Branding Q3 2022

This report aims to provide valuable insights into the brand preference among customers in the home improvement sector. These insights hold significant value for DIY stores and manufacturers targeting consumers within this market. Armed with this information, businesses can fine-tune their marketing and communication strategies to align with current market demand effectively. Furthermore, comprehending customers’ behaviour, preferences, and attitudes concerning the branding context will streamline data-driven internal discussions, negating the requirement for customized research.

This report is based on 6.604 successful online interviews with consumers in European countries: Germany, the United Kingdom, France, Netherlands, Belgium, Poland, Spain, Italy, Denmark, Sweden and Austria. This research is conducted quarterly with the reports covering different key topics in the home improvement industry like media orientation, DIFM vs. DIY, sustainability, branding, digitalisation of the sector, purchase channels and many more.

The primary objective of this research is to provide valuable insights into whether European consumers prefer private labels or A-list brands within the realm of home improvement. It delves into consumer attitudes, investigating the key factors that shape their choices when it comes to their purchasing behavior in DIY stores. Encompassing home improvement trends across 11 European countries, this study also explores consumers’ preferences for specific brands in different categories.

This comprehensive research offers an in-depth understanding of the current landscape and emerging trends within the dynamic home improvement industry, particularly in the context of brand types. It also includes an analysis of the economic developments within the DIY sector and provides insights into consumer behavior in the near future.

Do DIY store customers prefer A-list brands or private brands, and why?

In which countries do DIY store customers prefer A-list brands, and in which do they prefer private brands?

Which type of customers are more inclined to do home improvement jobs themselves, and which are more willing to seek professional help?

Which types of home improvement jobs are primarily undertaken by individuals themselves rather than by hiring professionals?

Which brands receive the highest customer satisfaction scores, and in which categories?

1. Key insights 
2. European developments 
3. Branding 
4. European overview 
5. Country overview 
   1. Austria 
   2. Belgium
   3. Denmark
   4. France
   5. Germany 
   6. Italy
   7. The Netherlands
   8. Poland
   9. Spain
   10. Sweden
   11. The UK
6. Home improvement per category