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DIY Retailing - UK - February 2012

“Amid a stagnating DIY market, much of the battle will be to take share from competitors, but there are also opportunities to augment the offer in categories with growth potential, and develop ranges beyond conventional DIY goods. It will be retailers with the ability to invest that are likely to fare better: the potential fortunes of those not able to invest are illustrated by the case of Focus DIY: starved of cash and unable to revitalise its offer, the retailer went to the wall in 2011.”

– Richard Perks, Director of Retail Research

Some questions answered in this report include:

  • Do opportunities remain in a low-growth market?
  • How can retailers win share from competitors?
  • Which categories can drive growth?
  • Can DIY retailers take further spending from other sectors?
  • Surely online is a growth opportunity?

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Table of contents

  1. Introduction

      • What is a DIY store?
        • Financial definitions
          • Abbreviations
          • Executive Summary

              • The DIY sector size
                • Figure 1: DIY retailers’ sales (incl. VAT), 2006-16
              • The DIY market size
                • Figure 2: Spending on DIY goods (incl. VAT), 2007-11
              • Market factors
                • Squeezed consumers
                  • Property market
                    • Consumer spending
                      • Figure 3: Compound annual growth rate in DIY-goods categories, 2007-11
                    • Companies, brands, and innovation
                      • Leading retailers’ performance
                        • Figure 4: Leading DIY retailers’ sales growth, 2009/10-2010/11
                      • Market shares
                        • Figure 5: Leading retailers’ market shares, 2009-10
                      • Innovations
                        • Channels of distribution
                          • Figure 6: Estimated distribution of DIY-goods spending, 2010 and 2011
                          • Figure 7: Estimated distribution of DIY-goods spending excluding pets and goods for household maintenance, 2010 and 2011
                        • Online
                          • Figure 8: Estimated DIY-goods spending online (incl. VAT), 2010 and 2011
                          • Figure 9: Estimated online sales by the DIY retail sector (incl. VAT), 2010 and 2011
                        • The consumer
                          • Where they shop
                            • Figure 10: Where people shopped for DIY in the preceding 12 months, December 2011
                          • What they want from a retailer
                            • Figure 11: Factors considered important when deciding where to buy DIY products, December 2011
                          • Attitudes to DIY online
                            • Figure 12: Attitudes to buying DIY products online, December 2011
                          • What we think
                          • Issues in the Market

                              • Do opportunities remain in a low-growth market?
                                • How can retailers win share from competitors?
                                  • Which categories can drive growth?
                                    • Can DIY retailers take further spending from other sectors?
                                      • Surely online is a growth opportunity?
                                      • Future Opportunities

                                          • Trend: Influentials
                                            • Trend: Green Technology
                                            • Who’s Innovating?

                                              • Finding growth in a stagnant market
                                                  • Figure 13: B&Q’s ‘Let’s Do It Together’ online hub
                                                  • Figure 14: B&Q TradePoint zones
                                                • Exploring alternatives to the big-box store
                                                    • Figure 15: Clas Ohlson store
                                                  • Developing innovations
                                                    • Launching new own brands
                                                    • The Market: Economic and Demographic Background

                                                      • Key points
                                                        • Population forecast
                                                          • Figure 16: UK: Over 65s as % total UK population, 1991-2020
                                                        • The economy
                                                          • Figure 17: UK: Quarterly GDP growth, 1991-2011 (Q3)
                                                          • Figure 18: UK: GfK NOP Consumer confidence index, January 2007-December 2011
                                                          • Figure 19: Percentage change in Retail Prices Index vs Earnings, 2008-11
                                                        • Energy prices
                                                          • Figure 20: Consumer prices inflation, electricity and gas, Jun 2010-Dec 2011
                                                        • Housing market
                                                          • Figure 21: UK: Average house price, 1992-2011 (Q4)
                                                          • Figure 22: UK: House prices measured against the development of transactions, 2006-11 (Q3)
                                                          • Figure 23: UK: First time buyers affordability index, 1985-2011 (Q3)
                                                      • The Market: Consumer Spending on DIY Products

                                                        • Key points
                                                          • The DIY market
                                                              • Figure 24: DIY retailers: Major markets, 2007-11
                                                              • Figure 25: DIY retailers: Major markets at 2011 prices, 2007-11
                                                          • The Market: Sector Size and Forecast

                                                            • Key points
                                                              • Figure 26: DIY retailers sales, 2007-11
                                                              • Figure 27: DIY retailers’ sales as % all retail sales, 1994-2011
                                                              • Figure 28: Sales by DIY specialists relative to spending on key product areas, 2007-11
                                                            • Forecast
                                                                • Figure 29: DIY retailers sales, 2006-16
                                                                • Figure 30: DIY retailers value and volume sales, 2006-16
                                                                • Figure 31: DIY retailers sales as % all retail sales, 2006-16
                                                            • The Retailers: Channels of Distribution

                                                                • Figure 32: Estimated distribution of DIY-goods spending, 2010 and 2011
                                                                • Figure 33: Estimated distribution of DIY-goods spending excluding pets and goods for household maintenance, 2010 and 2011
                                                              • Competing specialists
                                                                • Grocers
                                                                  • Figure 34: J. Sainsbury DIY homepage
                                                                  • Figure 35: Tesco Direct DIY homepage
                                                                • Mixed goods retailers
                                                                  • Builders’ merchants
                                                                  • The Retailers: Leading Retailers

                                                                    • Key points
                                                                      • The big three
                                                                        • Big-ticket growth
                                                                          • Small-store expansion
                                                                            • Non-specialist retailers
                                                                              • Smaller and trade-balanced retailers
                                                                                • Figure 36: DIY retailers: Leading operators, 2010/11
                                                                            • The Retailers: Market Shares

                                                                              • DIY specialists’ market shares
                                                                                • Figure 37: Leading DIY retailers’ share of sector sales, 2009 and 2010
                                                                              • Adjusting for trade sales
                                                                                • Figure 38: Leading DIY retailers: Estimated trade share of sales, 2010/11
                                                                                • Figure 39: Leading retailers: Estimated sales and market shares excluding sales to trade customers, 2010/11
                                                                            • The Retailers: Online

                                                                              • Key points
                                                                                • Prospects for DIY online
                                                                                  • Online DIY market size
                                                                                    • Figure 40: Estimated DIY-goods spending online (incl. VAT), 2010 and 2011
                                                                                    • Figure 41: Estimated online sales by the DIY retail sector (incl. VAT), 2010 and 2011
                                                                                  • Consumers: What they want online
                                                                                    • Figure 42: Consumer attitudes towards buying DIY products, December 2011
                                                                                  • Consumers: Who’s shopping online
                                                                                    • Figure 43: Proportion of adult population buying DIY/garden products online in the preceding three months, Jul 2009-Oct 2011
                                                                                    • Figure 44: Proportion of adult population buying DIY/garden products online in the preceding three months, by socio-economic group, age, gender and lifestage, Oct 2011
                                                                                  • Consumers: Online/offline shopping patterns
                                                                                    • Figure 45: Shopping patterns for DIY/garden products, March 2011
                                                                                  • Leading DIY retail websites
                                                                                    • Figure 46: Leading transactional DIY/ hardware/homewares retail websites, three-month average to November 2011
                                                                                • The Retailers: Retail Advertising and Promotion

                                                                                  • Key points
                                                                                    • Strong growth in ad spend
                                                                                        • Figure 47: Main media advertising spend, by leading DIY retailers, 2008-10
                                                                                      • Spending relative to turnover
                                                                                        • Figure 48: Leading DIY retailers’ advertising spending as % of turnover, 2008-10
                                                                                      • Spending by media
                                                                                        • Figure 49: Leading DIY retailers’ main media advertising distribution, by media, 2010
                                                                                      • Major campaigns
                                                                                      • The Consumer – Brand Research

                                                                                        • Brand map
                                                                                            • Figure 50: Attitudes towards and usage of brands in the DIY retail sector, December 2011
                                                                                          • Correspondence analysis
                                                                                            • Brand attitudes
                                                                                              • Figure 51: Attitudes by DIY retailer brand, December 2011
                                                                                            • Brand personality
                                                                                              • Figure 52: DIY retail brand personality – macro image, December 2011
                                                                                              • Figure 53: DIY retail brand personality – micro image, December 2011
                                                                                            • Brand experience
                                                                                              • Figure 54: DIY retail brand usage, November 2011
                                                                                              • Figure 55: Satisfaction with various DIY retail brands, December 2011
                                                                                              • Figure 56: Consideration of DIY retail brands, December 2011
                                                                                              • Figure 57: Consumer perceptions of current DIY retail brand performance, December 2011
                                                                                              • Figure 58: DIY retail brand recommendation – Net Promoter Score, December 2011
                                                                                            • Brand index
                                                                                              • Figure 59: DIY retail brand index, December 2011
                                                                                              • Figure 60: DIY retail brand index vs. recommendation, December 2011
                                                                                            • Target group analysis
                                                                                                • Figure 61: Target groups, December 2011
                                                                                                • Figure 62: DIY retail brand usage, by target groups, December 2011
                                                                                              • Group One – Conformists
                                                                                                • Group Two – Simply the Best
                                                                                                  • Group Three – Shelf Stalkers
                                                                                                    • Group Four – Habitual Shoppers
                                                                                                      • Group Five – Individualists
                                                                                                      • The Consumer – Who Does DIY and Where Do Consumers Shop?

                                                                                                        • Key points
                                                                                                          • Who does DIY and where do they shop
                                                                                                            • DIY losing popularity
                                                                                                              • Figure 63: Home decorating or other DIY work in the last 12 months, 2006-11
                                                                                                              • Figure 64: Home decorating or other DIY work in the last 12 months, by main demographic group, 2009-11
                                                                                                              • Figure 65: Trends in agreement with DIY and home, GB, 2005-11
                                                                                                              • Figure 66: Profile of attitudes to DIY and the home, 2011
                                                                                                            • Where do people buy DIY?
                                                                                                                • Figure 67: Where people shop for DIY, December 2011
                                                                                                                • Figure 68: Profile of DIY store customers, December 2011
                                                                                                                • Figure 69: Profile of DIY store customers for B&Q, Homebase and Wickes, December 2010-December 2011
                                                                                                              • Outlets used
                                                                                                                  • Figure 70: Repertoire of DIY retailers bought from in last 12 months, December 2011
                                                                                                                  • Figure 71: DIY retailers bought from in last 12 months, by repertoire of DIY retailers bought from in last 12 months, December 2011
                                                                                                              • The Consumer – Factors Behind Choice of DIY Store

                                                                                                                • Key points
                                                                                                                    • Figure 72: DIY important factors when deciding where to buy DIY products, December 2011
                                                                                                                    • Figure 73: Profile of the consumers factors when deciding where to shop for DIY products, December 2011
                                                                                                                    • Figure 74: DIY retailers bought from in last 12 months, by factors when deciding where to shop, December 2011
                                                                                                                • The Consumer – Consumer Attitudes to Buying DIY Online

                                                                                                                  • Key points
                                                                                                                    • Attitudes to buying DIY products online
                                                                                                                        • Figure 75: Attitudes to buying DIY products, December 2011
                                                                                                                      • What consumers want online
                                                                                                                        • Figure 76: Attitudes to DIY online, December 2011
                                                                                                                      • Multichannel services in demand
                                                                                                                          • Figure 77: Attitudes to shopping for DIY products online, December 2011
                                                                                                                        • Other online potential
                                                                                                                          • Figure 78: Attitudes to shopping for DIY products online, December 2011
                                                                                                                      • Clas Ohlson

                                                                                                                          • Figure 79: Clas Ohlson: Sales as share of DIY retailers’ sales in Europe, 2006-10
                                                                                                                        • Strategic evaluation
                                                                                                                          • Figure 80: Clas Ohlson: Sales growth in major markets, 2006/07-2010/11
                                                                                                                          • Figure 81: Clas Ohlson: Operating margin development, 2005/06-2010/11
                                                                                                                        • Background
                                                                                                                          • Company performance
                                                                                                                            • Figure 82: Clas Ohlson: Sales performance, 2006/07-2011/12
                                                                                                                            • Figure 83: Clas Ohlson: Outlet data, 2006-11
                                                                                                                          • Store formats
                                                                                                                            • Retail offering
                                                                                                                              • e-commerce and home shopping
                                                                                                                              • Homebase

                                                                                                                                  • Figure 84: Homebase Ltd: Sales as share of DIY retailers’ sales in UK, 2006-10
                                                                                                                                • Strategic evaluation
                                                                                                                                  • Background
                                                                                                                                    • Company performance
                                                                                                                                      • Figure 85: Homebase Ltd: Group financial performance, 2006/07-2010/11
                                                                                                                                      • Figure 86: Homebase Ltd: Outlet data, 2006/07-2010/11
                                                                                                                                    • Sales mix
                                                                                                                                      • Figure 87: Homebase Ltd: Breakdown of sales, by category, 2010/11
                                                                                                                                      • Figure 88: Homebase Ltd: Breakdown of sales, by category, 2007/08-2009/10
                                                                                                                                    • Consumer profile
                                                                                                                                      • Figure 89: Homebase shoppers in last 12 months, by gender, age and socio-economic group, December 2011
                                                                                                                                      • Figure 90: Homebase shoppers in last 12 months, by region, December 2011
                                                                                                                                      • Figure 91: Homebase shoppers in last 12 months, by ACORN group, December 2011
                                                                                                                                    • Retail offering
                                                                                                                                      • e-commerce and social media
                                                                                                                                        • Figure 92: Homebase: Online customer profile, three-month average to November 2011
                                                                                                                                    • Kingfisher Group (UK)

                                                                                                                                        • Figure 93: Kingfisher Group: Sales as share of DIY retailers’ sales in UK, 2006-10
                                                                                                                                      • Strategic evaluation
                                                                                                                                        • Background
                                                                                                                                          • Company performance
                                                                                                                                            • Figure 94: Kingfisher Group: European revenues, by country/operation, 2010/11
                                                                                                                                            • Figure 95: Kingfisher Group: Group financial performance, 2006/07-2010/11
                                                                                                                                            • Figure 96: Kingfisher Group: European stores, by country/operation, 2010/11
                                                                                                                                            • Figure 97: Kingfisher Group: Outlet data, 2007-11
                                                                                                                                          • Consumer profile
                                                                                                                                            • Figure 98: B&Q shoppers in last 12 months, by gender, age and socio-economic group, December 2011
                                                                                                                                            • Figure 99: B&Q shoppers in last 12 months, by region, December 2011
                                                                                                                                            • Figure 100: B&Q shoppers in last 12 months, by ACORN group, December 2011
                                                                                                                                          • Retail offering
                                                                                                                                              • Figure 101: B&Q: Sales breakdown, by category, 2010/11
                                                                                                                                              • Figure 102: Kingfisher UK, trade’s proportion of retail sales, 2010/11
                                                                                                                                            • e-commerce and social media
                                                                                                                                              • Figure 103: B&Q (UK): Profile of visitors to DIY.com, three-month average to November 2011
                                                                                                                                          • Wickes/Travis Perkins Retail

                                                                                                                                              • Figure 104: Travis Perkins Retail: Sales as share of DIY retailers’ sales in UK, 2006-10
                                                                                                                                            • Strategic evaluation
                                                                                                                                              • Background
                                                                                                                                                • Company performance
                                                                                                                                                  • Figure 105: Travis Perkins Retail: Group financial performance, 2006-10
                                                                                                                                                  • Figure 106: Travis Perkins Retail: Outlet data, 2006-10
                                                                                                                                                  • Figure 107: ToolStation UK: Group financial performance, 2006-10
                                                                                                                                                  • Figure 108: ToolStation UK: Outlet data, 2006-10
                                                                                                                                                • Consumer profile
                                                                                                                                                  • Figure 109: Wickes shoppers in last 12 months, by gender, age and socio-economic group, December 2011
                                                                                                                                                  • Figure 110: Wickes shoppers in last 12 months, by region, December 2011
                                                                                                                                                  • Figure 111: Wickes shoppers in last 12 months, by ACORN group, December 2011
                                                                                                                                                • Retail offering
                                                                                                                                                  • e-commerce and home shopping
                                                                                                                                                    • Figure 112: Wickes: Profile of online shoppers, three-month average to November 2011
                                                                                                                                                • Appendix – Broader Market Environment

                                                                                                                                                  • Population
                                                                                                                                                    • Figure 113: Europe: Population, by age group, 2005
                                                                                                                                                    • Figure 114: Europe: Population, by age group, 2010
                                                                                                                                                    • Figure 115: Europe: Population, by age group, 2015
                                                                                                                                                    • Figure 116: Europe: Population, by age group, 2020
                                                                                                                                                  • GDP
                                                                                                                                                    • Figure 117: Europe: GDP (current prices), 2010
                                                                                                                                                    • Figure 118: Europe: GDP growth rates (current prices), 2001-Q3 2011
                                                                                                                                                    • Figure 119: Europe: GDP growth rates (constant prices), 2001-Q3 2011
                                                                                                                                                  • Consumer spending
                                                                                                                                                    • Figure 120: Europe: Households’ consumer spending (current prices), 2010
                                                                                                                                                    • Figure 121: Europe: Households’ consumer spending growth rates (current prices), 2001-Q3 2011
                                                                                                                                                    • Figure 122: Europe: Households’ consumer spending growth rates (constant prices), 2001-Q3 2011
                                                                                                                                                  • Consumer prices
                                                                                                                                                    • Figure 123: Europe: Harmonised index of consumer prices, 2001-10
                                                                                                                                                  • Unemployment
                                                                                                                                                    • Figure 124: Europe: Average rate of unemployment, 2001-10
                                                                                                                                                  • Interest rates
                                                                                                                                                    • Figure 125: Europe: Interest rates, 2005-Q4 2011
                                                                                                                                                  • Consumer confidence
                                                                                                                                                    • Figure 126: Europe: Consumer confidence, Feb 2011-Jan 2012
                                                                                                                                                  • Home ownership
                                                                                                                                                    • Figure 127: Europe: Levels of home ownership, 2006-10
                                                                                                                                                • Appendix – Brand Research

                                                                                                                                                    • Figure 128: Brand usage, December 2011
                                                                                                                                                    • Figure 129: Brand commitment, December 2011
                                                                                                                                                    • Figure 130: Brand momentum, December 2011
                                                                                                                                                    • Figure 131: Brand diversity, December 2011
                                                                                                                                                    • Figure 132: Brand satisfaction, December 2011
                                                                                                                                                    • Figure 133: Brand recommendation, December 2011
                                                                                                                                                    • Figure 134: Brand attitude, December 2011
                                                                                                                                                    • Figure 135: Brand image – macro image, December 2011
                                                                                                                                                    • Figure 136: Brand image – micro image, December 2011
                                                                                                                                                    • Figure 137: Profile of target groups, by demographic, December 2011
                                                                                                                                                    • Figure 138: Psychographic segmentation, by target group, December 2011
                                                                                                                                                    • Figure 139: Brand usage, by target group, December 2011
                                                                                                                                                  • Brand index
                                                                                                                                                    • Figure 140: Brand index, December 2011
                                                                                                                                                • Appendix – The Consumer – Who does DIY and Where do Consumers Shop?

                                                                                                                                                    • Figure 141: Where consumers have purchased most popular DIY products in the last 12 months, by demographics, December 2011
                                                                                                                                                    • Figure 142: Where consumers have purchased next most popular DIY products in the last 12 months, by demographics, December 2011
                                                                                                                                                • Appendix – The Consumer – Factors Behind Choice of DIY Store

                                                                                                                                                    • Figure 143: Factors important to you when deciding where to buy DIY products, by demographics, December 2011
                                                                                                                                                • Appendix – The Consumer – Consumer Attitudes to Buying DIY Online

                                                                                                                                                    • Figure 144: Most popular consumer attitudes towards buying DIY products, by demographics, December 2011
                                                                                                                                                    • Figure 145: Next most popular consumer attitudes towards buying DIY products, by demographics, December 2011

                                                                                                                                                Companies Covered

                                                                                                                                                • Adeo
                                                                                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                • Amazon.co.uk
                                                                                                                                                • Apple Retail UK
                                                                                                                                                • Argos
                                                                                                                                                • Arnold Laver Ltd
                                                                                                                                                • Asda Group Ltd
                                                                                                                                                • ASOS (UK retail sales)
                                                                                                                                                • Bank of England
                                                                                                                                                • Bathstore.com Plc
                                                                                                                                                • Bebo Inc
                                                                                                                                                • Brico Depôt (France)
                                                                                                                                                • British Broadcasting Corporation (BBC)
                                                                                                                                                • C Brewer & Sons Ltd
                                                                                                                                                • Castorama (Russia)
                                                                                                                                                • Clas Ohlson UK
                                                                                                                                                • Co-operative Group
                                                                                                                                                • Dickens Ltd
                                                                                                                                                • Dolphin
                                                                                                                                                • Facebook, Inc.
                                                                                                                                                • Focus Group
                                                                                                                                                • FriendsReunited
                                                                                                                                                • Gardiner Sons & Co Ltd
                                                                                                                                                • Gfk NOP
                                                                                                                                                • Google UK
                                                                                                                                                • GUS
                                                                                                                                                • Habitat
                                                                                                                                                • Home Retail Group
                                                                                                                                                • Homebase Ltd
                                                                                                                                                • Hygena Cuisines
                                                                                                                                                • Ipsos MORI
                                                                                                                                                • J. Sainsbury
                                                                                                                                                • Jewson
                                                                                                                                                • JH Leeke & Son Ltd
                                                                                                                                                • John Lewis Partnership
                                                                                                                                                • Kantar Media
                                                                                                                                                • Kelkoo S.A.
                                                                                                                                                • Keyline Brands Ltd
                                                                                                                                                • Kingfisher Group
                                                                                                                                                • Kingfisher UK & Ireland
                                                                                                                                                • L'Oréal SA
                                                                                                                                                • Laura Ashley Group
                                                                                                                                                • Leo Burnett International (UK)
                                                                                                                                                • LinkedIn
                                                                                                                                                • Machine Mart Ltd
                                                                                                                                                • Makita Inc.
                                                                                                                                                • McCann-Erickson Advertising Ltd
                                                                                                                                                • MFI Furniture Group Plc
                                                                                                                                                • Mica DIY Ltd
                                                                                                                                                • MySpace.com
                                                                                                                                                • Nationwide Building Society
                                                                                                                                                • Nectar
                                                                                                                                                • Next Group
                                                                                                                                                • Ocado Ltd
                                                                                                                                                • Office for National Statistics
                                                                                                                                                • Office of Fair Trading
                                                                                                                                                • Rapid Hardware Ltd
                                                                                                                                                • Research in Motion Uk Ltd.
                                                                                                                                                • Robert Dyas Holdings
                                                                                                                                                • Schroder Investment Management
                                                                                                                                                • Screwfix UK
                                                                                                                                                • Sharps
                                                                                                                                                • Taskers Plc
                                                                                                                                                • Tesco Plc
                                                                                                                                                • The HomeForm Group
                                                                                                                                                • The Range
                                                                                                                                                • The Royal Institution of Chartered Surveyors
                                                                                                                                                • Tile Clearing House
                                                                                                                                                • Tile Giant
                                                                                                                                                • Tile Magic plc
                                                                                                                                                • Toolstation
                                                                                                                                                • Topps Tiles (UK)
                                                                                                                                                • Travis Perkins Retail
                                                                                                                                                • Twitter, Inc.
                                                                                                                                                • Wickes Building Supplies Ltd
                                                                                                                                                • Wilkinson Hardware Stores Ltd
                                                                                                                                                • Wolseley plc
                                                                                                                                                • Woolworths Group plc
                                                                                                                                                • YouTube, Inc.

                                                                                                                                                DIY Retailing - UK - February 2012

                                                                                                                                                £1,995.00 (Excl.Tax)