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European Home Improvement Monitor 2018
European Home Improvement Monitor 2018Research 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
Analysis, reporting & advice
Thorough data analysis in SPSS
Comprehensive report in PowerPoint incl. advice
Additional analysis on your exclusive questions
Costs
Quarterly theme
questionsExclusive
questions for clients
• Single country/category: € 3,600
• European manufacturer: € 9,000(all countries for single category)
• European retailer: € 20,000(all countries/all categories)
European Home Improvement Monitor 2018Why?
Key insights Understanding the consumers Comparable insights
• Key trends like DIY vs DIFM, changes in
DMU, orientation behavior, 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:
• European market size evolution
• European spending on home improvement
• Online purchases evolution
• DIY versus Do-it-for-me trend
• Country specific results
Section 2: Theme chapter
Each quarter different topics are included in the research. 2018 edition:
• Q1 2018: Drivers and barriers for home improvement jobs
• Q2 2018: Touch points during the application of improvement
• Q3 2018: Love brands
• Q4 2018: Multi-year developments
Section 3: Home improvement per category
This chapter provides key information on:
• Size of the total product category
• Share of the market held by professionals versus consumers
• Online (purchase) channel evolution
• Influence of consumers and professionals on product and brand choice
Section 4: Appendix
Contains background figures per region and country statistics.
European Home Improvement MonitorWhat are we going to cover
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
3,1
%
4,2
%
11
,1% 6
,5% 4,0
%
6,3
% 3,6
%
10
,5%
8,1
%
6,9
%
6,3
%
4,7
%
5,8
%
8,0
%
5,3
%
5,9
%
9,0
% 3,5
%
9,4
% 4,7
%
5,0
%
9,4
%
Q1 16
Q1 17
Example results of 2017Online purchases, DIY vs DIFM trend
Online purchases – Home improvement products
Q1 16 3.1% 4.2% 11.1% 6.5% 4.0% 6.3% 3.6% 10.5% 8.1% 6.9% 6.3%
Q2 16 4.3% 5.6% 10.7% 5.0% 5.3% 5.5% 4.1% 9.3% 5.1% 5.0% 4.8%
Q3 16 4.1% 4.4% 10.0% 4.4% 4.2% 6.5% 4.5% 10.7% 5.7% 4.8% 5.7%
Q4 16 4.3% 5.1% 10.1% 5.7% 4.9% 6.2% 4.2% 9.3% 6.9% 6.0% 6.7%
Q1 17 4.7% 5.8% 8.0% 5.3% 5.9% 9.0% 3.5% 9.4% 4.7% 5.0% 9.4%
37%31% 26% 28% 31% 33% 36%
42%30%
37%27%
37% 33% 36% 35% 38% 36% 40%31% 34%
47% 46%
63%69% 74% 72% 69% 67% 64%
58%70% 63%
73%63% 67% 64% 65% 62% 64% 60%
69% 66%53% 54%
Q1
16
Q1
17
Q1
16
Q1
17
Q1
16
Q1
17
Q1
16
Q1
17
Q1
16
Q1
17
Q1
16
Q1
17
Q1
16
Q1
17
Q1
16
Q1
17
Q1
16
Q1
17
Q1
16
Q1
17
Q1
16
Q1
17
DIY
DIFMDIF
M v
s D
IY
Example results of 2017Country specific insights - Germany
37% 45%
49%
44%
41% 48%
48%
42%
38% 47%
48%
41%
Q1 1
4
Q2 1
4
Q3 1
4
Q4 1
4
Q1 1
5
Q2 1
5
Q3 1
5
Q4 1
5
Q1 1
6
Q2 1
6
Q3 1
6
Q4 1
6 30% 30% 33%
70% 70% 67%
2014 2015 2016
DIY
DIFM
21% 22% 25%
6% 6% 6%7% 8% 7%6% 6% 6%9% 9% 10%
51% 49% 46%
2014 2015 2016
Purchased by professional
Other shop
Speciality shop
Wholesaler for professional
Online shop
DIY shop
8,8% 9,1%9,9%
2014 2015 2016
Home improvement DIFM vs DIY
Online purchasePurchase channel
• 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.
Example results of 2017Product 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
Example results of 2017Theme part – Love brands – Paint - Austria
Aided brand awareness and usage 2017 (N=400)
12%
11%
14%
17%
21%
22%
27%
22%
33%
32%
28%
27%
34%
35%
32%
34%
14%
14%
10%
12%
19%
17%
22%
22%
35%
36%
34%
31%
32%
33%
33%
34%
0 - 6 7 or 8 9 or 10 Don't know
17%
18%
17%
17%
17%
19%
19%
21%
19%
12%
10%
9%
48%
51%
53%
53%
16%
16%
15%
18%
15%
16%
18%
20%
38%
33%
31%
29%
32%
35%
35%
33%
Easy to use (Importance score : 62%)
Dulux 8.0 145
Xyladecor 7.9 190
Alpina 7.9 210
Adler 7.9 274
General rating avg N
Adler 8.1 274
Xyladecor 8.0 192
Alpina 8.0 209
Dulux 7.8 144
Best quality products (Importance score : 82%) avg N
Xyladecor 8.0 191
Adler 8.0 274
Alpina 7.8 210
Dulux 7.6 145
Value for money (Importance score : 63%)
Alpina 7.3 210
Adler 7.0 273
Dulux 6.9 145
Xyladecor 6.8 190
Trust (Importance score : 68%)
Xyladecor 7.9 192
Dulux 7.8 145
Adler 7.7 273
Alpina 7.5 210
68%
63%
56%
52%
47%
45%
36%
19%
17%
17%
16%
7%
7%
25%
21%
12%
21%
17%
8%
8%
4%
2%
3%
5%
0%
32%
Adler
Obi
Hornbach
Alpina
Xyladecor
Tiger
Dulux
Schöner Wohnen
Bondex
Synthesa
Sikkens
Brillux
None of these
Awareness
Usage
11%
13%
11%
17%
26%
22%
30%
23%
33%
38%
31%
33%
29%
27%
29%
28%
0 - 6 7 or 8 9 or 10 Don't know
Max Euwelaan 51
3062 MA Rotterdam
+31-10-2066900
Call center +31-10-8002700
USP’s Project team
Dirk Hoogenboom
Research Consultant
+31 6 5209 8924
Reinier Zuydgeest
Managing Consultant DIY & Installation
+31 6 2693 6109
European Home Improvement MonitorA selection of our subscribers
Annual subscription fee of € 9.000 per year includes delivery of 4 reports per subscription year covering all 11 countries.
Single reports available for € 3.600. Adding a category to the international manufacturer report will cost € 3.000 per category. Adding a country to the national
retailer report will cost € 1.600 per country.
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