Table of Contents
Introduction
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- Defining DIY
- New format, new content
- Definitions
- Consumer spending
- Retail sector
- Financial definitions
- VAT
- Sales per stores, sales per sq m
- Abbreviations
Executive Summary
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- The market
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- Figure 1: DIY specialists’ sales and forecast (incl. VAT), 2007-17
- Market factors
- Companies, brands and innovation
- Market shares
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- Figure 2: Leading DIY retailers’ share of DIY-related spending, 2012
- Space allocation
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- Figure 3: DIY retailers: Summary space allocation data, April 2013
- Innovations
- The consumer
- Where they shop online and in-store
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- Figure 4: The consumer: Where DIY/home improvement products have been purchased from whether in-store or online in the last 12 months, March 2013
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- Figure 5: The consumer: Where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March 2013
- Satisfaction levels
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- Figure 6: The consumer: Consumer satisfaction, by where DIY/Home improvement products are bought in-store most often, March 2013
- Attitudes towards DIY
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- Figure 7: The consumer: Attitudes towards DIY/Home improvements, March 2013
- Online browsing and buying
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- Figure 8: The consumer: Key attitudes for using online and stores, March 2013
- DIY plans for the year ahead
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- Figure 9: The consumer: DIY/home improvement plans in the next 12 months, small home improvements, March 2013
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- Figure 10: The consumer: DIY/home improvement plans in the next 12 months, major home improvements, March 2013
- What we think
Issues in the Market
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- Are there growth categories?
- Why the downsizing?
- Are small stores challenging the big boys?
- How can retailers capture non-core customers?
- What is the role of online?
Trend Application
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- Trend: Without a Care
- Trend: Prepare For the Worst
- Mintel Futures: Generation Next
The Market Environment
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- Key points
- Outlook is far from promising
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- Figure 11: Opportunities and weakness in the DIY market, 2013
- Improving consumer sentiment
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- Figure 12: UK: Trends in how respondents would describe their financial situation: confidence on 1-5 scale, February 2009-March 2013
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- Figure 13: UK: Trends in consumer sentiment for the coming year: confidence on 1-5 scale, January 2009-March 2013
- Sluggish economic growth
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- Figure 14: UK: Quarter-on-quarter GDP growth, real terms, Q1 2010-Q1 2013 (provisional)
- Inflationary pressures ease a little
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- Figure 15: UK: Consumer prices inflation, selected categories, January 2011-March 2013
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- Figure 16: UK: Consumer prices inflation (all items) vs annual growth in average weekly earnings, January 2011-February 2013
- A stagnant property market
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- Figure 17: UK: Quarterly number of mortgage approvals, Q1 2007-Q4 2012
- Figure 18: UK: Quarterly mortgage lending (secured gross lending to individuals and housing associations), Q1 2007-Q4 2012
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- Figure 19: UK: Number of property transactions, Q1 2006/07-Q3 2012/13
- Smaller homes
- Changing households
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- Figure 20: UK: Percentage of households of each size, 2001-11
- An ageing population
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- Figure 21: UK: Percentage of total population aged 65 and over and aged 85 and over (projections), 2010-30
Strengths and Weaknesses
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- Strengths
- Weaknesses
Consumer Spending on DIY
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- Key points
- DIY spending falls 1.6%
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- Figure 22: Mintel’s estimated DIY market size (incl. VAT), 2008-12
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- Figure 23: Breakdown, by product category of Mintel’s DIY market size, 2012
- Breakdown: gardening suffers from a wet summer
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- Figure 24: Consumer spending on relevant categories (incl. VAT), 2008-12
- Mintel’s market size
Sector Size and Forecast
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- Key points
- 2012 was weak; 2013 should be better
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- Figure 25: Year-on-year retail sales growth, January 2011-February 2013
- Sector forecast: dependent on economic recovery
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- Figure 26: DIY specialists’ sales and forecast (incl. VAT), 2007-17
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- Figure 27: DIY specialists’ sales, in current and constant prices (incl. VAT), 2007-17
- On a downward trend
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- Figure 28: DIY specialists’ sales as percentage of all retail sales (excl. automotive fuel), 2004-13
- The sheds segment
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- Figure 29: All DIY specialists’ sales and the sheds multiples’ sales, 2007-13
- The Mintel forecast methodology
Channels of Distribution
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- Key points
- Specialists continue to dominate
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- Figure 30: Estimated distribution of spending on DIY-related goods, 2012
- But mixed goods retailers gain ground
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- Figure 31: Estimated distribution of spending on DIY-related goods, in percentage and absolute terms, 2012
Space Allocation Summary
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- Key points
- Space allocation data
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- Figure 32: DIY retailers: Summary space allocation data, April 2013
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- Figure 33: Detail space allocation estimates, April 2013
Retail Product Mix
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- Figure 34: DIY retailers: Estimated actual space devoted to main product categories, 2012
- Figure 35: DIY retailers: Estimated sales, per broad product category, 2012
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- Figure 36: DIY retailers: Estimated sales density, by product, 2012
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The Specialist Retailers: Financials and Outlets
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- Key points
- Overview of the leaders
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- Figure 37: B&Q and Homebase: Breakdown of sales, by broad category, 2012
- The wallpaper index and the power drills index
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- Figure 38: Major DIY specialists: Number of product lines and average product price in wallpaper, April 2013
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- Figure 39: Major DIY retailers: Number of product lines and average product price in power drills, April 2013
- Capitalising on different markets
- Overspaced?
- Specialised retailers
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- Figure 40: Leading DIY specialists’ net revenues, 2008-12
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- Figure 41: Leading DIY specialists’ net revenues: compound annual growth rates, 2008-12
- Outlets and sales per outlet
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- Figure 42: Leading DIY specialists’ store numbers, 2008-12
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- Figure 43: Leading DIY specialists’ average annual sales, per outlet, 2008-12
- Figure 44: Leading DIY specialists’ annual sales, per outlet: compound annual growth rates, 2008-12
- Sales area and sales densities
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- Figure 45: Leading DIY specialists’ total sales area, selected retailers, 2008-12
- Figure 46: Leading DIY specialists’ average store area, selected retailers, 2008-12
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- Figure 47: Leading DIY specialists’ average annual sales, per sq m, selected retailers, 2008-12
- Profitability
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- Figure 48: Leading DIY specialists’ operating margins, 2008-12
- Figure 49: Leading DIY specialists’ operating profits, 2008-12
The Non-Specialist Retailers
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- Key points
- Market shares
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- Figure 50: Major non-specialist retailers’ estimated DIY market shares, 2012
- Measuring range and positioning
- The wallpaper index
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- Figure 51: Major DIY retailers: Number of product lines and average product price in wallpaper, April 2013
- The power drills index
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- Figure 52: Major DIY retailers: Number of product lines and average product price in power drills, April 2013
- Amazon
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- Figure 53: Huge choice: Amazon.co.uk’s DIY and tools homepage, April 2013
- The grocers
- Tesco
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- Figure 54: Comprehensive offer: Tesco Direct DIY and car homepage, April 2013
- Asda
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- Figure 55: Retaining a focus on price: Asda Direct DIY and motor homepage, April 2013
- Sainsbury’s
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- Figure 56: Focusing on gardens: Sainsbury’s garden and DIY homepage, April 2013
- Mixed goods retailers
- Argos
- Wilkinsons
- Other mixed goods retailers
- Ranking the mixed goods retailers
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- Figure 57: Leading mixed-goods discounters’ total revenues (excl. VAT), 2009-12
- Figure 58: Leading mixed-goods discounters’ store numbers, 2009-12
- Next
Market Shares
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- Key points
- Kingfisher dominates
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- Figure 59: Leading DIY retailers’ share of DIY-related spending, 2012
- But Wickes sees steady gains
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- Figure 60: Leading DIY retailers’ share of DIY-related spending, 2008-12
- About the market shares
- Adjusting for trade sales
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- Figure 61: Leading retailers’ estimated market shares adjusted for trade sales, 2008-12
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- Figure 62: Leading DIY specialists: Estimated proportion of sales accounted for, by trade customers, 2008-12
Online and Social Media
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- Key points
- Online sector sales growing steadily
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- Figure 63: Estimated online sales, by DIY specialists, in percentage and absolute values (incl. VAT), 2009-13
- Online market shares: B&Q leads
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- Figure 64: Major DIY specialists’ estimated shares of online sector sales, 2012
- The consumer: pureplays most popular
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- Figure 65: Where DIY/home improvement products have been purchased from online in the last 12 months, March 2013
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- Figure 66: Attitudes towards DIY/home improvements products online, selected statements, March 2013
- Social media
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- Figure 67: B&Q homepage on YouTube.com, May 2013
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- Figure 68: Homebase’s homepage on YouTube.com, May 2013
- Figure 69: Leading DIY specialists’ social media follower numbers, May 2013
Who’s Innovating?
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- Key points
- iPad app to browse products online
- App to help shoppers find DIY shops and access discount offers
- Homebase claims a first of its kind in the DIY sector
- Retailers step up tool hire concepts
- Innovative Spanish home improvement retailer
- Homebase targets female DIYers with new shop-in-shop format
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- Figure 70: Homebase Habitat display, Finchley Road, London
- DIY convenience on the high street
- Retailers ramping up their online ‘how to’ advice
Retail Advertising and Promotion
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- Key points
- Adspend falling
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- Figure 71: Total main media adspend in the UK DIY retailing sector, 2009-12
- B&Q is the top advertiser
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- Figure 72: Leading advertisers in the UK DIY retailing sector, 2009-12
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- Figure 73: Share of main media adspend in the UK DIY retailing sector, by retailer, 2012
- Spending relative to turnover
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- Figure 74: Leading DIY retailers’ advertising spending as % of turnover, 2009-12
- 78% of all adspend is channelled through the TV and press
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- Figure 75: Advertising spend in the UK DIY retailing sector, by media type, 2011 and 2012
- What we have seen in 2013
- Price-aggressive promotions
- Tie-ups showcasing exclusive ranges
Customer Profile Comparisons
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- Age
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- Figure 76: Age profile of main retailers of DIY products, March 2013
- Region
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- Figure 77: Regional profile of main retailers of DIY products, March 2013
- Socio-economic groups
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- Figure 78: Regional profile of main retailers of DIY products, March 2013
- Housing tenure
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- Figure 79: Housing tenure profile of customers of the main retailers of DIY products, March 2013
- Affluence
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- Figure 80: Financial well-being of customers of the main retailers of DIY products, March 2013
The Consumer – Where They Buy
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- Key points
- Where they shop – online and offline
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- Figure 81: Where DIY/home improvement products have been purchased from whether in-store or online in the last 12 months, March 2013
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- Figure 82: Where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March 2013
- Customer profiles
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- Figure 83: Profile of in-store DIY shoppers, March 2013
- Online customer profiles
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- Figure 84: Profile of online DIY shoppers, March 2013
- Repertoire of DIY stores purchased from
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- Figure 85: Repertoire for Where DIY/home improvement products have been purchased in-store in the last 12 months, March 2013
- Repertoire – Online
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- Figure 86: Repertoire for Where DIY/home improvement products have been purchased online in the last 12 months, March 2013
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- Figure 87: Profile of DIY shoppers, by number of websites used, March 2013
- Retailers used most often
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- Figure 88: Where DIY/Home improvement products are bought most often, March 2013
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- Figure 89: Where DIY/Home improvement products are bought most often, March 2013
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- Figure 90: Customer profile of leading DIY retailers, by those who choose the store most often, March 2013
The Consumer - Satisfaction with DIY Retailers
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- Key points
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- Figure 91: Customer satisfaction with the retailer you use to buy DIY products , March 2013
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- Figure 92: Customer satisfaction, by key criteria – Those who buy in-store most often, March 2013
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- Figure 93: Customer satisfaction, by key criteria – Those who buy online most often, March 2013
- Key driver analysis
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- Figure 94: Key driver analysis of overall satisfaction in retailers used to buy DIY/home improvement products in-store, March 2013
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- Figure 95: Key driver analysis of overall satisfaction in retailers used to buy DIY/home improvement products online, March 2013
- Satisfaction by retailer
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- Figure 96: Consumer satisfaction, by where DIY/Home improvement products are bought in-store most often, March 2013
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- Figure 97: Consumer satisfaction, by where DIY/Home improvement products are bought online most often, March, 2013
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- Figure 98: Leading first choice DIY retailers, satisfaction rating March 2013
- Satisfaction by key criteria
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- Figure 99: Consumer satisfaction by where DIY/Home improvement products are bought in-store most often, March, 2013
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- Figure 100: Consumer satisfaction, by where DIY/Home improvement products are bought online most often, March, 2013
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- Figure 101: Average satisfaction, by criteria by retailer, March 2012
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- Figure 102: Major DIY retailers: Satisfaction relative to the average for all the majors, March 2013
The Consumer – Attitudes Towards DIY
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- Key points
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- Figure 103: Attitudes towards DIY/Home improvements, March 2013
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- Figure 104: Attitudes to doing DIY, 2006-11
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- Figure 105: What people look to spend extra money on, April 2013
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- Figure 106: Spending in the last 3 months and planned for the next 3 months, April 2013
- Profile of attitudes to doing DIY
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- Figure 107: Profile of those doing DIY, March 2013
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- Figure 108: Profile of those doing DIY, by age and household tenure, March 2013
- Attitudes to doing DIY and retailers used most often
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- Figure 109: Attitudes towards DIY/Home improvements, by where DIY/Home improvement products are bought most often, March, 2013
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- Figure 110: Attitudes towards DIY/Home improvements, by Where DIY/Home improvement products are bought most often, March, 2013
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- Figure 111: Attitudes to doing DIY, by most frequently used retailer, relative to the average, March 2013
The Consumer - Buying DIY – Online vs In-Store
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- Key points
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- Figure 112: Key attitudes for using online and stores, March 2013
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- Figure 113: Socio-demographic profile of attitudes to online-in-store shopping, March 2013
- Attitudes by where people shop
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- Figure 114: Attitudes towards DIY/home improvements products online, by most popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March, 2013
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- Figure 115: Attitudes towards DIY/home improvements products online, by next most popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March 2013
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- Figure 116: Attitudes towards DIY/home improvements products online, by other where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March 2013
The Consumer – DIY Plans for the Year Ahead
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- Key points
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- Figure 117: DIY/home improvement plans in the next 12 months, March 2013
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- Figure 118: Historic and planned expenditure on the home, June 2012 -April 2013
- Who plans what?
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- Figure 119: Profile of those planning DIY work in 2013, March 2013
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- Figure 120: Planned home improvements, by housing tenure, March 2013
- Who benefits?
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- Figure 121: DIY/home improvement plans in the next 12 months, by most popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March, 2013
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- Figure 122: DIY/home improvement plans in the next 12 months, by next most popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March, 2013
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- Figure 123: DIY/home improvement plans in the next 12 months, by other where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March, 2013
Clas Ohlson
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- What we think
- Convenience is the big selling point
- UK store expansion on hold since August 2011
- Low brand awareness could hurt Clas Ohlson in the UK
- E-commerce will drive penetration in new markets and grow sales in mature markets
- Company background
- Company performance
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- Figure 124: Clas Ohlson, financial performance, excl. sales tax, 2007/08-2012/13
- Sluggish retail market limits store expansion to Scandinavia
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- Figure 125: Clas Ohlson, outlet data, 2007-12
- Retail offering
Homebase
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- What we think
- Muted performance in a weak market
- Creating points of difference
- Culling and investing
- Multi-channel
- Company background
- Company performance
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- Figure 126: Homebase Ltd: Group financial performance, 2007/08-2012/13
- Figure 127: Homebase ltd: Outlet data, 2007/08-2012/13
- Retail offering
Kingfisher Group (B&Q)
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- What we think
- Solid 2012/13 results in declining markets
- Growth in Trade Point hits gross margins
- Latest strategy underpins performance
- Making it easier for customers
- Offloading UK space
- International growth by expansion
- Company background
- Company performance
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- Figure 128: Kingfisher Group: Group financial performance, 2007/08-2012/13
- Figure 129: UK trade sales, excl. VAT, 2008/09-2011/12
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- Figure 130: Kingfisher Group: Outlet data, 2007/08-2012/13
- Retail offering
- B&Q UK
- Other fascia
Wickes/Travis Perkins Retail
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- What we think
- Strong growth in 2012 leads to market share gain
- And adapting the store portfolio
- Willingness to adapt
- Company background
- Company performance
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- Figure 131: Travis Perkins Retail: Group financial performance, 2007-12
- Figure 132: Travis Perkins Retail: Outlet data, 2007-12
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- Figure 133: ToolStation UK: Group financial performance, 2008-11
- Figure 134: ToolStation UK: Outlet data, 2008-11
- Retail offering
Appendix – The Consumer – Where They Buy
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- Figure 135: Most popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, by demographics, March 2013
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- Figure 136: Next most popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, by demographics, March 2013
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- Figure 137: Other where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, by demographics, March 2013
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- Figure 138: Least popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, by demographics, March 2013
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Appendix – Repertoire – In-Store
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- Figure 139: Repertoire for where DIY/home improvement products have been purchased from either in-store in the last 12 months, by demographics, March 2013
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Appendix – Repertoire – Online
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- Figure 140: Repertoire for where DIY/home improvement products have been purchased from either online in the last 12 months, by demographics, March 2013
- Figure 141: Where DIY/Home improvement products are bought in-store most often, by demographics, March 2013
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- Figure 142: Where DIY/Home improvement products are bought online most often, by demographics, March 2013
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Appendix – The Consumer - Satisfaction with DIY Retailers
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- Figure 143: Ask all who buy DIY goods in-store most often – Stock availability, by demographics, March 2013
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- Figure 144: Ask all who buy DIY goods in-store most often – Store standards, by demographics, March 2013
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- Figure 145: Ask all who buy DIY goods in-store most often – Good range of products, by demographics, March 2013
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- Figure 146: Ask all who buy DIY goods in-store most often – Ease of navigation of store, by demographics, March 2013
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- Figure 147: Ask all who buy DIY goods in-store most often – Friendly staff, by demographics, March 2013
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- Figure 148: Ask all who buy DIY goods in-store most often – Knowledgeable staff, by demographics, March 2013
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- Figure 149: Ask all who buy DIY goods in-store most often – Prices, by demographics, March 2013
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- Figure 150: Ask all who buy DIY goods in-store most often – Promotions in general, by demographics, March 2013
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- Figure 151: Ask all who buy DIY goods in-store most often – Good after sales service, by demographics, March 2013
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- Figure 152: Ask all who have bought DIY goods in the last 12 months, by demographics, March 2013
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Appendix – The Consumer - Attitudes Towards DIY
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- Figure 153: Most popular attitudes towards DIY/Home improvements, by demographics, March 2013
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- Figure 154: Next most popular attitudes towards DIY/Home improvements, by demographics, March 2013
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Appendix – The Consumer - Buying DIY – Online vs In-store
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- Figure 155: Most popular attitudes towards DIY/home improvements products online, by demographics, March 2013
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- Figure 156: Next most popular attitudes towards DIY/home improvements products online, by demographics, March 2013
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- Figure 157: Attitudes towards DIY/home improvements products online, by most popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March, 2013
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- Figure 158: Attitudes towards DIY/home improvements products online, by next most popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March, 2013
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- Figure 159: Attitudes towards DIY/home improvements products online, by other where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March, 2013
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- Figure 160: Attitudes towards DIY/home improvements products online, by least popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March, 2013
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Appendix – The Consumer – Plans for the Year Ahead
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- Figure 161: Small home improvements plans in the next 12 months, by demographics, March 2013
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- Figure 162: Major home improvements plans in the next 12 months, by demographics, March 2013
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- Figure 163: DIY/home improvement plans in the next 12 months, by most popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March, 2013
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- Figure 164: DIY/home improvement plans in the next 12 months, by next most popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March, 2013
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- Figure 165: DIY/home improvement plans in the next 12 months, by other where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March, 2013
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- Figure 166: DIY/home improvement plans in the next 12 months, by least popular where DIY/home improvement products have been purchased from either in-store or online in the last 12 months, March, 2013
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