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Ready made reports / European Home Improvement Monitor / DIY or DIFM Q4 2023

DIY or DIFM Q4 2023

Explore the prevailing trends between DIY and DIFM in Q4 2023. Understand consumer preferences and the factors influencing their choice between DIY and DIFM.



No. of pages


Target group


Key research topics



Based on 6.676 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 a thorough summary of the home improvement sector, with a specific focus on European consumers. It explores customer perceptions of household improvements, their main driving factors, and the importance of eco-friendliness in their choices. Covering both DIY and DIFM approaches, it examines anticipated home improvement projects for the year 2024. Moreover, it analyses the economic context of this industry. These findings serve as valuable insights for refining business strategies, communication, and marketing efforts targeted at the European DIY consumer market. The research draws from online interviews with 6,608 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 will provide valuable observations on the trends concerning the decision-making process between DIY projects and professional hiring for home improvements within European homes. These insights will be particularly advantageous for DIY stores and manufacturers aiming to capture the attention of consumers in this market. Armed with this knowledge, businesses can fine-tune their marketing and communication strategies to better resonate with current market needs. Furthermore, comprehending customer behaviors, preferences, and attitudes regarding the choice between DIY and hiring professionals will support data-informed internal deliberations, potentially obviating the necessity for bespoke research.

How was the research conducted?

This report relies on 6,676 productive online interviews conducted with consumers across various European nations, including Germany, the United Kingdom, France, the Netherlands, Belgium, Poland, Spain, Italy, Denmark, Sweden, and Austria. This ongoing research is conducted on a quarterly basis, covering a range of pivotal topics within the home improvement sector, such as consumer preferences, the contrast between DIFM and DIY approaches, sustainability considerations, branding, digitalization trends, purchase channels, and more.

What is included in this report?

The primary objective of this study is to present crucial insights into the preferences of European customers regarding the DIY (Do-It-Yourself) or DIFM (Do-It-For-Me) approaches in home improvement endeavours. It thoroughly investigates consumer attitudes, analysing the key factors that influence their decision-making between DIY and professional services. Additionally, the report encompasses the anticipated and planned home improvement initiatives that consumers aim to pursue in 2023. Moreover, it spans home improvement patterns across 11 European nations, exploring consumers’ inclinations towards products and tools for these projects. This extensive research offers a comprehensive understanding of the current landscape and evolving trends within the dynamic home improvement sector. It also scrutinizes the economic progression of the DIY industry and provides insights into forthcoming consumer behaviors.

Key questions answered

What type of products and tools are mostly used in home improvement jobs in European households?

What are the current DIY trends? 

How much are people in European households willing to house improvement jobs themselves? 

When do people in European households choose to hire professionals to do house improvement jobs? 

What is the main reason people in Europe choose the DIY or DIFM approach?

Table of content

  1. Key insights 
  2. Economic developments
  3. DIY vs. DIFM
  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 
    1. Paint 
    2. Adhesives 
    3. Adhesives/glues 
    4. Sealants 
    5. Power tools

Frequently asked questions

  1. How many European households plan to do home improvement jobs by themselves?

Similar to the previous year, Approximately a third of European households plan to do the home improvement jobs themselves. 

  1. Why do European households hire professional help for home improvement jobs?

Especially in the younger generation, they often state the lack of time as an important barrier to doing home improvement jobs. Overall a lack of experience doing DIY jobs is an important driver as well.

  1. When people from European households decide to do the house improvement jobs themselves, what is the main driving factor?

Compare to the younger generation, the older generation are more often renovators and do their home improvement by themselves. Furthermore, DIY home improvement is less expensive than hiring professionals to do the job, especially in Germany and Belgium.

  1. Do European households expect to spend more on home improvement in 2024?

More spending on home improvement jobs is expected in 2024, with the biggest spending increase being expected in Italy and Netherlands.

  1. What is the main barrier to hiring professionals to do house improvement jobs among European households?

The main barrier to hiring professionals is them being too expensive, which is especially the case in Austria, France, Sweden and UK .

What our clients say about 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

Manager Sales & Marketing

Reinier Zuydgeest

Managing Consultant

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