Fuelled by a housing boom and media obsessed with home and garden improvement programmes, the value of the DIY sector retail sales has grown by 6.5% to stand at £8.4 billion, and has boasted a negative inflation rate in the sector over the past year. Despite this growth and a significant increase in consumer demand, the market is in desperate need of specific marketing and promotional activities to avoid saturation or decline.

· A major change in merchandise and presentation is an acknowledgement of women as primary purchasers and as the people who carry out the DIY projects.

· The next rank of DIY retailers will be seeking effective differentiation strategies, and those who are unsuccessful will be unable to compete in the market.

· The media's impact on the market has shifted the purpose of DIY from functional, cost saving motivation, to a style conscious leisure activity.

What opportunities remain for DIY retailers and how can these companies avoid reaching their saturation point? DIY Retailing examines the key features of the market that hold potential for growth, and highlights important aspects of the marketing strategies that may secure certain sectors of the market. This report also provides insight into consumer usage of different named outlets, shopping frequency, and attitudes toward aspects of DIY retailing.

Other Mintel reports of relevance are:

- The DIY Consumer, Leisure Intelligence, January 1999

- Home Decoration, Leisure Intelligence, June 1998

- DIY Review, Leisure Intelligence, December 1997.