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.
Increased demand for sustainable products was a defining trend in German home and garden in 2023, influencing product offerings and claims across various categories. Germans have grown increasingly conscious of the impact of their consumption on the environment and are thus seeking products that align with their sustainability goals.
As inflationary pressures discouraged consumers from making discretionary purchases, small and medium players were more severely affected than larger ones, with many of the latter able to sustain shares due to their wide product offerings across segments, as well as their economies of scale. An important development in home furnishings was evident in 2023 as XXXLutz Group completed its acquisition of home24, as the player sought to consolidate its presence in the local market.
In 2023, value sales of home and garden via retail e-commerce marginally declined as consumers resumed their regular, out-of-home lifestyles. In addition, for high-ticket items such as large furniture items or home improvement categories tied to renovations such as bathroom and sanitaryware, and kitchen sinks, German consumers retained a preference for physically inspecting products before making a purchase.
Value sales of home and garden in Germany (at constant 2023 prices) are expected to continue declining over the forecast period as uncertainty persists around the country’s economic outlook, the global geopolitical scenario, and the limited potential for new home construction projects. While consumer willingness to spend on home and garden will remain subdued, players in the local market are expected to carve out new segments to target.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Home and Garden industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
If you're in the Home and Garden industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Home and Garden
This project has a strict focus on sales to consumers only. Trade and professional sales are excluded. Home and garden refers to gardening, home improvement, homewares and home furnishings.
See All of Our DefinitionsThis report originates from Passport, our Home and Garden research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!