Home Improvement Brands and Private Labels vs. A-Brands

Home improvement projects are a bit of a mixed bag. On the one hand, there’s a certain satisfaction to making your home homier. Getting there, on the other, is a whole other matter. Think staying on budget, DIY-mishaps, or, quite simply, endless options at the hardware store. Choosing the right product for your current projects is sometimes easier said than done.

Most of us have trusted big-name brands: the ones we recognize, those that have been around forever and the ones that make us feel like we’re getting good quality. But over the last 20 years or so, things have changed. Private labels – store brands that are often cheaper – are popping up all over home improvement stores. They’re tempting, especially if you’re on a budget. But are they really as good as big-name brands? And what does this shift mean for how we shop? Let’s break down the differences between A-brands and private labels, and explore what they mean for brand and retail strategies.

The comparisons below distinguish attitudes, stated preferences and responses to price increases. The main country and category findings come from the Q3 2023 European Home Improvement Monitor; a separate section covers the private-label webinar discussion published in July 2026.

Why is Branding Important?

When it comes to home improvement, most of us don’t just grab products off the shelf without doing a little research first. Whether it’s tools, paint or fixtures, we want items that will last and get the job done right. This is where strong branding comes into play – it gives us the reassurance that we’re making the right choice. Here’s why that matters.

Standing Out is Tough

New products hit the market all the time, and features that were once unique get copied by competitors in no time. It’s becoming harder for any product to truly stand out based on what it does alone. But a recognizable brand helps customers remember your product.

Price Matters More Than Ever

Home improvement projects add up quickly, so many shoppers are on the lookout for affordable options. Price sensitivity in branding is a delicate balancing act, but helps consumers either feel good about spending a little more for quality and reliability or come to terms with shorter-use, budget-friendly options.

Private Labels Are Closing In

Store brands aren’t what they used to be – they’ve stepped up their game. They offer decent quality at lower prices, making it harder for A-brands to justify their cost based on features alone. While a strong brand name still carries weight, consumers see less and less value in A-brands in and of themselves.

Online Orientation

With so much information available online, shoppers do their homework before making a purchase: they’ll compare prices, read reviews and weigh out their options. When products seem equal, a strong brand will be a tie-breaker in their decision.

The Evolution of the Home Improvement Market: 2023 Findings

Walking into a home improvement store used to mean seeing a lot of familiar brand names. A-brands were the big players, the ones that built their reputations on quality and reliability. Whether it was power tools, hardware or paint, you likely gravitated toward the names you knew.

For example, if we look at Europe in 2023, there’s no denying that power tools are synonymous with Bosch, Velux is top-tier for roof windows and Grohe leads in bathroom products. The rise of private labels has shaken things up a bit – there’s a surprising preference in bathroom products for B&Q throughout the UK. Nowadays, DIY stores offer their lines of products at much lower prices. They might not have the same name recognition, but often look pretty similar to the big brands while going for a smaller price.

The result? Consumers have developed a more positive opinion towards them, rising from 51% approval in 2022 to 53% in 2023. This holds especially true for Spain and Netherlands, where positive outlooks reach up to 63% and 60% respectively. We see the lowest numbers in Austria, Denmark and Poland, where positive opinions stand at 46%, 48% and 48% respectively, meaning private labels are giving A-brand a run for their money.

Positive Opinion Is Not the Same as Brand Preference

In contrast, the share of consumers with a negative opinion about private labels decreased from 8% in 2022 to 3% in 2023.

Delving deeper into consumer attitudes reveals an interesting generational pattern. The younger demographic, often grappling with tighter budgets, exhibits a more positive outlook towards private labels. In the age group 18–34, 57% of consumers have a positive opinion of private labels for home improvement products, versus 50% for the 55+ age group. This affinity is likely correlated with their relatively lower income levels, positioning private labels as a practical and economical choice for home improvement needs.

It’s important to note that a more positive opinion towards private labels doesn’t necessarily mean that consumers are shifting in mass towards buying and using private labels. That being said, the continued positive opinion of European consumers towards private labels for home improvement products indicates that the potential for private labels will continue to grow in the future.

Key Trends in Private Labels

The expectancy is that private labels will continue to slowly increase in popularity. There’s a couple of reasons why.

DIYers have always been budget-conscious, but with rising material costs and inflation, consumers are looking for affordable options that won’t break the bank. Next, many private labels now offer improved quality and a higher level of product development, making them a viable choice for those wanting reliability without the premium price tag. As private labels gained traction, consumers started to trust them more, especially when they came from well-known DIY retailers, who have the advantage of knowing what sells well and why. By analyzing sales data and using it to fill in potential gaps – much like Amazon does – they can refine and optimize their private label offerings to better meet customer needs.

Stated Brand Preferences: Q3 2023

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 are almost evenly divided with 39% preferring an A-Brand versus 38% preferring a 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 to 34, have a higher preference for A-brands (42%) than the 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.  

Country and Category Differences in the 2023 Findings

In the 2023 findings, we see that both A-brands and private labels have their place in the home improvement market. Polish and Spanish consumers show a higher preference for A-brands (50% and 48% respectively), while France and Austria have a higher home-brand rate (44% and 47%).

For specific products, some categories show a stronger preference for A-brands, such as boilers, paint, locks, roof windows, and security cameras. Meanwhile, garden tools, plugs, duct tape, masking tape, brushes and rollers tend to lean towards private labels.

A-Brands Aren’t Going Anywhere

Even with the rise of private labels, A-brands will continue to make up a sizable portion of the market because of a strong reputation for quality. The competition will keep heating up, and both will need to adapt to meet changing consumer needs.

Private Labels Could Keep Growing

As consumers become more price-conscious, and quality of features continues to advance, private label popularity could also continue to grow. We’re also seeing A-brands launch their own private labels to have two pricing strategies in the same place.

Mid-Tier Brands Could Struggle

Brands that fall in the middle – neither as premium as A-brands nor as cheap as private labels – may have a harder time finding their footing as consumers lean towards either the high or low ends of the spectrum.

How Shoppers Responded to Price Increases

The private-label webinar discussion published in July 2026 described a different question: how shoppers responded to higher prices. Its fieldwork period and response bases were not specified, so these figures are reported separately from the Q3 2023 attitude and preference measurements.

Our research shows that European shoppers didn’t exactly run screaming into the arms of the cheapest available alternative. They devised a mix of workarounds before changing brand allegiances.

Nearly a third of the market simply absorbed the price shock. These consumers looked at the premium price tag, accepted the margin hit to their wallet and threw the exact same name-brand product into their basket. About 22% of buyers introduced a friction-filled research phase. They started comparing specs, reading reviews and checking if the premium justified the price tag. Over a fifth of consumers decided to upstage retail logistics; they kept their brand loyalty but ditched the retailer, opting for competing banners or rival e-commerce platforms.

Fifteen percent of the market opted out of the transaction entirely. Rather than trading down to a cheaper store brand, they put off the project in the hope that macro pricing would stabilize. Fourteen percent protected brand affinity by scaling down their project scope. They bought strictly to immediate need, shrinking the average basket size while maintaining the premium SKU brand.

Only a marginal 3% of consumers abandoned their brand on the spot. Consumers will rather alter how they buy, where they buy and when they buy than fundamentally alter what they buy.

These are reported responses to price increases, not private-label market shares. They should not be added together or compared directly with the 2023 preference percentages.

Age Differences in Purchasing Responses

Only 19% of the 18–34s kept their purchasing habits intact. Among consumers aged 55+, the reported figure was 47%.

This is a different measure from the 2023 results: a younger consumer can hold a positive opinion of private labels, prefer an A-brand for a particular purchase and still change where or when they buy.

Divide the Battlefield, Don’t Defend It All

The conversation around private labels is more about consumers making calculated decisions than cheap vs. quality options. For products such as duct tape or a paint brush, saving money can be attractive. But for a boiler or front door lock, saving money becomes secondary to knowing things will perform over time. So, private labels aren’t replacing national brands. They’re replacing them selectively.

For retailers, that means growing a private label where it naturally belongs instead of forcing it into any and every given category. For manufacturers, the message is just as clear. Products should be difficult to replace – you get there through engineering, warranties, installer confidence and proven performance.

Conclusion

In the world of home improvement, the choice between A-brands and private labels used to come down to what you value most: quality or cost. A-brands offered peace of mind with their long-standing reputations, but with private labels becoming increasingly attractive thanks to their affordability and improving quality, the choice isn’t as clear-cut anymore. With Europe striking a balance between both ends, it’s important to keep track of market movements in order to follow further developments.

As the DIY world keeps shifting, it’s good to stay in the loop. If you’re looking for more tips or just want to get on top of key information, check out our webinars and blogs. We’re here to help!