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Marktrapporten / European Home Improvement Monitor / Branding Q3 2023

Branding Q3 2023

This report offers an extensive overview of the home improvement industry, with a focus on branding and the most popular brands within different categories. Within this report, you will gain insights into how customers perceive home improvement brands and what motivates them to buy certain products.

year

2023

No. of pages

93

Target group

Consumers

Key research topics

Branding and evolution of private labels

Methodology

Based on 6.614 successful online interviews in native languages

Country scope

Germany, the United Kingdom, France, Netherlands, Belgium, Poland, Spain, Italy, Denmark, Sweden and Austria

Deliverables

Full report in pdf or ppt covering all 11 countries, support from a key account manager in case of questions

Publication frequency

Quarterly

Price

3,150 Euro

What is this report?

This report offers an extensive overview of the home improvement industry, with a focus on branding and the most popular brands within different categories. Within this report, you will gain insights into how customers perceive home improvement brands and what motivates them to buy certain products. The report also reveals which DIY stores score the highest in customer satisfaction and their attitudes toward private labels versus A-list brands. Additionally, the report explores the economic landscape of the home improvement sector and reveals whether customers are willing to undertake home improvement jobs and to what extent. This data can aid you in refining, enhancing, or developing your branding strategies for the DIY consumer market in Europe. Our research is based on online interviews conducted with 6,614 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 valuable insights into the brand preference among customers in the home improvement sector. These insights hold significant value for DIY stores and manufacturers targeting consumers within this market. Armed with this information, businesses can fine-tune their marketing and communication strategies to align with current market demand effectively. Furthermore, comprehending customers’ behaviour, preferences, and attitudes concerning the branding context will streamline data-driven internal discussions, negating the requirement for customized research.

How was the research conducted?

This report is based on 6.614 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 objective of this research is to provide valuable insights into whether European consumers prefer private labels or A-list brands within the realm of home improvement. It delves into consumer attitudes, investigating the key factors that shape their choices when it comes to their purchase behaviour in DIY stores. Encompassing home improvement trends across 11 European countries, this study also delves into consumers’ preferences for specific brands in different categories.

This comprehensive research offers an in-depth understanding of the current landscape and emerging trends within the dynamic home improvement industry, particularly in the context of brand types. It also includes an analysis of the economic developments within the DIY sector and provides insights into consumer behaviour in the near future.

Key questions answered

What is the share of home improvement projects in European households in Q3 2023?

Which DIY stores stand out the most among European consumers in terms of general satisfaction, shopping experience, product quality, attractive prices, service & advice, and sustainability?
What is the attitude of European consumers towards private labels in DIY stores compared to A-brands?
What is the attitude of European households towards home improvement projects?

Table of content

  1. European developments 
  2. Branding 
  3. European overview 
  4. 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
  5. Home improvement per category

Frequently asked questions

  1. Which DIY store brand has the highest general satisfaction score among European consumers?

Leroy Merlin maintains the highest general satisfaction score in Europe, with Castorama in second place

  1. What do European consumers think about private labels in the DIY shops compared to the A-brands?

Half of the consumers have a positive opinion about private labels for home improvement products. The younger generation is more favourable towards private labels, likely due to their lower income.

  1. When are European consumers more inclined to choose A-brand labels over private labels in DIY stores, and vice versa?

On the European level, consumers significantly prefer A-brands over private labels for products like boilers, paint, locks, and roof windows. Conversely, private labels are preferred for tapes (duct, masking) and brushes and rollers

  1. What is the major reason for the cancellation of home improvement projects among European households?

Financial reasons are the primary factor for cancelling home improvement, repair, or maintenance projects.

  1. Which generation tends to plan new home improvement projects among European households?

When initiating 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

USP provides very specific and robust insights which inform our plans and reinforce our story-telling

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

Consistently reliable insights from a long-term partner

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

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