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DIY Retailing - UK - May 2019

Covered in this report

This report is designed to give an overview of the UK DIY and home improvement market. This includes an overview of the market with forecasts covering future developments, in-depth consumer analysis using our own data and a look at the key players in the market.

We provide two DIY market sizes within this report:

  • The first is provided in the Market Size and Forecast section and covers the specialist DIY/hardware store market, including a five-year forecast. This excludes sales to trade customers.
  • The second market size is covered in the Consumer Spending on DIY Products section and covers total consumer spending on all DIY products. This market size includes elements of spending on materials, furniture, furnishings and carpets, appliances, tools and equipment as well as gardening products

“While spending on DIY continues to grow, the big-box retailers continue to decline as they struggle to deal with societal changes that are changing the way people buy home improvement products. Far more people now live in private rented accommodation while 36% of all homeowners are now over the age of 65. In both instances there is a preference to pay someone else to do the work, either because they rely on a landlord, or because they are less capable as a result of advancing age.”

– Thomas Slide, Senior Retail Analyst

This report examines the following issues:

  • What now for B&Q and Wickes?
  • Is it time to stop focusing on homeowners?
  • Should DIY retailers be taking a lead on the connected home?

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Table of contents

  1. Overview

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

          • The market
            • Growth in the specialists’ sector…
              • Figure 1: Total DIY/hardware specialist sector size (including VAT), 2013-23
            • …but the sheds continue to lose share
              • Strong growth in spending on DIY-related products
                • Figure 2: Total consumer spending on DIY products, 2014-18
              • DIY sheds account for a third of total spending
                • Figure 3: DIY products, estimated channels of distribution, 2018
              • Online sales reach £1.9 billion
                • Housing transactions decline slightly in 2018
                  • Companies and brands
                    • Shed retailers all have issues
                      • Argos is the leading non-specialist
                        • B&Q accounts for a quarter of the specialists
                          • Figure 4: Leading DIY retailers, estimated share of all specialists’ sales, 2018
                        • B&Q is the most recommended brand
                          • Total advertising spend down 25.8% year on year in 2018
                            • Homebase allocates the largest space to garden
                              • Figure 5: DIY retailers: In-store/outdoor space allocation estimates, April 2019
                            • The consumer
                              • Specialists continue to lead
                                • Figure 6: Where they shopped for DIY products, March 2019
                              • Online buyers are younger
                                • Figure 7: Where they shopped for DIY products, by in-store versus online, March 2019
                              • Important factors differ by age
                                • Figure 8: Important factors in deciding where to shop, March 2019
                              • Painting and decorating products bought by half
                                • Figure 9: What they bought, March 2019
                              • DIY retailers remain a popular source of information
                                • Figure 10: Where they look for information, March 2019
                              • DIY stores are the perfect place to start a project
                                • Figure 11: Attitudes towards DIY, March 2019
                              • 55% would like DIY stores to recommend reliable tradespeople
                                • Figure 12: Interest in services, March 2019
                              • What we think
                              • Issues and Insights

                                • What now for B&Q and Wickes?
                                  • The facts
                                    • The implications
                                      • Is it time to stop focusing on homeowners?
                                        • The facts
                                          • The implications
                                            • Should DIY retailers be taking a lead on the connected home?
                                              • The facts
                                                • The implications
                                                • The Market – What You Need to Know

                                                  • Growth in the specialists’ sector…
                                                    • …but the sheds continue to lose share
                                                      • Strong growth in spending on DIY-related products
                                                        • DIY sheds account for a third of total spending
                                                          • Online sales reach £1.9 billion
                                                            • Housing transactions decline slightly in 2018
                                                            • Market Size and Forecast

                                                              • Growth in the specialists’ sector
                                                                • Figure 13: Total DIY/hardware specialist sector size (including VAT), 2013-23
                                                                • Figure 14: Total DIY/hardware specialist sector size (including VAT), 2013-23
                                                              • Forecast methodology
                                                              • Market Segmentation

                                                                • Shed specialists struggle to retain relevance
                                                                  • Big three continue to experience change and disruption
                                                                    • Figure 15: Shed/big-box specialists’ sector size (including VAT), 2013-23
                                                                    • Figure 16: Shed/big-box specialists’ sector size (including VAT), 2013-23
                                                                  • Growth continues to come from smaller specialists
                                                                    • Figure 17: Other DIY/hardware stores segment (including VAT), 2013-23
                                                                    • Figure 18: Other DIY/hardware stores segment (including VAT), 2013-23
                                                                • Consumer Spending on DIY Products

                                                                  • Strong growth in spending on DIY-related products
                                                                      • Figure 19: Consumer spending on DIY-related products, 2013-18
                                                                      • Figure 20: Category breakdown of consumer spending on DIY-related products, 2016-18
                                                                    • Mintel’s consumer spending market size
                                                                    • Channels of Distribution

                                                                      • DIY sheds account for a third of spending
                                                                        • Figure 21: DIY products, estimated channels of distribution, 2018
                                                                    • Online

                                                                      • Online sales reach £1.9 billion
                                                                        • Figure 22: Estimated online DIY market size (ex-VAT), 2016-18
                                                                      • Non-specialists lead online
                                                                        • Figure 23: Estimated online sales by leading retailers, 2016-18
                                                                      • Specialists gain share of online sales
                                                                        • Figure 24: Estimated share of DIY sales, by specialists and non-specialist DIY retailers, 2016-18
                                                                    • Market Drivers

                                                                      • Housing transactions decline slightly in 2018
                                                                        • Figure 25: Residential property transaction completions of £40,000 or above, 2005/06-2017/18
                                                                      • Rental levels are now stable but the landscape has changed
                                                                          • Figure 26: Proportion of the population living in private rented accommodation, by age, 2003/04-2017/18
                                                                        • More than half of private renters expect to buy
                                                                          • Figure 27: Expectations of private renters to buy a property, 2017-18
                                                                        • Consumer confidence recovers in 2019
                                                                          • Figure 28: Consumer confidence, 3-month moving average, January 2017-March 2019
                                                                        • More people got round to doing home improvement in 2018
                                                                          • Figure 29: Trends in home improvement work done in the last 3 months and plan to do in the next 3 months, 3-month moving average, April 2017-March 2019
                                                                      • Companies and Brands – What You Need to Know

                                                                        • Shed retailers all have issues
                                                                          • Argos is the leading non-specialist
                                                                            • B&Q accounts for a quarter of DIY spending
                                                                              • B&Q is the most recommended brand
                                                                                • Total advertising spend down 25.8% year on year in 2018
                                                                                  • Homebase allocates the largest space to garden
                                                                                  • Leading Specialists

                                                                                    • Is ONE Kingfisher in trouble?
                                                                                      • Travis Perkins looks to return focus on the trade
                                                                                        • Homebase looks to return to its roots
                                                                                          • Figure 30: Leading DIY specialists, sales, 2014-18
                                                                                        • Outlet numbers
                                                                                          • Figure 31: Leading DIY specialists, outlets, 2014-18
                                                                                          • Figure 32: Leading DIY specialists, sales per outlet, 2014-18
                                                                                        • Profits and margins
                                                                                          • Figure 33: Leading DIY specialists, operating profit, 2014-18
                                                                                          • Figure 34: Leading DIY specialists, operating profit, 2014-18
                                                                                      • Leading Non-Specialists

                                                                                        • Non-specialists grow sales
                                                                                          • J. Sainsbury leads the pack
                                                                                            • Amazon becoming a powerful force
                                                                                              • Figure 35: Leading non-specialists, estimated DIY sales (excluding VAT), 2014-18
                                                                                          • Market Shares

                                                                                              • Wickes is only shed retailer to increase share since 2014
                                                                                                • Figure 36: Leading DIY retailers, estimated share of all specialists’ sales, 2014-18
                                                                                              • Market share of all consumer spending on DIY
                                                                                                • Figure 37: Leading retailers, estimated share of all DIY spending, 2014-18
                                                                                            • Brand Research

                                                                                                • Brand map
                                                                                                  • Figure 38: Attitudes towards and usage of selected brands, March 2019
                                                                                                • Key brand metrics
                                                                                                  • Figure 39: Key metrics for selected brands, March 2019
                                                                                                • Brand attitudes: Wilko stands out on value
                                                                                                  • Figure 40: Attitudes, by brand, March 2019
                                                                                                • Brand personality: Wickes and Homebase struggle to stand out
                                                                                                  • Figure 41: Brand personality – macro image, March 2019
                                                                                                • B&Q offers aspiration and reliability
                                                                                                  • Figure 42: Brand personality – micro image, March 2019
                                                                                                • Brand analysis
                                                                                                  • B&Q is most recommended but struggles to deliver excellent experiences
                                                                                                    • Figure 43: User profile of B&Q, March 2019
                                                                                                  • Wilko is most likely to be described as a ‘favourite brand’
                                                                                                    • Figure 44: User profile of Wilko, March 2019
                                                                                                  • Screwfix offers a great online service
                                                                                                    • Figure 45: User profile of Screwfix, March 2019
                                                                                                  • Wickes struggles to stand out
                                                                                                    • Figure 46: User profile of Wickes, March 2019
                                                                                                  • Homebase starts to rebuild its brand
                                                                                                    • Figure 47: User profile of Homebase, March 2019
                                                                                                • Advertising and Marketing Activity

                                                                                                  • Total advertising spend down 25.8% year on year in 2018
                                                                                                    • Figure 48: Recorded above-the-line, online display and direct mail total advertising expenditure by UK DIY retailers, 2015-18
                                                                                                  • B&Q is the sector’s biggest spender on advertising
                                                                                                    • Figure 49: Leading UK DIY retailers: recorded above-the-line, online display and direct mail total advertising expenditure, 2015-18
                                                                                                  • B&Q the only one of the big three to grows its share of advertising spend in 2018
                                                                                                    • Figure 50: Big three DIY retailers’ share of recorded above-the-line, online display and direct mail total advertising expenditure, 2017 and 2018
                                                                                                  • TV takes the lion’s share of advertising expenditure
                                                                                                    • Figure 51: Recorded above-the-line, online display and direct mail total advertising expenditure by UK DIY retailers, by media type, 2015-18
                                                                                                  • Nielsen Ad Intel coverage
                                                                                                  • Innovation and Launch Activity

                                                                                                    • B&Q Good Home store opens
                                                                                                      • Figure 52: GoodHome by B&Q, May 2019
                                                                                                    • New upmarket online bathroom retailer
                                                                                                      • New luxury vinyl flooring retail concept
                                                                                                        • Home management website that aims to simplify home and DIY tasks
                                                                                                          • One-stop shop for tradesmen
                                                                                                            • Net zero-energy store
                                                                                                            • Space Allocation Summary

                                                                                                                • Space allocation overview
                                                                                                                  • Figure 53: DIY retailers: In-store/outdoor space allocation estimates, April 2019
                                                                                                                • Detailed space allocation estimates
                                                                                                                    • Figure 54: DIY retailers: Detailed in-store/outdoor space allocation estimates, April 2019
                                                                                                                • Homebase

                                                                                                                    • What we think
                                                                                                                      • Back into the soft end
                                                                                                                        • Re-enters kitchen and bathroom market
                                                                                                                          • Company background
                                                                                                                            • Company performance
                                                                                                                              • Figure 55: Homebase UK & Ireland: Group financial performance, 2013/14-2017/18
                                                                                                                              • Figure 56: Homebase UK & Ireland: Outlet data, 2013/14-2017/18
                                                                                                                            • Retail offering
                                                                                                                            • Kingfisher Group

                                                                                                                                • What we think
                                                                                                                                  • Unified product range resonating with customers
                                                                                                                                    • Stronger digital offer boosting e-commerce
                                                                                                                                      • Everyday low-price proposition
                                                                                                                                        • Trialling new urban proximity store concept
                                                                                                                                          • Screwfix powering ahead thanks to fast growth in m-commerce
                                                                                                                                            • Embracing sustainable practices and environmental governance
                                                                                                                                              • Company background
                                                                                                                                                • Company performance
                                                                                                                                                  • Figure 57: Kingfisher Group: Group financial performance, 2014/15-2018/19
                                                                                                                                                  • Figure 58: Kingfisher Group: Outlet data, 2014/15-2018/19
                                                                                                                                                • Retail offering
                                                                                                                                                • Travis Perkins Retail

                                                                                                                                                    • What we think
                                                                                                                                                      • Discount-driven DIY retail market hurting big-box retailer, Wickes
                                                                                                                                                        • Shift to trade benefiting Toolstation
                                                                                                                                                          • Shop now and pay later
                                                                                                                                                            • AI technology provides better understanding of customers
                                                                                                                                                              • Tile Giant feeling the squeeze
                                                                                                                                                                • Company background
                                                                                                                                                                  • Company performance
                                                                                                                                                                    • Figure 59: Travis Perkins Retail: Consumer retail division, financial performance, 2014-18
                                                                                                                                                                    • Figure 60: Travis Perkins Retail: Consumer retail division, outlet data, 2014-18
                                                                                                                                                                  • Retail offering
                                                                                                                                                                  • The Consumer – What You Need to Know

                                                                                                                                                                    • Specialists continue to lead
                                                                                                                                                                      • Online buyers are younger
                                                                                                                                                                        • Important factors differ by age
                                                                                                                                                                          • Painting and decorating products bought by half
                                                                                                                                                                            • DIY retailers remain popular sources of information
                                                                                                                                                                              • DIY stores are the perfect place to start a project
                                                                                                                                                                                • 55% would like DIY stores to recommend reliable tradespeople
                                                                                                                                                                                • Where They Shop

                                                                                                                                                                                  • Specialists continue to lead
                                                                                                                                                                                    • Wilko leads among the non-specialists
                                                                                                                                                                                      • Figure 61: Where they shopped for DIY products, March 2019
                                                                                                                                                                                    • Shoppers desert Homebase as stores close
                                                                                                                                                                                      • Figure 62: Where they shopped for DIY/home improvement products, 2018 and 2019
                                                                                                                                                                                    • Non-specialists appeal to the young
                                                                                                                                                                                      • Figure 63: Customer profile, March 2019
                                                                                                                                                                                    • Specialists struggle to appeal to women
                                                                                                                                                                                      • Figure 64: Where they shopped for DIY/home improvement products, by gender, March 2019
                                                                                                                                                                                    • Screwfix/Toolstation act as top-up shops
                                                                                                                                                                                      • Figure 65: Repertoire analysis of where they shopped for DIY/home improvement products, by where they shopped for DIY/home improvement products, March 2019
                                                                                                                                                                                    • Lack of collaboration between formats despite consumer crossover
                                                                                                                                                                                      • Figure 66: Where they shopped for DIY/home improvement products, by where they shopped for DIY/home improvement products, March 2019
                                                                                                                                                                                  • In-store versus Online

                                                                                                                                                                                    • 70% have bought DIY in-store
                                                                                                                                                                                      • Amazon is second most popular online
                                                                                                                                                                                        • Figure 67: Where they shopped in-store for DIY products, by in-store versus online, March 2019
                                                                                                                                                                                      • Online attracts the young
                                                                                                                                                                                        • Figure 68: Where they shop for home improvement/DIY products, customer profile, March 2019
                                                                                                                                                                                    • Important Factors

                                                                                                                                                                                      • Price the most important factor but value is key
                                                                                                                                                                                        • Figure 69: Important factors in deciding where to shop, March 2019
                                                                                                                                                                                      • USPs of the sheds appeal to older people
                                                                                                                                                                                        • Figure 70: Important factors in deciding where to shop, by customer profile, March 2019
                                                                                                                                                                                      • B&Q shoppers prioritise quality and range
                                                                                                                                                                                        • Wickes shoppers more focused on price
                                                                                                                                                                                          • Figure 71: Important factors in deciding where to shop, by where they shopped, March 2019
                                                                                                                                                                                        • Non-specialists appeal on price
                                                                                                                                                                                          • Non-sheds appeal to those looking for advice
                                                                                                                                                                                            • Figure 72: Important factors in deciding where to shop, by where they shopped, March 2019
                                                                                                                                                                                        • What They Bought

                                                                                                                                                                                          • Painting and decorating products bought by half
                                                                                                                                                                                            • Figure 73: What they bought, March 2019
                                                                                                                                                                                          • Homeowners buy the widest range of products
                                                                                                                                                                                            • Figure 74: What they bought, by housing tenure, March 2019
                                                                                                                                                                                          • What they buy reflects positioning of shed retailers
                                                                                                                                                                                            • Figure 75: What they bought, by where they shopped, March 2019
                                                                                                                                                                                          • Age split in ‘hard’ and ‘soft’ end products
                                                                                                                                                                                            • Figure 76: What they bought, by shopper profile, March 2019
                                                                                                                                                                                        • Where They Look for Information

                                                                                                                                                                                          • DIY retailers remain popular sources of information
                                                                                                                                                                                            • Figure 77: Where they look for information, March 2019
                                                                                                                                                                                          • YouTube holds particular appeal to men
                                                                                                                                                                                            • Figure 78: Where they look for information, difference between men and women, March 2019
                                                                                                                                                                                          • Under-35s turn to YouTube over DIY stores
                                                                                                                                                                                            • Figure 79: Where they look for information, by age, March 2019
                                                                                                                                                                                        • Attitudes towards DIY

                                                                                                                                                                                          • DIY stores still the preferred place to start
                                                                                                                                                                                            • Tapping into smart home confusion
                                                                                                                                                                                              • Figure 80: Attitudes towards DIY, March 2019
                                                                                                                                                                                            • A digital detox offers a chance to appeal to younger people
                                                                                                                                                                                              • Figure 81: Attitudes towards DIY, by age, March 2019
                                                                                                                                                                                            • Young people expect more from DIY stores
                                                                                                                                                                                              • Figure 82: Attitudes towards DIY, by age, March 2019
                                                                                                                                                                                          • Interest in Services

                                                                                                                                                                                            • DIY stores are trusted places for information
                                                                                                                                                                                              • Figure 83: Interest in services, March 2019
                                                                                                                                                                                            • Appealing to young people with upcycling
                                                                                                                                                                                              • Figure 84: Interest in services, by age, March 2019
                                                                                                                                                                                            • Toolstation shoppers show most interest in the smart home
                                                                                                                                                                                              • Figure 85: Interest in services, by where they shopped in the past 12 months, March 2019
                                                                                                                                                                                            • Private renters interested in renting tools and equipment
                                                                                                                                                                                              • Figure 86: Interest in services, by housing tenure, March 2019
                                                                                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                                                  • Forecast methodology

                                                                                                                                                                                                  DIY Retailing - UK - May 2019

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