Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research definitions
- Market segmentation definitions
- Consumer research
- ACORN
- Abbreviations
Premier Insight
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- DIY packs and helplines
- A pleasurable experience?
Summary of Key Report Findings
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- An inevitable slowdown
- Avoiding spending decisions
- Paths towards diversification
- But concentration on home improvement
- DIY still important as a consumer activity
- Many lifestyle reasons for DIY activity
- Opportunities in a slow-growth market
Market Factors
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- PDI and consumer expenditure
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- Figure 1: Trends in personal disposable income and consumer expenditure, 2000-10
- House prices and MEW
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- Figure 2: UK house price inflation, 1980-2004
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- Figure 3: Mortgage Equity Withdrawal, 2000-05
- Figure 4: Household stock, by tenure, 2000-05
- Population, affluence and home ownership
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- Figure 5: Forecast adult population trends, by socio-economic group, 2000-10
- Household structures and house building
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- Figure 6: UK population structure, by household size, 2000-10
- Lifestyle factors and media influences
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- Figure 7: DIY in the home in the last 12 months, 2000-05
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- Figure 8: Types of DIY undertaken, 2000-05
Market Size and Trends
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- Figure 9: The specialist DIY retail market*, at current and 2000 prices, 2000-05
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Market Segmentation
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- Figure 10: The DIY retail market through specialist DIY retailers, by major product categories, 2001-05
- Building materials
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- Figure 11: Sales of building materials through specialist DIY retailers, at current and 2000 prices, 2000-05
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- Figure 12: The building requisites market through specialist DIY retailers, by category, 2001-05
- Home decoration products
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- Figure 13: Sales of home decoration products through specialist DIY retailers, at current and 2000 prices, 2000-05
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- Figure 14: Home decoration market through specialist DIY retailers, by product category, 2001-05
- Tools
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- Figure 15: Sales of power and hand tools through specialist DIY retailers, at current and 2000 prices, 2000-05
- Other products sold through DIY retailers
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- Figure 16: Sales of hardware and miscellaneous products through specialist DIY retailers, at current and 2000 prices, 2000-05
- Figure 17: Sales of hardware and miscellaneous products through specialist DIY retailers, by category, 2001-05
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The Supply Structure
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- Figure 18: Leading multiple DIY specialists, 2006
- Kingfisher plc (B&Q, Screwfix)
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- Figure 19: Kingfisher DIY sales, 2001-05
- Homebase
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- Figure 20: Homebase financial results, 2000-05
- Wickes (Travis Perkins)
- Focus
- Other DIY retailers
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The Consumer
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- DIY: the consumer base
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- Figure 21: Levels of participation in decorating and DIY, 2002-05
- Participation in decorating by demographics
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- Figure 22: Levels of participation in decorating, by gender, age and socio-economic group, October 2005
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- Figure 23: Levels of participation in decorating, by detailed lifestage groups, marital status and household size, October 2005
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- Figure 24: Levels of participation in decorating, by tenure, region, area and ACORN category, October 2005
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- Figure 25: Levels of participation in decorating, by media, Internet and supermarket usage and commercial TV viewing, October 2005
- Participation in DIY by demographics
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- Figure 26: Levels of participation in DIY, by gender, age and socio-economic group, October 2005
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- Figure 27: Levels of participation in DIY, by detailed lifestage groups, marital status and household size, October 2005
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- Figure 28: Levels of participation in DIY, by tenure, region, area and ACORN category, October 2005
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- Figure 29: Levels of participation in DIY, by media, Internet and supermarket usage and commercial TV viewing, October 2005
Consumer Attitudes and Targeting Opportunities
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- Motivations for decorating, DIY and home improvements
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- Figure 30: Motivations for DIY and decorating, October 2005
- Motivations towards DIY and decorating, by participation
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- Figure 31: Motivations for decorating and DIY, by participation in decorating, October 2005
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- Figure 32: Motivations towards DIY, by participation in DIY, October 2005
- General consumer attitudes towards decorating and DIY
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- Figure 33: Attitudes towards decorating and DIY, October 2005
- Attitudes towards decorating and DIY, by participation
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- Figure 34: Attitudes towards decorating and DIY, by participation in decorating, October 2005
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- Figure 35: Attitudes towards decorating and DIY, by participation in DIY, October 2005
- Motivations towards decorating and DIY, by attitudes towards such home improvements
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- Figure 36: Attitudes towards decorating and DIY, by most popular motivations, October 2005
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- Figure 37: Attitudes towards decorating and DIY, by next most popular motivations, October 2005
- Repertoire of motivations towards DIY/decorating
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- Figure 38: DIY/decorating repertoire, by motivations towards decorating and DIY, October 2005
- DIY/decorating targeting opportunities
- Home Improvement Enthusiasts (38% of the population or 18.11 million people)
- Part Timers (23% of the population or 10.28 million people)
- DIY Avoiders (18% of population or 8.83 million people)
- Low Priority (21% of the population or 9.65 million people)
- DIY/decorating target groups by demographics
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- Figure 39: DIY/decorating target groups, by gender, age and socio-economic group, October 2005
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- Figure 40: DIY/decorating target groups, by lifestage and marital status, October 2005
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- Figure 41: DIY/decorating target groups, by tenure, region, area and ACORN category, October 2005
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- Figure 42: DIY/decorating target groups, by media, supermarket usage and commercial TV viewing, October 2005
- Target groups by levels of participation
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- Figure 43: DIY/decorating target groups, by levels of participation in decorating and DIY, October 2005
- Target groups’ motivations towards decorating and DIY
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- Figure 44: DIY/decorating target groups, by motivations towards decorating and DIY, October 2005
- Target groups’ attitudes towards decorating and DIY
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- Figure 45: DIY/decorating target groups, by attitudes towards decorating and DIY, October 2005
- Optimum targeting
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- Figure 46: CHAID analysis of participation in DIY/decorating, October 2005
Consumer Attitudes and Targeting Opportunities – Detailed Demographics
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- Most popular types of motivations
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- Figure 47: Most popular motivations for decorating and DIY, by gender, age, and socio-economic group, October 2005
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- Figure 48: Most popular motivations for decorating and DIY, by detailed lifestage groups, marital status and household size, October 2005
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- Figure 49: Most popular motivations for decorating and DIY, by tenure, region, area and ACORN category, October 2005
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- Figure 50: Most popular motivations for decorating and DIY, by media, Internet and supermarket usage and commercial TV viewing, October 2005
- Next most popular types of motivations
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- Figure 51: Next most popular motivations for decorating and DIY, by gender, age and socio-economic group, October 2005
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- Figure 52: Next most popular motivations for decorating and DIY, by detailed lifestage groups, marital status and household size, October 2005
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- Figure 53: Next most popular motivations for decorating and DIY, by tenure, region, area and ACORN category, October 2005
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- Figure 54: Next most popular motivations for decorating and DIY, by media, Internet and supermarket usage and commercial TV viewing, October 2005
- Most popular attitudes
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- Figure 55: Most popular attitudes towards decorating and DIY, by gender, age and socio-economic group, October 2005
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- Figure 56: Most popular attitudes towards decorating and DIY, by detailed lifestage groups, marital status and household size, October 2005
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- Figure 57: Most popular attitudes towards decorating and DIY, by tenure, region, area and ACORN category, October 2005
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- Figure 58: Most popular attitudes towards decorating and DIY, by media, Internet and supermarket usage and commercial TV viewing, October 2005
- Next most popular attitudes
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- Figure 59: Next most popular attitudes towards decorating and DIY, by gender, age and socio-economic group, October 2005
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- Figure 60: Next most popular attitudes towards decorating and DIY, by detailed lifestage groups, marital status and household size, October 2005
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- Figure 61: Next most popular attitudes towards decorating and DIY, by tenure, region, area and ACORN category, October 2005
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- Figure 62: Next most popular attitudes towards decorating and DIY, by media, supermarket usage and commercial TV viewing, October 2005
The Future
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- Coming to terms with the slowdown
- DIY leaders to remain firmly in place
- Bringing professional and amateur closer
- The housing market: difficult to predict
- On-the-surface changes have increasing appeal
- A changing market
Scenario-based Forecast
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- Scenario 1: Static
- A cyclical DIY market
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- Figure 63: Static population forecast of consumer typologies, 2005 and 2010
- Scenario 2: Optimistic
- The DIY market is forecast to rise
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- Figure 64: Optimistic population forecast of consumer typologies, 2005 and 2010
- Scenario 3: Pessimistic
- The DIY market is forecast to fall
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- Figure 65: Pessimistic population forecast of consumer typologies, 2005 and 2010
- Recommendations
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