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Ready made reports / European Home Improvement Monitor / Branding Q3 2022

Branding Q3 2022

Discover the power of branding in the home improvement sector. Explore how strong branding influences consumer preferences and purchase decisions.



No. of pages


Target group


Key research topics

Branding and the future for name brands and private labels in home improvement


Based on 6.604 successful online interviews in native languages

Country scope

Germany, the United Kingdom, France, Netherlands, Belgium, Poland, Spain, Italy, Denmark, Sweden and Austria


Full report in pdf or ppt covering all 11 countries, support from a key account manager in case of questions

Publication frequency



3,150 Euro

What is this report?

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. Additionally, the report explores the economic landscape of the home improvement sector and reveals whether customers are willing to undertake home improvement jobs and to what extent. This data can aid you in refining, enhancing, or developing your branding strategies for the DIY consumer market in Europe. Our research is based on online interviews conducted with 6,604 European consumers across Germany, the United Kingdom, France, the Netherlands, Belgium, Poland, Spain, Italy, Denmark, Sweden, and Austria.

Why do you need this report?

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.

How was the research conducted?

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.

What is included in this report?

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.

Key questions answered

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?

Table of content

  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

Frequently asked questions

  1. Which European DIY store has the highest overall customer satisfaction score in Europe?

Leroy Merlin has the highest overall satisfaction score in Europe, followed by Castorama in second place and Hubo in third place.

  1. Which DIY stores score the highest in quality of products, shopping experience, service and advice, attractive price and sustainability?

Leroy Merlin is the best recognized when it comes to quality of products service and advice, Castorama is the best in the shopping experience category and sustainability and Jem & Fix is the best when it comes to the most attractive prices.

  1. What is the customer's attitude toward private labels in DIY stores?

More and more consumers prefer private labels for home improvement products. Half of them prefer private labels, while the other half prefer A-brands.

  1. In which European countries do DIY store customers prefer A-brands, and in which do they prefer private labels?

A-brands are most often preferred in Poland and Spain, while private labels are favoured in Austria and Germany.

  1. Are customers willing to spend less on home improvement, and if so, why?

General price increases caused by inflation are also the biggest expected cause of spending less on home improvement, followed by the current financial situation.

How our amazing clients describe us

Daniel Angelovski

Group insights manager at Velux

Their specialized insights through the European contractor monitor and European architectural barometer provide a level of industry knowledge that is otherwise challenging to obtain.

Caroline Roque

EMEA Consumer and Market insights, Manager 3M Consumer Business Group

The USP team has very strong expertise in the construction and home improvement markets. We are using their detailed home improvement monitor reports very extensively.

Experts in charge of reports

Dirk Hoogenboom

Manager Sales & Marketing

Reinier Zuydgeest

Managing Consultant

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