What is this report?

Detailed analysis of the European home improvement market, with a specific focus on the Do-it-yourself and Do-it-for-me segments.

ABOUT THE EUROPEAN HOME IMPROVEMENT MONITOR
Detailed analysis of the European home improvement market, covering key trends, consumer behavior, and market dynamics.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?

Why do you need this report?

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. With this information, you can make informed decisions about your product offerings, marketing strategies, and business operation.

How is this research conducted?

• The research for this report was conducted through an online survey of over 26,000 European consumers.
• The survey was conducted in 11 countries, including Belgium, UK, France, Germany, Italy, The Netherlands, Poland, Spain, Denmark, Austria, and Sweden.
• The report’s findings were then analysed by a team of expert researchers and consultants to provide actionable insights and recommendations.

What is included in the report?

The report covers various topics, including consumer behaviour, spending patterns, and market trends. 

Additionally, the report provides insights into consumer motivations, product preferences, and the factors that influence purchasing decisions.

Chapter 1: Key insights This section provides insights into the European DIY market based on the results and our market knowledge, real in-depth look in what to expect from the results, as well as an outstanding country specific results.

Chapter 2: Theme chapter Each quarter different theme topics are covered. These themes are comparable each year so we can map out the key trends.

Chapter 3: Product category insights This chapter provides key information and specific insights on the theme part for your product category. A list of the available product categories is shown on the next page.

 Key questions answered in this report

• The expectation of hiring professionals for home improvement jobs in the coming 2 years
• Reasons to hire a professional for your home improvement jobs more often in the next two years
• Reasons to expect to do home improvement jobs yourself more often in the next two years
• The type of home improvement projects consumers expect to do within the next 12 months
• The sustainability improvements consumers expect to apply within the next 12 months
• Expectations for 2022, do they expect the number of home improvement jobs to be more, the same or fewer than in 2021?