Table of Contents
Issues in the Market
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- Key themes
- Definition
- Abbreviations
Insights and Opportunities
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- Developing a DIY skills base
- Keeping things simple
- Saving money and protecting the planet
- Focusing on results
Market in Brief
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- Tough market
- Housing market still a major influence
- Fading interest but core of enthusiasts
- Trading up
- Skill and confidence level key
- Differentiation between home decoration and home improvement
- Favourable trends in some sectors
- Fashion being used to motivate
- Interest in results continues
- New opportunities through greener living
Fast Forward Trends
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- Trend 1: Cool Consumer
- Definition
- What next?
- Trend 2: New Age Wellness
- Definition
- What next?
Internal Market Environment
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- Key points
- Types of DIY task being undertaken
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- Figure 1: DIY tasks undertaken, 2002-07
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- Figure 2: Any DIY undertaken in last 12 months, by demographic sub-group, 2007
- Changing attitudes towards DIY
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- Figure 3: Attitudes towards DIY, 2002-07
- Shift from DIY to DFY
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- Figure 4: Consumer spending on services and materials for repair and maintenance of dwellings, 2002-06
- Potential for projects still exists
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- Figure 5: Number of bathrooms in the home, 2002-07
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- Figure 6: Ownership of a loft conversion or conservatory/sun lounge, 2002-07
- Importance of fashion
- DIY pricing
Broader Market Environment
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- Key points
- PDI and consumer expenditure
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- Figure 7: PDI and consumer expenditure, at current prices, 2002-12
- Consumer confidence
- Growing numbers of affluent consumers
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- Figure 8: Adult population trends, by socio-economic group, 2002-12
- Too old to DIY?
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- Figure 9: UK population, by age, 2002-12
- Housing market
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- Figure 10: House prices, transactions and average number of years between moves, 2002, 2007 and 2012
- Housing equity withdrawal
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- Figure 11: Housing equity withdrawal, 2006-07
- House prices
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- Figure 12: Quarterly average house prices in UK, 1991-2007
- Home ownership equates to home investment
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- Figure 13: Household tenure, 2002-12
- Home Information Packs (HIPS)
- Households
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- Figure 14: Number of UK households, by household size, 2002-12
Competitive Context
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- Key points
- Spending priorities
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- Figure 15: Expenditure priorities, 2006-08
- Better things to do
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- Figure 16: Penetration of selected in-home leisure activities, 2002 and 2006
- Competitive areas of spend
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- Figure 17: Estimated spending on other areas versus DIY, 2002-07
- Garden improvements
- Holiday expenditure
- Eating out expenditure
- Video games and DVDs
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Making DIY aspirational again
- Environmentally sound
- Easier and easier
- Technological developments
- Getting serious about DIY
Market Size and Forecast
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- Key points
- Retail sales through DIY specialists
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- Figure 18: The specialist DIY retail market*, at current and constant 2007 prices, 2002-12
- The future
Segment Performance
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- Key points
- Building materials
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- Figure 19: Estimated consumer spending on building materials, at current and constant 2002 prices, 2002-07
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- Figure 20: Estimated consumer spending on building materials, by category, 2003-07
- Home decoration products
- Paint
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- Figure 21: Estimated consumer spending on home decoration products, at current and constant 2002 prices, 2002-07
- Wallcoverings
- Tiles
- Chemicals
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- Figure 22: Estimated consumer spending on home decoration products, by product category, 2003-07
- Tools
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- Figure 23: Estimated consumer spending on power and hand tools, at current and constant 2002 prices, 2002-07
- Other DIY products
Companies and Brands
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- Key points
- Own brand
- Building materials
- Home decoration
- Paint
- Wallpaper
- Tiles
- Adhesives, sealants etc
- Decorating sundries
- Power and hand tools
- Power tools
- Hand tools
- Other DIY products
- DIY distribution
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- Figure 24: UK: Big four DIY retailers’ market shares (including trade sales), 2006/07
- B&Q
- Homebase
- Wickes
- Focus
- Other players
Brand Communication and Promotion
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- Key points
- Advertising spend versus sales
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- Figure 25: Main media advertising expenditure on DIY supplies, 2003-07
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- Figure 26: Main media advertising on DIY supplies, 2003-07
- Where is the money being spent?
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- Figure 27: Main media sdvertising on DIY supplies – top ten spenders, by media, 2007
Do It Yourself or Do It For Me
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- Key points
- Balance of project intentions
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- Figure 28: Home improvement projects consumers expect to pay someone else to do or carry out themselves in the next three years, November 2007
- Who wants help?
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- Figure 29: Projects consumers expect to pay someone else to carry out in the next three years, by Mintel’s Special Groups, November 2007
- Broad types of task requiring help
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- Figure 30: Home improvement projects consumers expect to pay someone to carry out in next three years, by gender, age, socio-economic group, lifestage and tenure, November 2007
- Who is still doing it for themselves?
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- Figure 31: Projects consumers expect to carry out themselves in the next three years, by Mintel’s Special Groups, November 2007
- What broad types of task are still DIY jobs?
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- Figure 32: Home improvement projects consumers expect to carry out themselves in the next three years, by gender, age, socio-economic group, lifestage and tenure, November 2007
- Number of project intentions
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- Figure 33: Number of home improvement projects consumers expect to carry out themselves or pay someone to do in the next three years, November 2007
Reasons for Doing DIY
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- Key points
- Main motivators for DIY and decorating
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- Figure 34: Motivations for DIY and decorating, October 2005 and September 2007
- Fresh new looks
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- Figure 35: Motivations for DIY and decorating, by gender and age group, September 2007
- Moving house, changing rooms
Attitudes Towards DIY
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- Key points
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- Figure 36: Attitudes towards DIY and home improvements, November 2007
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- Figure 37: Attitudes towards DIY and home improvements, September 2007
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- Figure 38: Attitudes towards DIY and home improvements, by gender, Sept/Nov 2007
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- Figure 39: Attitudes towards DIY and home improvements, by Mintel’s Special Groups, September 2007
Consumer Typologies
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- Key points
- Identifying targets
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- Figure 40: DIY consumer typologies, November 2007
- Need offers!
- Cost of products and DIY services are a key point
- DIY-crazy
- Potential in decorating and soft DIY
- Need ideas!
- How to improve
- Non-DIYs
- Non-DIYs still want some jobs done
- Who does DIY and who pays?
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- Figure 41: Project intentions over the next three years, by DIY typologies, November 2007
Appendix – Internal Market Environment
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- Figure 42: Interest rates, 2001-07
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Appendix – Do It Yourself or Do It For Me
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- Figure 43: Home improvement projects expect to pay someone else to carry out in the next three years, by demographic sub-group, November 2007
- Figure 44: Home improvement projects expect to pay someone else to carry out in the next three years, by demographic sub-group, November 2007
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- Figure 45: Home improvement projects expect to pay someone else to carry out in the next three years, by demographic sub-group, November 2007
- Figure 46: Home improvement projects consumers expect to carry out themselves in the next three years, by demographic sub-group, November 2007
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- Figure 47: Home improvement projects consumers expect to carry out themselves in the next three years, by demographic sub-group, November 2007
- Figure 48: Home improvement projects consumers expect to carry out themselves in the next three years, by demographic sub-group, November 2007
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- Figure 49: Number of home improvement projects consumers expect to pay someone else to carry out in the next three years, by deomographic sub-group, November 2007
- Figure 50: Number of home improvement projects consumers expect to carry out themselves in the next three years, by demographic sub-group, November 2007
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Appendix – Reasons for Doing DIY
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- Figure 51: Motivations for DIY and decorating, by demographic sub-group, September 2007
- Figure 52: Motivations for DIY and decorating, by demographic sub-group, September 2007
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Appendix – Attitudes Towards DIY
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- Figure 53: Attitudes towards DIY and home improvements, by demographic sub-group, November 2007
- Figure 54: Attitudes towards DIY and home improvements, by demographic sub-group, November 2007
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- Figure 56: Attitudes towards DIY and home improvements, by demographic sub-group, September 2007
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Appendix – Consumer Typologies
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- Figure 57: DIY typologies, by demographic sub-group, November 2007
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