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.

Why do you need this report?

This report aims to provide insights on how European consumers tend to purchase products from the home improvement category and to explore 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 is this 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.

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?

What is included in the 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 behavior of consumers in this context.

Key questions answered in this report:

• 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?