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DIY and Home Improvement Retail in Europe: Market Size, Retailer Strategies and Competitor Performance
Datamonitor, July 2010, Pages: 99
Across the continent housing markets have been in decline over the last couple of years and credit has become very hard to obtain. Partly as a result, DIY expenditure across the EU has tumbled 4.5% in 2009. The result is a DIY and home improvement sector which is back at 2004 levels of expenditure. However, many trends on the horizon provide great opportunities for retailers and sector recovery.
Scope of this research:
- Key DIY retail statistics for the EU27 covering 2004-2009 including sector expenditure, specialist sales, stores and retail space data.
- Insight into the five core EU markets including the leading players within them, major developments and the outlook for the sector.
- Assessment of strategic issues and recommended responses, such as channel diversification, private label development and capitalising on the green trend.
- Dedicated chapters on Kingfisher, Groupe Adeo, OBI, Praktiker and Bauhaus, detailing key operational metrics and strategic developments.
Research and analysis highlights:
In the majority of EU countries, expenditure on DIY products fell back in 2009. While Austria, Poland and Belgium were the most resilient, the markets in CEE and the southern European countries saw the sharpest declines, with Spain and the Baltics suffering from falls in expenditure in excess of 14%.
Climate change has taken on a hugely significant role in all governmental policies. DIY retailers are in a perfect position to capitalise on the growing trend for going green with many implementing new sustainable initiatives. For example, Groupe Adeo has launched its Kbane banner dedicated to green products and services for the home.
With a value in excess of Euro 37 billion, Germany remains by far the largest market by DIY expenditure and benefitted from a comparatively resilient 2009 with a nominal 1.2% fall. It is host to three of the largest DIY retailers in Europe, OBI, Praktiker and Bauhaus, which all continue to expand aggressively across the CEE region.
Key reasons to purchase this research:
- Make informed investment decisions by understanding the size of EU DIY and home improvement sector and the activities of competitors within it.
- Achieve revenue growth by identifying the most successful home improvement product areas and consumer trends driving sales growth.
- Develop innovative strategies to enhance your retail proposition in areas such as in-store services, sustainable product development and e-retail.
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