Heavyside DIY sales are set to be flat in 2017, down from 0.5% growth in 2016. The stagnation is due to the decline in housing transactions and resultant drop in consumers undertaking major DIY projects in anticipation of a move, or post-sale.Volume is set to decline about 1.6% in 2017, leaving inflation to prop up sales as retailers increase prices as a result of the devaluation of sterling post-EU referendum.
Radiators & plumbing is the fastest-growing segment, driven by product innovation, while categories dependent on housing transactions such as materials and tarpaulins are set to grow at a slower rate. Total category sales are set to improve from 2018, although volume growth is forecast to be sluggish until 2022.
With more than 19% share of the market, B&Q is the largest heavyside DIY retailer, but the retailer's category share is weaker in comparison with other DIY segments and has declined due to store closures and intense competition. Due to their positioning towards experienced DIY consumers and their extensive heavyside range, Wickes and Screwfix are growing sales rapidly and have a stronger share of heavyside than in other DIY segments.
Heavyside category is dominated by male shoppers, the majority of whom are experienced DIY consumers or tradespeople. Inexperienced DIY consumers tend to be younger and are predominantly female. The materials category has the largest overall penetration, at nearly 12%, driven by the high penetration of timber and cement & concrete.
The report "Heavyside DIY 2017", offers comprehensive insight and analysis of the UK market, the major players, the main trends, and consumer attitudes. It also provides forecasts to 2022.
In particular, this report provides the following:
- An analysis of the key strategies for success in this market, as well as the most important market issues.
- Detailed data on the size of the market, the key drivers, and how spend is distributed.
- Profiles of the major players, and analysis of the key trends driving the market.
- Insight on who's consuming, what and where they are buying, and what makes consumers purchase.
- The growth of heavyside DIY is set to stall in 2017, with sales flat versus 2016, making the category the worst-performing of all the DIY segments. Economic uncertainty following the EU referendum and resultant low consumer confidence, as outlined in the author's own tracker, is causing consumers to postpone major home renovations involving heavyside products.
- The penetration of online within the heavyside market is higher than the total DIY category, at 12.7%. Online is a popular channel due to the commodity nature of many heavyside products, which differ very little and so therefore do not require instore inspection. Online is also popular due to the substantial bulk and weight of most heavyside products, which makes it preferable for consumers to purchase online and have the products delivered directly to their home.
- Convenience is ranked above price as the number-one driver of retailer choice among consumers. With convenience overtaking price when choosing a retailer and online gaining traction, not only do retailers need to compete on price alone but must also offer a convenient, multi-channel approach to win in the category.
- Identify how the important macro-economic changes in 2017 will effect both the heavyside DIY market and consumers.
- Discover which individual sub-sectors will be in high demand for both tradespeople and which sectors will be driven by innovation.
- Examine the changing performances of the leading retailers, including full financial comparisons, three to five year outlooks and a detailed analysis of likely future activity.
- Reveal the components driving success at Wickes and Screwfix, and understand the features causing trouble for new entrant Bunnings.
- Receive detailed analysis of heavyside DIY consumer behaviour, including research processes and driving store-choice factors split across demographic and channel use.