Table of Contents
Introduction
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- What is a DIY store?
- Financial definitions
- Abbreviations
Issues in the Market
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- Why has the DIY market been so weak in recent years?
- Are there any chances of a recovery?
- But aren’t people spending more time at home and going on holiday less?
- So what happened to the trend to “Do it for me”
- So surely the ageing population is bad news for the DIY sector?
- The superstores have seemingly had it all their own way – isn’t it time there was more DIY on the high street?
- In a mature market the battle over the next few years will be for market share. So what will attract customers?
Future Opportunities
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- Trend: Resilience
- Trend: Green Technology
Executive Summary
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- Boom and bust
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- Figure 1: DIY retailers sales, 2005-15
- Market sizes
- Negative factors
- The economy
- The housing market
- Double whammy
- Falling interest
- The recession is not all bad news
- Ageing population
- Where people buy DIY
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- Figure 2: Profile of DIY store customers, December 2010
- Plans for 2011
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- Figure 3: Profile of those with or without home improvement plans, December 2010
- Consumer attitudes
- Consumer typologies
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- Figure 4: Profile of customer typologies, December 2010
- Leading players
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- Figure 5: DIY retailers share of sales of all DIY retailers, 2010
- Where next?
- What sort of recovery?
- Stores
Broader Market Environment
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- Key points
- The economy
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- Figure 6: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
- Figure 7: GDP, PDI, consumer expenditure and savings, at constant 2010 prices, 2005-15
- Implications for retail sales
- Consumer confidence
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- Figure 8: Gfk NOP consumer confidence index, 1997-2010 (Dec)
- The population time bomb
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- Figure 9: Trends and projections in the UK population (‘000s), by age group, 2005, 2010 and 2015
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- Figure 10: UK population aged 15 to 64, 2005-15
- The housing market
- House prices
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- Figure 11: UK house prices, 1991-2010
- Figure 12: UK house prices, 2006-10
- Affordability – more so than a couple of years ago
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- Figure 13: First time buyers affordability index, 1983-2010 (Q3)
- Housing transactions
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- Figure 14: Property transactions, 1977-2010 (Q3)
Competitive Context
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- Key points
- Total consumer spending
- Housing turnover holds back demand
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- Figure 15: UK: Consumer spending, 2006-10
- DIY-related categories
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- Figure 16: UK: Main DIY product categories recent performance, 2010
- Figure 17: UK: Consumer spending on DIY-related categories, 2006-10
- The DIY market size
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- Figure 18: UK: DIY market size estimate, 2006-10
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- You can do it centres
- Customisation
- Smaller stores
Sector Size and Forecast
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- Key points
- The future
- Short term
- Medium term
- Forecast methodology
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- Figure 19: DIY retailers sales, 2005-15
- The forecast
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- Figure 20: Sales by DIY retailers, 2005-15
- Figure 21: DIY retailers sales as % all retail sales, 2005-15
Retailer Competitor Analysis
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- Key points
- Internet
- Online specialists
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- Figure 22: Visits to DIY retailing sites, September-November, 2010
- Leading retailers
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- Figure 23: DIY retailers, leading players, 2010
- Trade sales
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- Figure 24: Leading DIY retailers: Estimated trade share of sales, 2010
- Market shares
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- Figure 25: DIY retailers share of sales of all DIY retailers, 2010
Advertising and Promotion
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- Key points
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- Figure 26: Leading DIY retailers advertising expenditure, 2007-09
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- Figure 27: DIY retailers: Advertising channels used, 2009
- Figure 28: DIY retailers: Advertising channel used, 2009
Brand Elements
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- Brand map
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- Figure 29: Attitudes towards and visitation of DIY retail stores, January 2011
- Brand attitudes
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- Figure 30: Attitudes, by DIY retail store, January 2011
- Brand personality
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- Figure 31: DIY retail store personality – macro image, January 2011
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- Figure 32: DIY retail store personality – micro image, January 2011
- Correspondence analysis
- Brand experience
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- Figure 33: DIY retail store visitation, January 2011
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- Figure 34: Satisfaction with various DIY retail stores, January 2011
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- Figure 35: Consideration of DIY retail stores, January 2011
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- Figure 36: Consumer perceptions of current DIY retail store performance, January 2011
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- Figure 37: DIY retail store recommendation – Net Promoter Score, December 2010
- Brand index
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- Figure 38: DIY retail store brand index, January 2011
- Target group analysis
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- Figure 40: Target groups, January 2011
- Group One – The Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – The Individualists
Who Does DIY and Where Do Consumers Shop?
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- Key points
- DIY losing popularity
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- Figure 42: Home decorating or other DIY work in the last 12 months, 2005-10
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- Figure 43: Trends in agreement with DIY and home, GB, 2005-09
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- Figure 44: Profile of attitudes to DIY and the home, 2010
- Where do people buy DIY?
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- Figure 45: Where people shop for DIY, December 2010
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- Figure 46: Profile of DIY store customers, December 2010
- Outlets used
- Key points
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- Figure 47: Repertoire of DIY retailers bought from in last 12 months, December 2010
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- Figure 48: DIY retailers bought from in last 12 months, by repertoire of DIY retailers bought from in last 12 months, December 2010
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- Figure 49: Profile of shoppers, by number of outlets used, December 2010
The Consumer – Plans for 2011
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- Key points
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- Figure 50: DIY plans for 2011, December 2010
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- Figure 51: Profile of those with or without home improvement plans, December 2010
- DIY plans and DIY retailers used
- DIY retailers bought from in last 12 months by DIY plans for 2011
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- Figure 52: DIY retailers bought from in last 12 months, by DIY plans for 2011, December 2010
Consumer Attitudes to DIY
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- Key points
- Attitudes to DIY retailers
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- Figure 53: Attitudes to DIY retailers, December 2010
- DIY and the recession
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- Figure 54: Attitudes to DIY and the recession, December 2010
- Getting advice
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- Figure 55: Attitudes to getting advice, December 2010
- Attitudes to the retailers
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- Figure 56: Attitudes to stores and staff, December 2010
- Eco-friendly products
- Attitudes by retailer used
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- Figure 57: DIY retailers bought from in last 12 months, by most popular attitudes to DIY retailer, December 2010
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- Figure 58: DIY retailers bought from in last 12 months, by next most popular attitudes to DIY retailer, December 2010
- Retailer used by attitudes
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- Figure 59: Attitudes to DIY retailer, by most popular DIY retailers bought from in last 12 months, December 2010
- Consumer typologies
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- Figure 60: Mintel DIY consumer typologies, December 2010
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- Figure 61: Profile of consumer typologies, December 2010
- Retailers used by each typology
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- Figure 62: DIY retailers bought from in last 12 months, by target groups, December 2010
Focus Group
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- Figure 63: Focus Group: Sales as share of DIY retailers’ sales in the UK, 2005-09
- Strategic evaluation
- Recent history
- Financial performance
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- Figure 64: Focus Group: Group financial performance, 2005/06-2009/10
- Store portfolio
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- Figure 65: Focus Group: Outlet data, 2005/06-2009/10
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- Figure 66: Focus: Consumer profile – demographics, 2010
- Figure 67: Focus: Consumer profile – location, 2010
- Figure 68: Focus: Consumer profile – ACORN group, 2010
- Retail offering
- e-commerce and home shopping
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- Figure 69: Focus DIY: Profile of online shoppers, three-month average to November 2010
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Homebase Ltd
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- Figure 70: Homebase Ltd: Sales as share of DIY retailers’ sales in UK, 2005-10
- Strategic evaluation
- Recent history
- Financial performance
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- Figure 71: Homebase Ltd: Group financial performance, 2005/06-2009/10
- Store portfolio
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- Figure 72: Homebase Ltd: Outlet data, 2005/06-2009/10
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- Figure 73: Homebase sales area, February 2010
- Consumer profile
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- Figure 74: Homebase: Consumer profile – Demographics, 2010
- Figure 75: Homebase: Consumer profile – Regional representation, 2010
- Figure 76: Homebase: Consumer profile – ACORN grouping, 2010
- Retail offering
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- Figure 77: Homebase: Sales mix, 2009/10
- Showroom
- Installation
- Argos
- e-commerce and home shopping
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- Figure 78: Homebase: Online customer profile, 2010
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Kingfisher Group
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- Figure 79: Kingfisher Group: Sales as share of DIY retailers’ sales in Europe, 2005-10
- Strategic evaluation
- History
- Financial performance
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- Figure 80: Kingfisher Group: Group financial performance, 2005/06-2010/11
- Figure 81: B&Q: Sales as share of DIY retailers’ sales in UK, 2005-10
- Store portfolio
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- Figure 82: Kingfisher Group: Outlet data, 2006-10
- Consumer profile
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- Figure 83: B&Q: Consumer Profile – Demographics, 2010
- Figure 84: B&Q: Consumer profile – Regional representation, 2010
- Figure 85: B&Q: Consumer profile – ACORN grouping, 2010
- Retail offering
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- Figure 86: B&Q, Castorama, sales mix, 2010
- Operations
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- Figure 87: Proportion of own brand sales, 2010
- Trade
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- Figure 88: Kingfisher UK and France, proportion of trade sales, 2010
- e-commerce and home shopping
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- Figure 89: B&Q(UK) profile of internet customers
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Wickes (including Tile Giant)
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- Figure 90: Wickes: Sales as share of DIY retailers’ sales in UK, 2005-09
- Strategic evaluation
- Recent history
- Financial performance
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- Figure 91: Wickes: Financial performance, 2005-10
- Store portfolio
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- Figure 92: Wickes: Outlet data, 2005-10
- Consumer profile
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- Figure 93: Wickes: Consumer profile – demographics, 2010
- Figure 94: Wickes: Consumer profile – location, 2010
- Figure 95: Wickes: Consumer profile – ACORN group, 2010
- Retail offering
- e-commerce and home shopping
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- Figure 96: Wickes: Profile of online shoppers, three-month average to November 2010
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Appendix – Broader Market Environment
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- Population
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- Figure 97: Europe top 5: Population breakdown, by age group, 2005
- Figure 98: Europe top 5: Population breakdown, by age group, 2010
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- Figure 99: Europe top 5: Population breakdown, by age group, 2015
- Figure 100: Europe top 5: Population breakdown, by age group, 2020
- Home ownership
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- Figure 101: Europe top 5: Rate of home ownership, 2005-09
- GDP
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- Figure 102: Europe top 5: GDP (in current prices), 2000-Q3 2010
- Figure 103: Europe top 5: GDP growth rates (in constant prices), 2000-Q3 2010
- Consumer spending
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- Figure 104: Europe top 5: Consumer spending (in current prices), 2001-Q3 2010
- Figure 105: Europe top 5: Consumer spending growth rates (in constant prices), 2001-Q3 2010
- Consumer prices
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- Figure 106: Europe top 5: Consumer prices, 2001-10
- Unemployment
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- Figure 107: Europe top 5: Average rate of unemployment, 2001-Q3 2010
- Interest rates
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- Figure 108: UK and Eurozone: Interest rates, 2004-Q4 2010
- Consumer confidence
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- Figure 109: Europe top 5: Consumer confidence, March 2009-December 2010
Appendix – Who Does DIY and Where Do Consumers Shop?
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- Figure 110: Agreement with statements on DIY and home, by demographics, GB, 2009
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- Figure 111: Agreement with statements on DIY and home, by demographics, GB, 2009
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- Figure 112: DIY retailers bought from in last 12 months, December 2010
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- Figure 113: Most popular DIY retailers bought from in last 12 months, by demographics, December 2010
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- Figure 114: Next most popular DIY retailers bought from in last 12 months, by demographics, December 2010
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- Figure 115: Other DIY retailers bought from in last 12 months, by demographics, December 2010
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- Figure 116: Repertoire of DIY retailers bought from in last 12 months, by demographics, December 2010
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Appendix – The Consumer – Plans for 2011
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- Figure 117: DIY plans for 2011, by demographics, December 2010
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- Figure 118: DIY retailers bought from in last 12 months, by DIY plans for 2011, December 2010
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- Figure 119: DIY plans for 2011, by most popular DIY retailers bought from in last 12 months, December 2010
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- Figure 120: DIY plans for 2011, by next most popular DIY retailers bought from in last 12 months, December 2010
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- Figure 121: DIY plans for 2011, by other DIY retailers bought from in last 12 months, December 2010
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Appendix – Consumer Attitudes to DIY
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- Figure 122: Most popular attitudes to DIY retailer, by demographics, December 2010
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- Figure 123: Next most popular attitudes to DIY retailer, by demographics, December 2010
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- Figure 124: DIY retailers bought from in last 12 months, by most popular attitudes to DIY retailer, December 2010
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- Figure 125: DIY retailers bought from in last 12 months, by next most popular attitudes to DIY retailer, December 2010
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- Figure 126: Attitudes to DIY retailer, by most popular DIY retailers bought from in last 12 months, December 2010
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- Figure 127: Attitudes to DIY retailer, by next most popular DIY retailers bought from in last 12 months, December 2010
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- Figure 128: Attitudes to DIY retailer, by other DIY retailers bought from in last 12 months, December 2010
- Cluster analysis
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- Figure 129: Attitudes to DIY retailer, by target groups, December 2010
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- Figure 130: Target groups, by demographics, December 2010
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