Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- Report Scope
- DIY stores
- Market size
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- Figure 1: Coicop classifications used for the Mintel market size, 2019
- Financial definitions
- Abbreviations
- VAT around Europe
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- Figure 2: VAT rates around Europe, 2013-20
Executive Summary – Europe – The Market
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- Mintel DIY market size
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- Figure 3: Europe: Spending on DIY products, including VAT, 2013-19
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- Figure 4: Europe: Spending on DIY products, including VAT, 2018
- Figure 5: Europe: Compound annual growth rate in spending on DIY products, 2013-18
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- Figure 6: Europe: Compound annual growth rate in spending on DIY products in selected countries, 2013-19
- Spending on DIY goods per capita
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- Figure 7: Europe: Spending on DIY products per capita, including VAT, 2013-19
- Figure 8: Europe: Spending on DIY products per capita, including VAT, 2018
- DIY specialists’ sales
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- Figure 9: Europe: sales by specialist DIY retailers (excluding VAT), 2015-19
- Figure 10: Europe big 5: Specialist DIY retailers, forecast sales (excluding VAT), 2020-24
- Market drivers
- Consumer confidence
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- Figure 11: Europe: consumer confidence, December 2015- December 2019 and 2019- Q1 2020
- Ageing population – change in median age
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- Figure 12: Europe: Increase in median age of the population, 2009-19
- Home ownership
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- Figure 13: Europe: Proportion of owner occupiers, 2018
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- Figure 14: Europe: Change in proportion of owner occupiers, 2009-18
- House prices
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- Figure 15: Europe: Growth in house prices, 2009-19
- Online
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- Figure 16: Europe: DIY product shoppers in-store vs online, March 2020
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- Figure 17: Europe: Proportion of individuals buying household goods online in the last 12 months, 2019
- Figure 18: Europe: Estimated online sales of DIY products, by major country, 2019
- Leading retailers
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- Figure 19: Europe: Leading specialist DIY retailers, sales, 2015-19
- Figure 20: Europe: Leading specialist DIY retailers, outlets, 2015-19
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- Figure 21: Europe: Leading specialist DIY retailers, sales per outlet, 2015-19
- Market shares
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- Figure 22: Europe: Leading specialist DIY retailers’ shares of all DIY spending, 2015-19
- What we think
- France
- Germany
- Italy
- Spain
- UK
Executive Summary – Europe – The Consumer
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- The research
- Who does DIY?
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- Figure 23: Europe: DIY product shoppers in-store vs online, March 2020
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- Figure 24: Europe: DIY product shoppers (in-store and online), by gender in each country, March 2020
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- Figure 25: Europe: Male DIY product shoppers (in-store and online), by broad age group, March 2020
- Shoppers and most used stores
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- Figure 26: Europe: Most used DIY store by country and proportion of shoppers, march 2020
- DIY projects carried out
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- Figure 27: Europe: DIY projects undertaken in the last 12 months, March 2020
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- Figure 28: Europe: DIY projects undertaken in the last 12 months, March 2020
- Behaviours when planning a DIY project
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- Figure 29: Europe: behaviours when planning a DIY Project, by country, March 2020
- Sources of inspiration for DIY projects
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- Figure 30: Europe: behaviours when planning a DIY Project, by country, March 2020
Executive Summary – Europe - Innovation and Launch Activity
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- OBI opens new do-it-yourself home décor and furnishings concept store in Cologne
- ‘Try before you buy’ store concept
- Digital shopping assistants to simplify the online DIY buying experience
- Making the smart home more understandable and accessible
- Toys and beer
- Toom experimenting with social media to inspire DIYers
- Castorama testing new urban proximity store format
- ‘Handymen at your service’
- Digital DIY voice assistance
The Impact of COVID-19 on DIY Retailing
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- Short, medium and long-term impact on the sector
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- Figure 31: Short, medium and long term impact of COVID-19 on DIY retailing, May 2020
- Opportunities and threats
- Seizing the online opportunity
- Moving from ‘Do It for Me’ to ‘Do It Yourself’
- Retailers must rise to the challenge of socially-distanced shopping
- Adapting services to the ‘new-normal’
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- Figure 33: B&Q stores offering remote advice in the UK, May 2020
- Community, co-operation and ethical considerations come to the fore
- Impact on the DIY retailing sector
- Leading players will have to adapt to the changes in the market
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- Figure 34: Europe: Specialist DIY retailers’ sales and forecast sales, 2014-24
- Figure 35: Europe: Detailed specialist DIY retailers’ sales and forecast sales, by country, 2018-24
- The impact of COVID-19 on consumer behaviour across Europe
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- Figure 36: Europe: Those extremely worried about the risk of being exposed to COVID-19, March, April and May 2020*
- Spending priorities during lockdown
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- Figure 37: Europe: Changes made to lives as a result of the COVID-19, May 2020*
- Spending intentions for home and garden products
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- Figure 38: Europe: spending intentions for home and garden products in the next month, May 2020*
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- Figure 39: Europe: Net balance of expected spending* on home and garden products, May 2020**
- How the crisis will affect key consumer segments
- Older age groups most concerned about becoming infected and changes to lifestyle
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- Figure 40: Europe: Those extremely worried about the risk of being exposed to COVID-19, by gender and age, May 2020*
- Spending on home and garden products will be subdued in the short term
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- Figure 41: Europe: Net balance of expected spending* on home and garden products, by age, May 2020**
- Online shopping growth opportunities
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- Figure 42: Europe: Proportion of shoppers who increased their online shopping, by age, May 2020*
- Online shift is about more than just having an online shop
- COVID-19: Market context
- France
- Germany
- Italy
- Spain
- UK
France
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- Overview
- What you need to know
- Key issues covered in this Report
- Areas covered in this report
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- Figure 43: Coicop classifications used for the Mintel market size, 2019
- Executive summary
- The market
- Consumer spending
- Sector size and forecast
- Channels of distribution
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- Figure 44: France: estimated distribution of DIY spending by channel, 2019
- Companies and brands
- Key metrics
- Market shares
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- Figure 45: France: Leading specialist DIY retailers’ sales as share of all DIY specialists’ sales, 2019
- Online
- The consumer
- Where they shop
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- Figure 46: France: retailers used to buy DIY goods in the last 12 months, whether in-store or online, March 2020
- DIY projects carried out
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- Figure 47: France: DIY projects undertaken in the last 12 months, March 2020
- Behaviours when planning a DIY project
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- Figure 48: France: behaviours when planning a DIY Project, March 2020
- Sources of inspiration for DIY projects
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- Figure 49: France: where they look for inspiration for DIY projects, March 2020
- What we think
- Issues and insights
- COVID-19 set to have major impact on French DIY retailers’ sales
- The increasing importance of online for DIY retailers
- The facts
- The implications
- Smaller stores could help sustain customer interest
- The facts
- The implications
- The market – What you need to know
- French economy enters recession
- DIY was strong in 2019
- Retailers also benefitted from growth in spending
- Specialists dominate
- Consumer spending
- French economy enters recession
- Mintel DIY market size
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- Figure 50: France: DIY products – the Mintel market size (incl. VAT), 2015-19
- Figure 51: France: Mintel DIY Market size: breakdown by product type, 2019
- DIY-related spending categories
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- Figure 52: France: Consumer spending in detail (incl. VAT), 2015-19
- Market drivers
- Home ownership
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- Figure 53: France: Tenure types: owners vs tenants, % of households, 2010-18
- Consumer spending plans
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- Figure 54: France: Consumers’ planned spending on housing and home, Q1 2017- Q2 2020
- Sector size and forecast
- DIY had a resilient year in 2019
- Forecast problematic
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- Figure 55: France: DIY specialists, sales (excluding VAT), 2015-19
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- Figure 56: France: DIY specialists, Forecast sales (excl. VAT), 2020-24
- Inflation
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- Figure 57: France: Consumer prices* of DIY-related categories, annual % change, 2015-19
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- Figure 58: France: Consumer prices* of DIY-related categories, annual % change, January 2019-March 2020
- Channels of distribution
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- Figure 59: France: estimated distribution of DIY spending by channel, 2019
- Companies and brands – What you need to know
- Leroy Merlin outpaces all other players
- A concentrating market
- Only Leroy Merlin has grown market share
- DIY is underdeveloped online
- Leading players
- ADEO leads with its Leroy Merlin chain
- Kingfisher struggling in France
- Les Mousquetaires’ three brands
- A refocused Mr Bricolage
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- Figure 60: France: Leading specialist DIY retailers, sales, 2015-19
- Figure 61: France: Leading specialist DIY retailers, outlet numbers, 2015-19
- Sales per outlet
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- Figure 62: France: Leading specialist DIY retailers: sales per outlet, 2015-19
- Market shares
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- Figure 63: France: Leading specialist DIY retailers’ sales as share of all DIY specialists’ sales, 2015-19
- Online
- Online activity
- Shopping online
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- Figure 64: France: Online purchasing, 2010-19
- Online sales of DIY
- Leading online players
- Leroy Merlin
- ManoMano
- BricoPrivé
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- Figure 65: France: Leading retailers’ estimated online sales of DIY, 2018-19
- The consumer – What you need to know
- Important note
- Men shop more than women
- Leroy Merlin leads in-store and online
- Softer DIY projects are most common
- Friends and family are first port of call for planning
- In-store retailers come first for inspiration
- Where they shop for DIY
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- Figure 66: France: retailers used to buy DIY goods in the last 12 months, whether in-store or online, March 2020
- Trend data
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- Figure 67: France: Percentage of shoppers using leading DIY retailers, 2018-20
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- Figure 68: France: retailers used to buy DIY goods in the last 12 months, whether in-store or online, gender split, March 2020
- Customer profiles by retailer used
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- Figure 69: France: profile of DIY shoppers by retailer used, March 2020
- In-store vs online
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- Figure 70: France: retailers used to buy DIY goods in the past 12 months, in-store vs online, March 2020
- DIY projects carried out
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- Figure 71: France: DIY projects undertaken in the last 12 months, March 2020
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- Figure 72: France: DIY Projects undertaken in the last 12 months, Renters vs Owners, March 2020
- Behaviours when planning a DIY project
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- Figure 73: France: behaviours when planning a DIY Project, March 2020
- Figure 74: France: behaviours when planning a DIY Project, by gender, March 2020
- Sources of inspiration for DIY projects
- In-store comes top
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- Figure 75: France: where they look for inspiration for DIY projects, March 2020
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- Figure 76: France: where they look for inspiration for DIY projects, by age and gender, March 2020
- Appendix – Data sources, abbreviations and supporting information
- Abbreviations
- Data sources
Italy
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- Overview
- What you need to know
- Key issues covered in this Report
- Areas covered in this report
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- Figure 77: Coicop classifications used for the Mintel market size, 2019
- Executive Summary
- The market
- Consumer spending
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- Figure 78: Italy: consumer spending on DIY products (including VAT), 2015-19
- Market drivers
- Sector size and forecast
- Channels of distribution
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- Figure 79: Italy: ESTIMATED DISTRIBUTION OF DIY SPENDING BY CHANNEL, 2019
- Companies and brands
- Key metrics
- Market shares
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- Figure 80: Italy: Leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2019
- Online
- The consumer
- Where they shop
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- Figure 81: Italy: Where DIY/home improvements products were bought in the last 12 months, March 2020
- DIY projects carried out
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- Figure 82: Italy: DIY projects carried out at home in the last 12 months, March 2020
- Behaviours when planning a DIY project
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- Figure 83: Italy: Behaviours relating to DIY, March 2020
- Sources of inspiration for DIY projects
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- Figure 84: Italy: Sources of inspiration for DIY projects, March 2020
- What we think
- Issues and Insights
- COVID-19 set to have major impact on Italian DIY retailers’ sales
- How will the distribution of Italian DIY retailing change in the next few years?
- The facts
- The implications
- Will online buying of DIY products take off in 2020?
- The facts
- The implications
- The market – What you need to know
- Weak economy holding back consumer spending, even before COVID-19
- DIY spending growth slows in past two years
- High levels of home ownership provide good conditions for DIY demand
- Slowing specialists’ sales growth will be exacerbated by COVID-19
- Specialists still account for four-fifths of spending on DIY
- Consumer spending
- Already weak Italian economy set to be devastated by COVID-19
- Mintel DIY market size
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- Figure 85: Italy: DIY products – the Mintel market size (incl. VAT), 2015-19
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- Figure 86: Italy: Mintel DIY Market size: breakdown by product category, 2019
- DIY-related spending categories
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- Figure 87: Italy: Consumer spending in detail (including VAT), 2015-19
- Market drivers
- Home ownership
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- Figure 88: Italy: Tenure types: owners vs tenants, % of households, 2010-18
- Figure 89: Italy: comparison of home ownership levels with other major European countries, 2018
- Consumer spending plans
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- Figure 90: Italy: Consumers’ planned spending on housing and home in the next 12 months, Q1 2017- Q1 2020
- Sector size and forecast
- Slowing growth will be exacerbated by COVID-19
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- Figure 91: Italy: DIY specialists, sales (excl. VAT), 2015-19
- Figure 92: Italy: DIY specialists, forecast sales (excl. VAT), 2020-24
- Inflation
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- Figure 93: Italy: Consumer prices* of DIY-related categories, annual % change, 2015-19
- Figure 94: Italy: Consumer prices* of DIY related categories, annual % change, January 2019-February 2020
- Channels of distribution
- Specialists still account for four-fifths of spending on DIY
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- Figure 95: Italy: Estimated distribution of DIY spending, by channel, 2019
- Companies and brands – What you need to know
- French-owned Groupe ADEO brands lead the market
- Consolidation continues but market remains fragmented
- Online share growing but still low
- Leading players
- COVID-19 and the leading DIY retailers
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- Figure 96: Italy: Leading specialist DIY retailers, sales, 2015-19
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- Figure 97: Italy: Leading specialist DIY retailers, outlet numbers, 2015-19
- Sales per outlet
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- Figure 98: Italy: Leading specialist DIY retailers: sales per outlet, 2015-19
- Market shares
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- Figure 99: Italy: Leading specialist DIY retailers: shares of all DIY specialists’ sales, 2015-19
- Online
- Online activity
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- Figure 100: Italy: Household broadband internet penetration vs EU average, 2010-19
- Shopping online
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- Figure 101: Italy: Goods bought online in the past 12 months, 2010-19
- Online sales of DIY
- Leading online players
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- Figure 102: Italy: Leading retailers’ estimated online sales of DIY, 2018
- The consumer – What you need to know
- Important note
- Most shoppers combine in-store and online buying of DIY products
- Three-quarters of Italians have done DIY in the past year
- Almost half have compared prices online
- Female DIY buyers more open to inspiration
- Where they shop for DIY
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- Figure 103: Italy: Where DIY/home improvements products were bought in the last 12 months, March 2020
- Trend data
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- Figure 104: Italy: Where DIY/Home improvement products were bought in the last 12 months, leading DIY specialists, 2017-20***
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- Figure 105: Italy: Where DIY/Home improvement products were bought in the last 12 months, leading DIY specialists, March 2020
- Leroy Merlin attracts higher proportion of women than men
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- Figure 106: Italy: Where DIY/Home improvement products were bought in the last 12 months, leading DIY specialists, by gender, March 2020
- eBay has a male bias.
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- Figure 107: Italy: Where DIY/Home improvement products were bought in the last 12 months, leading non-specialists, by gender, March 2020
- Leroy Merlin customers tend to be from older age groups
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- Figure 108: Italy: Where DIY/Home improvement products were bought in the past 12 months, leading DIY specialists, by age, March 2020
- Hypermarket shoppers are younger
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- Figure 109: Italy: Where DIY/Home improvement products were bought in the last 12 months, leading non-specialists, by age, March 2020
- In-store channel still most popular
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- Figure 110: Italy: Where DIY/Home improvement products were bought in the last 12 months, in-store buyers vs online buyers, March 2020
- Vast majority of buyers combine in-store and online buying
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- Figure 111: Italy: Analysis of buyers of DIY/Home improvement products, March 2020
- Specialists still the most popular type of outlet
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- Figure 112: Italy: Where DIY/Home improvement products were bought in the last 12 months, by type of retailer, March 2020
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- Figure 113: Italy: Where DIY/Home improvement products were bought in the last 12 months, by type of retailer, March 2020
- Customer profile of DIY retailers
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- Figure 114: ITALY: Profile of DIY shopper, by retailer used, March 2020
- Customer loyalty
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- Figure 115: Italy: Other retailers Leroy Merlin DIY/home improvement product shoppers have bought from in the last 12 months, March 2020
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- Figure 116: Italy: Other retailers OBI DIY/home improvement product shoppers have bought from in the last 12 months, March 2020
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- Figure 117: Italy: Other retailers Amazon DIY/home improvement product shoppers have bought from in the last 12 months, March 2020
- DIY projects carried out
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- Figure 118: Italy: DIY projects carried out at home in the last 12 months, March 2020
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- Figure 119: Italy: DIY projects carried out at home in the last 12 months, by tenure, March 2020
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- Figure 120: Italy: DIY projects carried out at home in the last 12 months, by age, March 2020
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- Figure 121: Italy: DIY projects carried out at home in the last 12 months, by DIY specialist retailer shopped at for DIY/home improvement products in past 12 months, March 2020
- Behaviours when planning a DIY project
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- Figure 122: Italy: Behaviours relating to DIY, March 2020
- Young turn to friends/family, YouTube for help and advice
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- Figure 123: Italy: Behaviours relating to DIY, by age, March 2020
- Sources of inspiration for DIY projects
- Inspiration particularly important to women
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- Figure 124: Italy: Sources of inspiration for DIY projects, by gender, March 2020
- Social media is the biggest influence for under-35s
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- Figure 125: Italy: Sources of inspiration for DIY projects, by age, March 2020
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- Figure 126: Italy: retailer shopped at for DIY/home improvement products in the past 12 months, by sources of inspiration for DIY projects, March 2020
- Appendix – Data sources, abbreviations and supporting information
- Abbreviations
- Data sources
Spain
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- Overview
- What you need to know
- Key issues covered in this Report
- Areas covered in this report
-
- Figure 127: Coicop classifications used for the Mintel market size, 2019
- Executive summary
- The market
- Consumer spending
- Sector size and forecast
- Channels of distribution
-
- Figure 128: Spain: estimated distribution of DIY spending by channel, 2019
- Companies and brands
- Key metrics
- Market shares
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- Figure 129: Spain: Leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2019
- Online
- The consumer
- Where they shop
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- Figure 130: Spain: retailers used to buy DIY goods in the past 12 months, whether in-store or online, March 2020
- DIY projects carried out
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- Figure 131: Spain: DIY Projects undertaken in the last 12 months, March 2020
- Behaviours when planning a DIY project
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- Figure 132: Spain: behaviours when planning a DIY project, March 2020
- Sources of inspiration for DIY projects
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- Figure 133: Spain: where they look for inspiration, March 2020
- What we think
- Issues and insights
- COVID-19 set to have major impact on Spanish DIY retailers’ sales
- The growing importance of online for DIY retailers
- The facts
- The implications
- How can retailers enable more DIYers?
- The facts
- The implications
- The market – What you need to know
- Heading back to recession?
- Growth in DIY spending was slowing
- Growth from the middle of the decade has helped DIY retailers
- Specialists are the primary channel
- Consumer spending
- Crash looming
- But of limited duration?
- Mintel DIY market size
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- Figure 134: Spain: DIY products – the Mintel market size (incl. VAT), 2015-19
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- Figure 135: Spain: Mintel DIY Market size: breakdown by product category, 2019
- DIY-related spending categories
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- Figure 136: Spain: Consumer spending in detail (including VAT), 2015-19
- Market drivers
- Home ownership
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- Figure 137: Spain: Tenure types: owners vs tenants, % of households 2010-18
- Consumer spending plans
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- Figure 138: Spain: Consumers’ planned spending on housing and home, Q1 2017- Q1 2020
- Sector size and forecast
- DIY sector has benefitted from economic recovery
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- Figure 139: Spain: DIY specialists, sales (excl. VAT), 2015-19
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- Figure 140: Spain: DIY specialists, Forecast sales (excl. VAT), 2020-24
- Inflation
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- Figure 141: Spain: Consumer prices* of DIY-related categories, annual % change, 2015-19
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- Figure 142: Spain: Consumer prices* of DIY related categories, annual % change, January 2019-February 2020
- Channels of distribution
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- Figure 143: Spain: estimated spending on DIY products by channels of distribution, 2019
- Companies and brands – What you need to know
- The DIY sector is consolidating
- No buyer for Kingfisher’s Brico Depôt chain
- Smaller players struggling
- ADEO growing share as other plateau
- Online small but growing
- Leading players
- COVID-19
- A consolidating market
- ADEO extending its lead
- No buyer for Kingfisher’s Brico Depôt chain
- Bauhaus a minor player
- Smaller operations struggling
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- Figure 144: Spain: Leading specialist DIY retailers, sales, 2015-19
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- Figure 145: Spain: Leading specialist DIY retailers, outlet numbers, 2015-19
- Sales per outlet
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- Figure 146: Spain: Leading specialist DIY retailers, sales per outlet, 2015-19
- Market shares
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- Figure 147: Spain: Leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2015-19
- Online
- Online activity
- Shopping online
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- Figure 148: Spain: Online purchasing, 2010-19
- Online sales of DIY
- Leading online players
- The consumer – What you need to know
- Important note
- DIY is a popular activity
- Over half shop online
- Three-quarters improved their home over the last year
- Price comparison is a key part of the planning process
- Almost half are inspired by DIY stores
- Where they shop for DIY
- Two-thirds of Spaniards had bought DIY in the last year
- Leroy Merlin leads but is challenged by hypermarkets and Amazon
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- Figure 149: Spain: retailers used to buy DIY goods in the past 12 months, whether in-store or online, March 2020
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- Figure 150: Spain: retailers used to buy DIY goods in the past 12 months, whether in-store or online, gender split, March 2020
- In-store vs online
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- Figure 151: Spain: retailers used to buy DIY goods in the past 12 months, in-store vs online, March 2020
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- Figure 152: Spain: profile of DIY buyers by retailer used (in-store and online), March 2020
- Leroy Merlin attracts more home-owners than any other retailer
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- Figure 153: Spain: retailers used to buy DIY goods in the past 12 months, homeowners versus renters, March 2020
- DIY projects carried out
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- Figure 154: Spain: DIY Projects undertaken in the last 12 months, March 2020
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- Figure 155: Spain: DIY Projects undertaken in the last 12 months, Renters vs Owners, March 2020
- Behaviours when planning a DIY project
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- Figure 156: Spain: behaviours when planning a DIY Project, March 2020
- Sources of inspiration for DIY projects
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- Figure 157: Spain: where they look for inspiration, March 2020
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- Figure 158: Spain: where they look for inspiration, by age and gender, March 2020
- Appendix – Data sources, abbreviations and supporting information
- Abbreviations
- Data sources
UK
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- Overview
- What you need to know
- Key issues covered in this Report
- Products covered in this Report
- Executive Summary
- The Market
- Specialist spending falls sharply in 2019, with further trouble ahead
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- Figure 159: Forecast of total DIY/hardware specialist sector size (including VAT), adjusted for COVID-19, 2014-24
- Big-box stores could regain specialist share in the coming years
- DIY sheds still account for a third of all spending
- Online sales break £2 billion mark
- Impact of COVID-19 on DIY
- There will be opportunities amid this disruption, but total spending will fall
- The type of projects will change, while the appetite for DIY could grow
- Online retail will accelerate
-
- Figure 160: Expected impact of COVID-19 on the DIY market, short, medium and long term, April 2020
- Companies and brands
- Homebase and Wickes recover growth to complement smaller specialists
- Non-specialists’ sales grow again
- Specialists continue to lose mass-market share
- The consumer
- B&Q remains the market leader
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- Figure 161: Where they shopped for DIY products, March 2019 and March 2020
- In-store remains the most popular channel of purchase
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- Figure 162: Where they shopped for DIY products, by in-store versus online, March 2020
- Price remains king
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- Figure 163: Key purchase drivers, March 2020
- Three quarters undertook home improvement projects in the past year
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- Figure 164: Recent home improvement projects, March 2020
- The majority of work is undertaken personally
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- Figure 165: Who carried out the work, March 2018 and March 2020
- Online is a great resource when planning a project, but the store remains crucial
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- Figure 166: Actions when planning a project, March 2020
- In-store is key for design inspiration
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- Figure 167: Source of Inspiration, March 2020
- Opportunities for specialists to re-engage younger consumers
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- Figure 168: Attitudes towards DIY retailing, March 2020
- What we think
- The Impact of COVID-19 on DIY Retailing
- Short, medium and long-term impact on the industry
-
- Figure 169: Expected impact of COVID-19 on the DIY market, short, medium and long term, April 2020
- Short term
- Medium term
- Long term
- Opportunities and Threats
- Extended periods inside push home improvement up the agenda
- Opportunities in DIY as non-essential spending is redirected to the home…
- …but the type of home improvement projects will change
- The lockdown will redirect spend…
- …alongside the redirection of demand online
- Smaller specialists could suffer…
- …this could see leading specialists consolidate in 2020
- Housing market will slow
- Impact on DIY retail specialists
- COVID-19 will see double-digit sales loss for specialists in 2020
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- Figure 170: Forecast of total DIY/hardware specialist sector size (including VAT), adjusted for COVID-19, 2014-24
- Shifts in consumer behaviour
- A fundamental change in shopping behaviours
- A quarter of consumers expect to spend less on the home…
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- Figure 171: Changes in spending habits on home and gardening products, 16th April-21st May 2020
- …while 12% expect to spend more
- The sector could be buoyed by redirected spending
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- Figure 172: Consumers who expect to spend more on sector over the next month, 14th-21st May 2020
- How the crisis will impact key consumer segments
- Older consumers lead the shift in behaviour
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- Figure 173: Changes in shopping behaviour, by age, 14th-21st May 2020
- Expected spending on the home is driven by younger consumers
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- Figure 174: Consumers who expect to spend more on the home over the next month, by age, 14th-21st May 2020
- And homeowners with a mortgage
- but spending among less affluent consumers will drop disproportionately
- How a COVID-19 recession will reshape the market
- A renewed focus on value
- And a shift to repairs and upcycling
- But budgeting behaviours will gradually soften
- A new confidence and appetite for DIY
- DIY shed specialists could regain share after COVID-19
- How the shift online will reshape the market
- Social media is a crucial platform for engagement…
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- Figure 175: IKEA Instagram, May 2020
- …but DIY specialists must do more in the channel
- Greater integration of online and offline offerings
- Video conferencing to bring consumers in-store
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- Figure 176: Dixons Carphone, ShopLive, May 2020
- Virtual design services
- COVID-19: Market context
- Issues and Insights
- How specialists can re-engage consumers
- The facts
- The implications
- The opportunity for new store propositions
- The facts
- The implications
- The Market – What You Need to Know
- Specialist spending falls sharply in 2019, with further trouble ahead
- Big-box stores could regain specialist share in coming years
- Total consumer spending on DIY grows 2.8% in 2019
- DIY sheds still account for a third of all spending
- Online sales break £2 billion mark
- Market Size and Forecast
- Specialist spending falls sharply in 2019
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- Figure 177: Total DIY/hardware specialist sector size (including VAT), 2014-19
- COVID-19 will see specialists suffer further in 2020
- Before recovering in 2021
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- Figure 178: Forecast of total DIY/hardware specialist sector size (including VAT), adjusted for COVID-19, 2014-24
- Figure 179: Forecast of total DIY/hardware specialist sector size (including VAT), adjusted for COVID-19, 2014-24
- Pre-COVID-19 forecast reveals how the sector could have regained stability
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- Figure 180: Forecast of total DIY/hardware specialist sector size (including VAT), pre-COVID-19 forecast, 2014-24
- Figure 181: Forecast of total DIY/hardware specialist sector size (including VAT), pre-COVID-19 forecast, 2014-24
- Forecast methodology
- Market Segmentation
- Shed specialists lose further market share in 2019…
- …but the sector could recover sales growth by 2021
-
- Figure 182: Shed/big-box specialists’ sector size (including VAT), 2014-24
- Smaller specialists’ sales fall despite strong growth at the top…
- …and they could suffer disproportionately from COVID-19
-
- Figure 183: Other DIY/hardware stores segment (including VAT), 2014-24
- This segmentation could change after COVID-19
-
- Figure 184: Estimated segmentation of DIY specialists (including VAT), 2014-24
- Consumer Spending on DIY Products
- Total consumer spending growth contrasts the decline of specialists
-
- Figure 185: Consumer spending on DIY-related products, 2014-19
- Tools and equipment spearhead spending, as garden expenditure falls
-
- Figure 186: Category breakdown of consumer spending on DIY-related products, 2016-19
- Mintel’s consumer spending market size
- Channels of Distribution
- DIY sheds still account for a third of all spending…
- …but other specialists drop share to non-specialists…
- …as online pureplay consolidates
-
- Figure 187: DIY products, estimated channels of distribution, 2019
- Online
- Online sales break £2 billion mark
-
- Figure 188: Estimated online DIY market size (ex VAT), 2016-19
- Non-specialists continue to lead online…
-
- Figure 189: Estimated online sales, by leading retailers, 2016-19
- …but specialists wrestle back some market share
-
- Figure 190: Estimated share of DIY sales, by specialist and non-specialist DIY retailers, 2016-19
- Market Drivers
- The housing market has stabilised in recent years, but huge uncertainty lies ahead
-
- Figure 191: Quarterly UK residential property transactions, Q1 2015-Q1 2020
- A rising proportion of homeowners in England
-
- Figure 192: English households, by tenure, 2012-18
- Consumer confidence picked up over the past year
-
- Figure 193: Financial confidence index, January 2017-April 2020
- Home improvements pick up in 2019
-
- Figure 194: Trends in home improvement work done in the last 3 months and plan to do in the next 3 months, April 2017-April 2020
- Companies and Brands – What You Need to Know
- Homebase and Wickes recover growth to complement smaller specialists
- Non-specialists’ sales grow again
- Specialists continue to lose mass-market share
- Wilko and B&Q lead the market as favourite brands
- Total advertising spend up 2.8% in 2019
- Specialists look to revamp their store offerings
- Leading Specialists
- New Kingfisher CEO tweaking ONE strategy in light of falling sales
- Strong focus on ‘do-it-for-me’ proposition driving Wickes Building Supplies sales
- Homebase showing signs of recovery
-
- Figure 195: Leading DIY specialists’ sales, 2015-19
- Outlet numbers
-
- Figure 196: Leading DIY specialists’ outlets, 2015-19
-
- Figure 197: Leading DIY specialists’ sales per outlet, 2015-19
- Profit and margins
-
- Figure 198: Leading DIY specialists’ operating profit, 2015-19
-
- Figure 199: Leading DIY specialists’ operating profit margin, 2015-19
- Leading Non-specialists
- Non-specialists’ sales grow again
- Argos maintains J. Sainsbury’s lead…
- …but Amazon set to overtake it in 2020
- Discounter sales grow across the board
-
- Figure 200: Leading non-specialists’ estimated DIY sales (excluding VAT), 2015-19
- Market Share
- B&Q boosts share despite sales loss…
-
- Figure 201: Leading DIY retailers’ estimated share of all specialists’ sales, 2015-19
- …but specialists continue to lose mass-market share
-
- Figure 202: Leading retailers’ estimated share of all DIY spending, 2015-19
- Brand Research
- Brand map
-
- Figure 203: Attitudes towards and usage of selected brands, April 2020
- Key brand metrics
-
- Figure 204: Key metrics for selected brands, April 2020
- Brand attitudes: B&Q has great customer service, Wilko offers good value
-
- Figure 205: Attitudes, by brand, April 2020
- Brand personality: Wilko is perceived as fun
-
- Figure 206: Brand personality – macro image, April 2020
- B&Q perceived as aspirational, Screwfix responsive and cutting edge
-
- Figure 207: Brand personality – micro image, April 2020
- Brand analysis
- Wilko offers an excellent experience and is highly recommended
-
- Figure 208: User profile of Wilko, April 2020
- B&Q has great customer service and is highly trusted
-
- Figure 209: User profile of B&Q, April 2020
- Screwfix provides a great online service and is not expensive
-
- Figure 210: User profile of Screwfix, April 2020
- Wickes least ‘favourite brand’
-
- Figure 211: User profile of Wickes, April 2020
- Homebase overrated and expensive
-
- Figure 212: User profile of Homebase, April 2020
- Advertising and Marketing Activity
- Total advertising spend up 2.8% year-on-year in 2019
-
- Figure 213: Recorded above-the-line, online display and direct mail total advertising expenditure by UK DIY retailers, 2016-19
- B&Q by far and away the sector’s highest-spending advertiser
-
- Figure 214: Leading UK DIY retailers’ recorded above-the-line, online display and direct mail total advertising expenditure, 2016-19
- Majority of advertising spend channelled through TV
-
- Figure 215: Recorded above-the-line, online display and direct mail total advertising expenditure by UK DIY retailers, by media type, 2019
- Nielsen Ad Intel coverage
- Innovation and Launch Activity
- Tile Giant launches new store format
- Homebase’s more accessible smaller-format high street store concept
- Immersive bathroom shopping experience
- B&Q launches new kitchen buying experience
- Pop-up showroom
- Home décor industry disruptor
- John Lewis & Partners launches new in-store home interiors advice service
- Homebase giving consumers more reasons to visit its stores
- The Consumer – What You Need to Know
- B&Q remains the market leader
- In-store remains the most popular channel of purchase
- Price remains king
- Three quarters undertook home improvement projects in the past year
- The majority of work is undertaken personally
- Online is a great resource when planning a project, but the store remains crucial
- In-store is key for design inspiration
- Opportunities for specialists to re-engage younger consumers
- Where They Shop
- 77% of consumers bought DIY products in the past year
- B&Q extends its share as market leader
- Homebase loses further ground
- Smaller-format specialists grow
- Non-specialists make gains in an increasingly fragmented marketplace
-
- Figure 216: Where they shopped for DIY products, March 2019 and March 2020
- Specialists must do more to appeal to women…
-
- Figure 217: Where they shopped for DIY products, by gender, March 2020
- …to young consumers…
-
- Figure 218: Where they shopped for DIY products, customer profile, March 2020
- …and to those who aren’t homeowners
-
- Figure 219: Where they shopped for DIY products, by homeownership, March 2020
- Specialists are missing out on a core source of demand
-
- Figure 220: Where they shopped for DIY products, by duration in current home, March 2020
- In-store vs Online
- In-store remains the most popular channel
- B&Q leads in both channels…
- …but specialists remain underdeveloped online
-
- Figure 221: Where they shopped for DIY products, by in-store versus online, March 2020
- Online penetration grew over the past year
- Amazon makes the biggest gains
-
- Figure 222: Where they shopped for DIY products online, March 2019 and March 2020
- This will change significantly in 2020 amid COVID-19
- Key Purchase Drivers
- Price remains king
-
- Figure 223: Key purchase drivers, March 2020
- Price, convenience and quality are priorities among older shoppers
- Younger shoppers value ethics, experience and innovation
-
- Figure 224: Key purchase drivers, customer profile, March 2020
- Non-specialist shoppers seek price, while DIY shed shoppers favour experience
-
- Figure 225: Key purchase drivers, by where they shopped net, March 2020
- Recent Home Improvement Projects
- 73% of households undertook home improvement projects in the past year
- New movers spearhead home improvement projects
- Opportunity to target young house movers
-
- Figure 226: Recent home improvement projects, by duration in current home, March 2020
- Lighter DIY projects lead activity
-
- Figure 227: Recent home improvement projects, March 2020
- Nearly half of consumers undertook two or more projects in the past year
-
- Figure 228: Repertoire of recent home improvement projects, March 2020
- These projects will change amid COVID-19 measures
- Who Carried out the Work
- The majority of work is undertaken personally
- A quarter hired a professional
-
- Figure 229: Who carried out the work, March 2018 and March 2020
- This will change significantly in 2020, which could create a legacy moving forward
- Actions when Planning a Project
- Online is a great resource when planning a project…
- …but the store remains a crucial step
-
- Figure 230: Actions when planning a project, March 2020
- Consumers will have to find a new normal under COVID-19…
- …which could drive the need for virtual/augmented reality technology
- Source of Inspiration
- Consumers still look in-store for design inspiration…
-
- Figure 231: Source of inspiration, March 2020
- …but social media is unparalleled among young consumers
-
- Figure 232: Source of inspiration, by age, March 2020
- Younger consumers browse multiple sources
-
- Figure 233: Repertoire of source of inspiration, March 2020
- Attitudes towards DIY Retailing
- Growing interest in sustainability…
- …and smart technology offers opportunities for growth
-
- Figure 234: Attitudes towards DIY retailing, March 2020
- How specialists can re-engage younger shoppers
- DIY as a form of detox
- Specialists should cater to DIY novices…
- …harnessing the one-stop home shop model…
- …more temporary home solutions…
- …and new store propositions
-
- Figure 235: Attitudes towards DIY retailing, by age, March 2020
- Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
- Appendix – Market Size and Forecast
- Forecast methodology
ADEO
-
- What we think
- New city centre kitchen showroom concept
- Simplifying the shopping experience
- Expanded services offering in Spain
- Curated offering via ‘how to’ tutorials
- COVID-19 response: conversational bots and drive-through to cope with expanded online demand
- Company background
- Company performance
-
- Figure 236: ADEO: Estimated group sales performance, 2015-19
- Figure 237: ADEO: Estimated outlet data, 2015-19
- Retail offering
- Leroy Merlin
- Other fascia
Bauhaus
-
- What we think
- Making the shopping process efficient and time-saving
- Differentiated product offering
- Dynamic in-store pricing frees up staff to spend more time assisting customers
- New store openings in Germany and abroad
- Gardening pop-up store in high footfall shopping mall
- COVID-19 response
- Company background
- Company performance
-
- Figure 238: Bauhaus: Estimated group sales, 2015-19
- Figure 239: Bauhaus: Estimated store data, 2015-19
- Retail offering
Homebase
-
- What we think
- Soft end-focused concessions and expanded product kitchen and bathroom offer
- Small-format stores in high streets targeting renters rather than homeowners
- Unique decorative product range
- Improving the ecommerce shopping experience has boosted online sales
- Response to the COVID-19 pandemic
- Company background
- Company performance
-
- Figure 240: Homebase: Group financial performance, 2015/16-2018/19
- Figure 241: Homebase: outlet data, 2015/16-2018/19
- Retail offering
Hornbach-Baumarkt
-
- What we think
- Convenient urban compact store concept
- Drive-in facilities and self-service checkouts making DIY shopping less time-consuming
- Enhanced app functions to improve the digital shopping experience
- Response to the COVID-19 pandemic
- Company background
- Company performance
-
- Figure 242: Hornbach-Baumarkt: Group financial performance, 2015/16-2019/20
- Figure 243: Hornbach-Baumarkt: Outlet data, 2015/16-2019/20
- Retail offering
Kingfisher Group
-
- What we think
- Urban proximity store format rollout to make DIY shopping more convenient
- Performance of Castorama and Brico Dépôt in France a major disappointment
- New group ecommerce director to drive digital capability growth
- Refreshed kitchen offering
- Response to COVID-19 and a new contactless click-and-collect scheme
- Company background
- Company performance
-
- Figure 244: Kingfisher Group: Group financial performance, 2015/16-2019/20
-
- Figure 245: Kingfisher Group: outlet data, 2015/16-2019/20
- Retail offering
OBI
-
- What we think
- Holistic solution provider
- Creative in-store concept to draw in customers
- Digital shopping assistants to simplify the online DIY buying experience
- Innovative outdoor workshop and concept store to empower and inspire customers
- Response to COVID-19
- Company background
- Company performance
-
- Figure 246: OBI: Group financial performance, 2015-19
- Figure 247: OBI: Outlet data, 2015-19
- Retail offering
Travis Perkins (Wickes Building Supplies Ltd, Toolstation and Tile Giant)
-
- What we think
- Service-enabled ‘do-it-for-me’ proposition driving Wickes Building Supplies sales
- Convenient multichannel proposition for trade customers and serious DIYers
- Converts branches to click-and-collect hubs during COVID-19 crisis
- Company background
- Company performance
-
- Figure 248: Wickes Building Supplies Ltd, Toolstation and Tile Giant: Financial performance, 2015-19
-
- Figure 249: Wickes Building Supplies Ltd, Toolstation and Tile Giant: outlet data, 2015-19
- Retail offering
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