Table of Contents
Executive Summary – Europe – The Market
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- Mintel DIY market size
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- Figure 3: Europe Big 5: spending on DIY products, including VAT, 2016-20
- Spending on DIY goods per capita
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- Figure 4: Europe: estimated spending on DIY products per capita, including VAT, 2020
- DIY specialists’ sales
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- Figure 5: Europe: sales by specialist DIY retailers (excluding VAT), 2016-20
- Figure 6: Europe: forecast sales by specialist DIY retailers (excluding VAT), 2021-25
- Market drivers
- Home ownership
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- Figure 7: Europe: proportion of owner occupiers, 2019
- Consumer spending intentions
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- Figure 8: Europe: consumers’ planned spending on housing and home, Q2 2021
Executive Summary – Europe – Companies and Brands
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- Leading players
- ADEO’s sales lead over Kingfisher narrows slightly
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- Figure 9: Europe: leading specialist DIY retailers, sales, 2016-20
- Store numbers boosted on back of Screwfix and Mr. Bricolage expansion
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- Figure 10: Europe: leading specialist DIY retailers, outlets, 2018-20
- Market shares
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- Figure 11: Europe: leading specialist DIY retailers’ estimated share of total DIY spending in Big 5 (France, Germany, Italy, Spain and UK), 2016-20
- Innovation and launch activity
- DIY click-and-collect in just 30 minutes
- Unique city-based DIY shopping concept in Vienna
- Another reason to visit Bauhaus stores in Spain
- Dutch DIY specialist GAMMA launch app-based paint visualization tool
- DIY shopping that combines the advantages of digital with the experiences of in-store
- Hornbach makes DIY shopping even easier with updated app features
Executive Summary – Europe – The Consumer
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- The research
- Where they shop for DIY products
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- Figure 12: Europe: where DIY/home improvement products were bought in the last 12 months, March 2021
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- Figure 13: Europe: where DIY/home improvement products were bought in the last 12 months, March 2021
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- Figure 14: Europe: where DIY/home improvement products were bought in the last 12 months by gender, March 2021
- COVID-19 related attitudes and behaviours in DIY
- Consumers use DIY to kill time
- Europeans learn to appreciate their homes more
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- Figure 15: COVID-19 related attitudes to buying DIY, March 2021
- Interest in DIY innovations
- Strong interest in online tutorials
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- Figure 16: Interest in DIY innovations, March 2021
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 17: Short, medium and long term impact of COVID-19 on DIY retailing, May 2021
- Opportunities and threats
- Online advances by several years due to COVID-19 restrictions
- Leveraging the power of technology to enhance service
- AR can help customers visualise the products in situ
- Using apps to ride on the convenience trend
- COVID-19 brings a wave of new demand
- New store formats, new opportunities
- Concessions provide opportunities with one-stop shoppers
- Smaller specialists could suffer
- Competition from online and non-specialists is greater than ever
- How long will interest in DIY projects remain elevated?
- How COVID-19 will reshape the industry
- Rapid delivery could be a key differentiator moving forward
- Eco-friendly credentials and sustainability could gain further traction
- Community and localism here to stay
- Discounters could strengthen their position in DIY
- Physical and digital merge providing a feeling of shopping in-store from home
- The impact of COVID-19 on consumer behaviour across Europe
- COVID-19 concerns remain steady
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- Figure 18: Europe: those extremely worried about the risk of being exposed to COVID-19, March 2020-May 2021*
- Impact of COVID on unemployment: worst could be yet to come?
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- Figure 19: Europe: financial impact of COVID-19, March 2021*
- Consumers in Spain and Italy most likely to have cut back on non-essential spending
- Consumers in mainland Europe most concerned about time spent in-store
- Click and collect enhances online capacity
- Contactless payment booms
- Staying closer to home benefits local businesses
- Online shopping grows in popularity
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- Figure 20: Europe: changes to shopping behaviour since the start of the COVID-19 outbreak, May 2021*
- Home and garden products generally not a spending priority but DIY the exception
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- Figure 21: Net balance* of expected spending on selected items in the next month, May 2021**
- Mainland Europeans more pessimistic about home and garden spending than British
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- Figure 22: Europe: expected spending on home and garden products in the next month, May 2021*
- How the crisis is impacting on key consumer segments
- Women are more concerned about the virus
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- Figure 23: Europe: those extremely worried about the risk of being exposed to COVID-19, by gender and age, May 2021*
- Women most likely to be shopping more online in all countries
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- Figure 24: Europe: consumers shopping more online, by gender and age, May 2021*
- Younger age groups keener on click and collect
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- Figure 25: Europe: consumers using click-and-collect more, by gender and age, May 2021*
- Women and older people most likely to limit time in-store
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- Figure 26: Europe: consumers trying to limit the time they spend in-store, by gender and age, May 2021*
- Spanish consumers most likely to be shopping local
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- Figure 27: Europe: consumers shopping more from local businesses, by gender and age, May 2021*
- 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 28: Coicop classifications used for the Mintel market size
- Executive summary
- The market
- Consumer spending
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- Figure 29: France: estimated consumer spending on DIY products (including VAT), 2016-20
- Sector size and forecast
- Channels of distribution
- Companies and brands
- Key metrics
- Emerging trends
- Market shares
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- Figure 30: France: leading specialist DIY retailers: shares of all specialist DIY retailers’ sales, 2020
- Online
- The consumer
- Who shops for DIY
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- Figure 31: France: engagement in DIY shopping, by gender and age, March 2021
- Where they shop for DIY products
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- Figure 32: France: retailers used to purchase DIY products in the last 12 months, in-store or online, March 2021
- COVID-19 related attitudes and behaviours in DIY
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- Figure 33: France: COVID-19 related attitudes and behaviours in DIY, March 2021
- Interest in DIY innovations
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- Figure 34: France: interest in DIY innovations, March 2021
- Issues and insights
- COVID-19 accelerates trend for proximity retailing in DIY
- The growing importance of “home” and movement restrictions boost home improvement and DIY
- The market – Key takeaways
- Economy set to recover in 2021
- DIY market grew 13% in 2020
- Retailers grow strongly too, but less than the market
- Most spending goes through the big sheds
- The housing market is shifting
- Consumer spending
- The pandemic has hit the economy hard
- Mintel DIY market size
- 13% growth estimated for 2020
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- Figure 35: France: DIY products – The Mintel market size (including VAT), 2016-20
- DIY-related spending categories
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- Figure 36: France: consumer spending in detail (including VAT), 2016-20
- Sector size and forecast
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- Figure 37: France: DIY specialists, sales (excluding VAT), 2016-20
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- Figure 38: France: DIY specialists, forecast sales (excluding VAT), 2021-25
- Inflation
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- Figure 39: France: consumer prices* of DIY-related categories, annual % change, 2016-20
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- Figure 40: France: consumer prices* of DIY related categories, annual % change, January 2020-March 2021
- Market drivers
- Home ownership
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- Figure 41: France: tenure types: owners vs tenants, % of households, 2011-19
- The housing market – A shift in 2021?
- Consumer spending plans
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- Figure 42: France: consumers’ planned spending on housing and home, Q1 2018-Q2 2021
- Channels of distribution
- Companies and brands – Key takeaways
- Leroy Merlin remains the solid leader
- 2020 saw varying performances
- Emerging trends
- An increasingly concentrated sector
- Online is accelerating
- Leading players
- New store formats
- Do-it-for-me services
- Marketplaces
- Recovery at Kingfisher in 2020
- Further expansion from Les Mousquetaires
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- Figure 43: France: leading specialist DIY retailers: sales, 2016-20
- Figure 44: France: leading specialist DIY retailers: outlet numbers, 2016-20
- Market shares
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- Figure 45: France: leading specialist DIY retailers: shares of all specialist DIY retailers’ sales, 2016-20
- Online
- Online retailing in France
- Online sales of DIY
- Leading online players
- The consumer – Key takeaways
- Who shops for DIY products
- The growing importance of online
- The key players
- The significance of “home”
- DIY shopping has changed
- Growing confidence
- What consumers want
- Who shops for DIY products
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- Figure 46: France: engagement in DIY shopping, by gender and age, March 2021
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- Figure 47: France: engagement in DIY shopping, by monthly income bracket and housing tenure, March 2021
- In-store vs online shopping for DIY products
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- Figure 48: France: channels used to purchase DIY products in the past year, by age group, March 2021
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- Figure 49: France: channels used to purchase DIY products in the past year, by age group and gender, March 2021
- Where they shop for DIY products
- Leroy Merlin has a clear lead
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- Figure 50: France: retailers used to purchase DIY products in the last 12 months, in-store or online, March 2021
- Trend data
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- Figure 51: France: percentage of shoppers using leading specialist DIY retailers, 2018-21*
- Hypermarkets and generalist online retailers most popular amongst women
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- Figure 52: France: retailers used to purchase DIY products in the last 12 months, in-store or online, by gender, March 2021
- Leroy Merlin appeals to older shoppers…
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- Figure 53: France: retailers used to purchase DIY products in the last 12 months, by age group, March 2021
- …and the more affluent
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- Figure 54: France: retailers used to purchase DIY products in the last 12 months, by net monthly household income, March 2021
- Leroy Merlin and Amazon are joint most popular online
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- Figure 55: France: retailers used to purchase DIY products in the last 12 months, in-store or online March 2021
- COVID-19 related attitudes and behaviours in DIY
- The importance of home
- The way people shop has changed
- Consumers feel more confident about DIY
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- Figure 56: France: COVID-19 related attitudes and behaviours in DIY, March 2021
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- Figure 57: France: COVID-19 related attitudes and behaviours in DIY, by gender, March 2021
- Interest in DIY innovations
- Learning DIY skills online
- Technology is the future
- New ways to shop…
- …and communicate
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- Figure 58: France: interest in DIY innovations, March 2021
- Appendix – Data sources and abbreviations
- 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 59: Coicop classifications used for the Mintel market size
- Executive summary
- The market
- Consumer spending
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- Figure 60: Italy: consumer spending on DIY products (including VAT), 2016-20
- Market drivers
- Sector size and forecast
- Channels of distribution
- Companies and brands
- Key metrics
- Market shares
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- Figure 61: Italy: leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2020
- Online
- The consumer
- Where they shop for DIY products
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- Figure 62: Italy: where DIY/home improvement products were bought in the last 12 months, March 2021
- COVID-19 related attitudes and behaviours in DIY
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- Figure 63: Italy: COVID-19-related attitudes and behaviours in DIY, March 2021
- Interest in DIY innovations
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- Figure 64: Italy: interest in DIY innovations, March 2021
- Issues and insights
- How can retailers use the experience of COVID-19 to increase brand loyalty?
- How can specialist retailers differentiate themselves from non-specialist rivals?
- The market – Key takeaways
- DIY market avoids consumer spending crash affecting much of retail
- DIY specialists’ sales hold up well
- Economic environment set to be tough for next few years
- Record numbers of Italians looking to spend on home improvements
- Consumer spending
- Mintel DIY market size
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- Figure 65: Italy: DIY products – The Mintel market size (including. VAT), 2016-20
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- Figure 66: Italy: Mintel DIY market size: estimated breakdown by product category, 2020
- DIY-related spending categories
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- Figure 67: Italy: consumer spending in detail (including. VAT), 2016-20
- Market drivers
- Home ownership
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- Figure 68: Italy: tenure types: owners vs tenants, % of households, 2010-19
- Figure 69: Italy: comparison of home ownership levels with other major European countries, 2019
- Consumer spending plans
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- Figure 70: Italy: consumers’ planned spending on housing and home in the next 12 months, Q1 2018-Q2 2021*
- Sector size and forecast
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- Figure 71: Italy: DIY specialists, sales (excluding VAT), 2016-20
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- Figure 72: France: DIY specialists, forecast sales (excluding. VAT), 2021-25
- Inflation
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- Figure 73: Italy: consumer prices* of DIY-related categories, annual % change, 2016-20
- Figure 74: Italy: consumer prices* of DIY related categories, annual % change, January 2020-March 2021
- Channels of distribution
- Companies and brands – Key takeaways
- Leroy Merlin has the market covered
- OBI, a distant number two player, looks at opening more stores
- Bricofer Group finances stretched by pandemic
- Online sales boom during pandemic
- Leading players
- ADEO retains a strong grip on the market
- OBI is a distant number two player
- Bricofer Group is leading franchisor
- Brico io consolidates
- Other players
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- Figure 75: Italy: leading specialist DIY retailers: sales, 2016-20
- Figure 76: Italy: leading specialist DIY retailers: outlet numbers, 2016-20
- Market shares
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- Figure 77: Italy: leading specialist DIY retailers: shares of all DIY specialists’ sales, 2016-20
- Online
- Online retailing in Italy
- Shopping online
- Online sales of DIY
- Leading online players
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- Figure 78: Italy: search interest on Google, selected DIY retailers, last 12 months, January 2020-May 2021
- The consumer – Key takeaways
- Online tutorials offer specialists an opportunity to increase loyalty
- Augmented reality technology can help engage female shoppers
- Remote assistance can add value and broaden reach
- Online-only channel is growing, driven by Amazon
- Who buys DIY/home improvement products?
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- Figure 79: Italy: key demographics of DIY/home improvement products shoppers, March 2021
- Shopping for DIY/home improvement products focused around families
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- Figure 80: Italy: key demographics of DIY/home improvement products shoppers, March 2021
- Where they shop for DIY products
- Specialists still dominate
- Amazon dominates the online-only channel
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- Figure 81: Italy: where DIY/home improvement products were bought in the last 12 months, March 2021
- Trend data
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- Figure 82: Italy: where DIY/home improvement products were bought in the last 12 months, leading DIY specialists, 2017-21*
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- Figure 83: Italy: where DIY/home improvement products were bought in the last 12 months, leading DIY specialists, 2017-21*
- Most buyers combine store and online shopping
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- Figure 84: Italy: breakdown of buyers of DIY/home improvement products, March 2021
- Leroy Merlin has strong appeal among women
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- Figure 85: Italy: where DIY/home improvement products were bought in the last 12 months, leading specialists, by gender, March 2021
- Amazon also does well with women
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- Figure 86: Italy: where DIY/home improvement products were bought in the last 12 months, leading non-specialists, by gender, March 2021
- Leroy Merlin’s strength lies in its appeal to all age groups
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- Figure 87: Italy: where DIY/home improvement products were bought in the last 12 months, leading specialists, by age, March 2021
- Non-specialists are more popular among younger buyers
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- Figure 88: Italy: where DIY/home improvement products were bought in the last 12 months, leading non-specialists, by age, March 2021
- Leroy Merlin has remarkable appeal with more affluent households
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- Figure 89: Italy: where DIY/home improvement products were bought in the last 12 months, leading specialists, by net monthly household income, March 2021
- Amazon’s appeal to more affluent households is less pronounced
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- Figure 90: Italy: where DIY/home improvement products were bought in the last 12 months, leading non-specialists, by net monthly household income, March 2021
- COVID-19 related attitudes and behaviours in DIY
- DIY has been used to kill time
- Italians learn to appreciate their homes more
- Online boost
- Skills boost
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- Figure 91: Italy: COVID-19-related attitudes and behaviours in DIY, March 2021
- Interest in DIY innovations
- Strong interest in online tutorials
- DIY areas in supermarkets could tap into move towards more localised shopping
- Innovation areas will help to explain new products
- Remote video assistance likely to continue after pandemic
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- Figure 92: Italy: interest in DIY innovations, March 2021
- Women most interested in online tutorials
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- Figure 93: Italy: interest in DIY innovations, by gender, March 2021
- Leroy Merlin shoppers most interested in online tutorials
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- Figure 94: Italy: interest in DIY innovations, by where shopped for DIY/home improvement products, March 2021
- Appendix – Data sources and abbreviations
- 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
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- Figure 95: Coicop classifications used for the Mintel market size
- Executive summary
- The market
- Consumer spending
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- Figure 96: Spain: trends in annual consumer spending on DIY and all items, 2016-20
- Sector size and forecast
- Channels of distribution
- Companies and brands
- Key metrics
- Market shares
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- Figure 97: Spain: leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2020
- Online
- The consumer
- Where they shop for DIY products
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- Figure 98: Spain: retailers used to purchase DIY products in the last 12 months, March 2021
- COVID-19 related attitudes and behaviours in DIY
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- Figure 99: Spain: COVID-19-related attitudes and behaviours in DIY, March 2021
- Interest in DIY innovations
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- Figure 100: Spain: interest in DIY innovations, March 2021
- Issues and insights
- COVID-19 brings online shopping boom
- Lockdown brings renewed interest in home improvement and doing it yourself
- The market – Key takeaways
- The economy was hit hard by the pandemic
- DIY market grew 10% in 2020
- Specialist DIY retailers decline, but much less than the retail sector as a whole
- Most spending still goes through the big sheds
- The housing market is shifting
- Consumer spending
- COVID-19 hits the economy hard
- Mintel DIY market size
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- Figure 101: Spain: DIY products – The Mintel market size (including VAT), 2016-20
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- Figure 102: Spain: Mintel DIY market size: estimated breakdown by product category, 2020
- DIY-related spending categories
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- Figure 103: Spain: consumer spending in detail (including VAT), 2016-20
- Market drivers
- Home ownership
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- Figure 104: Spain: tenure types: owners vs tenants, % of households 2011-19
- Consumer spending plans
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- Figure 105: Spain: consumers’ planned spending on housing and home, Q1 2018-Q2 2021
- Sector size and forecast
- Specialist DIY retailers sales decline, but much less than total retail sector
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- Figure 106: Spain: DIY specialists, sales (excluding VAT), 2016-20
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- Figure 107: Spain: DIY specialists, forecast sales (excluding VAT), 2021-25
- Inflation
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- Figure 108: Spain: consumer prices* of DIY-related categories, annual % change, 2015-20
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- Figure 109: Spain: consumer prices* of DIY related categories, annual % change, January 2020-March 2021
- Channels of distribution
- Companies and brands – Key takeaways
- Digital sales push helps Leroy Merlin maintain market leadership
- Strong recovery in the second-half prompts Kingfisher about-turn
- COVID-19 pandemic accelerates demise of Bricor stores
- DIY specialists’ sector sales increasingly concentrated
- Leading DIY specialists’ aggregate share falls on back of COVID restrictions
- Online DIY sales accelerate
- Leading players
- Mixed fortunes for sector’s leading specialists
- Leroy Merlin triples online sales growth
- Kingfisher’s Iberia exit U-turn
- Bauhaus tapping into tool rental opportunity
- ManoMano sales accelerate 120%
- Out-of-town location helps lift Brico Centro sales 35%
- Bricoking bets on virtual store to drive sales during COVID-19 lockdown
- Continuous losses force ECI to downsize Bricor brand
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- Figure 110: Spain: leading specialist DIY retailers: sales, 2016-20
- Leroy Merlin €67 million branch redesign and store expansion
- Bricomart opens its 29th store
- Last remaining Bricor store to close in September 2021
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- Figure 111: Spain: leading specialist DIY retailers: outlet numbers, 2016-20
- Market shares
- Leading brands tighten their grip on sector sales in 2020...
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- Figure 112: Spain: leading specialist DIY retailers’ estimated shares of all DIY specialists’ sales, 2016-20
- ...but their share of all DIY spending falls as a result of restrictions
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- Figure 113: Spain: leading retailers’ estimated share of all DIY spending, 2016-20
- Online
- Online retailing in Spain
- Shopping online
- Online sales of DIY
- Leading online players
- The consumer – Key takeaways
- 82% of consumers bought DIY products in the last year
- Older consumers fuelling the switch to buying DIY products online
- Leroy Merlin the most popular destination to purchase DIY
- Amazon the most popular online destination for DIY purchases
- Consumers put an emphasis on home improvement during COVID-19 pandemic
- Women interested in smartphone-enabled DIY innovations to assist shopping experience
- Who shops for DIY products
- Purchasing slightly higher among men than women, but females aged 16-34 are the single biggest buyers
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- Figure 114: Spain: DIY/home improvement products shoppers, by gender and age, March 2021
- Homeowners and more affluent consumers the biggest purchasers of DIY and home improvement products
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- Figure 115: Spain: DIY/home improvement products shoppers, by net monthly household income and housing situation, March 2021
- Stores remain paramount in purchasing process, albeit with reduced popularity
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- Figure 116: Spain: channels used to purchase DIY products in the past year, by age group, March 2021
- Significant shift in more at risk older consumers purchasing DIY and home improvement products online
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- Figure 117: Spain: channels used to purchase DIY products in the past year, by gender and age, March 2021
- Where they shop for DIY products
- Leroy Merlin by far the most popular DIY destination
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- Figure 118: Spain: retailers used to purchase DIY products in the last 12 months, March 2021
- Amazon ideally positioned to capitalise on shift to shopping online
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- Figure 119: Spain: retailers used to purchase DIY products in the last 12 months, in-store or online, March 2021
- Trend data
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- Figure 120: Spain: where DIY/home improvement products were bought in the last 12 months, leading specialists and non-specialists, 2017-21*
- COVID-19 related attitudes and behaviours in DIY
- Extended periods at home spark heightened appreciation of living space
- Consumers find time to carry out home improvement projects by themselves
- COVID-19 outbreak drives online buying and one-stop shopping to minimise the risk of contagion
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- Figure 121: Spain: COVID-19-related attitudes and behaviours in DIY, March 2021
- Interest in DIY innovations
- Strong appetite for online how-to tutorials
- Specialist DIY outlet areas in supermarkets
- Technology to aid the in-store shopping experience
- Assistance to help overcome the pitfalls of online shopping
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- Figure 122: Spain: interest in DIY innovations, March 2021
- Women interested in smartphone-enabled DIY shopping innovations
- Men keen on in-store DIY concessions
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- Figure 123: Spain: interest in DIY innovations, by gender, March 2021
- Appendix – Data sources and abbreviations
- Abbreviations
- Data sources
UK
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- Overview
- Key issues covered in this Report
- COVID-19: market context
- Economic and other assumptions
- Products covered in this Report
- Executive summary
- Disruption sees sharp growth across DIY retailers
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- Figure 124: Short, medium and long-term impact of COVID-19 on DIY retailing, 13 May 2021
- The market
- Market size and forecast
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- Figure 125: Total DIY/hardware specialist sector size (including VAT), 2015-25 (prepared on 14 May 2021)
- Disruption sees big-box DIY specialists regain ground
- Double-digit growth in both DIY specialist and total DIY expenditure
- Huge online growth sees gains at Amazon and leading DIY specialists
- Companies and brands
- DIY specialists’ mixed performance during COVID-19 crisis
- One-stop shopping and online fuel non-specialists’ DIY sales
- COVID-19 pandemic focuses attention on ecommerce innovation
- The consumer
- COVID-19 has seen a fundamental shift in shopping behaviours
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- Figure 126: Changes to shopping behaviour, 29 April-6 May 2021
- DIY specialists narrowly top spending
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- Figure 127: Where they shopped for DIY products, March 2021
- Online growth; but in-store remains paramount
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- Figure 128: Where they shopped for DIY products, in-store and online, March 2021
- Structure of projects remains largely consistent despite huge upheaval
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- Figure 129: Recent home improvements, March 2021
- COVID-19 opens a wave of new demand
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- Figure 130: COVID-19 and home improvements, March 2021
- Extended periods inside bring the home under the spotlight
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- Figure 131: COVID-19 and DIY attitudes, March 2021
- Two thirds of consumers still see room for improvement
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- Figure 132: Interest in innovations, March 2021
- Issues and insights
- The short-term impact from COVID-19
- Disruption changes the retailing landscape
- The long-term impact from COVID-19
- A springboard for specialists to boost engagement
- How specialists can better cater to younger and female consumers
- The opportunity for fashion-forward, trend-driven items
- The market – Key takeaways
- Double-digit growth in both specialist and total DIY expenditure
- Disruption sees big-box DIY specialists regain ground
- Huge online growth sees gains at Amazon and leading specialists
- Market size and forecast
- Disruption sees sharp growth across DIY retailers
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- Figure 133: Short, medium and long-term impact of COVID-19 on DIY retailing, 13 May 2021
- COVID-19 fallout triggers double-digit growth
- Consumers turn to DIY amid extended periods inside…
- …and the rise of flexible living
- The turn to specialists amid newfound confidence
- Polarised demand
- Continued growth moving forwards
- Longer-lasting implications of the recent landscape shift
- The need to boost engagement with younger and female consumers
- Recovery of bigger-ticket projects
- Ongoing polarisation
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- Figure 134: Consumer spending on total DIY/hardware specialist sector size (including VAT), 2015-25 (prepared on 14 May 2021)
- Figure 135: Consumer spending on total DIY/hardware specialist sector size (including VAT), 2015-25 (prepared on 14 May 2021)
- Market drivers and assumptions
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- Figure 136: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared 15 December 2020)
- Learnings from the last recession
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- Figure 137: DIY specialists’ sales (including VAT), 2007-12
- Forecast methodology
- Market segmentation
- A year of unprecedented growth for big-box…
- The need to capitalise on this moving forwards
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- Figure 138: Shed/big-box specialists’ sector size (including VAT), 2015-20
- …while disruption returns growth for smaller specialists
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- Figure 139: Other DIY/hardware stores segment (including VAT), 2015-20
- Disruption sees big-box retailers claw back some share
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- Figure 140: Estimated segmentation of DIY specialists (including VAT), 2015-20
- Consumer spending on DIY products
- Significant growth in total DIY expenditure
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- Figure 141: Consumer spending on DIY-related products, 2015-20
- Tools and equipment were at the forefront of this expenditure…
- …as higher-ticket furniture slips
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- Figure 142: Category breakdown of consumer spending on DIY-related products, 2015-20
- Mintel’s consumer spending market size
- Channels of distribution
- DIY superstores recover ground amid disruption
- Online pureplay sees greatest gains
- Grocers, discounters, generalists and garden centres gain in-store…
- …as others lose out
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- Figure 143: DIY products, estimated channels of distribution, 2020
- Online
- DIY among the biggest movers online in 2020
- Expenditure online nearly doubles
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- Figure 144: Estimated online DIY market size (ex VAT), 2016-20
- Sales grow across the board
- Amazon doubles sales growth
- Homebase growth supported by a new website
- ManoMano triples sales growth as it carves out a niche
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- Figure 145: Estimated online sales, by leading retailers, 2016-20
- Figure 146: Estimated share of DIY sales, by specialist and non-specialist DIY retailers, 2016-20
- Market drivers
- The impact of the 2021 lockdown
- House moves fall by 56.8% in April 2020…
- …before picking up sharply
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- Figure 147: Monthly UK residential property transactions, January 2018-March 2021
- Increasing numbers of homeowners
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- Figure 148: England housing tenure, 2015-19
- Low inflation encourages greater uptake amid uncertainty
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- Figure 149: Annual rate of inflation, CPI, furniture, household textiles & tools and equipment, July 2020-March 2021
- Fluctuating spending and plans reveal the polarisation of demand
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- Figure 150: Trends in home improvement work done in the last three months and plan to do in the next three months, January 2018-April 2021
- Companies and brands – Key takeaways
- DIY specialists’ mixed performance during COVID-19 crisis
- One-stop shopping and online fuel non-specialists’ DIY sales
- Leading brands’ share of sector sales and consumer spend on DIY products shrinks
- COVID-19 pandemic focuses attention on ecommerce innovation
- Sector advertising expenditure falls 47.2% year-on-year in 2020
- Kingfisher-owned B&Q and Screwfix the standout brands
- Market share
- Leading brands’ share of all DIY specialists’ sales falls in 2020
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- Figure 151: Leading DIY retailers’ estimated share of all specialists’ sales, 2016-20
- Amazon the biggest market share gainer of consumer spending on DIY in 2020
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- Figure 152: Leading retailers’ estimated share of all DIY spending, 2016-20
- Leading specialists
- B&Q revenue boosted by strong sales of building and joinery products
- Screwfix online sales up 165% as it switches to ‘online-first’ approach at the onset of the COVID-19 crisis
- Tile Giant sold after a challenging 12 months
- Toolstation’s pivot to digital trading drives revenue growth during COVID-19 pandemic
- Showroom closures and reduced demand for big installation projects hit Do-It-For-Me sales at Wickes
- Homebase back from the brink of collapse and now up for sale
- Topps Tiles launches recovery strategy after 2020 revenue slump
- C Brewer & Sons’ sales impacted by store closures and subdued trade activity
- eCommerce growth offset dampened store sales at Robert Dyas
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- Figure 153: Leading DIY specialists’ sales, 2016-20
- B&Q trying new store formats as click-and-collect sales grow
- Screwfix plans to increase the total number of outlets to over 900
- Tile Giant shutters more stores as profits tumble
- Toolstation to open 60 new stores in 2020 and plans another 60 new branches in 2021
- Wickes unveils new digitally led store concept in Cardiff
- Homebase targets urban consumers with high street store format
- Topps Tiles anticipates further store closures
- C Brewer & Sons expands store network through acquisitions
- Robert Dyas rolls out more one-stop shopping stores
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- Figure 154: Leading DIY specialists’ outlets, 2016-20
- Sales per outlet
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- Figure 155: Leading DIY specialists’ estimated sales per outlet, 2016-20
- Trading disruption from COVID-19 pandemic impacts profitability
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- Figure 156: Leading DIY specialists’ operating profit, 2016-20
- COVID-19-related costs hit operating profit margins
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- Figure 157: Leading DIY specialists’ operating profit margin, 2016-20
- Leading non-specialists
- Online and one-stop shopping behaviour drive non-specialists’ DIY sales
- Amazon now the second most popular destination for DIY/home improvement purchases
- Discounters benefit from surge in home improvement activity during COVID-19 pandemic
- Increased demand for home and furniture products drives Argos’ sales growth
- Supermarkets’ one-stop grocery and DIY shopping convenience
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- Figure 158: Leading non-specialists’ estimated DIY sales (excluding VAT), 2016-20
- Launch activity and innovation
- 90-minute DIY home delivery service
- DIY shopping anytime, anywhere
- Inspirational online DIY experiences
- Virtual DIY design service for housebound customers
- Amazon introduces augmented reality home décor feature to visualise products in situ
- Tapping into new opportunities created by the COVID-19 pandemic
- Aldi flexes its DIY muscles with budget-priced Workshop Essentials range
- ‘Green shopping aisle’ for environmentally friendly DIYers
- New DIY stores and retail concepts
- Advertising and marketing activity
- Total advertising expenditure slumps 47.2% year-on-year in 2020
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- Figure 159: Recorded above-the-line, online display and direct mail total advertising expenditure by UK DIY retailers, 2017-20
- The big three led by B&Q account for 98% of total sector advertising spend
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- Figure 160: Leading UK DIY retailers’ recorded above-the-line, online display and direct mail total advertising expenditure, 2017-20
- TV accounts for the biggest share of sector advertising expenditure
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- Figure 161: Recorded above-the-line, online display and direct mail total advertising expenditure by UK DIY retailers, by media type, 2020
- Campaign highlights
- B&Q’s new brand building campaign to reflect the role it has played in transforming homes for the past 50 years
- Wickes taps into influencer marketing with TikTok campaign
- Homebase launches major TV gardening campaign starring Gary the tortoise
- Screwfix Black Friday push and innovative cafés campaign to target on-the-go tradespeople
- Nielsen Ad Intel coverage
- Brand research
- What you need to know
- Brand map
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- Figure 162: Attitudes towards and usage of selected brands, March 2021
- Key brand metrics
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- Figure 163: Key metrics for selected brands, March 2021
- Brand attitudes: Screwfix provides a great online service and Wilko offers good value
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- Figure 164: Attitudes, by brand, March 2021
- Brand personality: B&Q accessible
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- Figure 165: Brand personality – Macro image, March 2021
- Homebase stylish, B&Q aspirational, Screwfix cutting edge and responsive
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- Figure 166: Brand personality – Micro image, March 2021
- Brand analysis
- B&Q trustworthy and accessible
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- Figure 167: User profile of B&Q, March 2021
- Screwfix an excellent experience and highly recommended
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- Figure 168: User profile of Screwfix, March 2021
- Wilko good value for money, but basic and lacking style and aspirational appeal
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- Figure 169: User profile of Wilko, March 2021
- Wickes less trustworthy and perceived as somewhat boring
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- Figure 170: User profile of Wickes, March 2021
- Homebase stylish, but expensive
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- Figure 171: User profile of Homebase, March 2021
- Reading word clouds
- The consumer – Key takeaways
- Extended periods inside open new avenues to market
- A new crossroads for leading DIY specialists
- Younger consumers are crucial in recent activity and future innovation
- The opportunity for fashion-forward, trend-driven items
- Impact of COVID-19 on consumer behaviour
- Anxiety eases slightly following third lockdown spike
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- Figure 172: Extremely worried about exposure to COVID-19/coronavirus, 4 March-6 May 2021
- A fundamental change in shopping behaviours
- Older consumers lead the shift in behaviour
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- Figure 173: Changes in shopping behaviour, by age, 29 April-6 May 2021
- The sector is buoyed by redirected spending
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- Figure 174: Spending, by sector, 29 April-6 May 2021
- Where they shop
- 76% of consumers bought DIY products in the past year
- DIY specialists narrowly top spending
- B&Q remains the standout…
- …but Amazon and grocers see the greatest gains amid disruption
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- Figure 175: Where they shopped for DIY products, 2019-21
- Non-specialists benefit from mass appeal…
- …but a number of demographic differences remain
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- Figure 176: Where they shopped for DIY products, by age and socio-economic group, March 2021
- Two thirds shop from more than one retailer
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- Figure 177: Repertoire analysis of where they shopped for DIY products, March 2021
- In-store vs online
- Online growth; but in-store remains paramount
- B&Q stands unmatched for in-store purchasing
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- Figure 178: Where they shopped for DIY products in-store, March 2020 and 2021
- Widespread gains across ecommerce
- A new opportunity for online-only DIY specialists
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- Figure 179: Where they shopped for DIY products online, March 2020 and 2021
- Recent home improvement projects
- Structure of projects remains largely consistent despite huge upheaval…
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- Figure 180: Recent home improvements, March 2020 and 2021
- …although this varies across demographics
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- Figure 181: Recent home improvements, by age and socio-economic group, March 2021
- 47% of consumers undertook two or more projects in the past year
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- Figure 182: Repertoire analysis of recent home improvements, March 2021
- COVID-19 and home improvements
- COVID-19 opens a wave of new demand
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- Figure 183: COVID-19 and home improvements, March 2021
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- Figure 184: COVID-19 and home improvements, by age, March 2021
- Transient consumers represent an untapped market for specialists
- The opportunity for fashion-forward, ‘lifestyle brands’ in home improvement
- Extended periods indoors also see newer sustainable behaviours
- Offering new opportunities for specialists in-store
- COVID-19 and DIY attitudes
- Extended periods inside bring the home under the spotlight
- Elevating the home, and particularly DIY, over other sectors
- This spotlight has extended beyond the home’s four walls
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- Figure 185: COVID-19 and DIY attitudes, March 2021
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- Figure 186: COVID-19 and DIY attitudes, by age and socio-economic group, March 2021
- COVID-19 changes how consumers shop for DIY
- Longer-lasting implications from these changes
- A mismatch between sentiment and activities among genders…
- …reveals how specialists must better cater to the female market
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- Figure 187: Agreement with COVID-19 and DIY attitudes, by gender, March 2021
- Interest in innovations
- Two thirds of consumers see room for improvement
- Online innovations hold the greater appeal…
- …as housebound consumers look for guidance and assurance
- Calls for technology which bridges the gap between stores and housebound consumers…
- …but these could also prove key to stores’ fightback in the coming year…
- Integrating online to streamline the in-store shopping experience
- Demand for multi-mission experiences in-store
- …and prove an important outlet for newer markets
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- Figure 188: Interest in innovations, March 2021
- Younger consumers spearhead dynamism
- Offering specialists a means to consolidate on recent growth in coming years
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- Figure 189: Interest in innovations, by age, March 2021
- Appendix – Data sources, abbreviations and supporting information
- Abbreviations
- Consumer research methodology
- Appendix – Market size and forecast
- Forecast methodology
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