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DIY Retailing - France - May 2018

“French DIY is a tough market for specialists at the moment. Competition has intensified as consumers have become more accustomed to buying online and non-specialists, such as electricals retailers and grocers, have increased their share of spending using marketplaces to expand their offer from third parties. Market leader, Leroy Merlin continues to extend its lead over the other operators and there is some consolidation underway amongst the smaller players. Most future growth will come from online, so specialists need to make sure they are part of this, by developing a seamless omnichannel shopping experience that inspires and guides shoppers through their DIY projects.”
– Natalie Macmillan, Senior European Retail Analyst

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Table of contents

  1. Overview

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

          • The market
            • Consumer spending
              • Figure 1: France: Mintel DIY market size, breakdown by product category, 2017
            • Market drivers
              • Sector size and forecast
                • Channels of distribution
                  • Figure 2: France: estimated channels of distribution for DIY spending, 2017
                • Companies and brands
                  • Key metrics
                    • Market shares
                      • Online
                        • The consumer
                          • Where they shop for DIY
                            • Figure 3: France: retailers used to buy DIY goods in the past 12 months, whether in-store or online, March 2018
                          • Factors influencing where they shop for DIY
                            • Figure 4: France: factors influencing where they shop for DIY, March 2018
                          • Attitudes to DIY
                            • Figure 5: France: attitudes to DIY, March 2018
                          • What we think
                          • Issues and Insights

                            • The effects of the Bricorama/Bricomarché acquisition
                              • The facts
                                • The implications
                                  • The potential for city-centre stores
                                    • The facts
                                      • The implications
                                      • The Market – What You Need To Know

                                        • Economy picking up after prolonged period of subdued growth
                                          • DIY spending resilient
                                            • Housing market stable
                                              • Consumer confidence looking up
                                                • DIY retailers grew strongly in 2017
                                                  • Specialists dominate the market
                                                  • Consumer Spending

                                                    • Signs of growth in the French economy
                                                      • Mintel DIY market size
                                                          • Figure 6: France: DIY products – The Mintel market size (incl. VAT), 2013-18
                                                          • Figure 7: France: Mintel DIY market size, breakdown by product category, 2017
                                                        • DIY-related spending categories
                                                            • Figure 8: France: consumer spending in detail (incl. VAT), 2013-17
                                                        • Market Drivers

                                                          • Housing market
                                                            • Home ownership
                                                              • Figure 9: France: tenure types, owners vs tenants, 2008-16
                                                            • Consumer confidence
                                                              • Figure 10: France: consumer confidence, January 2008-March 2018
                                                            • Consumer spending plans
                                                              • Figure 11: France: consumers’ planned spending on housing and home, Q4 2014-Q1 2018
                                                          • Sector Size and Forecast

                                                            • Total retail sales recovering, further growth forecast in 2017
                                                              • Specialists’ sales rebounding
                                                                • Figure 12: France: specialist DIY retailers’ sales, excl. VAT, 2012-17
                                                                • Figure 13: France: specialist DIY retailers, forecast sales, excl VAT, 2017-22
                                                            • Inflation

                                                                • Figure 14: France: consumer prices of DIY-related categories, annual % change, 2013-17
                                                                • Figure 15: France: consumer prices of DIY-related categories, annual % change, Jan 2017-March 2018
                                                            • Channels of Distribution

                                                              • Big-box specialists are dominant destination
                                                                  • Figure 16: France: estimated channels of distribution for DIY spending, 2017
                                                              • Companies and Brands – What You Need To Know

                                                                • Adeo dominates with Leroy Merlin
                                                                  • Competition driving rationalisation
                                                                    • Market shift towards franchised stores
                                                                      • ADEO’s share growing as others stagnate or decline
                                                                        • DIY online under-developed
                                                                        • Leading Players

                                                                          • ADEO dominates with Leroy Merlin
                                                                            • Kingfisher in France
                                                                              • Les Mousquetaires acquires Bricorama
                                                                                • Mr Bricolage pushed into fourth place
                                                                                  • Move towards franchising
                                                                                    • Figure 17: France: leading specialist DIY retailers, sales, 2013-17
                                                                                    • Figure 18: France: leading specialist DIY retailers, outlets, 2013-17
                                                                                  • Sales per outlet
                                                                                    • Figure 19: France: leading specialist DIY retailers, sales per outlet, 2013-17
                                                                                • Market Shares

                                                                                  • ADEO’s sales account for a third of all sector turnover
                                                                                    • Leroy Merlin pulling ahead
                                                                                      • Figure 20: France: leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2013-17
                                                                                  • Online

                                                                                    • Online activity
                                                                                      • Broadband penetration lower
                                                                                        • Technology ownership is lower
                                                                                          • Figure 21: France: ways in which the internet was accessed in the last three months, Q3 2017
                                                                                        • Shopping online
                                                                                          • Figure 22: France: online purchasing in the last 12 months, 2012-17
                                                                                        • Online sales
                                                                                          • Leading online players
                                                                                            • Figure 23: France: retailers used to buy DIY goods online in the past 12 months, March 2018
                                                                                            • Figure 24: France: estimated sales of DIY online by leading specialist retailers, 2016/17
                                                                                          • Pureplayers
                                                                                            • Figure 25: France: major online retailers of DIY and DIY-related categories, 2018
                                                                                        • The Consumer – What You Need To Know

                                                                                          • High levels of engagement, more for men and homeowners
                                                                                            • Leroy Merlin and Castorama lead
                                                                                              • Half had shopped online for DIY
                                                                                                • Quality counts most, but price and ease of use are also important
                                                                                                  • Digital influences consumer attitudes
                                                                                                    • Advice and support to help customers through a project
                                                                                                    • Where They Shop For DIY

                                                                                                      • 85% had shopped for DIY over the last year
                                                                                                        • Big box stores lead
                                                                                                          • Figure 26: France: retailers used to buy DIY goods in the past 12 months, whether in-store or online, March 2018
                                                                                                          • Figure 27: France: retailers used to buy DIY goods in the past 12 months, whether in-store or online, by gender, March 2018
                                                                                                        • DIY carried out by affluent, older demographics
                                                                                                          • Figure 28: France: profile of those who had bought DIY goods, whether in-store or online, by retailer used, March 2018
                                                                                                          • Figure 29: France: retailers used to buy DIY goods in the past 12 months, whether in-store or online, by age
                                                                                                        • Leroy Merlin dominates in-store
                                                                                                          • Figure 30: France: retailers used to buy DIY goods in-store in the past 12 months, March 2018
                                                                                                        • Half had shopped online for DIY
                                                                                                          • Figure 31: France: retailers used to buy DIY goods online in the past 12 months, March 2018
                                                                                                        • Homeowners vs renters
                                                                                                            • Figure 32: France: percentage point difference in usage of DIY stores either online or in-store between homeowners and renters, March 2018
                                                                                                        • Factors Influencing Where They Shop For DIY

                                                                                                            • Quality comes out on top
                                                                                                              • Half of consumers value price and easy selection
                                                                                                                • Staff can help guide shoppers
                                                                                                                  • Figure 33: France: factors influencing where they shop for DIY, March 2018
                                                                                                                  • Figure 34: France: profile of those ranking various factors influencing where they shop first, March 2018
                                                                                                                  • Figure 35: France: factors influencing where they shop for DIY by retailer shopped, March 2018
                                                                                                              • Attitudes to DIY

                                                                                                                • Technology and online appeal most
                                                                                                                  • Advice is valued
                                                                                                                    • Figure 36: France: attitudes to DIY, March 2018
                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                  • Abbreviations
                                                                                                                    • Data sources
                                                                                                                    • ADEO

                                                                                                                        • What we think
                                                                                                                          • Leroy Merlin outpacing all competitors
                                                                                                                            • Figure 37: Leroy Merlin France: customer profile, March 2018
                                                                                                                          • Management changes signal change in strategy
                                                                                                                            • Aki and Leroy Merlin to merge in Spain and Portugal
                                                                                                                              • Enki
                                                                                                                                • Company background
                                                                                                                                  • Company performance
                                                                                                                                    • Figure 38: ADEO: group sales performance, 2013-17
                                                                                                                                    • Figure 39: ADEO: outlet data, 2013-17
                                                                                                                                  • Retail offering
                                                                                                                                    • Leroy Merlin
                                                                                                                                      • Other fascia
                                                                                                                                      • Bricomarché/Brico Cash/Bricorama

                                                                                                                                          • What we think
                                                                                                                                            • Bricorama acquisition strengthens position in French DIY retail market
                                                                                                                                              • Planned e-commerce launch to enable Polish consumers to shop seven days a week
                                                                                                                                                • Accelerated store growth boosts sales in Poland
                                                                                                                                                  • Development of proximity store format in southern Portugal localities
                                                                                                                                                    • Company background
                                                                                                                                                      • Company performance
                                                                                                                                                        • Figure 40: Bricomarché/Brico Cash: estimated sales performance, 2013-17
                                                                                                                                                        • Figure 41: Bricomarché/Brico Cash: estimated outlet data, 2013/17
                                                                                                                                                      • Retail offering
                                                                                                                                                      • Kingfisher Group

                                                                                                                                                          • What we think
                                                                                                                                                            • Still early days
                                                                                                                                                              • ONE Kingfisher driven by unifying product ranges
                                                                                                                                                                • Digital overhaul helps boost e-commerce
                                                                                                                                                                  • Operational efficiencies have their part to play too
                                                                                                                                                                    • Increased urbanisation presents challenges
                                                                                                                                                                      • A new format?
                                                                                                                                                                        • What next?
                                                                                                                                                                          • Company background
                                                                                                                                                                            • Company performance
                                                                                                                                                                                • Figure 42: Kingfisher Group: group financial performance, 2013/14-2017/18
                                                                                                                                                                                • Figure 43: Kingfisher Group: outlet data, 2013/14-2017/18
                                                                                                                                                                              • Retail offering
                                                                                                                                                                              • Mr. Bricolage Group

                                                                                                                                                                                  • What we think
                                                                                                                                                                                    • Finding its niche for the future
                                                                                                                                                                                      • Town centre concept may be a good strategy
                                                                                                                                                                                        • Online
                                                                                                                                                                                          • Company background
                                                                                                                                                                                            • Company performance
                                                                                                                                                                                              • Figure 44: Mr. Bricolage Group: sales at retail*, 2013-17
                                                                                                                                                                                              • Figure 45: Mr. Bricolage Group: outlet data, 2013-17
                                                                                                                                                                                            • Retail offering
                                                                                                                                                                                              • Product mix
                                                                                                                                                                                                • Figure 46: Mr Bricolage: product sales mix, 2017

                                                                                                                                                                                            DIY Retailing - France - May 2018

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