USP Marketing Consultancy

Browse Market Reports:

European Home Improvement Monitor

Comprehensive Insights into the behaviour of European home improvement market customers. The European Home Improvement Monitor is a quarterly published market research publication that is based on extensive research involving a large sample of customers from different European countries.

Available reports

Reports are published quarterly covering various key trends and are available below:

Q3 2023

Branding 2023

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. The report also reveals which DIY stores score the highest in customer satisfaction and their attitudes toward private labels versus A-list brands.

Q2 2023

Purchase channels

This report offers a comprehensive overview of the home improvement industry, with a primary focus on the purchase channels among European consumers and the online performance of DIY stores. Within this report, you will gain insights into consumer attitudes toward online and physical stores, and understand their preferred methods of purchase and the reasons behind these preferences.

Q1 2023


The report delves into consumer attitudes and examines the degree to which they are inclined to embrace environmentally friendly products, materials, and practices. By providing crucial insights into the demand for sustainability in the industry, this research sheds light on the extent of consumer willingness to adopt eco-friendly options.

Q4 2022


This report provides valuable insights into the European home improvement market, including consumer behavior and market trends, which can help inform product offerings, marketing strategies, and business operations in the DIY and DIFM segments.

Q3 2022


The Q3 2022 report on branding the European home improvement monitor reveals that, for the first time, more European consumers prefer private labels over A brands for their home improvement products, including those with DIY experience and across all age groups.

Q2 2022

Purchase Channels

Gain valuable insights into European consumers’ buying habits for home improvement products with the European Home Improvement Monitor’s comprehensive analysis of purchase channels.                                                      

Quarterly Report Delivering Invaluable Insights into the Evolving Consumer Landscape of the European Home Improvement Market

The European Home Improvement Monitor is a comprehensive, quarterly report that provides insights into the latest trends and consumer preferences in the European home improvement market. Covering everything from purchase channels to sustainability, this report is an essential resource for anyone in the industry. The consumer is much better informed and more decisive than ever when it comes to home improvement products. It is key to understand their wishes and customer journey.

Navigating the Digital Shift: The European Home Improvement Monitor Provides Key Insights

Digitalization is rapidly changing the way consumers orientate and how they purchase home improvement products. This trend makes “pull marketing” much more important. The consumer becomes more and more decisive in the DMU. The European Home Improvement Monitor provides key information on how consumers orientate themselves to your category. How digital are they and what are the differences by country? Need-to-know Information is vital for a good marketing strategy.


  • 600 online interviews per quarter per country among consumers
  • Annually, 26,400 successful online interviews
  • The survey was conducted in 11 countries, including Belgium, the UK, France, Germany, Italy, the Netherlands, Poland, Spain, Denmark, Austria, and Sweden

KEY TRENDS are being investigated:

  • E-commerce
  • Shift from DIY towards DIFM
  • Changing consumer journey
  • Developments are reported by country and by product category

Comparing Home Improvement Markets Across Europe: The Comprehensive Analysis of the European Home Improvement Monitor

The European Home Improvement Monitor is conducted in 11 countries with the same methodology and questionnaire. Not only the trends can be compared country by country, but also by product category. Our customers are often Multinational companies who need to receive comparable data for the countries in which they are active. We deliver a cross-country comparison. This information is highly valuable to assess market conditions and sales feedback. The European Home Improvement monitor provides insights into what is shaping the home improvement market. These insights will help you develop a strong fact-based market strategy, and cut costs on your consumer surveys.

€ 3,150 Single report 8 countries / € 9,450 Annual subscription

Download the research factsheet

Find out what topics and what countries we cover

European Home Improvement Monitor

This report will provide key information on the multiyear developments of the purchase behaviour (channel usage, including online buying) both on a general level and on a product specific level. This report also covers many key insights on the sustainability behaviour of consumers. For example, what actions did consumers already take to improve their houses? What products or solutions did they already install? What products are they interested in, and what do they expect to improve on their homes in the next 12 months? What are the key drivers and barriers?

Clients of the Home Improvement monitor:

Contact us

For more information about this or any other research please contact our experts below:

Contact our expert:

Dirk Hoogenboom

Contact our expert:

Maja Markovic



Customer satisfaction

How to increase your turnover through customer satisfaction?


The more distinct your brand is, the more valuable it will become.

Customer journey

A customer journey is a customer's personal experience with your company.

Product development

Provide your product development and design team with end-user insights

Market exploration

Gain the insights you need to be successful in new and potential markets


Pricing is and always has been the biggest profit driver. We help you setting the right prices for your product


Better understand the unmet needs of you (potential) customers, identify growth opportunities and reach your target group in an effective way.

Market size

Quantify the potential returns of your investment by understanding the market size and setting realistic sales targets for new and potential markets

Driver analysis

Know which elements of the customer experience have the most impact on overall satisfaction, recommendation, and retention.



​Read our articles based on the insights from our Market Reports. 

Case Studies

Market Research Case Studies and industry experience can bring background and thought to any research project.

Market reports

The following researches are available covering various markets.

About us

About what we do, our organization and our people.

About USP

What we do, in words and numbers.

Our team

The people who make USP.

Our vacancies

We have different challenging roles.