The UK: Home Category Data, The Consumer - Decorative DIY report offers a comprehensive insight into consumer attitudes in the UK Decorative DIY market. The report focuses on overall Decorative DIY products and its twelve sub-categories: Tiles, Tiling, Mouldings, Paint, Woodcare, Wallpaper, Wallpaper paste, Abrasives, Decorative chemicals, Paint tools & accessories, Tiling tools & accessories, and Wallpaper tools & accessories. Consumer data is based on our 2025 UK Decorative survey, using a panel of 2,000 nationally representative consumers.
Key Highlights
- "B&Q holds the highest conversion rate in the overall decorative DIY market followed by Amazon"
- 73.4% of respondents cited price as the reason for their purchase of decorative DIY
- 74.4% of decorative DIY consumers undertook some research before buying
Scope
- 41.0% of UK consumers have purchased decorative DIY products in the last 12 months, with the highest purchasing penetration among 25-34 year-olds. B&Q is the most popular retailer for decorative DIY, followed by Amazon and Wickes.
Reasons to Buy
- Identify the demographic profile of shoppers within each subcategory, allowing you to better target ranges
- Understand how drivers of purchase, such as range, price and quality, vary in importance among different demographics in order to maximise sales potential among target audiences
- Discover how channel usage for researching and purchasing is changing, to help target investment into growing areas
Table of Contents
- Consumer penetration by subcategory
- Drivers of purchase
- Retailer use
- Retailer profiles
- Retailer drivers
- Retailer improvements
- Channel use
- Research prior to purchase
- Category-specific questions
- Methodology and contacts
- Consumer Penetration by Product, 2025
- Purchase Motivations, 2025
- Retailer Conversion Rates, 2025
- Retailer Purchased From By Subcategory, 2025
- Retailer Usage by Demographic, 2025
- Drivers of Retailer Choice by Retailer, 2025
- Retailer Improvement Opportunities by Retailer, 2025
- Consumer Penetration, 2025
- Consumer Penetration by Subcategory, 2025
- Purchase Motivations, 2025
- Retailers Visited & Purchased from, 2025
- Retailer Profile - B&Q, 2025
- Retailer Profile - Amazon, 2025
- Retailer Profile - Wickes, 2025
- Retailer Profile - B&M, 2025
- Retailer Profile - Homebase, 2025
- Drivers of Retailer Choice, 2025
- Retailer Improvement Opportunities, 2025
- Shopper Research Process, 2025
- Interaction With Staff Instore, 2025
- Channel Usage when Researching, 2025
- Channel Usage when Purchasing, 2025
- Online Fulfilment Methods, 2025
- Shopper Views On Online Shopping for Decorative DIY, 2025
- Satisfaction With Online Shopping for Decorative DIY, 2025
- Views Prior to Purchase, 2025
- Factors Of Importance When Purchasing Decorative DIY, 2025
- Opinions on DIY, 2025
- How Frequently DIY Shoppers buy DIY Products, 2025
- Consumers’ DIY skills
- Consumer Interest in Undertaking DIY, 2025
- Rooms Decorated or Refurbished, 2025
- DIY Tasks Undertaken by Consumers, 2025
- Tradespeople Used by Consumers, 2025
- Perceived Price Changes in DIY Items, 2025
- Drivers of Buying DIY Products Online, 2025
- Factors Preventing Online Purchases of DIY, 2025
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Amazon
- B&M
- B&Q
- Home Bargains
- Homebase
- Jewson
- Lidl
- Maxwells DIY
- Morrisons
- Screwfix
- Selco
- Tesco
- The Range
- Toolstation
- Topps Tiles
- Wickes
