Leading Brands in Germany's Home & Garden Shopping Category: Q4 2024 Analysis

Introduction

As Germany's Home & Garden shopping sector flourishes, three brands have distinguished themselves as leaders in Q4 2024: IKEA, OBI GmbH & Co. Deutschland KG, and Vorwerk International & Co. Utilizing Sensor Tower's comprehensive data, we explore the performance and trends of these brands across their websites and apps.

IKEA

Digital Presence

IKEA's expansive digital footprint showcases significant engagement on both its website, ikea.com, and the IKEA app.

• Audience Trends: From Q3 to Q4 2024, ikea.com maintained a robust audience, with visits peaking in October at over 208M. The monthly deduplicated audience remained stable above 13M throughout the quarter.

• App Engagement: The IKEA app saw a consistent increase in monthly active users, reaching over 1M by December, highlighting a growing preference for mobile interactions.

• Ad Spend & Channels: IKEA's monthly ad spend showed fluctuations, with a notable increase in October. Facebook and Instagram were primary advertising channels, delivering significant impressions across the quarter.

OBI GmbH & Co. Deutschland KG

Digital Presence

OBI's online presence is marked by its website, obi.de, and the heyOBI: DIY-Projekte mit OBI app.

• Audience Trends: The website experienced stable visits, with a slight uptick in December, reaching nearly 84M. The monthly deduplicated audience was notably above 10M throughout Q4.

• App Engagement: The heyOBI app's monthly active users increased steadily, peaking in December at over 250K.

• Ad Spend & Channels: OBI's advertising efforts intensified in December, focusing on Facebook and Instagram, which provided substantial impressions.

Vorwerk International & Co.

Digital Presence

Vorwerk's digital landscape includes vorwerk.com and the Die Thermomix Cookidoo App.

• Audience Trends: Vorwerk.com saw a significant rise in visits, particularly in December, with over 8M visits. The monthly deduplicated audience consistently exceeded 3M.

• App Engagement: The Cookidoo app's monthly active users grew steadily, surpassing 670K by the end of Q4.

• Ad Spend & Channels: Vorwerk's monthly advertising spend was modest but effective, primarily leveraging Facebook and Instagram to reach audiences.

Conclusion

Germany's Home & Garden sector is thriving, with IKEA, OBI, and Vorwerk leading the charge. Sensor Tower's unparalleled data insights reveal stable and growing engagement across digital platforms for these brands. By cross-referencing web, app, and advertising data, Sensor Tower provides critical insights into user behavior, essential for navigating the competitive landscape.

For more detailed insights, explore Sensor Tower's offerings: Web Insights, App Performance Insights, and Pathmatics.