News I published 15 September 2021
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 also saw that the materials and tools necessary to carry out those home improvement projects were increasingly bought online due to the precarious health situation and shops being closed or their stocks diminished as a result of the pandemic.
As that pandemic was shared by the world entire, it seems a safe estimation that we are all ready to be done with the past year and look to the future again. In the European home improvement market specifically, that means estimating whether dramatic changes during the pandemic, like a significant but slightly forced increase in online purchases, are likely to persist or not in time to come.
Because we are as anxious as you are to know what comes next, we asked the 6.800 consumers from 11 countries who we interviewed for the Q2 2021 report of USP Marketing Consultancy’s European Home Improvement Monitor about their outlook on the future as well. The results are now available in the Q2 2021 report, which focused on the online orientation of consumers of home improvement products, aside from the regular quarterly economical update of the home improvement market.
Almost a third of European consumers expect to keep buying online in the future
We are all yearning to go back to normal, but the normal we are about to get back to is not exactly the normal we had before this milestone pandemic started. Surely, many people that used to buy their home improvement products in shops will do so again, but some may continue to buy online.
The European jump from 27% to 37% of home improvement products bought online during the pandemic was quite dramatic. After what we have all been through, we could imagine that as we exit the pandemic, we want everything to go back to how it was before. Be that as it may, the share of European consumers that expect to continue to buy online after the pandemic is significantly larger than the share that bought online before this whole corona thing started.
Clearly though, this permanence is not as strong in every country. In countries like Poland and Italy, the pandemic seems to have awoken more online shoppers that expect to persist in the future than in Belgium, where consumers are more likely to go back to the pre-corona situation. Despite country differences though, the pandemic has definitely awoken more online consumers.
Even conservative consumers were forced to experience online convenience
A very logical explanation for a more permanent increase in online shoppers for home improvement products is that the pandemic even forced people to shop online that would normally never do so. That also means they were forced to experience the convenience of ordering from their couch, insight into stock availability, having orders delivered to their doorstep, and maybe even better prices.
The pandemic moved people to do more home improvement jobs, even people who were never into them before, and some of them have experienced the joy of it and may continue doing more home improvement projects in the future. In the same way, some people that would not even try shopping online in normal circumstances may stick to it after having been forced to experience its conveniences.
The trick for manufacturers of home improvement products is to find out the best ways to reach those people. To find out how to do that, we refer you to the Q2 2021 report of USP Marketing Consultancy’s European Home Improvement Monitor which focuses on the online orientation of consumers of home improvement products in 11 European countries.
Read more
16 October 2024 I Henri Busker
The Building Blocks of Prefab: Key Materials
11 October 2024 I Dirk Hoogenboom
Rethinking European Construction: Prefab Trends
24 September 2024 I Jeroen de Gruijl
Blockchain, AI, AR and IoT – Architects’ Outlook
24 September 2024 I Dirk Hoogenboom
Future Developments in Construction Still Far Away
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
Special reports
Construction
Prefab H1 2024
2024 63 pages
Discover the adoption rate and benefits of prefabrication technology among European contractors in H1 2024. Understand the driving forces behind prefab usage and its impact on project efficiency and cost-saving.
6,300 Euro
Construction
Sustainability 2024
2024 72 pages
Painter Insight Monitor 2024 will focus on understanding the specific needs, preferences, and challenges faced by painters when it comes to sustainable products.
10,815 Euro
Construction
Importance of branding & branding funnels 2024
2024 62 pages
This report offers a comprehensive overview of importance of branding and branding funnels with a specific focus on European handymen. Brand behaviour is covered for each country, showing purchasing power, differences regarding quality, sustainability, online shopping, innovation-habit and private labels,
8,400 Euro
Construction
Future of construction Q2 2024
2024 82 pages
Explore the evolving future in construction sector among European architects in Q2 2024. Delve into the factors driving material preferences and the impact on construction aesthetics and sustainability.
1,850 Euro
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.
1,850 Euro
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.
6,300 Euro
Home Improvement
Purchase channels Q2 2024
2024 90 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.
3,150 Euro
Home Improvement
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.
3,150 Euro
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.
3,150 Euro
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.
3,150 Euro
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.
3,150 Euro
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.
3,150 Euros
Installation
Smart & Connected Products Q2 2024
2024 120 pages
This report provides a comprehensive view of the attitudes of installers toward smart building solutions, specifically among electrical installers and their clients. In the report, you will find insights into the installers' experiences with installing smart products and the willingness of end users to invest in such solutions, as well as their motivations and pain points.
3,150 Euro
Installation
Smart and connected products Q2 2024
2024 129
This report provides a comprehensive view of the attitudes of installers toward smart building solutions, specifically among HVAC installers, plumbers and their clients. In the report, you will find insights into the installers' experiences with installing smart products and the willingness of end users to invest in such solutions, as well as their motivations and pain points.
3,150 Euro
Installation
BIM Q1 2024
2024 84 pages
The European Mechanical Installation Monitor report provides a detailed analysis of the plumbing and HVAC industry. This report specifically focuses on BIM adaptation in the industry.
2,650 Euro
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.
3,150 Euro
Installation
Challenges toward sustainable future Q4 2021
2024 111 pages
2,650 Euro
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.
3,150 Euro
Special reports
European Sustainability Report 2024
2024 51 pages
This report provides in-depth insights based on triangulation of key market information and data as well as data from USP Marketing Consultancy’s key monitors that are carried out year in, year out. The focus of this report is on the most important stakeholders within the construction industry, namely architects, contractors, electrical and HVAC installers within The United Kingdom, The Netherlands, Belgium, Germany, Poland, France, Italy, and Spain.
3,950 Euro