Table of Contents
Executive Summary
-
- The market
- Specialists sector sales decline in 2015
-
- Figure 1: Total DIY/hardware specialist sector size (incl. VAT), 2010-20
- Consumer spending slows, but remains positive
-
- Figure 2: DIY products market size breakdown, 2015
- Online
-
- Figure 3: Share of DIY spending via the internet, 2013-15
- Companies, brands and innovations
- Market shares
-
- Figure 4: Leading DIY retailers’ market shares, 2014 and 2015
- B&Q still the most trusted DIY retailer
-
- Figure 5: Attitudes towards and usage of selected brands, February 2016
- Augmented reality set to transform the DIY experience
- The consumer
- 75% have bought DIY products in the past year
-
- Figure 6: Where they shop for DIY/home improvement products, March 2016
- Non-specialists are more popular for online purchases
-
- Figure 7: Retailer used for DIY/home improvement purchases in the past 12 months, by online or in-store, March 2016
- DIY consumers like to shop around
-
- Figure 8: Number of DIY retailers or types of DIY retailer used in the past 12 months, March 2016
- Consumers happy with product quality but less so with staff knowledge
-
- Figure 9: Overall satisfaction with the DIY stores, March 2016
- Paint/wallpaper the most popular purchases
-
- Figure 10: What DIY/home improvement products they bought, March 2016
- Young consumers more likely to buy to help
-
- Figure 11: Why they bought DIY/home improvement products, March 2016
- Getting what you pay for
-
- Figure 12: Attitudes towards shopping for DIY/home improvement products, March 2016
- What we think
Issues and Insights
-
- Are the sheds struggling to cater for generation rent?
- The facts
- The implications
- What will be the impact of Bunnings?
- The facts
- The implications
- Can One Kingfisher really work?
- The facts
- The implications
The Market – What You Need to Know
-
- Consumer spending slows, but remains positive
- Specialist sector sales go into decline
- Channels of distribution
- Flat prices limit growth of the market
- Housing transactions plateau in 2015
- A generation of renters
Market Drivers
-
- Housing market
-
- Figure 13: Residential housing transactions in the UK, 2006-15
-
- Figure 14: Seasonally adjusted UK residential monthly property transactions, January 2015-February 2016
- Generation rent
-
- Figure 15: Housing status of 25-34-year-olds, 2003/04-2014/15
-
- Figure 16: Percentage renting privately, by age, 2003/04-2014/15
- Inflation of DIY products
-
- Figure 17: Consumer prices inflation, annual rate of change, 2011-15
- Figure 18: Consumer prices inflation, monthly rate of change, January-March 2016
- Consumer spending plans
-
- Figure 19: Consumers spending money on their home in the past three months or next three months, January 2015-February 2016
- Weather
- Sunshine
-
- Figure 20: Actual and average sunshine, by month, January 2015-March 2016
-
- Figure 21: Sunshine index (difference from the monthly average) compared to monthly DIY sales, January 2015-March 2016
- Rainfall
-
- Figure 22: Actual and average rainfall, by month, January 2015-March 2016
-
- Figure 23: Rainfall index (difference from the monthly average) compared to monthly DIY sales, January 2015-March 2016
- Easter weather
Sector Size and Forecast
-
- Total sector size and forecast
-
- Figure 24: Total DIY/hardware specialist sector size (incl. VAT), 2010-20
-
- Figure 25: Total DIY/hardware specialists’ sector size (incl. VAT), in current and constant prices, 2010-20
- Sheds/big box segment
-
- Figure 26: Sheds/big-box specialists’ sector size (incl. VAT), 2010-20
-
- Figure 27: Sheds/big box sector size (incl. VAT), in current and constant prices, 2010-20
- Other DIY/hardware stores segment
-
- Figure 28: Other DIY/hardware stores segment (incl. VAT), 2010-20
- Figure 29: Other DIY/hardware store segment size (incl. VAT), in current and constant prices, 2010-20
- Forecast methodology
Consumer Spending on DIY Products
-
- Growth in spending slows in 2015
-
- Figure 30: DIY products – Market size (incl. VAT), 2011-16
- Consumer spending by category
-
- Figure 31: DIY products market size breakdown, 2015
- Spending breakdown
-
- Figure 32: Consumer spending on DIY, market segmentation (incl. VAT), 2011-16
- Mintel’s market size
Key Players – What You Need to Know
-
- Specialists – Superstores
- High street stores and non-specialists
- Online
Innovation and Launch Activity
-
- Augmented reality transforming the DIY shopping experience
- Interactive video to boost loyalty scheme engagement
- Made in space
- A ‘store of solutions’
- Hardware store combines shopping with dining
- Online DIY marketplace to challenge B&Q and Homebase
Space Allocation Summary
-
- Space allocation overview
-
- Figure 33: DIY retailers: Summary of in-store space allocation, April 2016
- Detailed space allocation
- Big shed DIY specialists
-
- Figure 34: Homebase, Harrow: Habitat concession, April 2016
-
- Figure 35: B&Q Warehouse, Cricklewood, Valspar paint matching service
- Conveniently located DIY and home improvement essentials emporiums
- Wilko and Poundland
-
- Figure 36: Detailed space allocation estimates, April 2016
Retail Product Mix
-
-
- Figure 37: Leading DIY retailers: Estimated sales, by product, 2015
- Figure 38: Leading DIY retailers, estimated sales density, by product category, 2015
-
Channels of Distribution
-
-
- Figure 39: DIY products*, estimated channels of distribution, 2015
-
Leading Specialist Retailers
-
- Sales and profits
-
- Figure 40: Leading DIY specialists’ sales, 2011/12-2015/16
- Figure 41: Leading DIY specialists’ operating profits, 2011/12-2015/16
- Figure 42: Leading DIY specialists’ operating margins, 2011/12-2015/16
- Stores
-
- Figure 43: Leading DIY specialists’ outlet numbers, 2011/12-2015/16
- Figure 44: Leading DIY specialists’ sales per outlet, 2011/12-2015/16
- Sales area
-
- Figure 45: Leading DIY specialists’ sales area, 2011/12-2015/16
- Figure 46: Leading DIY specialists’ sales per square metre, 2011/12-2015/16
Leading Non-specialist Retailers
-
- Leading pureplayers
- Non-specialist sales
-
- Figure 47: Non-specialist retailers’ sales in DIY and gardening products, 2011/12-2015/16
- Food retailers
-
- Figure 48: Estimated DIY sales of leading superstore operators, 2012-15
Market Shares
-
- Trade
-
- Figure 49: Leading DIY retailers, estimated trade share of sales, 2013-15
- Share of DIY retailers’ sales
-
- Figure 50: Leading DIY retailers, share of sales of specialists’ sales, 2013-15
- Share of all DIY spending
-
- Figure 51: Leading retailers of DIY products, share of spending on DIY, 2013-15
Online
-
-
- Figure 52: Where people bought DIY goods in the last 12 months, March 2016
- Leading specialists
- Non-specialists
- Internet pureplayers
- Other sources
- Trade sales
- Online sales estimates
-
- Figure 53: Online DIY sales to consumers, 2013-15
- Specialists
-
- Figure 54: Online share of specialists’ sales, 2011-15
- All online sales
-
- Figure 55: Share of online sales, by type of retailer, 2015
- Figure 56: Estimated online sales of DIY products to consumers, 2013-15
- Leading DIY retailers online
-
- Figure 57: Leading online retailers of DIY goods to consumers, 2013-15
-
Advertising and Marketing Activity
-
- DIY retailers continue to cut back on advertising spend
-
- Figure 58: Total main media advertising spend in the UK DIY retailing sector, 2012-15
- B&Q remains the UK’s biggest advertiser
-
- Figure 59: Main media advertising spend by leading DIY retailers, 2012-15
- Share of advertising spend
-
- Figure 60: Share of total main media advertising spend in the UK DIY retailing sector, by retailer, 2014 and 2015
- Television is the favoured media type
-
- Figure 61: Main media advertising spend, by media type, 2012-15
- Figure 62: Main media advertising spend in the UK DIY retailing sector, by media type, 2012-15
- Campaign highlights
- What we have seen in 2016
- A note on adspend
Brand Research
-
- Brand map
-
- Figure 63: Attitudes towards and usage of selected brands, February 2016
- Key brand metrics
-
- Figure 64: Key metrics for selected brands, February 2016
- Brand attitudes: Wickes for value, but B&Q is worth paying more for
-
- Figure 65: Attitudes, by DIY retailer brand, February 2016
- Brand personality: Homebase is unethical and exclusive, but Wickes is fun
-
- Figure 66: Brand personality – Macro image, February 2016
- B&Q is disappointing, but Homebase is cutting edge
-
- Figure 67: Brand personality – Micro image, February 2016
- Brand analysis
- Wilko – The store of choice for women
-
- Figure 68: User profile of Wilko, February 2016
- B&Q middle of the range for everything
-
- Figure 69: User profile of B&Q, February 2016
- Screwfix a male preserve for the serious DIYer
-
- Figure 70: User profile of Screwfix, February 2016
- Wickes the superstore for the serious DIYer
-
- Figure 71: User profile of Wickes, February 2016
- Homebase’s swansong
-
- Figure 72: User profile of Homebase, February 2016
Kingfisher Group
-
- What we think
- Justifying the structure
- Good chances of success
- Moving cautiously
- Where next?
- Company background
- One Kingfisher – Ranges
- One Kingfisher: Stores and online
- Systems
- Management
- History
- Company performance
-
- Figure 73: Kingfisher Group: Group financial performance, 2011/12-2015/16
- Figure 74: Kingfisher Group: Outlet data, 2011/12-2015/16
- Retail offering
Homebase – Bunnings
-
- What we think
- All change
- Adopting a warehouse format
- Mainly branded
- New format
- Pilot stores
- Doubts
- Will it work?
- Company background
- Company performance
-
- Figure 75: Homebase Ltd: Group financial performance, 2011/12-2015/16
- Figure 76: Homebase Ltd: Outlet data, 2011/12-2015/16
- Retail offering
Wickes/Toolstation/Tile Giant/Travis Perkins Retail
-
- What we think
- Wickes’ performance improves on the back of new-look stores with broader appeal
- Excess space initiative driving footfall to Wickes’ biggest stores
- Toolstation rapid store expansion
- One-hour click-and-collect
- Augmented reality tool transforms the online Tile Giant buying experience
- Background
- Company performance
-
- Figure 77: Travis Perkins Retail: Consumer division financial performance, 2010/11-2014/15
-
- Figure 78: Travis Perkins Retail: Consumer division outlet data, 2010/11-2014/15
- Retail offering
Clas Ohlson
-
- What we think
- Performance
- Strategy
- International expansion
- Implementing new IT platform
- Where next?
- Background
- Company performance
-
- Figure 79: Clas Ohlson: Group financial performance, 2010/11-2015/16
-
- Figure 80: Clas Ohlson: Outlet data, 2010/11-2015/16
- Retail offering
The Consumer – What You Need to Know
-
- 75% have bought DIY products in the past year
- Renters prefer non-specialists
- Non-specialists are more popular for online purchases
- DIY consumers like to shop around
- Consumers happy with product quality but less so with staff knowledge
- B&Q impresses with its range but struggles on price
- Homebase struggles on range and staff knowledge
- More than half purchase paint/wallpaper
- You get what you pay for
- Online tutorials the go-to for DIYers of all ages
Where They Shop
-
- B&Q most popular for DIY purchases
- Specialists only slightly more popular than non-specialists
-
- Figure 81: Where they shop for DIY/home improvement products, March 2016
- Non-specialists are more popular for DIY shopping online
-
- Figure 82: Retailer used for DIY/home improvement purchases in the past 12 months, by online or in-store, March 2016
- Homeowners most likely to purchase DIY from specialists
-
- Figure 83: Where they shopped for DIY/home improvement products in the past 12 months, by housing tenure, March 2016
-
- Figure 84: Where they shopped for DIY/home improvement products in the past 12 months, by housing tenure, March 2016
- Lack of loyalty in DIY sector
-
- Figure 85: Number of DIY retailers or types of DIY retailer used in the past 12 months, March 2016
- Screwfix positioned as a ‘top-up’ DIY shopping location
-
- Figure 86: Number of DIY retailers or types of DIY retailer used in the past 12 months, by retailer shopped at, March 2016
- Shopper profiles
-
- Figure 87: Where they shopped, by age and socio-economic group, March 2016
- Younger and more affluent customers shop online
-
- Figure 88: Where they shopped, by age and socio-economic group, online and offline specialists and non-specialists, March 2016
- Where they spend the most
-
- Figure 89: Where they spent the most money on DIY products in-store in the past 12 months, March 2016
Customer Satisfaction
-
- Lack of satisfaction with customer service
-
- Figure 90: Overall satisfaction with DIY stores, March 2016
- Satisfaction by profile
-
- Figure 91: Satisfaction with DIY retailers, be age and affluence, March 2016
- Renters less satisfied than homeowners
-
- Figure 92: Satisfaction with the DIY retailer used the most, by housing tenure, March 2016
- Key driver analysis
- Product quality and range are the main drivers of satisfaction
- Back to the experts
-
- Figure 93: Key drivers of overall satisfaction with DIY retailer most spent at, March 2016
- Figure 94: Overall satisfaction with DIY retailer most spent at – Key driver output, March 2016
Satisfaction by Retailer
-
- B&Q stands out for its range of products
-
- Figure 95: Satisfaction of customers of B&Q, March 2016
- Nectar card satisfies Homebase customers
-
- Figure 96: Satisfaction of customers of Homebase, March 2016
- Non-specialists favoured for lower prices
-
- Figure 97: Satisfaction of customers who bought DIY products from non-specialist retailers, March 2016
What They Bought
-
- More than half purchase paint/wallpaper
-
- Figure 98: What DIY/home improvement products they bought, March 2016
- Renters are more likely to buy soft furnishings and furniture
-
- Figure 99: What DIY/home improvement products they buy, by housing tenure, March 2016
- Scots favour flooring and lighting
-
- Figure 100: What DIY/home improvement products they buy, by region, March 2016
- Yorkshire and northern England shop more for outdoor
-
- Figure 101: What DIY/home improvement products they buy, by region, March 2016
- Flooring and plumbing supplies drive sales in the Midlands
-
- Figure 102: What DIY/home improvement products they buy, by region, March 2016
- London and the South East least likely to buy DIY products
-
- Figure 103: What DIY/home improvement products they buy, by region, March 2016
- Wales and the South West prefer decorating their homes
-
- Figure 104: What DIY/home improvement products they buy, by region, March 2016
- Age and affluence affect purchases
-
- Figure 105: What they bought, by customer profile, March 2016
Why They Bought
-
- Variations in why consumers shop for DIY products
-
- Figure 106: Why they bought DIY/home improvement products, March 2016
- Women renovate while men help out and repair
-
- Figure 107: Why they bought DIY/home improvement products, March 2016
- Urbanites help each other out
-
- Figure 108: Why they bought DIY/home improvement products, March 2016
- The young give a helping hand
-
- Figure 109: Why they bought DIY/home improvement products, by age and socio-economic group, March 2016
Attitudes towards DIY
-
- Product quality is important
-
- Figure 110: Attitudes towards shopping for DIY/home improvement products, March 2016
- Specialist shoppers value in-store advice
-
- Figure 111: Agreement with the statement ‘Advice from staff in-store is valuable when buying DIY products’, by where they shopped (any), March 2016
- Time-pressed renters find DIY warehouses too big
-
- Figure 112: Attitudes towards shopping for DIY/home improvement products, by housing tenure, March 2016
- Technology is a valuable source of information
-
- Figure 113: Selected attitudes towards shopping for DIY/home improvement products, by age, March 2016
- Over half of under-35s interested in renting DIY products
-
- Figure 114: Interest in renting DIY tools or equipment, by age, March 2016
- Time pressures hold back under-35s
-
- Figure 115: Selected attitudes towards shopping for DIY/home improvement products, by age, March 2016
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Data sources
- Financial definitions
- Sales per store, sales per square metre
- Exchange rates
- Consumer Research Methodology
- The consumer: Key driver analysis
-
- Figure 116: Overall satisfaction with DIY retailer most spent at – Key driver output, February 2016
-
- Figure 117: Satisfaction with DIY retailer most spent at, February 2016
- Forecast methodology
- Abbreviations
Back to top