Home and garden in 2024: The big picture
Value sales of home and garden in Germany continued to decline in 2024, as the industry was impacted by economic uncertainty, high interest rates, and weak consumer confidence. In particular, home furnishings recorded sharp declines, particularly in high-cost furniture, as consumers delayed purchases.
2024 key trends
In Germany, Hornbach has been focusing on reinforcing its pro-customer appeal through “Drive In” expansion, and marketplace integrations. The player has continued to navigate margin pressure, although gross margin improved marginally in early 2024, due to more stable input costs and better cost discipline.
Competitive landscape
Robert Bosch GmbH retained its overall leadership of home and garden in 2024, due to its continuous innovation, strategic investments, and expansion efforts. The player strengthened its leadership in power tools by expanding its Professional 18V System, offering cordless hedge trimmers, grass trimmers, brush cutters, and leaf blowers with brushless motors and ergonomic designs.
Retail developments
Home products specialists remained the largest distribution channel for home and garden in 2024 by adapting to evolving consumer needs, prioritising sustainability, and enhancing omnichannel experiences. Home improvement and gardening stores such as OBI, Bauhaus, and Hornbach strengthened their leadership by expanding eco-friendly product lines, including organic fertilisers, peat-free compost, biodegradable pots, and energy-efficient gardening tools.
What next for home and garden?
Over the forecast period, home and garden in Germany faces a combination of opportunities and challenges primarily shaped by economic pressures and climate change. Economic forecasts indicate a potential slowdown in consumer spending, impacting non-essential purchases such as gardening equipment.
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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
Home and garden in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for home and garden?
DISCLAIMER
Home Improvement in Germany
KEY DATA FINDINGS
Economic pressures shift demand towards budget-friendly, sustainable, and crisis-resistant home upgrades
Bosch strengthens leadership of home improvement through innovation and expansion plans
Home improvement distribution influenced by expansion, e-commerce, and sustainability focus
A more modest decline offers some optimism for home improvement
Players will strive to provide energy-efficient and water-saving bathroom solutions
E-commerce to evolve with AR, omnichannel integration, and market adjustments
Gardening in Germany
KEY DATA FINDINGS
Sustainability, technology, and space efficiency shape gardening in Germany
Compo thrives with sustainable products, while Bosch invests in expansion to counter stagnation
Distribution focuses on sustainability, e-commerce growth, and enhanced in-store experiences
Demand for gardening in Germany will shift, focusing on resilient, sustainable solutions
REWE and Hornbach are expanding sustainable gardening solutions to meet eco-conscious demand
E-commerce growth in gardening to be driven by technology, convenience, and sustainability trends
Homewares in Germany
KEY DATA FINDINGS
Sustainability and functionality drive innovation in local homewares in 2024
WMF and Zwilling drive growth through innovation, sustainability, and premium product expansion
Retailers prioritise affordability, exclusivity, and digital integration to sustain market relevance
Homewares faces decline as economic pressures curb discretionary spending
Material innovation and multifunctionality will drive homewares over forecast period
E-commerce in Germany will prioritise accessibility, AI-driven personalisation, and sustainability
Home Furnishings in Germany
KEY DATA FINDINGS
Despite overall decline, eco-conscious home textiles and lighting show resilience
Affordability, sustainability, and smart home innovations drive home furnishings
German retail evolves with omnichannel strategies, affordability, sustainability, and tech-driven experiences
Smart, eco-friendly home furnishings and multifunctional barbecues are expected to appeal
Philips Hue and Ikea expand smart lighting and design collaborations in Germany
Future of home furnishings in Germany relies on omnichannel strategies and innovation
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 definitionsWhy buy this report?
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This report originates from Passport, our Home and Garden research and analysis database.
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