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DIY Review - UK - June 2010

This report concentrates specifically on DIY and decorating in the home. It essentially covers those tasks associated with the upkeep and maintenance of the home that might otherwise be done via the paid services of a professional.

  • The proportion of adults undertaking DIY activities has been declining. But with incomes being squeezed, the next few years should be a good time to encourage more DIY activity. The DIY stores need to first educate, and then inspire people with a range of new ideas for the home.
  • Three in ten adults lack the confidence to do any DIY. Stores need to build people’s confidence to tackle a wider range of DIY tasks. Demonstrations or short films in stores to show the relative simplicity of certain DIY jobs would help demystify these tasks and build the confidence of DIYers.
  • The disparity between men and women’s confidence to undertake DIY jobs is wide. DIY stores should set up women-only courses for them to learn DIY skills (away from men), backed up by an ‘Ask an Expert’ service and post-course networking of attendees.
  • Home makeovers are still an important driver of sales. But DIY chains need to provide more inspiration in stores for changing the look or usage of rooms. Four in ten do DIY to change the look or colour scheme of a room and one in ten to change its use.
  • At the start of 2010, nearly half of adults were planning some DIY activity. DIY stores need to find out their customers’ intentions, then reduce the barriers to plans not coming to fruition, whether it is a lack of time, knowledge, money or organisation.
  • One in five adults are doing more DIY/home improvements to save money. More return on investment information could be provided: how doing jobs yourself could save £xx amount compared with paying a professional or how much value various DIY projects could add to your home.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

              • ‘There’s no such thing as ‘can’t’
                • School for DIY
                  • ‘Sisters are doin’ it for themselves…’
                    • Inspiring ideas for changing homes
                      • ‘I don’t want to go out…I’d rather stay in…Get things done’
                        • Transform your home
                        • Market in Brief

                          • DIY retailers struggle to grow sales
                            • Major chains boosting sales from other areas
                              • Declining interest in doing DIY
                                • More households has potential to boost market
                                  • Competition for leisure time
                                    • Focusing on providing inspiration and knowledge
                                      • Interior decorating seen as easiest DIY task
                                        • Updating and makeovers the main drivers
                                          • Strong potential demand for at least some DIY
                                            • Lack of skills, lack of time or no inclination
                                              • Outlook for consumer spending not good
                                              • Internal Market Environment

                                                • Key points
                                                  • Steady decline in decorating and DIY activity
                                                    • Figure 1: Home decorating or other DIY work undertaken in the last 12 months, 2004-09
                                                  • Interior painting the most undertaken task
                                                    • Figure 2: DIY tasks undertaken in the last 12 months, 2009
                                                  • Home lifestyle magazines lose some of their appeal
                                                    • Figure 3: Agreement with attitudinal statements relating to DIY and the home, 2004-09
                                                  • New DIY solutions for smaller homes
                                                    • Figure 4: Number of rooms have in home, 2004-09
                                                  • Opportunity for more home extensions
                                                    • Figure 5: Home extensions have in home and bought in the last 12 months, 2004-09
                                                  • DIFM hit by the recession
                                                    • Figure 6: Consumer spending on services and materials for repair and maintenance of dwellings, 2004-09
                                                  • Price of DIY products on the increase
                                                    • Figure 7: Trends in consumer prices for DIY product and service categories, 2008-10
                                                • Broader Market Environment

                                                  • Key points
                                                    • DIY and home improvements hit by recession
                                                      • Figure 8: GDP, PDI and consumer expenditure, at current prices, 2005-15
                                                    • Switch to consumers repaying debt
                                                      • Figure 9: Housing equity withdrawal, by quarter, 2007-09
                                                    • Housing slump impacts on home improvement activity
                                                      • Figure 10: Number of UK residential property transactions*, seasonally adjusted, by quarter, Q2 2005-Q1 2010
                                                    • More households should be a boost to the market
                                                      • Figure 11: UK households, by size, 2005-15
                                                    • Shift to renting over last two years
                                                      • Figure 12: Home ownership, by tenure, 2004-09
                                                    • Ageing population not good news for DIY
                                                      • Figure 13: Trends in the age structure of the UK population, 2005-15
                                                    • Growing affluence should trigger more home improvements
                                                      • Figure 14: Forecast adult population trends, by socio-economic group, 2005-15
                                                  • Competitive Context

                                                    • Key points
                                                      • DIY still ranks high among in-home activities
                                                        • Figure 15: Participation in selected home-based leisure activities, 2004-09
                                                      • Holidays and going out higher priorities
                                                        • Figure 16: Expenditure priorities, 2007-10
                                                    • Strengths and Weaknesses in the Market

                                                      • Strengths
                                                        • Weaknesses
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • Greening of DIY
                                                              • Inspiring new ideas for the home
                                                                • Building sales through greater knowledge
                                                                  • Making DIY easier and getting better results
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • DIY sector struggles to grow sales
                                                                        • Figure 17: Retail sales through specialist DIY retailers, at current and constant prices, 2005-15
                                                                      • Poor outlook for consumer spending
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Home decoration products
                                                                            • Figure 18: Estimated consumer spending on home decoration products, at current and constant prices, 2005-10
                                                                            • Figure 19: Estimated consumer spending on home decoration products, by product category, 2005-09
                                                                            • Figure 20: Trends in use of paint and number of litres used, 2004-09
                                                                            • Figure 21: Trends in use of wood stains, varnishes and preserves and number of litres used, 2008 and 2009
                                                                          • Power and hand tools
                                                                            • Figure 22: Estimated consumer spending on power and hand tools, at current and constant prices, 2005-10
                                                                            • Figure 23: Ownership, purchasing in the last 12 months and amount spent on small electric tools and non-electric tools, 2004-09
                                                                          • Building materials
                                                                            • Figure 24: Estimated consumer spending on building materials, at current and constant prices, 2005-10
                                                                          • Other DIY products
                                                                          • Companies and Brands

                                                                            • Key points
                                                                              • Home decoration
                                                                                • Power and hand tools
                                                                                  • Building materials
                                                                                    • Other DIY products
                                                                                      • UK distribution
                                                                                        • B&Q
                                                                                          • Homebase
                                                                                            • Wickes
                                                                                              • Focus
                                                                                                • Other players
                                                                                                • Brand Communication and Promotion

                                                                                                  • Key points
                                                                                                    • DIY suppliers cut their advertising budgets
                                                                                                      • Figure 25: Main monitored media advertising expenditure on DIY supplies, 2006-09
                                                                                                    • DIY retailers the biggest advertisers
                                                                                                      • Figure 26: Main monitored media advertising on DIY supplies and by DIY stores, 2006-09
                                                                                                    • Range of media used, but TV and press dominate
                                                                                                      • Figure 27: Main monitored media advertising expenditure on DIY supplies – top ten spenders, by media, 2009
                                                                                                    • Easter and May Bank Holiday peaks
                                                                                                      • Figure 28: Seasonality of main media advertising expenditure on DIY supplies and by DIY stores, 2006-09
                                                                                                    • Increasingly important role for internet
                                                                                                      • Figure 29: Visits to selected DIY products or home websites, May 2010
                                                                                                  • DIY and Home Improvement Activities

                                                                                                    • Key points
                                                                                                      • Interior decorating seen as easiest DIY task to tackle
                                                                                                        • Figure 30: DIY/home improvement activities easily tackled by self, by gender, January 2010
                                                                                                      • One in five would take on nine or more activities
                                                                                                        • Figure 31: Number of different DIY/home improvement activities easily tackled by self, January 2010
                                                                                                        • Figure 32: Number of different DIY/home improvement activities easily tackled by self, by age, January 2010
                                                                                                        • Figure 33: Number of DIY/home improvement activities easily tackled by self, by activities, January 2010
                                                                                                        • Figure 34: Retailers where DIY products are purchased, by number of DIY/home improvement activities easily tackled by self, January 2010
                                                                                                      • Electrics and plumbing best left to professionals
                                                                                                        • Figure 35: DIY/home improvement activities that are best left to professionals, by gender, January 2010
                                                                                                    • Reasons to Undertake DIY and Home Improvements

                                                                                                      • Key points
                                                                                                        • Desire for home or room makeovers drives DIY
                                                                                                          • Figure 36: Main reasons for DIY/home improvements/decorating, January 2010
                                                                                                        • Need for housing recovery to boost market
                                                                                                          • Figure 37: DIY/home improvements triggered by setting up home/moving house, by age, January 2010
                                                                                                        • Changing space and increasing value of home
                                                                                                          • Retailers need to push new colour schemes
                                                                                                            • Figure 38: DIY/home improvements triggered by wanting a new look/colour scheme, by retailer shopped in the last 12 months for DIY products, January 2010
                                                                                                        • Attitudes Towards DIY, Behaviour and Intentions

                                                                                                          • Key points
                                                                                                            • Strong pipeline of demand for DIY products
                                                                                                              • Figure 39: Agreement with statements on DIY/home improvements, January 2010
                                                                                                              • Figure 40: Those expecting to carry out DIY/home improvements in the next 12 months, by age and socio-economic group, January 2010
                                                                                                            • Lack of skills and time the main barriers to activity
                                                                                                                • Figure 41: Barriers to DIY activity – lack of skills or time, by working status and lifestage, January 2010
                                                                                                              • Move towards doing more DIY to save money
                                                                                                                  • Figure 42: Opting to do more DIY/home improvements to save money, by age and socio-economic group, January 2010
                                                                                                                • Some enjoy DIY, but few see it as a hobby
                                                                                                                  • More would do DIY if they had the confidence
                                                                                                                    • Not everyone can find a good source of advice
                                                                                                                      • DIY retailers have plenty of potential business to target
                                                                                                                        • Figure 43: Lack of DIY skills and interest in more advice, by DIY outlets used to buy DIY products in the last 12 months, January 2010
                                                                                                                    • Target Buying Groups

                                                                                                                      • Key points
                                                                                                                          • Figure 44: Target groups for DIY products, January 2010
                                                                                                                        • Prolific DIYers (23%)
                                                                                                                          • Skills Deficient (17%)
                                                                                                                            • Apathetic (60%)
                                                                                                                            • Appendix – Internal Market Environment

                                                                                                                                • Figure 45: Any DIY undertaken in the last 12 months, by demographics, 2009
                                                                                                                            • Appendix – DIY and Home Improvement Activities

                                                                                                                                • Figure 46: Most popular DIY/home improvement activities easily tackled by self, by demographics, January 2010
                                                                                                                                • Figure 47: Next most popular DIY/home improvement activities easily tackled by self, by demographics, January 2010
                                                                                                                                • Figure 48: Other DIY/home improvement activities easily tackled by self, by demographics, January 2010
                                                                                                                                • Figure 49: Least popular DIY/home improvement activities easily tackled by self, by demographics, January 2010
                                                                                                                                • Figure 50: Most popular DIY/home improvement activities best left to professionals, by demographics, January 2010
                                                                                                                                • Figure 51: Next most popular DIY/home improvement activities best left to professionals, by demographics, January 2010
                                                                                                                                • Figure 52: DIY/home improvement activities easily tackled by self, by outlets used for buying DIY products in the last 12 months, January 2010
                                                                                                                                • Figure 53: DIY/home improvement activities easily tackled by self, by next most popular retailers DIY products purchased from in the last 12 months, January 2010
                                                                                                                                • Figure 54: DIY/home improvement activities easily tackled by self, by other retailers DIY products purchased from in the last 12 months, January 2010
                                                                                                                                • Figure 55: Repertoire analysis of DIY/home improvement activities easily tackled by self, by demographics, January 2010
                                                                                                                            • Appendix – Reasons to Undertake DIY and Home Improvements

                                                                                                                                • Figure 56: Most popular main reasons for DIY/home improvements/decorating, by demographics, January 2010
                                                                                                                                • Figure 57: Next most popular main reasons for DIY/home improvements/decorating, by demographics, January 2010
                                                                                                                              • Cross-analysis
                                                                                                                                • Figure 58: Main reasons for DIY/home improvements/decorating, by most popular retailers DIY products purchased from in the last 12 months, January 2010
                                                                                                                                • Figure 59: Main reasons for DIY/home improvements/decorating, by next most popular retailers DIY products purchased from in the last 12 months, January 2010
                                                                                                                                • Figure 60: Main reasons for DIY/home improvements/decorating, by other retailers DIY products purchased from in the last 12 months, January 2010
                                                                                                                            • Appendix – Attitudes Towards DIY, Behaviour and Intentions

                                                                                                                                • Figure 61: Most popular statements on DIY/home improvement, by demographics, January 2010
                                                                                                                                • Figure 62: Next most popular statements on DIY/home improvement, by demographics, January 2010
                                                                                                                                • Figure 63: Other statements on DIY/home improvement, by demographics, January 2010
                                                                                                                              • Cross-analysis
                                                                                                                                • Figure 64: Statements on DIY/home improvement, by most popular retailers DIY products purchased from in the last 12 months, January 2010
                                                                                                                                • Figure 65: Statements on DIY/home improvement, by next most popular retailers DIY products purchased from in the last 12 months, January 2010
                                                                                                                                • Figure 66: Statements on DIY/home improvement, by other retailers DIY products purchased from in the last 12 months, January 2010
                                                                                                                                • Figure 67: Statements on DIY/home improvement, by least popular retailers DIY products purchased from in the last 12 months, January 2010
                                                                                                                            • Appendix – Target Buying Groups

                                                                                                                                • Figure 68: Target groups, by demographics, January 2010
                                                                                                                                • Figure 69: Agreement with statements on DIY/home improvements, by target groups, January 2010
                                                                                                                                • Figure 70: DIY/home improvement activities easily tackled by self, by target groups, January 2010
                                                                                                                                • Figure 71: DIY/home improvement activities best left to professionals, by target groups, January 2010
                                                                                                                                • Figure 72: Main reasons for DIY/home improvements/decorating, by target groups, January 2010
                                                                                                                                • Figure 73: Number of DIY/home improvement activities easily tackled by self, by target groups, January 2010
                                                                                                                                • Figure 74: Retailers DIY products purchased from in the last 12 months, by target groups, January 2010

                                                                                                                            Companies Covered

                                                                                                                            • Akzo Nobel Decorative Coatings Ltd
                                                                                                                            • Amazon.co.uk
                                                                                                                            • Apple Computer UK Ltd
                                                                                                                            • Argos
                                                                                                                            • Asda Group Ltd
                                                                                                                            • ASSA ABLOY Ltd
                                                                                                                            • Bank of England
                                                                                                                            • Biba
                                                                                                                            • Black & Decker UK
                                                                                                                            • Bostik Findley Ltd
                                                                                                                            • British Gas
                                                                                                                            • BSH Home Appliances Corporation [Bosch]
                                                                                                                            • Channel 4
                                                                                                                            • Chindwell Door Company Ltd
                                                                                                                            • Clas Ohlson
                                                                                                                            • Co-operative Group
                                                                                                                            • Cuprinol
                                                                                                                            • Draper Tools Limited
                                                                                                                            • Farrow & Ball Ltd
                                                                                                                            • Fired Earth Plc
                                                                                                                            • Focus
                                                                                                                            • Forest Stewardship Council
                                                                                                                            • Freeview
                                                                                                                            • Gfk NOP
                                                                                                                            • Godfrey DIY Supermarkets Ltd
                                                                                                                            • Government Actuary's Department (GAD)
                                                                                                                            • Graham & Brown
                                                                                                                            • Hitachi Ltd
                                                                                                                            • HM Revenue & Customs
                                                                                                                            • Home Retail Group
                                                                                                                            • Homebase Ltd
                                                                                                                            • IBP UK
                                                                                                                            • ICI Paints in North America
                                                                                                                            • IKEA
                                                                                                                            • Ingersoll-Rand Company Ltd
                                                                                                                            • International Paints
                                                                                                                            • J. Sainsbury
                                                                                                                            • Johnstone's Paint
                                                                                                                            • Kantar Media
                                                                                                                            • Kingfisher Group
                                                                                                                            • Kingfisher UK & Ireland
                                                                                                                            • Lafarge Cement UK
                                                                                                                            • Machine Mart Ltd
                                                                                                                            • Maplin Electronics Ltd
                                                                                                                            • Market & Opinion Research International (MORI)
                                                                                                                            • Marks & Spencer
                                                                                                                            • MFI Furniture Group Plc
                                                                                                                            • Morris & Co (Shrewsbury) Ltd
                                                                                                                            • National Lottery Commission
                                                                                                                            • Nectar
                                                                                                                            • Newell Rubbermaid Inc.
                                                                                                                            • Norcros Plc
                                                                                                                            • Office for National Statistics
                                                                                                                            • PPG Industries Inc.
                                                                                                                            • Rapid Hardware Ltd
                                                                                                                            • Robert Dyas Holdings
                                                                                                                            • Ryobi Technologies (UK) Ltd
                                                                                                                            • Samuel Heath & Sons PLC
                                                                                                                            • Screwfix UK
                                                                                                                            • Sherwin Williams - Paint Stores
                                                                                                                            • Somerfield
                                                                                                                            • Spear & Jackson, Inc
                                                                                                                            • Stanley Tools
                                                                                                                            • Tesco Plc
                                                                                                                            • Tile Clearing House
                                                                                                                            • Topps Tiles (UK)
                                                                                                                            • Travis Perkins PLC
                                                                                                                            • Travis Perkins Retail
                                                                                                                            • Waitrose
                                                                                                                            • Walker Greenbank PLC
                                                                                                                            • Wilkinson Hardware Stores Ltd
                                                                                                                            • Wm Morrison Supermarkets

                                                                                                                            DIY Review - UK - June 2010

                                                                                                                            £1,995.00 (Excl.Tax)