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DIY Retailing - UK - May 2017

“The DIY sector is experiencing major changes; Bunnings is going back-to-basics while B&Q and Wickes have launched more inspirational store concepts. Meanwhile, spending on DIY is becoming increasingly fragmented as a growing number of non-specialists find they are able to capitalise on the simpler needs of a growing population of renters”.
– Thomas Slide, Retail Analyst

This Report discusses the following key topics:

  • Inspiration or back-to-basics – Diverging strategies from the DIY sheds
  • Opportunities for DIY as renting becomes the new norm

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Market size and forecast
              • Figure 1: Total DIY/hardware specialist sector size (including VAT), 2011-21
            • Consumer spending on DIY up 4.5%
              • Figure 2: Growth in consumer spending on DIY products, 2012-17
            • Changing trends in housing tenure
              • Figure 3: Housing tenure in England, 2005-16
            • Companies, brands and innovations
              • B&Q launches first high-street store
                • Out-of-town losing out to the High Street
                  • Argos is the leading non-specialist
                    • Online
                      • Figure 4: Estimated online sales of DIY products to consumers (excluding VAT), 2013-16
                    • The consumer
                      • B&Q dominates the sector
                        • Figure 5: Where they shopped for DIY/home improvement products, in-store or online, March 2017
                      • 62% have carried out DIY in the past year
                        • Figure 6: Projects undertaken in the past year and who did the work, March 2017
                      • Multi-channel shopping becoming embedded
                        • Figure 7: How they shopped for DIY projects, March 2017
                      • Quality drives DIY decision making
                        • Figure 8: Factors important when shopping for DIY products, March 2017
                      • Over a quarter of under-35s find it embarrassing to ask for advice
                        • Figure 9: Attitudes towards shopping for DIY products, March 2017
                      • What we think
                      • Issues and Insights

                        • Inspiration or back-to-basics – Diverging strategies from the DIY sheds
                          • The facts
                            • The implications
                              • Opportunities for DIY as renting becomes the new norm
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Sales through specialists increase 2.1%
                                      • Consumer spending growth slows to 4.5%
                                        • Garden products see strongest growth
                                          • Specialists account for 61% of consumer spending
                                            • Housing market holds up through 2016
                                              • Growing proportion of renters
                                              • Market Size and Forecast

                                                • Specialists’ sales grow 2.1%
                                                  • Figure 10: Total DIY/hardware specialist sector size (including VAT), 2011-21
                                                  • Figure 11: Total DIY/hardware specialist sector size (including VAT), in current and constant prices, 2011-21
                                              • Market Segmentation

                                                • Sheds/big box segment
                                                  • Figure 12: Shed/big-box specialists’ sector size (including VAT), 2011-21
                                                  • Figure 13: Shed/big-box specialists’ sector size (including VAT), in current and constant prices, 2011-21
                                                • Other DIY/hardware specialists segment
                                                  • Figure 14: Other DIY/hardware stores segment (including VAT), 2011-21
                                                  • Figure 15: Other DIY/hardware stores segment (including VAT), in current and constant prices, 2011-21
                                                • Forecast methodology
                                                • Consumer Spending on DIY Products

                                                  • Growth slows to 4.5%
                                                      • Figure 16: Consumer spending on DIY products, 2012-17
                                                    • Consumer spending by product category
                                                        • Figure 17: Consumer spending on DIY products, category breakdown, 2016
                                                      • Mintel’s market size
                                                      • Channels of Distribution

                                                            • Figure 18: DIY products*, estimated channels of distribution, 2016
                                                        • Market Drivers

                                                          • Housing market
                                                            • Figure 19: Annual number of property transactions with a value of £40,000 or above (non-seasonally adjusted), 2006-16
                                                          • Monthly housing transactions
                                                              • Figure 20: Monthly number of property transactions valued at over £40,000 (non-seasonally adjusted), January 2016-March 2017
                                                            • Inflation
                                                              • Figure 21: Inflation in key product categories, annual rate of change, 2012-16
                                                            • Inflation creeps up in early 2017
                                                              • Figure 22: Consumer price inflation, monthly rate of change for selected product categories, October 2016-March 2017
                                                            • Falling number of people buying houses on a mortgage
                                                              • Figure 23: Housing tenure in England, 2005-16
                                                            • Consumer spending plans
                                                              • Figure 24: Have or intend to spend any extra money on the home, May 2016-April 2017
                                                              • Figure 25: Where they spend extra money, by housing tenure, February 2017
                                                          • Key Players – What You Need to Know

                                                            • All change at the market leaders
                                                              • Out-of-town losing out to the High Street
                                                                • Non-food discounters taking the high street share, rather than specialists
                                                                  • Online small and dominated by the market leaders
                                                                    • Advertising 0.7% of sector sales
                                                                      • Improving perception of Wilko
                                                                      • Innovation and Launch Activity

                                                                        • UK's first comparison website for building and DIY supplies
                                                                          • B&Q getting closer to customers
                                                                            • Figure 26: B&Q, mini format store, Holloway Road, London, March 2017
                                                                          • Virtual reality tool for hands-on DIY training
                                                                            • Robot assistants
                                                                              • Personalised DIY help at home using ‘advice avatars’
                                                                                • 'Wickes Hourly'
                                                                                  • DIY Ladies Night
                                                                                  • Space Allocation Summary

                                                                                      • Space allocation overview
                                                                                        • Figure 27: DIY retailers: in-store/outdoor space allocation estimates, April 2017
                                                                                      • Detailed space allocation estimates
                                                                                        • Big-box DIY specialists
                                                                                          • Figure 28: Bunnings, St Albans, garden and tool hire, April 2017
                                                                                        • High street DIY destinations
                                                                                          • Out-of-town discount home improvement and garden shopping
                                                                                            • Figure 29: DIY retailers: detailed in-store/outdoor space allocation estimates, April 2017
                                                                                        • Retail Product Mix

                                                                                            • Figure 30: Leading DIY retailers estimated sales by product %, 2016
                                                                                            • Figure 31: Leading DIY retailers estimated sales by product, 2016
                                                                                        • Leading Specialist Retailers

                                                                                          • Superstores dominate
                                                                                            • New specialists with a trade focus
                                                                                              • High street retailers
                                                                                                • Figure 32: Leading DIY specialists, sales 2013/14-2016/17
                                                                                                • Figure 33: Leading DIY specialists, outlets, 2013/14-2016/17
                                                                                                • Figure 34: Leading DIY specialists, sales per outlet, 2013/14-2016/17
                                                                                            • Leading Non-specialist Retailers

                                                                                                • Argos
                                                                                                  • Amazon catching up
                                                                                                    • The Range and the discounters growing fast
                                                                                                      • Figure 35: Leading non-specialists, estimated DIY sales (excluding VAT), 2013/4-2016/7
                                                                                                    • Supermarkets
                                                                                                      • Figure 36: Leading supermarkets, estimated DIY sales (excluding VAT), 2013/4-2016/7
                                                                                                  • Market Shares

                                                                                                      • Figure 37: Leading retailers estimated trade share of sales, 2013-16
                                                                                                    • Share of specialists’ sales
                                                                                                      • Figure 38: Leading DIY retailers, share of all specialists’ sales, 2014-16
                                                                                                    • Share of all DIY spending
                                                                                                      • Figure 39: Leading DIY retailers, share of all DIY spending, 2014-16
                                                                                                  • Online

                                                                                                      • Industry data
                                                                                                        • Online sales to consumers
                                                                                                          • Figure 40: DIY estimated online sales by type of retailer, 2016
                                                                                                          • Figure 41: Estimated online sales of DIY products to consumers (excluding VAT), 2014-16
                                                                                                          • Figure 42: Estimated sales of DIY products to consumers, 2014-16
                                                                                                      • Advertising and Marketing Activity

                                                                                                        • Little change in total DIY retail advertising spend year-on-year in 2016
                                                                                                          • Figure 43: Recorded above-the-line, online display and direct mail total advertising expenditure by UK DIY retailers, 2013-16
                                                                                                        • B&Q is the UK’s biggest DIY retail advertising spender
                                                                                                          • Figure 44: Leading UK DIY retailers: recorded above-the-line, online display and direct mail total advertising expenditure, 2013-16
                                                                                                        • Homebase increases its share of total advertising spend in 2016
                                                                                                          • Figure 45: Big three DIY retailers share of recorded above-the-line, online display and direct mail total advertising expenditure, 2015 and 2016
                                                                                                        • Half of all advertising expenditure channelled through TV
                                                                                                          • Figure 46: Recorded above-the-line, online display and direct mail total advertising expenditure by UK DIY retailers by media type, 2013-16
                                                                                                        • Media types used by the Big Three
                                                                                                          • Figure 47: Recorded above-the-line, online display and direct mail total advertising expenditure by the UK’s three biggest DIY retailers by media type, 2016
                                                                                                        • What we’ve seen in 2017
                                                                                                          • Nielsen Ad Intel coverage
                                                                                                          • Brand Research

                                                                                                              • Brand map
                                                                                                                • Figure 48: Attitudes towards and usage of selected brands, March 2017
                                                                                                              • Key brand metrics
                                                                                                                • Figure 49: Key metrics for selected brands, March 2017
                                                                                                              • Brand attitudes: Wilko owns the value position
                                                                                                                • Figure 50: Attitudes, by brand, March 2017
                                                                                                              • Brand personality: Wilko is vibrant and fun, B&Q is tired
                                                                                                                • Figure 51: Brand personality – Macro image, March 2017
                                                                                                              • A more flattering view of B&Q
                                                                                                                • Figure 52: Brand personality – Micro image, March 2017
                                                                                                              • Brand analysis
                                                                                                                • Wilko – Value for women
                                                                                                                  • Figure 53: User profile of Wilko, March 2017
                                                                                                                • Screwfix for the affluent, serious DIYer
                                                                                                                  • Figure 54: User profile of Screwfix, March 2017
                                                                                                                • B&Q the broad mass market player
                                                                                                                  • Figure 55: User profile of B&Q, March 2017
                                                                                                                • Wickes the destination store for the serious DIYer
                                                                                                                  • Figure 56: User profile of Wickes, March 2017
                                                                                                                • Homebase – So farewell then
                                                                                                                  • Figure 57: User profile of Homebase, March 2017
                                                                                                              • Kingfisher Group

                                                                                                                  • What we think
                                                                                                                    • The transformation
                                                                                                                      • Will it work?
                                                                                                                        • Longer term
                                                                                                                          • Company background
                                                                                                                            • Company performance
                                                                                                                              • Figure 58: Kingfisher Group: group financial performance, 2012/13-2016/17
                                                                                                                              • Figure 59: Kingfisher Group: outlet data, 2012/13-2016/17
                                                                                                                            • Retail offering
                                                                                                                            • Homebase – Bunnings

                                                                                                                                • What we think
                                                                                                                                  • Big changes
                                                                                                                                    • A completely new business
                                                                                                                                      • Where next?
                                                                                                                                        • Background
                                                                                                                                          • Company performance
                                                                                                                                            • Figure 60: Homebase Ltd: Group financial performance, 2011/12-2015/16
                                                                                                                                            • Figure 61: Homebase Ltd: outlet data, 2011/12-2015/16
                                                                                                                                          • Retail offering
                                                                                                                                          • Wickes/Toolstation/Tile Giant/Travis Perkins Retail

                                                                                                                                              • What we think
                                                                                                                                                • Accelerated expansion of new more inspirational Wickes store format
                                                                                                                                                  • Multichannel enhancements help grow online sales
                                                                                                                                                    • New tile shopping experience
                                                                                                                                                      • Convenient one-stop retail destinations for all things DIY
                                                                                                                                                        • Company background
                                                                                                                                                          • Company performance
                                                                                                                                                            • Figure 62: Travis Perkins Retail: consumer division financial performance, 2011/12-2015/16
                                                                                                                                                            • Figure 63: Travis Perkins Retail: consumer division outlet data, 2011/12-2015/16
                                                                                                                                                          • Retail offering
                                                                                                                                                          • The Consumer – What You Need to Know

                                                                                                                                                            • B&Q dominates the sector
                                                                                                                                                              • Painting/decorating the most popular DIY project
                                                                                                                                                                • Use of tradesmen increases with age
                                                                                                                                                                  • Multiple channels used for purchases
                                                                                                                                                                    • Quality is most important when shopping for DIY
                                                                                                                                                                      • Independent reviews aid purchase decisions
                                                                                                                                                                      • Where They Shopped

                                                                                                                                                                        • B&Q dominates the sector
                                                                                                                                                                          • Figure 64: Where they shopped for DIY/home improvement products, March 2017
                                                                                                                                                                        • Online becoming more important
                                                                                                                                                                            • Figure 65: Where they shopped for DIY/home improvement products, in-store or online, March 2017
                                                                                                                                                                          • Online more appealing to younger shoppers
                                                                                                                                                                            • Figure 66: Where they shopped for DIY/home improvement products, by average age and socio-economic group, March 2017
                                                                                                                                                                          • Repertoire analysis
                                                                                                                                                                            • Figure 67: Where they shopped for DIY products in-store, repertoire analysis, March 2017
                                                                                                                                                                        • Projects Undertaken

                                                                                                                                                                          • 43% have done painting/decorating themselves
                                                                                                                                                                              • Figure 68: Projects undertaken in the past year and who did the work, March 2017
                                                                                                                                                                            • DIY the most popular way to carry out home improvement
                                                                                                                                                                              • Figure 69: How they carried out home improvement projects in the past year, March 2017
                                                                                                                                                                            • 25-34-year-olds most likely to get help with DIY
                                                                                                                                                                              • Figure 70: Who carried out home improvement projects, 25-44-year-olds, March 2017
                                                                                                                                                                            • Use of tradesmen increases with age
                                                                                                                                                                                • Figure 71: Who carried out home improvement projects, 45+-year-olds, March 2017
                                                                                                                                                                              • Promoting DIY as a social experience
                                                                                                                                                                                • Figure 72: Proportion of DIY shoppers saying they ‘learnt a new skill or technique’ by who carried out the DIY/home improvement project they spent the most on, March 2017
                                                                                                                                                                              • Projects they spent the most on
                                                                                                                                                                                • Figure 73: Project completed in the past year they spent the most money on, March 2017
                                                                                                                                                                            • How They Shopped

                                                                                                                                                                              • Painters/decorators like to visit stores
                                                                                                                                                                                • Figure 74: How they shopped for a painting/decorating project, compared to the average, March 2017
                                                                                                                                                                              • Buyers of window furnishings like to shop around
                                                                                                                                                                                • Figure 75: How they shopped for new curtains/blinds/shutters, compared to the average, March 2017
                                                                                                                                                                              • Stores are essential when shopping for flooring
                                                                                                                                                                                  • Figure 76: How they shopped for a tiling, flooring or carpeting project, compared to the average, March 2017
                                                                                                                                                                                • Minor alterations shopping driven by price and availability
                                                                                                                                                                                  • Figure 77: How they shopped for carrying out minor interior alterations, compared to the average, March 2017
                                                                                                                                                                                • Shopping around important for garden projects
                                                                                                                                                                                  • Figure 78: How they shopped for garden projects, compared to the average, March 2017
                                                                                                                                                                                • Store visits are essential for fitted kitchens and bathrooms
                                                                                                                                                                                  • Figure 79: How they shopped for a new fitted kitchen or bathroom, compared to the average, March 2017
                                                                                                                                                                              • CHAID Analysis

                                                                                                                                                                                • Methodology
                                                                                                                                                                                  • Urbanites most likely to visit stores for inspiration
                                                                                                                                                                                      • Figure 80: Behaviours while shopping for DIY products – CHAID – Tree output, March 2017
                                                                                                                                                                                      • Figure 81: Behaviours while shopping for DIY products – CHAID – Table output, March 2017
                                                                                                                                                                                  • Important Factors When Shopping for DIY

                                                                                                                                                                                    • Quality is most important when shopping for DIY products
                                                                                                                                                                                      • Figure 82: Factors important when shopping for DIY products, March 2017
                                                                                                                                                                                    • Home-owners place greater emphasis on quality
                                                                                                                                                                                      • Figure 83: Top ranking factor for choosing where to shop for DIY products, by housing tenure, March 2017
                                                                                                                                                                                    • 35-44-year-olds prioritise price
                                                                                                                                                                                      • Fragmented priorities of younger shoppers
                                                                                                                                                                                        • Figure 84: Main reason for choosing where to shop for DIY products, by age group, March 2017
                                                                                                                                                                                      • Younger consumers less concerned by range
                                                                                                                                                                                          • Figure 85: Proportion selecting ‘Widest range of products’ as the top-ranking factor influencing where they shopped for DIY, March 2017
                                                                                                                                                                                        • Value seekers head to the non-specialists
                                                                                                                                                                                          • Figure 86: Those choosing ‘The lowest prices’ as an important factor when choosing where to shop for DIY products, by where they shopped for DIY products in the past year, March 2017
                                                                                                                                                                                      • Attitudes towards Shopping for DIY Products

                                                                                                                                                                                        • Quality is more important than price
                                                                                                                                                                                          • Independent reviews hold weight
                                                                                                                                                                                            • Figure 87: Attitudes towards shopping for DIY products, March 2017
                                                                                                                                                                                          • A third of 16-24-year-olds are embarrassed to ask for advice
                                                                                                                                                                                            • Figure 88: Agreement with selected statements, by age group, March 2017
                                                                                                                                                                                          • Interest in services peaks among the young
                                                                                                                                                                                              • Figure 89: Interest in services, by age group, March 2017
                                                                                                                                                                                            • Non-shed specialists attract the most enthusiastic DIYers
                                                                                                                                                                                              • Figure 90: Selected attitudes towards shopping for DIY, by where they shopped for DIY in the past year, March 2017
                                                                                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                              • Data sources
                                                                                                                                                                                                • Abbreviations
                                                                                                                                                                                                  • Consumer research methodology
                                                                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                                                                    • Forecast Methodology

                                                                                                                                                                                                    DIY Retailing - UK - May 2017

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