Household and Home Market Research

Given that the online channel takes a tiny share of sales in many of the major European markets, the figures for those who say they prefer to visit a store before buying are relatively low. The popularity of browsing for ideas and advice together with interest in checking stock or ...

“The in-store experience continues to be important for home improvement DIYers, and retailers should be sure to firmly establish their identity as a destination for expert advice. Of particular importance are workshops, helpful and knowledgeable employees, and a seamlessly integrated online ...

“Most Chinese consumers wash their dishes by hand on a daily basis, so beyond cleaning power consumers are looking for more products that are skin-safe, environmentally friendly, provide added hygiene through antibacterial action and are convenient to use.”

– Matthew Crabbe, Director of Research, ...

“Key to keeping the dishwashing products category on a growth track is keeping consumers focused on added benefits and new features rather than price comparisons. A steady stream of new products promising superior performance and a pleasant dishwashing experience will help to keep consumers ...

“Encouraging people to trade up is the biggest challenge facing the household cleaning equipment market, as most people see these products as staple, need-driven purchases that they do not want to pay more than they have to for. Brands need to encourage consumers to shift some of their focus away ...

“The pace of home sales and home renovations started to quicken in 2012, giving the residential flooring market a much-needed boost. Now it’s up to flooring manufacturers and retailers to maintain the momentum with marketing programs that emphasize both the practical and emotional benefits of new ...

“Strong predisposition toward store and brand loyalty and partiality for shopping with family differentiate Hispanic home improvement DIYers. Likewise, family size is a major consideration, as these households may have special repair and upgrade needs for the home. The large, rapidly growing, and ...

"Three fifths of shoppers enjoy looking around a department store, even if they are not planning to make a purchase. There is potential for retailers to use the latest technology to capitalise on dwell time and persuade consumers to buy using techniques such as personalised real-time special ...

“Retailers such as B&Q and Homebase are established authorities in DIY – and they need to capitalise on this to deliver online advice, knowhow and service that pureplays such as Amazon cannot.”

– John Mercer, European Retail Analyst

Some questions answered in this report include:

• Are there growth ...