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Ready made reports / European Home Improvement Monitor / Purchase channels Q2 2023

Purchase channels Q2 2023

The European Home Improvement Monitor offers valuable insights on purchase channels in the European home improvement industry, examining the evolving preferences and behaviors of consumers across traditional retail and emerging online platforms.



No. of pages


Target group


Key research topics

Purchase channels - Online performance of DIY stores


Based on 6.604 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


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 into how European consumers tend to purchase products from the home improvement category and to explore the 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 was the 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 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.

What is included in this 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 behaviour of consumers in this context.

Key questions answered

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?

Table of content

  1. Key insights 
  2. European developments 
  3. Purchase channels
  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

Frequently asked questions

  1. Which DIY webshop is the most frequently mentioned among European consumers?

Leroy Merlin is the most frequently mentioned website for home improvement products in three surveyed countries: France, Italy, and Spain.

  1. How many European households tend to buy their home improvement products via Amazon?

The share of households that purchased via Amazon has increased in all countries, most significantly in Belgium at a rate of 8% and in Sweden at a rate of 7%

  1. Do European consumers prefer to buy DIY products online or in physical stores?

  • Shopping in physical stores is perceived as more entertaining than shopping online. Furthermore, physical stores provide better advice on home improvement products compared to online stores and are perceived as more inspiring.
  • In European countries, consumers are most positive about spending on home improvement.
  1. What is the main reason European consumers cancel home improvement projects?

Financial reasons are the biggest factor for the cancellation of home improvement, repair, or maintenance projects across different countries, with 50% of consumers stating this. The second reason is their schedule and timing, according to 22% of consumers.

  1. Which generation of European consumers are more eager to start with home improvement projects?

When it comes to starting new home improvement projects, the younger generations have more plans than the 55+ group.

How our amazing clients describe 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

Contact us

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