Growing European home improvement market in 2015, despite disappointing Q3 & Q4
Last year European consumers performed more home improvement jobs than in 2014. However, the second half of 2015 was disappointing.
The share of households that conducted a home improvement job in this period decreased compared to the same period 2014. The share of home improvement jobs that were done by professionals has increased throughout the whole year. This information is taken from USP Marketing Consultancy’s latest European home improvement study, a month-to-month indicator for European home improvement jobs based on 26,400 interviews per year.
The barometer shows that last year the peak in home improvement was in the first half of the year. The season started early, in March, and took off in the following months showing a significant increase. Unfortunately, this reflected on the results later that year. Especially in August and September fewer home improvement jobs were done compared to the previous year. This in contrast to the relatively high consumer confidence in that period. Still, last year consumer spending on home improvement increased in most of the countries. This has been the effect of a higher average spending per job.
The barometer is part of the European Home Improvement Monitor, a study providing insight in the amount of home improvement jobs performed by consumers and professionals in eleven European countries. The barometer below indicates the share of households that had a home improvement job on a European level. This includes do-it-yourself jobs and jobs that were done by professionals. The consumer confidence on a European level is also shown in the figure (page 1) because they are often related.
For more information on the European Home Improvement Monitor, please feel free to contact me directly at hoogenboom(at)usp-mc.nl
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