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EUROPEAN HOME IMPROVEMENT MONITOR
BROCHURE 2020
RESEARCH FACTSHEET
What is happening in the European
DIY industry and why?
3 KEY TRENDS are being established:
• E-commerce
• Shift from DIY towards DIFM
• Changing consumer journey
In the European Home Improvement Monitor we map out
the pace in which these developments are taking place by
country and by product category.
2020
IN-DEPTH TOPICS
Q1: Orientation | Smart & energy efficient homes
Q2: Purchase channels | Influence of online channels in
decision making
Q3: Branding | Name brands vs private labels
Q4: DIY vs DIFM | The rise of DIFM in home improvement
Insights are
provided for 11
European countries
METHODOLOGY
COSTS
€ 3,000 Single report11 countries/ 1 category
€ 9,000 Annual subscription 4 reports/ 11 countries/ 1 category
Adding a product category
or a country to your
subscription is possible.
600 online interviews per quarter
per country among consumers
Annually, 26,400 successful
online interviews
WHY EUROPEAN HOME IMPROEMENT MONITOR?
UNDERSTANDING
THE CONSUMER
Our clients partner with us to implement
trends and research questions in the monitor
which they consider as need-to-know
information.
Key trends like DIY vs DIFM, changes in
DMU, orientation behaviour, customer
touchpoints, shares of purchase channels
online and offline, and many more are
shaping the market. Knowing where, how and
when these trends become relevant is key
market intelligence input for strategic
decision making.
The European Home Improvement Monitor is
a co-makership between our clients and
USP. Together we decide which trends to
investigate. Each quarter a key trend will be
investigated and reported.
Digitalization, is rapidly changing the way
consumers orientate and how they
purchase home improvement products. This
trend makes “pull marketing” much more
important. The consumer becomes more and
more decisive in the DMU. The European
Home Improvement Monitor provides key
information on how consumers orientate
themselves, how digital they are and
much more. Information which is vital for a
good marketing strategy.
Besides this, we map out trendlines and
predictions. For marketing professionals, the
specific information on the home
improvement market is hard to find,
especially for your own product category. The
European Home Improvement Monitor
provides just that.
PARTNERSHIPCROSS-COUNTRY
INSIGHTS
Our customers are often Multi-national
companies who need to receive comparable
data for the countries in which they are active.
We deliver a cross-country comparison. The
report reveals that trends will not be the same
in each country and develop at a different
pace in the various countries.
The European Home Improvement Monitor is
conducted in 11 countries with the same
methodology and questionnaire. Not only
the trends can be compared country by
country, but also by product category. This
information is highly valuable to assess
market conditions and sales feedback. The
report has, when relevant, also a European
perspective, but always with results split per
country and product category as well.
2020Q1: Smart & energy efficient
homes
Q2: Influence of online channels in
decision making
Q3: Name brands vs private labels
Q4: The rise of DIFM in home
improvement
Q1: Drivers & barriers for
home improvement jobs
Q2: Online purchases
Q3: Love brands
Q4: The rise of DIFM in
home improvement
RESEARCH CONTENT
European Home Improvement
IN-DEPTH TOPICS
2019 2018
Q1: New ways of searching
Q2: Amazon threats &
opportunities
Q3: Buying projects instead
of products
Q4: The rise of DIFM in
home improvement
Chapter 1: Key insights
This section provides insights into the European DIY
market based on the results and our market knowledge,
real in-depth look in what to expect from the results, as
well as an outstanding country specific results.
Chapter 2: Theme chapter
Each quarter different theme topics are covered: Q1
Orientation; Q2 Purchase channels; Q3 Branding; Q4 DIY
vs DIFM. These themes stay the same every year so we
can map out these key trends. Besides the standard theme
questions we have in-depth topics that vary per year.
Chapter 3: Product category insights
This chapter provides key information and specific insights
on the theme part for the product category in which you
are interested. List of the available product categories is
shown on the next page.
PLASTER BOARDPAINTFLOORS PAINT SUPPLIES WALLPAPER
GARDEN TOOLSINSULATION POWER TOOLS FILLERS/MORTARSDOORS/WINDOWS
SAFETY & SECURITYBATHROOM KITCHEN ADHESIVE/SEALANTTILES & TILE GROUTS
LIGHTINGWINDOW DECO ROOF WINDOWS HVACSMART HOME
FIND YOUR PRODUCT CATEGORY
RESEARCH COSTS
Annual subscription
fee per year
€ 9,000
…includes
4 reports per subscription year
covering 11 EU countries
Single reports
available for
€ 3,000
The price for adding a product category
to your subscription is € 3,000
The price for adding a country to the
national retailer report is € 1,600
A SNEAK PEEK INTO HOME IMPROVEMENT
MARKET TRENDS
49,3%44,0%
5,3% 8,5%10,8% 10,5%15,6% 15,9%19,0%
21,1%
2014 2015 2016 2017 2018
The rise of online buying has mainly affected DIY and specialty stores who have lost the most market share during the last two years.
European level: Development of the purchase channels
DIY shop | Purchased by pro | Other | Specialty shop | Online
% of consumers who bought a home improvement product via these channels
The amount of consumers that orientate online before their home improvement purchase, has increased rapidly in 2018.
European level: Development of the online orientation
32,7%
31,5%36,2% 38,2%
45,0%
2014 2015 2016 2017 2018
% of consumers who orientate online
EXAMPLE RESULTS OF THE Q1 2019 REPORT
EXAMPLE RESULTS OF THE Q2 2019 REPORT
EXAMPLE RESULTS OF THE Q2 2019 REPORT
EXAMPLE RESULTS OF THE Q3 2019 REPORT
EXAMPLE RESULTS OF THE Q3 2019 REPORT
OUR CLIENTS
USP’S PROJECT TEAM
Dirk HoogenboomResearch Consultant
+31 6 52098924
Reinier Zuydgeest MScBusiness Unit Manager
+31 6 26936109
Maja Markovic MScSenior Research Analyst
+31 10 206 6900
Drs. Jan-Paul SchopManaging Director
+31 6 55786342
USP Marketing Consultancy | Address: Max Euwelaan 51, 3062MA Rotterdam | Telephone +31 10 20 66 900
USP IN FIGURES
USP Marketing Consultancy
Total
70
Head office Subsidiary
Rotterdam Düsseldorf
Consultants
Research AnalystsProject managers
Market specialist installation, construction and DIY from the start
Dedicated and multi-client research
Active in the market for over 25 years
230 dedicated market research projectsin 2018
Revenue distribution
turnover coming from international projects
70%
turnover coming from dedicated market
research, 10% from multi client
90%
turnover coming from B2B, 30% B2C
70%
focus groups in-depth interviews
76 1.152
B2B CATI interviews
B2C online interviews
59.653 57.750
Research in
36countries in 2018
© 02 December 2019, USP Marketing Consultancy B.V.
The information in this publication is strictly confidential and all relevant copyrights, database rights and other (intellectual)
property rights are explicitly reserved. No part of this publication may be reproduced and/or published without the prior
written permission of USP Marketing Consultancy B.V.
European Home Improvement Monitor
European Home Improvement MonitorResearch factsheet
To provide manufacturers and retailers with a complete overview of home improvement market - spending on home improvement, market shares online &offline purchase channels, development of DIY versus DIFM and other need-to-know information. These insights are provided for 20 product categories. Inaddition, each quarter one theme topic is covered.
Research objective
Planning & Process
Monthly measurements
Report available
each quarter
Methodology
600 online interviews per quarter – Austria, Belgium, Denmark, France, Germany, Italy, Netherlands, Poland, Spain, Sweden and U.K.
Annually, 26,400 successful online interviews
Target group
DIY consumers
Countries
Topics 2018Costs
Quarterly theme
questionsExclusive
questions for clients
• The price for a single country or category is € 3,000
• The price for a subscription is € 9,000 (all countries for one single category)
• Adding a product category of a country to your subscription is possible.
• Q1 2018: Orientation & Drivers and barriers for home improvement jobs
• Q2 2018: Purchase channels & Online purchase channels
• Q3 2018: Branding & Love brands
• Q4 2018: DIY/ DIFM & Multi-year developments
• Q1 2019: Orientation & New ways of searching
• Q2 2019: Purchase channels & Amazon threats & opportunities
• Q3 2019: Branding & Buying projects instead of products
• Q4 2019: The rise of DIFM in home improvement & Multi-year developments
European Home Improvement MonitorWhy?
Key insights Understanding the consumers Comparable insights
• Key trends like DIY vs DIFM, changes in
DMU, orientation behaviour, customer
touchpoints, shares of purchase
channels online and offline, and many
more are shaping the market. Knowing
where, how and when these trends
become relevant is key market
intelligence input for strategic decision
making.
• The European Home Improvement
Monitor follows trends in 11 countries
covered by the research.
• Each quarter a key trend will be
investigated and reported. Results are
split on a country level.
• The European Home Improvement
Monitor is a co-makership between our
clients and USP. Together we decide
which trends to investigate.
• Digitalization, is rapidly changing the way
consumer orientate and how they purchase
home improvement products.
• This trend makes “pull marketing” much more
important. The consumer becomes more and
more decisive in the DMU. The European
Home Improvement Monitor provides key
information on how consumers orientate
themselves, how digital they are and much
more. Information which is vital for a good
marketing strategy.
• Trends and themes will be repeated in 1, 2 or 3
year intervals. This way, trendlines and
predictions can be made. For marketing
professionals, the specific information on the
home improvement market is hard to find,
especially for your own product category. The
European Home Improvement Monitor provides
just that.
• Our customers are often Multi-national
companies who need to receive comparable
data for the countries in which they’re active.
We deliver a country by country
comparison. The report reveals that trends
will not be the same in each country and
develop at a different paste in the various
countries.
• The European Home Improvement Monitor is
conducted in 11 countries with the same
methodology and questionnaire.
• Not only the trends can be compared country
by country, but also by product category.
This information is highly valuable to asses
market conditions and sales feedback.
• The report has, when relevant, also a
European perspective, but always with results
split per country and product category as
well.
Section 1: Home improvement key insights
This section aims at giving an overview of the European DIY market:
• Qualitative insights base on the results and our market knowledge
• Real in-depth look in what to expect from the results
• Outstanding country specific results
Section 2: Theme chapter
Each quarter different topics are included in the research:
• Q1 2018: Orientation; Drivers and barriers for home improvement jobs
• Q2 2018: Purchase channels; Online purchase channels
• Q3 2018: Branding; Love brands
• Q4 2018: DIY/ DIFM; Multi-year developments
• Q1 2019: Orientation; In-depth topic: New ways of searching
• Q2 2019: Purchase channels; In-depth topic: Amazon threats and opportunities
• Q3 2019: Branding; in-depth topic: buying projects instead of products
• Q4 2019: The rise of Do-It-For-Me in Home improvement; In-depth multi year developments
Section 3: Home improvement per category
This chapter provides key information on the theme part:
• Specific insights for the product category in which you are interested.
Section 4: Appendix
Contains background figures per region and country statistics.
What is included in the report?
Product
categories
Adhesives
& Sealants
Paint
suppliesPaint
Fillers &
Mortars
Bathroom
products
Tiles & Tile
grouts
Electrical &
Home
automation
Doors,
Window
frames/glass
Floors
Garden
products
Hand &
Power
tools
HVAC
Insulation
Plaster
board &
stone
Roofing
Kitchen
products
Roof
daylight
solutions
Safety &
security
Wallpaper
& wallpaper
adhesives
Window
decoration
• The consumers who painted are asked how the paint was applied to the exterior or interior of their home.
• The figure below shows the percentages of consumers that used one or more online sources to get information about the paint they bought.
• Consumers from Poland and Spain clearly use online resources for orientation more often than the consumers from other countries.
Product chapter - Paint – Methods of applying paint and Online orientation
127 114 109 125 191 217 205 217 175 120 142
Q: How was the paint applied? Multiple answers possible.
Q: Did you get information about the paint online?
Asked to respondents that bought paint
Online orientation among paint buying consumers(last 4 quarters)
Sample size 339 356 317 231 322 554 388 490 320 329 238
Sample size 331 358 345 226 308 614 422 488 318 364 282
22% 21%28% 27% 25%
44%38%
28%20%
27% 31%
127 114 109 125 191 217 205 217 175 120 142
Method of applying the paint inside
Last 4 quarters
Roller 85.7% 85.6% 83.8% 59.2% 86.2% 87.5% 89.2% 74.3% 81.4% 81.9% 64.9%
Brush 67.7% 62.8% 54.7% 64.0% 79.1% 44.4% 49.3% 78.9% 71.1% 54.1% 49.9%
Paint sprayer 3.5% 3.1% 3.7% 6.6% 5.0% 4.3% 5.3% 2.4% 5.2% 5.8% 5.6%
Other 0.6% 0.3% 0.6% 0.8% 0.0% 0.0% 0.2% 1.1% 2.7% 0.6% 0.9%
Don't know 3.1% 3.0% 4.9% 2.5% 1.5% 1.8% 1.6% 2.8% 5.6% 3.8% 10.1%
Method of applying the paint outside
47.7% 62.9% 55.0% 40.0% 52.6% 56.6% 71.0% 29.5% 39.6% 51.5% 27.7%
71.9% 56.6% 61.8% 64.7% 78.4% 51.4% 46.0% 72.0% 80.8% 51.1% 65.9%
9.9% 14.2% 9.2% 10.8% 2.0% 13.7% 12.5% 7.9% 5.1% 9.1% 9.9%
0.0% 0.0% 0.9% 0.0% 0.7% 0.0% 0.0% 0.5% 1.1% 0.0% 1.8%
6.0% 3.4% 8.5% 5.5% 5.5% 5.0% 5.4% 7.4% 6.3% 14.2% 14.9%
Sample size 331 358 345 226 308 614 422 488 318 364 282
Moment of brand selection in Europe
Over the years, the moment of brand selection
is changing towards an earlier decision. The
European consumer is now more likely to
select a brand before going to the
shop.
European consumers with a lower income
are more likely to select a brand before
going to the shop. The ones with the
higher income prefer to decide on the
brand in the shop.
Moment of brand selectionMoment of brand selection
27,9%29,7%
31,9% 32,4%
2014 2015 2016 2017
% of people who selected a brand before going to the shop
In line with the increase of online orientation, more consumers decide on the brand
before going to the shop
Online purchases & Purchase channels in Sweden
35,8%31,2%
32,7%
28,3%
4,6%4,5%
6,2% 8,5%
16,3%16,4%
18,9% 17,9%19,4% 18,3%
21,4%
19,6%
23,8%29,5%
20,7%25,7%
2014 2015 2016 2017
DIY shop
Online
Professional
Specialty shopOther
Purchase channels
26% Of the consumers are (very) likely to buy home improvement products online
10% Of the consumers are (very) likely to buy home improvement products via Amazon
Topics & pricing
24
Topics
• Q1 Orientation. In-depth topic:
Drivers and barriers for home
improvement jobs
• Q2 Purchase channels. In-depth
topic: Online purchases
• Q3 Branding. In-depth topic: Love
brands
• Q4 DIY vs DIFM. In-depth topic:
Multi-year developments
Topics
• Q1 Orientation. In-depth topic: New
ways of searching
• Q2 Purchase channels. In-depth topic:
Amazon threats and opportunities
• Q3 Branding. In-depth topic: buying
projects instead of products
• Q4 The rise of Do-It-For-Me in Home
improvement. In-depth topic: Multi-year
developments
Pricing
• Annual subscription fee of 9,000 Euro per year.
• Delivery of 4 reports per subscription year covering
all 11 countries.
• Input on topic choice and the questionnaire.
• Single reports available for 3,000 Euro
• The price for adding a product category to your
subscription is 3,000 euro
• The price for adding a country to the national
retailer report is 1,600 euro per country
2018 2019 €
Topics
20182017
• Q1 Online Buying
• Q2 Touch points during the buying
process
• Q3 Love Brands
• Q4 Multi-year developments
A selection of our subscribers
Max Euwelaan 51
3062 MA Rotterdam
+31-10-2066900
Call center +31-10-8002700
Dirk Hoogenboom
Research Consultant
+31 6 5209 8924
Reinier Zuydgeest
Managing Consultant DIY & Installation
+31 6 2693 6109
USP in Figures
USP Marketing Consultancy
Total
70
Head office Subsidiary
Rotterdam Düsseldorf
Consultants
Research AnalystsProjectmanagers
Market specialist installation, construction and DIY from the start
Dedicated and multi-client research
Active in the market for over 25 years
218 dedicated market research projectsin 2016
Revenue distribution
turnover coming from international projects
70%
turnover coming from dedicated market
research, 10% from multi client
90%
turnover coming from B2B, 30% B2C
70%
focus groups in-depth interviews
82 2.104
B2B CATI interviews
B2C online interviews
25.300 34.250
Research in
38countries in 2016
