France DIY Retailing Market Report 2022
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Report Summary
“The French DIY market has seen two exceptional years of growth as a result of the COVID-19 pandemic and is well placed to capitalise on the ongoing focus amongst consumers on their home environment. Although we expect the cost of living crisis to hold back growth in 2022, there are many opportunities for retailers that are prepared to innovate and think outside the box. Retailers should look to build relationships with new DIYers, who are enthusiastic but lack skills, with services that can help DIWM (do-it-with-me).
Rising energy prices and government support for energy-efficient home improvements, will rouse interest in ways to save energy and make running a home more efficient, while concerns about sustainability will filter through into buying decisions in many categories. Some retailers are developing platforms for customers to find appropriate experts and tradespeople, using trust and loyalty to their brand to give people confidence to take on projects. Future success may require a hybrid model, where professional services are combined with selling DIY products and teaching customers how to use them”
– Natalie Macmillan, Senior European Retail Analyst, June 2022
This Report looks at the following areas:
- The impact of COVID-19 on the DIY retailing sector and how it is recovering from this
- The impact of rising living costs on French consumers and how this is affecting the DIY retailing sector
- The winners and losers in the DIY retailing sector as we emerge into the post-COVID recovery phase
- How people shop for DIY and which retailers they use
- Changes to consumer attitudes and priorities as a result of the pandemic
- Interest in a variety of DIY related services and innovations among DIY shoppers
Table of Contents
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Overview
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- Key issues covered in this Report
- Market context
- Areas covered in this Report
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- Figure 1: Coicop classifications used for the Mintel market size
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Executive Summary
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- The five-year outlook for DIY Retailing
- Figure 2: DIY Retailing outlook, 2022-27
- The market
- DIY spending reached €31.5 billion in 2021
- Figure 3: France: DIY products – the Mintel market size (including VAT), 2016-21
- A buoyant housing market and state support for energy-efficiency
- But the cost of living could hold back growth in 2022
- DIY retailers have thrived over the last two years
- Figure 4: France: DIY specialists, sales (excluding VAT), 2016-23
- The consumer
- Figure 5: France: engagement in DIY shopping, by monthly income bracket and housing tenure, 2022
- Online shopping for DIY has strengthened
- Figure 6: France: demographics of online DIY shoppers, 2021 and 2022
- Leroy Merlin has a clear lead
- Figure 7: France: Retailers used to purchase DIY products in the last 12 months, in-store or online, 2022
- Confidence in DIY has increased
- Figure 8: France: agreement with statements about COVID-19/coronavirus outbreak and purchasing items for DIY/home improvements, 2022
- Opportunities in “Do-It-With-Me”
- Second-hand could be a new revenue stream
- Security when hiring a professional
- Figure 9: France: interest in DIY/home improvement innovations/enhancements, 2022
- Companies and brands
- Leroy Merlin dominates the retail sector
- Figure 10: France: Leading specialist DIY retailers: shares of all DIY specialists’ sales, 2021
- New store formats
- The pandemic has boosted online shopping
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Issues and Insights
- How can DIY retailers help consumers through the cost of living crisis?
- Are DIY retailers lagging behind on sustainability?
- How can DIY retailers help consumers through the cost of living crisis?
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Market Size and Performance
- DIY spending reached €31.5 billion in 2021
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- Figure 11: France: DIY products – the Mintel market size (including VAT), 2017-21
- DIY spending reached €31.5 billion in 2021
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Retail Sector Size and Forecast
- DIY retailers have thrived over the last two years
- Figure 12: France: DIY specialists, sales (excluding VAT), 2017-23
- DIY retailers have thrived over the last two years
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Channels to Market
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Market Drivers
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- Ukraine represents a shock to the French economy
- The government’s shield on energy price rises
- Figure 13: France: Key economic projections, % annual change, 2019-24
- Employment has been resilient
- Prices of DIY and building materials are rocketing
- Figure 14: France: Consumer prices* of DIY-related categories, annual % change, 2017-21
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- Figure 15: France: Consumer price inflation (HICP*) of DIY-related categories, annual % change, 2020-22
- Consumer confidence has slipped from its recent high point
- Figure 16: France: trends in levels of consumer confidence*, 2020-22
- People are increasingly worried about the cost of living
- Figure 17: France: Consumer concerns about household finances, 2022
- The conflict in Ukraine will hurt French consumers
- Figure 18: France: Expected impact of the Ukraine crisis on French Consumers, 2022
- The housing market – demand is driving higher prices
- State aid to promote energy efficient home improvement
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The Consumer
- Who buys DIY products
- Fewer people shopped for DIY in 2021
- An opportunity to sell more to younger women
- Figure 19: France: engagement in DIY shopping, by gender and age, 2022
- Homeowners and the more affluent shop most
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- Figure 20: France: engagement in DIY shopping, by monthly income bracket and housing tenure, 2022
- Dads are big spenders
- Figure 21: France: engagement in DIY shopping, by life stage and parental status, 2022
- Online shopping for DIY has strengthened
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- Figure 22: France: demographics of online DIY shoppers, 2021 and 2022
- Specialists remain the most popular place to shop
- Leroy Merlin has a clear lead
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- Figure 23: France: Retailers used to purchase DIY products in the last 12 months, in-store or online, 2022
- Trend data
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- Figure 24: France: percentage of shoppers using leading specialist DIY retailers, 2018-22*
- Amazon is behind Leroy Merlin online
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- Figure 25: France: Retailers used to purchase DIY products in the last 12 months, in-store or online, 2022
- Hypermarkets and generalist online retailers most popular amongst women
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- Figure 26: France: Retailers used to purchase DIY products in the last 12 months, in-store or online, by gender, 2022
- Leroy Merlin appeals to older shoppers…
- Figure 27: France: Retailers used to purchase DIY products in the last 12 months, in-store or online, by age, 2022
- ….and the more affluent
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- Figure 28: France: Retailers used to purchase DIY products in the last 12 months, in-store or online, by age, 2022
- The impact of COVID-19 on DIY/home improvement behaviours and spending
- Consumers are increasingly confident in their DIY skills
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- Figure 29: France: agreement with statements about COVID-19/coronavirus outbreak and purchasing items for DIY/home improvements, 2022
- A shift in priorities could take spend away from DIY
- Interest in DIY/home improvement innovations/enhancements
- Figure 30: France: interest in DIY/home improvement innovations/enhancements, 2022
- Help keen but inexperienced consumers to help themselves
- Figure 31: France: interest in DIY/home improvement innovations/enhancements, beginners’ ranges, 2022
- Second-hand could be a new revenue stream
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- Figure 32: France: interest in DIY/home improvement innovations/enhancements, second hand, 2022
- Potential for “do it with me”
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- Figure 33: France: agreement with statements about COVID-19/coronavirus outbreak and purchasing items for DIY/home improvements, remote guidance, 2022
- Security when hiring a professional
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- Figure 34: France: agreement with statements about COVID-19/coronavirus outbreak and purchasing items for DIY/home improvements, network of tradesmen, 2022
- Who buys DIY products
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Companies and Brands
- Leading players
- Synergies between Leroy Merlin and Weldom sustain growth at Adeo
- Recovery continuing at Kingfisher
- Ambitions grow at Les Mousquetaires as it assimilates BricoPrivé
- Mr Bricolage benefiting from localism trend
- Figure 35: France: Leading specialist DIY retailers: sales, 2017-21
- Figure 36: France: Leading specialist DIY retailers: outlet numbers, 2017-21
- Leading players
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Market Shares
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- Figure 37: France: Leading specialist DIY retailers: shares of all DIY retailers sales, 2017-21
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Online
- Online activity
- Online sales of DIY
- Leading online players
- Online activity
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Appendix: Data Sources, Consumer Research Methodology and Abbreviations
- Abbreviations
- Consumer research methodology
- Data sources
- Abbreviations
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