DIY Review - UK - March 2008

Table of Contents

• Issues in the Market
• Key themes
• Definition
• Abbreviations
• Market in Brief
• Tough market
• Housing market still a major influence
• Fading interest but core of enthusiasts
• Trading up
• Skill and confidence level key
• Differentiation between home decoration and home improvement
• Favourable trends in some sectors
• Fashion being used to motivate
• Interest in results continues
• New opportunities through greener living
• Internal Market Environment
• Key points
• Types of DIY task being undertaken
  • Figure 1: DIY tasks undertaken, 2002-07
  • Figure 2: Any DIY undertaken in last 12 months, by demographic sub-group, 2007
• Changing attitudes towards DIY
  • Figure 3: Attitudes towards DIY, 2002-07
• Shift from DIY to DFY
  • Figure 4: Consumer spending on services and materials for repair and maintenance of dwellings, 2002-06
• Potential for projects still exists
  • Figure 5: Number of bathrooms in the home, 2002-07
  • Figure 6: Ownership of a loft conversion or conservatory/sun lounge, 2002-07
• Importance of fashion
• DIY pricing
• Broader Market Environment
• Key points
• PDI and consumer expenditure
  • Figure 7: PDI and consumer expenditure, at current prices, 2002-12
• Consumer confidence
• Growing numbers of affluent consumers
  • Figure 8: Adult population trends, by socio-economic group, 2002-12
• Too old to DIY?
  • Figure 9: UK population, by age, 2002-12
• Housing market
  • Figure 10: House prices, transactions and average number of years between moves, 2002, 2007 and 2012
• Housing equity withdrawal
  • Figure 11: Housing equity withdrawal, 2006-07
• House prices
  • Figure 12: Quarterly average house prices in UK, 1991-2007
• Home ownership equates to home investment
  • Figure 13: Household tenure, 2002-12
• Home Information Packs (HIPS)
• Households
  • Figure 14: Number of UK households, by household size, 2002-12
• Competitive Context
• Key points
• Spending priorities
  • Figure 15: Expenditure priorities, 2006-08
• Better things to do
  • Figure 16: Penetration of selected in-home leisure activities, 2002 and 2006
• Competitive areas of spend
  • Figure 17: Estimated spending on other areas versus DIY, 2002-07
• Garden improvements
• Holiday expenditure
• Eating out expenditure
• Video games and DVDs
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Market Size and Forecast
• Key points
• Retail sales through DIY specialists
  • Figure 18: The specialist DIY retail market*, at current and constant 2007 prices, 2002-12
• The future
• Segment Performance
• Key points
• Building materials
  • Figure 19: Estimated consumer spending on building materials, at current and constant 2002 prices, 2002-07
  • Figure 20: Estimated consumer spending on building materials, by category, 2003-07
• Home decoration products
• Paint
  • Figure 21: Estimated consumer spending on home decoration products, at current and constant 2002 prices, 2002-07
• Wallcoverings
• Tiles
• Chemicals
  • Figure 22: Estimated consumer spending on home decoration products, by product category, 2003-07
• Tools
  • Figure 23: Estimated consumer spending on power and hand tools, at current and constant 2002 prices, 2002-07
• Other DIY products
• Companies and Brands
• Key points
• Own brand
• Building materials
• Home decoration
• Paint
• Wallpaper
• Tiles
• Adhesives, sealants etc
• Decorating sundries
• Power and hand tools
• Power tools
• Hand tools
• Other DIY products
• DIY distribution
  • Figure 24: UK: Big four DIY retailers' market shares (including trade sales), 2006/07
• B&Q
• Homebase
• Wickes
• Focus
• Other players
• Brand Communication and Promotion
• Key points
• Advertising spend versus sales
  • Figure 25: Main media advertising expenditure on DIY supplies, 2003-07
  • Figure 26: Main media advertising on DIY supplies, 2003-07Where is the money being spent?
  • Figure 27: Main media sdvertising on DIY supplies -- top ten spenders, by media, 2007
• Do It Yourself or Do It For Me
• Key points
• Balance of project intentions
  • Figure 28: Home improvement projects consumers expect to pay someone else to do or carry out themselves in the next three years, November 2007
• Who wants help?
  • Figure 29: Projects consumers expect to pay someone else to carry out in the next three years, by Mintel' s Special Groups, November 2007
• Broad types of task requiring help
  • Figure 30: Home improvement projects consumers expect to pay someone to carry out in next three years, by gender, age, socio-economic group, lifestage and tenure, November 2007
• Who is still doing it for themselves?
  • Figure 31: Projects consumers expect to carry out themselves in the next three years, by Mintel' s Special Groups, November 2007
• What broad types of task are still DIY jobs?
  • Figure 32: Home improvement projects consumers expect to carry out themselves in the next three years, by gender, age, socio-economic group, lifestage and tenure, November 2007
• Number of project intentions
  • Figure 33: Number of home improvement projects consumers expect to carry out themselves or pay someone to do in the next three years, November 2007
• Reasons for Doing DIY
• Key points
• Main motivators for DIY and decorating
  • Figure 34: Motivations for DIY and decorating, October 2005 and September 2007
• Fresh new looks
  • Figure 35: Motivations for DIY and decorating, by gender and age group, September 2007
• Moving house, changing rooms
• Appendix -- Internal Market Environment
  • Figure 42: Interest rates, 2001-07
• Appendix -- Do It Yourself or Do It For Me
  • Figure 43: Home improvement projects expect to pay someone else to carry out in the next three years, by demographic sub-group, November 2007
  • Figure 44: Home improvement projects expect to pay someone else to carry out in the next three years, by demographic sub-group, November 2007
  • Figure 45: Home improvement projects expect to pay someone else to carry out in the next three years, by demographic sub-group, November 2007
  • Figure 46: Home improvement projects consumers expect to carry out themselves in the next three years, by demographic sub-group, November 2007
  • Figure 47: Home improvement projects consumers expect to carry out themselves in the next three years, by demographic sub-group, November 2007
  • Figure 48: Home improvement projects consumers expect to carry out themselves in the next three years, by demographic sub-group, November 2007
  • Figure 49: Number of home improvement projects consumers expect to pay someone else to carry out in the next three years, by deomographic sub-group, November 2007
  • Figure 50: Number of home improvement projects consumers expect to carry out themselves in the next three years, by demographic sub-group, November 2007
• Appendix -- Reasons for Doing DIY
  • Figure 51: Motivations for DIY and decorating, by demographic sub-group, September 2007
  • Figure 52: Motivations for DIY and decorating, by demographic sub-group, September 2007