Handyman Insights Monitor

European handymen; where do they buy their products and what brands do they prefer?

One core, but many times overlooked, target group in the European construction market is the professional handyman. They go by various names in the different European countries, handymen, white van guys and multi-skilleers to name a few. What they all
have in common is that they are smaller contractors (1 till 4 fte) that are not specialised in doing one particular job, but offer a wide variety of services.

This group is gaining importance in the European construction and installation industry as the labour shortage &  high order books at specialised craftsmen and high demand for construction and installation services are creating a mismatch in supply
and demand. The handymen can/are playing a vital role to fill in this void.

This is why USP Marketing Consultancy decided to set up the first European handyman monitor, annual research focussing on the handyman in 7 European countries. The first topic we wanted to cover is the buying behaviour of European handymen and their brand
preferences.

One of the key outcomes is that handymen have a relatively low overall brand awareness for most product groups covered in the report and they are more focused on product availability. In the full report, we provide brand funnels (awareness, usage and
preference) for many different product groups.

In terms of the most used buying channel on a European level,  this is the general building material wholesale with 88% of handymen buying from this channel and spending 47% of their share of wallet here. In the full report, we break down all the
channels on a European and country level.

Here is a short video overviewing the report: