Table of Contents
Introduction
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- What is a DIY store?
- Financial definitions
- Abbreviations
Executive Summary
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- The DIY sector size
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- Figure 1: DIY retailers’ sales (incl. VAT), 2006-16
- The DIY market size
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- Figure 2: Spending on DIY goods (incl. VAT), 2007-11
- Market factors
- Squeezed consumers
- Property market
- Consumer spending
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- Figure 3: Compound annual growth rate in DIY-goods categories, 2007-11
- Companies, brands, and innovation
- Leading retailers’ performance
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- Figure 4: Leading DIY retailers’ sales growth, 2009/10-2010/11
- Market shares
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- Figure 5: Leading retailers’ market shares, 2009-10
- Innovations
- Channels of distribution
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- Figure 6: Estimated distribution of DIY-goods spending, 2010 and 2011
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- Figure 7: Estimated distribution of DIY-goods spending excluding pets and goods for household maintenance, 2010 and 2011
- Online
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- Figure 8: Estimated DIY-goods spending online (incl. VAT), 2010 and 2011
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- Figure 9: Estimated online sales by the DIY retail sector (incl. VAT), 2010 and 2011
- The consumer
- Where they shop
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- Figure 10: Where people shopped for DIY in the preceding 12 months, December 2011
- What they want from a retailer
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- Figure 11: Factors considered important when deciding where to buy DIY products, December 2011
- Attitudes to DIY online
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- Figure 12: Attitudes to buying DIY products online, December 2011
- What we think
Issues in the Market
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- Do opportunities remain in a low-growth market?
- How can retailers win share from competitors?
- Which categories can drive growth?
- Can DIY retailers take further spending from other sectors?
- Surely online is a growth opportunity?
Future Opportunities
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- Trend: Influentials
- Trend: Green Technology
Who’s Innovating?
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- Finding growth in a stagnant market
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- Figure 13: B&Q’s ‘Let’s Do It Together’ online hub
- Figure 14: B&Q TradePoint zones
- Exploring alternatives to the big-box store
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- Figure 15: Clas Ohlson store
- Developing innovations
- Launching new own brands
The Market: Economic and Demographic Background
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- Key points
- Population forecast
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- Figure 16: UK: Over 65s as % total UK population, 1991-2020
- The economy
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- Figure 17: UK: Quarterly GDP growth, 1991-2011 (Q3)
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- Figure 18: UK: GfK NOP Consumer confidence index, January 2007-December 2011
- Figure 19: Percentage change in Retail Prices Index vs Earnings, 2008-11
- Energy prices
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- Figure 20: Consumer prices inflation, electricity and gas, Jun 2010-Dec 2011
- Housing market
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- Figure 21: UK: Average house price, 1992-2011 (Q4)
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- Figure 22: UK: House prices measured against the development of transactions, 2006-11 (Q3)
- Figure 23: UK: First time buyers affordability index, 1985-2011 (Q3)
The Market: Consumer Spending on DIY Products
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- Key points
- The DIY market
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- Figure 24: DIY retailers: Major markets, 2007-11
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- Figure 25: DIY retailers: Major markets at 2011 prices, 2007-11
The Market: Sector Size and Forecast
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- Key points
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- Figure 26: DIY retailers sales, 2007-11
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- Figure 27: DIY retailers’ sales as % all retail sales, 1994-2011
- Figure 28: Sales by DIY specialists relative to spending on key product areas, 2007-11
- Forecast
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- Figure 29: DIY retailers sales, 2006-16
- Figure 30: DIY retailers value and volume sales, 2006-16
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- Figure 31: DIY retailers sales as % all retail sales, 2006-16
The Retailers: Channels of Distribution
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- Figure 32: Estimated distribution of DIY-goods spending, 2010 and 2011
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- Figure 33: Estimated distribution of DIY-goods spending excluding pets and goods for household maintenance, 2010 and 2011
- Competing specialists
- Grocers
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- Figure 34: J. Sainsbury DIY homepage
- Figure 35: Tesco Direct DIY homepage
- Mixed goods retailers
- Builders’ merchants
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The Retailers: Leading Retailers
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- Key points
- The big three
- Big-ticket growth
- Small-store expansion
- Non-specialist retailers
- Smaller and trade-balanced retailers
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- Figure 36: DIY retailers: Leading operators, 2010/11
The Retailers: Market Shares
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- DIY specialists’ market shares
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- Figure 37: Leading DIY retailers’ share of sector sales, 2009 and 2010
- Adjusting for trade sales
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- Figure 38: Leading DIY retailers: Estimated trade share of sales, 2010/11
- Figure 39: Leading retailers: Estimated sales and market shares excluding sales to trade customers, 2010/11
The Retailers: Online
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- Key points
- Prospects for DIY online
- Online DIY market size
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- Figure 40: Estimated DIY-goods spending online (incl. VAT), 2010 and 2011
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- Figure 41: Estimated online sales by the DIY retail sector (incl. VAT), 2010 and 2011
- Consumers: What they want online
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- Figure 42: Consumer attitudes towards buying DIY products, December 2011
- Consumers: Who’s shopping online
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- Figure 43: Proportion of adult population buying DIY/garden products online in the preceding three months, Jul 2009-Oct 2011
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- Figure 44: Proportion of adult population buying DIY/garden products online in the preceding three months, by socio-economic group, age, gender and lifestage, Oct 2011
- Consumers: Online/offline shopping patterns
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- Figure 45: Shopping patterns for DIY/garden products, March 2011
- Leading DIY retail websites
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- Figure 46: Leading transactional DIY/ hardware/homewares retail websites, three-month average to November 2011
The Retailers: Retail Advertising and Promotion
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- Key points
- Strong growth in ad spend
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- Figure 47: Main media advertising spend, by leading DIY retailers, 2008-10
- Spending relative to turnover
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- Figure 48: Leading DIY retailers’ advertising spending as % of turnover, 2008-10
- Spending by media
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- Figure 49: Leading DIY retailers’ main media advertising distribution, by media, 2010
- Major campaigns
The Consumer – Brand Research
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- Brand map
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- Figure 50: Attitudes towards and usage of brands in the DIY retail sector, December 2011
- Correspondence analysis
- Brand attitudes
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- Figure 51: Attitudes by DIY retailer brand, December 2011
- Brand personality
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- Figure 52: DIY retail brand personality – macro image, December 2011
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- Figure 53: DIY retail brand personality – micro image, December 2011
- Brand experience
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- Figure 54: DIY retail brand usage, November 2011
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- Figure 55: Satisfaction with various DIY retail brands, December 2011
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- Figure 56: Consideration of DIY retail brands, December 2011
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- Figure 57: Consumer perceptions of current DIY retail brand performance, December 2011
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- Figure 58: DIY retail brand recommendation – Net Promoter Score, December 2011
- Brand index
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- Figure 59: DIY retail brand index, December 2011
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- Figure 60: DIY retail brand index vs. recommendation, December 2011
- Target group analysis
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- Figure 61: Target groups, December 2011
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- Figure 62: DIY retail brand usage, by target groups, December 2011
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
The Consumer – Who Does DIY and Where Do Consumers Shop?
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- Key points
- Who does DIY and where do they shop
- DIY losing popularity
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- Figure 63: Home decorating or other DIY work in the last 12 months, 2006-11
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- Figure 64: Home decorating or other DIY work in the last 12 months, by main demographic group, 2009-11
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- Figure 65: Trends in agreement with DIY and home, GB, 2005-11
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- Figure 66: Profile of attitudes to DIY and the home, 2011
- Where do people buy DIY?
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- Figure 67: Where people shop for DIY, December 2011
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- Figure 68: Profile of DIY store customers, December 2011
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- Figure 69: Profile of DIY store customers for B&Q, Homebase and Wickes, December 2010-December 2011
- Outlets used
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- Figure 70: Repertoire of DIY retailers bought from in last 12 months, December 2011
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- Figure 71: DIY retailers bought from in last 12 months, by repertoire of DIY retailers bought from in last 12 months, December 2011
The Consumer – Factors Behind Choice of DIY Store
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- Key points
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- Figure 72: DIY important factors when deciding where to buy DIY products, December 2011
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- Figure 73: Profile of the consumers factors when deciding where to shop for DIY products, December 2011
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- Figure 74: DIY retailers bought from in last 12 months, by factors when deciding where to shop, December 2011
The Consumer – Consumer Attitudes to Buying DIY Online
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- Key points
- Attitudes to buying DIY products online
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- Figure 75: Attitudes to buying DIY products, December 2011
- What consumers want online
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- Figure 76: Attitudes to DIY online, December 2011
- Multichannel services in demand
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- Figure 77: Attitudes to shopping for DIY products online, December 2011
- Other online potential
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- Figure 78: Attitudes to shopping for DIY products online, December 2011
Clas Ohlson
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- Figure 79: Clas Ohlson: Sales as share of DIY retailers’ sales in Europe, 2006-10
- Strategic evaluation
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- Figure 80: Clas Ohlson: Sales growth in major markets, 2006/07-2010/11
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- Figure 81: Clas Ohlson: Operating margin development, 2005/06-2010/11
- Background
- Company performance
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- Figure 82: Clas Ohlson: Sales performance, 2006/07-2011/12
- Figure 83: Clas Ohlson: Outlet data, 2006-11
- Store formats
- Retail offering
- e-commerce and home shopping
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Homebase
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- Figure 84: Homebase Ltd: Sales as share of DIY retailers’ sales in UK, 2006-10
- Strategic evaluation
- Background
- Company performance
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- Figure 85: Homebase Ltd: Group financial performance, 2006/07-2010/11
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- Figure 86: Homebase Ltd: Outlet data, 2006/07-2010/11
- Sales mix
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- Figure 87: Homebase Ltd: Breakdown of sales, by category, 2010/11
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- Figure 88: Homebase Ltd: Breakdown of sales, by category, 2007/08-2009/10
- Consumer profile
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- Figure 89: Homebase shoppers in last 12 months, by gender, age and socio-economic group, December 2011
- Figure 90: Homebase shoppers in last 12 months, by region, December 2011
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- Figure 91: Homebase shoppers in last 12 months, by ACORN group, December 2011
- Retail offering
- e-commerce and social media
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- Figure 92: Homebase: Online customer profile, three-month average to November 2011
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Kingfisher Group (UK)
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- Figure 93: Kingfisher Group: Sales as share of DIY retailers’ sales in UK, 2006-10
- Strategic evaluation
- Background
- Company performance
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- Figure 94: Kingfisher Group: European revenues, by country/operation, 2010/11
- Figure 95: Kingfisher Group: Group financial performance, 2006/07-2010/11
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- Figure 96: Kingfisher Group: European stores, by country/operation, 2010/11
- Figure 97: Kingfisher Group: Outlet data, 2007-11
- Consumer profile
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- Figure 98: B&Q shoppers in last 12 months, by gender, age and socio-economic group, December 2011
- Figure 99: B&Q shoppers in last 12 months, by region, December 2011
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- Figure 100: B&Q shoppers in last 12 months, by ACORN group, December 2011
- Retail offering
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- Figure 101: B&Q: Sales breakdown, by category, 2010/11
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- Figure 102: Kingfisher UK, trade’s proportion of retail sales, 2010/11
- e-commerce and social media
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- Figure 103: B&Q (UK): Profile of visitors to DIY.com, three-month average to November 2011
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Wickes/Travis Perkins Retail
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- Figure 104: Travis Perkins Retail: Sales as share of DIY retailers’ sales in UK, 2006-10
- Strategic evaluation
- Background
- Company performance
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- Figure 105: Travis Perkins Retail: Group financial performance, 2006-10
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- Figure 106: Travis Perkins Retail: Outlet data, 2006-10
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- Figure 107: ToolStation UK: Group financial performance, 2006-10
- Figure 108: ToolStation UK: Outlet data, 2006-10
- Consumer profile
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- Figure 109: Wickes shoppers in last 12 months, by gender, age and socio-economic group, December 2011
- Figure 110: Wickes shoppers in last 12 months, by region, December 2011
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- Figure 111: Wickes shoppers in last 12 months, by ACORN group, December 2011
- Retail offering
- e-commerce and home shopping
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- Figure 112: Wickes: Profile of online shoppers, three-month average to November 2011
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Appendix – Broader Market Environment
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- Population
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- Figure 113: Europe: Population, by age group, 2005
- Figure 114: Europe: Population, by age group, 2010
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- Figure 115: Europe: Population, by age group, 2015
- Figure 116: Europe: Population, by age group, 2020
- GDP
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- Figure 117: Europe: GDP (current prices), 2010
- Figure 118: Europe: GDP growth rates (current prices), 2001-Q3 2011
- Figure 119: Europe: GDP growth rates (constant prices), 2001-Q3 2011
- Consumer spending
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- Figure 120: Europe: Households’ consumer spending (current prices), 2010
- Figure 121: Europe: Households’ consumer spending growth rates (current prices), 2001-Q3 2011
- Figure 122: Europe: Households’ consumer spending growth rates (constant prices), 2001-Q3 2011
- Consumer prices
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- Figure 123: Europe: Harmonised index of consumer prices, 2001-10
- Unemployment
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- Figure 124: Europe: Average rate of unemployment, 2001-10
- Interest rates
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- Figure 125: Europe: Interest rates, 2005-Q4 2011
- Consumer confidence
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- Figure 126: Europe: Consumer confidence, Feb 2011-Jan 2012
- Home ownership
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- Figure 127: Europe: Levels of home ownership, 2006-10
Appendix – Brand Research
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- Figure 128: Brand usage, December 2011
- Figure 129: Brand commitment, December 2011
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- Figure 130: Brand momentum, December 2011
- Figure 131: Brand diversity, December 2011
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- Figure 132: Brand satisfaction, December 2011
- Figure 133: Brand recommendation, December 2011
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- Figure 134: Brand attitude, December 2011
- Figure 135: Brand image – macro image, December 2011
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- Figure 136: Brand image – micro image, December 2011
- Figure 137: Profile of target groups, by demographic, December 2011
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- Figure 138: Psychographic segmentation, by target group, December 2011
- Figure 139: Brand usage, by target group, December 2011
- Brand index
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- Figure 140: Brand index, December 2011
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Appendix – The Consumer – Who does DIY and Where do Consumers Shop?
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- Figure 141: Where consumers have purchased most popular DIY products in the last 12 months, by demographics, December 2011
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- Figure 142: Where consumers have purchased next most popular DIY products in the last 12 months, by demographics, December 2011
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Appendix – The Consumer – Factors Behind Choice of DIY Store
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- Figure 143: Factors important to you when deciding where to buy DIY products, by demographics, December 2011
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Appendix – The Consumer – Consumer Attitudes to Buying DIY Online
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- Figure 144: Most popular consumer attitudes towards buying DIY products, by demographics, December 2011
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- Figure 145: Next most popular consumer attitudes towards buying DIY products, by demographics, December 2011
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