2021
0
Europe DIY Retailing Market Report 2021
2021-06-16T04:11:25+01:00
OX1050241
4400
139506
[{"name":"DIY","url":"https:\/\/store.mintel.com\/industries\/household-home\/diy"},{"name":"Retail","url":"https:\/\/store.mintel.com\/industries\/retail"}]
Report
en_GB
“The DIY markets across the leading European countries vary a great deal, due in part to differences in home ownership levels and the development of housing prices. As a result…

Europe DIY Retailing Market Report 2021

$ 4,400 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the Europe DIY Retailing market, including the behaviours, preferences and habits of the consumer.

The COVID-19 pandemic has effected retail sectors in many different ways. While many sectors saw losses thanks to closures and reduced spending, the DIY sector proved one of the more resilient non-food categories. With people spending more time at home, many looked to making their living spaces more comfortable and suitable for remote working.

With income loss and worries over the economy, DIY became more of a necessity for those who would normally hire professionals. However, 8 in 10 French and Spanish people, as well as 9 in 10 Italians also agree that DIY is a good way of spending time. With between 76% and 81% of Europeans valuing their home more than before the pandemic, many will continue to improve areas of their homes.

While DIY retailers were forced to temporarily close at the start of the pandemic, once they were identified as essential by multiple countries they were allowed to reopen before many other retailers. The lockdowns also brough opportunities for businesses with a strong online presence, and the sector will continue to benefit from a rise in demand for light DIY and gardening products. However, innovation will be needed to tailor in-store advice for the more online-focused post-pandemic normal, as this has high perceived value for customers.

Read on to discover more details or take a look at all of our Europe Household, House and Home market research.

Quickly understand

  • The impact of COVID-19 on consumer behaviour and the DIY retailing market
  • How the market will fare post-COVID-19
  • The performance of the major retailers in 2020
  • DIY shopping behaviours and attitudes to home improvement innovations.

Covered in this report

UK Brands: Kingfisher, Travis Perkins Retail, Homebase, B&Q, Wilko, Screwfix, Argos, Wickes, IKEA, Dunelm, B&M Bargains, Poundland, Toolstation, Tile Giant, Shop Direct, The Range, Lidl, Robert Dyas, TJ Morris, Home Bargains, Dobbies, Tesco, Topps Tiles, ManoMano, Bunngings, Al Murad Tile & Decorating Store, Orbital Festeners, Untouchables, Jewson.

French Brands: Groupe ADEO, Groupement DES Mousquetaires (DIY), Mr. Bricolage Group, Manomano, Catorama, Brico Depot, Bricomarche, Weldom, Bricoman, Cdiscount.

Italy Brands: Bricocenter, Bricofer, Brico io, Brico OK, OBI, Self, ManoMano, Leroy Merlin, Zodio, Ottimax, Self.

Spain Brands: Leroy Merlin, Hypermarket, Bicomart, Brico Depot, Optimus Ferreteria, Bauhaus, ManoMano, Brico Group, Brico Centro, Bricoking, Aki, Bricor, BriCor.

German Brands: OBI, Tengelmann, Bausaus, Hornbach-Baumarkt, toom Baumar, B1 Discount, Klee, Rewe, Hagebau, Globus Baumarkt, Bausista, EMV-Profi, Baustoffring, Hellweg.

Other Brands: Kesko Home Improvement (Finaldn), Dedeman (Romania), Intergamma Group (Nrtherlands), Clas Ohlson (Sweden).

International Brands: Amazon, Leroy Merlin, Hypermarket, eBay.

Expert analysis from a specialist in the field

Written by Utku Tansel, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The DIY markets across the leading European countries vary a great deal, due in part to differences in home ownership levels and the development of housing prices. As a result of the home confinement for much of the year because of the pandemic, the home goods category has been one of very few areas to see a strong performance thanks to the boom in teleworking and mobility restrictions. However, specialists have underperformed spending in the category as a whole. Online has recorded substantial growth during 2020, accelerating development by several years and those retailers that are quickest to respond to the changes and develop their online capabilities are the most likely to succeed.

Utku Tansel
European Retail Analyst

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Report scope
          • DIY stores
            • Market size
                • Figure 1: Coicop classifications used for the Mintel market size
              • Financial definitions
                • Abbreviations
                  • VAT around Europe
                    • Figure 2: VAT rates around Europe, 2014-21
                • Executive Summary – Europe – The Market

                    • Mintel DIY market size
                        • Figure 3: Europe Big 5: spending on DIY products, including VAT, 2016-20
                      • Spending on DIY goods per capita
                        • Figure 4: Europe: estimated spending on DIY products per capita, including VAT, 2020
                      • DIY specialists’ sales
                          • Figure 5: Europe: sales by specialist DIY retailers (excluding VAT), 2016-20
                          • Figure 6: Europe: forecast sales by specialist DIY retailers (excluding VAT), 2021-25
                        • Market drivers
                          • Home ownership
                            • Figure 7: Europe: proportion of owner occupiers, 2019
                          • Consumer spending intentions
                            • Figure 8: Europe: consumers’ planned spending on housing and home, Q2 2021
                        • Executive Summary – Europe – Companies and Brands

                          • Leading players
                            • ADEO’s sales lead over Kingfisher narrows slightly
                              • Figure 9: Europe: leading specialist DIY retailers, sales, 2016-20
                            • Store numbers boosted on back of Screwfix and Mr. Bricolage expansion
                              • Figure 10: Europe: leading specialist DIY retailers, outlets, 2018-20
                            • Market shares
                              • Figure 11: Europe: leading specialist DIY retailers’ estimated share of total DIY spending in Big 5 (France, Germany, Italy, Spain and UK), 2016-20
                            • Innovation and launch activity
                              • DIY click-and-collect in just 30 minutes
                                • Unique city-based DIY shopping concept in Vienna
                                  • Another reason to visit Bauhaus stores in Spain
                                    • Dutch DIY specialist GAMMA launch app-based paint visualization tool
                                      • DIY shopping that combines the advantages of digital with the experiences of in-store
                                        • Hornbach makes DIY shopping even easier with updated app features
                                        • Executive Summary – Europe – The Consumer

                                            • The research
                                              • Where they shop for DIY products
                                                  • Figure 12: Europe: where DIY/home improvement products were bought in the last 12 months, March 2021
                                                  • Figure 13: Europe: where DIY/home improvement products were bought in the last 12 months, March 2021
                                                  • Figure 14: Europe: where DIY/home improvement products were bought in the last 12 months by gender, March 2021
                                                • COVID-19 related attitudes and behaviours in DIY
                                                  • Consumers use DIY to kill time
                                                    • Europeans learn to appreciate their homes more
                                                      • Figure 15: COVID-19 related attitudes to buying DIY, March 2021
                                                    • Interest in DIY innovations
                                                      • Strong interest in online tutorials
                                                          • Figure 16: Interest in DIY innovations, March 2021
                                                      • The Impact of COVID-19 on DIY Retailing

                                                        • Short, medium and long term impact on the sector
                                                          • Figure 17: Short, medium and long term impact of COVID-19 on DIY retailing, May 2021
                                                        • Opportunities and threats
                                                          • Online advances by several years due to COVID-19 restrictions
                                                            • Leveraging the power of technology to enhance service
                                                              • AR can help customers visualise the products in situ
                                                                • Using apps to ride on the convenience trend
                                                                  • COVID-19 brings a wave of new demand
                                                                    • New store formats, new opportunities
                                                                      • Concessions provide opportunities with one-stop shoppers
                                                                        • Smaller specialists could suffer
                                                                          • Competition from online and non-specialists is greater than ever
                                                                            • How long will interest in DIY projects remain elevated?
                                                                              • How COVID-19 will reshape the industry
                                                                                • Rapid delivery could be a key differentiator moving forward
                                                                                  • Eco-friendly credentials and sustainability could gain further traction
                                                                                    • Community and localism here to stay
                                                                                      • Discounters could strengthen their position in DIY
                                                                                        • Physical and digital merge providing a feeling of shopping in-store from home
                                                                                          • The impact of COVID-19 on consumer behaviour across Europe
                                                                                            • COVID-19 concerns remain steady
                                                                                              • Figure 18: Europe: those extremely worried about the risk of being exposed to COVID-19, March 2020-May 2021*
                                                                                            • Impact of COVID on unemployment: worst could be yet to come?
                                                                                              • Figure 19: Europe: financial impact of COVID-19, March 2021*
                                                                                            • Consumers in Spain and Italy most likely to have cut back on non-essential spending
                                                                                              • Consumers in mainland Europe most concerned about time spent in-store
                                                                                                • Click and collect enhances online capacity
                                                                                                  • Contactless payment booms
                                                                                                    • Staying closer to home benefits local businesses
                                                                                                      • Online shopping grows in popularity
                                                                                                        • Figure 20: Europe: changes to shopping behaviour since the start of the COVID-19 outbreak, May 2021*
                                                                                                      • Home and garden products generally not a spending priority but DIY the exception
                                                                                                        • Figure 21: Net balance* of expected spending on selected items in the next month, May 2021**
                                                                                                      • Mainland Europeans more pessimistic about home and garden spending than British
                                                                                                        • Figure 22: Europe: expected spending on home and garden products in the next month, May 2021*
                                                                                                      • How the crisis is impacting on key consumer segments
                                                                                                        • Women are more concerned about the virus
                                                                                                          • Figure 23: Europe: those extremely worried about the risk of being exposed to COVID-19, by gender and age, May 2021*
                                                                                                        • Women most likely to be shopping more online in all countries
                                                                                                          • Figure 24: Europe: consumers shopping more online, by gender and age, May 2021*
                                                                                                        • Younger age groups keener on click and collect
                                                                                                          • Figure 25: Europe: consumers using click-and-collect more, by gender and age, May 2021*
                                                                                                        • Women and older people most likely to limit time in-store
                                                                                                          • Figure 26: Europe: consumers trying to limit the time they spend in-store, by gender and age, May 2021*
                                                                                                        • Spanish consumers most likely to be shopping local
                                                                                                          • Figure 27: Europe: consumers shopping more from local businesses, by gender and age, May 2021*
                                                                                                        • COVID-19: market context
                                                                                                          • France
                                                                                                            • Germany
                                                                                                              • Italy
                                                                                                                • Spain
                                                                                                                  • UK
                                                                                                                  • France

                                                                                                                    • Overview
                                                                                                                      • What you need to know
                                                                                                                        • Key issues covered in this Report
                                                                                                                          • Areas covered in this Report
                                                                                                                              • Figure 28: Coicop classifications used for the Mintel market size
                                                                                                                            • Executive summary
                                                                                                                              • The market
                                                                                                                                • Consumer spending
                                                                                                                                  • Figure 29: France: estimated consumer spending on DIY products (including VAT), 2016-20
                                                                                                                                • Sector size and forecast
                                                                                                                                  • Channels of distribution
                                                                                                                                    • Companies and brands
                                                                                                                                      • Key metrics
                                                                                                                                        • Emerging trends
                                                                                                                                          • Market shares
                                                                                                                                            • Figure 30: France: leading specialist DIY retailers: shares of all specialist DIY retailers’ sales, 2020
                                                                                                                                          • Online
                                                                                                                                            • The consumer
                                                                                                                                              • Who shops for DIY
                                                                                                                                                • Figure 31: France: engagement in DIY shopping, by gender and age, March 2021
                                                                                                                                              • Where they shop for DIY products
                                                                                                                                                • Figure 32: France: retailers used to purchase DIY products in the last 12 months, in-store or online, March 2021
                                                                                                                                              • COVID-19 related attitudes and behaviours in DIY
                                                                                                                                                • Figure 33: France: COVID-19 related attitudes and behaviours in DIY, March 2021
                                                                                                                                              • Interest in DIY innovations
                                                                                                                                                  • Figure 34: France: interest in DIY innovations, March 2021
                                                                                                                                                • Issues and insights
                                                                                                                                                  • COVID-19 accelerates trend for proximity retailing in DIY
                                                                                                                                                    • The growing importance of “home” and movement restrictions boost home improvement and DIY
                                                                                                                                                      • The market – Key takeaways
                                                                                                                                                        • Economy set to recover in 2021
                                                                                                                                                          • DIY market grew 13% in 2020
                                                                                                                                                            • Retailers grow strongly too, but less than the market
                                                                                                                                                              • Most spending goes through the big sheds
                                                                                                                                                                • The housing market is shifting
                                                                                                                                                                  • Consumer spending
                                                                                                                                                                    • The pandemic has hit the economy hard
                                                                                                                                                                      • Mintel DIY market size
                                                                                                                                                                        • 13% growth estimated for 2020
                                                                                                                                                                            • Figure 35: France: DIY products – The Mintel market size (including VAT), 2016-20
                                                                                                                                                                          • DIY-related spending categories
                                                                                                                                                                            • Figure 36: France: consumer spending in detail (including VAT), 2016-20
                                                                                                                                                                          • Sector size and forecast
                                                                                                                                                                            • Figure 37: France: DIY specialists, sales (excluding VAT), 2016-20
                                                                                                                                                                            • Figure 38: France: DIY specialists, forecast sales (excluding VAT), 2021-25
                                                                                                                                                                          • Inflation
                                                                                                                                                                            • Figure 39: France: consumer prices* of DIY-related categories, annual % change, 2016-20
                                                                                                                                                                            • Figure 40: France: consumer prices* of DIY related categories, annual % change, January 2020-March 2021
                                                                                                                                                                          • Market drivers
                                                                                                                                                                            • Home ownership
                                                                                                                                                                              • Figure 41: France: tenure types: owners vs tenants, % of households, 2011-19
                                                                                                                                                                            • The housing market – A shift in 2021?
                                                                                                                                                                              • Consumer spending plans
                                                                                                                                                                                • Figure 42: France: consumers’ planned spending on housing and home, Q1 2018-Q2 2021
                                                                                                                                                                              • Channels of distribution
                                                                                                                                                                                • Companies and brands – Key takeaways
                                                                                                                                                                                  • Leroy Merlin remains the solid leader
                                                                                                                                                                                    • 2020 saw varying performances
                                                                                                                                                                                      • Emerging trends
                                                                                                                                                                                        • An increasingly concentrated sector
                                                                                                                                                                                          • Online is accelerating
                                                                                                                                                                                            • Leading players
                                                                                                                                                                                              • New store formats
                                                                                                                                                                                                • Do-it-for-me services
                                                                                                                                                                                                  • Marketplaces
                                                                                                                                                                                                    • Recovery at Kingfisher in 2020
                                                                                                                                                                                                      • Further expansion from Les Mousquetaires
                                                                                                                                                                                                        • Figure 43: France: leading specialist DIY retailers: sales, 2016-20
                                                                                                                                                                                                        • Figure 44: France: leading specialist DIY retailers: outlet numbers, 2016-20
                                                                                                                                                                                                      • Market shares
                                                                                                                                                                                                        • Figure 45: France: leading specialist DIY retailers: shares of all specialist DIY retailers’ sales, 2016-20
                                                                                                                                                                                                      • Online
                                                                                                                                                                                                        • Online retailing in France
                                                                                                                                                                                                          • Online sales of DIY
                                                                                                                                                                                                            • Leading online players
                                                                                                                                                                                                              • The consumer – Key takeaways
                                                                                                                                                                                                                • Who shops for DIY products
                                                                                                                                                                                                                  • The growing importance of online
                                                                                                                                                                                                                    • The key players
                                                                                                                                                                                                                      • The significance of “home”
                                                                                                                                                                                                                        • DIY shopping has changed
                                                                                                                                                                                                                          • Growing confidence
                                                                                                                                                                                                                            • What consumers want
                                                                                                                                                                                                                              • Who shops for DIY products
                                                                                                                                                                                                                                • Figure 46: France: engagement in DIY shopping, by gender and age, March 2021
                                                                                                                                                                                                                                • Figure 47: France: engagement in DIY shopping, by monthly income bracket and housing tenure, March 2021
                                                                                                                                                                                                                              • In-store vs online shopping for DIY products
                                                                                                                                                                                                                                • Figure 48: France: channels used to purchase DIY products in the past year, by age group, March 2021
                                                                                                                                                                                                                                • Figure 49: France: channels used to purchase DIY products in the past year, by age group and gender, March 2021
                                                                                                                                                                                                                              • Where they shop for DIY products
                                                                                                                                                                                                                                • Leroy Merlin has a clear lead
                                                                                                                                                                                                                                  • Figure 50: France: retailers used to purchase DIY products in the last 12 months, in-store or online, March 2021
                                                                                                                                                                                                                                • Trend data
                                                                                                                                                                                                                                  • Figure 51: France: percentage of shoppers using leading specialist DIY retailers, 2018-21*
                                                                                                                                                                                                                                • Hypermarkets and generalist online retailers most popular amongst women
                                                                                                                                                                                                                                  • Figure 52: France: retailers used to purchase DIY products in the last 12 months, in-store or online, by gender, March 2021
                                                                                                                                                                                                                                • Leroy Merlin appeals to older shoppers…
                                                                                                                                                                                                                                  • Figure 53: France: retailers used to purchase DIY products in the last 12 months, by age group, March 2021
                                                                                                                                                                                                                                • …and the more affluent
                                                                                                                                                                                                                                  • Figure 54: France: retailers used to purchase DIY products in the last 12 months, by net monthly household income, March 2021
                                                                                                                                                                                                                                • Leroy Merlin and Amazon are joint most popular online
                                                                                                                                                                                                                                  • Figure 55: France: retailers used to purchase DIY products in the last 12 months, in-store or online March 2021
                                                                                                                                                                                                                                • COVID-19 related attitudes and behaviours in DIY
                                                                                                                                                                                                                                  • The importance of home
                                                                                                                                                                                                                                    • The way people shop has changed
                                                                                                                                                                                                                                      • Consumers feel more confident about DIY
                                                                                                                                                                                                                                        • Figure 56: France: COVID-19 related attitudes and behaviours in DIY, March 2021
                                                                                                                                                                                                                                        • Figure 57: France: COVID-19 related attitudes and behaviours in DIY, by gender, March 2021
                                                                                                                                                                                                                                      • Interest in DIY innovations
                                                                                                                                                                                                                                        • Learning DIY skills online
                                                                                                                                                                                                                                          • Technology is the future
                                                                                                                                                                                                                                            • New ways to shop…
                                                                                                                                                                                                                                              • …and communicate
                                                                                                                                                                                                                                                • Figure 58: France: interest in DIY innovations, March 2021
                                                                                                                                                                                                                                              • Appendix – Data sources and abbreviations
                                                                                                                                                                                                                                                • Abbreviations
                                                                                                                                                                                                                                                  • Data sources
                                                                                                                                                                                                                                                  • Italy

                                                                                                                                                                                                                                                    • Overview
                                                                                                                                                                                                                                                      • What you need to know
                                                                                                                                                                                                                                                        • Key issues covered in this Report
                                                                                                                                                                                                                                                          • Areas covered in this Report
                                                                                                                                                                                                                                                              • Figure 59: Coicop classifications used for the Mintel market size
                                                                                                                                                                                                                                                            • Executive summary
                                                                                                                                                                                                                                                              • The market
                                                                                                                                                                                                                                                                • Consumer spending
                                                                                                                                                                                                                                                                  • Figure 60: Italy: consumer spending on DIY products (including VAT), 2016-20
                                                                                                                                                                                                                                                                • Market drivers
                                                                                                                                                                                                                                                                  • Sector size and forecast
                                                                                                                                                                                                                                                                    • Channels of distribution
                                                                                                                                                                                                                                                                      • Companies and brands
                                                                                                                                                                                                                                                                        • Key metrics
                                                                                                                                                                                                                                                                          • Market shares
                                                                                                                                                                                                                                                                            • Figure 61: Italy: leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2020
                                                                                                                                                                                                                                                                          • Online
                                                                                                                                                                                                                                                                            • The consumer
                                                                                                                                                                                                                                                                              • Where they shop for DIY products
                                                                                                                                                                                                                                                                                • Figure 62: Italy: where DIY/home improvement products were bought in the last 12 months, March 2021
                                                                                                                                                                                                                                                                              • COVID-19 related attitudes and behaviours in DIY
                                                                                                                                                                                                                                                                                • Figure 63: Italy: COVID-19-related attitudes and behaviours in DIY, March 2021
                                                                                                                                                                                                                                                                              • Interest in DIY innovations
                                                                                                                                                                                                                                                                                • Figure 64: Italy: interest in DIY innovations, March 2021
                                                                                                                                                                                                                                                                              • Issues and insights
                                                                                                                                                                                                                                                                                • How can retailers use the experience of COVID-19 to increase brand loyalty?
                                                                                                                                                                                                                                                                                  • How can specialist retailers differentiate themselves from non-specialist rivals?
                                                                                                                                                                                                                                                                                    • The market – Key takeaways
                                                                                                                                                                                                                                                                                      • DIY market avoids consumer spending crash affecting much of retail
                                                                                                                                                                                                                                                                                        • DIY specialists’ sales hold up well
                                                                                                                                                                                                                                                                                          • Economic environment set to be tough for next few years
                                                                                                                                                                                                                                                                                            • Record numbers of Italians looking to spend on home improvements
                                                                                                                                                                                                                                                                                              • Consumer spending
                                                                                                                                                                                                                                                                                                • Mintel DIY market size
                                                                                                                                                                                                                                                                                                  • Figure 65: Italy: DIY products – The Mintel market size (including. VAT), 2016-20
                                                                                                                                                                                                                                                                                                  • Figure 66: Italy: Mintel DIY market size: estimated breakdown by product category, 2020
                                                                                                                                                                                                                                                                                                • DIY-related spending categories
                                                                                                                                                                                                                                                                                                    • Figure 67: Italy: consumer spending in detail (including. VAT), 2016-20
                                                                                                                                                                                                                                                                                                  • Market drivers
                                                                                                                                                                                                                                                                                                    • Home ownership
                                                                                                                                                                                                                                                                                                      • Figure 68: Italy: tenure types: owners vs tenants, % of households, 2010-19
                                                                                                                                                                                                                                                                                                      • Figure 69: Italy: comparison of home ownership levels with other major European countries, 2019
                                                                                                                                                                                                                                                                                                    • Consumer spending plans
                                                                                                                                                                                                                                                                                                      • Figure 70: Italy: consumers’ planned spending on housing and home in the next 12 months, Q1 2018-Q2 2021*
                                                                                                                                                                                                                                                                                                    • Sector size and forecast
                                                                                                                                                                                                                                                                                                      • Figure 71: Italy: DIY specialists, sales (excluding VAT), 2016-20
                                                                                                                                                                                                                                                                                                      • Figure 72: France: DIY specialists, forecast sales (excluding. VAT), 2021-25
                                                                                                                                                                                                                                                                                                    • Inflation
                                                                                                                                                                                                                                                                                                      • Figure 73: Italy: consumer prices* of DIY-related categories, annual % change, 2016-20
                                                                                                                                                                                                                                                                                                      • Figure 74: Italy: consumer prices* of DIY related categories, annual % change, January 2020-March 2021
                                                                                                                                                                                                                                                                                                    • Channels of distribution
                                                                                                                                                                                                                                                                                                      • Companies and brands – Key takeaways
                                                                                                                                                                                                                                                                                                        • Leroy Merlin has the market covered
                                                                                                                                                                                                                                                                                                          • OBI, a distant number two player, looks at opening more stores
                                                                                                                                                                                                                                                                                                            • Bricofer Group finances stretched by pandemic
                                                                                                                                                                                                                                                                                                              • Online sales boom during pandemic
                                                                                                                                                                                                                                                                                                                • Leading players
                                                                                                                                                                                                                                                                                                                  • ADEO retains a strong grip on the market
                                                                                                                                                                                                                                                                                                                    • OBI is a distant number two player
                                                                                                                                                                                                                                                                                                                      • Bricofer Group is leading franchisor
                                                                                                                                                                                                                                                                                                                        • Brico io consolidates
                                                                                                                                                                                                                                                                                                                          • Other players
                                                                                                                                                                                                                                                                                                                            • Figure 75: Italy: leading specialist DIY retailers: sales, 2016-20
                                                                                                                                                                                                                                                                                                                            • Figure 76: Italy: leading specialist DIY retailers: outlet numbers, 2016-20
                                                                                                                                                                                                                                                                                                                          • Market shares
                                                                                                                                                                                                                                                                                                                            • Figure 77: Italy: leading specialist DIY retailers: shares of all DIY specialists’ sales, 2016-20
                                                                                                                                                                                                                                                                                                                          • Online
                                                                                                                                                                                                                                                                                                                            • Online retailing in Italy
                                                                                                                                                                                                                                                                                                                              • Shopping online
                                                                                                                                                                                                                                                                                                                                • Online sales of DIY
                                                                                                                                                                                                                                                                                                                                  • Leading online players
                                                                                                                                                                                                                                                                                                                                    • Figure 78: Italy: search interest on Google, selected DIY retailers, last 12 months, January 2020-May 2021
                                                                                                                                                                                                                                                                                                                                  • The consumer – Key takeaways
                                                                                                                                                                                                                                                                                                                                    • Online tutorials offer specialists an opportunity to increase loyalty
                                                                                                                                                                                                                                                                                                                                      • Augmented reality technology can help engage female shoppers
                                                                                                                                                                                                                                                                                                                                        • Remote assistance can add value and broaden reach
                                                                                                                                                                                                                                                                                                                                          • Online-only channel is growing, driven by Amazon
                                                                                                                                                                                                                                                                                                                                            • Who buys DIY/home improvement products?
                                                                                                                                                                                                                                                                                                                                              • Figure 79: Italy: key demographics of DIY/home improvement products shoppers, March 2021
                                                                                                                                                                                                                                                                                                                                            • Shopping for DIY/home improvement products focused around families
                                                                                                                                                                                                                                                                                                                                              • Figure 80: Italy: key demographics of DIY/home improvement products shoppers, March 2021
                                                                                                                                                                                                                                                                                                                                            • Where they shop for DIY products
                                                                                                                                                                                                                                                                                                                                              • Specialists still dominate
                                                                                                                                                                                                                                                                                                                                                • Amazon dominates the online-only channel
                                                                                                                                                                                                                                                                                                                                                  • Figure 81: Italy: where DIY/home improvement products were bought in the last 12 months, March 2021
                                                                                                                                                                                                                                                                                                                                                • Trend data
                                                                                                                                                                                                                                                                                                                                                  • Figure 82: Italy: where DIY/home improvement products were bought in the last 12 months, leading DIY specialists, 2017-21*
                                                                                                                                                                                                                                                                                                                                                  • Figure 83: Italy: where DIY/home improvement products were bought in the last 12 months, leading DIY specialists, 2017-21*
                                                                                                                                                                                                                                                                                                                                                • Most buyers combine store and online shopping
                                                                                                                                                                                                                                                                                                                                                  • Figure 84: Italy: breakdown of buyers of DIY/home improvement products, March 2021
                                                                                                                                                                                                                                                                                                                                                • Leroy Merlin has strong appeal among women
                                                                                                                                                                                                                                                                                                                                                  • Figure 85: Italy: where DIY/home improvement products were bought in the last 12 months, leading specialists, by gender, March 2021
                                                                                                                                                                                                                                                                                                                                                • Amazon also does well with women
                                                                                                                                                                                                                                                                                                                                                  • Figure 86: Italy: where DIY/home improvement products were bought in the last 12 months, leading non-specialists, by gender, March 2021
                                                                                                                                                                                                                                                                                                                                                • Leroy Merlin’s strength lies in its appeal to all age groups
                                                                                                                                                                                                                                                                                                                                                  • Figure 87: Italy: where DIY/home improvement products were bought in the last 12 months, leading specialists, by age, March 2021
                                                                                                                                                                                                                                                                                                                                                • Non-specialists are more popular among younger buyers
                                                                                                                                                                                                                                                                                                                                                  • Figure 88: Italy: where DIY/home improvement products were bought in the last 12 months, leading non-specialists, by age, March 2021
                                                                                                                                                                                                                                                                                                                                                • Leroy Merlin has remarkable appeal with more affluent households
                                                                                                                                                                                                                                                                                                                                                  • Figure 89: Italy: where DIY/home improvement products were bought in the last 12 months, leading specialists, by net monthly household income, March 2021
                                                                                                                                                                                                                                                                                                                                                • Amazon’s appeal to more affluent households is less pronounced
                                                                                                                                                                                                                                                                                                                                                  • Figure 90: Italy: where DIY/home improvement products were bought in the last 12 months, leading non-specialists, by net monthly household income, March 2021
                                                                                                                                                                                                                                                                                                                                                • COVID-19 related attitudes and behaviours in DIY
                                                                                                                                                                                                                                                                                                                                                  • DIY has been used to kill time
                                                                                                                                                                                                                                                                                                                                                    • Italians learn to appreciate their homes more
                                                                                                                                                                                                                                                                                                                                                      • Online boost
                                                                                                                                                                                                                                                                                                                                                        • Skills boost
                                                                                                                                                                                                                                                                                                                                                          • Figure 91: Italy: COVID-19-related attitudes and behaviours in DIY, March 2021
                                                                                                                                                                                                                                                                                                                                                        • Interest in DIY innovations
                                                                                                                                                                                                                                                                                                                                                          • Strong interest in online tutorials
                                                                                                                                                                                                                                                                                                                                                            • DIY areas in supermarkets could tap into move towards more localised shopping
                                                                                                                                                                                                                                                                                                                                                              • Innovation areas will help to explain new products
                                                                                                                                                                                                                                                                                                                                                                • Remote video assistance likely to continue after pandemic
                                                                                                                                                                                                                                                                                                                                                                  • Figure 92: Italy: interest in DIY innovations, March 2021
                                                                                                                                                                                                                                                                                                                                                                • Women most interested in online tutorials
                                                                                                                                                                                                                                                                                                                                                                  • Figure 93: Italy: interest in DIY innovations, by gender, March 2021
                                                                                                                                                                                                                                                                                                                                                                • Leroy Merlin shoppers most interested in online tutorials
                                                                                                                                                                                                                                                                                                                                                                  • Figure 94: Italy: interest in DIY innovations, by where shopped for DIY/home improvement products, March 2021
                                                                                                                                                                                                                                                                                                                                                                • Appendix – Data sources and abbreviations
                                                                                                                                                                                                                                                                                                                                                                  • Abbreviations
                                                                                                                                                                                                                                                                                                                                                                    • Data sources
                                                                                                                                                                                                                                                                                                                                                                    • Spain

                                                                                                                                                                                                                                                                                                                                                                      • Overview
                                                                                                                                                                                                                                                                                                                                                                        • What you need to know
                                                                                                                                                                                                                                                                                                                                                                          • Key issues covered in this Report
                                                                                                                                                                                                                                                                                                                                                                            • Areas covered in this Report
                                                                                                                                                                                                                                                                                                                                                                                • Figure 95: Coicop classifications used for the Mintel market size
                                                                                                                                                                                                                                                                                                                                                                              • Executive summary
                                                                                                                                                                                                                                                                                                                                                                                • The market
                                                                                                                                                                                                                                                                                                                                                                                  • Consumer spending
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 96: Spain: trends in annual consumer spending on DIY and all items, 2016-20
                                                                                                                                                                                                                                                                                                                                                                                  • Sector size and forecast
                                                                                                                                                                                                                                                                                                                                                                                    • Channels of distribution
                                                                                                                                                                                                                                                                                                                                                                                      • Companies and brands
                                                                                                                                                                                                                                                                                                                                                                                        • Key metrics
                                                                                                                                                                                                                                                                                                                                                                                          • Market shares
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 97: Spain: leading specialist DIY retailers’ shares of all DIY specialists’ sales, 2020
                                                                                                                                                                                                                                                                                                                                                                                          • Online
                                                                                                                                                                                                                                                                                                                                                                                            • The consumer
                                                                                                                                                                                                                                                                                                                                                                                              • Where they shop for DIY products
                                                                                                                                                                                                                                                                                                                                                                                                • Figure 98: Spain: retailers used to purchase DIY products in the last 12 months, March 2021
                                                                                                                                                                                                                                                                                                                                                                                              • COVID-19 related attitudes and behaviours in DIY
                                                                                                                                                                                                                                                                                                                                                                                                • Figure 99: Spain: COVID-19-related attitudes and behaviours in DIY, March 2021
                                                                                                                                                                                                                                                                                                                                                                                              • Interest in DIY innovations
                                                                                                                                                                                                                                                                                                                                                                                                • Figure 100: Spain: interest in DIY innovations, March 2021
                                                                                                                                                                                                                                                                                                                                                                                              • Issues and insights
                                                                                                                                                                                                                                                                                                                                                                                                • COVID-19 brings online shopping boom
                                                                                                                                                                                                                                                                                                                                                                                                  • Lockdown brings renewed interest in home improvement and doing it yourself
                                                                                                                                                                                                                                                                                                                                                                                                    • The market – Key takeaways
                                                                                                                                                                                                                                                                                                                                                                                                      • The economy was hit hard by the pandemic
                                                                                                                                                                                                                                                                                                                                                                                                        • DIY market grew 10% in 2020
                                                                                                                                                                                                                                                                                                                                                                                                          • Specialist DIY retailers decline, but much less than the retail sector as a whole
                                                                                                                                                                                                                                                                                                                                                                                                            • Most spending still goes through the big sheds
                                                                                                                                                                                                                                                                                                                                                                                                              • The housing market is shifting
                                                                                                                                                                                                                                                                                                                                                                                                                • Consumer spending
                                                                                                                                                                                                                                                                                                                                                                                                                  • COVID-19 hits the economy hard
                                                                                                                                                                                                                                                                                                                                                                                                                    • Mintel DIY market size
                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 101: Spain: DIY products – The Mintel market size (including VAT), 2016-20
                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 102: Spain: Mintel DIY market size: estimated breakdown by product category, 2020
                                                                                                                                                                                                                                                                                                                                                                                                                    • DIY-related spending categories
                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 103: Spain: consumer spending in detail (including VAT), 2016-20
                                                                                                                                                                                                                                                                                                                                                                                                                      • Market drivers
                                                                                                                                                                                                                                                                                                                                                                                                                        • Home ownership
                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 104: Spain: tenure types: owners vs tenants, % of households 2011-19
                                                                                                                                                                                                                                                                                                                                                                                                                        • Consumer spending plans
                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 105: Spain: consumers’ planned spending on housing and home, Q1 2018-Q2 2021
                                                                                                                                                                                                                                                                                                                                                                                                                        • Sector size and forecast
                                                                                                                                                                                                                                                                                                                                                                                                                          • Specialist DIY retailers sales decline, but much less than total retail sector
                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 106: Spain: DIY specialists, sales (excluding VAT), 2016-20
                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 107: Spain: DIY specialists, forecast sales (excluding VAT), 2021-25
                                                                                                                                                                                                                                                                                                                                                                                                                          • Inflation
                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 108: Spain: consumer prices* of DIY-related categories, annual % change, 2015-20
                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 109: Spain: consumer prices* of DIY related categories, annual % change, January 2020-March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                          • Channels of distribution
                                                                                                                                                                                                                                                                                                                                                                                                                            • Companies and brands – Key takeaways
                                                                                                                                                                                                                                                                                                                                                                                                                              • Digital sales push helps Leroy Merlin maintain market leadership
                                                                                                                                                                                                                                                                                                                                                                                                                                • Strong recovery in the second-half prompts Kingfisher about-turn
                                                                                                                                                                                                                                                                                                                                                                                                                                  • COVID-19 pandemic accelerates demise of Bricor stores
                                                                                                                                                                                                                                                                                                                                                                                                                                    • DIY specialists’ sector sales increasingly concentrated
                                                                                                                                                                                                                                                                                                                                                                                                                                      • Leading DIY specialists’ aggregate share falls on back of COVID restrictions
                                                                                                                                                                                                                                                                                                                                                                                                                                        • Online DIY sales accelerate
                                                                                                                                                                                                                                                                                                                                                                                                                                          • Leading players
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Mixed fortunes for sector’s leading specialists
                                                                                                                                                                                                                                                                                                                                                                                                                                              • Leroy Merlin triples online sales growth
                                                                                                                                                                                                                                                                                                                                                                                                                                                • Kingfisher’s Iberia exit U-turn
                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Bauhaus tapping into tool rental opportunity
                                                                                                                                                                                                                                                                                                                                                                                                                                                    • ManoMano sales accelerate 120%
                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Out-of-town location helps lift Brico Centro sales 35%
                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Bricoking bets on virtual store to drive sales during COVID-19 lockdown
                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Continuous losses force ECI to downsize Bricor brand
                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 110: Spain: leading specialist DIY retailers: sales, 2016-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Leroy Merlin €67 million branch redesign and store expansion
                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Bricomart opens its 29th store
                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Last remaining Bricor store to close in September 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 111: Spain: leading specialist DIY retailers: outlet numbers, 2016-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Market shares
                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Leading brands tighten their grip on sector sales in 2020…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 112: Spain: leading specialist DIY retailers’ estimated shares of all DIY specialists’ sales, 2016-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                • …but their share of all DIY spending falls as a result of restrictions
                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 113: Spain: leading retailers’ estimated share of all DIY spending, 2016-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Online retailing in Spain
                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Shopping online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Online sales of DIY
                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Leading online players
                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • The consumer – Key takeaways
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • 82% of consumers bought DIY products in the last year
                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Older consumers fuelling the switch to buying DIY products online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Leroy Merlin the most popular destination to purchase DIY
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Amazon the most popular online destination for DIY purchases
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Consumers put an emphasis on home improvement during COVID-19 pandemic
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Women interested in smartphone-enabled DIY innovations to assist shopping experience
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Who shops for DIY products
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Purchasing slightly higher among men than women, but females aged 16-34 are the single biggest buyers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 114: Spain: DIY/home improvement products shoppers, by gender and age, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Homeowners and more affluent consumers the biggest purchasers of DIY and home improvement products
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 115: Spain: DIY/home improvement products shoppers, by net monthly household income and housing situation, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Stores remain paramount in purchasing process, albeit with reduced popularity
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 116: Spain: channels used to purchase DIY products in the past year, by age group, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Significant shift in more at risk older consumers purchasing DIY and home improvement products online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 117: Spain: channels used to purchase DIY products in the past year, by gender and age, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Where they shop for DIY products
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Leroy Merlin by far the most popular DIY destination
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 118: Spain: retailers used to purchase DIY products in the last 12 months, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Amazon ideally positioned to capitalise on shift to shopping online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 119: Spain: retailers used to purchase DIY products in the last 12 months, in-store or online, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Trend data
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 120: Spain: where DIY/home improvement products were bought in the last 12 months, leading specialists and non-specialists, 2017-21*
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • COVID-19 related attitudes and behaviours in DIY
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Extended periods at home spark heightened appreciation of living space
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Consumers find time to carry out home improvement projects by themselves
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • COVID-19 outbreak drives online buying and one-stop shopping to minimise the risk of contagion
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 121: Spain: COVID-19-related attitudes and behaviours in DIY, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Interest in DIY innovations
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Strong appetite for online how-to tutorials
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Specialist DIY outlet areas in supermarkets
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Technology to aid the in-store shopping experience
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Assistance to help overcome the pitfalls of online shopping
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 122: Spain: interest in DIY innovations, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Women interested in smartphone-enabled DIY shopping innovations
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Men keen on in-store DIY concessions
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 123: Spain: interest in DIY innovations, by gender, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Appendix – Data sources and abbreviations
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Abbreviations
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Data sources
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • UK

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Overview
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Key issues covered in this Report
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • COVID-19: market context
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Economic and other assumptions
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Products covered in this Report
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Executive summary
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Disruption sees sharp growth across DIY retailers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 124: Short, medium and long-term impact of COVID-19 on DIY retailing, 13 May 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • The market
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Market size and forecast
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 125: Total DIY/hardware specialist sector size (including VAT), 2015-25 (prepared on 14 May 2021)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Disruption sees big-box DIY specialists regain ground
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Double-digit growth in both DIY specialist and total DIY expenditure
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Huge online growth sees gains at Amazon and leading DIY specialists
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Companies and brands
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • DIY specialists’ mixed performance during COVID-19 crisis
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • One-stop shopping and online fuel non-specialists’ DIY sales
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • COVID-19 pandemic focuses attention on ecommerce innovation
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • The consumer
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • COVID-19 has seen a fundamental shift in shopping behaviours
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 126: Changes to shopping behaviour, 29 April-6 May 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • DIY specialists narrowly top spending
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 127: Where they shopped for DIY products, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Online growth; but in-store remains paramount
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 128: Where they shopped for DIY products, in-store and online, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Structure of projects remains largely consistent despite huge upheaval
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 129: Recent home improvements, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • COVID-19 opens a wave of new demand
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 130: COVID-19 and home improvements, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Extended periods inside bring the home under the spotlight
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 131: COVID-19 and DIY attitudes, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Two thirds of consumers still see room for improvement
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 132: Interest in innovations, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Issues and insights
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • The short-term impact from COVID-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Disruption changes the retailing landscape
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • The long-term impact from COVID-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • A springboard for specialists to boost engagement
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • How specialists can better cater to younger and female consumers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • The opportunity for fashion-forward, trend-driven items
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • The market – Key takeaways
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Double-digit growth in both specialist and total DIY expenditure
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Disruption sees big-box DIY specialists regain ground
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Huge online growth sees gains at Amazon and leading specialists
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Market size and forecast
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Disruption sees sharp growth across DIY retailers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 133: Short, medium and long-term impact of COVID-19 on DIY retailing, 13 May 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • COVID-19 fallout triggers double-digit growth
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Consumers turn to DIY amid extended periods inside…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • …and the rise of flexible living
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • The turn to specialists amid newfound confidence
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Polarised demand
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Continued growth moving forwards
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Longer-lasting implications of the recent landscape shift
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • The need to boost engagement with younger and female consumers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Recovery of bigger-ticket projects
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Ongoing polarisation
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 134: Consumer spending on total DIY/hardware specialist sector size (including VAT), 2015-25 (prepared on 14 May 2021)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 135: Consumer spending on total DIY/hardware specialist sector size (including VAT), 2015-25 (prepared on 14 May 2021)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Market drivers and assumptions
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 136: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared 15 December 2020)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Learnings from the last recession
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 137: DIY specialists’ sales (including VAT), 2007-12
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Forecast methodology
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Market segmentation
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • A year of unprecedented growth for big-box…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • The need to capitalise on this moving forwards
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 138: Shed/big-box specialists’ sector size (including VAT), 2015-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • …while disruption returns growth for smaller specialists
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 139: Other DIY/hardware stores segment (including VAT), 2015-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Disruption sees big-box retailers claw back some share
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 140: Estimated segmentation of DIY specialists (including VAT), 2015-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Consumer spending on DIY products
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Significant growth in total DIY expenditure
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 141: Consumer spending on DIY-related products, 2015-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Tools and equipment were at the forefront of this expenditure…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • …as higher-ticket furniture slips
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 142: Category breakdown of consumer spending on DIY-related products, 2015-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Mintel’s consumer spending market size
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Channels of distribution
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • DIY superstores recover ground amid disruption
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Online pureplay sees greatest gains
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Grocers, discounters, generalists and garden centres gain in-store…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • …as others lose out
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 143: DIY products, estimated channels of distribution, 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • DIY among the biggest movers online in 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Expenditure online nearly doubles
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 144: Estimated online DIY market size (ex VAT), 2016-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Sales grow across the board
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Amazon doubles sales growth
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Homebase growth supported by a new website
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • ManoMano triples sales growth as it carves out a niche
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 145: Estimated online sales, by leading retailers, 2016-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 146: Estimated share of DIY sales, by specialist and non-specialist DIY retailers, 2016-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Market drivers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • The impact of the 2021 lockdown
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • House moves fall by 56.8% in April 2020…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • …before picking up sharply
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 147: Monthly UK residential property transactions, January 2018-March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Increasing numbers of homeowners
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 148: England housing tenure, 2015-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Low inflation encourages greater uptake amid uncertainty
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 149: Annual rate of inflation, CPI, furniture, household textiles & tools and equipment, July 2020-March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Fluctuating spending and plans reveal the polarisation of demand
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 150: Trends in home improvement work done in the last three months and plan to do in the next three months, January 2018-April 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Companies and brands – Key takeaways
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • DIY specialists’ mixed performance during COVID-19 crisis
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • One-stop shopping and online fuel non-specialists’ DIY sales
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Leading brands’ share of sector sales and consumer spend on DIY products shrinks
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • COVID-19 pandemic focuses attention on ecommerce innovation
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Sector advertising expenditure falls 47.2% year-on-year in 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Kingfisher-owned B&Q and Screwfix the standout brands
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Market share
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Leading brands’ share of all DIY specialists’ sales falls in 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 151: Leading DIY retailers’ estimated share of all specialists’ sales, 2016-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Amazon the biggest market share gainer of consumer spending on DIY in 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 152: Leading retailers’ estimated share of all DIY spending, 2016-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Leading specialists
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • B&Q revenue boosted by strong sales of building and joinery products
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Screwfix online sales up 165% as it switches to ‘online-first’ approach at the onset of the COVID-19 crisis
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Tile Giant sold after a challenging 12 months
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Toolstation’s pivot to digital trading drives revenue growth during COVID-19 pandemic
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Showroom closures and reduced demand for big installation projects hit Do-It-For-Me sales at Wickes
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Homebase back from the brink of collapse and now up for sale
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Topps Tiles launches recovery strategy after 2020 revenue slump
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • C Brewer & Sons’ sales impacted by store closures and subdued trade activity
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • eCommerce growth offset dampened store sales at Robert Dyas
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 153: Leading DIY specialists’ sales, 2016-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • B&Q trying new store formats as click-and-collect sales grow
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Screwfix plans to increase the total number of outlets to over 900
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Tile Giant shutters more stores as profits tumble
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Toolstation to open 60 new stores in 2020 and plans another 60 new branches in 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Wickes unveils new digitally led store concept in Cardiff
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Homebase targets urban consumers with high street store format
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Topps Tiles anticipates further store closures
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • C Brewer & Sons expands store network through acquisitions
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Robert Dyas rolls out more one-stop shopping stores
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 154: Leading DIY specialists’ outlets, 2016-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Sales per outlet
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 155: Leading DIY specialists’ estimated sales per outlet, 2016-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Trading disruption from COVID-19 pandemic impacts profitability
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 156: Leading DIY specialists’ operating profit, 2016-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • COVID-19-related costs hit operating profit margins
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 157: Leading DIY specialists’ operating profit margin, 2016-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Leading non-specialists
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Online and one-stop shopping behaviour drive non-specialists’ DIY sales
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Amazon now the second most popular destination for DIY/home improvement purchases
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Discounters benefit from surge in home improvement activity during COVID-19 pandemic
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Increased demand for home and furniture products drives Argos’ sales growth
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Supermarkets’ one-stop grocery and DIY shopping convenience
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 158: Leading non-specialists’ estimated DIY sales (excluding VAT), 2016-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Launch activity and innovation
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • 90-minute DIY home delivery service
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • DIY shopping anytime, anywhere
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Inspirational online DIY experiences
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Virtual DIY design service for housebound customers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Amazon introduces augmented reality home décor feature to visualise products in situ
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Tapping into new opportunities created by the COVID-19 pandemic
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Aldi flexes its DIY muscles with budget-priced Workshop Essentials range
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • ‘Green shopping aisle’ for environmentally friendly DIYers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • New DIY stores and retail concepts
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Advertising and marketing activity
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Total advertising expenditure slumps 47.2% year-on-year in 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 159: Recorded above-the-line, online display and direct mail total advertising expenditure by UK DIY retailers, 2017-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • The big three led by B&Q account for 98% of total sector advertising spend
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 160: Leading UK DIY retailers’ recorded above-the-line, online display and direct mail total advertising expenditure, 2017-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • TV accounts for the biggest share of sector advertising expenditure
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 161: Recorded above-the-line, online display and direct mail total advertising expenditure by UK DIY retailers, by media type, 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Campaign highlights
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • B&Q’s new brand building campaign to reflect the role it has played in transforming homes for the past 50 years
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Wickes taps into influencer marketing with TikTok campaign
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Homebase launches major TV gardening campaign starring Gary the tortoise
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Screwfix Black Friday push and innovative cafés campaign to target on-the-go tradespeople
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Nielsen Ad Intel coverage
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Brand research
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • What you need to know
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 162: Attitudes towards and usage of selected brands, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Key brand metrics
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 163: Key metrics for selected brands, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Brand attitudes: Screwfix provides a great online service and Wilko offers good value
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 164: Attitudes, by brand, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Brand personality: B&Q accessible
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 165: Brand personality – Macro image, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Homebase stylish, B&Q aspirational, Screwfix cutting edge and responsive
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 166: Brand personality – Micro image, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Brand analysis
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • B&Q trustworthy and accessible
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 167: User profile of B&Q, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Screwfix an excellent experience and highly recommended
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 168: User profile of Screwfix, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Wilko good value for money, but basic and lacking style and aspirational appeal
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 169: User profile of Wilko, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Wickes less trustworthy and perceived as somewhat boring
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 170: User profile of Wickes, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Homebase stylish, but expensive
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 171: User profile of Homebase, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Reading word clouds
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • The consumer – Key takeaways
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Extended periods inside open new avenues to market
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • A new crossroads for leading DIY specialists
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Younger consumers are crucial in recent activity and future innovation
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • The opportunity for fashion-forward, trend-driven items
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Impact of COVID-19 on consumer behaviour
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Anxiety eases slightly following third lockdown spike
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 172: Extremely worried about exposure to COVID-19/coronavirus, 4 March-6 May 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • A fundamental change in shopping behaviours
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Older consumers lead the shift in behaviour
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 173: Changes in shopping behaviour, by age, 29 April-6 May 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • The sector is buoyed by redirected spending
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 174: Spending, by sector, 29 April-6 May 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Where they shop
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • 76% of consumers bought DIY products in the past year
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • DIY specialists narrowly top spending
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • B&Q remains the standout…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • …but Amazon and grocers see the greatest gains amid disruption
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 175: Where they shopped for DIY products, 2019-21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Non-specialists benefit from mass appeal…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • …but a number of demographic differences remain
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 176: Where they shopped for DIY products, by age and socio-economic group, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Two thirds shop from more than one retailer
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 177: Repertoire analysis of where they shopped for DIY products, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • In-store vs online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Online growth; but in-store remains paramount
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • B&Q stands unmatched for in-store purchasing
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 178: Where they shopped for DIY products in-store, March 2020 and 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Widespread gains across ecommerce
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • A new opportunity for online-only DIY specialists
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 179: Where they shopped for DIY products online, March 2020 and 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Recent home improvement projects
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Structure of projects remains largely consistent despite huge upheaval…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 180: Recent home improvements, March 2020 and 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • …although this varies across demographics
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 181: Recent home improvements, by age and socio-economic group, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • 47% of consumers undertook two or more projects in the past year
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 182: Repertoire analysis of recent home improvements, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • COVID-19 and home improvements
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • COVID-19 opens a wave of new demand
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 183: COVID-19 and home improvements, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 184: COVID-19 and home improvements, by age, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Transient consumers represent an untapped market for specialists
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • The opportunity for fashion-forward, ‘lifestyle brands’ in home improvement
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Extended periods indoors also see newer sustainable behaviours
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Offering new opportunities for specialists in-store
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • COVID-19 and DIY attitudes
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Extended periods inside bring the home under the spotlight
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Elevating the home, and particularly DIY, over other sectors
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • This spotlight has extended beyond the home’s four walls
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 185: COVID-19 and DIY attitudes, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 186: COVID-19 and DIY attitudes, by age and socio-economic group, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • COVID-19 changes how consumers shop for DIY
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Longer-lasting implications from these changes
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • A mismatch between sentiment and activities among genders…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • …reveals how specialists must better cater to the female market
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 187: Agreement with COVID-19 and DIY attitudes, by gender, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Interest in innovations
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Two thirds of consumers see room for improvement
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Online innovations hold the greater appeal…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • …as housebound consumers look for guidance and assurance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Calls for technology which bridges the gap between stores and housebound consumers…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • …but these could also prove key to stores’ fightback in the coming year…
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Integrating online to streamline the in-store shopping experience
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Demand for multi-mission experiences in-store
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • …and prove an important outlet for newer markets
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 188: Interest in innovations, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Younger consumers spearhead dynamism
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Offering specialists a means to consolidate on recent growth in coming years
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 189: Interest in innovations, by age, March 2021
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Appendix – Data sources, abbreviations and supporting information
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Abbreviations
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Consumer research methodology
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Appendix – Market size and forecast
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Forecast methodology

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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        2024 Sample Consumer Cover

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