Table of Contents
Executive Summary
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- The market
- Spending and inflation
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- Figure 1: France: DIY Products – the Mintel market size (incl.VAT), 2011-16
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- Figure 2: France: Mintel DIY Market size: Breakdown by product, 2015
- Sector size and forecast
- Leading players
- Key metrics
- Market shares
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- Figure 3: France: Leading specialist DIY retailers: Share of all DIY retailers’ sales, 2015
- Online
- The consumer
- Where they shop
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- Figure 4: France: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2016
- What they buy
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- Figure 5: France: The consumer: DIY products purchased in the past 12 months, March 2016
- Factors influencing choice of retailer
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- Figure 6: France: The consumer: Profile of those that ranked each factor first, March 2016
- What we think
Issues and Insights
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- Is consolidation inevitable?
- The facts
- The implications
- How can DIY retailers sustain growth in a mature market?
- The facts
- The implications
The Market – What You Need to Know
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- Economy showing signs of an uplift
- DIY spending subdued but gaining some momentum
- DIY market worth €24.4 billion in 2015
- Drivers of growth
- Specialists’ rate of growth increased in 2015
- Threats to the sector
Spending and Inflation
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- Economic recovery taking hold, boosted by consumer spending
- DIY spending subdued but gaining momentum
- Mintel DIY market size
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- Figure 7: France: DIY products – Mintel market size (incl. VAT), 2010-16
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- Figure 8: France: Mintel DIY Market size: Breakdown by product, 2015
- DIY-related spending categories
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- Figure 9: France: Consumer spending on DIY related categories in detail (incl. VAT), 2010-15
- Inflation
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- Figure 10: France: Consumer prices * of DIY-related categories, Annual % change, 2011-15
- Figure 11: France: Consumer prices * of DIY related categories, Annual % change, September 2014 –February 2016
- Owner occupation
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- Figure 12: France: Home ownership (% of population), 2006-14
- Population changes offer both opportunities and challenges
- Interest in sustainability opens opportunities
Sector Size and Forecast
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- 2015 a better year for overall retail sales
- Specialists’ rate of growth increased in 2015
- Threats from other channels
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- Figure 13: France: DIY retailers’ sales (excl. VAT), 2010-15
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- Figure 14: France: DIY retailers’ value sales growth, 2011-15
- Figure 15: France: DIY retailers’ volume sales growth, 2011-15
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- Figure 16: France: DIY retailers’ sales, Forecasts, excl VAT, 2016-20
Leading Players – What You Need to Know
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- Groupe Adeo and Kingfisher way ahead
- Ripe for consolidation
- Market shares stable
- Online still quite small
Leading Players
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- Adeo and Kingfisher lead
- Big box DIY stores dominate
- Consolidation on the cards?
- Kingfisher France holding back the group
- Adeo/Leroy Merlin has many strengths
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- Figure 17: France: Leading specialist DIY retailers: sales, 2011-15
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- Figure 18: France: Leading specialist DIY retailers: Outlets, 2011-15
- Figure 19: France: Leading specialist DIY retailers: Sales per outlet, 2012-15
Market Shares
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- Market stable over the last four years
- But Adeo pulling ahead
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- Figure 20: France: Leading specialist DIY retailers: Shares of all DIY retailers sales, 2011-15
Online
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- Online activity
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- Figure 21: France: Online purchasing, 2010-15
- Market size
- Leading online players
- Specialists
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- Figure 22: France: Major online retailers of DIY and DIY-related categories, 2015
- Pureplayers
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- Figure 23: France: Major online retailers of DIY and DIY related categories, 2015
The Consumer – What You Need to Know
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- Specialists dominate, led by Leroy Merlin
- Older shoppers prefer to buy in-store, younger online
- Softer DIY purchases most popular
- Bigger projects most prevalent amongst younger age groups
- Pricing is key
- But value for money counts too
Where they Shop
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- Specialists dominate
- Leroy Merlin – pulling ahead of rivals
- Rapid growth in pure players
- The rest a fragmented market
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- Figure 24: France: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2016
- Rapid growth in online
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- Figure 25: France: The consumer: Retailers used whether in-store or online in the past 12 months, March 2016
- Men shopping more than women, but not by a huge margin
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- Figure 26: France: The consumer: Retailers used for DIY purchases in the past 12 months, by in-store or online, March 2016
- Older shoppers prefer to buy in-store, younger online
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- Figure 27: France: The consumer: Purchased DIY products in the past 12 months, in-store or online, by age group, March 2016
- Trend data: 2013-15
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- Figure 28: France: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, February 2014, March 2015 and March 2016
- Customer profiles
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- Figure 29: France: Profile of customers of leading DIY retailers, March 2016
What they Buy
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- More purchasing at the softer end of the market
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- Figure 30: France: The consumer: DIY products purchased in the past 12 months, March 2016
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- Figure 31: France: The consumer: DIY products purchased in the past 12 months, March 2016
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- Figure 32: France: The consumer: DIY products purchased in the past 12 months, March 2016
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- Figure 33: France: DIY products: What they buy by where they shop, March 2016
Factors Influencing Choice of Retailer
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- Price is the most important factor
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- Figure 34: France: The consumer: DIY products purchased in the past 12 months, March 2016
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- Figure 35: France: The consumer: Important factors when deciding where to buy DIY/home improvement goods, March 2016
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- Figure 36: France: The consumer: Profile of those that ranked each factor first, March 2016
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- Figure 37: France: Most important factor in deciding where to shop, by where they shop, March 2015
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- Figure 38: France: Most important factors determining where to shop, by where they shop, March 2015
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
Adeo
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- What we think
- A diverse, international business
- Digitally on the ball
- Expanding softer end
- Looking for growth by enabling and educating consumers
- Company background
- Company performance
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- Figure 39: Adeo: Group sales performance, 2011-15
- Figure 40: Adeo: Retail formats, 2016
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- Figure 41: Adeo: Outlet data (main European countries), 2011-15
- Retail offering
- Leroy Merlin
- Other fascia
Bricomarché/Brico Cash
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- What we think
- Warehouse format capitalising on handymen demand for big name brands at discount prices
- Rental scheme enhances affordable credentials
- Bricomarché Poland outperforms total Polish DIY retailers’ sales growth in 2015
- Company background
- Company performance
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- Figure 42: Bricomarché/Brico Cash: Estimated sales performance, 2011-15
- Figure 43: Bricomarché/Brico Cash: Outlet data, 2011-15
- Retail offering
Kingfisher Group
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- 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
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- Figure 44: Kingfisher Group: Group financial performance, 2011/12-2015/16
- Figure 45: Kingfisher Group: Outlet data, 2011/12-2015/16
- Retail offering
Mr. Bricolage Group
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- What we think
- Performance
- International growth
- Multichannel expansion
- Where next
- Company background
- Company performance
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- Figure 46: Mr. Bricolage Group: Group financial performance, 2010-15
- Figure 47: Mr. Bricolage Group: Outlet data, 2010-15
- Retail offering
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