Rapid online growth for home improvement products, while DIY stores retain a strong position
The market for home improvement products is characterized by omnichannel developments. The most often used purchase channel for European consumers is the DIY store. Furthermore, the share of the online shops has risen considerably. That is one of the results of the Q3 report from the European Home Improvement Monitor, with the theme 'Love Brands'. The European Home Improvement Monitor is based on 26,400 online interviews with European consumers from eleven countries.
The DIY shops are growing slightly
Nearly half of all DIY purchases of European consumers are done in DIY stores in the third quarter of 2017 (48.7%). This is an increase compared to the same period in 2016, with 46.3% of the products being purchased in DIY stores.
Share of purchases at online shops has almost doubled
In the third quarter of 2017, European consumers bought almost twice as many DIY products from online shops like Amazon, Ebay and Bol.com. Approximately 8% of all DIY purchases by European consumers are now purchased via this channel. Regarding online buying, front runners are Germany and the United Kingdom, with the share of purchases at online shops above 10%.
Less purchases in specialty stores
The share of purchases in specialty stores is just below 10%. Compared to Q3 2016, the number of purchases is 2.6% lower in the same quarter of 2017. This is of course a European average, large differences can be observed per country. In Belgium, Italy and Spain substantially more purchases are made at specialty stores than in other European countries.
Share buy-it-for-me decreases
The percentage of 'Purchased by professional' has decreased in recent years. The share of DIY vs DIFM has been stable for several years. This means that when consumers hire a professional, they often buy the products themselves.
In recent years there have been shifts when it comes to purchases in the home improvement market by European consumers. The most important purchase channel in Europe, with regard to the number of purchases, remains the DIY store. This share has declined in the past 3 years, but in Q3 2017 this declining trend has been broken. The number of purchases by European consumers at online shops has risen in the past 3 years and continues to rise in 2017.
The importance of online orientation for home improvement products
Online orientation is still growing Depending on the type of home improvement product, consumers decide wh... Read more
Electrical installation companies in Europe are thriving, both in t...
Q1 2018 turnover balance highest for the Netherlands, but positive for all major European countries Instal... Read more
BIM usage and availability of software in the installation sector
Dutch HVAC installers clearly ahead The awareness and usage of BIM is already the highest in the Netherlan... Read more