Study on specialist assortments

Living instead of travelling: A cosy home is important to Germans

If the Corona pandemic has shown one thing, it is that a cosy home was and is very important. A current study shows which product groups have particularly benefited from the new furnishing boom. 

Oct 04 2021

To ensure that their own four walls meet the new demands on living, many Germans have invested their holiday budget in furniture and furnishings. The specialist product ranges in the trade were the winners. But not all product groups were able to benefit equally from the pandemic – this is shown by the current study "The Market for Specialist Assortments in Germany to 2030" by the management consultancy Titze. 

Housing booms 

The Corona Lockdown has forced a kind of retreat into the private sphere for many people: People are increasingly staying within their own four walls. Some people became aware of what was missing at home – furniture, furnishings, decoration – to make it cosier, more comfortable and also more functional.

Driven by this realisation, many Germans have reallocated budgets and invested in long-cherished renovation and living wishes. However, not all product groups in the furniture trade have benefited equally from the boom. This is confirmed by the study "The market for specialist product ranges in Germany up to 2030" by the management consultancy Titze GmbH.  

Titze study: A look at the market and the twelve specialist product ranges 

The market for specialist assortments is an attractive and highly competitive market with a very large number of stationary retailers, but also a rapidly changing and dynamic market in online retailing. In recent years, more and more new, young, newly oriented companies have entered the market, trying to win a part of the large overall market of specialist assortments for themselves. And not infrequently very successfully.

The total domestic market supply at ex-factory prices amounts to 13,027 million euros. This corresponds to a gross trade volume for all specialist assortments of 29,527 million euros. The market is divided among more than 1,150 suppliers who actively sell specialist assortments in Germany. Nearly 600 of them come from abroad and have a considerable and at the same time growing market significance.  

The new Titze study looks in detail at the status quo of the market as a whole and of twelve firmly defined product groups. The following product groups are examined according to suppliers, product ranges, market shares from 2010 to 2020 and with regard to future trends: Bathroom accessories, bed linen, bedding, lighting, food, cooking, small electrical appliances, espresso, coffee, tea machines, carpets, home textiles, decoration, organisation.

In addition to the status quo, special attention is paid within the study to all twelve product groups and the eleven designated distribution channels. As a result, changes at the product level as well as in the success of the individual sales channels up to 2025 and then again up to 2030 can be identified and derived from the study. 

Clear finding: online furniture retailing continues to grow strongly 

For a long time, online furniture retailing was treated stepmotherly in the industry. This was especially true for larger furniture such as tables, wardrobes or entire couches. While home accessories have been part of the established online assortments for some time, the Corona pandemic has now also lifted the furniture sub-market into the digital shopping world. Small furniture, beds, sofas, armchairs and even kitchens - the online selection has increased enormously and consumers order even more directly to their homes via mouse click since the lockdown. 

Since 2015, the development in online retail has picked up strongly and, according to the current 2020 study, has reached a market share of 24.1 percent. In contrast, the furniture and specialised retail trade are losing market share, coming in at 23.5 percent and 21.0 percent respectively.  

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