Executive Summary

Jul 2019
Increase in single-person households boosts demand

Current value growth in home and garden strengthened in 2018, with higher increases seen in all categories than in the previous year. With an overall increase in volume sales and stable unit prices, healthy value growth was seen in 2018.

Augmented reality boosts sales potential

Amongst technological trends, it is believed virtual reality, but in particular augmented reality, has great potential to significantly influence home and garden. The reason is that in the past when it came to purchases, for instance of furniture, consumers faced the problem of visualising a product in their own home.

E-commerce continues to grow, eroding the shares of specialists

Internet retailing saw one of the strongest growth rates in terms of distribution in 2018. In turn, traditional home and garden channels such as home improvement and gardening stores and homewares and home furnishings stores saw share declines, although they remained the largest in terms of distribution.

Smart home innovations indicate 2019 will be a significant year

Smart technology is increasing across many industries all over the world, and home and garden is no exception. In 2018, significant progress was made, as many retailers and manufacturers increased their smart product offerings, such as IKEA’s Tradfri Smart lighting system, Philips’s Hue LED lighting system and Gardena’s robotic lawn mower.

The outlook for home and garden is sustainable and ethical

Overall home and garden is poised for further current value growth over the forecast period, with sustainable and ethical trends being most evident. In the coming years, generation Z Germans will record population growth.

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Home and Garden in Germany

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home and Garden industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home and Garden industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Home and Garden in Germany market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Home and Garden in Germany?
  • What are the major brands in Germany?
  • Is DIY suffering or benefiting from consumer austerity?
  • How are emerging channels like internet retailing performing against leading ones like DIY and hardware stores?
  • Where is Do-it-for-me constraining sales of Do-It-Yourself?
  • In which countries are Home and Garden Specialists opening more outlets?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our DIY and Gardening market research database.

Home and Garden in Germany

EXECUTIVE SUMMARY

Increase in single-person households boosts demand
Augmented reality boosts sales potential
E-commerce continues to grow, eroding the shares of specialists
Smart home innovations indicate 2019 will be a significant year
The outlook for home and garden is sustainable and ethical

MARKET DATA

Table 1 Sales of Home and Garden by Category: Value 2013-2018
Table 2 Sales of Home and Garden by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Home and Garden: % Value 2014-2018
Table 4 LBN Brand Shares of Home and Garden: % Value 2015-2018
Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2013-2018
Table 6 Distribution of Home and Garden by Format: % Value 2013-2018
Table 7 Distribution of Home and Garden by Format and Category: % Value 2018
Table 8 Forecast Sales of Home and Garden by Category: Value 2018-2023
Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Gardening in Germany

HEADLINES

PROSPECTS

Gardening for leisure and meditation
Sustainable living gains traction due to environmental awareness
Penetration of robotic lawn mowers continues rise

COMPETITIVE LANDSCAPE

High quality helps Gardena Deutschland remain the top player
Strong competition at the top in robotic lawn mowers
Horticulture in the hands of local players

CATEGORY DATA

Table 10 Sales of Gardening by Category: Value 2013-2018
Table 11 Sales of Gardening by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Gardening: % Value 2014-2018
Table 13 LBN Brand Shares of Gardening: % Value 2015-2018
Table 14 Distribution of Gardening by Format: % Value 2013-2018
Table 15 Forecast Sales of Gardening by Category: Value 2018-2023
Table 16 Forecast Sales of Gardening by Category: % Value Growth 2018-2023

Home Furnishings in Germany

HEADLINES

PROSPECTS

Value growth maintained with due to sustainability trend
LED lamps keeps rising strongly
Outdoor living benefits from the 2018 heatwave

COMPETITIVE LANDSCAPE

IKEA ramps up its tech efforts
Online players boost competition in mattresses
Philips remains strong in lighting thanks to LED focus

CATEGORY DATA

Table 17 Sales of Home Furnishings by Category: Value 2013-2018
Table 18 Sales of Home Furnishings by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Home Furnishings: % Value 2014-2018
Table 20 LBN Brand Shares of Home Furnishings: % Value 2015-2018
Table 21 LBN Brand Shares of Light Sources: % Value 2015-2018
Table 22 Distribution of Home Furnishings by Format: % Value 2013-2018
Table 23 Forecast Sales of Home Furnishings by Category: Value 2018-2023
Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2018-2023

Home Improvement in Germany

HEADLINES

PROSPECTS

Home improvement remains on course amidst generational changes
Practicality and technology feature in flooring
Bathroom and sanitaryware on the rise

COMPETITIVE LANDSCAPE

Private label increases in sales
Adjustments in store strategies to maintain sales
Home improvement companies incorporate technology to stay relevant

CATEGORY DATA

Table 25 Sales of Home Improvement by Category: Value 2013-2018
Table 26 Sales of Home Improvement by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Home Improvement: % Value 2014-2018
Table 28 LBN Brand Shares of Home Improvement: % Value 2015-2018
Table 29 Distribution of Home Improvement by Format: % Value 2013-2018
Table 30 Forecast Sales of Home Improvement by Category: Value 2018-2023
Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2018-2023

Homewares in Germany

HEADLINES

PROSPECTS

Millennials live in small spaces, forcing players to adapt
Premium cutlery is trending
Cookware benefits from at-home cooking trend

COMPETITIVE LANDSCAPE

WMF, Zwilling and IKEA remain at the top
Local players feature strongly in homewares
Tupperware and Pyrex focus on multipurpose products

CATEGORY DATA

Table 32 Sales of Homewares by Category: Value 2013-2018
Table 33 Sales of Homewares by Category: % Value Growth 2013-2018
Table 34 Sales of Homewares by Material: % Value 2013-2018
Table 35 NBO Company Shares of Homewares: % Value 2014-2018
Table 36 LBN Brand Shares of Homewares: % Value 2015-2018
Table 37 Distribution of Homewares by Format: % Value 2013-2018
Table 38 Forecast Sales of Homewares by Category: Value 2018-2023
Table 39 Forecast Sales of Homewares by Category: % Value Growth 2018-2023