Table of Contents
Executive Summary
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- The market
- Growth in the specialists’ sector…
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- Figure 1: Total DIY/hardware specialist sector size (including VAT), 2013-23
- …but the sheds continue to lose share
- Strong growth in spending on DIY-related products
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- Figure 2: Total consumer spending on DIY products, 2014-18
- DIY sheds account for a third of total spending
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- Figure 3: DIY products, estimated channels of distribution, 2018
- Online sales reach £1.9 billion
- Housing transactions decline slightly in 2018
- Companies and brands
- Shed retailers all have issues
- Argos is the leading non-specialist
- B&Q accounts for a quarter of the specialists
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- Figure 4: Leading DIY retailers, estimated share of all specialists’ sales, 2018
- B&Q is the most recommended brand
- Total advertising spend down 25.8% year on year in 2018
- Homebase allocates the largest space to garden
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- Figure 5: DIY retailers: In-store/outdoor space allocation estimates, April 2019
- The consumer
- Specialists continue to lead
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- Figure 6: Where they shopped for DIY products, March 2019
- Online buyers are younger
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- Figure 7: Where they shopped for DIY products, by in-store versus online, March 2019
- Important factors differ by age
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- Figure 8: Important factors in deciding where to shop, March 2019
- Painting and decorating products bought by half
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- Figure 9: What they bought, March 2019
- DIY retailers remain a popular source of information
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- Figure 10: Where they look for information, March 2019
- DIY stores are the perfect place to start a project
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- Figure 11: Attitudes towards DIY, March 2019
- 55% would like DIY stores to recommend reliable tradespeople
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- Figure 12: Interest in services, March 2019
- What we think
Issues and Insights
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- What now for B&Q and Wickes?
- The facts
- The implications
- Is it time to stop focusing on homeowners?
- The facts
- The implications
- Should DIY retailers be taking a lead on the connected home?
- The facts
- The implications
The Market – What You Need to Know
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- Growth in the specialists’ sector…
- …but the sheds continue to lose share
- Strong growth in spending on DIY-related products
- DIY sheds account for a third of total spending
- Online sales reach £1.9 billion
- Housing transactions decline slightly in 2018
Market Size and Forecast
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- Growth in the specialists’ sector
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- Figure 13: Total DIY/hardware specialist sector size (including VAT), 2013-23
- Figure 14: Total DIY/hardware specialist sector size (including VAT), 2013-23
- Forecast methodology
Market Segmentation
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- Shed specialists struggle to retain relevance
- Big three continue to experience change and disruption
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- Figure 15: Shed/big-box specialists’ sector size (including VAT), 2013-23
- Figure 16: Shed/big-box specialists’ sector size (including VAT), 2013-23
- Growth continues to come from smaller specialists
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- Figure 17: Other DIY/hardware stores segment (including VAT), 2013-23
- Figure 18: Other DIY/hardware stores segment (including VAT), 2013-23
Consumer Spending on DIY Products
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- Strong growth in spending on DIY-related products
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- Figure 19: Consumer spending on DIY-related products, 2013-18
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- Figure 20: Category breakdown of consumer spending on DIY-related products, 2016-18
- Mintel’s consumer spending market size
Channels of Distribution
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- DIY sheds account for a third of spending
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- Figure 21: DIY products, estimated channels of distribution, 2018
Online
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- Online sales reach £1.9 billion
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- Figure 22: Estimated online DIY market size (ex-VAT), 2016-18
- Non-specialists lead online
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- Figure 23: Estimated online sales by leading retailers, 2016-18
- Specialists gain share of online sales
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- Figure 24: Estimated share of DIY sales, by specialists and non-specialist DIY retailers, 2016-18
Market Drivers
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- Housing transactions decline slightly in 2018
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- Figure 25: Residential property transaction completions of £40,000 or above, 2005/06-2017/18
- Rental levels are now stable but the landscape has changed
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- Figure 26: Proportion of the population living in private rented accommodation, by age, 2003/04-2017/18
- More than half of private renters expect to buy
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- Figure 27: Expectations of private renters to buy a property, 2017-18
- Consumer confidence recovers in 2019
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- Figure 28: Consumer confidence, 3-month moving average, January 2017-March 2019
- More people got round to doing home improvement in 2018
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- Figure 29: Trends in home improvement work done in the last 3 months and plan to do in the next 3 months, 3-month moving average, April 2017-March 2019
Companies and Brands – What You Need to Know
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- Shed retailers all have issues
- Argos is the leading non-specialist
- B&Q accounts for a quarter of DIY spending
- B&Q is the most recommended brand
- Total advertising spend down 25.8% year on year in 2018
- Homebase allocates the largest space to garden
Leading Specialists
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- Is ONE Kingfisher in trouble?
- Travis Perkins looks to return focus on the trade
- Homebase looks to return to its roots
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- Figure 30: Leading DIY specialists, sales, 2014-18
- Outlet numbers
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- Figure 31: Leading DIY specialists, outlets, 2014-18
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- Figure 32: Leading DIY specialists, sales per outlet, 2014-18
- Profits and margins
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- Figure 33: Leading DIY specialists, operating profit, 2014-18
- Figure 34: Leading DIY specialists, operating profit, 2014-18
Leading Non-Specialists
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- Non-specialists grow sales
- J. Sainsbury leads the pack
- Amazon becoming a powerful force
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- Figure 35: Leading non-specialists, estimated DIY sales (excluding VAT), 2014-18
Market Shares
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- Wickes is only shed retailer to increase share since 2014
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- Figure 36: Leading DIY retailers, estimated share of all specialists’ sales, 2014-18
- Market share of all consumer spending on DIY
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- Figure 37: Leading retailers, estimated share of all DIY spending, 2014-18
Brand Research
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- Brand map
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- Figure 38: Attitudes towards and usage of selected brands, March 2019
- Key brand metrics
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- Figure 39: Key metrics for selected brands, March 2019
- Brand attitudes: Wilko stands out on value
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- Figure 40: Attitudes, by brand, March 2019
- Brand personality: Wickes and Homebase struggle to stand out
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- Figure 41: Brand personality – macro image, March 2019
- B&Q offers aspiration and reliability
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- Figure 42: Brand personality – micro image, March 2019
- Brand analysis
- B&Q is most recommended but struggles to deliver excellent experiences
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- Figure 43: User profile of B&Q, March 2019
- Wilko is most likely to be described as a ‘favourite brand’
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- Figure 44: User profile of Wilko, March 2019
- Screwfix offers a great online service
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- Figure 45: User profile of Screwfix, March 2019
- Wickes struggles to stand out
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- Figure 46: User profile of Wickes, March 2019
- Homebase starts to rebuild its brand
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- Figure 47: User profile of Homebase, March 2019
Advertising and Marketing Activity
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- Total advertising spend down 25.8% year on year in 2018
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- Figure 48: Recorded above-the-line, online display and direct mail total advertising expenditure by UK DIY retailers, 2015-18
- B&Q is the sector’s biggest spender on advertising
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- Figure 49: Leading UK DIY retailers: recorded above-the-line, online display and direct mail total advertising expenditure, 2015-18
- B&Q the only one of the big three to grows its share of advertising spend in 2018
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- Figure 50: Big three DIY retailers’ share of recorded above-the-line, online display and direct mail total advertising expenditure, 2017 and 2018
- TV takes the lion’s share of advertising expenditure
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- Figure 51: Recorded above-the-line, online display and direct mail total advertising expenditure by UK DIY retailers, by media type, 2015-18
- Nielsen Ad Intel coverage
Innovation and Launch Activity
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- B&Q Good Home store opens
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- Figure 52: GoodHome by B&Q, May 2019
- New upmarket online bathroom retailer
- New luxury vinyl flooring retail concept
- Home management website that aims to simplify home and DIY tasks
- One-stop shop for tradesmen
- Net zero-energy store
Space Allocation Summary
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- Space allocation overview
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- Figure 53: DIY retailers: In-store/outdoor space allocation estimates, April 2019
- Detailed space allocation estimates
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- Figure 54: DIY retailers: Detailed in-store/outdoor space allocation estimates, April 2019
Homebase
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- What we think
- Back into the soft end
- Re-enters kitchen and bathroom market
- Company background
- Company performance
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- Figure 55: Homebase UK & Ireland: Group financial performance, 2013/14-2017/18
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- Figure 56: Homebase UK & Ireland: Outlet data, 2013/14-2017/18
- Retail offering
Kingfisher Group
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- What we think
- Unified product range resonating with customers
- Stronger digital offer boosting e-commerce
- Everyday low-price proposition
- Trialling new urban proximity store concept
- Screwfix powering ahead thanks to fast growth in m-commerce
- Embracing sustainable practices and environmental governance
- Company background
- Company performance
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- Figure 57: Kingfisher Group: Group financial performance, 2014/15-2018/19
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- Figure 58: Kingfisher Group: Outlet data, 2014/15-2018/19
- Retail offering
Travis Perkins Retail
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- What we think
- Discount-driven DIY retail market hurting big-box retailer, Wickes
- Shift to trade benefiting Toolstation
- Shop now and pay later
- AI technology provides better understanding of customers
- Tile Giant feeling the squeeze
- Company background
- Company performance
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- Figure 59: Travis Perkins Retail: Consumer retail division, financial performance, 2014-18
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- Figure 60: Travis Perkins Retail: Consumer retail division, outlet data, 2014-18
- Retail offering
The Consumer – What You Need to Know
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- Specialists continue to lead
- Online buyers are younger
- Important factors differ by age
- Painting and decorating products bought by half
- DIY retailers remain popular sources of information
- DIY stores are the perfect place to start a project
- 55% would like DIY stores to recommend reliable tradespeople
Where They Shop
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- Specialists continue to lead
- Wilko leads among the non-specialists
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- Figure 61: Where they shopped for DIY products, March 2019
- Shoppers desert Homebase as stores close
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- Figure 62: Where they shopped for DIY/home improvement products, 2018 and 2019
- Non-specialists appeal to the young
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- Figure 63: Customer profile, March 2019
- Specialists struggle to appeal to women
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- Figure 64: Where they shopped for DIY/home improvement products, by gender, March 2019
- Screwfix/Toolstation act as top-up shops
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- Figure 65: Repertoire analysis of where they shopped for DIY/home improvement products, by where they shopped for DIY/home improvement products, March 2019
- Lack of collaboration between formats despite consumer crossover
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- Figure 66: Where they shopped for DIY/home improvement products, by where they shopped for DIY/home improvement products, March 2019
In-store versus Online
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- 70% have bought DIY in-store
- Amazon is second most popular online
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- Figure 67: Where they shopped in-store for DIY products, by in-store versus online, March 2019
- Online attracts the young
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- Figure 68: Where they shop for home improvement/DIY products, customer profile, March 2019
Important Factors
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- Price the most important factor but value is key
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- Figure 69: Important factors in deciding where to shop, March 2019
- USPs of the sheds appeal to older people
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- Figure 70: Important factors in deciding where to shop, by customer profile, March 2019
- B&Q shoppers prioritise quality and range
- Wickes shoppers more focused on price
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- Figure 71: Important factors in deciding where to shop, by where they shopped, March 2019
- Non-specialists appeal on price
- Non-sheds appeal to those looking for advice
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- Figure 72: Important factors in deciding where to shop, by where they shopped, March 2019
What They Bought
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- Painting and decorating products bought by half
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- Figure 73: What they bought, March 2019
- Homeowners buy the widest range of products
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- Figure 74: What they bought, by housing tenure, March 2019
- What they buy reflects positioning of shed retailers
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- Figure 75: What they bought, by where they shopped, March 2019
- Age split in ‘hard’ and ‘soft’ end products
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- Figure 76: What they bought, by shopper profile, March 2019
Where They Look for Information
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- DIY retailers remain popular sources of information
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- Figure 77: Where they look for information, March 2019
- YouTube holds particular appeal to men
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- Figure 78: Where they look for information, difference between men and women, March 2019
- Under-35s turn to YouTube over DIY stores
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- Figure 79: Where they look for information, by age, March 2019
Attitudes towards DIY
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- DIY stores still the preferred place to start
- Tapping into smart home confusion
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- Figure 80: Attitudes towards DIY, March 2019
- A digital detox offers a chance to appeal to younger people
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- Figure 81: Attitudes towards DIY, by age, March 2019
- Young people expect more from DIY stores
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- Figure 82: Attitudes towards DIY, by age, March 2019
Interest in Services
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- DIY stores are trusted places for information
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- Figure 83: Interest in services, March 2019
- Appealing to young people with upcycling
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- Figure 84: Interest in services, by age, March 2019
- Toolstation shoppers show most interest in the smart home
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- Figure 85: Interest in services, by where they shopped in the past 12 months, March 2019
- Private renters interested in renting tools and equipment
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- Figure 86: Interest in services, by housing tenure, March 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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