DIY Retailing - Europe - February 2012

EXECUTIVE SUMMARY
Market size and performance
Specialists’ retail sales performance
Specialists’ retail sales forecasts
Leading retailers
Outlook for DIY retailing
EUROPEAN SUMMARY AND OUTLOOK
 THE EUROPEAN DIY MARKET
Market size
Figure 1: Europe: Estimated total spending DIY products, 2008-11
Spend per capita
Figure 2: Europe:  Spending on DIY goods per capita, 2011 (e )
Specialists sales and forecasts
Figure 3: DIY specialists’ sales, 2007-11
Specialists’ sales forecasts
Figure 4: DIY Specialists’ sales forecasts, 2012-16
The housing market
Figure 5: Home ownership, 2001-10
Leading retailers
Figure 6: Europe:  Leading DIY retailers, 2010/11
Market shares
Figure 7: Europe:  Leading DIY retailers share of all European retail sales, 2010
Concentration
Figure 8: Europe:  DIY retailers concentration levels, 2010
E-commerce
Figure 9: Europe:  Leading DIY retailers’ e-commerce activity, February 2012
Outlook
Why –
The decline of DIY
Declining interest in Doing DIY
Figure 10: UK: Consumer spending intentions, Dec 2011
Putting the decline in perspective
Figure 11: France, Germany, Spain, UK:  DIY retailers’ sales as % all retail sales, 2000-2011e
Figure 12: Netherlands. Ireland, Austria, Finland, Norway. Denmark, DIY retailers sales as % all retail sales, 2000-11 (e)
Population trends
Figure 13: Europe: 35-54 age group as a proportion of total population, 2001-11
The rise of Do It For Me
Softer focus and cheaper options to maintain demand
Battling the non-specialists
REPORT SCOPE AND TECHNICAL NOTES
 REPORT SCOPE
Issues in the market
 TECHNICAL NOTES
DIY retailers’ sales
Financial definitions
Currencies
Country codes
Figure 14: Country codes
VAT
Figure 15: Europe: Standard VAT rates, 2011
Other abbreviations
AUSTRIA
 THE MARKET: ECONOMIC AND DEMOGRAPHIC BACKGROUND
 THE MARKET: CONSUMER SPENDING ON DIY CATEGORIES
Spending by category
Figure 16: Austria: Consumer spending on DIY, 2006-10
Mintel market size
Figure 17: Austria: Estimated DIY market size, 2006-10
 THE MARKET: DIY SPECIALISTS’ SECTOR
Figure 18: Austria: DIY retail sales, 2006-10
Figure 19: Austria: DIY retail sales forecast, 2011-16
 THE RETAILERS: CHANNELS OF DISTRIBUTION
 THE RETAILERS: LEADING SPECIALISTS AND MARKET SHARES
Figure 20: Austria: Leading DIY retailers and market shares, 2010/11
BELGIUM
 THE MARKET: ECONOMIC AND DEMOGRAPHIC BACKGROUND
 THE MARKET: CONSUMER SPENDING ON DIY
Spending by category
Figure 21: Belgium: Consumer spending on DIY, 2006-10
Mintel market size
Figure 22: Belgium: Estimated DIY market size, 2006-10
 THE MARKET: DIY SPECIALISTS’ SECTOR
Figure 23: Belgium: Household goods retail sales, 2006-10
Figure 24: Belgium: Household goods sales forecasts, 2011-16
 THE RETAILERS: CHANNELS OF DISTRIBUTION
 THE RETAILERS: LEADING SPECIALISTS AND MARKET SHARES
Figure 25: Belgium: Leading DIY retailers and market shares, 2010/11
CZECH REPUBLIC
 THE MARKET: ECONOMIC AND DEMOGRAPHIC BACKGROUND
 THE MARKET: CONSUMER SPENDING ON DIY CATEGORIES
Spending by category
Figure 26: Czech Republic: Consumer expenditure on DIY-related categories, 2006-10
Mintel market size
Figure 27: Czech Republic: Estimated DIY market size, 2006-10
 THE MARKET: DIY SPECIALISTS’ SECTOR
Figure 28: Czech Republic: Retail sales, 2006-10
Figure 29: Czech Republic: Retail sales forecasts, 2011-16
 THE RETAILERS: LEADING SPECIALISTS AND MARKET SHARES
Figure 30: Czech Republic: Leading DIY retailers, 2010/11
DENMARK
 THE MARKET: ECONOMIC AND DEMOGRAPHIC BACKGROUND
 THE MARKET: CONSUMER SPENDING ON DIY
Spending by category
Figure 31: Denmark: Consumer expenditure on DIY-related categories, 2006-10
Mintel market size
Figure 32: Denmark: Estimated DIY market size, 2006-10
Figure 33: Denmark: Estimated annual average DIY spending per-capita, 2006-10
Figure 34: Denmark: Estimated annual average DIY spending per-capita, 2006-10
 THE MARKET: DIY SPECIALISTS’ SECTOR
Figure 35: Denmark: DIY retailers’ sales, 2006-10
Figure 36: Denmark: DIY Retailers’ sales, 2006-09
Figure 37: Denmark: DIY retail sales forecast, 2011-16
 THE RETAILERS: CHANNELS OF DISTRIBUTION
 THE RETAILERS: LEADING SPECIALISTS AND MARKET SHARES
Online DIY
Figure 38: Denmark: Leading DIY Specialists, 2010/11
FINLAND
 THE MARKET: ECONOMIC AND DEMOGRAPHIC BACKGROUND
 THE MARKET: CONSUMER SPENDING ON DIY CATEGORIES
Spending by category
Figure 39: Finland: Consumer expenditure on DIY-related categories, 2006-10
Mintel market size
Figure 40: Finland: Estimated DIY market size, 2006-10
Figure 41: Finland: Estimated annual average DIY spending per-capita, 2006-10
 THE MARKET: DIY SPECIALISTS’ SECTOR
Figure 42: Finland: DIY Retailers’ sales, 2006-10
Figure 43: Finland: DIY Retailers’ sales, 2007-09
Figure 44: Finland: DIY retail sales forecast, 2011-16
 THE RETAILERS: CHANNELS OF DISTRIBUTION
 THE RETAILERS: LEADING SPECIALISTS AND MARKET SHARES
Figure 45: Finland: Leading DIY Specialists, 2010
FRANCE
 EXECUTIVE SUMMARY
 THE MARKET: ECONOMIC AND DEMOGRAPHIC BACKGROUND
Population forecast
Figure 46: France: Over 65s as % total French population, 1950-2030
The economy
Figure 47: France: Quarterly GDP growth, 1991-2011 (Q3)
Figure 48: France: Indicator of consumer confidence, January 2007-December 2011
House prices
Figure 49: France: House price index, 1996-2011 (Q3)
Inflation
Figure 50: France: Percentage change in Consumer Price Index vs average wages, 2006-11
Figure 51: France: Harmonised index of consumer prices: Annual % change, 2006-11
Implications for retailers
 THE MARKET: CONSUMER SPENDING ON DIY CATEGORIES
Spending by category
Figure 52: France: Consumer spending on main DIY categories, 2006-10
Mintel DIY market size
Figure 53: France: Estimated DIY market size, 2006-10
Figure 54: France: Estimated per capita spending on DIY, 2006-10
 THE MARKET: DIY SPECIALISTS’ SECTOR
Retail sales and forecast
Figure 55: France: DIY retailers’ sales, 2006-10
Figure 56: France: DIY specialists’ retail sales forecasts, 2011-16
Retail sales breakdown
Figure 57: France: Breakdown of DIY sales, by product category, 2009
 THE RETAILERS: CHANNELS OF DISTRIBUTION
Figure 58: France: DIY, spending by channel of distribution, 2010
 THE RETAILERS: ONLINE
Figure 59: France: Internet and broadband penetration, by household, 2006-11
Figure 60: France: Top transactional DIY websites, by number of visits, December 2011
 THE RETAILERS: LEADING SPECIALISTS AND MARKET SHARES
Modernisation boosts Kingfisher
Groupe Adeo underperforms
Bricomarché rationalises
Acquisition and expansion boost Mr Bricolage
Figure 61: France: Leading DIY retailers, 2010/11
Figure 62: France: DIY retailers’ market shares, 2010
GERMANY
 EXECUTIVE SUMMARY
 THE MARKET: ECONOMIC AND DEMOGRAPHIC CONTEXT
Demographics
Figure 63: Germany: Over 65s as % total population, 1960-2030
The economy
Figure 64: Germany: Real-terms, year-on-year GDP growth, Q1 2009-Q4 2011
Figure 65: Germany: Total unemployment and youth unemployment rates, Q1 2009-Q4 2011
Figure 66: Germany: Consumer confidence and retail trade confidence, Jan-Dec 2011
Property market
Figure 67: Construction price index: Total residential property, Q1 2009-Q4 2011
Consumer price inflation
Figure 68: Germany: Harmonised index of consumer prices: Annual % change, 2006-11
Rising energy prices
Figure 69: Germany: Consumer prices inflation in electricity and gas, Jun 2010-Dec 2011
Implications for retailers
Demographics
Economy
 THE MARKET: CONSUMER SPENDING ON DIY CATEGORIES
Spending by category
Figure 70: Germany: Households’ consumption expenditure on DIY-related categories, 2006-10
Mintel market size
Figure 71: Germany: Estimated DIY market size, 2006-10
Figure 72: Germany: Estimated annual average DIY spending per-capita, 2006-10
 THE MARKET: DIY RETAILERS’ SALES
Economic outlook
Retail sales and forecasts
Figure 73: Germany: DIY retailers’ sales, 2006-10
Figure 74: Germany: DIY retailers’ sales forecasts, 2011-16
Retail sales breakdown
Figure 75: Germany: Breakdown of DIY sector sales, by product category, 2009
Enterprise and outlet data
Figure 76: Germany: Retail enterprises, 2008-09
 THE RETAILERS: CHANNELS OF DISTRIBUTION
Figure 77: Germany: DIY spending: Estimated channels of distribution, 2010
Figure 78: Germany: DIY retailers’ sales as share of Mintel’s estimated market size, 2006-10
 THE RETAILERS: ONLINE
Figure 79: Percentage of individuals having purchased online, 2006-10
 THE RETAILERS: LEADING SPECIALISTS AND MARKET SHARES
Measuring the performance of the leaders
Figure 80: Leading five DIY retailers’ market shares, 2008-10
Figure 81: Germany: Leading DIY retailers’ annual average sales per m2, 2010
International expansion
Figure 82: Leading retailers’ international portfolios, 2010-11
Innovations and developments
OBI attracts trade audience
Praktiker looks to turn things around
Bauhaus’ big-box offer
Toom goes local
M&A activity
Figure 83: Germany: Leading DIY retailers, 2010/11
Figure 84: Germany: Leading retailers’ share of DIY retailers’ sales, 2010
GREECE
 THE MARKET: ECONOMIC AND DEMOGRAPHIC BACKGROUND
 THE MARKET: CONSUMER SPENDING ON DIY CATEGORIES
Spending by category
Figure 85: Greece: Households’ consumption expenditure on DIY-related categories, 2006-10
Mintel market size
Figure 86: Greece: Estimated DIY market size, 2006-10
 THE MARKET: DIY SPECIALISTS’ SECTOR
Figure 87: Greece: Retail sales, 2006-10
Figure 88: Greece: Retail sales forecasts, 2011-16
 THE RETAILERS: LEADING SPECIALISTS AND MARKET SHARES
Praktiker hit by hard times
Groupe Adeo takes cautious approach
Independents significant
Figure 89: Greece: Leading DIY retailers, 2010/11
HUNGARY
 THE MARKET: ECONOMIC AND DEMOGRAPHIC BACKGROUND
 THE MARKET: CONSUMER SPENDING ON DIY CATEGORIES
Spending by category
Figure 90: Hungary: Consumer expenditure on DIY-related categories, 2006-10
Mintel market size
Figure 91: Hungary: Estimated DIY market size, 2006-10
 THE MARKET: DIY SPECIALISTS’ SECTOR
Figure 92: Hungary: Retail sales, 2006-10
Figure 93: Hungary: Retail sales forecasts, 2011-16
 THE RETAILERS: LEADING SPECIALISTS AND MARKET SHARES
Figure 94: Hungary: Leading DIY specialists, 2010/11
REPUBLIC OF IRELAND
 THE MARKET: ECONOMIC AND DEMOGRAPHIC BACKGROUND
 THE MARKET: CONSUMER SPENDING ON DIY CATEGORIES
Spending by category
Figure 95: Ireland: Consumer spending on DIY-related categories, 2006-10
Mintel market size
Figure 96: Ireland: Estimated DIY market size, 2006-10
 THE MARKET: DIY SPECIALISTS’ SECTOR
Figure 97: Republic of Ireland: Retail sales, 2006-10
Figure 98: Republic of Ireland: Retail sales forecasts, 2011-16
 THE RETAILERS: LEADING SPECIALISTS AND MARKET SHARES
Figure 99: Republic of Ireland: Leading DIY retailers, 2010/11
ITALY
 EXECUTIVE SUMMARY
 THE MARKET: ECONOMIC AND DEMOGRAPHIC CONTEXT
Long-standing economic problems
The economy
Figure 100: Italy: Real-terms, year-on-year GDP growth, Q1 2006-Q4 2011
Figure 101: Italy: Consumer confidence and retail trade confidence, Jan-Dec 2011
Austerity
Bond markets
Consumer price inflation
Figure 102: Italy: Harmonised index of consumer prices: Annual % change, 2006-11
Unemployment
Figure 103: Italy: Total unemployment and youth unemployment rates, Q1 2009-Q3 2011
Demographics
Property
Figure 104: Italy: Distribution of total population, by tenure type, 2006-10
Rising energy prices
Figure 105: Italy: Consumer prices inflation in electricity and gas, Jun 2010-Dec 2011
Implications for DIY retailers
Economy
Demographics
 THE MARKET: CONSUMER SPENDING ON DIY CATEGORIES
Spending by category
Figure 106: Italy: Consumer expenditure on DIY, 2006-10
Mintel market size
Figure 107: Italy: Estimated DIY market size, 2006-10
Figure 108: Italy: Estimated annual average DIY spending per-capita, 2006-10
 THE MARKET: DIY SPECIALISTS’ SECTOR
Economic outlook
Retail sales and forecasts
Figure 109: Italy: Retail sales, 2006-10
Figure 110: Italy: Retail sales forecasts, 2011-16
Retail sales breakdown
Figure 111: Italy: Breakdown of DIY sector sales, by product category, 2009
Enterprise numbers
Figure 112: Italy: Retail enterprises, 2008-09
Outlet numbers
Figure 113: Italy: Outlet numbers, 2007
 THE RETAILERS: CHANNELS OF DISTRIBUTION
Figure 114: Italy: DIY spending: Estimated channels of distribution, 2010
 THE RETAILERS: ONLINE
Proportion of consumers shopping online
Figure 115: Italy: Percentage of individuals who have purchased goods or services online within the preceding three/12 months, 2006-11
Barrier to online growth: Cash culture
Barrier to online growth: Low levels of internet access
Figure 116: Italy: Percentage of households with any internet access/broadband connection, 2006-11
 THE RETAILERS: LEADING SPECIALISTS AND MARKET SHARES
A sector led by international operators
A fragmented sector
Puntolegno slimmed down
Brico IO expands
Bricofer ten stores down
Figure 117: Italy: Identified leading DIY retailers, 2010/11
Figure 118: Italy: Leading retailers’ share of DIY retailers’ sales, 2010
NETHERLANDS
 THE MARKET: ECONOMIC AND DEMOGRAPHIC CONTEXT
 THE MARKET: CONSUMER SPENDING ON DIY CATEGORIES
Spending by category
Figure 119: Netherlands: Consumer spending on DIY-related categories, 2006-10
Mintel market size
Figure 120: Netherlands: Estimated DIY market size, 2006-10
 THE MARKET: DIY SPECIALISTS’ SECTOR
Figure 121: Netherlands: DIY retailers’ sales, 2006-11
Figure 122: Netherlands: DIY retailers’ sales forecast, 2011-16
 THE RETAILERS: LEADING SPECIALISTS AND MARKET SHARES
Figure 123: Netherlands: Leading DIY retailers, 2010/11
NORWAY
 THE MARKET: ECONOMIC AND DEMOGRAPHIC CONTEXT
 THE MARKET: CONSUMER SPENDING ON DIY CATEGORIES
Spending by category
Figure 124: Norway: Consumer expenditure on DIY-related categories, 2006-10
Mintel market size
Figure 125: Norway: Estimated DIY market size, 2006-10
Figure 126: Norway: Estimated annual average DIY spending per-capita (NKr), 2006-10
Figure 127: Norway: Estimated annual average DIY spending per-capita (€), 2006-10
 THE MARKET: DIY SPECIALISTS’ SECTOR
Figure 128: Norway: DIY Retailers’ sales, 2006-11
Figure 129: Norway: DIY retailers’ sales, 2008-10
Figure 130: Norway: DIY retailers’ sales forecast, 2011-16
 THE RETAILERS: LEADING SPECIALISTS AND MARKET SHARES
Figure 131: Norway: Leading DIY Specialists, 2010/11
POLAND
 THE MARKET: ECONOMIC AND DEMOGRAPHIC CONTEXT
 THE MARKET: CONSUMER SPENDING ON DIY CATEGORIES
Spending by category
Figure 132: Poland: Consumer expenditure on DIY-related categories, 2006-10
Mintel market size
Figure 133: Poland: Estimated DIY market size, 2006-10
Figure 134: Poland: Estimated annual average DIY spending per-capita (Zl), 2006-10
Figure 135: Poland: Estimated annual average DIY spending per-capita (€), 2006-10
 THE MARKET: DIY SPECIALISTS’ SECTOR
Figure 136: Poland: All retail and non-food retail sales, 2006-10
Figure 137: Poland: All retail and non-food retail sales forecast, 2011-16
 THE RETAILERS: CHANNELS OF DISTRIBUTION
 THE RETAILERS: LEADING SPECIALISTS AND MARKET SHARES
Online activity
Figure 138: Poland: Leading DIY Specialists, 2010/11
PORTUGAL
 THE MARKET: ECONOMIC AND DEMOGRAPHIC CONTEXT
 THE MARKET: CONSUMER SPENDING ON DIY CATEGORIES
Spending by category
Figure 139: Portugal: Consumer spending on DIY-related categories, 2006-09
Mintel market size
Figure 140: Portugal: Estimated DIY market size, 2006-10
 THE MARKET: DIY SPECIALISTS’ SECTOR
Figure 141: Portugal: Retail sales, 2006-10
Figure 142: Portugal: Retail sales forecast, 2011-16
 THE RETAILERS: LEADING SPECIALISTS AND MARKET SHARES
Figure 143: Portugal: Leading DIY retailers, 2010/11
SPAIN
 EXECUTIVE SUMMARY
 THE MARKET: ECONOMIC AND DEMOGRAPHIC CONTEXT
Population forecast
Figure 144: Spain: Over 65s as % total Spanish population, 2005-30
The economy
Figure 145: Spain: Quarterly GDP growth, 2006-2011 (Q3)
Consumer confidence
Figure 146: Spain: Indicator of consumer confidence, January 2007-January 2012
House prices
Figure 147: Spain: House price index, 2007-11 (Q3)
Inflation
Figure 148: Spain: Percentage change in Consumer Price Index vs average wage growth, 2006-11
Figure 149: Spain: Index of consumer prices: Annual % change, 2006-11
Implications for DIY retailers
 THE MARKET: CONSUMER SPENDING ON DIY CATEGORIES
Spending by category
Figure 150: Spain: Consumer spending on main DIY categories, 2006-10
Mintel market size
Figure 151: Spain: Estimated DIY market size, 2006-10
Figure 152: Spain: Estimated per capita spending on DIY, 2006-10
 THE MARKET: DIY SPECIALISTS’ SECTOR
Retail sales and forecast
Figure 153: Spain: DIY retailers’ sales, 2006-10
Figure 154: Spain: DIY retailers’ sales forecasts, 2011-16
 THE RETAILERS: CHANNELS OF DISTRIBUTION
Figure 155: Spain: DIY market, retail channels of distribution, 2010
 THE RETAILERS: ONLINE
Figure 156: Spain: Percentage of individuals who have purchased goods or services online within the preceding three/12 months, 2006-11
Figure 157: Spain: Top DIY websites, by number of visits, December 2011
 THE RETAILERS: LEADING SPECIALISTS AND MARKET SHARES
Sector dominance for Groupe Adeo
Kingfisher development continues
Bricor to challenge
Room for consolidation
Figure 158: Spain: Leading DIY retailers, 2010/11
Figure 159: Spain: Leading DIY retailers’ market shares, 2010
SWEDEN
 THE MARKET: ECONOMIC AND DEMOGRAPHIC CONTEXT
 THE MARKET: CONSUMER SPENDING ON DIY CATEGORIES
Spending by category
Figure 160: Sweden: Consumer expenditure on DIY-related categories, 2006-10
Mintel market size
Figure 161: Sweden: Estimated DIY market size, 2006-10
Figure 162: Sweden: Estimated annual average DIY spending per-capita (SKr), 2006-10
Figure 163: Sweden: Estimated annual average DIY spending per-capita (€), 2006-10
 THE MARKET: DIY SPECIALISTS’ SECTOR
Figure 164: Sweden DIY retailers’ sales, 2006-11
Figure 165: Sweden: DIY retailers’ sales, 2007-09
Figure 166: Sweden: DIY retailers’ sales forecast, 2011-16
 THE RETAILERS: CHANNELS OF DISTRIBUTION
 THE RETAILERS: LEADING SPECIALISTS AND MARKET SHARES
Figure 167: Sweden: Leading DIY specialists, 2010/11
SWITZERLAND
 THE MARKET: ECONOMIC AND DEMOGRAPHIC CONTEXT
 THE MARKET: CONSUMER SPENDING ON DIY CATEGORIES
Figure 168: Switzerland: Consumer expenditure on furnishings, household equipment and routine maintenance of the house, 2006-10
Mintel market size
 THE MARKET: DIY SPECIALISTS’ SECTOR
Figure 169: Switzerland: DIY retail sales, 2006-10
Figure 170: Switzerland: DIY retail sales forecast, 2011-16
 THE RETAILERS: LEADING SPECIALISTS AND MARKET SHARES
Figure 171: Switzerland: Leading DIY retailers, 2010/11
UNITED KINGDOM
 INTRODUCTION
What is a DIY store?
Financial definitions
Abbreviations
 EXECUTIVE SUMMARY
The DIY sector size
Figure 172: DIY retailers’ sales (incl. VAT), 2006-16
The DIY market size
Figure 173: Spending on DIY goods (incl. VAT), 2007-11
Market factors
Squeezed consumers
Property market
Consumer spending
Figure 174: Compound annual growth rate in DIY-goods categories, 2007-11
Companies, brands, and innovation
Leading retailers’ performance
Figure 175: Leading DIY retailers’ sales growth, 2009/10-2010/11
Market shares
Figure 176: Leading retailers’ market shares, 2009-10
Innovations
Channels of distribution
Figure 177: Estimated distribution of DIY-goods spending, 2010 and 2011
Figure 178: Estimated distribution of DIY-goods spending excluding pets and goods for household maintenance, 2010 and 2011
Online
Figure 179: Estimated DIY-goods spending online (incl. VAT), 2010 and 2011
Figure 180: Estimated online sales by the DIY retail sector (incl. VAT), 2010 and 2011
The consumer
Where they shop
Figure 181: Where people shopped for DIY in the preceding 12 months, December 2011
What they want from a retailer
Figure 182: Factors considered important when deciding where to buy DIY products, December 2011
Attitudes to DIY online
Figure 183: Attitudes to buying DIY products online, December 2011
What we think
 ISSUES IN THE MARKET
Do opportunities remain in a low-growth market?
How can retailers win share from competitors?
Which categories can drive growth?
Can DIY retailers take further spending from other sectors?
Surely online is a growth opportunity?
 FUTURE OPPORTUNITIES
 TREND: INFLUENTIALS
 TREND: GREEN TECHNOLOGY
 WHO’S INNOVATING?
Finding growth in a stagnant market
Figure 184: B&Q’s ‘Let’s Do It Together’ online hub
Figure 185: B&Q TradePoint zones
Exploring alternatives to the big-box store
Figure 186: Clas Ohlson store
Developing innovations
Launching new own brands
 THE MARKET: ECONOMIC AND DEMOGRAPHIC BACKGROUND
Key points
Population forecast
Figure 187: UK: Over 65s as % total UK population, 1991-2020
The economy
Figure 188: UK: Quarterly GDP growth, 1991-2011 (Q3)
Figure 189: UK: GfK NOP Consumer confidence index, January 2007-December 2011
Figure 190: Percentage change in Retail Prices Index vs Earnings, 2008-11
Energy prices
Figure 191: Consumer prices inflation, electricity and gas, Jun 2010-Dec 2011
Housing market
Figure 192: UK: Average house price, 1992-2011 (Q4)
Figure 193: UK: House prices measured against the development of transactions, 2006-11 (Q3)
Figure 194: UK: First time buyers affordability index, 1985-2011 (Q3)
 THE MARKET: CONSUMER SPENDING ON DIY PRODUCTS
Key points
 THE DIY MARKET
Figure 195: DIY retailers: Major markets, 2007-11
Figure 196: DIY retailers: Major markets at 2011 prices, 2007-11
 THE MARKET: SECTOR SIZE AND FORECAST
Key points
Figure 197: DIY retailers sales, 2007-11
Figure 198: DIY retailers’ sales as % all retail sales, 1994-2011
Figure 199: Sales by DIY specialists relative to spending on key product areas, 2007-11
 FORECAST
Figure 200: DIY retailers sales, 2006-16
Figure 201: DIY retailers value and volume sales, 2006-16
Figure 202: DIY retailers sales as % all retail sales, 2006-16
 THE RETAILERS: CHANNELS OF DISTRIBUTION
Figure 203: Estimated distribution of DIY-goods spending, 2010 and 2011
Figure 204: Estimated distribution of DIY-goods spending excluding pets and goods for household maintenance, 2010 and 2011
Competing specialists
Grocers
Figure 205: J. Sainsbury DIY homepage
Figure 206: Tesco Direct DIY homepage
Mixed goods retailers
Builders’ merchants
 THE RETAILERS: LEADING RETAILERS
Key points
 THE BIG THREE
Big-ticket growth
Small-store expansion
Non-specialist retailers
Smaller and trade-balanced retailers
Figure 207: DIY retailers: Leading operators, 2010/11
 THE RETAILERS: MARKET SHARES
DIY specialists’ market shares
Figure 208: Leading DIY retailers’ share of sector sales, 2009 and 2010
Adjusting for trade sales
Figure 209: Leading DIY retailers: Estimated trade share of sales, 2010/11
Figure 210: Leading retailers: Estimated sales and market shares excluding sales to trade customers, 2010/11
 THE RETAILERS: ONLINE
Key points
 PROSPECTS FOR DIY ONLINE
 ONLINE DIY MARKET SIZE
Figure 211: Estimated DIY-goods spending online (incl. VAT), 2010 and 2011
Figure 212: Estimated online sales by the DIY retail sector (incl. VAT), 2010 and 2011
 CONSUMERS: WHAT THEY WANT ONLINE
Figure 213: Consumer attitudes towards buying DIY products, December 2011
 CONSUMERS: WHO’S SHOPPING ONLINE
Figure 214: Proportion of adult population buying DIY/garden products online in the preceding three months, Jul 2009-Oct 2011
Figure 215: Proportion of adult population buying DIY/garden products online in the preceding three months, by socio-economic group, age, gender and lifestage, Oct 2011
 CONSUMERS: ONLINE/OFFLINE SHOPPING PATTERNS
Figure 216: Shopping patterns for DIY/garden products, March 2011
 LEADING DIY RETAIL WEBSITES
Figure 217: Leading transactional DIY/ hardware/homewares retail websites, three-month average to November 2011
 THE RETAILERS: RETAIL ADVERTISING AND PROMOTION
Key points
Strong growth in ad spend
Figure 218: Main media advertising spend, by leading DIY retailers, 2008-10
Spending relative to turnover
Figure 219: Leading DIY retailers’ advertising spending as % of turnover, 2008-10
Spending by media
Figure 220: Leading DIY retailers’ main media advertising distribution, by media, 2010
Major campaigns
 THE CONSUMER – BRAND RESEARCH
Brand map
Figure 221: Attitudes towards and usage of brands in the DIY retail sector, December 2011
Correspondence analysis
Brand attitudes
Figure 222: Attitudes by DIY retailer brand, December 2011
Brand personality
Figure 223: DIY retail brand personality – macro image, December 2011
Figure 224: DIY retail brand personality – micro image, December 2011
Brand experience
Figure 225: DIY retail brand usage, November 2011
Figure 226: Satisfaction with various DIY retail brands, December 2011
Figure 227: Consideration of DIY retail brands, December 2011
Figure 228: Consumer perceptions of current DIY retail brand performance, December 2011
Figure 229: DIY retail brand recommendation – Net Promoter Score, December 2011
Brand index
Figure 230: DIY retail brand index, December 2011
Figure 231: DIY retail brand index vs. recommendation, December 2011
Target group analysis
Figure 232: Target groups, December 2011
Figure 233: DIY retail brand usage, by target groups, December 2011
Group One – Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – Individualists
 THE CONSUMER – WHO DOES DIY AND WHERE DO CONSUMERS SHOP?
Key points
 WHO DOES DIY AND WHERE DO THEY SHOP
DIY losing popularity
Figure 234: Home decorating or other DIY work in the last 12 months, 2006-11
Figure 235: Home decorating or other DIY work in the last 12 months, by main demographic group, 2009-11
Figure 236: Trends in agreement with DIY and home, GB, 2005-11
Figure 237: Profile of attitudes to DIY and the home, 2011
Where do people buy DIY?
Figure 238: Where people shop for DIY, December 2011
Figure 239: Profile of DIY store customers, December 2011
Figure 240: Profile of DIY store customers for B&Q, Homebase and Wickes, December 2010-December 2011
Outlets used
Figure 241: Repertoire of DIY retailers bought from in last 12 months, December 2011
Figure 242: DIY retailers bought from in last 12 months, by repertoire of DIY retailers bought from in last 12 months, December 2011
 THE CONSUMER – FACTORS BEHIND CHOICE OF DIY STORE
Key points
Figure 243: DIY important factors when deciding where to buy DIY products, December 2011
Figure 244: Profile of the consumers factors when deciding where to shop for DIY products, December 2011
Figure 245: DIY retailers bought from in last 12 months, by factors when deciding where to shop, December 2011
 THE CONSUMER – CONSUMER ATTITUDES TO BUYING DIY ONLINE
Key points
 ATTITUDES TO BUYING DIY PRODUCTS ONLINE
Figure 246: Attitudes to buying DIY products, December 2011
What consumers want online
Figure 247: Attitudes to DIY online, December 2011
Multichannel services in demand
Figure 248: Attitudes to shopping for DIY products online, December 2011
Other online potential
Figure 249: Attitudes to shopping for DIY products online, December 2011
 APPENDIX – BRAND RESEARCH
Figure 250: Brand usage, December 2011
Figure 251: Brand commitment, December 2011
Figure 252: Brand momentum, December 2011
Figure 253: Brand diversity, December 2011
Figure 254: Brand satisfaction, December 2011
Figure 255: Brand recommendation, December 2011
Figure 256: Brand attitude, December 2011
Figure 257: Brand image – macro image, December 2011
Figure 258: Brand image – micro image, December 2011
Figure 259: Profile of target groups, by demographic, December 2011
Figure 260: Psychographic segmentation, by target group, December 2011
Figure 261: Brand usage, by target group, December 2011
Brand index
Figure 262: Brand index, December 2011
 APPENDIX – THE CONSUMER – WHO DOES DIY AND WHERE DO CONSUMERS SHOP?
Figure 263: Where consumers have purchased most popular DIY products in the last 12 months, by demographics, December 2011
Figure 264: Where consumers have purchased next most popular DIY products in the last 12 months, by demographics, December 2011
 APPENDIX – THE CONSUMER – FACTORS BEHIND CHOICE OF DIY STORE
Figure 265: Factors important to you when deciding where to buy DIY products, by demographics, December 2011
 APPENDIX – THE CONSUMER – CONSUMER ATTITUDES TO BUYING DIY ONLINE
Figure 266: Most popular consumer attitudes towards buying DIY products, by demographics, December 2011
Figure 267: Next most popular consumer attitudes towards buying DIY products, by demographics, December 2011
BAUHAUS
Figure 268: Bauhaus: Sales as share of DIY retailers sales in Europe, 2006-10
Strategic evaluation
Background
Company performance
Figure 269: Bauhaus: Group sales and German sales, 2006-10
Figure 270: Bauhaus: Group sales performance, 2006-10
Figure 271: Bauhaus: Average annual sales per outlet, 2006-10
Figure 272: Bauhaus: Outlet data, 2006-2010
Figure 273: Bauhaus: Breakdown of outlets by territory, 2011/12*
Figure 274: Bauhaus: Outlet data, 2006-11
Retail offering
e-commerce and home shopping
BAUMAX
Figure 275: bauMax: Sales as share of DIY retailers sales in Europe, 2007-11
Strategic evaluation
Background
Company performance
Figure 276: BauMax: Estimated sales contribution by country, 2011
Figure 277: BauMax: Group sales performance, 2007-11
Figure 278: BauMax: Distribution of outlets by country, 2011
Figure 279: bauMax: Outlet data, 2007-2011
Retail offering
e-commerce and social media
CLAS OHLSON
Figure 280: Clas Ohlson: Sales as share of DIY retailers’ sales in Europe, 2006-10
Strategic evaluation
Figure 281: Clas Ohlson: Sales growth in major markets, 2006/07-2010/11
Figure 282: Clas Ohlson: Operating margin development, 2005/06-2010/11
Background
Company performance
Figure 283: Clas Ohlson: Sales performance, 2006/07-2011/12
Figure 284: Clas Ohlson: Outlet data, 2006-11
Store formats
Retail offering
e-commerce and home shopping
DT GROUP (WOLSELEY NORDIC)
Strategic evaluation
Background
Company performance
Figure 285: DT Group (Wolseley Nordic): Group financial performance, 2006/07-2010/11
Figure 286: DT Group (Wolseley Nordic): Revenues by country/operation, 2010/11
Figure 287: DT Group (Wolseley Nordic): Sales by division, 2010/11
Figure 288: Silvan Denmark, Estimated sales performance, 2006-10
Figure 289: DT Group (Wolseley Nordic): Outlet data, 2007-11
Retail offering
Figure 290: DT Group (Wolseley Nordic): Business descriptions
Consumer profile
Figure 291: DT Group (Wolseley Nordic): Revenue breakdown, by customer/project type, 2010/11
e-commerce
GROUPE ADEO
Figure 292: Groupe Adeo: Sales as share of DIY retailers’ sales in Europe, 2006-10
Strategic evaluation
Figure 293: Groupe Adeo: Turnover in France as share of total group sales, 2006-10
Background
Company performance
Figure 294: Groupe Adeo: Sales performance, 2006-10
Figure 295: Groupe Adeo: Estimated European sales performance, 2010
Figure 296: Groupe Adeo: Outlet data, 2006-11
Retail offering
e-commerce and home shopping
Figure 297: Overview of Groupe Adeo’s transactional websites, 2011
HAGEBAU
Figure 298: Hagebau: Share of European DIY specialists’ sales, 2006-10
Strategic evaluation
Background
Company performance
Figure 299: Hagebaumarkt: Group sales performance, 2007-11
Figure 300: Hagebau: Outlet data, 2007-11
Store formats
Retail offering
e-commerce and home shopping
HOMEBASE
Figure 301: Homebase Ltd: Sales as share of DIY retailers’ sales in UK, 2006-10
Strategic evaluation
Background
Company performance
Figure 302: Homebase Ltd: Group financial performance, 2006/07-2010/11
Figure 303: Homebase Ltd: Outlet data, 2006/07-2010/11
Sales mix
Figure 304: Homebase Ltd: Breakdown of sales, by category, 2010/11
Figure 305: Homebase Ltd: Breakdown of sales, by category, 2007/08-2009/10
Consumer profile
Figure 306: Homebase shoppers in last 12 months, by gender, age and socio-economic group, December 2011
Figure 307: Homebase shoppers in last 12 months, by region, December 2011
Figure 308: Homebase shoppers in last 12 months, by ACORN group, December 2011
Retail offering
e-commerce and social media
Figure 309: Homebase: Online customer profile, three-month average to November 2011
HORNBACH HOLDING
Figure 310: Hornbach Baumarkt: Share of DIY specialists’ in Europe sales, 2006-10
Strategic evaluation
Background
Company performance
Figure 311: Hornbach Holding: Group financial performance, 2006/07-2010/11
Figure 312: Hornbach Holding: Outlet data, 2007-11
Store formats
Retail offering
e-commerce and home shopping
INTERGAMMA GROUP
Figure 313: Intergamma Group: Sales as share of DIY retailers sales in Europe, 2006-10
Figure 314: Intergamma (Netherlands): Sales as share of DIY retailers sales in Netherlands, 2006-2010
Strategic evaluation
Background
Company performance
Figure 315: Intergamma Group: Estimated group sales performance, 2006-10
Figure 316: Intergamma Group: Outlet data, 2006-2010
Store formats
Retail offering
Figure 317: Bricorama Benelux (Gamma and Karwei), 2010 sales breakdown by product
e-commerce
KINGFISHER GROUP
Figure 318: Kingfisher Group: Sales as share of DIY retailers sales in Europe, 2006-10
Strategic evaluation
Background
Company performance
Figure 319: Kingfisher Group: European revenues by country/operation, 2010/11
Figure 320: Kingfisher Group: Group financial performance, 2006/07-2010/11
Figure 321: Kingfisher Group: European store numbers, by country/operation, 2010/11
Figure 322: Kingfisher Group: Outlet data, 2006/07-2010/11
Consumer profile
Figure 323: B&Q shoppers in last 12 months, by gender, age and socio-economic group, December 2011
Figure 324: B&Q shoppers in last 12 months, by region, December 2011
Figure 325: B&Q shoppers in last 12 months, by ACORN group, December 2011
Retail offering
Figure 326: B&Q (UK) and Castorama (France): Sales breakdown, by category, 2010/11
Figure 327: Own-brand’s estimates proportion of sales, 2010/11
Figure 328: Kingfisher UK and France, trade’s proportion of retail sales, 2010/11
e-commerce and social media
Figure 329: B&Q (UK): Profile of visitors to DIY.com, three-month average to November 2011
MAXEDA DIY
Figure 330: Maxeda DIY: Sales as share of DIY retailers’ sales in Europe, 2006-10
Strategic evaluation
Background
Company performance
Figure 331: Maxeda DIY: Group financial performance, 2006/07-2010/11
Figure 332: Maxeda DIY: Outlet data, 2007-12
Retail offering
e-commerce and home shopping
MR. BRICOLAGE
Figure 333: Mr. Bricolage: Sales as share of DIY retailers’ sales in Europe, 2006-10
Strategic evaluation
Background
Company performance
Figure 334: Mr. Bricolage SA: Financial performance, 2006-11
Figure 335: Mr Bricolage: Retail sales, 2006-11
Figure 336: Mr. Bricolage: Outlet data, 2006-11
Figure 337: Mr Bricolage: Sales area and densities, 2005-10
Retail offering
e-commerce and home shopping
OBI
Figure 338: Obi: Share of DIY specialists’ sales in Europe, 2006-10
Strategic evaluation
Background
Company performance
Figure 339: OBI: Group sales performance, 2006-10
Figure 340: OBI: Outlet data, 2008-11
Store formats
Retail offering
e-commerce and home shopping
PRAKTIKER
Figure 341: Praktiker: Sales as share of DIY retailers sales in Europe, 2007-11
Strategic evaluation
Background
Company performance
Figure 342: Praktiker: Group sales performance, 2006-11
Figure 343: Praktiker: Group financial performance, 2006-11
Figure 344: Praktiker: Average annual sales per outlet, 2007-11
Figure 345: Praktiker: Outlet data, 2007-11
Retail offering
e-commerce and social media
RAUTAKESKO
Figure 346: Kesko: Sales as share of DIY retailers’ sales in Europe, 2006-10
Strategic evaluation
Background
Company performance
Figure 347: Kesko: Building and Home Improvement Division, financial performance, 2006-10
Figure 348: Kesko: Outlet data, 2006-10
Store formats
Retail offering
e-commerce and home shopping
TOOM BAUMARKT/B1 DISCOUNT/KLEE
Figure 349: Toom Baumarkt/B1 Discount/Klee: Sales as share of DIY retailers’ sales in Germany, 2008-10
Strategic evaluation
Background
Company performance
Figure 350: Toom Baumarkt/B1 Discount/Klee: Group financial performance, 2008-10
Figure 351: Toom Baumarkt/B1 Discount/Klee: Outlet data, 2008-10
Retail offering
e-commerce and social media
WICKES/TRAVIS PERKINS RETAIL
Figure 352: Travis Perkins Retail: Sales as share of DIY retailers’ sales in UK, 2006-10
Strategic evaluation
Background
Company performance
Figure 353: Travis Perkins Retail: Group financial performance, 2006-10
Figure 354: Travis Perkins Retail: Outlet data, 2006-10
Figure 355: ToolStation UK: Group financial performance, 2006-10
Figure 356: ToolStation UK: Outlet data, 2006-10
Consumer profile
Figure 357: Wickes shoppers in last 12 months, by gender, age and socio-economic group, December 2011
Figure 358: Wickes shoppers in last 12 months, by region, December 2011
Figure 359: Wickes shoppers in last 12 months, by ACORN group, December 2011
Retail offering
e-commerce and home shopping
Figure 360: Wickes: Profile of online shoppers, three-month average to November 2011
APPENDIX – BROADER MARKET ENVIRONMENT
 POPULATION
Figure 361: Europe: Population, by age group, 2005
Figure 362: Europe: Population, by age group, 2010
Figure 363: Europe: Population, by age group, 2015
Figure 364: Europe: Population, by age group, 2020
 GDP
Figure 365: Europe: GDP (current prices), 2010
Figure 366: Europe: GDP growth rates (current prices), 2001-Q3 2011
Figure 367: Europe: GDP growth rates (constant prices), 2001-Q3 2011
 CONSUMER SPENDING
Figure 368: Europe: Households’ consumer spending (current prices), 2010
Figure 369: Europe: Households’ consumer spending growth rates (current prices), 2001-Q3 2011
Figure 370: Europe: Households’ consumer spending growth rates (constant prices), 2001-Q3 2011
 CONSUMER PRICES
Figure 371: Europe: Harmonised index of consumer prices, 2001-11
 UNEMPLOYMENT
Figure 372: Europe: Average rate of unemployment, 2001-11
 INTEREST RATES
Figure 373: Europe: Interest rates, 2005-Q4 2011
 CONSUMER CONFIDENCE
Figure 374: Europe: Consumer confidence, Feb 2011-Jan 2012
 HOME OWNERSHIP
Figure 375: Europe: Levels of home ownership, 2006-10