DIY versus DIFM Q4 2021

This report aims to provide insights into how European consumers prefer to undertake their home improvement projects: whether they choose to hire a professional or do it themselves (DIY vs. DIFM). These insights are of 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 their customers. Additionally, understanding the behaviour, preferences, and attitudes of customers in the context of home improvement will facilitate data-driven internal discussions, reducing the need for customized research.

This report is based on 6.667 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 aim of this research is to provide insights into the willingness of European consumers to undertake home improvement projects by themselves versus hiring professionals. The research uncovers their readiness to invest in home improvement projects, the amount they are willing to spend, and which generation tends to invest more and seek professional help for their 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.

Why is there an increase in European consumers planning to start home improvement projects in 2021?
Which generation among European consumers is more willing to hire professionals for home improvement jobs?
For which types of home improvement jobs do consumers hire professionals the most?
Depending on household income, which types of home improvement jobs are consumers willing to invest in?
What is the amount European consumers are willing to invest in home improvement projects in the near future?

1. Key insights 
2. European 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