Ready made reports / European Home Improvement Monitor / Buying behaviour & decision journey Q2 2026
Buying behaviour & decision journey Q2 2026
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. To preview a sample of this report, click here
year
2026
No. of pages
78
Target group
Consumers
Key research topics
Purchase channels - Online performance of DIY stores
Methodology
Based on 927 successful online interviews in native languages
Country scope
Germany, the United Kingdom, France, Netherlands, Belgium, Poland, Spain, Italy, Denmark, Sweden and Austria
Deliverables
Full report in pdf or ppt covering all 11 countries, support from a key account manager in case of questions
Publication frequency
Quarterly
Price
3,500 Euro
What is this report?
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. It also provides an overview of the DIY store brands that are most recognized among consumers, categorized by category.
Furthermore, the report explores the economic landscape of the home improvement sector, examining whether consumers are willing to invest in home improvement projects in the upcoming period, their willingness to hire professionals, and the biggest pain points for consumers when it comes to home improvement projects.
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. To preview a sample of this report, click here
Where can I see how this report looks like?
To make your purchase decision easier, we’ve prepared a sample of the report for you — to preview it, click here.
Additionally, you can contact us for a free demonstration where we will answer all your questions and help you select the most suitable report for your business. To contact us, click here.
Why do you need this report?
This report aims to provide insights into how European consumers tend to purchase products from the home improvement category and to explore the online performance of DIY stores. These insights hold significant importance for DIY stores and manufacturers targeting European customers in this market. With this information at their disposal, businesses can refine their marketing and communication strategies to better engage with the customers. Additionally, understanding the behaviour, preferences, and attitudes of customers in the context of home improvement will streamline data-driven internal discussions, reducing the need for customized research.
How was the research conducted?
This report is based on 927 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 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 aim of this research is to provide insights into purchase channels and the online performance of DIY stores among European customers in the realm of home improvement. The research uncovers the most recognized DIY stores in Europe and whether European consumers tend to make more purchases online or in physical stores.
This study also investigates their pulse regarding home improvement projects, their willingness to hire professionals and the biggest reasons for postponing home improvement projects.
This extensive study aims to provide an in-depth understanding of the current landscape and emerging trends in the ever-evolving home improvement industry. Additionally, the research encompasses an economic analysis of the DIY sector, offering insights into the future behaviour of consumers in this context.
Key questions answered
Which DIY stores are the most well-known among European consumers?
Are European consumers more inclined to purchase home improvement products online or in physical stores?
What are the plans of European consumers regarding home improvement projects, and how much are they willing to spend?
What is the primary factor for postponing home improvement projects?
What is the attitude among European customers when it comes to hiring professionals for home improvement jobs?
Table of content
- Background
- Management summary
- Economic developments
- Future of construction
Frequently asked questions
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What about optimism about the future of the construction industry?
Optimism is far from uniform across Europe: most markets lean positive, but the sizeable neutral and pessimistic shares, particularly in France and Belgium, point to continued uncertainty about the industry’s longer-term outlook.
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Which construction segments are expected to drive future growth?
Growth expectations are concentrated in housing, but the mix differs by market, some lean heavily toward apartments, while others show a broader residential growth pattern across multi-family, single-family and social housing.
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What are key drivers of future construction demand ?
The drivers of future demand vary across markets: housing pressure is central in several countries, while Italy and France place greater emphasis on climate adaptation and the energy transition.
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Which construction segments expected to undergo the greatest transformation ?
Expected transformation is concentrated in residential construction, reinforcing housing as a key area of future industry change.
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Which trends are shaping the construction industry over the next decade?
AI is emerging as the dominant future trend in several markets, while France stands out for climate adaptation and Spain for its stronger focus on off-site construction.
How our amazing clients describe us
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.
Daniel Angelovski
Group insights manager at VELUX
The specialized insights in the Home Improvement Monitor are a great source of input for our industry analysis.
Experts in charge of reports
Dirk Hoogenboom
Head of New Business Development & Sales
Reinier Zuydgeest
Managing Director
Contact us
Send us a message
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PHONE
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3062 MA Rotterdam