Internationally, Germans are not the only people with a high affinity for creating a comfortable home. Although the German market is the largest in absolute terms (€ 9.9 billion), Spain (€ 118.5), France (€ 123.1) and, above all, the Netherlands (€ 203.8) outstrip German spending (€ 119.4) in per capita terms.
Thus, there is clearly a particular affinity for household and home textiles in the Netherlands. However, sustainable aspects are less important there than in the other countries. Only 24 percent of respondents in the Netherlands consider sustainability to be highly or extremely important for their purchasing decision, compared to 35 percent in Italy and Spain, 40 percent in Germany and no less than 45 percent in France.
Overview of Specific National Characteristics
Source: IFH Köln GmbH, Nachhaltigkeit bei Heimtextilien, December 2023
Online vs. Offline
Local shops are the first port of call for private households across all product groups (63-70 percent of purchases). More and more purchases are also being made online in Germany and the Netherlands.
Results of a study by IFH Cologne
Basis: Online survey of private individuals aged 16 and over
Sample size: n=2,900
Field time: November 2023
Interview duration: approx. 15 minutes
Countries: Germany, France, Spain, Netherlands, Italy
