Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- ACORN
- PRIZM
- Abbreviations
Premier Insight
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- Boom in properties abroad offers a wealth of opportunities
- Changes in the electrical safety law will enable retailers to provide an additional service
- Activity breaks
- Helping families enjoy the DIY shopping experience
Summary of Key Report Findings
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- DIY retail is now worth in the region of £12 billion
- A mature market…
- …in danger of retail saturation
- Manufacturers tempt with convenience and style
- Leisure, fashion and money saving as consumer drivers
- The various motivations for DIY produce a complex market
- The housing market and changing population demographics could alter the DIY landscape
Market Factors
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- The housing market is still the primary driving force
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- Figure 1: Average UK house prices* and average annual UK gross earnings, 1999-2003
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- Figure 2: Average UK house price, GDP and PDI Index, 1999-2003
- The buoyant remortgaging market
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- Figure 3: Loans for house purchase, remortages and further advances wiithin the UK, 1993-2003
- Home ownership will help sustain the DIY market
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- Figure 4: UK housing stock, by tenure, 1999-2003
- Long-term growth is determined by demographics
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- Figure 5: Average weekly household expenditure on home maintenance and repairs, by income, 2002/03
- Figure 6: UK population structure, by socio-economic group, 1999-2009
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- Figure 7: UK population structure, by lifestage, 1999-2009
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- Figure 8: UK population structure, by household size, 1999-2009
- Lifestyle also plays a part in influencing DIY decisions
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- Figure 9: Women in employment, 1999-2009
- Ten years of Changing Rooms
- DIY is a leisure activity, not a chore
Market Size and Trends
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- Figure 10: The DIY retail market*, at current and 1999 prices, 1999-2004
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Market Segmentation
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- Figure 11: The DIY retail market, by major product categories, 2000-04
- Building materials
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- Figure 12: Sales of building materials through DIY retailers, 1999-2004
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- Figure 13: The building materials market, by category, 2000-04
- Home decoration
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- Figure 14: Sales of home decoration products through DIY retailers, 1999-2004
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- Figure 15: Home decoration market, by product category, 2000-04
- Paint
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- Figure 16: Sales of decorative paint, by product category, 2000-04
- Tiles
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- Figure 17: Sales of tiles, by product category, 2000-04
- Wallcoverings
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- Figure 18: Sales of wallcoverings, by product category, 2000-04
- Chemicals and adhesives
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- Figure 19: Sales of chemicals and adhesives, by product category, 2000-04
- Woodcare
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- Figure 20: Sales of woodcare products, by product category, 2000-04
- Tools and hardware
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- Figure 21: Sales of tools and hardware through DIY retailers, 1999-2004
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- Figure 22: Segments of the tools and hardware category, 2000-04
- Figure 23: DIY tools, by product category, 2000-04
- Other products sold through DIY retailers
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- Figure 24: Sales of other products through DIY retailers, 1999-2004
- Figure 25: Segments of the ‘other products’ category, 2000-04
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The Supply Structure
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- Distribution channels and background to the multiples
- Market shares and major multiple profiles
- B&Q (Kingfisher)
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- Figure 26: Kingfisher: DIY sales, 2000-04
- Focus Wickes
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- Figure 27: Focus Wickes sales, 1999-2003
- Homebase
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- Figure 28: Homebase financial results, 2000-04
- Other DIY retailers
The Consumer
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- Who does DIY?
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- Figure 29: Participants in DIY, August 2004
- Participation in decorating
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- Figure 30: Participation in decorating, by gender, age, socio-economic group and working status, August 2004
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- Figure 31: Participation in decorating, by tenure, region, area and ACORN categories, August 2004
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- Figure 32: Participation in decorating, by detailed lifestage groups, marital status and household size, August 2004
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- Figure 33: Participation in decorating, by media usage, commercial TV viewing and supermarket usage, August 2004
- DIY participation
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- Figure 34: Participation in DIY, by gender, age, socio-economic group and working status, August 2004
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- Figure 35: Participation in DIY, by tenure, region, area and ACORN categories, August 2004
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- Figure 36: Participation in DIY, by detailed lifestage groups, marital status and household size, August 2004
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- Figure 37: Participation in DIY, by media usage, commercial TV viewing and supermarket usage, August 2004
- What DIY tasks do consumers do?
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- Figure 38: DIY tasks undertaken, 2002 and 2004
- Where do consumers shop for DIY materials and equipment?
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- Figure 39: DIY specialist stores used in the last 12 months, by PRIZM groups, 2004
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- Figure 40: Variety stores used in the last 12 months, by PRIZM groups, 2004
The Consumer – Consumer Attitudes and Targeting Opportunities
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- Why do people decorate and DIY?
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- Figure 41: Motivations for DIY and decorating, by participation in decorating/DIY, August 2004
- What are DIYers planning to do next?
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- Figure 42: Specific future projects for the next 12 months, by participation in decorating/DIY, August 2004
- General consumer attitudes towards decorating and DIY
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- Figure 43: Agreement with DIY and home lifestyle statements, 2004
- Target groups
- Style Conscious (34% of the sample or 16.4 million adults)
- DIY Enthusiasts (33% of the sample or 16.1 million adults)
- Uninterested/Reluctant DIYers (33% of the sample or 16.1 million adults)
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- Figure 44: Consumer target groups, by gender, age, socio-economic group and working status, 2004
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- Figure 45: Consumer target groups, by region and lifestage, 2004
- Target groups by what they do
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- Figure 46: Consumer target groups, by DIY tasks undertaken, 2004
- Consumer target groups by amount spent
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- Figure 47: Consumer target groups, by amount spent on DIY materials, 2004
The Future
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- 2005 – at last, a slowdown?
- Game, set and match – B&Q?
- Expanding product lines is the way forward
- Keeping an eye on changing demographics
- DFY – a major new trend among busy consumers?
Forecast
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- Figure 48: Forecast of the DIY retail market, 2004-09
- Figure 49: Projected index growth rates, at current prices, 2004-09
- Factors incorporated in the forecast
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