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Home Improvement in Germany - New Market Study Published

New Consumer Goods market report from Euromonitor International: "Home Improvement in Germany"


Boston, MA -- (SBWIRE) -- 10/15/2014 -- The German home improvement category declined by 1% in current value terms in 2013 but remained fairly stable considering its high level of saturation and the still ongoing European debt crisis. Sales of home improvement products started slowly in 2013 but stable consumption in the second half of the year prevented a stronger decline. Due to the unfavourable weather conditions, there are a number of unfinished buildings and houses. Consequently, unfinished flats could not be equipped or furnished. Additionally, the declining number of home improvement and gardening stores showed that that the German home and garden market is highly saturated. However, DIY is an integral part of German society and continues to grow in popularity. Despite the small decline posted in 2013, the German home improvement category, at ?15.8 billion, remained by far the biggest in Western Europe.

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Competitive Landscape

Private label accounted for a 24% value share of the highly fragmented home improvement category in Germany in 2013. Despite the category?s overall decline, private label was able to slightly gain share by offering consumers new channels as part of a comprehensive multi-channel strategy, including social media activities. Furthermore, consumers value the cost-benefit ratio of private label products, with some of them being very popular. The biggest private label providers in Germany are Obi, Bauhaus, Toom BauMarkt and Hornbach.

Industry Prospects

The number of housing construction permits in 2013 was higher compared to previous years and as new flats have to be equipped and decorated stronger demand for home improvement products can be expected over the forecast period. However, due to strong saturation in various home improvement categories, the wider category is expected to stagnate. The already high level of competition is expected to increase further, which will raise the pressure particularly on brand manufacturers, while the situation for private label could be rather beneficial. Compared to the review period, value sales of home improvement are expected to remain fairly stable over the forecast period at constant 2013 prices. Threats to further growth could include intensification of the financial crisis in Europe and therefore a rise in interest rates on credit. Further threats could come from concepts such as borrowing home improvement products rather than purchasing them.

Home Improvement Market Research
Analyse key trends and developments in Germany for all product categories, competitors and channels.

Evaluate the market position and financial performance of the leading national and international market players.

Table of Contents

Home Improvement in Germany - Category Analysis


Competitive Landscape

Industry Prospects


Table 1

Product coverage: Bathroom and Sanitaryware, Decorating Sundries, Floor Covering, Hand Tools, Hardware, Home Paint, Kitchen Sinks, Other Home Improvement, Power Tools, Wall Covering.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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