CONSUMER&

BRANDBrandKPIs

for

DIY

&

garden

onlineshops:

HORNBACH

in

GermanyConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

HORNBACH’s

performance

inthe

DIY

&garden

online

shopmarket.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202485%

of

HORNBACH

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??HORNBACH’s

brandingresonates

more

withGen

X?HORNBACH

ranksthirdinawareness

within

the

DIY

&garden

onlineshop

market?HORNBACH

generally

appealsto

women

more

thanmen?Thepopularity

ratingof

HORNBACH

is

41%?HORNBACH

ranksthirdinusage?Among

HORNBACH

enthusiasts,38%

fallunderthehigh-income

category?Interms

of

loyalty,HORNBACH

isthirdinGermany?HORNBACHhasascore

of

35%

formedia

buzz?Consumers

want

theirDIY&gardenonline

shopbrandstohavehighvalue,reliability,

and

friendliness3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Awarenessis

the

highest

scoring

KPI

for

HORNBACH

at

85%Brand

profile:

snapshotBrand

performance

of

HORNBACH

inGermany85%85%41%35%25%AwarenessPopularityUsageLoyaltyBuzz5Notes:DIY&gardenonline

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),

n=1,057,

respondents

who

know

the

individual

brand

(popularity),

n=1,057,respondents

who

know

the

individual

brand

(usage),

n=268,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,057,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024HORNBACH’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations37%35%32%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeHORNBACH

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatHORNBACH

islikedby11%

ofBaby

boomers

and

32%of

Gen

Xers,whereas

the

total

shareof

industryusersis12%

and29%,

respectively.29%24%20%ForMillennials

andGen

Z,

37%

and

20%

feel

positivelytowards

HORNBACH,

versus

35%

and

24%.

So12%11%currently,

forHORNBACH,

Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoDIY&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=435,

HORNBACH

enthusiast,

n=964,

DIY&gardenonline

shopusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024HORNBACH

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

HORNBACH

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof6%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

HORNBACH

has

asimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%51%49%51%

ofwomen

likeHORNBACHcompared

to

49%

of

men,whereas

forthe

overall

industry,51%

of

men

useDIY&garden

online

shopscompared

to49%of

women.88%86%6%

of

HORNBACH

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

DIY

&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=435,HORNBACH

enthusiast,

n=964,

DIY&

gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

HORNBACH

enthusiasts,

38%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.25%26%Single35%38%26%24%CoupleSingleparentNuclear38%

ofHORNBACH

enthusiastsarefromhigh-income

households.HORNBACH’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

28%

of

HORNBACHenthusiastshavethiscurrent

livingsituation.7%9%28%26%34%31%34%Multi-generational2%2%11%10%ExtendedOther28%2%3%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=435,

HORNBACH

enthusiast,

n=964,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

DIY

&

garden

online

shop

brands

to

have

high

value,reliability,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

DIY&gardenonline

shop

brandsForDIY

&garden

online

shops,thetopthree

qualitiesusers

want

from

abrandarehighvalue,reliability,

andfriendliness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%HORNBACH

users

also

appreciatethesekey

attributes,indicating

HORNBACHexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatHORNBACHenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityHORNBACH

shouldwork

onpromotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

toDIY

&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

itcomesto

DIY&gardenonline

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=268,

HORNBACH

users’,n=435,

HORNBACH

enthusiast,

n=964,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

HORNBACH

fans,

29%

state

that

they

get

excited

about

DIY

&

gardenonline

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofDIY&garden

online

shopsingeneral?32%29%29%27%27%25%24%23%23%22%17%16%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustDIY&gardenonlineshopstopicsrelating

toDIY&gardenonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

DIY&gardenonline

shops

do

youagreewith?”;

Multi

Pick;“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=435,

HORNBACHenthusiast,

n=964,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1185%

of

HORNBACH

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

DIY

&garden

onlineshops,theaverage

awareness

of

abrandinGermany

is50%.Awareness

ofHORNBACH,

however,

is

at85%.Awareness41%

ofGerman

DIY&garden

online

shopusers

saythey

likeHORNBACH,

compared

toanindustryaverage

brand

popularity

of30%.25%

ofindustryusers

inGermany

say

theyuseHORNBACH,

with

the

average

usageof

abrandat20%.BuzzPopularity85%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

73%.HORNBACH

hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of35%compared

to

19%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:DIY&gardenonline

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),

n=1,057,

respondents

who

know

the

individual

brand

(popularity),

n=1,057,respondents

who

know

the

individual

brand

(usage),

n=268,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,057,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024HORNBACH

ranks

third

in

awareness

within

the

DIY

&

garden

online

shopmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofHORNBACHRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1OBI91%87%85%84%79%70%65%62%38%27%15%2BAUHAUS3HORNBACHtoom45hagebaumarktTEMUUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Globus

BaumarktDehner8Outofallrespondents,

85%

were

aware

ofHORNBACH.

Thisranksthemthirdcompared

to

otherbrandssurveyed

inthismarket.85%N/A9meinsch?ner

GartenBALDUR-GartenAwareness1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

HORNBACH

is

41%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofHORNBACHRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1OBI54%45%41%35%34%33%33%32%31%25%2BAUHAUS3HORNBACHDehner41%4Outofconsumers

who

knew

thebrand,

41%

saidtheyliked

HORNBACH.

Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.5hagebaumarkttoom659%7G?rtner

P?tschkeGlobus

BaumarktBALDUR-Gartengarten&freizeit.de89PopularityN/A1014

Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=1,057,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024HORNBACH

ranks

third

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofHORNBACHRank#

BrandUsage

%35%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

DIY

&garden

onlineshops,which

of

the

following

brandshaveyou

usedinthepast12

months?”.1OBI2BAUHAUSHORNBACHG?rtner

P?tschkeTEMU30%25%325%Outofconsumers

who

knew

thebrand,

25%

saidtheyused

HORNBACH.

Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.424%523%6Dehner22%7Contorionhagebaumarktgarten&freizeit.detoom21%75%820%920%UsageN/A1020%15

Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,057,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

HORNBACH

is

third

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofHORNBACH’s

consumersRank#

BrandLoyalty

%86%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1BALDUR-Garten15%2OBI86%3HORNBACHBAUHAUStoom85%484%583%6Globus

BaumarktDehner81%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

DIY

&gardenonlineshops,which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.778%8TEMU77%85%9hagebaumarktmeinsch?ner

Garten77%Outofrespondents

whohaveused

HORNBACH,

85%saidthey

would

usethebrand

again.LoyaltyN/A1074%16

Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

MultiPick;Base:

n=268,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024HORNBACH

has

a

score

of

35%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofHORNBACHRank#

BrandBuzz%38%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1OBI2HORNBACHBAUHAUSgarten&freizeit.deTEMU35%333%35%Outofconsumers

who

knew

thebrand,

35%

saidtheyhadheardaboutHORNBACH

inthe

media.

Thisranksthemsecond

compared

toother

brandssurveyed

inthismarket.425%524%6Contorionhagebaumarkttoom24%65%719%818%9G?rtner

P?tschkeDehner17%BuzzN/A1016%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,057,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthoppo