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EXECUTIVE SUMMARY

The UK DIY power tool market was worth around £180m at retail selling prices (rsp) in 1997, with accessories accounting for a further £60m at rsp. The 1998 market is estimated at £200m, with a further £65m coming from accessories.
The main market sectors are defined by product type and consist of drills and screwdrivers; saws; sanders, angle grinders and woodworking tools; decorating power tools; and multifunction tools. Decorating power tools include wallpaper strippers, painting systems and paint sprays. Smaller sectors, in market value terms, include wet and dry vacuum cleaners aimed at the DIY user, but there are several other products. Cordless tools can sometimes be thought of as a market sector in themselves but are more often treated as part of the product-defined sectors they are drawn from.
Recovery in the housing market and a high level of product innovation by the manufacturers have boosted a market which was showing signs of maturity, and sales have grown strongly in 1996, 1997 and 1998. The DIY market in general has also been helped by the rash of popular television programmes which are encouraging householders to undertake more adventurous decorating and DIY tasks.
The product sector showing strongest growth is multifunction tools, which can operate as drills, screwdrivers, sanders and jigsaws. The Dremel Multi and its rival the Black & Decker Quattro have been supported by heavy advertising and seem to appeal to people who would not buy separate sanders and jigsaws. Another fairly new area is decorating power tools and these have helped to expand the market. However, drills still form the largest product sector. This sector has reached maturity, but there is continued product development by the manufacturers, which helps to encourage replacement sales.
Future progress in the market will depend very much on the economy and the housing market, but Key Note expects some growth, above the level of inflation, over the next 3 years.

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TABLE OF CONTENTS

Executive Summary

Market Definition

INTRODUCTION

MARKET SECTORS

MARKET POSITION

MARKET TRENDS

Table 1: The UK Market for DIY Power Tools and Accessories as a percentage of the Total UK DIY Market by Value ( percent), 1995-1998

Table 2: Consumer Expenditure on DIY Goods at Current Prices (£m at rsp), 1991-1998

Table 3: Consumer Expenditure on DIY Goods at Constant 1995 Prices (£m at rsp), 1991-1998

Market Size

THE UK MARKET

UK TRADE BY SECTORS

FOREIGN TRADE

Table 4: Estimated UK Market for Consumer Power Tools Excluding Accessories (£m at rsp), 1990-1998

Table 5: Ownership of Electric Drills ( percent of adults), 1992-1998

Table 6: Overseas Trade in Power Tools Including Tools for Professional or DIY Use (£m), 1994-1998

Table 7: Analysis of Power Tool Imports and Exports by Value ( percent), 1997

Table 8: Foreign Trade in Cordless Drills, Showing Value, Volume and Average Price (£m, 000 units and £), 1994-1998

Table 9: Foreign Trade in Corded Drills, Showing Value, Volume and Average Price (£m, 000 units and £), 1994-1998

Table 10: Sources of Imports of Power Drills by Value ( percent), 1997

Table 11: Destinations of Exports of Power Drills by Value ( percent), 1997

Table 12: Foreign Trade in Power Saws, Showing Value, Volume and Average Price (£m, 000 units and £), 1994-1998

Table 13: Sources of Imports of Power Saws by Value ( percent), 1997

Table 14: Destinations of Exports of Power Saws by Value ( percent), 1997

Table 15: Foreign Trade in Parts of Power Tools by Value (£m), 1994-1998

Industry Background

RECENT HISTORY

INDUSTRY CONCENTRATION

DISTRIBUTION

EMPLOYMENT

TRADE ASSOCIATIONS

EXHIBITIONS AND TRADE FAIRS

Competitor Analysis

THE MARKETPLACE

MARKET LEADERS

ADVERTISING AND PROMOTION

Table 16: Main Media Advertising Expenditure on Power and Hand Tools (£000), Year to December 1992-1998

Table 17: Main Media Advertising Expenditure by Tool Brands (£000), Year to December 1998

Table 18: Main Media Advertising Expenditure on Tools by Season (£000), Year to December 1998

Strengths, Weaknesses, Opportunities and Threats (SWOT)

THE TOTAL MARKET

SWOT ANALYSIS BY MARKET SECTOR

Buying Behaviour

PURCHASING PATTERNS

OWNERSHIP PROFILE

TOOL HIRE

TRENDS IN DIY

Table 19: Ownership and Purchasing of Power Tools ( percent of all adults), 1998

Table 20: Amount Spent on Power Tool Purchases in Previous 12 Months ( percent of those answering this question), 1998

Table 21: Household Ownership of Drills, Sanders, Saws and Separate Tool Attachments ( percent of all households), 1998

Table 22: Those Hiring Tools or DIY Equipment in the Last 12 Months ( percent of all adults), 1998

Table 23: DIY Tasks Undertaken in Last 12 Months, ( percent of adults), 1992-1998

Outside Suppliers to the Industry

INTRODUCTION

BATTERY SUPPLY

Current Issues

CORPORATE DEVELOPMENTS

THE ADVENT OF MULTIFUNCTION TOOLS

CONVENIENCE AND EASE OF USE

DEVELOPING SECTORS

Forecasts

FORECASTS 1999-2003

GROWTH SECTORS

DEMOGRAPHICS

Table 24: Forecasts for the DIY Power Tool Market Including Accessories at Constant 1998 Prices (£m at rsp), 1999-2003

Table 25: Forecast Number of Households in England (000), 1996-2011

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

Text © 1999 Key Note

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Last updated by Jacob van Eldik 22th February 2000