While much of the growth in home improvement was driven by high inflation in 2022, which was accelerated by the supply chain disruptions and energy shortages caused by the Russia-Ukraine war, the sales increases expected over the forecast period are expected to slow down. This will also be due to the fact that many German consumers will have already purchased home improvement items in recent years, with sales expected to mainly be driven by replacement purchases in the coming years.
Smart bathroom and sanitaryware, including smart toilets, showers and faucets that can be controlled through a mobile app or voice-activated virtual assistant like Amazon's Alexa or Google Home are likely to gain traction over the forecast period. Although this product area is likely to see relatively stagnant growth over the next few years, consumers are likely to focus on smart options.
The pandemic helped e-commerce become an even more popular sales channel for home improvement products. During the 2019-2022 period, e-commerce gained substantial share of the value sales of home improvement products, with its share likely to further improve over the forecast period as consumers continue to prefer the convenience offered by platforms such as Westfalia.
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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.
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 DefinitionsThis report originates from Passport, our Home Improvement research and analysis database.
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