Market report
Understand where consumers prefer your brand
Explore Branding Q3 2025 for research on private-label and A-brand preferences in home improvement. Compare consumer attitudes, product categories and country differences to assess where brand positioning or retailer-owned ranges need a more focused commercial response.
Blogs I published 17 January 2024 I Dirk Hoogenboom
European consumers are almost evenly split in their preferences for private labels vs A-Brands for home improvement products
In our Q3 2023 report of the European home improvement monitor, we measured the preference of European consumers when it comes to private labels vs A-brands for DIY products. Interestingly, the preferences of consumers is almost evenly divided with 39% preferring an A-Brand versus 38% preferring an private label. This didn’t change much compared to 2022 (38% vs 38%).
When looking at differences between various age groups, it’s clear that the younger generation, aged 18 till 34, have a higher preference for A-brands (42%) then older generation, aged 55+ (35%).
Furthermore, there are major differences between the various home improvement product groups. The product groups where on average European consumers have the highest preference for A-brands are boilers (55%), paint (51%) and locks (49%).
On the other hand, the preference for private labels is the highest for brushes & rollers (59%), masking tapes (56%) and duct tape (55%).
Overall, the preferences of European consumers remain relatively stable. In the same report, we also asked about the attitude towards private labels. On this aspect, we do see a stronger development towards a more positive attitude towards private labels. The interesting conclusion could be that a more positive attitude towards private labels, doesn’t directly translate towards a stronger preference (yet). This also points to the importance of branding in the home improvement market.
The insights you are reading have been extracted from the European Home Improvement Monitor, a quarterly research publication through which we regularly assess the state of the home improvement market. This research represents the opinions of consumers from 11 European countries. Each report tracks the number of jobs being done, the amount spent, and key trends shaping the market, including e-commerce, the shift from DIY to DIFM, orientation behaviour, sustainability, branding, and more.
You can also explore our latest editions of the European Home Improvement Monitor here.
Tailored market research
Find the categories where your brand matters
Consumer preference changes with the product, perceived risk and shopping context. USP can help assess your brand’s position, identify distinct buyer groups and investigate the value consumers assign to the alternatives in your category.
Branding Research
Measure awareness, preference and perceived quality for your brand against private-label competitors, focusing on the categories and countries important to your business.
Market Segmentation Research
Identify consumers with different brand loyalties, product expectations and buying habits to avoid treating all home-improvement shoppers as equally open to alternatives.
Pricing Research
Research the premium consumers are willing to pay for your brand and how category-specific expectations affect the value of private-label alternatives.
Read more
03 July 2026 I Dirk Hoogenboom
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15 January 2024 I Reinier Zuydgeest
Consumers continue to have a more positive opinion about private labels for home improvement products
12 December 2024 I Henri Busker
Handymen Radar – Private Labels vs. Branded Products
13 May 2025 I Dirk Hoogenboom