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2025 Developments
Home and garden in Germany in 2025 saw a value decline of 2% to EUR77,798 million, although decline was slower than in the previous two years, mitigated by the scale of core demand and the ability of large-format retailers and brands to adapt quickly to evolving consumer preferences. The landscape remains attractive for those able to address rising price sensitivity and the shift to omnichannel experiences, as households increasingly prioritise affordable updates, value-led propositions, and sustainable solutions, while deferring discretionary purchases. Success in this environment requires clear value messaging, rapid product innovation focused on convenience and sustainability, and significant investment in integrated digital and physical journeys, as shoppers now expect seamless transitions between online discovery and in-store fulfilment across all areas, from homewares to gardening and home furnishings.
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Overview:
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:
- Gardening
- Home Furnishings
- Home Improvement
- Homewares
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.
The Home and Garden in Germany report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home and Garden in Germany?
- Which are the leading brands in Home and Garden in Germany?
- How are products distributed in Home and Garden in Germany?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Home and Garden?
- Has the economic fall-out of COVID-19 negatively or positively impacted consumer interest and demand for Home and Garden?
- Where is future growth expected to be most dynamic?
Home and Garden in Germany
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Home and Garden
Villeroy & Boch, Westwing and Diy Chains Redefine Shopper Journeys with Omnichannel Integration
Chart 2 Villeroy &?Boch Turns Its Hq into a Brand Destination
Discounters Capture Trading-Down Shoppers with Price Investment and Private Label Expansion
Toom, Compo and Gardena Drive Eco-Friendly and Convenience-Led Gardening Choices
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
Value and Premium Brands to Shape a Polarised Landscape
Online-First Retailers Integrate In-Store Experiences to Retain Loyalty
Retailers to Substantiate Eco Claims as Circularity Becomes the Norm
Chart 5 Forecast Value Sales 2020-2030
Chart 6 Forecast Value Sales by Category 2025-2030
Ikea and Private Label Consolidate as Innovation Reshapes the Competition
Chart 7 Company Shares 2025
Chart 8 Brand Shares 2025
Home Products Specialists Defends Lead with Hybrid Journeys
Action and Woolworth Drive Sales with Value-Led Expansion
Chart 9 Retail Channels 2020-2025
Catalysts for Next-Generation Home Solutions
Pioneering Launches in Smart and Sustainable Design
Chart 10 Swarovski X Rosenthal Idyllia: Collaboration-Driven Luxury Dinnerware
Commercial Outcomes of Advanced Product Development
Chart 11 Economic Context for Home and Garden
Chart 12 Real Gdp Growth 2020-2030
Chart 13 Inflation 2020-2030
Chart 14 Consumer Context for Home and Garden
Chart 15 Population 2020-2030
Chart 16 Consumer Expenditure 2020-2030
Chart 17 Population by Generation 2025
Home Improvement in Germany
Key Data Insights
Home Improvement Summary
Chart 18 Key Industry Trends for Home Improvement
Obi and Hornbach Adapt as Diy and Difm Needs Reshape Retail
Chart 19 Obi Blurs the Line between Click and Store
Bathroom and Sanitaryware Retains Its Lead as Upgrades Drive Spending
Flooring Innovators Perform Better as Small Upgrades Gain Favour
Chart 20 Value Sales 2020-2030
Chart 21 Value Sales by Category 2025
Action, Woolworth and Tedi Expected to Reshape Value Diy with Rapid Expansion
Circularity and Compliance to Have an Impact as Scrutiny Grows
Chart 22 Forecast Value Sales 2020-2030
Chart 23 Forecast Value Sales by Category 2025-2030
Private Label and Bosch Extend Value and Innovation Advantages
Chart 24 Company Shares 2025
Chart 25 Brand Shares 2025
Action, Woolworth and Tedi Drive Discounter-Led Share Gains
Chart 26 Hornbach Keeps the Store at the Centre as Digital Plays a Supporting Role
Obi Marketplace Launch and Click-And-Collect Fuel Online Channel Growth
Retailers Accelerate Sustainability and Value-Led Merchandising Strategies
Chart 27 Retail Channels 2020-2025
Sustainability and Circularity Shape New Product Development
Pioneering Launches Highlight Eco-Centric Design
Chart 28 Hansgrohe Brings the Shower Toilet to Europe
Polarised Purchasing Reshapes the Competitive Landscape
Chart 29 Economic Context for Home Improvement
Chart 30 Real Gdp Growth 2020-2030
Chart 31 Inflation 2020-2030
Chart 32 Consumer Context for Home Improvement
Chart 33 Population 2020-2030
Chart 34 Consumer Expenditure 2020-2030
Chart 35 Population by Generation 2025
Gardening in Germany
Key Data Insights
Gardening Summary
Horticulture Maintains Broad Appeal Despite Slight Value Decline
Gardena’S Smart Solutions Drive Equipment Upgrades and Urban Appeal
Sustainability Becomes Increasingly Important in Garden Care
Chart 36 Toom Goes 100% Peat-Free
Chart 37 Value Sales 2020-2030
Chart 38 Value Sales by Category 2025
Sustainability Expected to Become the Norm
Action, Woolworth and Tedi Expected to Continue to Reshape Value Channel Dynamics
Gardena and Challengers to Drive Automation and Water Efficiency Boom
Chart 39 Forecast Value Sales 2020-2030
Chart 40 Forecast Value Sales by Category 2025-2030
Gardena and Bosch Reinforce Leadership While Private Label Also Has a Role
Ai-Driven Robotic Mowers Accelerate Competition and Challenge Incumbents
Chart 41 Company Shares 2025
Chart 42 Brand Shares 2025
Home Improvement and Gardening Stores Such as Obi and Hornbach Defend Channel Leadership
Action and Parkside Attract Urban Gardeners with Value-Driven Concepts
Chart 43 Retail Channels 2020-2025
Chart 44 Economic Context for Gardening
Chart 45 Real Gdp Growth 2020-2030
Chart 46 Inflation 2020-2030
Chart 47 Consumer Context for Gardening
Chart 48 Population 2020-2030
Chart 49 Consumer Expenditure 2020-2030
Chart 50 Population by Generation 2025
Homewares in Germany
Key Data Insights
Homewares Summary
Ikea Price Cuts Drive Value Focus While Polarisation Deepens
Kitchen Leads as Sustainability and Innovation Reshape Demand
Villeroy & Boch Transforms In-Store Discovery into Experiential Retail
Chart 51 Villeroy & Boch Turns Its Hq into a Brand Destination
Chart 52 Value Sales 2020-2030
Chart 53 Value Sales by Category 2025
Polarisation Expected as Discounters Expand Value Ranges and Premium Retailers Deepen Experiences
Winning Trust with Credible Sustainability and Design
Ai-Powered E-Commerce and Accessibility to Reshape Digital Journeys
Chart 54 Forecast Value Sales 2020-2030
Chart 55 Forecast Value Sales by Category 2025-2030
Wmf Maintains Its Lead While Rosenthal Leverages Design Collaborations to Defend Premium Value
Chart 56 Company Shares 2025
Chart 57 Brand Shares 2025
Discounters Accelerate Store Openings as Experience-Led Formats Reshape Shopping
Amazon and Otto Gain Ground as E-Commerce Personalises the Shopping Journey
Chart 58 Retail Channels 2020-2025
Chart 59 Economic Context for Homewares
Chart 60 Real Gdp Growth 2020-2030
Chart 61 Inflation 2020-2030
Chart 62 Consumer Context for Homewares
Chart 63 Population 2020-2030
Chart 64 Consumer Expenditure 2020-2030
Chart 65 Population by Generation 2025
Home Furnishings in Germany
Key Data Insights
Home Furnishings Summary
Bett1 and Ikea Set New Standards with Circular Solutions
Lighting Sees Growth Momentum While Modular Solutions Gain Traction
Chart 66 Modular by Design: How Häcker and Hettich Tackle Small-Space Living
Chart 67 Value Sales 2020-2030
Chart 68 Value Sales by Category 2025
Ikea and Bett1 to Drive Circularity as Sustainability Becomes Standard
Philips Hue and Ikea Reimagine the Home with Smart Lighting
Westwing and Cairo Blend Digital and In-Person Experiences to Win Loyalty
Chart 69 Forecast Value Sales 2020-2030
Chart 70 Forecast Value Sales by Category 2025-2030
Ikea and Private Label Leverage Value and Digital Strength to Defend Share
Philips and Nobilia Drive Smart Kitchen Integration to Boost Innovation
Chart 71 Company Shares 2025
Chart 72 Brand Shares 2025
Homewares and Home Furnishing Stores Deepen Omnichannel Strategies to Defend Leadership
Retail E-Commerce Rises, While Emerging Concepts Set to Make an Impact
Chart 73 Retail Channels 2020-2025
Chart 74 Economic Context for Home Furnishings
Chart 75 Real Gdp Growth 2020-2030
Chart 76 Inflation 2020-2030
Chart 77 Consumer Context for Home Furnishings
Chart 78 Population 2020-2030
Chart 79 Consumer Expenditure 2020-2030
Chart 80 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home and Garden
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- Bathroom and Sanitaryware
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- Carpets
- Floor Tiles
- Wooden Flooring
- Other Floor Covering
- Hand Tools
- Hardware
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- Lacquer and Varnish
- Decorative Paint
- Kitchen Sinks
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- Corded Drills
- Cordless Drills
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- Other Corded Power Tools
- Other Cordless Power Tools
- Power Tool Accessories
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- Wall Tiles
- Wallpaper
- Other Home Improvement
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- Fertiliser
- Soil
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- Pest Control
- Herbicides
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- Gardening Hand Tools
- Gardening Power Tools
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- Walk Power Lawn Mowers
- Riding Lawn Mowers
- Robotic Lawn Mowers
- Watering
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- Indoor Plants
- Seeds
- Other Horticulture
- Pots and Planters
- Other Gardening
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- Beverageware
- Cutlery
- Dinnerware
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- Ovenware
- Stove Top Cookware
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- Food Storage
- Kitchen Utensils
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- Bath Textiles
- Bed Textiles
- Kitchen and Dining Textiles
- Living Room Textiles
- Rugs
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- Beds
- Chests of Drawers
- Mattresses
- Wardrobes
- Dining Furniture
- Home Office Furniture
- Kitchen Furniture
- Living Room Furniture
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- Sofa Beds
- Other Sofas
- Other Sitting Furniture
- Storage Furniture
- Other Indoor Furniture
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- Blinds
- Curtains
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- Charcoal Barbecues
- Electric Barbecues
- Gas Barbecues
- Outdoor Furniture
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- Lighting Fixtures
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- Incandescent Lamps
- Halogen Lamps
- Linear Fluorescent Lamps (LFL)
- Compact Fluorescent Lamps (CFL)
- Light-Emitting Diode Lamps (LED)
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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 definitions
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This report originates from Passport, our Home and Garden research and analysis database.
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