Orientation & usage of new digital tools Q1 2026

This report aims to shed light on European home improvement market developments, including product category penetration, spending, and brand selection timing. 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 digital native 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.

This report is based on 6.600 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 on the European home improvement market developments, including product category penetration, spending, and brand selection timing It seeks to uncover how these customers purchase home improvement products and which digital channels play a pivotal role in their decision-making process. By exploring consumer attitudes, this study delves deep into the factors that shape their preferences when it comes to acquiring home improvement items. Spanning across 11 European countries, the research also investigates consumer preferences within specific product categories.

This extensive study aims to provide an in-depth understanding of the current landscape and emerging trends in the ever-evolving home improvement industry. It places a particular emphasis on the influence of digital channels and their impact on consumer behavior within this sector. Additionally, the research encompasses an economic analysis of the DIY sector, offering insights into the future behavior of consumers in this context.

Which online sources do European customers mostly use for orientation when it comes to home improvement projects?

What role does social media play among digital natives in home improvement projects?

Which channels have the most influence on design choices among European customers in home improvement projects?

Which websites lead in online orientation among European customers in the home improvement realm?

What is the percentage of households in Europe that have undertaken home improvement projects?

How much does the average European household spend on home improvement projects?

Which home improvement products are most commonly searched for online?

1. Key insights 
2. European developments 
3. Rise of digital natives 
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