Author: Mintel Group Ltd.
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DIY Retailing - Germany - May 2013

EXECUTIVE SUMMARY
What we think
REPORT SCOPE AND TECHNICAL NOTES
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
Figure 1: European VAT rates, 2010-13
Abbreviations
Country codes
Figure 2: List of country codes
SPENDING AND INFLATION
Key points
Mintel’s market size: Spending growth slows
Figure 3: Germany: Mintel’s estimated DIY market size (incl. VAT), 2008-12
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
Figure 6: Germany: Consumer spending (incl. VAT), 2008-12
Inflation
Figure 7: Germany: Harmonised index of consumer prices: Annual % change, Sep 2012-Feb 2013
Volatile energy prices provide opportunities?
Figure 8: Germany: Harmonised indices of consumer prices, Annual % change, January 2011-March 2013
CHANNELS OF DISTRIBUTION
Key points
Specialists dominate
Figure 9: Germany: Estimated distribution of spending on DIY-related goods, 2012
Figure 10: Germany: Lidl.de’s DIY homepage, April 2013
Figure 11: Germany: Otto.de’s DIY homepage, April 2013
Specialists’ share of spending
Figure 12: Germany: DIY specialists sector sales as percentage of Mintel’s DIY market size, 2008-12
SECTOR SIZE AND FORECAST
Key points
Economic outlook
Figure 13: Germany: Consumer confidence levels, May 2012-April 2013
Figure 14: Germany: GDP growth: Quarter-on-quarter, real terms, Q1 2011-Q4 2012
Specialists’ sales and forecasts
Figure 15: Germany: Retail sales, excl. VAT, 2008-13
Figure 16: Retail sales forecasts, excl. VAT, 2014-18
Enterprise, outlet and employee numbers
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
Key points
Heavily internationalised
Figure 18: Germany: Leading DIY retailers’ international store portfolios, 2010-12
Rewarding quality
Competing on similar propositions
Gaining from trade
Multichannel moves
Building scale
Figure 19: Germany: Leading DIY specialists, net revenues, 2010-12
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
Figure 22: Leading DIY specialists’ market shares, 2010-12
ONLINE
Key points
Online sales remain tiny
Figure 23: Germany: Percentage of all individuals having purchased online, 2008-12
The consumer: Where they buy online
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
Key points
What we asked
Specialists still dominate
Figure 25: Germany: The consumer: Retailers used for DIY purchases in the last 12 months, whether instore or online, March 2013
Figure 26: Germany: The consumer: Retailers used for DIY purchases in the last 12 months, by instore and online, March 2013
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
Key points
What we asked
DIY gets done even if only because it has to
Figure 28: Germany: The consumer: Attitudes to DIY and home improvement, March 2013
Figure 29: The consumer: Attitudes to DIY and home improvement, by average age and affluence, March 2013
Figure 30: Germany: The consumer: Attitudes to DIY and home improvement, by gender, March 2013
THE CONSUMER – ATTITUDES TO BROWSING AND BUYING ONLINE
Key points
What we asked
Opportunities to be tapped in multichannel browsing
Figure 31: Germany: The consumer: Attitudes to browsing and shopping for DIY goods online, March 2013
Figure 32: Germany: The consumer: Attitudes to browsing and shopping for DIY goods online, by average age and affluence, March 2013
Figure 33: Germany: The consumer: Attitudes to browsing and shopping for DIY goods online, by gender, March 2013
BAUHAUS
What we think
Large stores and huge offer key to success
Continuing to expand despite economic climate
Online a weakness
Company background
Company performance
Figure 34: Bauhaus: Estimated group sales performance, 2008-12
Figure 35: Bauhaus: Estimated sales performance by country, 2012
Figure 36: Bauhaus: Estimated contribution to group sales by country, 2012
Figure 37: Bauhaus: Outlet data, 2008-12
Figure 38: Bauhaus: Breakdown of outlets by territory, 2012/13 *
Retail offering
HAGEBAU
What we think
Tailoring the offer at local level
Consistent expansion of the multi-channel business
Company background
Company performance
Figure 39: Hagebaumarkt: Group sales performance, excl. sales tax, 2008-12
Figure 40: Hagebau: Outlet data, 2008-12
Retail offering
HORNBACH HOLDING
What we think
Hornbach rides the euro storm
Building long term trust
Multichannel strategy
Company background
Company performance
Figure 41: Hornbach Holding: Group financial performance, 2008/09-2012/13
Figure 42: Hornbach Holding: Outlet data, 2008/09-2012/13
Retail offering
OBI
What we think
Shifting focus abroad to spur growth
Multi-channel focus
Company background
Company performance
Figure 43: OBI: Group sales performance, excl. VAT, 2008-12
Figure 44: OBI: Outlet data, 2008-12
Retail offering
PRAKTIKER
What we think
Restructuring its portfolio in Germany
International business
Company background
Company performance
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
Figure 48: Praktiker: Outlet data, 2008-12
Retail offering
TOOM BAUMARKT/B1 DISCOUNT/KLEE
What we think
Differentiation through services
Online
Company background
Company performance
Figure 49: Toom Baumarkt/B1 Discount/Klee: Group financial performance, 2009-12
Figure 50: Toom Baumarkt/B1 Discount/Klee: Outlet data, 2009-12
Retail offering
APPENDIX – BROADER MARKET ENVIRONMENT
Population
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
Figure 54: Europe: GDP (current prices), 2012
Figure 55: Europe: Real-terms year-on-year growth in GDP, 2003-13
Consumer spending
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
Figure 58: Europe: Harmonised index of consumer prices, annual % change, 2003-12
Unemployment
Figure 59: Europe: Average rate of unemployment, 2003-12
Interest rates
Figure 60: Europe: Central bank interest rates, 2008-13
Consumer confidence
Figure 61: Europe: Consumer confidence levels, May 2012-April 2013
APPENDIX – THE CONSUMER – WHERE THEY BUY – GERMANY
Figure 62: Retailers used for DIY purchases in the last 12 months, by Germany, March 2013
Figure 63: Most popular retailers used for in-store/online DIY purchases in the last 12 months, by demographics, Germany, March 2013
Figure 64: Next most popular retailers used for in-store/online DIY purchases in the last 12 months, by demographics, Germany, March 2013
Figure 65: Most popular retailers used for in-store DIY purchases in the last 12 months, by demographics, Germany, March 2013
Figure 66: Next most popular retailers used for in-store DIY purchases in the last 12 months, by demographics, Germany, March 2013
Figure 67: Retailers used for online DIY purchases in the last 12 months, by demographics, Germany, March 2013
APPENDIX – THE CONSUMER – ATTITUDES TO DIY SHOPPING – GERMANY
Figure 68: Retailers used for DIY purchases in the last 12 months, by most popular attitudes to DIY and home improvement, Germany, March 2013
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
Figure 70: Most popular attitudes to DIY and home improvement, by demographics, Germany, March 2013
Figure 71: Next most popular attitudes to DIY and home improvement, by demographics, Germany, March 2013
APPENDIX – THE CONSUMER – ATTITUDES TO BROWSING AND BUYING DIY GOODS ONLINE – GERMANY
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
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
Figure 74: Attitudes to DIY and home improvement, by most popular attitudes to browsing and shopping for DIY goods online, Germany, March 2013
Figure 75: Attitudes to DIY and home improvement, by next most popular attitudes to browsing and shopping for DIY goods online, Germany, March 2013
Figure 76: Most popular attitudes to browsing and shopping for DIY goods online, by demographics, Germany, March 2013
Figure 77: Next most popular attitudes to browsing and shopping for DIY goods online, by demographics, Germany, March 2013

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