Home and Garden in Germany

May 2024 | 46 pages | ID: H666C806E6EEN
Euromonitor International Ltd

Abstracts

In 2023, value sales of home and garden in Germany declined compared to the previous year, driven by a combination of adverse macroeconomic factors and pressures on consumers’ disposable incomes due to inflation. The number of new construction projects continued to fall in 2023 as the German economy shrunk and stubborn lending rates kept investment at bay and limited refinancing options. In addition, inordinate price increases in construction raw materials proved too much to cope with for projec...

Euromonitor International's Home and Garden in Germany report offers a comprehensive guide to the size and shape of market demand at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the categories driving growth. It also identifies the leading companies and their brands, and offers strategic analysis of key factors influencing demand - from new product developments, consumer lifestyles, route to market and pricing issues. Forecasts to 2028 illustrate how market demand is expected to evolve in the medium-term

Product coverage: Home Improvement and Gardening, Homewares and Home Furnishings.

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

Why buy this report?

• Get a detailed picture of the Home and Garden market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market’s major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

Contents

Home and Garden in Germany
Euromonitor International
May 2024

LIST OF CONTENTS AND TABLES

HOME AND GARDEN IN GERMANY
EXECUTIVE SUMMARY
Home and garden in 2023: The big picture

2023 KEY TRENDS

Competitive landscape
Retailing developments
What next for home and garden?
MARKET DATA
Table 1 Sales of Home and Garden by Category: Value 2018-2023
Table 2 Sales of Home and Garden by Category: % Value Growth 2018-2023
Table 3 NBO Company Shares of Home and Garden: % Value 2019-2023
Table 4 LBN Brand Shares of Home and Garden: % Value 2020-2023
Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2018-2023
Table 6 Distribution of Home and Garden by Format: % Value 2018-2023
Table 7 Distribution of Home and Garden by Format and Category: % Value 2023
Table 8 Forecast Sales of Home and Garden by Category: Value 2023-2028
Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
GARDENING IN GERMANY
KEY DATA FINDINGS

2023 DEVELOPMENTS

Macroeconomic conditions drive decline in gardening’s value sales
Interest is being driven by gardening as a hobby
Amid shrinking living spaces, vertical gardening emerges as a prominent trend
PROSPECTS AND OPPORTUNITIES
Sustainability set to continue gaining importance within gardening
Importance of retail e-commerce set to remain relevant as consumers value convenience
CATEGORY DATA
Table 10 Sales of Gardening by Category: Value 2018-2023
Table 11 Sales of Gardening by Category: % Value Growth 2018-2023
Table 12 NBO Company Shares of Gardening: % Value 2019-2023
Table 13 LBN Brand Shares of Gardening: % Value 2020-2023
Table 14 Distribution of Gardening by Format: % Value 2018-2023
Table 15 Forecast Sales of Gardening by Category: Value 2023-2028
Table 16 Forecast Sales of Gardening by Category: % Value Growth 2023-2028
HOME FURNISHINGS IN GERMANY
KEY DATA FINDINGS

2023 DEVELOPMENTS

Inflation and macroeconomic factors behind decline in sales of home furnishings
Declining housing market drives demand for space-saving furniture
Consumers seek omnichannel approach due to benefits from both online and offline channels
PROSPECTS AND OPPORTUNITIES
Macroeconomic difficulties to constrain furniture sales over forecast period
Growing demand for sustainable home furnishings set to continue in Germany
CATEGORY DATA
Table 17 Sales of Home Furnishings by Category: Value 2018-2023
Table 18 Sales of Home Furnishings by Category: % Value Growth 2018-2023
Table 19 NBO Company Shares of Home Furnishings: % Value 2019-2023
Table 20 LBN Brand Shares of Home Furnishings: % Value 2020-2023
Table 21 LBN Brand Shares of Light Sources: % Value 2020-2023
Table 22 Distribution of Home Furnishings by Format: % Value 2018-2023
Table 23 Forecast Sales of Home Furnishings by Category: Value 2023-2028
Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2023-2028
HOME IMPROVEMENT IN GERMANY
KEY DATA FINDINGS

2023 DEVELOPMENTS

Adverse macroeconomic conditions drive negative sales in home improvement
Home paint players cater for market trends in attempt to sustain demand
Power tools more resilient as consumers retain interest in DIY
PROSPECTS AND OPPORTUNITIES
Retail e-commerce more suited to certain home improvement products than others
Sustainability expected to drive innovation in flooring, power tools and more
CATEGORY DATA
Table 25 Sales of Home Improvement by Category: Value 2018-2023
Table 26 Sales of Home Improvement by Category: % Value Growth 2018-2023
Table 27 NBO Company Shares of Home Improvement: % Value 2019-2023
Table 28 LBN Brand Shares of Home Improvement: % Value 2020-2023
Table 29 Distribution of Home Improvement by Format: % Value 2018-2023
Table 30 Forecast Sales of Home Improvement by Category: Value 2023-2028
Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2023-2028
HOMEWARES IN GERMANY
KEY DATA FINDINGS

2023 DEVELOPMENTS

Price pressures and reduced home cooking behind slow performance by homewares
Sustainable material choices drive new product launches in cookware
Brands emphasise energy-saving credentials amid cost-of-living pressures
PROSPECTS AND OPPORTUNITIES
Regulations against PFOA set to drive changes in non-stick cookware
Children’s cooking emerges as niche market segment
CATEGORY DATA
Table 32 Sales of Homewares by Category: Value 2018-2023
Table 33 Sales of Homewares by Category: % Value Growth 2018-2023
Table 34 Sales of Homewares by Material: % Value 2018-2023
Table 35 NBO Company Shares of Homewares: % Value 2019-2023
Table 36 LBN Brand Shares of Homewares: % Value 2020-2023
Table 37 Distribution of Homewares by Format: % Value 2018-2023
Table 38 Forecast Sales of Homewares by Category: Value 2023-2028
Table 39 Forecast Sales of Homewares by Category: % Value Growth 2023-2028