Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Market size and forecast
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- Figure 1: Total DIY/hardware specialist sector size (including VAT), 2011-21
- Consumer spending on DIY up 4.5%
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- Figure 2: Growth in consumer spending on DIY products, 2012-17
- Changing trends in housing tenure
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- Figure 3: Housing tenure in England, 2005-16
- Companies, brands and innovations
- B&Q launches first high-street store
- Out-of-town losing out to the High Street
- Argos is the leading non-specialist
- Online
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- Figure 4: Estimated online sales of DIY products to consumers (excluding VAT), 2013-16
- The consumer
- B&Q dominates the sector
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- Figure 5: Where they shopped for DIY/home improvement products, in-store or online, March 2017
- 62% have carried out DIY in the past year
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- Figure 6: Projects undertaken in the past year and who did the work, March 2017
- Multi-channel shopping becoming embedded
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- Figure 7: How they shopped for DIY projects, March 2017
- Quality drives DIY decision making
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- Figure 8: Factors important when shopping for DIY products, March 2017
- Over a quarter of under-35s find it embarrassing to ask for advice
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- Figure 9: Attitudes towards shopping for DIY products, March 2017
- What we think
Issues and Insights
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- Inspiration or back-to-basics – Diverging strategies from the DIY sheds
- The facts
- The implications
- Opportunities for DIY as renting becomes the new norm
- The facts
- The implications
The Market – What You Need to Know
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- Sales through specialists increase 2.1%
- Consumer spending growth slows to 4.5%
- Garden products see strongest growth
- Specialists account for 61% of consumer spending
- Housing market holds up through 2016
- Growing proportion of renters
Market Size and Forecast
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- Specialists’ sales grow 2.1%
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- Figure 10: Total DIY/hardware specialist sector size (including VAT), 2011-21
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- Figure 11: Total DIY/hardware specialist sector size (including VAT), in current and constant prices, 2011-21
Market Segmentation
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- Sheds/big box segment
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- Figure 12: Shed/big-box specialists’ sector size (including VAT), 2011-21
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- Figure 13: Shed/big-box specialists’ sector size (including VAT), in current and constant prices, 2011-21
- Other DIY/hardware specialists segment
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- Figure 14: Other DIY/hardware stores segment (including VAT), 2011-21
- Figure 15: Other DIY/hardware stores segment (including VAT), in current and constant prices, 2011-21
- Forecast methodology
Consumer Spending on DIY Products
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- Growth slows to 4.5%
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- Figure 16: Consumer spending on DIY products, 2012-17
- Consumer spending by product category
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- Figure 17: Consumer spending on DIY products, category breakdown, 2016
- Mintel’s market size
Channels of Distribution
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- Figure 18: DIY products*, estimated channels of distribution, 2016
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Market Drivers
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- Housing market
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- Figure 19: Annual number of property transactions with a value of £40,000 or above (non-seasonally adjusted), 2006-16
- Monthly housing transactions
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- Figure 20: Monthly number of property transactions valued at over £40,000 (non-seasonally adjusted), January 2016-March 2017
- Inflation
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- Figure 21: Inflation in key product categories, annual rate of change, 2012-16
- Inflation creeps up in early 2017
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- Figure 22: Consumer price inflation, monthly rate of change for selected product categories, October 2016-March 2017
- Falling number of people buying houses on a mortgage
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- Figure 23: Housing tenure in England, 2005-16
- Consumer spending plans
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- Figure 24: Have or intend to spend any extra money on the home, May 2016-April 2017
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- Figure 25: Where they spend extra money, by housing tenure, February 2017
Key Players – What You Need to Know
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- All change at the market leaders
- Out-of-town losing out to the High Street
- Non-food discounters taking the high street share, rather than specialists
- Online small and dominated by the market leaders
- Advertising 0.7% of sector sales
- Improving perception of Wilko
Innovation and Launch Activity
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- UK's first comparison website for building and DIY supplies
- B&Q getting closer to customers
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- Figure 26: B&Q, mini format store, Holloway Road, London, March 2017
- Virtual reality tool for hands-on DIY training
- Robot assistants
- Personalised DIY help at home using ‘advice avatars’
- 'Wickes Hourly'
- DIY Ladies Night
Space Allocation Summary
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- Space allocation overview
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- Figure 27: DIY retailers: in-store/outdoor space allocation estimates, April 2017
- Detailed space allocation estimates
- Big-box DIY specialists
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- Figure 28: Bunnings, St Albans, garden and tool hire, April 2017
- High street DIY destinations
- Out-of-town discount home improvement and garden shopping
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- Figure 29: DIY retailers: detailed in-store/outdoor space allocation estimates, April 2017
Retail Product Mix
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- Figure 30: Leading DIY retailers estimated sales by product %, 2016
- Figure 31: Leading DIY retailers estimated sales by product, 2016
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Leading Specialist Retailers
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- Superstores dominate
- New specialists with a trade focus
- High street retailers
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- Figure 32: Leading DIY specialists, sales 2013/14-2016/17
- Figure 33: Leading DIY specialists, outlets, 2013/14-2016/17
- Figure 34: Leading DIY specialists, sales per outlet, 2013/14-2016/17
Leading Non-specialist Retailers
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- Argos
- Amazon catching up
- The Range and the discounters growing fast
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- Figure 35: Leading non-specialists, estimated DIY sales (excluding VAT), 2013/4-2016/7
- Supermarkets
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- Figure 36: Leading supermarkets, estimated DIY sales (excluding VAT), 2013/4-2016/7
Market Shares
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- Figure 37: Leading retailers estimated trade share of sales, 2013-16
- Share of specialists’ sales
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- Figure 38: Leading DIY retailers, share of all specialists’ sales, 2014-16
- Share of all DIY spending
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- Figure 39: Leading DIY retailers, share of all DIY spending, 2014-16
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Online
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- Industry data
- Online sales to consumers
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- Figure 40: DIY estimated online sales by type of retailer, 2016
- Figure 41: Estimated online sales of DIY products to consumers (excluding VAT), 2014-16
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- Figure 42: Estimated sales of DIY products to consumers, 2014-16
Advertising and Marketing Activity
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- Little change in total DIY retail advertising spend year-on-year in 2016
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- Figure 43: Recorded above-the-line, online display and direct mail total advertising expenditure by UK DIY retailers, 2013-16
- B&Q is the UK’s biggest DIY retail advertising spender
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- Figure 44: Leading UK DIY retailers: recorded above-the-line, online display and direct mail total advertising expenditure, 2013-16
- Homebase increases its share of total advertising spend in 2016
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- Figure 45: Big three DIY retailers share of recorded above-the-line, online display and direct mail total advertising expenditure, 2015 and 2016
- Half of all advertising expenditure channelled through TV
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- Figure 46: Recorded above-the-line, online display and direct mail total advertising expenditure by UK DIY retailers by media type, 2013-16
- Media types used by the Big Three
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- Figure 47: Recorded above-the-line, online display and direct mail total advertising expenditure by the UK’s three biggest DIY retailers by media type, 2016
- What we’ve seen in 2017
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 48: Attitudes towards and usage of selected brands, March 2017
- Key brand metrics
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- Figure 49: Key metrics for selected brands, March 2017
- Brand attitudes: Wilko owns the value position
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- Figure 50: Attitudes, by brand, March 2017
- Brand personality: Wilko is vibrant and fun, B&Q is tired
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- Figure 51: Brand personality – Macro image, March 2017
- A more flattering view of B&Q
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- Figure 52: Brand personality – Micro image, March 2017
- Brand analysis
- Wilko – Value for women
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- Figure 53: User profile of Wilko, March 2017
- Screwfix for the affluent, serious DIYer
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- Figure 54: User profile of Screwfix, March 2017
- B&Q the broad mass market player
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- Figure 55: User profile of B&Q, March 2017
- Wickes the destination store for the serious DIYer
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- Figure 56: User profile of Wickes, March 2017
- Homebase – So farewell then
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- Figure 57: User profile of Homebase, March 2017
Kingfisher Group
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- What we think
- The transformation
- Will it work?
- Longer term
- Company background
- Company performance
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- Figure 58: Kingfisher Group: group financial performance, 2012/13-2016/17
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- Figure 59: Kingfisher Group: outlet data, 2012/13-2016/17
- Retail offering
Homebase – Bunnings
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- What we think
- Big changes
- A completely new business
- Where next?
- Background
- Company performance
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- Figure 60: Homebase Ltd: Group financial performance, 2011/12-2015/16
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- Figure 61: Homebase Ltd: outlet data, 2011/12-2015/16
- Retail offering
Wickes/Toolstation/Tile Giant/Travis Perkins Retail
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- What we think
- Accelerated expansion of new more inspirational Wickes store format
- Multichannel enhancements help grow online sales
- New tile shopping experience
- Convenient one-stop retail destinations for all things DIY
- Company background
- Company performance
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- Figure 62: Travis Perkins Retail: consumer division financial performance, 2011/12-2015/16
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- Figure 63: Travis Perkins Retail: consumer division outlet data, 2011/12-2015/16
- Retail offering
The Consumer – What You Need to Know
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- B&Q dominates the sector
- Painting/decorating the most popular DIY project
- Use of tradesmen increases with age
- Multiple channels used for purchases
- Quality is most important when shopping for DIY
- Independent reviews aid purchase decisions
Where They Shopped
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- B&Q dominates the sector
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- Figure 64: Where they shopped for DIY/home improvement products, March 2017
- Online becoming more important
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- Figure 65: Where they shopped for DIY/home improvement products, in-store or online, March 2017
- Online more appealing to younger shoppers
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- Figure 66: Where they shopped for DIY/home improvement products, by average age and socio-economic group, March 2017
- Repertoire analysis
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- Figure 67: Where they shopped for DIY products in-store, repertoire analysis, March 2017
Projects Undertaken
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- 43% have done painting/decorating themselves
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- Figure 68: Projects undertaken in the past year and who did the work, March 2017
- DIY the most popular way to carry out home improvement
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- Figure 69: How they carried out home improvement projects in the past year, March 2017
- 25-34-year-olds most likely to get help with DIY
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- Figure 70: Who carried out home improvement projects, 25-44-year-olds, March 2017
- Use of tradesmen increases with age
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- Figure 71: Who carried out home improvement projects, 45+-year-olds, March 2017
- Promoting DIY as a social experience
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- Figure 72: Proportion of DIY shoppers saying they ‘learnt a new skill or technique’ by who carried out the DIY/home improvement project they spent the most on, March 2017
- Projects they spent the most on
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- Figure 73: Project completed in the past year they spent the most money on, March 2017
How They Shopped
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- Painters/decorators like to visit stores
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- Figure 74: How they shopped for a painting/decorating project, compared to the average, March 2017
- Buyers of window furnishings like to shop around
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- Figure 75: How they shopped for new curtains/blinds/shutters, compared to the average, March 2017
- Stores are essential when shopping for flooring
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- Figure 76: How they shopped for a tiling, flooring or carpeting project, compared to the average, March 2017
- Minor alterations shopping driven by price and availability
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- Figure 77: How they shopped for carrying out minor interior alterations, compared to the average, March 2017
- Shopping around important for garden projects
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- Figure 78: How they shopped for garden projects, compared to the average, March 2017
- Store visits are essential for fitted kitchens and bathrooms
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- Figure 79: How they shopped for a new fitted kitchen or bathroom, compared to the average, March 2017
CHAID Analysis
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- Methodology
- Urbanites most likely to visit stores for inspiration
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- Figure 80: Behaviours while shopping for DIY products – CHAID – Tree output, March 2017
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- Figure 81: Behaviours while shopping for DIY products – CHAID – Table output, March 2017
Important Factors When Shopping for DIY
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- Quality is most important when shopping for DIY products
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- Figure 82: Factors important when shopping for DIY products, March 2017
- Home-owners place greater emphasis on quality
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- Figure 83: Top ranking factor for choosing where to shop for DIY products, by housing tenure, March 2017
- 35-44-year-olds prioritise price
- Fragmented priorities of younger shoppers
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- Figure 84: Main reason for choosing where to shop for DIY products, by age group, March 2017
- Younger consumers less concerned by range
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- Figure 85: Proportion selecting ‘Widest range of products’ as the top-ranking factor influencing where they shopped for DIY, March 2017
- Value seekers head to the non-specialists
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- Figure 86: Those choosing ‘The lowest prices’ as an important factor when choosing where to shop for DIY products, by where they shopped for DIY products in the past year, March 2017
Attitudes towards Shopping for DIY Products
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- Quality is more important than price
- Independent reviews hold weight
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- Figure 87: Attitudes towards shopping for DIY products, March 2017
- A third of 16-24-year-olds are embarrassed to ask for advice
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- Figure 88: Agreement with selected statements, by age group, March 2017
- Interest in services peaks among the young
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- Figure 89: Interest in services, by age group, March 2017
- Non-shed specialists attract the most enthusiastic DIYers
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- Figure 90: Selected attitudes towards shopping for DIY, by where they shopped for DIY in the past year, March 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast Methodology
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