Observed Signal · Jul 21, 2026 · Market Research Study · Source: Horizont · Impact: 2/5 · Sentiment: Neutral
Retail / Market Research Market: Germans' Perceptions of Major DIY Chains
A Batten & Company study conducted with Trend Research examined how German consumers perceive the five largest DIY/home-improvement chains (Bauhaus, Hagebau, Hornbach, Obi, Toom). HORIZONT published an article summarizing the research findings on July 21, 2026. The piece introduces the survey's focus on brand awareness, perceived brand attributes, and popularity among Germans, noting that these five chains are widely known nationally.
A consumer-brand perception study about major retail chains is relevant to marketers and brand planners but is not industry-shifting for AdTech/MarTech.
Key Takeaways & Evidence Grounding
- The five major German DIY chains named are Bauhaus, Hagebau, Hornbach, Obi and Toom.
- Batten & Company conducted the study together with Trend Research.
- HORIZONT published the article reporting the study results on 2026-07-21.
- The research investigated brand presence in consumers' minds, brand attributes, and which provider is most liked by Germans.
Connected Companies & Entities
6 Entities mappeddfv Mediengruppe
B2B media group for specialist publishing, events and advertising.
“The page footer includes © dfv Mediengruppe....”
BAUHAUS
Home-improvement retailer with omnichannel commerce and supplier marketplace.
“The five major German DIY chains named are Bauhaus, Hagebau, Hornbach, Obi and Toom....”
OBI
DIY retailer combining stores, e-commerce marketplace and retail media.
“The five major German DIY chains named are Bauhaus, Hagebau, Hornbach, Obi and Toom....”
IMAGO
Visual content licensing platform for media, sport and brands.
“Image credit shown as IMAGO / Revierfoto....”
HORNBACH Holding
Advertiser / Brand (Buys Ads)Listed European DIY retail and building materials holding group.
“The five major German DIY chains named are Bauhaus, Hagebau, Hornbach, Obi and Toom....”
HORIZONT
German B2B trade publisher for marketing and media professionals.
“HORIZONT published the article reporting the study results on 2026-07-21....”
Ontology Mapping & Concepts
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.