Competitive Landscape
Private Label and Bosch Extend Value and Innovation Advantages
Home improvement in Germany remains highly fragmented, with the largest single company, Robert Bosch GmbH, accounting for just 2% a value share in 2025. Fragmentation is further underlined by the fact that even the top five companies, including Robert Bosch, Bauhaus AG, Mohawk Industries Inc, Ikea Deutschland GmbH & Co KG, and Stanley Black & Decker Deutschland GmbH, each held between 1% and 2% value shares, with a long tail of other brands each holding a 1% share or below.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Improvement 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.
If you're in the Home Improvement 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 Improvement 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 Improvement in Germany?
- Which are the leading brands in Home Improvement in Germany?
- How are products distributed in Home Improvement 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 Improvement?
- Has the economic fall-out of COVID-19 negatively or positively impacted consumer interest and demand for Home Improvement?
- Where is future growth expected to be most dynamic?
Home Improvement in Germany - Category analysis
Key Data Insights
Home Improvement Summary
Obi and Hornbach Adapt as Diy and Difm Needs Reshape Retail
Bathroom and Sanitaryware Retains Its Lead as Upgrades Drive Spending
Flooring Innovators Perform Better as Small Upgrades Gain Favour
Action, Woolworth and Tedi Expected to Reshape Value Diy with Rapid Expansion
Circularity and Compliance to Have an Impact as Scrutiny Grows
Private Label and Bosch Extend Value and Innovation Advantages
Action, Woolworth and Tedi Drive Discounter-Led Share Gains
Obi Marketplace Launch and Click-And-Collect Fuel Online Channel Growth
Retailers Accelerate Sustainability and Value-Led Merchandising Strategies
Sustainability and Circularity Shape New Product Development
Pioneering Launches Highlight Eco-Centric Design
Polarised Purchasing Reshapes the Competitive Landscape
Home and Garden in Germany - Industry Overview
2025 Developments
Key Data Insights
Villeroy & Boch, Westwing and Diy Chains Redefine Shopper Journeys with Omnichannel Integration
Discounters Capture Trading-Down Shoppers with Price Investment and Private Label Expansion
Toom, Compo and Gardena Drive Eco-Friendly and Convenience-Led Gardening Choices
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
Ikea and Private Label Consolidate as Innovation Reshapes the Competition
Home Products Specialists Defends Lead with Hybrid Journeys
Action and Woolworth Drive Sales with Value-Led Expansion
Catalysts for Next-Generation Home Solutions
Pioneering Launches in Smart and Sustainable Design
Commercial Outcomes of Advanced Product Development
Country Reports Disclaimer
The following categories and subcategories are included:
Home Improvement
- 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
Home Improvement
Includes: products purchased by consumers through retail channels.Excludes: commercial sales to professional builders / tradesmen / contractors etc. Home improvement refers to bathroom and sanitaryware, decorating sundries, floor covering, hand tools, hardware, home paint, kitchen sinks, power tools, wall covering and other home improvement.
See all of our definitionsWhy 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 report originates from Passport, our Home Improvement research and analysis database.
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