Stay ahead of the curve and secure future growth for your business with Mintel’s UK DIY Retailing Market Report 2024. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry. Get a 360° view of the UK DIY retail market including market size, share and forecasted growth to help you align your business strategy with the needs of your audience.
This report looks at the following areas:
- The size of the DIY specialist sector within the UK, including market segmentation by type of DIY specialist
- Leading DIY specialists and non-specialists in the UK and their share in the market
- Types of DIY retailers visited and what channel is being used for DIY purchasing
- Types of DIY projects, consumers are completing, and by whom
- Actions taken prior to starting a DIY project
- Behaviours towards DIY projects
- Consumer interest in future innovations impacting the DIY sector
DIY Retail Market – Current Landscape
DIY specialist retail sales fell by 1.1% in 2023, with 1.7% growth forecast in 2024. 2023 witnessed increased demand for smaller-ticket projects like painting and decorating as many sought a feel-good boost by injecting their personal style into their homes alongside weaker demand for bigger-ticketed projects as consumers naturally looked to cut back in the face of financial pressure.
- UK DIY market size: Total spending on DIY products fell by 1.6% in 2023, however specialist DIY sales are forecast to grow 16% between 2024-29.
- UK DIY market share: Kingfisher is overall the largest player within the UK DIY market, with B&Q the individual largest player.
DIY Retailing Market Trends and Opportunities
In 2024 we expect an improvement in confidence, particularly among higher earners, to see some recovery in bigger-ticketed projects. With DIY specialist retail sales expected to grow by 16% by 2029, the biggest threat to the sector is competition from non-specialists such as Amazon. Non-specialists saw strong growth in 2023 as they were perceived to be more affordable and convenient for DIYers; in turn, DIY specialists have and continue to invest heavily in their multichannel offerings to meet modern shopper demands.
Technology can enhance the experience of DIY shoppers, with some DIY retailers investing in AI and last-mile fulfilment to offer a more convenient and accessible experience, reducing the belief that DIY projects are time-consuming and challenging.
More About This Report
This report is designed to give an overview of the UK DIY and home improvement market. This includes forecasts covering future developments, in-depth consumer analysis using our own data, and a look at the key players in the market.
Two DIY market sizes are provided within this report.
- The first is provided in the Market Size and Performance and Market Forecast sections and cover the specialist DIY/hardware store market, including a five-year forecast. This excludes sales to trade shoppers.
- The second market size is covered in the Consumer Spending on DIY Products section and covers total consumer spending on all DIY products. This market size includes elements of spending on materials, furniture, furnishings and carpets, appliances, tools and equipment, as well as gardening products.
Meet The Expert
This report is written by Bridget McCusker. Bridget joined Mintel in October 2022 as a Research Analyst covering Retail focusing on home. Originally from Boston, US, Bridget holds a BSc in International Trade & Marketing for the Fashion Industries from the Fashion Institute of Technology. She relocated to London in 2021 to pursue her MSc in Global Affairs at King’s College London.
Improved financial confidence, particularly among high-income consumers, should mean more opportunities for DIY retailers in the coming year and an uptick in demand for bigger-ticket DIY projects.
Bridget McCusker
Research Analyst
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Executive Summary
- Opportunities for the DIY market
- Social media can further enhance engagement with the DIY sector
- Retailers can better support the needs of renters
- DIY retailers can better utilise AI for convenience
- Market dynamics and outlook
- Market size & forecast
- Market predictions
- Total consumer spending on DIY fell 1.6% in 2023
- Graph 1: category breakdown of consumer spending on DIY-related products, as a percentage of total spending, 2019-2024
- DIY specialist sector sees a decline in sales in 2023
- Graph 2: DIY specialist retail sales (including VAT), 2020-24
- Specialist DIY sales forecast to grow by 16% between 2024 and 2029
- Online DIY demand boosted by cost-of-living crisis
- Graph 3: estimated online DIY market size (ex VAT), 2019-23
- What consumers want and why
- DIY specialists make small gains in 2024
- Graph 4: types of retailers shopped with when purchasing DIY products in the past year, 2021-24
- In-store the most popular way to buy, but online purchasing continues to grow
- Graph 5: where they shopped for DIY/home improvement products, by channel, 2020-24
- Demand for lighter-end projects remains stronger than heavy-end
- Graph 6: recent home improvements, 2022-24
- Majority of DIYers are taking on their own DIY projects
- Graph 7: whose carried out recent home improvements in the last 12 months, 2024
- Actions taken prior to completing a DIY project
- Graph 8: actions taken prior to completing a DIY project, 2024
- DIYers engage in DIY projects for a variety of reasons
- Graph 9: behvaiours towards DIY projects, 2024
- DIY innovations can make DIY demand more accessible
- Graph 10: services customers would like to see when taking on a home improvement project, 2024
- Retailer activity
- Big-box DIY specialists continues lead
- Graph 11: DIY products, estimated channels of distribution, 2024
- B&Q has the strongest brand trust
- Graph 12: trust and differentiation of leading DIY retailers, 2024
- Kingfisher embraces AI as it launches an AI-powered chatbot
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Market Dynamics
- Consumer spending on DIY products
- Mintel’s DIY market sizes
- Consumer spending on DIY remains soft
- Spending remains muted across all categories in 2023
- Graph 13: category breakdown of consumer spending on DIY-related products, as a percentage of total spending, 2019-2024
- Major sporting events likely a boost to smaller-ticket DIY demand
- DIY specialist market size and segmentation
- DIY specialist sector sees a decline in sales in 2023
- Graph 14: DIY specialist retail sales (including VAT), 2020-24
- Demand expected to remain soft for specialists in 2024
- Big-box specialists record two-consecutive years of decline after peak-pandemic trade
- Big-box specialists expected to regain some share of specialist market in 2024
- Graph 15: estimated segmentation of DIY specialist sector, 2019-23
- Market forecast
- Specialist DIY sales forecast to grow by 16% between 2024 and 2029
- DIY demand in 2024 to remain soft…
- …before significant improvement in the property market from 2026 onward creates stronger demand
- Online DIY market size
- Online remains the growth channel in DIY
- Drive for value a boost for the online channel
- Graph 16: estimated online DIY market, (ex VAT), 2019-23
- Specialists can use brand expertise to fight back against online-only players
- Macro-economic factors
- Falling inflation has reduced pressure on household finances
- Graph 17: CPI inflation rate, 2021-24
- Consumer sentiment: wellbeing is up but the recovery has slowed
- Graph 18: the financial wellbeing index, 2016-24
- Consumer confidence continued to trend upwards
- Graph 19: the financial confidence index, 2016-24
- Higher interest rates raise mortgage rates…
- Graph 20: mortgage rates forecast for the UK by quarter, 2019-24
- … impacting willingness to invest in the home
- Graph 21: recent and planned spending activity, 2024
- Housing transactions drop in 2023
- Graph 22: number of property residential transactions with a value over £40,000 completed in the UK, 2019-24
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What Consumers Want and Why
- DIY retailers shopped with
- 85% of consumers have purchased DIY products in the past year
- DIY specialists remain popular amidst recent years of economic uncertainty
- Younger consumers are more likely to shop with non-specialists
- DIY specialists remain a favourite for older consumers
- Graph 23: DIY retailer used by age group, 2024
- B&Q remains the most popular place to buy DIY products…
- Graph 24: retailers shopped with when purchasing DIY products in the past year, 2021-24,
- … as it continues to invest in its multi-channel proposition
- DIY demand influenced by financial situation
- Graph 25: DIY retailer used by financial situation, 2024
- Channel used to purchase DIY products
- The majority of DIY shoppers still shop in-store
- Graph 26: where they shopped for DIY/home improvement products, in-store and online, 2020-24
- Multi-channel offerings remain key for DIY retailers
- Graph 27: where they shopped for DIY/home-improvement products, in-store and online, 2024
- Amazon remains a favourite for online DIY purchasing
- Graph 28: DIY retailers used online by area, 2024
- Home improvements undertaken in the past year
- Smaller-ticket DIY work drops back a little
- Graph 29: recent home improvements, 2022-24
- Bigger-ticket projects are more popular for those in healthy financial situations
- Graph 30: recent home improvements by financial situations, 2024
- Who carried out home improvements in the past year
- Just under two-thirds of DIY shoppers have completed DIY projects themselves
- DIYers feel confident in completing a DIY project
- Graph 31: who carried out recent home improvements in the last 12 months, 2024
- Majority are taking on DIY projects themselves
- Graph 32: DIY projects completed, by who carried out the work, 2024
- Mortgage holders and renters are more likely to take on DIY projects
- Graph 33: whose completed a diy project based on home ownership, 2024
- Actions taken when planning a home improvement project
- Price remains paramount for DIY shoppers…
- … while the hands-on experience remains valuable
- Younger consumers are using social media prior to taking on a DIY project
- Graph 34: actions taken prior to completing DIY project by age group, 2024
- Shoppers more likely to look to external guidance for bigger-ticket projects…
- Graph 35: actions taken prior to completing DIY project by type of DIY project, 2024
- …with more affluent consumers ready to invest
- Attitudes towards DIY
- DIY retailers must cater to a diverse set of consumer needs
- Renters are more interested in temporary updates
- Graph 36: behaviours towards DIY projects based on housing situation, 2024
- Finances can dampen DIY intentions
- DIYers embrace own-label ranges
- Value-focused behaviours resonate with high earners
- Graph 37: “Exclusive discounts would make me become a member of a DIY retailer’s loyalty scheme”, by income, 2024″
- Graph 38: “I’m happy to buy from a retailer’s own-brand DIY range” by income, 2024
- Interest in services for future DIY projects
- Convenience remains paramount for DIY innovations
- Graph 39: services customers would like to see when taking on a home improvement project, 2024
- Homeowners want to be connected with professionals…
- Graph 40: services customers would like to see when taking on a home improvement project, by home ownership, 2024
- … while renters are keen to utilise rental services
- Parents are interested in convenience when it comes DIY projects
- Graph 41: services customers would like to see when taking on a home improvement project, by parental status, 2024
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Retailer activity
- Leading specialists
- Market leader Kingfisher performance dragged down by subdued B&Q sales
- Wickes retail sales edge up 0.6% in Q1 2024
- Increasing focus on trade customers driving Toolstation sales
- Homebase reportedly up for sale again
- Topps Tiles unveils new growth strategy as sales decline
- Kingfisher, the owner of B&Q and Screwfix, the UK’s leading DIY specialist by revenue
- Operating performance damaged by cost-of-living headwinds
- B&Q to open more city centre stores and Screwfix on track to reach 1,000 stores
- Wickes store investment delivering sales uplifts
- Kingfisher bid for Homebase stores and Brewers celebrates 200th store milestone
- Screwfix averaging one store opening each week
- Leading non-specialists
- Amazon the leading non-specialist in the DIY retail sector
- B&Q pull out of Asda and Lidl recruit Hollywood A-lister to push its DIY tools
- Arnold Schwarzenegger the new face of Lidl’s Parkside DIY tool range
- Lower cost home improvement solutions help boost discounters DIY sales
- Amazon DIY sales estimated at nearly £1.3 billion
- Market share
- Big-box DIY specialists continues lead
- Graph 42: DIY products, estimated channels of distribution, 2024
- Amazon moves up in ranks
- Launch activity and innovation
- Kingfisher launches AI-powered DIY assistant to support customers with their DIY projects
- Screwfix teams up with Deliveroo
- Homebase brings parcel locker convenience to customers
- Toolstation launch new loyalty scheme
- B&Q energy saving hubs
- Wilko introduce tool and equipment rental service
- Homebase launches BNPL options
- App connects DIYers with expert advice in real-time
- Pinterest brings its website to the high street with “Possibility Place”
- Advertising and marketing activity
- Total sector advertising expenditure up 30% in 2023
- Graph 43: total recorded above-the-line, online display and direct mail total advertising expenditure by DIY retailers, including online DIY stores, by media type, 2022
- B&Q remains leader for above-the-line spending
- Wickes targets female DIYers
- Screwfix promotes efficiency of its click-and-collect service
- TV accounts for one-third of advertising expenditure
- Graph 44: total above-the-line, online display and direct mail advertising expenditure by UK DIY retailers, including online DIY stores, by media type, 2023
- Homebase helps gardeners find the ideal plants for their homes
- B&Q rebrands Leap Day into a DIY day
- B&Q silences home improvement doubts with latest campaign
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Brand Research
- B&Q has highest lifetime usage
- Graph 45: leading DIY retailers, brand awareness, 2024
- Kingfisher stores come highly regarded
- Graph 46: leading DIY retailers, experience and intention to recommend, 2024
- B&Q has the strongest brand trust
- Graph 47: trust and differentiation of leading DIY retailers, 2024
- B&Q and Wilko offer a good value for shoppers
- Graph 48: attitudes toward leading DIY retailers, 2024
- B&Q invests into its in-store and digital channels
- Graph 49: leading DIY retailers, macro brand image, 2024
- Homebase is seen as stylish but expensive
- Graph 50: leading DIY retailers, macro brand image, 2024
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Appendix
- Supplementary data
- DIY specialists make small gains in 2024
- Graph 51: where they shopped for DIY/home improvement products, broad categories, 2021-24
- Actions taken prior to completing a DIY project
- Graph 52: actions taken prior to completing a DIY project, 2024
- Behaviours towards DIY projects
- Graph 53: behvaiours towards DIY projects, 2024
- DIY consumer spending market size methodology
- Methodology: Consumer Spending on DIY
- Market forecast data and methodology
- All DIY specialist retail sales: market size and forecast
- All DIY specialist retail sales: market forecast prediction intervals
- Forecast methodology
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Methodology
- Consumer research methodology
- Nielsen Ad Intel coverage
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