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DIY Retailing - France - May 2015

The DIY sector in France has been tough over the last few years; weak consumer spending, falling prices and a sluggish housing market have made it hard for retailers to grow sales. The French economy shows few signs of any significant upswing and we expect conditions to remain difficult for some time to come. Most growth in the market is coming from the big box stores and from e-commerce. However, there are only very few opportunities to open more large-scale stores and e-commerce remains underdeveloped, despite there being many online retailers to choose from.

This report provides data on spending on DIY goods, DIY specialists' sales, leading specialists' sales performance and online activity. In our consumer research for this report we asked which retailers consumers had bought DIY goods from in the last year, both online and in-store, and we asked which factors determined their choice of DIY retailer. We also asked what DIY our respondents had carried out over the previous year and what DIY plans they had for the coming year.

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Table of contents

  1. Introduction

    • A retail creation
      • Consumer questions
        • Report scope and technical notes
          • Defining DIY
            • Definitions – Mintel’s market size
                • Figure 1: Categories included in Mintel’s market estimate, 2015
              • Retail sector
                • Financial definitions
                  • VAT
                    • Figure 2: European VAT rates. 2010-2014
                  • Abbreviations
                    • Country codes
                    • Executive Summary

                      • Spending and inflation
                        • Figure 3: France: Mintel estimate of DIY market size, 2010-15 (f)
                        • Figure 4: France: Consumer price inflation on DIY related categories, annual % change, 2010-Mar 2015
                        • Figure 5: France: Spending on DIY as % of all consumer spending, 2009-14
                      • Sector size and forecast
                        • The leading specialists
                          • Figure 6: France: Leading specialists’ share of all DIY retailers’ sales 2014
                        • Online
                          • Figure 7: France: The consumer: Type of retailer used for online DIY purchases in the past 12 months, February 2014
                        • The consumer – Where they shop
                            • Figure 8: France: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2015
                          • The consumer – Shopping habits and attitudes
                            • Figure 9: France: The consumer: Market drivers, March 2015
                          • What we think
                          • Issues and Insights

                            • What is the future for online in DIY retail?
                              • The facts
                                • The implications
                                  • Is consolidation on the cards?
                                    • The facts
                                      • The implications
                                      • Consumer Spending and Inflation

                                        • Key points
                                          • Mintel DIY market size
                                              • Figure 10: France: DIY products – the Mintel market size (incl. VAT), 2009-15
                                              • Figure 11: France: DIY products market size breakdown, 2014
                                            • DIY-related spending categories
                                                • Figure 12: France: Consumer spending on DIY-related categories (incl. VAT), 2009-14
                                              • Inflation
                                                  • Figure 13: France: Harmonised indices of consumer prices for DIY-related categories – Annual % change, 2010-14
                                                  • Figure 14: France: Harmonised indices of consumer prices for DIY categories – Annual % change, DIY categories, Jan 2014-Mar 2015
                                                  • Figure 15: France: Harmonised indices of consumer prices for DIY categories – Annual % change, DIY categories, Jan 2014-Mar 2015
                                                • Economy and Consumer Confidence
                                                    • Figure 16: France: Consumer and retailer confidence levels, January 2014-April 2015
                                                • Specialists Sales and Forecasts

                                                  • Key points
                                                      • Figure 17: France: DIY retailers’ sales (excl. VAT), 2010-15
                                                      • Figure 18: France: DIY retail sales forecasts (excl. VAT), 2015-19
                                                  • Leading Specialists – Financials and Outlets

                                                    • Key points
                                                      • A concentrated sector
                                                        • Groupe Adeo to retain top spot as Castorama/Mr Bricolage deal flounders
                                                          • Change ahead for Kingfisher
                                                            • Adeo/Leroy Merlin has many strengths
                                                              • Innovations
                                                                  • Figure 19: France: Leading DIY specialists: Sales, 2011-14
                                                                  • Figure 20: France: Leading DIY specialists: Outlet numbers, 2011-14
                                                                  • Figure 21: France: Leading DIY specialists: Sales per store, 2012-14
                                                              • Market Shares

                                                                  • Figure 22: France: Leading DIY specialists: share of all DIY retailers’ sales, 2011-14
                                                              • Online

                                                                • Key points
                                                                  • 24% of consumers shop online
                                                                    • Figure 23: France: The consumer: type of retailer used for online DIY purchases in the past 12 months, February 2014
                                                                  • The online shopper
                                                                    • Figure 24: France: Online purchasing, 2009-14
                                                                  • Online provision
                                                                    • Figure 25: France: Major Online retailers of DIY and DIY related categories, 2015
                                                                  • Online visitor numbers
                                                                    • Figure 26: France: Visitor data for major DIY retail websites, September 2014
                                                                • The Consumer – Where They Shop

                                                                  • Key points
                                                                    • What we asked
                                                                      • Leroy Merlin: a convincing lead
                                                                          • Figure 27: France: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2015
                                                                        • Online and offline
                                                                          • Figure 28: France: The consumer: Retailers used for DIY purchases in the past 12 months, by in-store or online, March 2015
                                                                        • Trend data: 2013-2015
                                                                            • Figure 29: France: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2013, February 2014 and March 2015
                                                                          • More men than women
                                                                              • Figure 30: France: The consumer: Where bought in the past 12 months, in-store or online, by gender, March 2015
                                                                            • Target market the older shopper
                                                                              • Figure 31: France: The consumer: Bought from a specialist in the past 12 months, in-store or online, by age group, March 2015
                                                                          • The Consumer – Shopping Habits and Attitudes towards DIY

                                                                            • Key points
                                                                              • What we asked
                                                                                • Level of home maintenance/improvement in the last year
                                                                                    • Figure 32: France: The consumer: Shopping habits in the past year, March 2015
                                                                                  • 35-44s target audience
                                                                                    • Figure 33: France: The consumer: Those undertaking light home improvement tasks, by age, March 2015
                                                                                    • Figure 34: France: The consumer: Those undertaking light home improvement tasks by where they shop, March 2015
                                                                                  • DIY/home improvement plans over the next 12 months
                                                                                    • More people plan to do DIY themselves than hire tradesmen
                                                                                      • Figure 35: France: The consumer: DIY/Home improvement plans in the next 12 months, March 2015
                                                                                    • More men than woman plan to undertake home improvements
                                                                                      • Figure 36: France: The consumer: Those planning to buy and do the job themselves in the next 12 months, by gender and age, March 2015
                                                                                    • Areas of spending in the next 12 months
                                                                                        • Figure 37: France: The consumer: Areas of spending in the next 12 months, March 2015
                                                                                      • Investing in the home
                                                                                          • Figure 38: France: The consumer: Areas of spending in the next 12 months, by age group, March 2015
                                                                                        • Market drivers
                                                                                          • Price is the most important driver
                                                                                              • Figure 39: France: The consumer: Market drivers, March 2015
                                                                                            • Drivers vary by where people shop
                                                                                                • Figure 40: France: Most important market drivers, by where they shop, March 2015
                                                                                            • Groupe Adeo

                                                                                                • What we think
                                                                                                  • Is France saturated ?
                                                                                                    • Looking for growth internationally
                                                                                                      • Commitment to e-commerce and innovative services
                                                                                                        • Company background
                                                                                                          • Company performance
                                                                                                            • Figure 41: Groupe Adeo: Group sales performance, 2010-14
                                                                                                            • Figure 42: Groupe Adeo: Estimated European sales by country, excl. VAT, 2013-14
                                                                                                            • Figure 43: Groupe Adeo: Retail formats, 2015
                                                                                                            • Figure 44: Groupe Adeo: Outlet data, 2010-14
                                                                                                          • Retail offering
                                                                                                            • Leroy Merlin
                                                                                                              • Other fascia
                                                                                                              • Bricomarché

                                                                                                                  • What we think
                                                                                                                    • Reducing store numbers in France
                                                                                                                      • Standout results in Poland
                                                                                                                        • Some positive signs for Portugal
                                                                                                                          • Company background
                                                                                                                            • Company performance
                                                                                                                              • Figure 45: Bricomarché: Group estimated sales performance, 2011-14
                                                                                                                              • Figure 46: Bricomarché: Outlet data, 2011-14
                                                                                                                            • Retail offering
                                                                                                                            • Kingfisher Group

                                                                                                                                • What we think
                                                                                                                                  • One Kingfisher
                                                                                                                                    • Risky
                                                                                                                                      • Online
                                                                                                                                        • Caution
                                                                                                                                          • Outlook for DIY
                                                                                                                                            • Where next
                                                                                                                                              • Company background
                                                                                                                                                • Company performance
                                                                                                                                                  • Figure 47: Kingfisher, like-for-like sales growth by country, 2014/15
                                                                                                                                                  • Figure 48: Kingfisher Group: Group financial performance, 2010/11-2014/15
                                                                                                                                                  • Figure 49: Kingfisher Group: Outlet data, 2010/11-2014/15
                                                                                                                                                • Retail offering
                                                                                                                                                  • Figure 50: B&Q (UK) and Castorama (France): sales breakdown, by category, 2014/15
                                                                                                                                              • Mr Bricolage

                                                                                                                                                  • What we think
                                                                                                                                                    • Kingfisher deal falls through
                                                                                                                                                      • So what now?
                                                                                                                                                        • Online remains challenging
                                                                                                                                                          • Company background
                                                                                                                                                            • Company performance
                                                                                                                                                                • Figure 51: Mr. Bricolage Group: Group retail sales performance, 2010-14
                                                                                                                                                                • Figure 52: Mr. Bricolage Group: Outlet data, 2010-14
                                                                                                                                                                • Figure 53: Mr Bricolage and Briconautes: Store numbers by country, 2010-14
                                                                                                                                                              • Retail offering
                                                                                                                                                                • Figure 54: Mr. Bricolage Stores, sales mix, 2014

                                                                                                                                                            Companies Covered

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

                                                                                                                                                            DIY Retailing - France - May 2015

                                                                                                                                                            £995.00 (Excl.Tax)