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Home and Garden in Germany

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Home and garden continued to post current value growth in Germany in 2021, with extended lockdowns and social distancing measures having a further positive impact on sales of homewares and home furnishings, and also gardening. However, after a strong 2020, home improvement recorded a decline in sales in 2021, resulting in an overall slower but still positive performance by home and garden in Germany.

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 2026 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.
Product Code: HOMEDE

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

Home and garden in 2021: The big picture 2021 key trends Competitive landscape Retailing developments What next for home and garden?

MARKET DATA

Table 1 Sales of Home and Garden by Category: Value 2016-2021 Table 2 Sales of Home and Garden by Category: % Value Growth 2016-2021 Table 3 NBO Company Shares of Home and Garden: % Value 2017-2021 Table 4 LBN Brand Shares of Home and Garden: % Value 2018-2021 Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2016-2021 Table 6 Distribution of Home and Garden by Format: % Value 2016-2021 Table 7 Distribution of Home and Garden by Format and Category: % Value 2021 Table 8 Forecast Sales of Home and Garden by Category: Value 2021-2026 Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 1 Research Sources

GARDENING IN GERMANY

KEY DATA FINDINGS

2021 DEVELOPMENTS

Relatively mild summer leads to slower but still positive growth Dilemma of "natural" plant protection continues Gardena leads a fragmented German gardening landscape

PROSPECTS AND OPPORTUNITIES

Gardening to record steady growth over forecast period Sustainability expected to gain further significance E-commerce expected to further penetrate gardening, but at a moderate pace

CATEGORY DATA

Table 10 Sales of Gardening by Category: Value 2016-2021 Table 11 Sales of Gardening by Category: % Value Growth 2016-2021 Table 12 NBO Company Shares of Gardening: % Value 2017-2021 Table 13 LBN Brand Shares of Gardening: % Value 2018-2021 Table 14 Distribution of Gardening by Format: % Value 2016-2021 Table 15 Forecast Sales of Gardening by Category: Value 2021-2026 Table 16 Forecast Sales of Gardening by Category: % Value Growth 2021-2026

HOME FURNISHINGS IN GERMANY

KEY DATA FINDINGS

2021 DEVELOPMENTS

Hybrid working supports further growth in 2021 Sleep products benefit as wellbeing takes centre stage

PROSPECTS AND OPPORTUNITIES

Sluggish performance for home textiles Retailers to embrace greater digital activity

CATEGORY DATA

Table 17 Sales of Home Furnishings by Category: Value 2016-2021 Table 18 Sales of Home Furnishings by Category: % Value Growth 2016-2021 Table 19 NBO Company Shares of Home Furnishings: % Value 2017-2021 Table 20 LBN Brand Shares of Home Furnishings: % Value 2018-2021 Table 21 LBN Brand Shares of Light Sources: % Value 2018-2021 Table 22 Distribution of Home Furnishings by Format: % Value 2016-2021 Table 23 Forecast Sales of Home Furnishings by Category: Value 2021-2026 Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2021-2026

HOME IMPROVEMENT IN GERMANY

KEY DATA FINDINGS

2021 DEVELOPMENTS

Lockdown at beginning of 2021 unable to prevent sales decline Drills an outlier while sales of most products drop Slight consolidation within tools and floor covering

PROSPECTS AND OPPORTUNITIES

Young generations will be main target while supply chain uncertainties linger From urban to countryside? E-commerce growth may slow over forecast period

CATEGORY DATA

Table 25 Sales of Home Improvement by Category: Value 2016-2021 Table 26 Sales of Home Improvement by Category: % Value Growth 2016-2021 Table 27 NBO Company Shares of Home Improvement: % Value 2017-2021 Table 28 LBN Brand Shares of Home Improvement: % Value 2018-2021 Table 29 Distribution of Home Improvement by Format: % Value 2016-2021 Table 30 Forecast Sales of Home Improvement by Category: Value 2021-2026 Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2021-2026

HOMEWARES IN GERMANY

KEY DATA FINDINGS

2021 DEVELOPMENTS

Greater focus on the kitchen due to prolonged impact of pandemic Health-oriented products tap into consumers' interests Social distancing measures drive growth of online shopping

PROSPECTS AND OPPORTUNITIES

Positive outlook for homewares Demand for sustainability to support further growth

CATEGORY DATA

Table 32 Sales of Homewares by Category: Value 2016-2021 Table 33 Sales of Homewares by Category: % Value Growth 2016-2021 Table 34 Sales of Homewares by Material: % Value 2016-2021 Table 35 NBO Company Shares of Homewares: % Value 2017-2021 Table 36 LBN Brand Shares of Homewares: % Value 2018-2021 Table 37 Distribution of Homewares by Format: % Value 2016-2021 Table 38 Forecast Sales of Homewares by Category: Value 2021-2026 Table 39 Forecast Sales of Homewares by Category: % Value Growth 2021-2026