explore our market researches

Market reports

See all
usp

News 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.

 

Fresh Insights Await

Our latest reports

Delve into the newest findings across various market segments, crafted for a cutting-edge overview. Explore our latest reports, brimming with up-to-date data, trend analyses, and in-depth examinations, all tailored to provide you with a comprehensive understanding of the current market dynamics.

Construction

Home Improvement

Installation

Construction

Trends in material usage Q1 2024

2024 102 pages

Explore the evolving trends in material usage among European architects in Q1 2024. Delve into the factors driving material preferences and the impact on construction aesthetics and sustainability.

Construction

Media orientation H2 2021

2024 161 pages

Explore the media engagement patterns of contractors to optimize your marketing strategies. Dive into a pool of insights that unveils how contractors interact with different media channels.

Construction

European Green Deal Q4 2021

2024 88 pages

Explore the impact and reception of the European Green Deal among architects. Understand how the initiative is influencing architectural practices and sustainability measures.

Construction

BIM Q4 2023

2024 246 pages

Key insights regarding the BIM usage and behaviour of European architects, and our latest future building volumes prognoses

Construction

Purchase Channels H2 2023

2024 123

Explore the buying and ordering behaviour among contractors in H1 2023. Uncover the key channels used, share-of-wallet and much more.

Construction

Behavioural segmentation and media usage report 2023

2023 75 pages

This report provides a comprehensive overview of purchase behaviour, products, and media usage, specifically focusing on European handymen. It delves into how handymen use media, and for what purposes, and examines their habits and preferences in terms of purchasing behaviour.

Home Improvement

DIY versus DIFM Q4 2021

2024 113 pages

This report is a must-have if you’re in the home improvement industry. It provides a wealth of information on the behaviour of DIY and DIFM consumers, their motivations, and the factors that influence their purchasing decisions.

Home Improvement

DIY or DIFM Q4 2023

2024 70

Explore the prevailing trends between DIY and DIFM in Q4 2023. Understand consumer preferences and the factors influencing their choice between DIY and DIFM.

Home Improvement

Branding Q3 2023

2023 93 pages

This report offers an extensive overview of the home improvement industry, with a focus on branding and the most popular brands within different categories. Within this report, you will gain insights into how customers perceive home improvement brands and what motivates them to buy certain products.

Home Improvement

Purchase channels Q2 2023

2023 114 pages

The European Home Improvement Monitor offers valuable insights on purchase channels in the European home improvement industry, examining the evolving preferences and behaviors of consumers across traditional retail and emerging online platforms.

Home Improvement

Rise of digital natives Q1 2022

2022 120 pages

Explore the impact of digital natives on the home improvement sector in Q1 2022. Discover how digitalization is shaping consumer behaviors and market trends.

Home Improvement

Purchase Channels Q2 2022

2022 124 pages

Uncover the prevalent purchase channels in the home improvement sector during Q2 2022. Delve into consumer preferences and the factors influencing their purchasing decisions.

Installation

Sustainability Q1 2024

2024 81 pages

Delve into sustainability trends in the home improvement sector in Q1 2024. Discover consumer preferences and the shift towards eco-friendly home improvement solutions.

Installation

BIM Q1 2024

2024 84 pages

Installation

Sustainability Q1 2024

2024 99 pages

The European Electrical Installation Monitor report provides a detailed analysis of the sustainable solutions in the installation industry. This report specifically focuses on sustainability aspects in the industry.

Installation

Challenges toward sustainable future Q4 2021

2024 111 pages

Installation

Purchase channels Q4 2021

2024 106 pages

Delve into the training needs within the electrical installation sector. Understand the areas requiring skill development to meet the evolving demands of the industry.

Installation

European Heat Pump Monitor: Homeowners’ insight

2024

The European Heat Pump Monitor: Homeowners’ insight is an annual survey based on about 4.000 online interviews with homeowners, conducted in 8 European countries. The report covers a range of topics, relevant to understand the sentiments, buying behaviours, concerns, and evolving needs of the target group. It includes 8 country-specific insights, with cross-country comparisons, and provide guidance for shaping successful and sustainable strategies for business growth.