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.