Branding 2021

For the first time since we have started measuring the preference of consumers towards A brands vs private labels, more European consumers are preferring private labels over A brands for their home improvement products.

Remarkably, it’s not only the younger generation, which typically has lower budgets available, but that is also most positive about private labels. Also, consumers with a lot of DIY experience have become more positive.

This is one of the conclusions of the Q3 2022 report on branding the European home improvement monitor.

In the full report, we look at many aspects concerning branding. Besides the preference regarding A-brands and private labels, we have also asked the consumers to rank the major DIY stores in terms of performance and we measured the aided brand awareness and usage of various product categories like paint, sealants, power tools, bathroom products and many more.

This report, based on 6.600 successful interviews with consumers in 11 countries, will provide key insights on branding (both of product groups and DIY stores), preferences of private labels vs A-brands, expected spending on home improvement in the future, current spending and much more.