No. of pages
Key research topics
Consumer needs & willingness to invest in sustainability
Based on 6.635 successful online interviews in native languages
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
What is this report?
This report provides a comprehensive overview of the home improvement industry, focusing specifically on European consumers. Within the report, you'll gain insights into how customers view sustainable home improvements, what motivates them, and the significance they place on sustainability. Additionally, the report delves into consumer needs and preferences, exploring their choices between online and traditional methods. Furthermore, the report examines the economic development of the home improvement sector, offering valuable insights to refine, enhance, or develop your business, communication, and marketing strategies targeted at European DIY consumers. Our research is based on quantitative telephone interviews with 6,000 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 will provide key insights into the trends in willingness to invest in sustainable solutions in European households and consumers orientation. These insights will be particularly valuable for DIY stores and manufacturers targeting consumers within this market. With this information business, marketing and communication strategies can be optimized to fit into current market demand. Furthermore, understanding customers’ behaviour, preferences and attitudes toward sustainability will facilitate fact-based internal discussions without the need for custom research.
How was the research conducted?
This report is based on 6.635 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 DIFM vs. DIY, sustainability, branding, digitalisation of the sector, purchase channels and many more.
What is included in this report?
The primary focus of this research is to provide key insights into the willingness of customers within the DIY sector to invest in household sustainability. The report delves into consumer attitudes and examines the extent to which they are inclined to embrace environmentally friendly products, materials, and practices. Furthermore, the report also investigates what consumers want and prefer when choosing between online and traditional methods. This comprehensive research offers a deep understanding of the current status and emerging trends within the dynamic home improvement industry. It also covers the economic development of the DIY sector and provides information on consumer behavior in the near future.
Key questions answered
How much are customers in the home improvement industry willing to invest in sustainability in their homes?
Which are the most common products that customers in the home improvement industry choose to make their houses more sustainable?
Do customers in the home improvement industry care about buying sustainable products?
Which DIY stores are most associated with sustainability among customers?
How do customers search for information on making their homes more sustainable?
How many households are planning on making home improvements in the near future?
Table of content
- European developments
- European overview
- Country overview
- Home improvement per category
Frequently asked questions
Are home improvement consumers interested in improving their home energy efficiency?
In 2023, 50% of consumers are interested in improving their homes.
What are the most commonly used products among DIY consumers for making their homes more sustainable?
LED lighting is the most prevalent sustainability measure in all countries; Eco-paints are popular in Poland.
What is the primary driver among consumers in the home improvement industry when it comes to sustainability?
Saving money is the most important driver for sustainability measures in all countries.
How do customers in the home improvement industry typically gather information on sustainability?
Customers are most likely to seek information by consulting professionals (53%) or searching online (46%).
What are the biggest barriers for customers in the home improvement industry when it comes to making sustainable improvements within their homes?
Expensive prices/ lack of budget are clearly recognized as the biggest barrier that is preventing more sustainability improvements.
How our amazing clients describe us
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.
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.