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DIY Retailing - France - May 2016

"The outlook for the DIY market in France is tough. There are few opportunities for organic growth and competition is growing from online and other channels. Despite the failed attempts by Kingfisher and Bricorama to acquire Mr Bricolage, we expect to see consolidation of some kind in the near future. Retailers need to respond to demographic changes, such as an ageing population and millennials entering the prime DIY lifestage. Expanding the softer end of their ranges is one option, as is educating and enabling customers to take on DIY projects”
– Natalie Macmillan, Senior Retail Analyst

This report answers the following questions:

  • Is consolidation inevitable?
  • How can DIY retailers sustain growth in a mature market?

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Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this report
      • Executive Summary

          • The market
            • Spending and inflation
              • Figure 1: France: DIY Products – the Mintel market size (incl.VAT), 2011-16
              • Figure 2: France: Mintel DIY Market size: Breakdown by product, 2015
            • Sector size and forecast
              • Leading players
                • Key metrics
                  • Market shares
                    • Figure 3: France: Leading specialist DIY retailers: Share of all DIY retailers’ sales, 2015
                  • Online
                    • The consumer
                      • Where they shop
                        • Figure 4: France: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2016
                      • What they buy
                        • Figure 5: France: The consumer: DIY products purchased in the past 12 months, March 2016
                      • Factors influencing choice of retailer
                        • Figure 6: France: The consumer: Profile of those that ranked each factor first, March 2016
                      • What we think
                      • Issues and Insights

                        • Is consolidation inevitable?
                          • The facts
                            • The implications
                              • How can DIY retailers sustain growth in a mature market?
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Economy showing signs of an uplift
                                      • DIY spending subdued but gaining some momentum
                                        • DIY market worth €24.4 billion in 2015
                                          • Drivers of growth
                                            • Specialists’ rate of growth increased in 2015
                                              • Threats to the sector
                                              • Spending and Inflation

                                                • Economic recovery taking hold, boosted by consumer spending
                                                  • DIY spending subdued but gaining momentum
                                                    • Mintel DIY market size
                                                      • Figure 7: France: DIY products – Mintel market size (incl. VAT), 2010-16
                                                      • Figure 8: France: Mintel DIY Market size: Breakdown by product, 2015
                                                    • DIY-related spending categories
                                                        • Figure 9: France: Consumer spending on DIY related categories in detail (incl. VAT), 2010-15
                                                      • Inflation
                                                          • Figure 10: France: Consumer prices * of DIY-related categories, Annual % change, 2011-15
                                                          • Figure 11: France: Consumer prices * of DIY related categories, Annual % change, September 2014 –February 2016
                                                        • Owner occupation
                                                          • Figure 12: France: Home ownership (% of population), 2006-14
                                                        • Population changes offer both opportunities and challenges
                                                          • Interest in sustainability opens opportunities
                                                          • Sector Size and Forecast

                                                            • 2015 a better year for overall retail sales
                                                              • Specialists’ rate of growth increased in 2015
                                                                • Threats from other channels
                                                                  • Figure 13: France: DIY retailers’ sales (excl. VAT), 2010-15
                                                                  • Figure 14: France: DIY retailers’ value sales growth, 2011-15
                                                                  • Figure 15: France: DIY retailers’ volume sales growth, 2011-15
                                                                  • Figure 16: France: DIY retailers’ sales, Forecasts, excl VAT, 2016-20
                                                              • Leading Players – What You Need to Know

                                                                • Groupe Adeo and Kingfisher way ahead
                                                                  • Ripe for consolidation
                                                                    • Market shares stable
                                                                      • Online still quite small
                                                                      • Leading Players

                                                                        • Adeo and Kingfisher lead
                                                                          • Big box DIY stores dominate
                                                                            • Consolidation on the cards?
                                                                              • Kingfisher France holding back the group
                                                                                • Adeo/Leroy Merlin has many strengths
                                                                                  • Figure 17: France: Leading specialist DIY retailers: sales, 2011-15
                                                                                  • Figure 18: France: Leading specialist DIY retailers: Outlets, 2011-15
                                                                                  • Figure 19: France: Leading specialist DIY retailers: Sales per outlet, 2012-15
                                                                              • Market Shares

                                                                                • Market stable over the last four years
                                                                                  • But Adeo pulling ahead
                                                                                    • Figure 20: France: Leading specialist DIY retailers: Shares of all DIY retailers sales, 2011-15
                                                                                • Online

                                                                                  • Online activity
                                                                                      • Figure 21: France: Online purchasing, 2010-15
                                                                                    • Market size
                                                                                      • Leading online players
                                                                                        • Specialists
                                                                                          • Figure 22: France: Major online retailers of DIY and DIY-related categories, 2015
                                                                                        • Pureplayers
                                                                                            • Figure 23: France: Major online retailers of DIY and DIY related categories, 2015
                                                                                        • The Consumer – What You Need to Know

                                                                                          • Specialists dominate, led by Leroy Merlin
                                                                                            • Older shoppers prefer to buy in-store, younger online
                                                                                              • Softer DIY purchases most popular
                                                                                                • Bigger projects most prevalent amongst younger age groups
                                                                                                  • Pricing is key
                                                                                                    • But value for money counts too
                                                                                                    • Where they Shop

                                                                                                      • Specialists dominate
                                                                                                        • Leroy Merlin – pulling ahead of rivals
                                                                                                          • Rapid growth in pure players
                                                                                                            • The rest a fragmented market
                                                                                                              • Figure 24: France: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, March 2016
                                                                                                            • Rapid growth in online
                                                                                                                • Figure 25: France: The consumer: Retailers used whether in-store or online in the past 12 months, March 2016
                                                                                                              • Men shopping more than women, but not by a huge margin
                                                                                                                • Figure 26: France: The consumer: Retailers used for DIY purchases in the past 12 months, by in-store or online, March 2016
                                                                                                              • Older shoppers prefer to buy in-store, younger online
                                                                                                                • Figure 27: France: The consumer: Purchased DIY products in the past 12 months, in-store or online, by age group, March 2016
                                                                                                              • Trend data: 2013-15
                                                                                                                • Figure 28: France: The consumer: Retailers used for DIY purchases in the past 12 months, whether in-store or online, February 2014, March 2015 and March 2016
                                                                                                              • Customer profiles
                                                                                                                  • Figure 29: France: Profile of customers of leading DIY retailers, March 2016
                                                                                                              • What they Buy

                                                                                                                • More purchasing at the softer end of the market
                                                                                                                  • Figure 30: France: The consumer: DIY products purchased in the past 12 months, March 2016
                                                                                                                  • Figure 31: France: The consumer: DIY products purchased in the past 12 months, March 2016
                                                                                                                  • Figure 32: France: The consumer: DIY products purchased in the past 12 months, March 2016
                                                                                                                  • Figure 33: France: DIY products: What they buy by where they shop, March 2016
                                                                                                              • Factors Influencing Choice of Retailer

                                                                                                                • Price is the most important factor
                                                                                                                  • Figure 34: France: The consumer: DIY products purchased in the past 12 months, March 2016
                                                                                                                  • Figure 35: France: The consumer: Important factors when deciding where to buy DIY/home improvement goods, March 2016
                                                                                                                  • Figure 36: France: The consumer: Profile of those that ranked each factor first, March 2016
                                                                                                                  • Figure 37: France: Most important factor in deciding where to shop, by where they shop, March 2015
                                                                                                                  • Figure 38: France: Most important factors determining where to shop, by where they shop, March 2015
                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                • Abbreviations
                                                                                                                  • Data sources
                                                                                                                  • Adeo

                                                                                                                      • What we think
                                                                                                                        • A diverse, international business
                                                                                                                          • Digitally on the ball
                                                                                                                            • Expanding softer end
                                                                                                                              • Looking for growth by enabling and educating consumers
                                                                                                                                • Company background
                                                                                                                                  • Company performance
                                                                                                                                    • Figure 39: Adeo: Group sales performance, 2011-15
                                                                                                                                    • Figure 40: Adeo: Retail formats, 2016
                                                                                                                                    • Figure 41: Adeo: Outlet data (main European countries), 2011-15
                                                                                                                                  • Retail offering
                                                                                                                                    • Leroy Merlin
                                                                                                                                      • Other fascia
                                                                                                                                      • Bricomarché/Brico Cash

                                                                                                                                          • What we think
                                                                                                                                            • Warehouse format capitalising on handymen demand for big name brands at discount prices
                                                                                                                                              • Rental scheme enhances affordable credentials
                                                                                                                                                • Bricomarché Poland outperforms total Polish DIY retailers’ sales growth in 2015
                                                                                                                                                  • Company background
                                                                                                                                                    • Company performance
                                                                                                                                                      • Figure 42: Bricomarché/Brico Cash: Estimated sales performance, 2011-15
                                                                                                                                                      • Figure 43: Bricomarché/Brico Cash: Outlet data, 2011-15
                                                                                                                                                    • Retail offering
                                                                                                                                                    • Kingfisher Group

                                                                                                                                                        • What we think
                                                                                                                                                          • Justifying the structure
                                                                                                                                                            • Good chances of success
                                                                                                                                                              • Moving cautiously
                                                                                                                                                                • Where next?
                                                                                                                                                                  • Company background
                                                                                                                                                                    • One Kingfisher – Ranges
                                                                                                                                                                      • One Kingfisher: Stores and online
                                                                                                                                                                        • Systems
                                                                                                                                                                          • Management
                                                                                                                                                                            • History
                                                                                                                                                                              • Company performance
                                                                                                                                                                                  • Figure 44: Kingfisher Group: Group financial performance, 2011/12-2015/16
                                                                                                                                                                                  • Figure 45: Kingfisher Group: Outlet data, 2011/12-2015/16
                                                                                                                                                                                • Retail offering
                                                                                                                                                                                • Mr. Bricolage Group

                                                                                                                                                                                    • What we think
                                                                                                                                                                                      • Performance
                                                                                                                                                                                        • International growth
                                                                                                                                                                                          • Multichannel expansion
                                                                                                                                                                                            • Where next
                                                                                                                                                                                              • Company background
                                                                                                                                                                                                • Company performance
                                                                                                                                                                                                  • Figure 46: Mr. Bricolage Group: Group financial performance, 2010-15
                                                                                                                                                                                                  • Figure 47: Mr. Bricolage Group: Outlet data, 2010-15
                                                                                                                                                                                                • Retail offering

                                                                                                                                                                                                Companies Covered

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

                                                                                                                                                                                                DIY Retailing - France - May 2016

                                                                                                                                                                                                £995.00 (Excl.Tax)