For years, the share of home improvement products that are purchased in DIY stores remained stable in Europe. During the pandemic, that share went down slightly due to restrictions for physical stores, while the share of online sales and thus the share of the pure...
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What is going on in the construction, installation and home improvement sectors?
Home improvementNEW HABITS The online shopping boom of DIY products has stabilized at the pandemic peak level
The pandemic was as strange a time for the home improvement market as it was for any and all. Due to COVID restrictions, physical stores were closed or only open in a limited capacity during lockdowns of various lengths in almost all European countries. Meanwhile,...
THE TREND CONTINUES People still do many home improvement projects, also after the pandemic
The pandemic was a huge boost for the amount of home improvement people did. Consumers had more reason and time to do DIY jobs because of being at home more due to corona restrictions. On top of that, they had more budget available for home improvement, budget...
Will the market run out of painters, and should we be worried?
Labour shortage is one of the major challenges the European professional paint industry is facing. Because the outflow of labour, mainly due to retirement, exceeds the inflow of labour in the form of new generations of painters, labour shortages are an ever increasing...
Social media inspire consumers to do home improvement
Although the majority of home improvement products is bought offline, an ever increasing part of the customer journey is happening through digital channels, including social media. About half of the European consumers search for information on home improvement...
Optimising the online journey for brands of home improvement products more important than ever before
Online orientation for home improvement products has been on the rise for many years now. Almost half of consumers search for information on home improvement products online, even though the majority of these products are bought off-line. For manufacturers and brands...
Digital media are becoming more important to reach European painters
Painters can be quite traditional, for instance in the ways and channels through which they acquire information and inspiration. Be that as it may, the population of painters is constantly evolving and developing, not only due to market trends like sustainability or...
Impact of gas prices on European households
In the last months of 2021, gas prices started rising rapidly in Europe and continued to do so. Since the Russian invasion in Ukraine at the end of February 2022, gas prices have increased even faster. These increased prices affect all markets and industries in some...
Targeting professional handymen through consumer channels
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...
Outsourced 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...
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