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German home & garden industry defined by a high level of fragmentation
Home and Garden in Germany - a new market research report on 2014-03-26 11:02:02
After the very slow and difficult years during and after the euro crisis in 2008, home and garden began to slowly recover in 2010, still showing some signs of weakness as consumers were still careful with their investments. In 2012, home and garden was back to its old strength and value, showing healthy value growth across almost all categories, especially in homewares and gardening. Home and garden surpassed its 2007 value in 2012, and has built a solid base for future years.

Home improvement is constantly gaining more followers, increasing the demand not only for home improvement products, but also gardening wares, homewares and furniture for rooms with growing importance such as the kitchen, bathroom and living room.

Home and garden is not only a rather mature and saturated category, it is also defined by a high level of fragmentation and a very strong and improving position of private label products. In hand tools, for example, there are so many different companies and brands, that it is difficult for laymen to know all of them, let alone know which one of them is a quality product; so to make a quick and easy decision, they go with whatever seems decent and is cheaper. This cheaper option is usually a private label product, often of the store selling the product, as this at least gives customers some sense of recognition.

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