European Self Storage Industry Report 2025

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European Self Storage Industry Report 2025

European Self Storage Annual Industry Report 2025

Males have higher awareness

A needs based product It is important to recognise that self storage is a needs-based product. People with no perceived need for it are unlikely to actively search for self storage and, as a result, are less likely to be aware of it. This is similar to how people without pets are often unable to name their local veterinary practices.

they would place in storage, it becomes clear that those with a perceived need have a greater understanding of, and familiarity with, the industry. The challenge for operators is to identify and reach people who may in fact have a need for self storage but, due to limited awareness or understanding, do not recognise it as a viable solution.

When analysing the data by age and gender, there is a slight increase in awareness among people aged 35–54, which is also the demographic most likely to use self storage. Awareness is noticeably higher among men than women, although usage patterns show only a marginally greater uptake by men.

This raises the question of whether self storage marketing is currently more effective at reaching men, or whether men are more likely to have an initial pressing need for the service and therefore actively seek out local facilities. If so, this could present an opportunity for operators to more deliberately target female customers through tailored messaging and marketing channels.

When the awareness data is analysed by respondents who indicated they had items

Awareness by age

Awareness by gender

Awareness by potential need

100%

100%

90%

45%

90%

23%

27%

27%

30%

32%

33%

36%

80%

80%

40%

70%

70%

35%

60%

60%

30%

50%

50%

25%

42%

40%

40%

20%

77%

39%

73%

73%

70%

68%

67%

64%

33%

30%

30%

15%

30%

28%

20%

20%

10%

15%

10%

10%

5%

9%

4%

0%

0%

0%

18 - 24 25 - 34 35 - 44 45 - 54

55+

Male

Female

I have never heard of self storage

I have heard of self storage but know nothing about the service that is offered

I have heard of self storage and know a reasonable amount about the service that is offered

I have heard of self storage and know the service that is offered very well

Good awareness Limited or no awareness Don't know 3%

Good awareness Limited or no awareness Don't know 3%

I have items to put into storage

I do not have any items to put into storage

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