Professional brands of construction and installation products and materials may be reluctant to place their brand in purchase channels for consumers, and for good reason. After all the effort to create the image of a professional brand, that image may be damaged when...
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What is going on in the construction, installation and home improvement sectors?
Home improvementOutsourced home improvement jobs may change brands’ playing field
For years, the share of home improvement jobs being outsourced was growing, while the share of jobs done by homeowners themselves was declining. As we saw in a previous article, that trend of Do It Yourself (DIY) versus Do It For Me (DIFM)turned around after 2018....
DIY VERSUS DIFM
More than eight years of continuous research on the European home improvement market has provided us detailed insights on how overarching trends, for instance the ageing of the European population, influence DIY behaviour. Meanwhile, we have gathered substantial...
MORE JOBS MEANS MORE SHOPS – EUROPEAN HANDYMEN’S PURCHASING BEHAVIOUR
In a previous article we presented an image of the average European handyman based on interviews with 1700 handymen from seven European countries. Their uniting characteristic seems to be diversity, not only because they perform a diverse array of...
EUROPEAN CONSUMERS EXPECT TO SPEND MORE ON FEWER HOME IMPROVEMENT JOBS IN 2022
Due to all kinds of restrictions over the past two corona-infested years, people were forced to spend more time at home, had more time on their hands, and were left with budget that would otherwise be spent on going out or holidays. As a result, the amount of home...
SHOPPING EXPERIENCE MOST INFLUENTIAL FOR DIY STORES’ IMAGE
Brand image research is an excellent tool to see how a brand is doing in a certain market sector. That does not only count for brands of home improvement products, but also for the stores in which those products are sold. That is why we regularly measure consumers’...
ONLINE ORIENTATION FOR HOME IMPROVEMENT PRODUCTS DIFFERS PER COUNTRY AND PRODUCT GROUP
Consumers often start their orientation for home improvement products online. In fact, online orientation has become so normal that consumers find it useful for every product category regardless of whether they prefer to buy offline or online. That means...
CONSUMERS ALSO FIND ONLINE ORIENTATION IMPORTANT FOR HOME IMPROVEMENT PRODUCTS BOUGHT OFFLINE
In previous articles, we saw that the share of home improvement products purchased online has grown because of the pandemic. Despite that growth, the lion’s share of home improvement products is still bought offline, although those shares differ vastly per...
PEAK IN ONLINE HOME IMPROVEMENT PURCHASES EXPECTED TO LAST
In previous articles we gave abundant evidence of the impact of the pandemic on the home improvement sector. We have seen that consumers had more reason, time and budget to do home improvement jobs because of being at home more due to corona restrictions. We...
ONLINE MEDIA ORIENTATION – MORE ONLINE SHOPPING FOR HOME IMPROVEMENT PRODUCTS DUE TO CORONA
More online shopping for Home improvement products due to corona As we all know, and most of us have felt, the pandemic has forced many people to stay indoors and work from home. While spending more time at home, people were constantly facing possible points of...
WHAT DOES CORPORATE SOCIAL RESPONSIBILITY MEAN FOR A DIY STORE?
Corporate social responsibility (CSR), the ethical and moral responsibility of a company regarding the economic, environmental and social realms it operates in, is a hot topic for various reasons. Aside from the inherent philosophy of leaving the world in a better shape than you found it, or laws and regulations enforcing certain aspects of corporate social responsibility, it is important because consumers find it important.
THE SWAY OF SUSTAINABILITY WHEN CHOOSING A DIY STORE
Whether to save the planet or to save money, consumers of this day and age are ever more conscious and caring about sustainability, and the European home improvement market is no exception. Brands and retailers have been answering the call by offering an increasing array of sustainable solutions, and are constantly communicating such efforts because the sustainability image is good marketing. But is sustainability important enough to sway consumers’ decisions, for instance when deciding where to buy the supplies they need for their next DIY job? To find out, we focused the Q1 2021 report of the European Home Improvement Monitor (the report will be available shortly) on sustainability, and asked 6,600 European consumers from 11 countries how important they find sustainability aspects when deciding on DIY products, brands and retailers.
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Dirk Hoogenboom
