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Table of Contents

Executive Summary

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TABLE OF CONTENTS

Executive Summary

Introduction

COVERAGE OF THIS REPORT

MARKET DEFINITION

MARKET SECTORS

MARKET POSITION

TRENDS AFFECTING THE DIY MARKET

Table 1.1: UK Consumer Spending on DIY Compared to Some Other Household Product Sectors (£m at rsp and percent), 1995

Table 1.2: The DIY Market's Share of Total Consumer Expenditure on Non-Durable Household Products by Value ( percent), 1990-1996

Table 1.3: Growth of GDP, Inflation and Unemployment and Workforce in Employment ( percent and million), 1990-1996

Table 1.4: Index of Personal Disposable Income (PDI) in the UK at Current and at Constant 1990 Prices (index 1990=100), 1990-1996

Table 1.5: Index of Consumers' Expenditure at Current Prices and percentages of PDI Spent and Saved (index 1990=100), 1990-1996

Table 1.6: Index of Retail Sales at Current and at Constant 1990 Prices (1990=100), 1990-1996

Table 1.7: Number of Property Transactions in England and Wales (000), 1991-1996

Table 1.8: Stock of Dwellings in Great Britain and percentage of Dwellings Which are Owner Occupied (million and percent), 1990-1995

Table 1.9: Housebuilding Completions in Great Britain (number of dwellings), 1988-1996

Table 1.10: Total Number of Mortgages and Total Number of Repossessions (000 and number), 1987-1996

The Total Market

CONSUMER EXPENDITURE

MARKET SECTORS

Table 2.1: Consumers' Expenditure on DIY Goods at Current and Constant 1990 Prices (£m at rsp), 1985-1996

Table 2.2: Some Major DIY Product Sectors ( percent of retail value of the total DIY market), 1996

Consumer Profile

INTRODUCTION

DIY TASKS UNDERTAKEN

PROFESSIONAL HOME IMPROVEMENTS

ATTITUDES TO THE HOME

DEMOGRAPHIC ANALYSIS

RESULTS OF TARGET GROUP INDEX SURVEYS

Table 3.1: DIY Tasks Undertaken in the Last 12 Months ( percent of those adults who had undertaken any DIY and percent of all adults), 12 Months to February 1997

Table 3.2: Professional Home Improvements Acquired During the Last 12 Months ( percent of adults who had acquired these improvements), 12 Months to February 1997

Table 3.3: Attitudes to the Home ( percent), 12 Months to February 1997

Table 3.4: Demographic Analysis of Householders Who Had Undertaken Any DIY Tasks During the Previous 12 Months ( percent of adults in each category), 12 Months to February 1997

Table 3.5: Demographic Analysis of Householders Who Had Undertaken External Painting or Woodcare During the Previous 12 Months ( percent active in each category), 12 Months to February 1997

Table 3.6: Demographic Analysis of Householders Who Had Undertaken Internal Painting or Woodcare During the Previous 12 Months ( percent active in each category), 12 Months to February 1997

Table 3.7: Demographic Analysis of Householders Who Had Undertaken Wallpapering During the Previous 12 Months ( percent active in each category), 12 Months to February 1997

Table 3.8: Demographic Analysis of Householders Who Had Undertaken Installation of a Kitchen During the Previous 12 Months ( percent active in each category), 12 Months to February 1997

Table 3.9: Demographic Analysis of Householders Who Had Undertaken Fitting or Replumbing of a Bathroom During the Previous 12 Months ( percent active in each category), 12 Months to February 1997

Table 3.10: Demographic Analysis of Householders Who Had Undertaken Other Plumbing Repairs or Improvements During the Previous 12 Months ( percent active in each category), 12 Months to February 1997

Table 3.11: Demographic Analysis of Householders Who Had Undertaken Replacement or Upgrading of Central Heating During the Previous 12 Months ( percent active in each category), 12 Months to February 1997

Table 3.12: Demographic Analysis of Householders Who Had Undertaken Roof Insulation During the Previous 12 Months ( percent active in each category), 12 Months to February 1997

Table 3.13: Demographic Analysis of Householders Who Had Undertaken Insulating Tasks Other Than Roof Insulation During the Previous 12 Months ( percent active in each category), 12 Months to February 1997

Table 3.14: Demographic Analysis of Householders Who Had Undertaken Damp Proofing During the Previous 12 Months ( percent active in each category), 12 Months to February 1997

Table 3.15: Demographic Analysis of Householders Who Had Undertaken the Fitting of a Fireplace During the Previous 12 Months ( percent active in each category), 12 Months to February 1997

Table 3.16: Level of Use of Professional Painting or Redecorating During Last 12 Months ( percent of adults who had used this service), 12 Months to February 1997

Table 3.17: Level of Use of Professional Plumbing Repairs or Improvements During Last 12 Months ( percent of adults who had used this service), 12 Months to February 1997

Table 3.18: Level of Use of Professional Insulation Work During Last 12 Months ( percent of adults who had used this service), 12 Months to February 1997

Table 3.19: Level of Use of Professional Kitchen Fitting During Last 12 Months ( percent of adults who had used this service), 12 Months to February 1997

Table 3.20: Level of use of Other Professional Home Improvements ( percent of adults who had used this service), 12 Months to February 1997

Table 3.21: Adults Who Shop at DIY Superstores at Least Once a Month ( percent of adults), February 1997

Table 3.22: Demographic Analysis of Attitudes Survey ( percent of adults in each category), February 1997

Table 3.23: Level of DIY Activity ( percent of people over 15 who had undertaken DIY), 1990-1996

Table 3.24: DIY Tasks Undertaken in Last 12 Months ( percent of adults), 1992, 1994 and 1996

Table 3.25: DIY Spending During the Last 12 Months ( percent of all adults), 1996

Table 3.26: DIY Activity by Home Ownership and Length of Tenure During the Previous 12 Months ( percent active in each category who undertook DIY), 12 Months to February 1996

The Manufacturers

THE MARKETPLACE

MARKET LEADERS

ADVERTISING AND PROMOTION

Table 4.2: Main Media Advertising Expenditure on DIY Materials and Tools by Product Sector (£000), 1994-1996

Distribution

MARKET SHARE BY RETAIL SECTOR

INDUSTRY CONCENTRATION

DIY SUPERSTORES

THE MARKETPLACE

MARKET LEADERS

WHOLESALE DISTRIBUTION

ADVERTISING AND PROMOTION

RECENT DEVELOPMENTS

EUROPEAN PERSPECTIVE

Table 5.1: Estimated Analysis by Channel of the Sales of DIY and Decorating Products ( percent), 1996

Table 5.2: Number of DIY and Decorating Store Retailers, 1982-1996

Table 5.3: Sales of DIY/Decorating Supplies Analysed by Size of Retailer ( percent of total market sold by each category), 1990-1996

Table 5.4: Breakdown of Sales of the DIY Superstores in the UK by Value ( percent), 1996

Table 5.5: Analysis of DIY Superstore Turnover by Store Chain, 1994 and 1995

Table 5.6: The Major DIY and Decorating Multiples by Number of Outlets and Turnover, 1995/1996

Table 5.7: Main Media Advertising Expenditure by the DIY Retailers (£000), 1996

Table 5.8: Main Media Advertising Expenditure by the Top Superstore Chains (£m), 1990-1996

Paint

INTRODUCTION

MARKET SIZE

CONSUMER PROFILE

THE MARKETPLACE

MARKET LEADERS

MANUFACTURERS' SHARES

ADVERTISING AND PROMOTION

RECENT DEVELOPMENTS

FUTURE PROSPECTS

Table 6.1: Value and Volume of the DIY Paint Market (£m at rsp and million litres), 1994-1996

Table 6.2: Sector Breakdown of the UK DIY Paint Market (million litres), 1995 and 1996

Table 6.3: Analysis of the DIY Emulsion Sector by Colour Subsector by Volume ( percent), 1995 and 1996

Table 6.4: Analysis of the DIY Gloss Paint Sector Into Coloured and White by Volume ( percent), 1995 and 1996

Table 6.5: Use of Paint ( percent of all adults), 1996

Table 6.6: Demographic Profile of Paint Users ( percent of each category who ever use paint), 1996

Table 6.7: DIY Paint Brand Shares by Volume and Value ( percent), 1996

Table 6.7: Main Media Advertising Expenditure on Paint (£m), 1992-1996

Table 6.8: Main Media Advertising Expenditure on Paints by Brand (£000), 1995 and 1996

Table 6.9: Forecasts for the DIY Paint Market at Constant 1996 Prices (£m at rsp), 1996-1999

Woodcare

INTRODUCTION

MARKET SIZE

CONSUMER PROFILE

THE MARKETPLACE

MARKET LEADERS

RETAIL DISTRIBUTION OF WOODCARE

ADVERTISING AND PROMOTION

FUTURE PROSPECTS

Table 7.1: Total Retail Woodcare Market at Current Prices (£m at rsp), 1992-1996

Table 7.2: Retail Woodcare Main Sectors by Value ( percent), 1996

Table 7.3: Sales of Varnish (£m at rsp), 1992-1996

Table 7.4: Sales of Woodstains (£m at rsp), 1992-1996

Table 7.5: Ratio of Sales of Water-Based to Solvent-Based Woodstains by Retail Value ( percent), 1991-1996

Table 7.6: Sales of Wood Preservation Products (£m at rsp), 1992-1996

Table 7.7: Breakdown of the Wood Preservers Market by Type by Retail Value ( percent), 1992, 1994, 1996

Table 7.8: Penetration of Usage of Woodstains and Varnishes ( percent of each category which uses these products), 1996

Table 7.9: Volume of Use of Woodstains and Varnishes ( percent of those who purchased), 1996

Table 7.10: Penetration of Usage of Wood Preservers ( percent of each category which uses wood preservers), 1996

Table 7.11: Manufacturers' Shares in the Retail Woodcare Market, by Retail Value ( percent), 1996

Table 7.12: Retail Woodcare Sales by Type of Outlet by Value ( percent), 1991-1996

Table 7.13: Main Media Advertising Expenditure on Woodcare (£m), 1992-1996

Table 7.14: Main Media Advertising Expenditure on Woodcare by Brand (£000), 1995 and 1996

Table 7.15: Forecast Retail Woodcare Market at Constant 1996 Prices (£m at rsp), 1996-1999

Wallcoverings

INTRODUCTION

MARKET SIZE

CONSUMER PROFILE

THE MARKETPLACE

MARKET LEADERS

DISTRIBUTION

ADVERTISING AND PROMOTION

FUTURE PROSPECTS

Table 8.1: The UK Retail Wallcoverings Market by Value and Volume (£m at rsp and million rolls), 1988-1996

Table 8.2: Total UK Market for Wallcoverings by Value and Volume at Current Prices (£m at msp and million rolls), 1989-1996

Table 8.3: Apparent UK Market for Wallcoverings at Current Prices (£m at msp), 1991-1996

Table 8.4: Ratio of Volume Sales of White and Coloured Wallcoverings ( percent), 1992-1995

Table 8.5: Profile of Households Owning Wallcoverings ( percent of households), 1996

Table 8.6: Leading UK Wallcoverings Manufacturers by Turnover, UK Sales and Exports (£m), 1995

Table 8.7: Main Media Advertising Expenditure of Wallcoverings (£000), 1992-1996

Table 8.8: Main Media Advertising Expenditure on Wallcoverings by Brand (£000), 1995 and 1996

Table 8.9: Forecasts for the Retail Wallcoverings Market (million rolls excluding borders), 1997-1999

Glazed Ceramic Tiles

INTRODUCTION

MARKET SIZE

CONSUMER PROFILE

THE MARKETPLACE

MARKET LEADERS

DISTRIBUTION

ADVERTISING AND PROMOTION

RECENT DEVELOPMENTS

FUTURE PROSPECTS

Table 9.1: Apparent Total UK Market for Glazed Ceramic Tiles by Value and Volume (£m at msp and million square metres), 1989-1996

Table 9.2: Breakdown of the UK Glazed Ceramic Wall Tile Market by Outlet Channel by Volume ( percent), 1995

Table 9.3: Estimated Retail Sales of Ceramic Wall and Floor Tiles (£m at rsp and million square metres), 1994-1996

Table 9.4: Apparent UK Market for Glazed Ceramic Tiles at Current Prices (£m at msp), 1991-1996

Table 9.5: Apparent UK Market for Glazed Ceramic Floor and Wall Tiles by Volume (million square metres), 1991-1996

Table 9.6: Penetration of Households Owning Ceramic Tiles ( percent), 1996

Table 9.7: Main Media Advertising Expenditure by the Tile Manufacturers (£000), 1992-1996

Table 9.8: Forecasts for the Glazed Ceramic Tiles Market (million square metres), 1997-1999

Hand Tools, Power Tools and Decorating Tools

INTRODUCTION

HAND TOOLS

POWER TOOLS

DECORATING TOOLS

Table 10.1: Amount Spent on Purchase of Any Non-Electric Tools in the Last 12 Months ( percent of purchasers who answered this question), 1996

Table 10.2: Estimated Value of the DIY Power Tool Sector at Current Prices (£m at rsp), 1990-1996

Table 10.3: Ownership and Purchasing of Power Tools in the Last 12 Months ( percent of adults), 1996

Table 10.4: Ratio of First-Time Buyers to Replacement Buyers for Electric Tools ( percent of adults answering this question), 1996

Table 10.5: Amount Spent on Power Tools in Last 12 Months ( percent of adults answering this question), 1996

Table 10.6: Main Media Advertising Expenditure on Power and Hand Tools (£000), 1992-1996

Table 10.7: Foreign Trade in Paintbrushes, Rollers and Painting Pads (£m), 1991-1996

Other Sectors

INTRODUCTION

FILLERS, ADHESIVES AND SEALANTS

LADDERS

BATHROOMS

KITCHEN FURNITURE

HOME SECURITY

BUILDING MATERIALS

Table 11.1: The DIY Market Analysed by Broad Product Sector by Value ( percent), 1996

Table 11.2: Estimated Breakdown of the Total UK Retail Home Security Market by Product Sector (£m at rsp), 1995

Forecasts

HOUSING FORECASTS

CONSUMER EXPENDITURE ON DIY GOODS

Table 12.1: BMP Forecasts on Total Public Plus Private Sector Housebuilding (000 dwellings), 1997 and 1998

Table 12.2: Forecasts for Consumer Expenditure on DIY Goods at Constant 1996 Prices (£bn), 1997-2001

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

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EXECUTIVE SUMMARY

This report concentrates on core do-it-yourself (DIY) and decorating products, a market worth £6.18bn in 1995 and estimated to have risen to £6.62bn in 1996, a growth of 7.1 percent at current prices. There was also volume growth in 1996, after a static year in 1995 in terms of volume.

The market definition and overall market values used in this report are from the government publication `Market Trends' and this assessment includes decorators' and DIY supplies, also self-assembly and ready-made kitchen units and lighting. Excluded are electrical fittings and accessories, garden tools and garden furniture, horticultural products, household textiles and soft furnishings. As well as considering the overall core market, this report discusses in more depth the key sectors of paint, woodcare, wallcoverings, glazed ceramic tiles, and hand power and decorating tools. Other sectors are considered more briefly. The report also outlines the latest developments in the DIY retailing sector.

Most of the key DIY sectors are mature markets and are strongly influenced by the housing market, since soon after moving home is the time people are most likely to undertake DIY projects. The general state of the economy is also important in determining consumer confidence and whether householders are prepared to commit themselves to the more expensive home improvements.

Product innovation by the manufacturers, improved instructions and better retail displays have helped to encourage ordinary householders to undertake a wider variety of repairs and improvements, and to be more adventurous in their decorating. In terms of fashion, 1996 has seen a bolder use of colour in, for example, woodcare, paint and tiles, and this is a trend which is continuing into 1997.

The industry appears cautiously optimistic that the upturn in the housing market seen in 1996 will continue, in which case real growth in DIY seems assured. Key Note suggests that a gradual real growth averaging around 3 percent per annum is a possibility for the next 5 years, although in practice, the market growth will probably be more fitful.

Text © 1997 Key Note

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