Table of Contents
Overview
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- Areas covered in this Report
- DIY stores
- Market size
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- Figure 1: Coicop classifications used for the Mintel market size, 2018
- Financial definitions
- Abbreviations
- VAT rates around Europe
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- Figure 2: VAT rates around Europe, 2014-19
Executive Summary – Europe – The Market
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- Mintel DIY Market size
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- Figure 3: Europe: Spending on DIY products, 2013-18
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- Figure 4: Europe: Spending on DIY products, 2017
- Figure 5: Europe: Compound annual growth rate in spending on DIY products, 2013-17
- Spending on DIY goods per capita
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- Figure 6: Europe: Spending on DIY products per capita, 2017
- DIY specialists’ sales
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- Figure 7: Europe: sales by specialist DIY retailers, excl. VAT, 2014-18
- Figure 8: Europe: Forecast sales by specialist DIY retailers, excl. VAT, 2019-23
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- Figure 9: Europe: Growth (CAGR) in DIY specialists’ sales, 2014-18 and 2018-23
- Market drivers
- Consumer confidence
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- Figure 10: Europe: Change in consumer confidence, December 2015- December 2018 and Q1 2019.
- Ageing population – change in median age
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- Figure 11: Europe: Increase in median age of the population, 2009-18
- Home ownership
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- Figure 12: Europe: Proportion of owner occupiers, 2017
- Figure 13: Europe: Change in proportion of owner occupiers, 2009-17
- House prices
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- Figure 14: Europe: Growth in house prices, 2009-18
- Online
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- Figure 15: Europe: DIY product shoppers in-store or online, March 2019
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- Figure 16: Europe: proportion of individuals buying household goods online in the last 12 months, 2018
- Figure 17: Europe: estimated online sales of DIY products, by major country, 2018
- Leading retailers
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- Figure 18: Europe: Leading specialist DIY retailers, sales, 2016/17-2018/19
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- Figure 19: Europe: Leading specialist DIY retailers, outlets, 2016/17-2018/19
- Figure 20: Europe: Leading specialist DIY retailers, sales per outlet, 2016/17-2018/19
- Market shares
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- Figure 21: Europe: Leading specialist DIY retailers’ shares of all DIY spending, 2016-18
- What we think
Executive Summary – Europe – The Consumer
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- The research
- Who does DIY?
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- Figure 22: Europe: DIY product shoppers in-store or online, March 2019
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- Figure 23: Europe: Male DIY product shoppers by age, March 2019
- DIY shoppers and where they shop
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- Figure 24: Europe: Numbers of in-store or online shoppers and retailer most used, March 2019
- DIY products purchased
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- Figure 25: Europe: Types of DIY product bought by country, March 2019
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- Figure 26: Europe: Types of DIY product bought by country, March 2019
- Characteristics associated with DIY retailers
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- Figure 27: Europe: Characteristics associated with DIY stores, March 2019
Executive Summary – Europe - Innovation and Launch Activity
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- Austrian DIY retailer launches new themed floor space concept
- New German discount hardware store concept
- French-based DIY giant launches project-based pop-ups in Paris
- Augmented reality bringing products to life before you buy
- New urban proximity store formats
France
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- Overview
- What you need to know
- Areas covered in this Report
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- Figure 28: Coicop classifications used for the Mintel market size, 2018
- Executive summary
- The market
- Consumer spending
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- Figure 29: France: Mintel DIY Market size: breakdown by product, 2018
- Sector size and forecast
- Channels of distribution
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- Figure 30: France: estimated distribution of DIY spending by channel, 2018
- Companies and brands
- Leading players
- Market shares
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- Figure 31: France: Leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2018
- Online
- The consumer
- Where they shop
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- Figure 32: France: retailers used to buy DIY goods in the past 12 months, whether in-store or online, March 2019
- DIY products purchased
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- Figure 33: France: DIY products bought in the last 12 months, March 2019
- Characteristics associated with DIY retailers
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- Figure 34: France: Characteristics associated with DIY retailers, March 2019
- What we think
- Issues and insights
- Keeping seniors engaged in DIY shopping
- The facts
- The implications
- Incorporating the digital world into DIY retailing
- The facts
- The implications
- The market – What you need to know
- Economic outlook uncertain
- DIY market stable
- Over two-thirds own their own home
- Retail sector holding steady
- DIY superstores dominate distribution
- Consumer spending
- Many uncertainties for the French economy
- Mintel DIY market size
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- Figure 35: France: DIY products – the Mintel market size (incl. VAT), 2014-18
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- Figure 36: France: Mintel DIY Market size, breakdown by product, 2018
- DIY-related spending categories
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- Figure 37: France: Consumer spending in detail (incl. VAT), 2014-18
- Market drivers
- Home ownership
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- Figure 38: France: Tenure types: owners vs tenants, % of households, 2009-17
- Consumer spending plans
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- Figure 39: France: Consumers’ planned spending on housing and home, Q1 2016- Q1 2019
- Sector size and forecast
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- Figure 40: France: specialist DIY retailers, sales (excl. VAT), 2014-18
- Figure 41: France: specialist DIY retailers, forecast sales (excl VAT), 2019-23
- Inflation
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- Figure 42: France: Consumer prices* of DIY-related categories, annual % change, 2014-18
- Figure 43: France: Consumer prices of DIY-related categories, annual % change, January 2018-February 2019
- Channels of distribution
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- Figure 44: France: estimated distribution of DIY spending by channel, 2018
- Companies and brands – What you need to know
- Two Big Box chains dominate
- Structural shifts
- Leroy Merlin’s market share up while Castorama falls
- Online small but growing
- Leading players
- ADEO continues to thrive
- Problems at number two Castorama
- Les Mousquetaires now in third place after acquisition of Bricorama
- Mr. Bricolage struggling
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- Figure 45: France: Leading specialist DIY retailers, sales, 2014-18
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- Figure 46: France: Leading specialist DIY retailers: outlet numbers, 2014-18
- Sales per outlet
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- Figure 47: France: Leading specialist DIY retailers: sales per outlet, 2014-18
- Market shares
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- Figure 48: France: Leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2014-18
- Online
- Online activity
- Shopping online
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- Figure 49: France: Goods bought online in the last 12 months, 2009-18
- Online sales of DIY
- Leading online players
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- Figure 50: France: Leading retailers’ estimated online sales of DIY, 2018
- The consumer – What you need to know
- Leroy Merlin leads
- Over half have bought DIY goods online
- Softer DIY most bought
- DIY retailers viewed as convenient to most
- Where they shop for DIY
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- Figure 51: France: retailers used to buy DIY goods in the past 12 months, whether in-store or online, March 2019
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- Figure 52: France: retailers used to buy DIY goods in the past 12 months, whether in-store or online, by gender, March 2019
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- Figure 53: France: retailers used to buy DIY goods in the past 12 months, in-store or online, March 2019
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- Figure 54: France: profile of DIY shoppers by retailer used, March 2019
- Home owners shop more at specialists
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- Figure 55: France: percentage point difference in usage of DIY stores either online or in-store between homeowners and renters, March 2019
- DIY products purchased
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- Figure 56: France: DIY products bought in the last 12 months, March 2019
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- Figure 57: France: DIY products purchased by retailer shopped, March 2019
- Characteristics associated with DIY retailers
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- Figure 58: France: Characteristics associated with DIY retailers, March 2019
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- Figure 59: France: Characteristics associated with DIY retailers by retailer shopped, March 2019
- Figure 60: France: Characteristics associated with DIY retailers by retailer shopped: Expensive, March 2019
- Appendix – Data sources, abbreviations and supporting information
- Abbreviations
- Data sources
Germany
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- Overview
- What you need to know
- Areas covered in this Report
-
- Figure 61: Coicop classifications used for the Mintel market size, 2018
- Executive summary
- The market
- Consumer spending
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- Figure 62: Germany: Mintel DIY market size: breakdown by product, 2018
- Market drivers
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- Figure 63: Germany: Tenure types: owners vs tenants, 2010-17
- Sector size and forecast
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- Figure 64: Germany, DIY specialists’ sales relative to the Mintel market size for DIY, 2013-18
- Channels of distribution
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- Figure 65: Germany: estimated distribution of DIY spending by channel, 2018
- Companies and brands
- Leading players
- Market share
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- Figure 66: Germany: Leading DIY specialists’ shares of all DIY specialists’ sales, 2018
- Online
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- Figure 67: Germany: leading online retailers’ shares of all online DIY sales, 2018
- The consumer
- Where they shop
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- Figure 68: Germany: DIY retailers used in the last 12 months, March 2019
- DIY products purchased
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- Figure 69: Germany: DIY products purchased in the last 12 months, March 2019
- Characteristics associated with DIY retailers
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- Figure 70: Germany: Characteristics associated with DIY retailers, March 2019
- What we think
- Issues and insights
- Why do the specialists continue to lose market share?
- The facts
- The implications
- What are the prospects for DIY in Germany with an ageing population and changes in home tenure?
- The facts
- The implications
- The market – What you need to know
- Demand for DIY holding up
- Ageing population
- Slowing economy
- Decline in owner occupation
- Specialists losing market share
- Specialists still the dominant force
- Consumer spending
- Mintel DIY market size
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- Figure 71: Germany: DIY products – the Mintel market size (incl. VAT), 2014-18
- Figure 72: Germany: Mintel DIY market size, breakdown by product, 2018
- DIY-related spending categories
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- Figure 73: Germany: Consumer spending in detail (incl. VAT), 2014-18
- Market drivers
- Ageing population
- The economy
- Housing market
- Home ownership
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- Figure 74: Germany: Tenure types: owners vs tenants, 2010-17
- Consumer spending plans
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- Figure 75: Germany: Consumers’ planned spending on housing and home, Q1 2016-Q1 2019
- Sector size and forecast
- Specialists losing share
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- Figure 76: Germany, DIY specialists’ sales relative to the Mintel market size for DIY, 2013-18
- Figure 77: Germany: specialist DIY retailers, sales (excl. VAT), 2014-18
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- Figure 78: Germany: specialist DIY retailers, forecast sales (excl. VAT), 2019-23
- Inflation
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- Figure 79: Germany: Consumer prices of DIY-related categories, annual % change, 2014-18
- Figure 80: Germany: Consumer prices of DIY-related categories, annual % change, July 2017-February 2019
- Channels of distribution
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- Figure 81: Germany: estimated distribution of DIY spending by channel, 2018
- Companies and brands – What you need to know
- OBI still in the lead
- Leading players
- Online share small
- Leading players
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- Figure 82: Germany: Leading specialist DIY retailers, sales, 2014-18
- Figure 83: Germany: Leading specialist DIY retailers, outlet numbers, 2014-18
- Sales per outlet
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- Figure 84: Germany: Leading specialist DIY retailers, sales per outlet, 2014-18
- Market shares
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- Figure 85: Germany: Leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2014-18
- Figure 86: Germany: Leading specialist DIY retailers’ shares of the Mintel Market Size (excl. VAT), 2014-18
- Online
- Online activity
- Shopping online
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- Figure 87: Germany: Goods bought online in the last 12 months, 2009-18
- Online sales of DIY
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- Figure 88: Germany: Online sales of DIY (excl. VAT), 2014-18
- Leading online players
- Amazon
- Online specialists
- Amazon the leader online
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- Figure 89: Germany: Leading retailers’ estimated online sales of DIY, 2018
- The consumer – What you need to know
- Still a popular purchase
- Soft end the main focus
- Convenience the main attraction
- Where they shop for DIY
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- Figure 90: Germany: DIY retailers bought from in-store/online in the last 12 months, March 2019
- Trend data
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- Figure 91: Germany: Numbers of shoppers at leading specialists, 2015-2019
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- Figure 92: Germany: Numbers of shoppers at leading specialists, 2015-19
- Customer profiles by retailer used
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- Figure 93: Germany: Profile of DIY buyers by retailer used in the last 12 months, by age and income, March 2019
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- Figure 94: Germany: Profile of DIY buyers by retailer used in the last 12 months, by age and home tenure, March 2019
- DIY products purchased
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- Figure 95: Germany: DIY products purchased in the last 12 months, March 2019
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- Figure 96: Germany: Profile of DIY buyers by products bought in the last 12 months, March 2019
- What they bought by where they bought it
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- Figure 97: Germany: DIY products purchased by retailer shopped, painting and decorating products, March 2019
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- Figure 98: Germany: DIY products purchased by retailer shopped, power tools, March 2019
- Characteristics associated with DIY retailers
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- Figure 99: Germany: Characteristics associated with DIY retailers, March 2019
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- Figure 100: Germany: Rating for convenience by where people shopped, March 2019
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- Figure 101: Germany: Rating for being innovative or inspiring by where people shopped, March 2019
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- Figure 102: Germany: Rating for being expensive by where people shopped, March 2019
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- Figure 103: Germany: Rating for being high quality by where people shopped, March 2019
- Appendix – Data sources, abbreviations and supporting information
- Abbreviations
- Data sources
Italy
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- Overview
- What you need to know
- Areas covered in this report
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- Figure 104: Coicop classifications used for the Mintel market size, 2018
- Executive summary
- The market
- Consumer spending
- Sector size and forecast
- Channels of distribution
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- Figure 105: Italy: estimated distribution of DIY spending by channel, 2018
- Companies and brands
- Leading players
- Market shares
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- Figure 106: Italy: Leading specialist DIY retailers’ shares of all DIY retailers’ sales, 2018
- Online
- The consumer
- Where they shop
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- Figure 107: Italy: retailers used to buy DIY goods in the past 12 months, March 2019
- DIY products purchased
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- Figure 108: Italy: DIY products bought in the last 12 months, March 2019
- Characteristics associated with DIY retailers
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- Figure 109: Italy: Characteristics associated with DIY retailers, March 2019
- What we think
- Issues and insights
- What is the potential for online in the Italian DIY market?
- The facts
- The implications
- What is holding back growth in Italian DIY retailing?
- The facts
- The implications
- The market – What you need to know
- Economic outlook weakening
- DIY spending 1.6% of all consumer expenditure
- Specialist retailers’ sales expanding
- Distribution is fragmented, but modernising
- Consumer spending
- Economy slowing down
- Mintel DIY market size
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- Figure 110: Italy: DIY products – the Mintel market size (incl. VAT), 2014-18
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- Figure 111: Italy: Mintel DIY Market size, breakdown by product type, 2018
- DIY-related spending categories
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- Figure 112: Italy: Consumer spending in detail (incl. VAT), 2014-18
- Market drivers
- Home ownership
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- Figure 113: Italy: Tenure types: owners vs tenants, % of households, 2009-17
- Consumer spending plans
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- Figure 114: Italy: Consumers’ planned spending on housing and home, Q1 2016- Q1 2019
- Sector size and forecast
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- Figure 115: Italy: Specialist DIY retailers, sales (excl. VAT), 2014-18
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- Figure 116: Italy: DIY specialists, forecast sales (excl VAT), 2019-23
- Inflation
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- Figure 117: Italy: Consumer prices* of DIY-related categories, annual % change, 2014-18
- Figure 118: Italy: Consumer prices of DIY-related categories, annual % change, January 2018-February 2019
- Channels of distribution
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- Figure 119: Italy: estimated distribution of DIY spending by channel, 2018
- Companies and brands – What you need to know
- Fragmented market dominated by French multiples
- A consolidating sector
- Online small but growing
- Leading players
- French retailers dominate
- Fragmentation
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- Figure 120: Italy: Leading specialist DIY retailers, sales, 2014-18
- Figure 121: Italy: Leading specialist DIY retailers, outlet numbers, 2014-18
- Sales per outlet
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- Figure 122: Italy: Leading specialist DIY retailers, sales per outlet, 2014-18
- Market shares
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- Figure 123: Italy: Leading specialist DIY retailers: shares of all DIY retailers sales, 2014-18
- Online
- Technology ownership and online activity
- Shopping online
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- Figure 124: Italy: Goods bought online in the last 12 months, 2009-18
- Online sales of DIY
- Leading online players
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- Figure 125: Italy: Leading retailers’ estimated online sales of DIY, 2018
- The consumer – What you need to know
- DIY products widely purchased
- Leroy Merlin the leader
- DIY basics bought most often
- Older people do buy DIY products
- Amazon a major player, but not in the basics.
- Convenience most associated with DIY retailers
- Leroy Merlin and Amazon score best on characteristics.
- Where they shop for DIY
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- Figure 126: Italy: retailers used to buy DIY goods in the past 12 months, March 2019
- Trend data
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- Figure 127: Italy: DIY retailers in-store/online used in the last 12 months, 2015-19
- Figure 128: Italy: DIY retailers in-store/online used in the last 12 months, 2015-19
- Customer profile of DIY retailers
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- Figure 129: Italy: Profile of DIY shoppers by retailer used, March 2019
- DIY products purchased
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- Figure 130: Italy: DIY products bought in the last 12 months, March 2019
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- Figure 131: Italy: profile of buyers of DIY goods by product purchased, March 2019
- Products bought by retailer used
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- Figure 132: Italy: What people buy and where they shop, Leroy Merlin and Bricocenter, March 2019
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- Figure 133: Italy: What people buy and where they shop, Amazon, March 2019
- Characteristics associated with DIY retailers
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- Figure 134: Italy: Words most associated with DIY retailers, March 2019
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- Figure 135: Italy: Characteristics associated with DIY retailers and where they shop, Leroy merlin and OBI, March 2019
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- Figure 136: Italy: Characteristics associated with DIY retailers and where they shop, Amazon and hypermarkets, March 2019
- Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Data sources
Spain
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- Overview
- What you need to know
- Areas covered in this Report
-
- Figure 137: Coicop classifications used for the Mintel market size, 2018
- Executive summary
- The market
- The economy
- Consumer spending
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- Figure 138: Spain: Mintel DIY market size, breakdown by product, 2018
- Market drivers
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- Figure 139: Spain: Tenure types, owners vs tenants, 2009-17
- Sector size and forecast
- Channels of distribution
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- Figure 140: Spain: estimated distribution of DIY spending by channel, 2018
- Companies and brands
- Leading players
- Market shares
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- Figure 141: Spain: Leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2018
- Online
- The consumer
- Where they shop
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- Figure 142: Spain: DIY Retailers bought from in past 12 months, March 2019
- DIY products purchased
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- Figure 143: Spain: DIY products purchased in the past 12 months, by gender, March 2019
- Characteristics associated with DIY retailers
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- Figure 144: Spain: Characteristics associated with DIY retailers, March 2019
- What we think
- Issues and insights
- From where can the major DIY specialists derive further growth?
- The facts
- The implications
- How are tenure and employment trends likely to impact DIY retailing in Spain?
- The facts
- The implications
- The market – What you need to know
- Spanish economy grows ahead of most other major EU countries
- DIY spending continues to grow
- Housing market heats up
- DIY specialists claw back share
- Specialists still the dominant outlet type
- The economy
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- Figure 145: Spain: Gross Domestic Product at current and constant prices, 2014-18
- Consumer spending
- Mintel DIY market size
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- Figure 146: Spain: DIY products – the Mintel market size (incl. VAT), 2014-18
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- Figure 147: Spain: Mintel DIY market size, breakdown by product, 2018
- DIY-related spending categories
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- Figure 148: Spain: Consumer spending in detail (incl. VAT), 2014-18
- Market drivers
- Housing market
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- Figure 149: Spain: House prices, annual rate of growth, Q3 2016 – Q4 2018
- Home ownership
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- Figure 150: Spain: Tenure types, owners vs tenants, 2009-17
- Figure 151: Spain: Home ownership levels by type of household, 2009-17
- Consumer confidence
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- Figure 152: Spain: consumer confidence indicator, May 2018-March 2019
- Consumer spending plans
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- Figure 153: Spain: Consumers’ planned spending on housing and home in the next 12 months, April 2015-January 2019
- Sector size and forecast
- DIY specialists claw back share
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- Figure 154: Spain: specialist DIY retailers, sales (excl. VAT), 2014-18
- Figure 155: Spain: specialist DIY retailers, forecast sales (excl VAT), 2019-23
- Inflation
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- Figure 156: Spain: Consumer prices of DIY-related categories, annual % change, 2014-18
- Figure 157: Spain: Consumer prices of DIY related categories, annual % change, January 2018-February 2019
- Channels of distribution
- Specialists still the dominant outlet type
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- Figure 158: Spain: estimated distribution of DIY spending by channel, 2018
- Companies and brands – What you need to know
- ADEO dominant
- Optimus is leading buying group
- Signs of stress among smaller players
- Adeo takes more than a third of specialists’ sales
- Online sales still below average
- Leading players
- ADEO dominant
- Kingfisher exits to focus on markets where it leads or could lead
- Optimus is leading buying group
- Bauhaus may benefit from Kingfisher exit?
- Signs of stress among smaller players
- Spain was one of the better-performing markets for ManoMano in 2018
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- Figure 159: Spain: Leading specialist DIY retailers, sales, 2014-18
- Figure 160: Spain: Leading specialist DIY retailers, outlets, 2014-18
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- Figure 161: Spain: Leading specialist DIY retailers, sales per outlet, 2014-18
- Market shares
- Trade sales
- ADEO takes more than a third of specialists’ sales
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- Figure 162: Spain: Leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2014-18
- Online
- Online activity
- Shopping online
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- Figure 163: Spain: Goods bought online in the last 12 months, 2014-18
- Online sales of DIY
- Leading online players
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- Figure 164: Spain: Leading DIY retailers’ online activities, 2019
- The consumer – What you need to know
- Leroy Merlin by far the most popular DIY store
- Purchases tend to be biased to simpler DIY tasks
- Convenience is key
- Where they shop for DIY
- Leroy Merlin by far the most popular DIY store
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- Figure 165: Spain: DIY Retailers bought from in past 12 months, March 2019
- Trend data
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- Figure 166: Spain: DIY retailers used in the last 12 months, 2015-19
-
- Figure 167: Spain: DIY retailers used in the last 12 months, 2015-19
- Customer profiles by retailer used
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- Figure 168: Spain: Profile of DIY shoppers by retailer used, March 2019
- DIY products purchased
- Purchases tend to be biased to simpler DIY tasks
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- Figure 169: Spain: DIY products purchased in the past 12 months, by gender, March 2019
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- Figure 170: Spain: Profile of DIY buyers by products bought in the past 12 months, March 2019
- What they bought by where they shop for DIY
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- Figure 171: Spain: Selected DIY products bought by where they shop for DIY, March 2019
- Characteristics associated with DIY retailers
- Convenience is key
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- Figure 172: Spain: Characteristics associated with DIY retailers, March 2019
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- Figure 173: Spain: Characteristics associated with DIY retailers by retailer shopped: convenient, March 2019
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- Figure 174: Spain: Characteristics associated with DIY retailers by retailer shopped: inspiring and innovative with DIY stores, March 2019
- Appendix – Data sources, abbreviations and supporting information
- Abbreviations
- Data sources
UK
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- Overview
- What you need to know
- Products covered in this Report
- Executive Summary
- The market
- Growth in the specialists’ sector…
-
- Figure 175: 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
-
- Figure 176: Total consumer spending on DIY products, 2014-18
- DIY sheds account for a third of total spending
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- Figure 177: 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
-
- Figure 178: 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 179: DIY retailers: In-store/outdoor space allocation estimates, April 2019
- The consumer
- Specialists continue to lead
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- Figure 180: Where they shopped for DIY products, March 2019
- Online buyers are younger
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- Figure 181: Where they shopped for DIY products, by in-store versus online, March 2019
- Important factors differ by age
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- Figure 182: Important factors in deciding where to shop, March 2019
- Painting and decorating products bought by half
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- Figure 183: What they bought, March 2019
- DIY retailers remain a popular source of information
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- Figure 184: Where they look for information, March 2019
- DIY stores are the perfect place to start a project
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- Figure 185: Attitudes towards DIY, March 2019
- 55% would like DIY stores to recommend reliable tradespeople
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- Figure 186: Interest in services, March 2019
- What we think
- Issues and Insights
- 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
- 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
- Growth in the specialists’ sector
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- Figure 187: Total DIY/hardware specialist sector size (including VAT), 2013-23
- Figure 188: Total DIY/hardware specialist sector size (including VAT), 2013-23
- Forecast methodology
- Market Segmentation
- Shed specialists struggle to retain relevance
- Big three continue to experience change and disruption
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- Figure 189: Shed/big-box specialists’ sector size (including VAT), 2013-23
- Figure 190: Shed/big-box specialists’ sector size (including VAT), 2013-23
- Growth continues to come from smaller specialists
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- Figure 191: Other DIY/hardware stores segment (including VAT), 2013-23
- Figure 192: Other DIY/hardware stores segment (including VAT), 2013-23
- Consumer Spending on DIY Products
- Strong growth in spending on DIY-related products
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- Figure 193: Consumer spending on DIY-related products, 2013-18
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- Figure 194: Category breakdown of consumer spending on DIY-related products, 2016-18
- Mintel’s consumer spending market size
- Channels of Distribution
- DIY sheds account for a third of spending
-
- Figure 195: DIY products, estimated channels of distribution, 2018
- Online
- Online sales reach £1.9 billion
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- Figure 196: Estimated online DIY market size (ex-VAT), 2016-18
- Non-specialists lead online
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- Figure 197: Estimated online sales by leading retailers, 2016-18
- Specialists gain share of online sales
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- Figure 198: Estimated share of DIY sales, by specialists and non-specialist DIY retailers, 2016-18
- Market Drivers
- Housing transactions decline slightly in 2018
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- Figure 199: Residential property transaction completions of £40,000 or above, 2005/06-2017/18
- Rental levels are now stable but the landscape has changed
-
- Figure 200: Proportion of the population living in private rented accommodation, by age, 2003/04-2017/18
- More than half of private renters expect to buy
-
- Figure 201: Expectations of private renters to buy a property, 2017-18
- Consumer confidence recovers in 2019
-
- Figure 202: 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 203: 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
- 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
- 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 204: Leading DIY specialists, sales, 2014-18
- Outlet numbers
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- Figure 205: Leading DIY specialists, outlets, 2014-18
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- Figure 206: Leading DIY specialists, sales per outlet, 2014-18
- Profits and margins
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- Figure 207: Leading DIY specialists, operating profit, 2014-18
- Figure 208: Leading DIY specialists, operating profit, 2014-18
- Leading Non-Specialists
- Non-specialists grow sales
- J. Sainsbury leads the pack
- Amazon becoming a powerful force
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- Figure 209: Leading non-specialists, estimated DIY sales (excluding VAT), 2014-18
- Market Shares
- Wickes is only shed retailer to increase share since 2014
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- Figure 210: Leading DIY retailers, estimated share of all specialists’ sales, 2014-18
- Market share of all consumer spending on DIY
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- Figure 211: Leading retailers, estimated share of all DIY spending, 2014-18
- Brand Research
- Brand map
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- Figure 212: Attitudes towards and usage of selected brands, March 2019
- Key brand metrics
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- Figure 213: Key metrics for selected brands, March 2019
- Brand attitudes: Wilko stands out on value
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- Figure 214: Attitudes, by brand, March 2019
- Brand personality: Wickes and Homebase struggle to stand out
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- Figure 215: Brand personality – macro image, March 2019
- B&Q offers aspiration and reliability
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- Figure 216: Brand personality – micro image, March 2019
- Brand analysis
- B&Q is most recommended but struggles to deliver excellent experiences
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- Figure 217: User profile of B&Q, March 2019
- Wilko is most likely to be described as a ‘favourite brand’
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- Figure 218: User profile of Wilko, March 2019
- Screwfix offers a great online service
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- Figure 219: User profile of Screwfix, March 2019
- Wickes struggles to stand out
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- Figure 220: User profile of Wickes, March 2019
- Homebase starts to rebuild its brand
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- Figure 221: User profile of Homebase, March 2019
- Advertising and Marketing Activity
- Total advertising spend down 25.8% year on year in 2018
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- Figure 222: 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 223: 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 224: 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 225: 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
- B&Q Good Home store opens
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- Figure 226: 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
- Space allocation overview
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- Figure 227: DIY retailers: In-store/outdoor space allocation estimates, April 2019
- Detailed space allocation estimates
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- Figure 228: DIY retailers: Detailed in-store/outdoor space allocation estimates, April 2019
- The Consumer – What You Need to Know
- 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
- Specialists continue to lead
- Wilko leads among the non-specialists
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- Figure 229: Where they shopped for DIY products, March 2019
- Shoppers desert Homebase as stores close
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- Figure 230: Where they shopped for DIY/home improvement products, 2018 and 2019
- Non-specialists appeal to the young
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- Figure 231: Customer profile, March 2019
- Specialists struggle to appeal to women
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- Figure 232: Where they shopped for DIY/home improvement products, by gender, March 2019
- Screwfix/Toolstation act as top-up shops
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- Figure 233: 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 234: Where they shopped for DIY/home improvement products, by where they shopped for DIY/home improvement products, March 2019
- In-store versus Online
- 70% have bought DIY in-store
- Amazon is second most popular online
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- Figure 235: Where they shopped in-store for DIY products, by in-store versus online, March 2019
- Online attracts the young
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- Figure 236: Where they shop for home improvement/DIY products, customer profile, March 2019
- Important Factors
- Price the most important factor but value is key
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- Figure 237: Important factors in deciding where to shop, March 2019
- USPs of the sheds appeal to older people
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- Figure 238: 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 239: 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 240: Important factors in deciding where to shop, by where they shopped, March 2019
- What They Bought
- Painting and decorating products bought by half
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- Figure 241: What they bought, March 2019
- Homeowners buy the widest range of products
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- Figure 242: What they bought, by housing tenure, March 2019
- What they buy reflects positioning of shed retailers
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- Figure 243: What they bought, by where they shopped, March 2019
- Age split in ‘hard’ and ‘soft’ end products
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- Figure 244: What they bought, by shopper profile, March 2019
- Where They Look for Information
- DIY retailers remain popular sources of information
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- Figure 245: Where they look for information, March 2019
- YouTube holds particular appeal to men
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- Figure 246: 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 247: Where they look for information, by age, March 2019
- Attitudes towards DIY
- DIY stores still the preferred place to start
- Tapping into smart home confusion
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- Figure 248: Attitudes towards DIY, March 2019
- A digital detox offers a chance to appeal to younger people
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- Figure 249: Attitudes towards DIY, by age, March 2019
- Young people expect more from DIY stores
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- Figure 250: Attitudes towards DIY, by age, March 2019
- Interest in Services
- DIY stores are trusted places for information
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- Figure 251: Interest in services, March 2019
- Appealing to young people with upcycling
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- Figure 252: Interest in services, by age, March 2019
- Toolstation shoppers show most interest in the smart home
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- Figure 253: 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 254: Interest in services, by housing tenure, March 2019
- Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
- Appendix – Market Size and Forecast
- Forecast methodology
ADEO
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- What we think
- Rebuilding the idea of what a DIY store is
- Format segmentation in Spain
- Phasing out AKI brand
- Company background
- Company performance
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- Figure 255: Adeo: Group sales performance, 2014-18
-
- Figure 256: Adeo: outlet data, 2014-18
- Retail offering
- Leroy Merlin
- Other fascia
Bauhaus
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- What we think
- Increasing online presence
- Caution when it comes to geographical expansion
- Company background
- Company performance
-
- Figure 257: Bauhaus: Group sales performance, 2014-18
- Figure 258: Bauhaus: Outlet data, 2014-18
- Retail offering
Bricomarché/Brico Cash/Bricorama
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- What we think
- Brico Cash exploiting the budget DIY market successfully
- Polish business now a substantial operation
- Widening home delivery operations at Bricorama and Bricomarché
- Decisions needs for Bricorama in Spain
- Company background
- Company performance
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- Figure 259: Bricomarché, Brico Cash and Bricorama: estimated sales performance, 2014-18
-
- Figure 260: Bricomarché, Brico Cash and Bricorama, estimated outlet numbers, 2014-18
- Retail offering
Hagebau Retail
-
- What we think
- Ramping up digital strategy
- Convenient locations
- EV charging while you DIY shop
- Perceived as expensive
- Company background
- Company performance
-
- Figure 261: Hagebau Retail: Group sales performance, 2014-18
- Figure 262: Hagebau Retail: Outlet data, 2014-18
- Retail offering
Homebase
-
- What we think
- Back into the soft end
- Re-enters kitchen and bathroom market
- New media agency appointments to help rebuild the brand’s broken image
- Company background
- Company performance
-
- Figure 263: Homebase UK & Ireland: Group financial performance, 2013/14-2017/18
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- Figure 264: Homebase UK & Ireland: Outlet data, 2013/14-2017/18
- Retail offering
Hornbach Baumarkt
-
- What we think
- Targeting the smart home market
- Compact store concept may live again in Sweden
- Online business seeing explosive growth
- Company background
- Company performance
-
- Figure 265: Hornbach Baumarkt: Group financial performance, 2014/15-2018/19
-
- Figure 266: Hornbach-Baumarkt: Outlet data, 2014/15-2018/19
- Retail offering
Kingfisher Group
-
- 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 267: Kingfisher Group: Group financial performance, 2014/15-2018/19
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- Figure 268: Kingfisher Group: Outlet data, 2014/15-2018/19
- Retail offering
Mr. Bricolage Group
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- What we think
- Financial strength a worry
- Turnaround efforts too little too late?
- Still lagging far behind online
- Company background
- Company performance
-
- Figure 269: Mr. Bricolage Group: Consolidated sales and sales at retail*, 2014-18
-
- Figure 270: Mr. Bricolage Group: Outlet data, 2014-18
- Retail offering
OBI
-
- What we think
- Foreign markets currently the focus of expansion
- More compact store could suggest future direction
- Still awaiting the results of “OBI next”
- Company background
- Company performance
-
- Figure 271: OBI: Group sales performance, 2014-18
- Figure 272: OBI: Outlet data, 2014-18
- Retail offering
toom Baumarkt/B1 Discount
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- What we think
- Procurement alliance will benefit customers
- Convenient home delivery
- Expanded services offering
- New shop-in-shop concept extends product offering
- Experimenting with pop-up shops to reach out to urban consumers
- Company background
- Company performance
-
- Figure 273: toom Baumarkt/B1 Discount: Estimated group sales performance, 2014-18
- Figure 274: toom Baumarkt/B1 Discount: Estimated outlet data, 2014-18
- 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 275: Travis Perkins Retail: Consumer retail division, financial performance, 2014-18
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- Figure 276: Travis Perkins Retail: Consumer retail division, outlet data, 2014-18
- Retail offering
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