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DIY and Gardening Retailing - Ireland - April 2015

“DIY and garden retail was more likely to comprise of products from the softer ends of the categories in 2014, with a focus on décor and plant/flowers perhaps indicating that consumers’ understanding of DIY has increasingly transitioned towards creating a look rather than carrying out extensive home improvement works”

–    David Falls, Research Analyst

This report covers the following areas:

  • What are the main types of DIY/garden purchases that consumers are making?
  • Who are DIY/garden retail consumers?
  • Who are the key retailers operating in the NI and RoI DIY and gardening market?
  • What opportunities are there for DIY/gardening retailers to appeal to Irish consumers?
  • Looking ahead, what social and economic factors will impact upon DIY and garden retailing in Ireland?

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Table of contents

  1. Introduction

      • Key themes in the report
        • Definitions
          • Data sources
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: Estimated household consumption expenditure on DIY and gardening products, by category, IoI, 2015
                • Forecast
                  • Figure 2: Indexed estimated households’ consumption expenditure on DIY and gardening retail, NI and RoI, 2010-20
                • Market factors
                  • Recovery in the housing market to boost DIY and gardening retail
                    • Consumer confidence/sentiment following an upward trend
                      • Falling rates of inflation increasing consumers’ spending power
                        • Ireland’s ageing population presenting opportunities and challenges to DIY and gardening retailers
                          • Changing Irish households to impact upon items purchased
                            • Innovations
                              • The consumer
                                • Irish consumers more likely to have purchased DIY products from the softer end of the category
                                  • Figure 3: Types of DIY/home improvement products personally bought by consumers in the last 12 months, NI and RoI, December 2014
                                • Green stocks and growing media the most popular garden purchases
                                  • Figure 4: Types of garden/gardening products personally bought by consumers in the last 12 months, NI and RoI, December 2014
                                • Specialists dominate DIY and garden retailing in Ireland
                                  • Figure 5: Types of retailers that consumers have bought DIY/gardening products from in the last 12 months (online or in-store), NI and RoI, December 2014
                                • Loyalty schemes and staff expertise more likely to increase frequency with which consumers visit retailers
                                  • Figure 6: Factors that would encourage consumers to visit garden centres/ DIY stores more often, NI and RoI, December 2014
                                • What we think
                                • Issues and Insights

                                    • What are the main types of DIY/garden purchases that consumers are making?
                                      • The facts
                                        • The implications
                                          • Who are DIY/garden retail consumers?
                                            • The facts
                                              • The implications
                                                • Who are the key retailers operating in the NI and RoI DIY and gardening market?
                                                  • The facts
                                                    • The implications
                                                      • What opportunities are there for DIY/gardening retailers to appeal to Irish consumers?
                                                        • The facts
                                                          • The implications
                                                            • Looking ahead, what social and economic factors will impact upon DIY and garden retailing in Ireland?
                                                              • The facts
                                                                • The implications
                                                                • Market Overview

                                                                  • Key points
                                                                    • Increasing property transactions to boost DIY and gardening retailing
                                                                      • Figure 7: Annual residential property transactions, NI, 2006-14
                                                                      • Figure 8: Annual residential property transactions, RoI, 2010-14
                                                                    • Consumer confidence/sentiment follows an upward trend
                                                                      • Figure 9: Consumer confidence index, NI, December 2011-March 2015
                                                                      • Figure 10: Consumer sentiment index, RoI, March 2012-March 2015
                                                                    • Personal finances continue to be squeezed
                                                                      • Figure 11: How consumers rate their current financial situation, NI and RoI, December 2014 and March 2015
                                                                    • Deflation across many DIY and gardening categories
                                                                      • Figure 12: Consumer price index and DIY and gardening sub-indices annual percentage change, UK (including NI), March 2014-March 2015
                                                                      • Figure 13: Consumer price index and DIY and gardening sub-indices annual percentage change, RoI, March 2014- March 2015
                                                                    • Ageing population presents opportunities and challenges
                                                                      • Figure 14: Population, by age group, NI, 2011 and 2026
                                                                      • Figure 15: Population, by age group, RoI, 2011 and 2026
                                                                    • DIY suffering from a generational skills gap
                                                                      • Changing Irish households likely to impact purchases
                                                                        • Figure 16: Household size projections (2008 based), NI, 2009-33
                                                                        • Figure 17: Household sizes, RoI, 1991-2011
                                                                      • Growing role of discounters and non-specialists
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Year-on-year growth since 2012 for the Irish DIY and garden retail market
                                                                            • Figure 18: Estimated households’ consumption expenditure on DIY and gardening retail, NI, RoI and IoI, 2010-20
                                                                          • Households’ consumption expenditure by category
                                                                            • Figure 19: Households’ consumption expenditure on DIY and gardening retail in detail, NI, 2010-15
                                                                            • Figure 20: Households’ consumption expenditure on DIY and gardening retail in detail, RoI, 2010-15
                                                                          • Growth expected to continue
                                                                            • Figure 21: Indexed estimated households’ consumption expenditure on DIY and gardening retail, NI and RoI, 2010-20
                                                                        • Strengths and Weaknesses

                                                                          • Strengths
                                                                            • Weaknesses
                                                                            • Companies and Innovations

                                                                              • Key points
                                                                                • B&Q’s new online service, B&Q Spaces, makes planning a new kitchen that bit easier
                                                                                  • IKEA launches embedded wireless charging range
                                                                                    • The US DIY retailer Lowe’s trials in-store robots 
                                                                                      • Dulux offers a new visualiser app allowing customers to view paint on their walls
                                                                                        • Company profiles
                                                                                          • Specialists
                                                                                            • Country Life Garden Centres
                                                                                              • Home Retail Group (Homebase, Argos)
                                                                                                • IKEA
                                                                                                  • Kingfisher Group (B&Q and Screwfix)
                                                                                                    • Woodie’s
                                                                                                      • Non-specialists
                                                                                                        • B&M
                                                                                                          • Dunnes
                                                                                                            • Poundland/Dealz
                                                                                                              • Tesco
                                                                                                              • The Consumer – Types of DIY Products Purchased

                                                                                                                • Key points
                                                                                                                  • Irish consumers more likely to have bought softer DIY products
                                                                                                                    • Figure 22: Types of DIY/home improvement products personally bought by consumers in the last 12 months, NI and RoI, December 2014
                                                                                                                  • Younger consumers in NI more likely to have purchased a fitted kitchen/bathroom/bedroom
                                                                                                                    • Figure 23: Consumers who personally bought a fitted kitchen/bathroom/bedroom in the last 12 months, by age, NI, December 2014
                                                                                                                  • Likelihood of purchasing paint/wallpaper increases with age
                                                                                                                    • Figure 24: Consumers who personally purchased paint/wallpaper in the last 12 months, by age, NI and RoI, December 2014
                                                                                                                  • Flat-pack/self-assembly furniture more likely to be purchased by consumers with children in the home
                                                                                                                    • Figure 25: Consumers who purchased flat-pack/self-assembly furniture in the last 12 months, by age of children in household, NI and RoI, December 2014
                                                                                                                • The Consumer – Types of Gardening Products Purchased

                                                                                                                  • Key points
                                                                                                                    • Garden consumables the most popular purchases
                                                                                                                      • Figure 26: Types of garden/gardening products personally bought by consumers in the last 12 months, NI and RoI, December 2014
                                                                                                                    • Likelihood of purchasing growing stock and media increases with age
                                                                                                                      • Figure 27: Consumers who personally purchased growing stock and media over the last 12 months, by age, NI and RoI, December 2014
                                                                                                                    • Irish men more likely to purchase gardening tools
                                                                                                                      • Figure 28: Consumers who purchased manual garden tools (eg hosepipes, rake) in the last 12 months, by gender, NI and RoI, December 2014
                                                                                                                    • Outdoor living products more likely to be purchased by RoI consumers with older children in the household
                                                                                                                      • Figure 29: Consumers who purchased garden furniture and barbecues in the last 12 months, by age of children in household, RoI, December 2014
                                                                                                                  • The Consumer – Usage of DIY/Gardening Retailers

                                                                                                                    • Key points
                                                                                                                      • Specialists lead DIY and gardening retailing
                                                                                                                        • Figure 30: Types of retailers that consumers have bought DIY/gardening products from in the last 12 months (online or in-store), NI and RoI, December 2014
                                                                                                                      • Irish men a key market for B&Q
                                                                                                                        • Figure 31: Consumers who purchased gardening products from B&Q in the last 12 months (online or in-store), by gender, NI and RoI, December 2014
                                                                                                                      • Argos the leading non-specialist DIY retailer
                                                                                                                        • Figure 32: Consumers who bought DIY products from Argos in the last 12 months (online or in-store), by gender and age, NI and RoI, December 2014
                                                                                                                      • Consumers approximately as likely to buy from supermarkets as garden centres
                                                                                                                        • Figure 33: Consumers who bought garden products from other garden centre or nursery (ie mainly sells plants) in the last 12 months (online or in-store), by age, NI and RoI, December 2014
                                                                                                                        • Figure 34: Consumers who bought garden products from supermarkets (eg Tesco) in the last 12 months (online or in-store), by age, NI and RoI, December 2014
                                                                                                                      • Consumers with no children in the home more likely not to have purchased DIY/gardening products
                                                                                                                        • Figure 35: Consumers who have not bought DIY or garden products in the last 12 months, by age of children in household, NI and RoI, December 2014
                                                                                                                    • The Consumer – Factors to Increase Visits to DIY/Garden Retailers

                                                                                                                      • Key points
                                                                                                                        • Loyalty schemes and expertise are key attractions for Irish consumers
                                                                                                                          • Figure 36: Factors that would encourage consumers to visit garden centres/ DIY stores more often, NI and RoI, December 2014
                                                                                                                        • Four in 10 RoI women would be attracted by loyalty schemes
                                                                                                                          • Figure 37: Consumers who would be encouraged to visit garden centres/DIY stores more often in response to a loyalty scheme for purchases of garden/DIY products, by gender and social class, NI and RoI, December 2014
                                                                                                                        • Mature consumers more likely to be attracted by staff who could demonstrate the use of tools
                                                                                                                          • Figure 38: Consumers who agreed that staff who can demonstrate the use of tools would encourage them to visit garden centres/DIY stores more often, by age, NI and RoI, December 2014
                                                                                                                        • Garden/home displays more likely to inspire women to visit retailers more often
                                                                                                                          • Figure 39: Consumers who would be encouraged to visit garden centres/DIY stores more by inspiring garden/home displays (eg planting schemes, fitted kitchens), by gender, NI and RoI, December 2014
                                                                                                                          • Figure 40: Consumers who would be encouraged to visit garden centres/DIY stores more by inspiring garden/home displays (eg planting schemes, fitted kitchens), by age, NI and RoI, December 2014
                                                                                                                      • Appendix

                                                                                                                        • NI Toluna tables
                                                                                                                          • Figure 41: Types of retailers that consumers have bought gardening products from in the last 12 months (online or in-store), by demographics, NI, December 2014
                                                                                                                          • Figure 42: Types of retailers that consumers have bought gardening products from in the last 12 months (online or in-store), by demographics, NI, December 2014 (continued)
                                                                                                                          • Figure 43: Types of retailers that consumers have bought gardening products from in the last 12 months (online or in-store), by demographics, NI, December 2014 (continued)
                                                                                                                          • Figure 44: Types of retailers that consumers have bought DIY products from in the last 12 months (online or in-store), by demographics, NI, December 2014
                                                                                                                          • Figure 45: Types of retailers that consumers have bought DIY products from in the last 12 months (online or in-store), by demographics, NI, December 2014 (continued)
                                                                                                                          • Figure 46: Types of retailers that consumers have bought DIY products from in the last 12 months (online or in-store), by demographics, NI, December 2014 (continued)
                                                                                                                          • Figure 47: Types of DIY/ home improvement products personally bought by consumers in the last 12 months, by demographics, NI, December 2014
                                                                                                                          • Figure 48: Types of DIY/ home improvement products personally bought by consumers in the last 12 months, by demographics, NI, December 2014 (continued)
                                                                                                                          • Figure 49: Types of DIY/ home improvement products personally bought by consumers in the last 12 months, by demographics, NI, December 2014 (continued)
                                                                                                                          • Figure 50: Types of garden/ gardening products personally bought by consumers in the last 12 months, by demographics, NI, December 2014
                                                                                                                          • Figure 51: Types of garden/ gardening products personally bought by consumers in the last 12 months, by demographics, NI, December 2014 (continued)
                                                                                                                          • Figure 52: Factors that would encourage consumers to visit garden centres/ DIY stores more often, by demographics, NI, December 2014
                                                                                                                          • Figure 53: Factors that would encourage consumers to visit garden centres/ DIY stores more often, by demographics, NI, December 2014 (continued)
                                                                                                                          • Figure 54: Factors that would encourage consumers to visit garden centres/ DIY stores more often, by demographics, NI, December 2014 (continued)
                                                                                                                        • RoI Toluna tables
                                                                                                                          • Figure 55: Types of retailers that consumers have bought gardening products from in the last 12 months (online or in-store), by demographics, RoI, December 2014
                                                                                                                          • Figure 56: Types of retailers that consumers have bought gardening products from in the last 12 months (online or in-store), by demographics, RoI, December 2014 (continued)
                                                                                                                          • Figure 57: Types of retailers that consumers have bought gardening products from in the last 12 months (online or in-store), by demographics, RoI, December 2014 (continued)
                                                                                                                          • Figure 58: Types of retailers that consumers have bought DIY products from in the last 12 months (online or in-store), by demographics, RoI, December 2014
                                                                                                                          • Figure 59: Types of retailers that consumers have bought DIY products from in the last 12 months (online or in-store), by demographics, RoI, December 2014 (continued)
                                                                                                                          • Figure 60: Types of retailers that consumers have bought DIY products from in the last 12 months (online or in-store), by demographics, RoI, December 2014 (continued)
                                                                                                                          • Figure 61: Types of DIY/ home improvement products personally bought by consumers in the last 12 months, by demographics, RoI, December 2014
                                                                                                                          • Figure 62: Types of DIY/ home improvement products personally bought by consumers in the last 12 months, by demographics, RoI, December 2014 (continued)
                                                                                                                          • Figure 63: Types of DIY/ home improvement products personally bought by consumers in the last 12 months, by demographics, RoI, December 2014 (continued)
                                                                                                                          • Figure 64: Types of garden/ gardening products personally bought by consumers in the last 12 months, by demographics, RoI, December 2014
                                                                                                                          • Figure 65: Types of garden/ gardening products personally bought by consumers in the last 12 months, by demographics, RoI, December 2014 (continued)
                                                                                                                          • Figure 66: Factors that would encourage consumers to visit garden centres/ DIY stores more often, by demographics, RoI, December 2014
                                                                                                                          • Figure 67: Factors that would encourage consumers to visit garden centres/ DIY stores more often, by demographics, RoI, December 2014 (continued)
                                                                                                                          • Figure 68: Factors that would encourage consumers to visit garden centres/ DIY stores more often, by demographics, RoI, December 2014 (continued)

                                                                                                                      Companies Covered

                                                                                                                      To learn more about the companies covered in this report please contact us.

                                                                                                                      DIY and Gardening Retailing - Ireland - April 2015

                                                                                                                      £1,095.00 (Excl.Tax)