figure 42: Hagebau Retail: outlet data, 2013-17
- Retail offering
Hornbach Baumarkt
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- What we think
- Expanded e-commerce presence making the brand more accessible
- Seamless services proposition planned
- Compact store concept setback
- Company background
- Company performance
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- Figure 43: Hornbach Baumarkt: group financial performance, 2013/14-2017/18
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- Figure 44: Hornbach-Baumarkt: outlet data, 2013/14-2017/18
- Retail offering
Kingfisher Group
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- What we think
- Still early days
- ONE Kingfisher driven by unifying product ranges
- Digital overhaul helps boost e-commerce
- Operational efficiencies have their part to play too
- Increased urbanisation presents challenges
- A new format?
- What next?
- Company background
- Company performance
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- Figure 45: Kingfisher Group: group financial performance, 2013/14-2017/18
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- Figure 46: Kingfisher Group: outlet data, 2013/14-2017/18
- Retail offering
OBI
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- What we think
- New strategy to combat increased competition from online pureplayers
- New product categories
- Product offering specifically tailored to local market needs
- Company background
- Company performance
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- Figure 47: OBI: group sales performance, 2013-17
- Figure 48: OBI: outlet data, 2013-17
- Retail offering
toom Baumarkt/B1 Discount/Gartenliebe
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- What we think
- Access to professional 3D printing for customised home designs and replacement parts
- New crafts co-ordinator service for consumers lacking DIY skills
- Company background
- Company performance
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- Figure 49: toom Baumarkt/B1 Discount/Gartenliebe: group sales performance, 2013-17
- Figure 50: toom Baumarkt/B1 Discount/Gartenliebe: outlet data, 2013-17
- Retail offering
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