Table of Contents
Executive Summary
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- The sector: 2014 set to be another robust year
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- Figure 1: Total DIY/hardware specialists’ sector size (incl. VAT), 2008-18
- Companies, brands and innovations
- Market shares: major players lose share
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- Figure 2: Leading DIY generalist and specialist retailers’ shares of spending on DIY, 2013
- Innovations
- Online: Sector sales surge in 2013
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- Figure 3: Share of online sales by DIY specialists, 2013 (est)
- The consumer
- Where they shop: 80% have bought in the last year
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- Figure 4: The consumer: DIY retailers used in the past 12 months, in-store and online, March 2014
- DIY products bought: Decoration and garden top the list
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- Figure 5: The consumer: DIY/home improvement products bought in past 12 months, March 2014
- Plans for the year ahead: 82% plan to improve their home
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- Figure 6: The consumer: Plans for the year ahead, March 2014
- Preferred stores: Specialists versus non-specialists
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- Figure 7: The consumer: Type of stores preferred for DIY, March 2014
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- Figure 8: The consumer: Reasons for DIY store preference – specialists, March 2014
- Figure 9: The consumer: Reasons for DIY store preference – non-specialists, March 2014
- Attitudes towards doing DIY: Renters keen to do DIY
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- Figure 10: The consumer: Attitudes to DIY, March 2014
- What we think
Issues and Insights
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- Targeting old and young at the same time
- The facts
- The implications
- Integrating online and in-store: the lessons from Screwfix
- The facts
- The implications
- The growing role of renters
- The facts
- The implications
- DIY is recovering but will remain below its peak
- The facts
- The implications
Trend Application
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- Trend: Minimize Me
- Trend: Return to the Experts
- Mintel futures: Access Anything, Anywhere
Market Environment
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- Key points
- Surging housing market
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- Figure 11: Annual % change in number of completed residential property transactions and retail sales through DIY specialists, monthly, January 2012-March 2014
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- Figure 12: Number of completed residential property transactions per month, January 2007-March 2014
- Consumer confidence and spending power: positive signs
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- Figure 13: Consumer confidence levels, May 2013-April 2014
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- Figure 14: Annual % change in average weekly earnings versus annual % change in consumer prices, January 2010-February 2014
- Seasonality
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- Figure 15: DIY specialists sector sales, monthly, January 2012-March 2014
- Ageing: A long-term threat?
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- Figure 16: Composition of UK population by age group, 2008, 2013 and 2018
- Inflation in DIY categories
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- Figure 17: Consumer prices index: annual % change, DIY categories, annual, 2009-13
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- Figure 18: Consumer prices index: annual % change, DIY categories, monthly, March 2013-March 2014
Strengths and Weaknesses
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- Strengths
- Weaknesses
Consumer Spending on DIY Products
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- Key points
- Mintel market size: 2014 expected to be another strong year
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- Figure 19: DIY products – market size (incl. VAT), 2009-14
- Breakdown by category
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- Figure 20: DIY products market size breakdown, 2013
- Spending breakdown, 2009-14
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- Figure 21: Consumer spending in detail (incl. VAT), 2009-14
- Mintel’s market size
Sector Size and Forecast
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- Key points
- Segmenting the sector
- Sector set for another year of 5% growth
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- Figure 22: Total DIY/hardware specialists’ sector size (incl. VAT), 2008-18
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- Figure 23: Total DIY/hardware specialists’ sector size (incl. VAT), in current and constant prices, 2008-18
- Segment: ‘Sheds’ format underperforming
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- Figure 24: Sales and forecast: DIY ‘sheds’/big-box segment (incl. VAT), 2008-18
- Figure 25: Sales and forecast: DIY ‘sheds’/big-box segment (incl. VAT), in current and constant prices, 2008-18
- Segment: Other DIY and hardware stores outperforming
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- Figure 26: Sales and forecast: Other DIY/hardware stores segment (incl. VAT), 2008-18
- Figure 27: Sales and forecast: Other DIY/hardware stores segment (incl. VAT), in current and constant prices, 2008-18
- Mintel’s forecast methodology
- The fan chart
Channels of Distribution
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- Key points
- DIY specialist take nearly half the market
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- Figure 28: Distribution of spending on DIY products, 2013
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- Figure 29: Distribution of spending on DIY products, in % and £ terms (incl. VAT), 2012 and 2013
Space Allocation Summary
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- Key points
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- Figure 30: DIY retailers: Summary space allocation data, April 2014
- Figure 31: Detail space allocation estimates, April 2014
Retail Product Mix
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- Figure 32: Homebase, B&Q sales mix, 2013
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- Figure 33: Leading DIY retailers, estimated sales by product, 2013
- Figure 34: Leading DIY retailers, broad space allocation, April 2013
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- Figure 35: Leading DIY retailers, estimated sales density by product, 2013
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Leading Specialist Retailers
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- Key points
- Some notes on the sector
- Market-leaders underperform
- Niche retailers perform more strongly
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- Figure 36: Leading DIY specialists: annual net revenues, 2009-13
- Store numbers and annual sales per outlet
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- Figure 37: Leading DIY specialists: outlet numbers, 2009-13
- Figure 38: Leading DIY specialists: annual sales per outlet, 2009-13
- Sales area and sales densities
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- Figure 39: Selected leading DIY specialists: total sales area, 2009-13
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- Figure 40: Selected leading DIY specialists: annual sales per sq m, 2009-13
- Operating profits and margins
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- Figure 41: Selected leading DIY specialists: operating profits, 2009-13
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- Figure 42: Selected leading DIY specialists: operating margins, 2009-13
- Measuring range and positioning
- Sales mix at B&Q and Homebase
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- Figure 43: Estimated sales mix at B&Q, 2013/14
- Figure 44: Sales mix at Homebase, 2013/14
- The wallpaper index
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- Figure 45: Major DIY retailers: Number of SKUs versus average product price in wallpaper, April 2014
- Total number of SKUs
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- Figure 46: Total number of SKUs – B&Q, Homebase and Wickes, 2013/14
Leading Non-Specialist Retailers
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- Key points
- Leading non-specialists: Key metrics
- Market shares
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- Figure 47: Leading non-specialist retailers: Estimated shares of spending on DIY, 2013
- Shopper numbers
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- Figure 48: The consumer: DIY retailers used in the past 12 months, whether online or in-store, March 2014
- Product range
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- Figure 49: Major DIY retailers: Number of SKUs versus average product price in wallpaper, April 2014
- Wilkinsons
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- Figure 50: Wilkinsons: Own-brand and branded paint ranges, December 2013
- Argos
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- Figure 51: Argos.co.uk: Number of products in DIY, lighting and gardening, April 2014
- Amazon
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- Figure 52: Amazon.co.uk: DIY and tools homepage, April 2014
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- Figure 53: Amazon.co.uk: Number of products in DIY, lighting and gardening, April 2014
- eBay
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- Figure 54: eBay.co.uk: Number of products in DIY, lighting and gardening, April 2014
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- Figure 55: eBay.co.uk: Home and Garden homepage, April 2014
- The grocery retailers
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- Figure 56: Tesco.com/direct, Direct.asda.com and Sainsburys.co.uk: Number of products in selected DIY categories, May 2014
- Others
Market Shares
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- Key points
- Underperformance at the top
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- Figure 57: Leading DIY retailers’ market shares, 2012 and 2013
- Market share and sector share
- Share of the market: Generalists are prominent
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- Figure 58: Leading DIY generalist and specialist retailers’ shares of spending on DIY, 2012 and 2013
- Share of the specialists sector: highly concentrated
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- Figure 59: Leading DIY specialist retailers’ shares of specialists sector sales, 2011-13
- About our market shares
Online
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- Key points
- Definitions
- Online sales and market shares in the DIY specialists sector
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- Figure 60: Online sales by DIY specialists (incl. VAT), 2012-14
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- Figure 61: Share of online sales by DIY specialists, 2013 (est)
- Online DIY product sales and market shares
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- Figure 62: Estimated online DIY product sales (incl. VAT), 2012-14
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- Figure 63: Shares of online DIY sales, by retailer/sub-sector, 2013 (est)
- Figure 64: Estimated percentage of sales online, selected major DIY specialists, 2013
- Website visitor numbers
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- Figure 65: Visitor data – home furnishings retailers, March 2014
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- Figure 66: Total unique visitors, per month, selected websites, May 2011-April 2014
Who’s Innovating?
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- Key points
- Tool trade-in initiatives
- ‘Fashion-forward’ stores from B&Q
- Customers home designs brought to life in-store with 4D technology
- Mobile app designed to drive shoppers’ in-store
- Innovative installation service
- Grocery tie-up
Brand Communication and Promotion
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- Key points
- Adspend continues to fall
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- Figure 67: Total main media adspend in the UK DIY retailing sector, 2010-13
- B&Q is the leading advertiser
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- Figure 68: Main media adspend by leading DIY retailers, 2010-13
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- Figure 69: Share of main media adspend in the UK DIY retailing sector, by retailer, 2013
- Spending relative to turnover
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- Figure 70: Leading DIY retailers’ advertising spend as % of turnover, 2010-13
- 80% of all adspend channelled through the TV and press
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- Figure 71: Main media adspend, by media type, 2012 and 2013
- Figure 72: Leading DIY retailers Share of adspend by media type, 2012 and 2013
- What we have seen in 2014
Brand Research
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- Brand map
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- Figure 73: Attitudes towards and usage of brands in the DIY retailing sector, February 2014
- Correspondence analysis
- Brand attitudes
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- Figure 74: Attitudes, by DIY retailing brand, February 2014
- Brand personality
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- Figure 75: DIY retailing brand personality – macro image, February 2014
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- Figure 76: DIY retailing brand personality – micro image, February 2014
- Brand experience
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- Figure 77: DIY retailing brand usage, February 2014
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- Figure 78: Satisfaction with various DIY retailing brands, February 2014
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- Figure 79: Consideration of DIY retailing brands, February 2014
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- Figure 80: Consumer perceptions of current DIY retailing brand performance, February 2014
- Brand recommendation
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- Figure 81: Recommendation of selected DIY retailing brands, February 2014
Customer Profile Comparison
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- Key points
- Gender
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- Figure 82: UK DIY retailers: Customer profile by Gender, March 2014
- Age
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- Figure 83: UK DIY retailers: Customer profile, by Age, March 2014
- Region
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- Figure 84: UK DIY retailers: Customer profile by Region, March 2014
- Location
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- Figure 85: UK DIY retailers: Customer profile by type of location, March 2014
- Socio-economic group
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- Figure 86: UK DIY retailers: Customer profile by socio-economic group, March 2014
- Housing tenure
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- Figure 87: UK DIY retailers: Customer profile by housing tenure, March 2014
- Financial situation
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- Figure 88: UK DIY retailers: Customer profile by financial situation, March 2014
The Consumer – Who Shops Where
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- Key points
- Where people buy DIY goods
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- Figure 89: DIY retailers used in last 12 months, March 2014
- Customer profiles
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- Figure 90: Profile of DIY shoppers, both online and off-line, March 2014
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- Figure 91: Profile of DIY shoppers by home tenure and age, March 2014
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- Figure 92: Profile of online DIY shoppers by age and socio-economic group, March 2014
- Regional differences
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- Figure 93: Regional retailer profiles, March 2014
The Consumer – DIY/Home Products Bought
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- Key points
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- Figure 94: DIY/home improvement products bought in the past 12 months, March 2014
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- Figure 95: Profiles of buyers of DIY/Home products, March 2014
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- Figure 96: Where buyers of DIY/Home goods had shopped in the last 12 months, March 2014
The Consumer – DIY Plans
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- Key points
- Spending intentions in context
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- Figure 97: What consumers would spend money left over on, March 2014
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- Figure 98: What consumers would spend money left over on: change from low point in the downturn to March 2014
- Current spending plans
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- Figure 99: Plans for the year ahead, March 2014
- DIY or Do it for me
- Profile of those planning any home improvement:
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- Figure 100: Profile of those planning any home improvement work, March 2014
- DIY
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- Figure 101: Profile of those planning to do home improvement work themselves, March 2014
- Do it for me
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- Figure 102: Profile of those planning to pay someone else to do home improvement work, March 2014
- DIY plans and retailers used
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- Figure 103: Correlation of DIY planned and shops used, March 2014
The Consumer – Preferred Stores
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- Key points
- Preferred type of store
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- Figure 104: Type of stores preferred for DIY, March 2014
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- Figure 105: Profile by age and property tenure of store preferences, March 2014
- Why? – qualities looked for in a DIY store
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- Figure 106: Reasons for DIY store preference – shoppers at specialists, March 2014
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- Figure 107: Reasons for DIY store preference – shoppers at non-specialists, March 2014
The Consumer – Attitudes Towards Doing DIY
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- Key points
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- Figure 108: Attitudes towards DIY, March 2014
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- Figure 109: Proportions of renters and owners who have bought DIY goods, March 2014
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- Figure 110: Attitudes to DIY by outlets DIY goods bought from, March 2014
Clas Ohlson
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- What we think
- Company background
- Company performance
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- Figure 111: Clas Ohlson: Group financial performance, 2008/09-2012/13
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- Figure 112: Clas Ohlson: Outlet data, 2008/09-2012/13
- Retail offering
Homebase
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- What we think
- Company background
- Company performance
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- Figure 113: Home Retail Group: Group financial performance, 2008/09-2013/14
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- Figure 114: Home Retail Group: Outlet data, 2008/09-2012/13
Kingfisher Group
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- What we think
- Company background
- Company performance
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- Figure 116: Kingfisher Group: Breakdown of sales, number of stores and total sales area, by country, 2013/14
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- Figure 117: Kingfisher Group: Group financial performance, 2009/10-2013/14
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- Figure 118: Kingfisher Group: Outlet data, 2009/10-2013/14
- Retail offering
- Sales mix
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- Figure 119: B&Q (UK) and Castorama (France): Sales breakdown, by category, 2013/14
- Trade revenues
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- Figure 120: Kingfisher UK and France, trade’s proportion of retail sales, 2012/13
- Own brand
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- Figure 121: B&Q (UK) and Castorama (France): Own-brands’ proportion of sales, 2013/14 (est)
Wickes/Travis Perkins Retail
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- What we think
- Company background
- Company performance
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- Figure 122: Travis Perkins Retail: Group financial performance, 2008/09-2012/13
- Figure 123: Travis Perkins Retail: Outlet data, 2008/09-2012/13
- Retail offering
Appendix – Brand Research
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- Figure 124: Brand usage, February 2014
- Figure 125: Brand commitment, February 2014
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- Figure 126: Brand commitment, February 2014
- Figure 127: Brand diversity, February 2014
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- Figure 128: Brand satisfaction, February 2014
- Figure 129: Brand recommendation, February 2014
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- Figure 130: Brand attitude, February 2014
- Figure 131: Brand image – macro image, February 2014
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- Figure 132: Brand image – micro image, February 2014
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Appendix – The Consumer – Where They Bought
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- Figure 133: DIY retailers used in the past 12 months, March 2014
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- Figure 134: Most popular DIY retailers used in the past 12 months – Any, by demographics, March 2014
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- Figure 135: Next most popular DIY retailers used in the past 12 months – Any, by demographics, March 2014
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- Figure 136: Other DIY retailers used in the past 12 months – Any, by demographics, March 2014
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- Figure 137: Most popular DIY retailers used in the past 12 months – In-store, by demographics, March 2014
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- Figure 138: Next most popular DIY retailers used in the past 12 months – In-store, by demographics, March 2014
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- Figure 139: Other DIY retailers used in the past 12 months – In-store, by demographics, March 2014
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- Figure 140: Most popular DIY retailers used in the past 12 months – Online, by demographics, March 2014
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- Figure 141: Next most popular DIY retailers used in the past 12 months – Online, by demographics, March 2014
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- Figure 142: Other DIY retailers used in the past 12 months – Online, by demographics, March 2014
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Appendix – The Consumer – Products Bought
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- Figure 143: DIY/home improvement products bought in past 12 months, by most popular DIY retailers used in the past 12 months – Any, March 2014
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- Figure 144: DIY/home improvement products bought in past 12 months, by next most popular DIY retailers used in the past 12 months – Any, March 2014
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- Figure 145: DIY/home improvement products bought in past 12 months, by other DIY retailers used in the past 12 months – Any, March 2014
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- Figure 146: Most popular DIY/home improvement products bought in past 12 months, by demographics, March 2014
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- Figure 147: Next most popular DIY/home improvement products bought in past 12 months, by demographics, March 2014
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- Figure 148: Other DIY/home improvement products bought in past 12 months, by demographics, March 2014
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Appendix – The Consumer – DIY Plans
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- Figure 149: Most popular plans for the year ahead – Any, by demographics, March 2014
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- Figure 150: Next most popular plans for the year ahead – Any, by demographics, March 2014
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- Figure 151: Most popular plans for the year ahead – Expect to do it myself, by demographics, March 2014
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- Figure 152: Next most popular plans for the year ahead – Expect to do it myself, by demographics, March 2014
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- Figure 153: Most popular plans for the year ahead – Expect to pay someone to do it, by demographics, March 2014
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- Figure 154: Next most popular plans for the year ahead – Expect to pay someone to do it, by demographics, March 2014
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- Figure 155: Plans for the year ahead, by most popular DIY retailers used in the past 12 months – Any, March 2014
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- Figure 156: Plans for the year ahead, by next most popular DIY retailers used in the past 12 months – Any, March 2014
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- Figure 157: Plans for the year ahead, by other DIY retailers used in the past 12 months – Any, March 2014
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Appendix – The Consumer – Preferred Stores
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- Figure 158: Type of stores preferred for DIY, by demographics, March 2014
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- Figure 159: Reasons for DIY store preference, by demographics, March 2014
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- Figure 160: Reasons for DIY store preference, by most popular DIY retailers used in the past 12 months – Any, March 2014
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- Figure 161: Reasons for DIY store preference, by next most popular DIY retailers used in the past 12 months – Any, March 2014
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- Figure 162: Reasons for DIY store preference, by other DIY retailers used in the past 12 months – Any, March 2014
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- Figure 163: Reasons for DIY store preference, by most popular DIY retailers used in the past 12 months – In-store, March 2014
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- Figure 164: Reasons for DIY store preference, by next most popular DIY retailers used in the past 12 months – In-store, March 2014
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- Figure 165: Reasons for DIY store preference, by other DIY retailers used in the past 12 months – In-store, March 2014
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- Figure 166: Reasons for DIY store preference, by most popular DIY retailers used in the past 12 months – Online, March 2014
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- Figure 167: Reasons for DIY store preference, by next most popular DIY retailers used in the past 12 months – Online, March 2014
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Appendix – The Consumer – Attitudes Towards Doing DIY
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- Figure 168: Most popular attitudes to DIY, by demographics, March 2014
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- Figure 169: Next most popular attitudes to DIY, by demographics, March 2014
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- Figure 170: Attitudes towards DIY, by most popular DIY retailers used in the past 12 months – Any, March 2014
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- Figure 171: Attitudes to DIY, by next most popular DIY retailers used in the past 12 months – Any, March 2014
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- Figure 172: Attitudes to DIY, by other DIY retailers used in the past 12 months – Any, March 2014
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- Figure 173: Attitudes to DIY, by most popular DIY/home improvement products bought in past 12 months, March 2014
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- Figure 174: Attitudes to DIY, by next most popular DIY/home improvement products bought in past 12 months, March 2014
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- Figure 175: Attitudes to DIY, by other DIY/home improvement products bought in past 12 months, March 2014
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- Figure 176: Attitudes to DIY, by type of stores preferred for DIY, March 2014
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