Table of Contents
Overview
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- What you need to know
- Areas covered in this report
Executive Summary
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- The market
- The economy
- Market size
- Inflation
- The housing market
- Channels of distribution
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- Figure 1: France: estimated channels of distribution for DIY spending, 2015/16
- Sector size and forecast
- Leading specialists
- Key metrics
- Market shares
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- Figure 2: France: leading specialist DIY retail groups: shares of all DIY specialists’ sales, 2016
- Online
- The consumer
- Where they shop
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- Figure 3: France: retailers used to buy DIY goods in the last 12 months, either in-store or online, March 2017
- Participation in DIY activities
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- Figure 4: France: DIY jobs completed in the last 12 months, March 2017
- Attitudes to DIY
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- Figure 5: France: attitudes to DIY, March 2017
- What we think
Issues and Insights
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- The rise and rise of Leroy Merlin
- The facts
- The implications
- Opportunities to engage more with women
- The facts
- The implications
The Market – What You Need to Know
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- Economy weak and outlook uncertain
- Spending on DIY resilient in 2016
- Housing market stable
- Consumer confidence looking up
- Specialists capture almost 80% of DIY spending
- DIY specialists have had a good couple of years
Market Size and Key Drivers
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- Economic growth is sluggish
- Mintel DIY market size
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- Figure 6: France: DIY products – The Mintel market size (incl. VAT), 2012-17 (f)
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- Figure 7: France: Mintel DIY market size: breakdown by product, 2016
- DIY-related spending categories
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- Figure 8: France: consumer spending in detail (incl. VAT), 2012-16
- Inflation
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- Figure 9: France: consumer prices of DIY-related categories, annual % change, 2012-16
- Figure 10: France: consumer prices of DIY-related categories, annual % change, October 2015-March 2017
- Market drivers
- Housing market
- Home ownership
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- Figure 11: France: tenure types: owners vs tenants, 2007-15
- Consumer confidence
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- Figure 12: France: consumer confidence: January 2007-January 2017
- Consumer spending plans
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- Figure 13: France: consumers’ planned spending on housing and home, Q4 2013-Q1 2017
Channels of Distribution
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- Specialists dominate in DIY
- Hypermarkets/grocers
- Garden centres
- Online
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- Figure 14: France: estimated channels of distribution for DIY spending, 2015/16
Sector Size and Forecast
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- A resilient sector
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- Figure 15: France: DIY specialists’ sales (excl. VAT), 2011-16
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- Figure 16: France: DIY specialists’ sales, forecasts, excl VAT, 2017-21
Leading Specialists – What You Need to Know
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- A concentrated sector
- A long tail
- Leroy Merlin has grown market share most
- Online underdeveloped
Leading Specialists
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- Leroy Merlin pulling ahead
- As Castorama holds steady
- Bricomarché invests in Bricocash
- Mr Bricolage looks to REBOND
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- Figure 17: France: leading specialist DIY retailers, sales, 2012-16
- Figure 18: France: leading specialist DIY retailers, outlet numbers, 2012-16
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- Figure 19: France: leading specialist DIY retailers, sales per outlet, 2012-16
Market Shares
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- Leroy Merlin has gained share while the rest stay level
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- Figure 20: France: leading specialist DIY retailers, shares of all DIY specialists’ sales, 2012-16
Online
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- Online activity and device usage
- Shopping online
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- Figure 21: France: percentage purchasing online, 2011-16
- Online sales
- Leading online players
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- Figure 22: France: retailers used to buy DIY goods in the past 12 months, online, March 2017
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- Figure 23: France: estimated sales of DIY products online by leading retailers, 2015/16
- Specialists
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- Figure 24: France: leading store-based DIY specialists: online presence, 2017
- Pureplayers
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- Figure 25: France: major online retailers of DIY-related categories, 2017
The Consumer – What You Need to Know
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- Dominance of Leroy Merlin
- Online retailers ahead of all the store-based retailers online
- Older, more affluent consumers most likely to do DIY
- DIY sheds most popular with homeowners
- 75% have done DIY of some kind without a tradesman
- Older consumers more self-sufficient
- Advice in-store important
Where They Shop
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- 80% had shopped for DIY over the last year
- Leroy Merlin the most popular chain
- Over a quarter had used Amazon
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- Figure 26: France: retailers used to buy DIY goods in the past 12 months, either in-store or online, March 2017
- Leroy Merlin dominates in-store shopping
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- Figure 27: France: retailers used to buy DIY goods in the past 12 months, in-store, March 2017
- Amazon dominates online with the store-based retailers weak
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- Figure 28: France: retailers used to buy DIY goods in the past 12 months, online, March 2017
- Big-box retailers attract older, most affluent customers
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- Figure 29: France: profile of those who had bought DIY goods, whether in-store of online, by type of retailer used, March 2017
- DIY sheds most popular with homeowners
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- Figure 30: France: percentage point difference in usage of DIY stores either online or in-store between homeowners and renters, March 2017
Participation in DIY Activities
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- A nation of keen DIYers
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- Figure 31: France: DIY jobs completed in the last 12 months, March 2017
- Three-quarters have done some DIY
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- Figure 32: France: who completed DIY jobs in the last 12 months, March 2017
- Older consumers more self-sufficient
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- Figure 33: France: who completed DIY jobs in the last 12 months, by age group, March 2017
- DIY activities done by retailers used
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- Figure 34: France: DIY jobs completed in the last 12 months, by retailers purchased from (whether in-store or online), March 2017
Attitudes to DIY
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- Advice in-store the most important
- A third would like to rent tools or equipment
- Improving skills is an opportunity
- Provide access to professionals
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- Figure 35: France: attitudes to DIY, March 2017
- Older people are more confident, but opportunities exist to educate the young and affluent
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- Figure 36: France: profile of those who agreed with various attitude statements towards DIY, March 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
ADEO
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- What we think
- A portfolio of brands expanding internationally
- Vision 2025
- Smaller city centre stores
- Attracting younger and less confident DIYersff
- Digital and online
- Company background
- Company performance
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- Figure 37: ADEO: group sales performance, 2012-16
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- Figure 38: ADEO: retail formats, 2017
- Figure 39: ADEO: outlet data (main European countries), 2012-16
- Retail offering
- Leroy Merlin
- Other fascia
Bricomarché/Brico Cash
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- What we think
- Own brand development
- Enhanced in-store experience
- Accelerated growth in Poland on back of Praktiker’s store closures
- New city centre concept
- A winning formula
- Company background
- Company performance
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- Figure 40: Bricomarché/Brico Cash: estimated sales performance, 2012-16
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- Figure 41: Bricomarché/Brico Cash: estimated outlet data, 2012-16
- Retail offering
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 42: Kingfisher Group: group financial performance, 2012/13-2016/17
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- Figure 43: Kingfisher Group: outlet data, 2012/13-2016/17
- Retail offering
Mr. Bricolage Group
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- What we think
- A business searching for a way forward
- Disposal of company-owned stores
- International expansion stalls
- E-commerce takes priority
- Where next
- Company background
- Company performance
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- Figure 44: Mr. Bricolage Group: sales at retail*, 2012-16
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- Figure 45: Mr. Bricolage Group: outlet data*, 2012-16
- Retail offering
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