Furniture consumers are becoming more discerning: new purchasing patterns call for a different approach

A study commissioned by imm cologne shows that there has been a clear shift in the purchasing behaviour of furniture consumers. The key conclusion is that purchasing decisions are increasingly pragmatic and practical, with the most important criteria when buying furniture centring on quality, durability and good value for money. The study focused solely on German consumers, but we can assume that the findings reflect the wider European market.

Furniture as a long-term purchase

That final conclusion requires some qualification. The study provides no direct evidence of purchasing behaviour in other European countries. Nevertheless, the findings are relevant to a European furniture market facing the same developments: a more international range of products, price pressure, greater focus on sustainability and consumers who are more mindful when making major purchases.

The figures make it clear what consumers consider important. 96.5 per cent cite quality as important or very important. Value for money (96.3 per cent) and sustainability (95.5 per cent) score almost as highly. Furniture is therefore primarily regarded as a long-term investment.

For retailers, this means that product knowledge is becoming increasingly important. A consumer who focuses more on value than on price alone wants to know what materials and construction methods are used, how long a piece of furniture will last and what they are getting for their money. At the same time, price remains an important factor. For instance, 48 per cent of German consumers regard Asian furniture as offering good value for money.

Customisation and availability

Flexibility and speed are also becoming increasingly important. 75.1 per cent of respondents value customisation options, whilst 71.3 per cent expect fast delivery. Stylistic variety (64.2 per cent) and contemporary design (55.4 per cent) round off the key purchasing criteria.

For furniture retailers, this means that a wide collection alone is not necessarily enough. Customers expect products that can be adapted to their space, needs and budget, but also want to know when they will be available. Those who combine bespoke solutions with reliable delivery can set themselves apart.

These factors are also relevant for interior designers and other specifiers. A piece of furniture may be aesthetically and functionally perfect, but practical feasibility is a key factor in determining whether it is ultimately included in a project. Availability, adaptability and delivery times are therefore increasingly becoming part of the product selection process.

Origin less important, transparency more important

It is striking that the exact production location appears to be less decisive for German consumers. Only 53.4 per cent consider origin to be important. At the same time, 65.3 per cent say that clear information about the region of production is indeed important. Consumers therefore do not necessarily have to buy furniture produced in Europe, but they do want to know where it comes from.

This finding is in line with the international reality of the furniture market. According to the study, imported furniture accounts for 59.8 per cent of the German market, with China representing around 30 per cent of those imports. At the same time, 50.5 per cent are open to furniture produced outside Europe.

This presents a clear challenge for the European furniture trade. Transparency may become more important than simply emphasising geographical origin. Information about production, materials and sustainability helps consumers make better-informed choices within an international market.

From product range to advice

The most important lesson from the research may therefore not be about Germany, but about the changing role of the furniture professional. As consumers begin to compare products more rationally, expert advice becomes more valuable once again. The retailer who not only displays a collection but can also explain why a piece of furniture is high-quality, sustainable, adaptable or attractively priced is responding to this new purchasing logic.

For the European market, this does not mean that design or emotion will disappear. Stylistic variety and contemporary design remain important criteria. However, aesthetics are becoming increasingly intertwined with practical considerations. Consumers want a piece of furniture that is both attractive and the right fit: in terms of quality, price, durability, availability and opportunities for personalisation.

Photo above: scene from imm cologne 2026 (Image: imm cologne)